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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
Servicing Reinforce
Satisfaction Implementatio and
n Remind
Negotiating
and Closing Resolution of Adoption
Action Concerns
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/educating,
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, Flash, or Prezi.
Presentations Zen (visuals)
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