How to Present

Presenting

Your objectives in this step of selling are:

1.

2.
3.
4.

5.

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

CUSTOMER

The Sales Ladder

Steps of
Selling

Repurchase

Repurchase

Satisfaction
Actio
n
Conviction
Desire
Interest

Servicing
Negotiating
and Closing
Presenting
Generating
Solutions
Identifying
Problems
Prospecting

Attention

Rackman
Repurchase
Implementatio
n

Advertising
Repurchase
Reinforce and
Remind

Resolution of
Concerns

Adoption

Evaluation of
Alternatives

Induce
Trial

Recognition
Of Needs

CUSTOMER

Communicate
Information
Create
Awareness

PROSPECT

Sources: Gerald L. Manning and Barry L. Reece. 1990. Selling Today: A Personal Approach. Boston: Allyn and
Bacon; Neil Rackham. 1989. Major Account Selling Strategies. New York: McGraw Hill.

PROSPECT

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.

Call Structure

Greeting
New information
Opening
Recap and purpose
Discussion

Dealing with objections

Conditions
Discussion tactics

Summary and close

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.

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.

Conditions

Recognize conditions
Cant overcome conditions

Discussion Tactics

Vary your style.

Contrast
Movement
Novelty

Use equivalencies.
Narrow down objections and reconfirm.
Change the basis for evaluation.
Reassure doubts.
Evaluate reactions.

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

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

Preparation (continued):

Know your subject thoroughly

Understand your audience
Energetic delivery

The Presentation

Open
Main body of content
Summary
Conclusion and next steps (commitment)

Ratchet up your passion and make it

memorable

Debrief

Delivery Tips

Fit your style to audience expectations.

Poise and confidence
Love your product
Be concise
Remember WIIFM
Jeep jargon to a minimum
Were number one never sold anything
No negatives
Dont be defensive

Delivery Tips

Smile
Establish eye contact with everyone.
Vary your voice.
Use peoples names.
Be careful about injecting humor.
Involve the audience.
Tap into the decision makers emotions.
Keep going.
Laugh it off.
Be yourself and have fun.

Delivery Tips

Use slides as a prompt for your narrative

dont read slides.
Face the audience, talk to individuals
(especially the decision maker).
Announce up front how youre going to
handle questions.
Dont hand out hard copies beforehand.

Killer Presentation Checklist

1.

2.

3.
4.

5.

First slide with companys 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.

Killer Presentations
6.

7.

8.

9.

10.

11.

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.

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.

Your Presentation

Must be better, more persuasive, more

customer-focused, and offer more
solutions than your competitors
presentations.
Have you seen what youre up against?