Always Be Selling

In Glengarry Glen Ross, a sales leader gives the sales people two presentation and sales models: AIDA: Attention, Interest, Desire, Action, and ABC – Always Be Closing.

As experts in biz-dev presentations (see our new workshop), we’d disagree with the second. Most Sales & Negotiation events should survive the predictable transaction, and foster a relationship in which repeat business and referrals become “natural” follow-ups. A successful sales presentation should lead to an agreement to negotiate the terms. Throughout the negotiation, the seller and buyer should still be presenting relevant sales issues, in order to get past inevitable obstacles that arise (e.g., cost-vs. value, and credibility), and establish a framework (e.g., trust) for future transactions.

So we advise clients to keep their "sales hats" on, and in every business development communication, always be presenting relevant sales-oriented information.

This Month's Presentation Tips:

Every time you plan to present, review these key questions – because situations change!

• Goal: To sell based on "value" rather than cost alone.
• Audience Readiness: Despite what the claim that price is priority one, no-one buys things purely on cost. Look at the clothing you wear, the food you eat, the car you drive. Surely less expensive options exist; but you, too, buy on value.
• Context: When you enter a client's offices, look around and seek out the indicators that they are value-driven, not cost-driven. Look at the desks, computers, furniture, people's attire, etc. All of that can be used as counter-points when making the presentation.
• Presentation: Plan in advance ways to communicate the value of your service/product in a way that resonates with your audience. Two examples:
  - NPR seeks listener/member contributions with two strategies. Instead of focusing on the $60 donation, it breaks the cost into $5 per month Then they make the point that it’s about the same price of a Starbucks coffee and appeal to its comparative value. How many hours of pleasure does listening generate versus the single coffee?
  - A construction firm bidding on multi-million dollar contracts, focuses the audience’s attention not on the cost (especially as they are not the least expensive alternative) but on the extra value their expertise offers: on-time delivery, less risk of nagging and expensive law-suits, expertise in value-engineering to save money, etc.
• Speaker: In many ways the speaker is part of the value proposition. Communicating his credibility, trustworthiness and authenticity goes a long way to demonstrating the superior value of the offering.