Killer Presentations.ppt

killer presentations,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,customer,prospect,attention,interest,desire,conviction,action,satisfaction,repurchase,the sales ladder,steps of selling,repurchase,servicing,negotiating and closing,presenting,generating solutions,identifying problems,prospecting,rackman,implementation,resolution of concerns,evaluation of alternatives,recognition of needs,advertising,repurchase,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.,repurchase,reinforce and remind,adoption,induce trial,communicate information,create awareness,prospect,customer,killer presentations,killer presentations are designed to move prospects up the sales ladder. they make tangible your primary sales objective to get results for your customers. they make tangible of your primary sales strategy to sell solutions to your customers problems. they are the record of your promise to your customers.,killer presentations,the best way “to create a differential competitive advantage for your product with an overwhelming weight of evidence” is to demonstrate how your proposal solves your customers problems. the best way “to create value for your product” is to demonstrate how your solutions benefit your customers.,killer presentations,before you create a presentation, you must define the objectives of the presentation. create value for your company (a gp, e.g.) never an “introduction,” which is just a list of features. “were number one” never sold anything. propose specific solutions. lay out deal terms prior to negotiation. close a deal.,preparation who where intimate space if possible when how see media selling, 4th edition, chapter 11.,preparation,rehearsal practice, practice, practice know your subject thoroughly understand your audience effective room setup understand the dos and donts of kinesthetic speaking,kinesthetic speaking*,do identify individuals who can serve as proxies for the whole audience. vary the distance between yourself and the audience, moving into the personal space of proxies to recount an anecdote or to make a plea. ensure that your physical moves are in harmony with your verbal message. prepare your own presentations so your physical moves dont betray inauthentic content. read and respond to the nonverbal cues of audience members.,* nick morgan. 2001 “the kinesthetic speaker: putting action into words.” harvard business review. april. p.115.,dont speak generally to the entire audience for long periods. repeatedly move back and forth between podium or slide projector and the screen. turn away from the audience to cue up your next slide while speaking. fidget away your nervous energy. count on the audience remembering more than one or two of your main points.,structure of oral presentations,open dramatic mention the theme mention time frame how to handle questions main body of content tell stories, dont read the slides. summary conclusion and next steps ratchet up your passion in the conclusion. next steps is your close.,debrief you learn more from your losses than from your wins,killer presentations,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. next, a list of agenda items or a table of contents,a list of the prospects marketing and advertising goals a list of the prospects challenges in achieving those goals a statement of the prospects current strategy in achieving marketing and advertising goals (differentiation, focus, low-cost producer, e.g.) a description of the prospects primary customers/target audience,an identification of opportunities that are solutions to the prospects problems and challenges present the advantages of your solution over your competition, but dont knock the competition. present the benefits of your solutions (schedules, campaigns, packages, etc.) to the prospects challenges.,show specifically how the solutions and recommendations will make their business more profitable. use an roi analysis if appropriate. 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