Presenting • Your objectivesin this step of selling are: • To create a differential competitive advantage for your product with an overwhelming weight of evidence. • To create value for your product • To build desire for your proposal • To establish conviction that your proposal is the best one • To get a commitment • Next steps • A meeting with appropriate decision makers • To move the sale forward – up the Sales Ladder (see workbook)
Steps of Selling Rackman Advertising The Sales Ladder Repurchase Repurchase Repurchase CUSTOMER Repurchase CUSTOMER Reinforce and Remind Servicing Implementation Satisfaction Negotiating and Closing Resolution of Concerns Adoption Action Presenting Conviction Evaluation of Alternatives Induce Trial Generating Solutions Desire Identifying Problems Communicate Information Interest Recognition Of Needs Create Awareness Prospecting Attention PROSPECT PROSPECT 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.
Killer Presentations • Killer presentations are designed to move prospects up the Sales Ladder. • They make tangible your primary sales objective – to get results for your customers. • They make tangible of your primary sales strategy – to sell solutions to your customers’ problems. • They are the record of your promise to your customers.
Killer Presentations • The best way “to create a differential competitive advantage for your product with an overwhelming weight of evidence” is to demonstrate how your proposal solves your customers’ problems. • The best way “to create value for your product” is to demonstrate how your solutions benefit your customers.
Killer Presentations • Before you create a presentation, you must define the objectives of the presentation. • Create value for your company (a GP, e.g.) • Never an “introduction,” which is just a list of features. • “We’re number one” never sold anything. • Propose specific solutions. • Lay out deal terms prior to negotiation. • Close a deal.
Preparation • Who • Where • Intimate space if possible • When • How • See Media Selling, 4th edition, Chapter 11.
Preparation • Rehearsal • Practice, practice, practice • Know your subject thoroughly • Understand your audience • Effective room setup • See workbook for the dos and don’ts of kinesthetic speaking.
Structure of Oral Presentations • Open • Dramatic – mention the theme • Mention time frame • How to handle questions • Main body of content – tell stories, don’t read the slides. • Summary • Conclusion and next steps • Ratchet up your passion in the conclusion. • Next steps is your close.
Debrief • You learn more from your losses than from your wins
Killer Presentations • First slide with company’s name, logo, and a catchy theme that communicates that you understand its challenges and suggests a partnership. • Second slide with a concise Introduction which includes a statement of the purpose of the presentation. • Next, a list of Agenda items or a Table of Contents
A list of the prospect's marketing and advertising goals • A list of the prospect's challenges in achieving those goals • A statement of the prospect's current strategy in achieving marketing and advertising goals (differentiation, focus, low-cost producer, e.g.) • A description of the prospect's primary customers/target audience
An identification of opportunities that are solutions to the prospect's problems and challenges • Present the advantages of your solution over your competition, but don't knock the competition. • Present the benefits of your solutions (schedules, campaigns, packages, etc.) to the prospect's challenges.
Show specifically how the solutions and recommendations will make their business more profitable. Use an ROI analysis if appropriate. • Show relevant success stories and case studies from similar customers as proof of your ability to perform and get 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 for prospects to implement the proposal and/or to advance the partnership, which is a call for action or commitment • An Appendix containing numbers and supporting information
Killer Presentations • See workbook for Killer Presentations Exercise.