This document provides guidance on how to effectively present to prospects in order to move them through the sales process. The objectives of a presentation are to create value, build desire, establish conviction, and gain commitment for the proposal. When presenting one-on-one, the call structure should set the agenda, keep calls focused on selling, and move prospects up the sales ladder. Effective presentations address objections, conditions, and discussion tactics to advance the sale. Proper delivery is also important, with tips including establishing eye contact, varying voice, keeping it concise, and involving the audience.
2. 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
3. CUSTOMER
PROSPECT
Attention
Interest
Desire
Conviction
Actio
n
Satisfaction
Repurchase
The Sales Ladder
Steps of
Selling
Repurchase
Servicing
Negotiating
and Closing
Presenting
Generating
Solutions
Identifying
Problems
Prospecting
Rackman
Implementatio
n
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
Create
Awareness
PROSPECT
CUSTOMER
4. 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.
6. 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.
7. 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.
9. Discussion Tactics
Vary your style.
– Contrast
– Movement
– Novelty
Use equivalencies.
Narrow down objections and reconfirm.
Change the basis for evaluation.
Reassure doubts.
Evaluate reactions.
10. 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
11. 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
13. The Presentation
Open
Main body of content
Summary
Conclusion and next steps (commitment)
– Ratchet up your passion and make it memorable
Debrief
14. 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
15. 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.
16. 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.
17. Killer Presentation Checklist
1. First slide with company’s name, logo, and a catchy
theme that communicates that you understand its
challenges and suggests a partnership.
2. Second slide with a concise Introduction which
includes 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 advertising
goals.
5. A list of the prospect's challenges in achieving those
goals.
18. Killer Presentations
6. A statement of the prospect's current strategy in achieving
marketing and advertising goals (differentiation, focus, low-cost
producer, e.g.).
7. A description of the prospect's primary customers/target
audience.
8. An identification of opportunities that are solutions to the
prospect'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 ROI
analysis if appropriate.
19. 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.
20. 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?