As the meeting began, the project manager of the buying committee told me that the key decision-maker would miss the first 20 minutes or so of my presentation. This was a very competitive sale that I was working on at the time. There were about a dozen or so business-people from the prospect company that I was selling to in this meeting. The presentation was scheduled to last about 90 minutes. During the first 20 minutes I had planned to cover my "persuasive arguments" (that is my company and product benefits).
So how do you think that I felt about this wonderful news?
The fact that this decision-maker felt it to be an efficient use of his time to avoid the beginning of the sales presentation speaks volumes about the reputation of salespeople and our sales presentations. He judged that, he had better things to do than sit through a PowerPoint presentation about how many years we had been in business, how we were so customer focused, and how we were absolutely the best choice for their business. He chose instead to attend only the product demonstration part of the presentation.
The advent of presentation software like Powerpoint has allowed many people to assemble information for presentation very quickly. Unfortunately it also reinforces the all too common sales style of delivering features and benefits in the effort to persuade. Most buyers are too nice to tell us that they are bored with this approach. And so on it goes.
Engage your audience by telling stories. Begin the story even before doing introductions, agenda review, etc. Use this to get their attention and take full control. What kind of story should you tell? The best stories are ones that the prospect can relate to. How? Tell a story about one of your customers who had a big problem and how they solved it by doing business with you. Make the story engaging by describing it in vivid emotional detail - who was affected by the problem, how was it impacting them, and how did they feel, and how did the solution change all of this?
Take your feature benefit points and weave them into the story. They will have 10 times the impact and will be remembered when delivered this way. You can even say to your audience for emphasis "you might want to write that down". And what should you do with those PowerPoint slides that someone in marketing spent hours developing? Print them out as a handout, and give it to your audience at the end of your presentation.
Dont' stop with just one story. Create multiple stories for an interesting and persuasive presentation that will generate discussion about the customer's business problems and how you can solve them.
As for that decision-maker who blows off the first part of your meeting? All objections, stalls, and problems should be handled in advance. If you haven't yet secured access to the decision-maker, give your sponsor an agenda with the first items being "Customer Successes", followed by "Live Product Demonstration". Save the "Company Overview" for the end. No one cares that you have 735 employees until you have proven that you can help solve their business problems.
© 1999-2004 Shamus Brown, All Rights Reserved.
Shamus Brown is a Professional Sales Coach and former high-tech sales pro who began his career selling for IBM. Shamus has written more than 50 articles on selling and is the creator of the popular Persuasive Selling Skills CD Audio Program. You can read more of Shamus Brown's sales tips at http://Sales-Tips.industrialEGO.com/ and you can learn more about his persuasive sales skills training at http://www.Persuasive-Sales-Skills.com/
![]() |
|
![]() |
|
![]() |
|
![]() |
So you're not a professional speaker. That's no excuse for... Read More
There are many definitions for presentations. When you present there... Read More
Do you ever get frustrated with your marketing? Are you... Read More
How?Try a blueprint like this: people act on their own... Read More
So you're going to have a booth at a trade... Read More
Regardless of the nature of our job or social standing,... Read More
Did the "Painless" part of the title get your attention?Speaking... Read More
Whether you are training preschoolers in the classroom or executives... Read More
Ever had that uncomfortable feeling of not knowing where to... Read More
The communication process can be much more difficult than a... Read More
There are four different ways that audience members assimilate information.... Read More
Since the events of September 11th and the economy slipping... Read More
Most of us would agree that having humor in our... Read More
Communication is vital for survival in an age of information... Read More
The CEO of a worldwide business asked me to help... Read More
"There can be no knowledge without emotion. We may be... Read More
Believe it or not, preparation is a better determinant of... Read More
Presenters often tell me that they fear losing their train... Read More
I am of the belief that the majority of people... Read More
How many people will need to see the screen? A... Read More
Preperation is vital when conducting a successful videoconference session. Thus... Read More
Cattiness is something no one ever wants to be accused... Read More
If you deliver electronic presentations using PowerPoint or other programs,... Read More
Usually the emphasis on making an effective speech is what... Read More
The quality of your sales presentation will often determine whether... Read More
Flash chart, flash map, flash graph may be mistaken for... Read More
It is both good planning and considerate to provide auditors... Read More
Like most good achievements, a magnificent meeting depends on planning... Read More
"Let it be known, no person, thing, or situation... Read More
Company attire says a lot about your business philosophy to... Read More
Tomorrow's the day and you're dreading it. You're scheduled to... Read More
No matter what your business is, you will enhance your... Read More
As the meeting began, the project manager of the buying... Read More
MAKING INFORMATIVE LESSON PLANS: --The performance objectives should answer this... Read More
Company attire says a lot about your business philosophy to... Read More
"There can be no knowledge without emotion. We may be... Read More
You're in a conference room. You're giving a PowerPoint presentation... Read More
I had been working on a logo idea for several... Read More
KEEPING MEETINGS PRODUCTIVE: Whether participants approve or disapprove of an... Read More
Whenever and whatever you're pitching, dozens of factors will figure... Read More
The CEO of a worldwide business asked me to help... Read More
The international flavour of many people's jobs naturally means that... Read More
We all fear that moment. You look out on a... Read More
ALTERNATIVES TO THE LECTURE FORMAT: How often do you use... Read More
A trade show is an ideal way of showcasing your... Read More
Converting PowerPoint to Flash would be absolutely a good choice... Read More
Myth 1: Executives belong in meetings.Although the demands of business... Read More
Eye contact is mandatory when giving a public presentation.The goal... Read More
For communication to take place, a message must be transmitted... Read More
How do you come across in your emails?As I receive... Read More
Have you ever been slideswiped? You walk into a meeting... Read More
Once upon a time????."Yeah right, don't tell us a story,... Read More
Whether you are training preschoolers in the classroom or executives... Read More
LESSON PLAN DEVELOPMENT: Lesson plans, believe it or not, are... Read More
If you're ready to kick your career or business up... Read More
WHEN ONLY A LECTURE WILL DO: Under certain circumstances, of... Read More
CHARACTERISTICS OF AN EFFECTIVE FACILITATOR: As chairperson, focus on the... Read More
Conventional wisdom is that the more choices customers have, the... Read More
Long long ago, it was the time when time itself... Read More
"I didn't have 3000 pairs of shoes. I had only... Read More
Regardless of what response technique may be convenient in a... Read More
You speak before a group. You present your message. You... Read More
Does the thought of speaking in front of others send... Read More
Once upon a time there was a businessperson who had... Read More
The communication process can be much more difficult than a... Read More
As a former owner of a National Speakers Bureau, I... Read More
Presentation |