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How to Present. Presenting. Your objectives in 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

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Presentation Transcript
  • 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

Steps of




The Sales Ladder







Reinforce and





Negotiating and Closing

Resolution of






Evaluation of


Induce Trial










Of Needs







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.

one on one presenting
One-on-One Presenting
  • Structure calls to take prospects up the Sales Ladder
  • Call structure allows you to set the agenda and to keep your calls focused on selling/educating, not extraneous matters.
call structure
Call Structure
  • Greeting
  • New information
  • Opening
  • Recap and purpose
  • Discussion
    • Dealing with objections
    • Conditions
    • Discussion tactics
  • Summary and close
dealing with objections
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
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.
  • Recognize conditions
  • Can’t overcome conditions
discussion tactics
Discussion Tactics
  • Vary your style.
    • Contrast
    • Movement
    • Novelty
  • Use equivalencies.
  • Narrow down objections and reconfirm.
  • Change the basis for evaluation.
  • Reassure doubts.
  • Evaluate reactions.
how to use your presentation one on one
How to Use Your Presentation One-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
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):

    • Know your subject thoroughly
    • Understand your audience
    • Energetic delivery
the presentation
The Presentation
  • Open
  • Main body of content
  • Summary
  • Conclusion and next steps (commitment)
    • Ratchet up your passion and make it memorable
  • Debrief
delivery tips
Delivery Tips
  • Fit your style to audience expectations.
  • Poise and confidence
  • Love your product
  • Be concise
  • Remember WIIFM
  • Jeep jargon to a minimum
  • “We’re number one” never sold anything
  • No negatives
  • Don’t be defensive
delivery tips15
Delivery Tips
  • Smile
  • Establish eye contact with everyone.
  • Vary your voice.
  • Use people’s names.
  • Be careful about injecting humor.
  • Involve the audience.
  • Tap into the decision maker’s emotions.
  • Keep going.
  • Laugh it off.
  • Be yourself and have fun.
delivery tips16
Delivery Tips
  • Use slides as a prompt for your narrative –don’t read slides.
  • Face the audience, talk to individuals (especially the decision maker).
  • Announce up front how you’re going to handle questions.
  • Don’t hand out hard copies beforehand.
killer presentation checklist
Killer Presentation Checklist
  • 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.
  • 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.
killer presentations
Killer Presentations
  • 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.
killer presentations19
Killer Presentations
  • 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.
your presentation
Your Presentation
  • Must be better, more persuasive, more customer-focused, and offer more solutions than your competitor’s presentations.
  • Have you seen what you’re up against?