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How to Present
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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
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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
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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.
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Call Structure
Greeting
New information
Opening
Recap and purpose
Discussion± Dealing with objections
± Conditions
± Discussion tactics
Summary and close
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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.
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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.
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Conditions
Recognize conditions
Cant overcome conditions
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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
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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
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Preparation (continued):
± K now your subject thoroughly
± Understand your audience
± Energetic delivery
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The Presentation
Open
Main body of content
Summary
Conclusion and next steps (commitment)
± Ratchet up your passion and make it memorable
Debrief
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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
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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.
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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.
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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.
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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.
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