How to Present

PresentingYour 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 productTo build desire for your proposalTo establish conviction that your proposal is the best oneTo get a commitmentNext stepsA meeting with appropriate decision makersTo move the sale forward up the Sales Ladder

CUSTOMERPROSPECTAttentionInterestDesireConvictionActionSatisfactionRepurchaseThe Sales LadderSteps ofSellingRepurchase

ServicingNegotiating and ClosingPresentingGeneratingSolutionsIdentifyingProblemsProspectingRackmanImplementationResolution ofConcernsEvaluation ofAlternativesRecognitionOf NeedsAdvertisingRepurchaseSources: 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.RepurchaseReinforce andRemindAdoptionInduce TrialCommunicateInformationCreateAwarenessPROSPECTCUSTOMER

One-on-One PresentingStructure calls to take prospects up the Sales LadderCall structure allows you to set the agenda and to keep your calls focused on selling/educating, not extraneous matters.

Call StructureGreetingNew informationOpeningRecap and purposeDiscussionDealing with objectionsConditionsDiscussion tacticsSummary and close

Dealing With ObjectionsProbe to understand.Compliment, restate, and get agreement.Empathize, reassure, and support (feel, felt, found).Use trial closesForestall objectionsUse Yes, but and compare.Use case histories (case studies).Use coming to thatPass on objections.

Dealing With the Price ObjectionContinually talk about qualitySell a Patek PhilippeBreak price into smallest possible unitsTalk value, not price.Refer to investments, not costs.

ConditionsRecognize conditionsCant overcome conditions

Discussion TacticsVary your style.ContrastMovementNoveltyUse equivalencies.Narrow down objections and reconfirm.Change the basis for evaluation.Reassure doubts.Evaluate reactions.

How to Use Your Presentation One-on-OneHard copy one page at a timeHard copy - follow along (highlight points)Hard copy let them read, you shut upExcept for questionsEvaluate physical spaceSit as close as comfortableSide by side if possible

Presenting to GroupsUse PowerPoint, Flash, or Prezi.Presentations Zen (visuals)Clearly define your objectives beforehand.PreparationWhoWhereWhenHowWrite a scriptRehearse, rehearse, rehearse

Preparation (continued):Know your subject thoroughlyUnderstand your audienceEnergetic delivery

The PresentationOpenMain body of contentSummaryConclusion and next steps (commitment)Ratchet up your passion and make it memorableDebrief

Delivery TipsFit your style to audience expectations.Poise and confidenceLove your productBe conciseRemember WIIFMJeep jargon to a minimumWere number one never sold anythingNo negativesDont be defensive

Delivery TipsSmileEstablish eye contact with everyone.Vary your voice.Use peoples names.Be careful about injecting humor.Involve the audience.Tap into the decision makers emotions.Keep going.Laugh it off.Be yourself and have fun.

Delivery TipsUse 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 handle questions.Dont hand out hard copies beforehand.

Killer Presentation ChecklistFirst slide with companys 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 ContentsA list of the prospect's marketing and advertising goals.A list of the prospect's challenges in achieving those goals.

Killer PresentationsA 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 PresentationsShow 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 PresentationMust be better, more persuasive, more customer-focused, and offer more solutions than your competitors presentations.Have you seen what youre up against?

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