how to deliver sales presentations that win the business
TRANSCRIPT
How to Deliver How to Deliver Sales PresentationsSales Presentations
that Win the Businessthat Win the Business
How to Deliver How to Deliver Sales PresentationsSales Presentations
that Win the Businessthat Win the Business
Effectiveness of PresentationsEffectiveness of Presentations
WSJ: Motivational Systems survey of 200 large company V.P.s
“Boring”
“Sleepy”
Stimulating!
44%
40%
3%
When Incongruent. . .When Incongruent. . .
Sound of Voice 38%
Words
7%
Dr. Albert Mehrabian, UCLA Professor10 Year Study on Non-verbal Communication
Look/Act
55%
Course ObjectivesCourse Objectives
Increase personal and company credibility
Present from a client’s perspective
Deliver compelling solutions
Respond to objections
Tie the sales process together
Day OneDay One
Creating a positive first impression
Focusing on the customer
Presenting the solution
Day TwoDay Two
Communicating with greater impact
Responding to objections
Tying the sales process together
Sales ProcessSales Process
SOLUTION
INTEREST
MOTIVECOMMITMENT
RAPPORT CUSTOMER
RELATIONSHIPPRE-APPROACH FOLLOW-UP
First ImpressionsFirst Impressions
Attributes Name Company Target Customer Credibility Statement
1. General Benefits
2. Specific Results
3. Suggestion
4. Advance the Sale
Credibility Statement ProcessCredibility Statement Process
1. Relate general benefits you provide, relevant to this prospect’s business
2. Overview of specific benefits your clients have received
3. Suggest similar benefits are possible4. Advance the Sale
FundamentalsFundamentals
Own your material
Feel positive about your product and
company
Relate the value of your product
GuidelinesGuidelines
1. Make brief notes
2. Don’t read a script
3. Never memorize a presentation
4. Use evidence
Guidelines (2)Guidelines (2)
5. Know more than you can use
6. Rehearse with colleagues
7. Use visual aids
8. Control butterflies
Rapport (1)Rapport (1)
1. Consider yourself honored, and say so
2. Give sincere appreciation
3. Mention names
4. Play yourself down – not up
5. Say “we,” not “you”
6. Don’t talk with a scowling face
Rapport (2)Rapport (2)
8. Talk to listener’s interests
9. Have fun
10. Don’t apologize
11. Be “a good person skilled in speaking”
12. Welcome criticism
13. Be a “good person skilled in speaking”
Pre-approachPre-approach
Who (people, company, industry)
Call objectives
Issues and needs
Common ground
Possible commitment
What I will say first
Sales ProcessSales Process
SOLUTION
INTEREST
MOTIVECOMMITMENT
RAPPORT CUSTOMER
RELATIONSHIPPRE-APPROACH FOLLOW-UP
Interest AreasInterest Areas
PrimaryInterestPrimaryInterest
OtherConsiderations
OtherConsiderations
BuyingCriteriaBuyingCriteria
DominantBuyingMotive
DominantBuyingMotive
Capability StatementCapability Statement
Assert ability to meet customer needs Confident words and tone Specific statement Relate to Interest Areas
Focusing on the CustomerFocusing on the Customer
Opening
As Is
Should Be
Barriers
Payout
Capability Statement
Sales ProcessSales Process
SOLUTION
INTEREST
MOTIVECOMMITMENT
RAPPORT CUSTOMER
RELATIONSHIPPRE-APPROACH FOLLOW-UP
Solution Building BlocksSolution Building Blocks
CapabilityCapability FactFact BenefitBenefit
ApplicationApplication EvidenceEvidence
Trial CloseTrial Close
Capability StatementCapability Statement
Assert ability to meet customer needs Confident words and tone Specific statement Relate to Interest Areas
ApplicationApplication
Directly tied to Information Gathering Unique and specific to each customer The customer’s experience of the benefit
Evidence DEFEATS DoubtEvidence DEFEATS Doubt
Demonstrations Examples Facts Exhibits Analogies Testimonials Statistics DoubtDoubt
EvidenceEvidence
Trial CloseTrial Close
Non-threatening question
Tests customer reaction
Clarifies customer’s position
Presenting the SolutionPresenting the Solution
Capability Statement Facts Benefits Applications Evidence Trial Close Questions & Answers
Question & Answer PeriodQuestion & Answer Period
Clarifies message
Reinforces key points
Exposes resistance
Encourages audience interaction
Provides opportunity to add evidence
Q & A GuidelinesQ & A Guidelines
“We have (time) for questions.”
“Who has the first question?”
Listen
Repeat or paraphrase
Respond
Q & A Guidelines (2)Q & A Guidelines (2)
“Who has the next question?”
If no questions – state and answer own
Request clarification when needed
“Who has the final question?”
Reiterate closing point
Benefits of VisualsBenefits of Visuals
Dramatize ideas
Guide the presentation direction
Make the message easy to understand
6 x 6 Rule Violated6 x 6 Rule Violated
Here’s the first bullet item for this screen The next bullet item – it has more to say This bullet item was hard to fit in this space This bullet was very important to include Now it’s time to see this very important bullet Pretty soon the screen is filled with text And the audience has to work too hard Interest in speaker’s presentation may be lost
Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words
Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words
Picture = 1000 WordsPicture = 1000 Words
Basic Design GuidelinesBasic Design Guidelines
6x6 Rule6x6 Rule The 10 Seconds RuleThe 10 Seconds Rule Check spelling
SpellingSpelling
Make sure to spell corectly
Eye distracted by mistake
Listeners may miss message
Credibility is compromised
Basic Design GuidelinesBasic Design Guidelines
6x6 Rule The 10 Seconds Rule Check spelling Font size
Font SizeFont Size
Legibility 12 Size of point on typed page
Legibility 18 Too Small
Legibility 24 Minimum
Legibility 28 Text
Legibility 36 Heads
Legibility 44 Titles
Legibility 54 Impact
Basic Design GuidelinesBasic Design Guidelines
6x6 Rule The 10 Seconds Rule Check Spelling Font Size Words and Graphics
Reporting as TextReporting as Text
January sales at 300 units February sales down to 250 units March sales best yet = 425 units! Let’s go for April = 500 units
Make Information VisualMake Information Visual
0
100
200
300
400
500
600
Jan
300250
425
500
Let’s Go!Let’s Go!
Feb Mar Apr
Interest Areas (Text)Interest Areas (Text)
Primary Interest
Buying Criteria
Other Considerations
Dominant Buying Motive
Interest Areas (Photo)Interest Areas (Photo)
PrimaryInterestPrimaryInterest
OtherConsiderations
OtherConsiderations
BuyingCriteriaBuyingCriteria
DominantBuyingMotive
DominantBuyingMotive
Basic Design GuidelinesBasic Design Guidelines
6x6 Rule The 10 Seconds Rule Check spelling Font size Words and Graphics Color
Text Color & ContrastText Color & Contrast
Light TextLight Text Dark BackgroundDark Background
Light TextLight Text Dark BackgroundDark Background Dark Text
Light Background
Text/Background ColorsText/Background Colors
LegibilityLegibilityLegibilityLegibilityLegibilityLegibility
LegibilityLegibilityLegibilityLegibilityLegibilityLegibility
LegibilityLegibilityLegibilityLegibilityLegibilityLegibility
LegibilityLegibilityLegibilityLegibilityLegibilityLegibility
LegibilityLegibilityLegibilityLegibilityLegibilityLegibility
LegibilityLegibilityLegibilityLegibilityLegibilityLegibility
LegibilityLegibilityLegibilityLegibilityLegibilityLegibility
LegibilityLegibilityLegibilityLegibilityLegibilityLegibility
Basic Design GuidelinesBasic Design Guidelines
6x6 Rule The 10 Seconds Rule Check spelling Font size Words and Graphics Color Case
Basic Design GuidelinesBasic Design Guidelines
6x6 Rule The 10 Seconds Rule Check spelling Font size Words and Graphics Color Font Style
Font StylesFont Styles
Plain Bold Bold Italic Bold Shadow (light)Bold Shadow (light) Bold EmbossedBold Embossed Bold Shadow (dark)Bold Shadow (dark)
Basic Design GuidelinesBasic Design Guidelines
6x6 Rule The 10 Seconds Rule Check spelling Font size Words and Graphics Color Font Style Animation
Slide TransitionsSlide Transitions
Transition = One slide to next Keep consistent “Wipe Up” carries eye to top
CreativityCreativity
Font Style (256) Slide and Text Animation (228) Color (16) Graphics (Limitless) Photos (Limitless)
TopicsTopics
Presenting complex information
Effective demonstrations
Appealing to motives
Team presentations
Convincing with evidence
Topics (2)Topics (2)
Making written material come alive
Capitalizing on our competitive advantages
Using showmanship
Convincing with evidence
Sales ProcessSales Process
SOLUTION
INTEREST
MOTIVECOMMITMENT
RAPPORT CUSTOMER
RELATIONSHIPPRE-APPROACH FOLLOW-UP
Tying the Sales Process TogetherTying the Sales Process Together
Open
Client focus
Capability Statement
Present the solution
Questions
Closing
Visual Choice FactorsVisual Choice Factors
Number of visuals required Degree of permanency Size of audience Message content Time to prepare Cost
Visual Choice Factors (2)Visual Choice Factors (2)
Paper charts
Whiteboards
Handouts
Wall charts
Paper charts
Whiteboards
Handouts
Wall charts
Computer generated
Overhead transparency
Binder
Exhibits
35mm slides
Video
Computer generated
Overhead transparency
Binder
Exhibits
35mm slides
Video
QUALITYQUALITY ++--
--
++FLEXIBILITY
FLEXIBILITY
Bold vs. PlainBold vs. Plain
Legibility
Legibility
Legibility
Legibility
Legibility
Legibility
12
18
24
28
36
44
Legibility
Legibility
Legibility
Legibility
Legibility
Legibility
Depends on Font!
Straight vs. ItalicsStraight vs. Italics
Legibility
Legibility
Legibility
Legibility
Legibility
Legibility
Legibility
12
18
24
28
36
44
54
Legibility
Legibility
Legibility
Legibility
Legibility
Legibility
Legibility
Sans-Serif vs. SerifSans-Serif vs. Serif
Legibility
Legibility
Legibility
Legibility
Legibility
Legibility
Legibility
12
18
24
28
36
44
54
Legibility
Legibility
Legibility
Legibility
Legibility
Legibility
Legibility
TopicsTopics
Selling internal change Effective demonstrations Appealing to motives Team presentations Presenting complex information
Topics (2)Topics (2)
Presenting complex information Making written material come alive Capitalizing on our competitive
advantages Using showmanship Convincing with evidence
Sales ProcessSales Process
SOLUTION
INTEREST
MOTIVECOMMITMENT
RAPPORT CUSTOMER
RELATIONSHIPPRE-APPROACH FOLLOW-UP
Responding in Pressure SituationsResponding in Pressure Situations
Project professional posture
Prepare positive messages
Make your hands comfortable
Maintain eye contact
Use short uncomplicated answers
Respond thoughtfully and promptly
Resolving Objections ProcessResolving Objections Process
Cushion
Questions to Clarify
Identify Hidden Objections
Respond
Trial close
Response MethodsResponse Methods
Reverse, then explain
Explain
Educate with more information
Provide evidence
Provide value justification
Evidence DEFEATS DoubtEvidence DEFEATS Doubt
Demonstrations Examples Facts Exhibits Analogies Testimonials Statistics DoubtDoubt
EvidenceEvidence
Tying the Sales Process TogetherTying the Sales Process Together
Open Client focus Capability Statement Present the solution Questions Closing
Wrap Up Commitment
Sales ProcessSales Process
SOLUTION
INTEREST
MOTIVECOMMITMENT
RAPPORT CUSTOMER
RELATIONSHIPPRE-APPROACH FOLLOW-UP
Gaining CommitmentGaining Commitment
Direct question
Alternate choice
Minor point
Next step
Opportunity
Weighing method