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Dispelling the Myths about Sales Presentations

Written by: Sam Sanders

Article Overview: Dispelling the 5 myths about salespeople and the sales presentation. MASTER THE PRESENTATION - MASTER THE SALE

Dispelling the Myths about Sales Presentations

Myth #1
Salespeople are Good Presenters.
Because many salespeople are personable and good one-on-one communicators, it is believed that they are automatically good presenters. This couldn't be further from the truth. Though some people are naturally good presenters, most people don't have the knowledge or training required for effective presentations. There is a science in planning and organizing an effective presentation. To gain the trust and develop the chemistry that earns business requires delivery skills that are not taught in school or in sales skills training.

Often, salespeople are sent into important presentations with canned presentations. Though the graphics are often impressive, they are typically not prepared by someone in sales, and are not crafted to speak to the individual prospects that will make up the audience. Is it any wonder that many salespeople don't use these presentations, and when they do, they tend to be boring and miss the prospect's hot buttons?

Salespeople and their support staffs have the potential to be great presenters, but they need a methodology, practice, feedback and coaching. The TAP (The Art of Presentation) Blueprint gives the salesperson the ability to take canned presentations and successfully tailor them for his prospect. To be successful the presenter must present from the audience's point of view, "what's in it for them" (client-centered). We say it, but do our salespeople present it?

Myth #2
The Facts Speak for Themselves.

Separate studies done by Stanford University and Wharton have shown that the facts represent only 7% of how audiences are persuaded. How something is presented and who presents it makes up the other 93% of the persuasive process. These studies showed if your presentation is organized and delivered well, your personal and your company's creditability increases and your point or proposal has an increasing chance of being accepted.

The old adage in the legal profession, "the facts speak for themselves", doesn't hold true in court now days, nor does it hold true in closing business. Having the fastest, easiest to use, least costly solution doesn't automatically win you the business. The facts need to be right, but how you say something is critical in the persuasive process. TAP gives you the skills to say it more effectively.

Myth #3
Winning Presentations Are Expensive.

In 1992 a small document management company, less than $7 million per year, retained me to help them win an opportunity at a major financial company in Los Angeles. The competition was IBM and CSC. With four weeks to prepare I made sure I met the decision-makers and influencers, asked a lot of questions, and planned out my proposal and my presentation. Not being aware of PowerPoint or similar tools at that time, I did the presentation on flip chart paper. Imagine my surprise and dismay when I found out our competitors used multimedia computer projection for their presentations.

To make a long story short, I won it for my client. The next week we took the key players to lunch and asked why my client was chosen since our competitors used high-tech computer presentations and I did ours on butcher paper. They commented, "You addressed our needs and concerns far better than your competitors. Your presentation was better organized and you communicated with us, while your competitors seemed to talk to their presentation."

Certainly the use of modern multimedia tools can add impact to your presentation and today I am a committed user of PowerPoint. However, the most valuable tool you have in your tool kit is the ability to understand the prospects needs and effectively communicate how you will meet them.

Myth #4
Sales Presentations Are Not Necessary.

A study at the University of Minnesota proved that giving a sales presentation for a proposal increased the success rate by 43%. Additionally, the study proved that you could receive 23% more for the same proposal using a formal sales presentation. Every day, graduates of TAP prove that a well prepared and delivered presentation wins more business.

By giving a presentation of your proposal, you create more value for your offering and create a deeper and more persuasive effect on the audience. UCLA showed in a study that people are persuaded only 7% by the words in a presentation, 38% by the verbal presentation, and 55% by the visual presentation. This is contributed to the amount of sensory perception the brain dedicates to vision. With this information doesn't it make sense to take full advantage of the natural, physiological gateway to a person's decision-making process?

Myth #5
Solution Selling Alone Will Increase Sales.

The bottom line is that the salesperson needs to understand whom the decision-makers and influencers are, theirs and the company's objectives, issues, needs, pain and how the decision will be made. To make a winning presentation requires this information. When salespeople know their sales process culminates with a sales presentation (with appropriate follow up), they understand the importance of the solution selling process and will use it more successfully. Solution selling is implemented in the planning process (The Pyramid of Persuasion) and the presentation organization (The Blueprint) and TAP literally funnels the decision makers to YES.

Call (505) 466-2933 or email samsanders@theartofpersuasion.com to check scheduling availability for a TAP worskshop for your company. www.theartofpersuasion.com

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