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We often speak about meeting clients needs. What often
separates winning presenters from the rest is (1) a better understanding that
clients have many needs that cluster around the one that first triggered the
sales call, and (2) a presentation that demonstrates leadership: the ability to
address the big picture and provide a comprehensive and long-term solution,
rather than simply putting out the fire as a transaction vendor.
A winning presentation demonstrates your grasp of the
immediate problem and its context, how does it fit into the company’s bigger
picture, given its mission, vision and strategy. You should present the
analysis to show you’ve done your homework, and not just jump to recommending
your company’s product or service. If your analysis includes the consideration
and rejection of issues that your competitors might recommend – that’s fine! It
inoculates the buyer when a competitor proposes something you’ve already
demonstrated is inadequate. Finally, make your recommendation.
Next, give the buyer emotional reasons to choose YOU.
Give testimonials in the forms of stories which people are more likely to
remember and share with other decision-makers. Use case studies or vignettes of
how your firm helped other clients, especially those with great reputations. Whenever possible use personal experiences so the client can build a bond
with you – seeing how you go out of the way to help make clients heroes within
their organizations.
Ultimately, they buy because they're confident about the
product/service and begin to trust that you are looking out for their “bigger
picture” interests, and can make quality decisions on their behalf. They realize
that situations do change and they may need additional services/products in the
future. They will want to work with a partner that sees the big picture and thinks
things through.
That’s a lot to do in a single presentation – whether you’re
selling services/products to clients, getting buy-in from senior executives for
a new product/service launch, or reducing fear/creating enthusiasm for organizational
change. That’s why the presentation has to be focused, succinct, and engage
both reason and emotions.
Most important is your delivery, because
you are a key component of the message. Be authentic – present your honest
concern for your client’s long-term ability to meet immediate and long-term goals,
enthusiasm for your product/service and company, and vigor – to do whatever it
takes to meet the client’s ongoing needs.
Yes, the ideal presentation has virtually no words –
just pictures. The best presentations engage people’s left and right brains –
the text and speech engage one side and the pictures engage the other. When presented
together, your audience is fired up to absorb your message and hopefully, act on
it.
So the next time you present, work hard at minimizing words. To the extent you
use them after the introductory slide, choose short phrases, not full sentences;
round off numbers to make the point. Instead use charts, diagrams, photos and
even cartoons to make your point. A picture is worth a LOT more than a 1000
words: no-one wants to read the words; everyone appreciates an appropriate
picture.
Digital Risk
Jeff Taylor, President of this next-generation risk mitigation solutions
provider for the mortgage industry, once again. appeared on Fox Business. See it
on www.digitalrisk.com.
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During
this program we'll practice by delivering your own presentation, and getting
feedback from video & group. To promote your company, service or product -
and your career, don't miss this workshop. To register for the Early Bird Special, 
