KillerPresentations.ppt

KillerPresentations,Presenting,Yourobjectivesinthisstepofsellingare:Tocreateadifferentialcompetitiveadvantageforyourproductwithanoverwhelmingweightofevidence.TocreatevalueforyourproductTobuilddesireforyourproposalToestablishconvictionthatyourproposalisthebestoneTogetacommitmentNextstepsAmeetingwithappropriatedecisionmakersTomovethesaleforwarduptheSalesLadder,CUSTOMER,PROSPECT,Attention,Interest,Desire,Conviction,Action,Satisfaction,Repurchase,TheSalesLadder,StepsofSelling,Repurchase,Servicing,NegotiatingandClosing,Presenting,GeneratingSolutions,IdentifyingProblems,Prospecting,Rackman,Implementation,ResolutionofConcerns,EvaluationofAlternatives,RecognitionOfNeeds,Advertising,Repurchase,Sources:GeraldL.ManningandBarryL.Reece.1990.SellingToday:APersonalApproach.Boston:AllynandBacon;NeilRackham.1989.MajorAccountSellingStrategies.NewYork:McGrawHill.,Repurchase,ReinforceandRemind,Adoption,InduceTrial,CommunicateInformation,CreateAwareness,PROSPECT,CUSTOMER,KillerPresentations,KillerpresentationsaredesignedtomoveprospectsuptheSalesLadder.Theymaketangibleyourprimarysalesobjectivetogetresultsforyourcustomers.Theymaketangibleofyourprimarysalesstrategytosellsolutionstoyourcustomersproblems.Theyaretherecordofyourpromisetoyourcustomers.,KillerPresentations,Thebestway“tocreateadifferentialcompetitiveadvantageforyourproductwithanoverwhelmingweightofevidence”istodemonstratehowyourproposalsolvesyourcustomersproblems.Thebestway“tocreatevalueforyourproduct”istodemonstratehowyoursolutionsbenefityourcustomers.,KillerPresentations,Beforeyoucreateapresentation,youmustdefinetheobjectivesofthepresentation.Createvalueforyourcompany(aGP,e.g.)Neveran“introduction,”whichisjustalistoffeatures.“Werenumberone”neversoldanything.Proposespecificsolutions.Layoutdealtermspriortonegotiation.Closeadeal.,PreparationWhoWhereIntimatespaceifpossibleWhenHowSeeMediaSelling,4thedition,Chapter11.,Preparation,RehearsalPractice,practice,practiceKnowyoursubjectthoroughlyUnderstandyouraudienceEffectiveroomsetupUnderstandthedosanddontsofkinestheticspeaking,KinestheticSpeaking*,DoIdentifyindividualswhocanserveasproxiesforthewholeaudience.Varythedistancebetweenyourselfandtheaudience,movingintothepersonalspaceofproxiestorecountananecdoteortomakeaplea.Ensurethatyourphysicalmovesareinharmonywithyourverbalmessage.Prepareyourownpresentationssoyourphysicalmovesdontbetrayinauthenticcontent.Readandrespondtothenonverbalcuesofaudiencemembers.,*NickMorgan.2001“TheKinestheticSpeaker:PuttingActionintoWords.”HarvardBusinessReview.April.P.115.,DontSpeakgenerallytotheentireaudienceforlongperiods.Repeatedlymovebackandforthbetweenpodiumorslideprojectorandthescreen.Turnawayfromtheaudiencetocueupyournextslidewhilespeaking.Fidgetawayyournervousenergy.Countontheaudiencerememberingmorethanoneortwoofyourmainpoints.,StructureofOralPresentations,OpenDramaticmentionthethemeMentiontimeframeHowtohandlequestionsMainbodyofcontenttellstories,dontreadtheslides.SummaryConclusionandnextstepsRatchetupyourpassionintheconclusion.Nextstepsisyourclose.,DebriefYoulearnmorefromyourlossesthanfromyourwins,KillerPresentations,Firstslidewithcompanysname,logo,andacatchythemethatcommunicatesthatyouunderstanditschallengesandsuggestsapartnership.SecondslidewithaconciseIntroductionwhichincludesastatementofthepurposeofthepresentation.Next,alistofAgendaitemsoraTableofContents,AlistoftheprospectsmarketingandadvertisinggoalsAlistoftheprospectschallengesinachievingthosegoalsAstatementoftheprospectscurrentstrategyinachievingmarketingandadvertisinggoals(differentiation,focus,low-costproducer,e.g.)Adescriptionoftheprospectsprimarycustomers/targetaudience,AnidentificationofopportunitiesthataresolutionstotheprospectsproblemsandchallengesPresenttheadvantagesofyoursolutionoveryourcompetition,butdontknockthecompetition.Presentthebenefitsofyoursolutions(schedules,campaigns,packages,etc.)totheprospectschallenges.,Showspecificallyhowthesolutionsandrecommendationswillmaketheirbusinessmoreprofitable.UseanROIanalysisifappropriate.Showrelevantsuccessstoriesandcasestudiesfromsimilarcustomersasproofofyourabilitytoperformandgetresults.Showtermsandconditionsiftheyaredifferentfromstandardtermsandconditionsinyourmedium.,AconciseSu