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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
presenting
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
slide3

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.

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.
conditions
Conditions
  • 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
slide12

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?