1. How to Present

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 product
To build desire for your proposal
To establish conviction that your proposal is the best one
To get a commitment
Next steps
A meeting with appropriate decision makers
To move the sale forward – up the Sales Ladder

3. Negotiating and Closing Resolution of Concerns Adoption Action
Steps of
Selling
Rackman
Advertising
The Sales Ladder
Repurchase
CUSTOMER
Repurchase
Repurchase
Repurchase
CUSTOMER
Reinforce and
Remind
Servicing
Implementation
Satisfaction
Negotiating and Closing
Resolution of
Concerns
Adoption
Action
Presenting
Conviction
Evaluation of
Alternatives
Induce Trial
Generating
Solutions
Desire
Identifying
Problems
Communicate
Information
Interest
Recognition
Of Needs
Create
Awareness
Prospecting
Attention
PROSPECT
PROSPECT
Sources: Gerald L. Manning and Barry L. Reece Selling Today: A Personal Approach. Boston: Allyn and
Bacon; Neil Rackham Major Account Selling Strategies. New York: McGraw Hill.

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.

5. Call Structure Greeting New information Opening Recap and purpose
Discussion
Dealing with objections
Conditions
Discussion tactics
Summary and close

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.

8. Conditions
Recognize conditions
Can’t overcome conditions

9. Discussion Tactics Vary your style. Use equivalencies.
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

12. Preparation (continued):
Know your subject thoroughly
Understand your audience
Energetic delivery

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
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 Contents
A list of the prospect's marketing and advertising goals.
A list of the prospect's challenges in achieving those goals.

18. Killer Presentations
A 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 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?