How to Deliver Sales Presentations that Win the Business.

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    13-Dec-2015

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Slide 2 How to Deliver Sales Presentations that Win the Business Slide 3 Effectiveness of Presentations WSJ: Motivational Systems survey of 200 large company V.P.s Boring Sleepy Stimulating! 44% 40% 3% Slide 4 When Incongruent... Sound of Voice 38% Words 7% Dr. Albert Mehrabian, UCLA Professor 10 Year Study on Non-verbal Communication Look/Act 55% Slide 5 Course Objectives Increase personal and company credibility Present from a clients perspective Deliver compelling solutions Respond to objections Tie the sales process together Slide 6 Day One Creating a positive first impression Focusing on the customer Presenting the solution Slide 7 Day Two Communicating with greater impact Responding to objections Tying the sales process together Slide 8 Sales Process SOLUTION INTEREST MOTIVE COMMITMENT RAPPORT CUSTOMER RELATIONSHIP PRE-APPROACH FOLLOW-UP Slide 9 First Impressions Attributes Name Company Target Customer Credibility Statement 1. General Benefits 2. Specific Results 3. Suggestion 4. Advance the Sale Slide 10 Credibility Statement Process 1. Relate general benefits you provide, relevant to this prospects business 2. Overview of specific benefits your clients have received 3. Suggest similar benefits are possible 4. Advance the Sale Slide 11 Fundamentals Slide 12 Own your material Feel positive about your product and company Relate the value of your product Slide 13 Guidelines 1. Make brief notes 2. Dont read a script 3. Never memorize a presentation 4. Use evidence Slide 14 Guidelines (2) 5. Know more than you can use 6. Rehearse with colleagues 7. Use visual aids 8. Control butterflies Slide 15 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. Dont talk with a scowling face Slide 16 Rapport (2) 8. Talk to listeners interests 9. Have fun 10. Dont apologize 11. Be a good person skilled in speaking 12. Welcome criticism 13. Be a good person skilled in speaking Slide 17 Focusing on the Customer Focusing on the Customer Slide 18 Pre-approach Who (people, company, industry) Call objectives Issues and needs Common ground Possible commitment What I will say first Slide 19 Openings Startling Statement Question Mystery Statement Compliment Referral Slide 20 Sales Process SOLUTION INTEREST MOTIVE COMMITMENT RAPPORT CUSTOMER RELATIONSHIP PRE-APPROACH FOLLOW-UP Slide 21 Questioning Model As-is Should Be Barriers Payout Slide 22 Interest Areas Primary Interest Other Considerations Buying Criteria Dominant Buying Motive Slide 23 Capability Statement Assert ability to meet customer needs Confident words and tone Specific statement Relate to Interest Areas Slide 24 Focusing on the Customer Opening As Is Should Be Barriers Payout Capability Statement Slide 25 Presenting the Solution Presenting the Solution Slide 26 Sales Process SOLUTION INTEREST MOTIVE COMMITMENT RAPPORT CUSTOMER RELATIONSHIP PRE-APPROACH FOLLOW-UP Slide 27 Solution Building Blocks CapabilityFactBenefit ApplicationEvidence Trial Close Slide 28 Capability Statement Assert ability to meet customer needs Confident words and tone Specific statement Relate to Interest Areas Slide 29 Fact Can be proven Specific True Slide 30 Benefit What the fact means to the customer Of value to any customer A reason to buy Slide 31 Application Directly tied to Information Gathering Unique and specific to each customer The customers experience of the benefit Slide 32 Evidence DEFEATS Doubt Demonstrations Examples Facts Exhibits Analogies Testimonials Statistics Doubt Evidence Slide 33 Trial Close Non-threatening question Tests customer reaction Clarifies customers position Slide 34 Presenting the Solution Capability Statement Facts Benefits Applications Evidence Trial Close Questions & Answers Slide 35 Question & Answer Period Clarifies message Reinforces key points Exposes resistance Encourages audience interaction Provides opportunity to add evidence Slide 36 Q & A Guidelines We have (time) for questions. Who has the first question? Listen Repeat or paraphrase Respond Slide 37 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 Slide 38 The Power of Visuals The Power of Visuals Slide 39 Benefits of Visuals Dramatize ideas Guide the presentation direction Make the message easy to understand Slide 40 Basic Design Guidelines 6x6 Rule Slide 41 6 x 6 Rule Six words per line Six lines per screen Slide 42 6 x 6 Rule Violated Heres 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 its 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 speakers presentation may be lost Slide 43 Basic Design Guidelines 6x6 Rule The 10 Seconds Rule Slide 44 Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words 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 Words Slide 45 Basic Design Guidelines 6x6 Rule The 10 Seconds Rule Check spelling Slide 46 Spelling Make sure to spell corectly Eye distracted by mistake Listeners may miss message Credibility is compromised Slide 47 Basic Design Guidelines 6x6 Rule The 10 Seconds Rule Check spelling Font size Slide 48 Font Size Legibility12Size of point on typed page Legibility18 Too Small Legibility24 Minimum Legibility28 Text Legibility36 Heads Legibility44 Titles Legibility 54 Impact Slide 49 Basic Design Guidelines 6x6 Rule The 10 Seconds Rule Check Spelling Font Size Words and Graphics Slide 50 Reporting as Text January sales at 300 units February sales down to 250 units March sales best yet = 425 units! Lets go for April = 500 units Slide 51 Make Information Visual 0 100 200 300 400 500 600 Jan 300 250 425 500 Lets Go! FebMarApr Slide 52 Interest Areas (Text) Primary Interest Buying Criteria Other Considerations Dominant Buying Motive Slide 53 Interest Areas (Photo) Primary Interest Other Considerations Buying Criteria Dominant Buying Motive Slide 54 Basic Design Guidelines 6x6 Rule The 10 Seconds Rule Check spelling Font size Words and Graphics Color Slide 55 Text Color & Contrast Light Text Dark Background Light Text Dark Background Dark Text Light Background Slide 56 Text/Background Colors Legibility Slide 57 Bright Rooms Clear or light backgrounds Dark text (contrast) Slide 58 Dark Rooms Dark color background Contrasting light text/objects Slide 59 Basic Design Guidelines 6x6 Rule The 10 Seconds Rule Check spelling Font size Words and Graphics Color Case Slide 60 OPPORTUNITYISNOWHERE ALL CAPS Slide 61 Initial Caps Only Opportunity Is Now Here Slide 62 Basic Design Guidelines 6x6 Rule The 10 Seconds Rule Check spelling Font size Words and Graphics Color Font Style Slide 63 Font Styles Slide 64 Basic Design Guidelines 6x6 Rule The 10 Seconds Rule Check spelling Font size Words and Graphics Color Font Style Animation Slide 65 Slide Transitions Transition = One slide to next Keep consistent Wipe Up carries eye to top Slide 66 Bullet Animations Reveal method Keep consistent Wipe Right carries eye across Slide 67 Creativity Font Style (256) Slide and Text Animation (228) Color (16) Graphics (Limitless) Photos (Limitless) Slide 68 Communicating With Greater Impact Communicating With Greater Impact Slide 69 Topics Presenting complex information Effective demonstrations Appealing to motives Team presentations Convincing with evidence Slide 70 Topics (2) Making written material come alive Capitalizing on our competitive advantages Using showmanship Convincing with evidence Slide 71 Responding to Objections Responding to Objections Slide 72 Tying the Sales Process Together Tying the Sales Process Together Slide 73 Sales Process SOLUTION INTEREST MOTIVE COMMITMENT RAPPORT CUSTOMER RELATIONSHIP PRE-APPROACH FOLLOW-UP Slide 74 Tying the Sales Process Together Open Client focus Capability Statement Present the solution Questions Closing Slide 75 Learning 83% more through Eyes Slide 76 Retention 10% Reading Slide 77 Retention (2) 30% Listening Slide 78 Retention (3) 53% Seeing and Listening Slide 79 Visual Choice Factors Number of visuals required Degree of permanency Size of audience Message content Time to prepare Cost Slide 80 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 Q UALITY + + - - - - + + FLEXIBILITYFLEXIBILITY FLEXIBILITYFLEXIBILITY Slide 81 Bold vs. Plain Legibility 12 18 24 28 36 44 Legibility Depends on Font! Slide 82 Straight vs. Italics Legibility 12 18 24 28 36 44 54 Legibility Slide 83 Sans-Serif vs. Serif Legibility 12 18 24 28 36 44 54 Legibility Slide 84 Sans-Serif vs. Serif Serif Sans-Serif Slide 85 Sales Presentations Day 2 Sales Presentations Day 2 Slide 86 Communicating With Greater Impact Communicating With Greater Impact Slide 87 Topics Selling internal change Effective demonstrations Appealing to motives Team presentations Presenting complex information Slide 88 Topics (2) Presenting complex information Making written material come alive Capitalizing on our competitive advantages Using showmanship Convincing with evidence Slide 89 Responding to Objections Responding to Objections Slide 90 Sales Process SOLUTION INTEREST MOTIVE COMMITMENT RAPPORT CUSTOMER RELATIONSHIP PRE-APPROACH FOLLOW-UP Slide 91 Responding in Pressure Situations Project professional posture Prepare positive messages Make your hands comfortable Maintain eye contact Use short uncomplicated answers Respond thoughtfully and promptly Slide 92 Resolving Objections Process Cushion Questions to Clarify Identify Hidden Objections Respond Trial close Slide 93 Response Methods Reverse, then explain Explain Educate with more information Provide evidence Provide value justification Slide 94 Evidence DEFEATS Doubt Demonstrations Examples Facts Exhibits Analogies Testimonials Statistics Doubt Evidence Slide 95 Tying the Sales Process Together Slide 96 Tying the Sales Process Together Open Client focus Capability Statement Present the solution Questions Closing Wrap Up Commitment Slide 97 Sales Process SOLUTION INTEREST MOTIVE COMMITMENT RAPPORT CUSTOMER RELATIONSHIP PRE-APPROACH FOLLOW-UP Slide 98 Gaining Commitment Direct question Alternate choice Minor point Next step Opportunity Weighing method Slide 99 How to Deliver Sales Presentations that Win the Business