How to Present

Presenting
 Your objectives in this step of selling are:
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
 Steps of
The Sales Ladder Selling Rackman Advertising

CUSTOMER Repurchase Repurchase Repurchase Repurchase CUSTOMER

Servicing Reinforce
Satisfaction Implementatio and
n Remind
Negotiating
and Closing Resolution of Adoption
Actio Concerns
n
Presenting
Conviction Evaluation of Induce
Generating Alternatives Trial
Solutions
Desire
Identifying Communicate
Problems Information
Interest Recognition
Prospecting Of Needs Create
Awareness
Attention
PROSPECT PROSPECT

Sources: Gerald L. Manning and Barry L. Reece. 1990. Selling Today: A Personal Approach. Boston: Allyn and
Bacon; Neil Rackham. 1989. Major Account Selling Strategies. New York: McGraw Hill.
 One-on-One Presenting
 Structure calls to take prospects up the
Sales Ladder
 Call structure allows you to set the agenda
and to keep your calls focused on selling,
not extraneous matters.
 Call Structure
 Greeting
 New information
 Opening
 Recap and purpose
 Discussion
– Dealing with objections
– Conditions
– Discussion tactics
 Summary and close
 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
 Continually talk about quality
– Sell a Patek Philippe
 Break price into smallest possible units
 Talk value, not price.
 Refer to investments, not costs.
 Conditions
 Recognize conditions
 Can’t overcome conditions
 Discussion Tactics
 Vary your style.
– Contrast
– Movement
– Novelty
 Use equivalencies.
 Narrow down objections and reconfirm.
 Change the basis for evaluation.
 Reassure doubts.
 Evaluate reactions.
 How to Use Your Presentation
One-on-One
 Hard copy – one page at a time
 Hard copy - follow along (highlight points)
 Hard copy – let them read, you shut up
– Except for questions
 Evaluate physical space
– Sit as close as comfortable
– Side by side if possible
 Presenting to Groups
 Use PowerPoint or Flash
– Don’t use transitions or animations
 Clearly define your objectives beforehand.
 Preparation
– Who
– Where
– When
– How
– Write a script
– Rehearse, rehearse, rehearse
 Preparation (continued):
– Know your subject thoroughly
– Understand your audience
– Energetic delivery
 The Presentation
 Open
 Main body of content
 Summary
 Conclusion and next steps (commitment)
– Ratchet up your passion and make it
memorable
 Debrief
 Delivery Tips
 Fit your style to audience expectations.
 Poise and confidence
 Love your product
 Be concise
 Remember WIIFM
 Jeep jargon to a minimum
 “We’re number one” never sold anything
 No Negatives
 Don’t be defensive
 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
 Use slides as a prompt for your narrative –
don’t read slides.
 Face the audience, talk to individuals
(especially the decision maker)
 Announce up front how you’re going to
handle questions.
 Don’t hand out hard copies beforehand.
 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
 Must be better, more persuasive, more
customer-focused, and offer more
solutions than your competitor’s
presentations.
 Have you seen what you’re up against?