Q: I work for a high technology company offering software and technical services to major corporations. I have a major presentation coming up and I'd like to know what I can to to insure my success. Any help would be appreciated.
Thank you,
Alaina
Chicago, IL
A: Great question Alaina. Let's start with what your overall goal should be for your presentation. Is it to differentiate your product? No, that is secondary. Your overall goal is to differentiate yourself in a positive way in the eyes of the customer. Presentations provide an excellent opportunity for you to accomplish this goal. There are several best practices superstars utilize when planning, preparing, delivering and following up on presentations or demonstrations. One is called the Trust Triangle Selling Presentation Prep Script. Look for more presentation best practices in future Trust Triangle Selling newsletters.
The superstar abides by the principle that when making a presentation there is no such thing as a "Standard" presentation. All presentations are customized for each particular client.
Here is how you would use the The Trust Triangle Selling Presentation Prep Script. Prior to the presentation you should call or visit each key attendee and say something like this:
YOU: "Hi, Dr. Simpson, this is Alaina."
CUSTOMER: "Hello Alaina, I guess we have a meeting set up soon, right?"
YOU: "Yes, thank you very much for agreeing to attend my presentation. Your time is extremely valuable and I want to make sure I use it as efficiently as possible. I will be customizing a presentation specifically for you. Could you please review the top three points that you would like me to cover during my presentation?"
This first paragraph is really important. When you acknowledge the value of your customer's time, you are showing your customer empathy and concern. At the same time, you are probing for key decision making criteria.
CUSTOMER: "Sure, it will be important for you to be sure to cover A, B, and C"
Now that you know these three points, you have an opportunity to use a Change the Game strategy in your favor by suggesting additional topics that the customer has not volunteered. What are the obvious topics that you will cue up with your customer? Your unique competitive advantages. You are simply getting confirmation from the customer that he has a need for your unique advantage while getting permission to review it during your formal presentation. So you may respond:
YOU: "Great, thank you. I noticed that you did not mention D & E. Several of my other clients have indicated that these two issues were of prime importance their decision. Should I highlight them also?"
You are fully aware that D & E are your unique competitive advantages. This is a 'similar situation close' when you indicate that others have found these key issues essential.
CUSTOMER: "Hmmm, yeah, in fact, D is really essential to the success of this project. I would definitely be sure to cover that topic."
You know that your presentation will cover ABCD. Now you must get these issues prioritized.
YOU: "Ok, sure. So you have told me that I should be sure to cover ABC&D. Could you please help me to prioritize those four topics?"
CUSTOMER: "Sure, D is the most important to me followed by A, C and B".
YOU: "Great, thank you very much for your input. I'm looking forward to our presentation. Give me a call if you can think of anything else you would like me to include."
During this conversation you must take detailed notes for two key reasons: First, so you can compare your notes from your meetings with the the other key presentation attendees and customize your presentation outline to your customer. This customized outline, summarized on one of the first slides in your presentation, will help you gain credibility. Second, you will use some of the quotes from your interviews to hammer home your key unique competitive advantages. Here's how you use the quotes. On the slide immediately before you begin to discuss your unique competitive advantages be sure to insert a slide that contains a customer quote in big bold letters. This is a perfect intro to your slides that follow. In the example above the quote would be: "D is really essential to the success of this project". You insert this quote immediately before discussing your powerful "D" capabilities. People love seeing their ideas broadcast in bright lights. You are earning trust by showing that you have listened to your customer's needs and concerns. Your specific situation will dictate whether or not you will indicate the source of the quote.
Good luck, and Close 'Em.
About
the Author:
Daniel Adams, author of Building Trust, Growing Sales,
and creator of Trust Triangle Selling™ helps corporations
improve their profits by optimizing the performance of their sales
teams. He is a frequent and popular speaker at national sales
meetings, workshops and association events. You can visit his
web site and read his other articles at www.trusttriangleselling.com.
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