HowToPresentandKillerPresentations

8/7/2019 HowToPresentandKillerPresentations

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How to Present



Presenting

Your objectives in this step of selling are:1. To create a differential competitive advantage for

your product with an overwhelming weight of

evidence.2. To create value for your product

3. To build desire for your proposal

4. To establish conviction that your proposal is the best one

5. To get a commitment Next steps

A meeting with appropriate decision makers

To move the sale forward up the Sales Ladder



CUSTOMER

PROSPECT

Attention

Interest

Desire

Conviction

Action

Satisfaction

Repurchase

The Sales Ladder

Steps of

Selling

Repurchase

Servicing

Negotiating

and Closing

Presenting

Generating

Solutions

Identifying

Problems

Prospecting

Rackman

Implementation

Resolution of

Concerns

Evaluation of

Alternatives

Recognition

Of Needs

Advertising

Repurchase

Sources: Gerald L. Manning and Barry L. Reece. 1990. Selling Today: A Personal Approach. Boston: Allyn and

Bacon; Neil Rackham. 1989. Major Account Selling Strategies.New York: McGraw Hill.

Repurchase

Reinforce and

Remind

Adoption

Induce

Trial

Communicate

Information

CreateAwareness

PROSPECT

CUSTOMER



One-on-One Presenting

Structure calls to take prospects up the SalesLadder

Call structure allows you to set the agenda andto keep your calls focused on selling/educating,not extraneous matters.



Call Structure

Greeting

New information

Opening

Recap and purpose

Discussion± Dealing with objections

± Conditions

± Discussion tactics

Summary and close



Dealing With Objections

Probe to understand.

Compliment, restate, and get agreement.

Empathize, reassure, and support (feel, felt, found).

Use trial closes Forestall objections

Use Yes, but and compare.

Use case histories (case studies).

Use coming to that

Pass on objections.



Dealing With the Price Objection

Continually talk about quality

± Sell a Patek Philippe

Break price into smallest possible units

Talk value, not price.

Refer to investments, not costs.



Conditions

Recognize conditions

Cant overcome conditions





How to Use Your PresentationOne-on-One

Hard copy one page at a time

Hard copy - follow along (highlight points)

Hard copy let them read, you shut up

± Except for questions

Evaluate physical space

± Sit as close as comfortable

± Side by side if possible



Presenting to Groups

Use PowerPoint, Flash, or Prezi.

Presentations Zen (visuals)

Clearly define your objectives beforehand.

Preparation

± Who

± Where

± When± How

Write a script

Rehearse, rehearse, rehearse



Preparation (continued):

± K now your subject thoroughly

± Understand your audience

± Energetic delivery



The Presentation

Open

Main body of content

Summary

Conclusion and next steps (commitment)

± Ratchet up your passion and make it memorable

Debrief



Delivery Tips

Fit your style to audience expectations.

Poise and confidence

Love your product

Be concise

Remember WIIFM

Jeep jargon to a minimum

Were number one never sold anything No negatives

Dont be defensive





Delivery Tips

Use slides as a prompt for your narrative dont read slides.

Face the audience, talk to individuals (especially

the decision maker).

Announce up front how youre going to handlequestions.

Dont hand out hard copies beforehand.



K iller Presentation Checklist

1. First slide with companys name, logo, and a catchytheme that communicates that you understand itschallenges and suggests a partnership.

2. Second slide with a concise Introduction whichincludes a statement of the purpose of the presentation.

3. Agenda items or a Table of Contents

4. A list of the prospect's marketing and advertisinggoals.

5. A list of the prospect's challenges in achieving thosegoals.



K iller Presentations

6. A statement of the prospect's current strategy in achievingmarketing and advertising goals (differentiation, focus, low-cost producer, e.g.).

7. A description of the prospect's primary customers/targetaudience.

8. An identification of opportunities that are solutions to theprospect's problems and challenges.

9. Present the advantages of your solution over your competition,but don't knock the competition.

10. Present the benefits of your solutions (schedules, campaigns,

packages, etc.) to the prospect's challenges.11. Show specifically how the solutions and recommendations

will make their business more profitable. Use an ROIanalysis if appropriate.



K iller Presentations

Show relevant success stories and case studies fromsimilar customers as proof of your ability to perform andget results.

Show terms and conditions if they are different from

standard terms and conditions in your medium. A concise Summary of the main benefits and solutions.

A Conclusion or Next Steps, both for you and forprospects to implement the proposal and/or to advance

the partnership, which is a call for action orcommitment.

An Appendix containing numbers and supportinginformation.



Your Presentation

Must be better, more persuasive, morecustomer-focused, and offer more solutions thanyour competitors presentations.

Have you seen what youre up against?

Documents

HowToPresentandKillerPresentations