How To Presentand Killer Presentations

PROSPECT Attention Interest Desire Conviction Action Satisfaction Repurchase The Sales Ladder Steps of Selling Repurchase Servicing Negotiating and Closing Presenting Generating Solution

How to Present

1. To create a differential competitive advantage for

your product with an overwhelming weight of evidence

2. To create value for your product

3. To build desire for your proposal

4. To establish conviction that your proposal is the

best one

5. To get a commitment

 Next steps

 A meeting with appropriate decision makers

 To move the sale forward – up the Sales Ladder

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

Implementatio n

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

Repurchase

Reinforce and

Remind Adoption

Induce Trial

Communicate Information

Create Awareness

PROSPECT CUSTOMER

One-on-One Presenting

Ladder

to keep your calls focused on selling/educating, not extraneous matters

Call Structure

– Dealing with objections

– Conditions

– Discussion tactics

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

– Sell a Patek Philippe

Conditions

Discussion Tactics

– Contrast

– Movement

– Novelty

How to Use Your Presentation

One-on-One

– Except for questions

– Sit as close as comfortable

– Side by side if possible

Presenting to Groups

– Who

– Where

– When

– How

 Write a script Rehearse, rehearse, rehearse

 Preparation (continued):

– Know your subject thoroughly

– Understand your audience

– Energetic delivery

The Presentation

 Open

– Ratchet up your passion and make it memorable

Delivery Tips

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

Delivery Tips

read slides.

the decision maker).

questions.

Killer Presentation Checklist

1. First slide with company’s name, logo, and a catchy

theme that communicates that you understand its

challenges and suggests a partnership

2. Second slide with a concise Introduction which

includes a statement of the purpose of the

presentation

3. Agenda items or a Table of Contents

4. A list of the prospect's marketing and advertising

goals.

5. A list of the prospect's challenges in achieving those

goals

Killer Presentations

6. A statement of the prospect's current strategy in achieving

marketing and advertising goals (differentiation, focus, low-cost producer, e.g.).

7. A description of the prospect's primary customers/target

audience.

8. An identification of opportunities that are solutions to the

prospect's problems and challenges.

9. Present the advantages of your solution over your competition, but don't knock the competition.

10. Present the benefits of your solutions (schedules, campaigns,

packages, etc.) to the prospect's challenges.

11. 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

customer-focused, and offer more solutions than your competitor’s presentations.