How to Present

1. How to Present

2. Presenting • Your objectivesin this step of selling are: • To create a differential competitive advantage for your product with an overwhelming weight of evidence. • To create value for your product • To build desire for your proposal • To establish conviction that your proposal is the best one • To get a commitment • Next steps • A meeting with appropriate decision makers • To move the sale forward – up the Sales Ladder

3. Steps of Selling Rackman Advertising The Sales Ladder Repurchase Repurchase Repurchase CUSTOMER Repurchase CUSTOMER Reinforce and Remind Servicing Implementation Satisfaction Negotiating and Closing Resolution of Concerns Adoption Action Presenting Conviction Evaluation of Alternatives Induce Trial Generating Solutions Desire Identifying Problems Communicate Information Interest Recognition Of Needs Create Awareness Prospecting 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.

4. 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.

5. Call Structure • Greeting • New information • Opening • Recap and purpose • Discussion • Dealing with objections • Conditions • Discussion tactics • Summary and close

6. 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.

7. 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.

8. Conditions • Recognize conditions • Can’t overcome conditions

9. Discussion Tactics • Vary your style. • Contrast • Movement • Novelty • Use equivalencies. • Narrow down objections and reconfirm. • Change the basis for evaluation. • Reassure doubts. • Evaluate reactions.

10. 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

11. 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

12. Preparation (continued): • Know your subject thoroughly • Understand your audience • Energetic delivery

13. The Presentation • Open • Main body of content • Summary • Conclusion and next steps (commitment) • Ratchet up your passion and make it memorable • Debrief

14. 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

15. 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.

16. 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.

17. Killer Presentation Checklist • First slide with company’s name, logo, and a catchy theme that communicates that you understand its challenges and suggests a partnership. • Second slide with a concise Introduction which includes a statement of the purpose of the presentation. • Agenda items or a Table of Contents • A list of the prospect's marketing and advertising goals. • A list of the prospect's challenges in achieving those goals.

18. Killer Presentations • A statement of the prospect's current strategy in achieving marketing and advertising goals (differentiation, focus, low-cost producer, e.g.). • A description of the prospect's primary customers/target audience. • An identification of opportunities that are solutions to the prospect's problems and challenges. • Present the advantages of your solution over your competition, but don't knock the competition. • Present the benefits of your solutions (schedules, campaigns, packages, etc.) to the prospect's challenges. • Show specifically how the solutions and recommendations will make their business more profitable. Use an ROI analysis if appropriate.

19. Killer Presentations • Show relevant success stories and case studies from similar customers as proof of your ability to perform and get results. • Show terms and conditions if they are different from standard terms and conditions in your medium. • A concise Summary of the main benefits and solutions. • A Conclusion or Next Steps, both for you and for prospects to implement the proposal and/or to advance the partnership, which is a call for action or commitment. • An Appendix containing numbers and supporting information.

20. Your Presentation • Must be better, more persuasive, more customer-focused, and offer more solutions than your competitor’s presentations. • Have you seen what you’re up against?