How to Deliver Sales Presentations that 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

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”

Focusing on the Customer

Focusing on the Customer

Pre-approachPre-approach

Who (people, company, industry)

Call objectives

Issues and needs

Common ground

Possible commitment

What I will say first

OpeningsOpenings

Startling Statement

Question

Mystery Statement

Compliment

Referral


SOLUTION

INTEREST

MOTIVECOMMITMENT

RAPPORT CUSTOMER


Questioning ModelQuestioning Model

As-is

Should Be

Barriers

Payout

Interest AreasInterest Areas

PrimaryInterestPrimaryInterest

OtherConsiderations

OtherConsiderations

BuyingCriteriaBuyingCriteria

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

Presentingthe SolutionPresentingthe Solution


SOLUTION

INTEREST

MOTIVECOMMITMENT

RAPPORT CUSTOMER


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

FactFact

Can be proven

Specific

True

BenefitBenefit

What the fact means to the customer Of value to any customer A reason to buy

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

The Powerof VisualsThe Powerof Visuals

Benefits of VisualsBenefits of Visuals

Dramatize ideas

Guide the presentation direction

Make the message easy to understand

Basic Design GuidelinesBasic Design Guidelines

6x6 Rule

6 x 6 Rule6 x 6 Rule

Six words per line Six lines per screen

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


6x6 Rule The 10 Seconds Rule

Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words 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


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


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


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




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








Bright RoomsBright Rooms

Clear or light backgrounds

Dark text (contrast)

Dark RoomsDark Rooms

Dark color background Contrasting light text/objects


6x6 Rule The 10 Seconds Rule Check spelling Font size Words and Graphics Color Case

OPPORTUNITYISNOWHERE

ALL CAPSALL CAPS

Initial Caps OnlyInitial Caps Only

Opportunity Is Now Here


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)


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

Bullet AnimationsBullet Animations

“Reveal” method Keep consistent “Wipe Right” carries eye across

CreativityCreativity

Font Style (256) Slide and Text Animation (228) Color (16) Graphics (Limitless) Photos (Limitless)

Communicating With Greater Impact


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

Responding to Objections

Responding to Objections

Tying the Sales Process Together

Tying the Sales Process Together


SOLUTION

INTEREST

MOTIVECOMMITMENT

RAPPORT CUSTOMER


Tying the Sales Process TogetherTying the Sales Process Together

Open

Client focus

Capability Statement

Present the solution

Questions

Closing

LearningLearning

83% more83% morethrough Eyesthrough Eyes

RetentionRetention

10%10%Reading

Retention (2)Retention (2)

30%30%

Listening

Retention (3)Retention (3)

53%53% Seeingand

Listening

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

Sans-Serif vs. SerifSans-Serif vs. Serif

SerifSerifSans-SerifSans-Serif

Sales PresentationsDay 2

Sales PresentationsDay 2



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

Responding to ObjectionsResponding to Objections


SOLUTION

INTEREST

MOTIVECOMMITMENT

RAPPORT CUSTOMER


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 Tying the Sales Process TogetherSales Process Together

Tying the Sales Process TogetherTying the Sales Process Together

Open Client focus Capability Statement Present the solution Questions Closing

Wrap Up Commitment


SOLUTION

INTEREST

MOTIVECOMMITMENT

RAPPORT CUSTOMER


Gaining CommitmentGaining Commitment

Direct question

Alternate choice

Minor point

Next step

Opportunity

Weighing method





Documents

How to Deliver Sales Presentations that Win the Business