2 Presenting Your 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
3 Negotiating and Closing Resolution of Concerns Adoption Action Steps ofSellingRackmanAdvertisingThe Sales LadderRepurchaseCUSTOMERRepurchaseRepurchaseRepurchaseCUSTOMERReinforce andRemindServicingImplementationSatisfactionNegotiating and ClosingResolution ofConcernsAdoptionActionPresentingConvictionEvaluation ofAlternativesInduce TrialGeneratingSolutionsDesireIdentifyingProblemsCommunicateInformationInterestRecognitionOf NeedsCreateAwarenessProspectingAttentionPROSPECTPROSPECTSources: Gerald L. Manning and Barry L. Reece Selling Today: A Personal Approach. Boston: Allyn andBacon; Neil Rackham Major Account Selling Strategies. New York: McGraw Hill.
4 One-on-One Presenting Structure 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.
5 Call Structure Greeting New information Opening Recap and purpose DiscussionDealing with objectionsConditionsDiscussion tacticsSummary and close
6 Dealing With Objections Probe 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 that…”Pass on objections.
7 Dealing With the Price Objection Continually talk about qualitySell a Patek PhilippeBreak price into smallest possible unitsTalk value, not price.Refer to investments, not costs.
9 Discussion Tactics Vary your style. Use equivalencies. ContrastMovementNoveltyUse 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 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
11 Presenting to Groups Use PowerPoint, Flash, or Prezi. Presentations Zen (visuals)Clearly define your objectives beforehand.PreparationWhoWhereWhenHowWrite a scriptRehearse, rehearse, rehearse
12 Preparation (continued): Know your subject thoroughlyUnderstand your audienceEnergetic delivery
13 The Presentation Open Main body of content Summary Conclusion and next steps (commitment)Ratchet up your passion and make it memorableDebrief
14 Delivery Tips Fit your style to audience expectations. Poise and confidenceLove your productBe conciseRemember WIIFMJeep jargon to a minimum“We’re number one” never sold anythingNo negativesDon’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 TipsUse 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 First slide with company’s 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.
18 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.
19 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.
20 Your PresentationMust be better, more persuasive, more customer-focused, and offer more solutions than your competitor’s presentations.Have you seen what you’re up against?