Persuasive Sales Presentations
Persuasive Sales Presentations
1. Find out in advance how much time you'll have and plan that your presentation will take approximately 75% of the allocated time. This leaves sufficient time for questions and through handling of any objections that you may encounter.
2. If you are in a competitive situation, find out when the other suppliers are scheduled to present and if possible try to be the last presenter. The reason this can be so important, is because your prospect can make a proper comparison of your presentation in light of your competitors presentations, meaning that they are better equipped to recognise the added value you provide. This also creates a stronger possibility that you can get a decision from them at the end of your meeting.
3. When structuring your presentation start with a quick review of the prospects' goals and objectives. Then list their agreed requirements. This will determine the sequence and structure for your presentation because ultimately you’ll want to highlight how your solution meets each one of their requirements. During your fact-finding meeting you should have obtained a priority of their requirements so that you can address their most important requirements first.
4.Throughout your presentation incorporate relevant customer testimonials that validate the points you are making and if you refer to research statistics, ensure that you quote the source.
5. At the beginning of your presentation you want your prospect to be interested and compelled to listen to what you are about to present. That’s why structuring your opening in a format that appeals to all types of prospects, makes it easier for them to understand your message. Therefore, open your presentation by addressing 4 main questions:
• Why will the prospect benefit from your presentation/products/services?
• What will be covered during your presentation?
• How will you be conducting your presentation?
• When will the prospect be able to ask questions?
This simple structure is based on David Kolb’s work on learning styles, where he categorised people’s ability to learn into four learning dimensions:
• Concrete experience - learning from specific experiences, relating to people, and sensitivity to feelings and people
• Reflective observation - careful observation before making a judgment, viewing things from different perspectives, and looking for the meaning of things
• Abstract conceptualisation - logical analysis of ideas, systematic planning, acting on intellectual understanding of a situation
• Active experimentation - ability to get things done, risk taking, influence people and events through action
Bernice McCarthy, developed The 4MAT System system based around these 4 main learning styles, each of which asks different questions and displays different strengths during the learning process.
The Four Learning Styles are integrated into a cyclical approach that:
➢ Begins by explaining WHY the audience will benefit from your presentation. This provides concrete motivation in an innovative way to create interest and an openness to want to hear what you have to say.
➢ The process then continues by explaining WHAT you are going to talk about. This enables the audience to think through the concepts you are about to present and formulate them in an analytical way.
➢ The next stage is the abstract conceptualisation stage that explains HOW you'll be delivering your presentation.
➢ This then leads to the final stage; the active experimentation stage where you want to encourage IF questions so they can apply what you have said to different contexts.
6. Use visuals in your presentations because a picture is worth a thousand words. Support your important points with graphics and images yet keep them simple to maintain interest while conveying relevance. This is particular important if your prospect has a dominant Visual Communication Style. According to the Robbins Research Institute, they have identified the 12 most persuasive words to use when selling. These are: Discover, Free, Guarantee, Love, Money, New, Proven, Safe, Save, You, Results and Exciting. By combining some of these words into your visuals as well as in what you are saying will help ensure your prospect remains alert and interested.
7. A good presentation will clearly communicate all of your unique strengths and reasons why you are their best choice. Ultimately, most prospects want to know two things:
- Can you do what needs to be done?
- How can you do it better than the other options we are considering?
8. Seek to gain agreement throughout your presentation either non-verbally or by asking questions for example, "How does this sound?" After demonstrating a capability you could ask, "How would this be an improvement?" or "How would this help?" Interactive presentations keep prospects more involved and interested. Throughout your presentation, focus your attention on your prospect, checking that they are receiving your proposals positively
9. Handle small customer objections as they occur and agree to handle larger
objections at the end of your presentation. This ensures that the flow of your message remains on track and you may have answered their objection during the process of presenting.
10. If your prospect is not in a position to make a decision at the end of your presentation, schedule another appointment. Come up with a reason to get back in there. Even if the decision is not in your favour, you’ll receive some valuable feedback that you can incorporate when you next present to other prospects.
Persuasive Sales Presentations - To learn more about this author, visit Nikki Owen's Website.
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Here are 10 suggestions that help improve the effectiveness of any presentation:
1. Find out in advance how much time you'll have and plan that your presentation will take approximately 75% of the allocated time. This leaves sufficient time for questions and through handling of any objections that you may encounter.
2. If you are in a competitive situation, find out when the other suppliers are scheduled to present and if possible try to be the last presenter. The reason this can be so important, is because your prospect can make a proper comparison of your presentation in light of your competitors presentations, meaning that they are better equipped to recognise the added value you provide. This also creates a stronger possibility that you can get a decision from them at the end of your meeting.
3. When structuring your presentation start with a quick review of the prospects' goals and objectives. Then list their agreed requirements. This will determine the sequence and structure for your presentation because ultimately you’ll want to highlight how your solution meets each one of their requirements. During your fact-finding meeting you should have obtained a priority of their requirements so that you can address their most important requirements first.
4.Throughout your presentation incorporate relevant customer testimonials that validate the points you are making and if you refer to research statistics, ensure that you quote the source.
5. At the beginning of your presentation you want your prospect to be interested and compelled to listen to what you are about to present. That’s why structuring your opening in a format that appeals to all types of prospects, makes it easier for them to understand your message. Therefore, open your presentation by addressing 4 main questions:
• Why will the prospect benefit from your presentation/products/services?
• What will be covered during your presentation?
• How will you be conducting your presentation?
• When will the prospect be able to ask questions?
This simple structure is based on David Kolb’s work on learning styles, where he categorised people’s ability to learn into four learning dimensions:
• Concrete experience - learning from specific experiences, relating to people, and sensitivity to feelings and people
• Reflective observation - careful observation before making a judgment, viewing things from different perspectives, and looking for the meaning of things
• Abstract conceptualisation - logical analysis of ideas, systematic planning, acting on intellectual understanding of a situation
• Active experimentation - ability to get things done, risk taking, influence people and events through action
Bernice McCarthy, developed The 4MAT System system based around these 4 main learning styles, each of which asks different questions and displays different strengths during the learning process.
The Four Learning Styles are integrated into a cyclical approach that:
➢ Begins by explaining WHY the audience will benefit from your presentation. This provides concrete motivation in an innovative way to create interest and an openness to want to hear what you have to say.
➢ The process then continues by explaining WHAT you are going to talk about. This enables the audience to think through the concepts you are about to present and formulate them in an analytical way.
➢ The next stage is the abstract conceptualisation stage that explains HOW you'll be delivering your presentation.
➢ This then leads to the final stage; the active experimentation stage where you want to encourage IF questions so they can apply what you have said to different contexts.
6. Use visuals in your presentations because a picture is worth a thousand words. Support your important points with graphics and images yet keep them simple to maintain interest while conveying relevance. This is particular important if your prospect has a dominant Visual Communication Style. According to the Robbins Research Institute, they have identified the 12 most persuasive words to use when selling. These are: Discover, Free, Guarantee, Love, Money, New, Proven, Safe, Save, You, Results and Exciting. By combining some of these words into your visuals as well as in what you are saying will help ensure your prospect remains alert and interested.
7. A good presentation will clearly communicate all of your unique strengths and reasons why you are their best choice. Ultimately, most prospects want to know two things:
- Can you do what needs to be done?
- How can you do it better than the other options we are considering?
8. Seek to gain agreement throughout your presentation either non-verbally or by asking questions for example, "How does this sound?" After demonstrating a capability you could ask, "How would this be an improvement?" or "How would this help?" Interactive presentations keep prospects more involved and interested. Throughout your presentation, focus your attention on your prospect, checking that they are receiving your proposals positively
9. Handle small customer objections as they occur and agree to handle larger
objections at the end of your presentation. This ensures that the flow of your message remains on track and you may have answered their objection during the process of presenting.
10. If your prospect is not in a position to make a decision at the end of your presentation, schedule another appointment. Come up with a reason to get back in there. Even if the decision is not in your favour, you’ll receive some valuable feedback that you can incorporate when you next present to other prospects.
Persuasive Sales Presentations - To learn more about this author, visit Nikki Owen's Website.
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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