What’s Effective for Complex Sales Presentations

Recently, the Sales Executive Council conducted a study on sales approaches, and discovered that the most effective approach when addressing complex sales isn’t simply developing relationships any more. Rather the most effective sales person challenges the customer to fully appreciate issues affecting the business and engages in conversations that encourage the customer to stretch his/her thinking to adopt the best possible solution for his/her unique situation.

The Challenger’s presentation incorporates three key elements:

• Teach for differentiation – engaging in a robust dialogue concerning the customer’s business from the perspective of someone who services the industry, he/she reframes the way the customer views his/her business and needs.
• Tailor for resonance – using the Challenger’s superior sense of economic and value drivers, he/she delivers the right message for the customer based on his unique situation.
• Take control – feeling comfortable talking about the issues and money, the Challenger can press the customer a bit to focus on long-term value rather than simply short-term costs.

These findings are consistent with our ADAP formula for winning presentations. Recognizing the customer’s true needs, he/she authentically presents the information in a way that resonates with the customer’s larger needs, and directs the discussion to the specific end he/she had in mind.

Most sales people want loyal customers and believe that its product development and support after installations that generates it. In fact, loyalty is won by the sales person him/herself by challenging the customer to be the best buyer he/she can be. It’s how you sell, not what you sell that contributes to this form of dedication. This is accomplished when the sales person:

• Offers unique and valuable perspectives on the market
• Helps the customer navigate alternatives
• Provides ongoing advice or consultation
• Guides the customer to avoid potential land mines
• Educates the customer on new issues and outcomes.

Resolve: More Winning Presentations in 2013

Around New Years, most people make resolutions to change their behavior to achieve better outcomes in the new year. Unfortunately, resolving to change and actually doing so are quite different, The entire “gym” industry plan their year around the reality that many people who resolve to work out and lost weight in the new year, and then stop coming weeks later.

As business gets more competitive, and economic downturns and increased taxes force greater scrutiny of company offerings before making purchases, and as attention spans for boring PowerPoint presentations nose-dives, you need to step up your presentation skills in order to win deals more quickly, more easily and without having to compromise on price. If you resolve to develop more compelling presentations and use more persuasion techniques, and practice your ability to be more succinct, focused and appear more trustful, you will accomplish these goals.

Set specific goals, and hold yourself accountable for achieving the desired results. As the “About Us” page of our website says, Presentation Excellence was founded, in part, after a client wasn’t satisfied with only winning 92% of their presentations. Keep score for yourself:

• Are you going after deals you have a good chance to win or responding to every RFP that comes to your attention?
• Are you committed to delivering Audience-Driven Authentic Presentations – the kind that win deals more easily?
• Are you giving yourself enough preparation time to do the research and design effective, powerful presentations?
• Are you giving yourself enough time to practice delivery, making you so confident that you know the material that you can focus on connecting with the audience rather than focusing on how you’re speaking?

It always amazes me when someone tells me they only took half an hour to practice a presentation they didn’t feel comfortable with – and (surprise, surprise) lost the multi-million dollar deal. Not practicing a presentation you don’t like is the kiss of death!

Then track your score – are you achieving the rate of success of which you’re capable?! If not, what can you do to improve? Through our corporate training and public workshops, as well as individual coaching programs, we can help you achieve greater success. So, we look forward to seeing you at the “93+% Winners Club” meetings – or one of our training programs! Call us at any time to discuss how we can help you meet your 2013 resolutions! (800-493-1334).

Happy New Year!

On behalf of the entire team at Presentation Excellence Group, we wish you, your teams, and your families a healthy, happy and successful world with a world at peace! May you adopt the ADAP presentation approach, and win more often and more easily!

Jerry Cahn