2. How to Deliver Sales Presentations that Win the Business

3. Effectiveness of Presentations WSJ: Motivational Systems survey of 200 large company V.P.s “Boring” “Sleepy” Stimulating! 44% 40% 3%

4. When Incongruent... Sound of Voice 38% Words 7% Dr. Albert Mehrabian, UCLA Professor 10 Year Study on Non-verbal Communication Look/Act 55%

5. Course Objectives  Increase personal and company credibility  Present from a client’s perspective  Deliver compelling solutions  Respond to objections  Tie the sales process together

6. Day One  Creating a positive first impression  Focusing on the customer  Presenting the solution

7. Day Two  Communicating with greater impact  Responding to objections  Tying the sales process together

8. Sales Process SOLUTION INTEREST MOTIVE COMMITMENT RAPPORT CUSTOMER RELATIONSHIP PRE-APPROACH FOLLOW-UP

9. First Impressions  Attributes  Name  Company  Target Customer  Credibility Statement 1. General Benefits 2. Specific Results 3. Suggestion 4. Advance the Sale

10. Credibility 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 possible 4. Advance the Sale

11. Fundamentals

12.  Own your material  Feel positive about your product and company  Relate the value of your product

13. Guidelines 1. Make brief notes 2. Don’t read a script 3. Never memorize a presentation 4. Use evidence

14. Guidelines (2) 5. Know more than you can use 6. Rehearse with colleagues 7. Use visual aids 8. Control butterflies

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. Don’t talk with a scowling face

16. 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”

17. Focusing on the Customer Focusing on the Customer

18. Pre-approach  Who (people, company, industry)  Call objectives  Issues and needs  Common ground  Possible commitment  What I will say first

19. Openings  Startling Statement  Question  Mystery Statement  Compliment  Referral

20. Sales Process SOLUTION INTEREST MOTIVE COMMITMENT RAPPORT CUSTOMER RELATIONSHIP PRE-APPROACH FOLLOW-UP

21. Questioning Model As-is Should Be Barriers Payout

22. Interest Areas Primary Interest Other Considerations Buying Criteria Dominant Buying Motive

23. Capability Statement  Assert ability to meet customer needs  Confident words and tone  Specific statement  Relate to Interest Areas

24. Focusing on the Customer  Opening  As Is  Should Be  Barriers  Payout  Capability Statement

25. Presenting the Solution Presenting the Solution

26. Sales Process SOLUTION INTEREST MOTIVE COMMITMENT RAPPORT CUSTOMER RELATIONSHIP PRE-APPROACH FOLLOW-UP

27. Solution Building Blocks CapabilityFactBenefit ApplicationEvidence Trial Close

28. Capability Statement  Assert ability to meet customer needs  Confident words and tone  Specific statement  Relate to Interest Areas

29. Fact  Can be proven  Specific  True

30. Benefit  What the fact means to the customer  Of value to any customer  A reason to buy

31. Application  Directly tied to Information Gathering  Unique and specific to each customer  The customer’s experience of the benefit

32. Evidence DEFEATS Doubt  Demonstrations  Examples  Facts  Exhibits  Analogies  Testimonials  Statistics Doubt Evidence

33. Trial Close  Non-threatening question  Tests customer reaction  Clarifies customer’s position

34. Presenting the Solution  Capability Statement  Facts  Benefits  Applications  Evidence  Trial Close  Questions & Answers

35. Question & Answer Period  Clarifies message  Reinforces key points  Exposes resistance  Encourages audience interaction  Provides opportunity to add evidence

36. Q & A Guidelines  “We have (time) for questions.”  “Who has the first question?”  Listen  Repeat or paraphrase  Respond

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

38. The Power of Visuals The Power of Visuals

39. Benefits of Visuals  Dramatize ideas  Guide the presentation direction  Make the message easy to understand

40. Basic Design Guidelines  6x6 Rule

41. 6 x 6 Rule  Six words per line  Six lines per screen

42. 6 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

43. Basic Design Guidelines  6x6 Rule  The 10 Seconds Rule

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

45. Basic Design Guidelines  6x6 Rule  The 10 Seconds Rule  Check spelling

46. Spelling  Make sure to spell corectly  Eye distracted by mistake  Listeners may miss message  Credibility is compromised

47. Basic Design Guidelines  6x6 Rule  The 10 Seconds Rule  Check spelling  Font size

48. Font Size Legibility12Size of point on typed page Legibility18 Too Small Legibility24 Minimum Legibility28 Text Legibility36 Heads Legibility44 Titles Legibility 54 Impact

49. Basic Design Guidelines  6x6 Rule  The 10 Seconds Rule  Check Spelling  Font Size  Words and Graphics

50. Reporting 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

51. Make Information Visual 0 100 200 300 400 500 600 Jan 300 250 425 500 Let’s Go! FebMarApr

52. Interest Areas (Text)  Primary Interest  Buying Criteria  Other Considerations  Dominant Buying Motive

53. Interest Areas (Photo) Primary Interest Other Considerations Buying Criteria Dominant Buying Motive

54. Basic Design Guidelines  6x6 Rule  The 10 Seconds Rule  Check spelling  Font size  Words and Graphics  Color

55. Text Color & Contrast  Light Text  Dark Background  Light Text  Dark Background  Dark Text  Light Background

56. Text/Background Colors Legibility

57. Bright Rooms  Clear or light backgrounds  Dark text (contrast)

58. Dark Rooms  Dark color background  Contrasting light text/objects

59. Basic Design Guidelines  6x6 Rule  The 10 Seconds Rule  Check spelling  Font size  Words and Graphics  Color  Case

60. OPPORTUNITYISNOWHERE ALL CAPS

61. Initial Caps Only Opportunity Is Now Here

62. Basic Design Guidelines  6x6 Rule  The 10 Seconds Rule  Check spelling  Font size  Words and Graphics  Color  Font Style

63. Font Styles

64. Basic Design Guidelines  6x6 Rule  The 10 Seconds Rule  Check spelling  Font size  Words and Graphics  Color  Font Style  Animation

65. Slide Transitions  Transition = One slide to next  Keep consistent  “Wipe Up” carries eye to top

66. Bullet Animations  “Reveal” method  Keep consistent  “Wipe Right” carries eye across

67. Creativity  Font Style (256)  Slide and Text Animation (228)  Color (16)  Graphics (Limitless)  Photos (Limitless)

68. Communicating With Greater Impact Communicating With Greater Impact

69. Topics  Presenting complex information  Effective demonstrations  Appealing to motives  Team presentations  Convincing with evidence

70. Topics (2)  Making written material come alive  Capitalizing on our competitive advantages  Using showmanship  Convincing with evidence

71. Responding to Objections Responding to Objections

72. Tying the Sales Process Together Tying the Sales Process Together

73. Sales Process SOLUTION INTEREST MOTIVE COMMITMENT RAPPORT CUSTOMER RELATIONSHIP PRE-APPROACH FOLLOW-UP

74. Tying the Sales Process Together  Open  Client focus  Capability Statement  Present the solution  Questions  Closing

75. Learning 83% more through Eyes

76. Retention 10% Reading

77. Retention (2) 30% Listening

78. Retention (3) 53% Seeing and Listening

79. Visual Choice Factors  Number of visuals required  Degree of permanency  Size of audience  Message content  Time to prepare  Cost

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

81. Bold vs. Plain Legibility 12 18 24 28 36 44 Legibility Depends on Font!

82. Straight vs. Italics Legibility 12 18 24 28 36 44 54 Legibility

83. Sans-Serif vs. Serif Legibility 12 18 24 28 36 44 54 Legibility

84. Sans-Serif vs. Serif Serif Sans-Serif

85. Sales Presentations Day 2 Sales Presentations Day 2

86. Communicating With Greater Impact Communicating With Greater Impact

87. Topics  Selling internal change  Effective demonstrations  Appealing to motives  Team presentations  Presenting complex information

88. Topics (2)  Presenting complex information  Making written material come alive  Capitalizing on our competitive advantages  Using showmanship  Convincing with evidence

89. Responding to Objections Responding to Objections

90. Sales Process SOLUTION INTEREST MOTIVE COMMITMENT RAPPORT CUSTOMER RELATIONSHIP PRE-APPROACH FOLLOW-UP

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

92. Resolving Objections Process  Cushion  Questions to Clarify  Identify Hidden Objections  Respond  Trial close

93. Response Methods  Reverse, then explain  Explain  Educate with more information  Provide evidence  Provide value justification

94. Evidence DEFEATS Doubt  Demonstrations  Examples  Facts  Exhibits  Analogies  Testimonials  Statistics Doubt Evidence

95. Tying the Sales Process Together

96. Tying the Sales Process Together  Open  Client focus  Capability Statement  Present the solution  Questions  Closing Wrap Up Commitment

97. Sales Process SOLUTION INTEREST MOTIVE COMMITMENT RAPPORT CUSTOMER RELATIONSHIP PRE-APPROACH FOLLOW-UP

98. Gaining Commitment  Direct question  Alternate choice  Minor point  Next step  Opportunity  Weighing method

99. How to Deliver Sales Presentations that Win the Business