Issue link: https://digital.copcomm.com/i/584853
October 12 - November 2, 2015 10 Working World l WorkingWorld.com FEATURE ARTICLE by Patricia Fripp, CSP, CPAE Y ou have great products and services, often complicated and technical, which require trust in order to sell them. Even if you've made a compelling presentation, it often takes weeks before you get a response. Therefore, you must burn vivid examples and key ideas into the prospect's mind so they cannot forget how you're different from your competition. This is critical if you are one of several individuals or teams competing for the same business. The structure of your presentation is the skeleton under the flesh of your words. You must design and deliver your presentation to be remembered and repeated. What is the typical structure? "Hi, I'm Fred Smith. Let me introduce my team: Tom, Dick, and Harriett. Thanks for your time. We're from the ABC Company... This is what we do... This is how long we've been in business... This is what we're known for... These are our clients... We would like to work with you..." That is a dreary presentation at its worst. What's an effective structure? This simple, 8-step process frees you to make a seamless argument. 1. SINCERE COMPLIMENT Start with something they're proud of; that shows you've done your homework: "Congratulations on your recent product launch." "Your latest advertising campaign is spectacular." "Your stock price is up three points while most of the market is down. Your strategy is on track." 2. INTRODUCTION TO THEIR CHALLENGE OR PROBLEM Do not mention your product or solution now. Instead, talk about their current responsibility, challenge, or opportunity. Then, follow up: "This is the time to make a bold move and..." "Your board of directors has challenged you with..." "Your competition is increasing in..." 3. DIFFERENTIATE FROM YOUR COMPETITION Everyone else thanks prospects for their time. Don't. Instead, say, "Thanks for the opportunity to discuss how our company (be specific with your service or product) can... "help you accomplish your goals." "minimize your risk in..." "expand your markets in..." "demonstrate how our technology will be able to..." 4. MAKE HEROES OF YOUR CONTACTS If you have a champion or if individuals have helped prepare you for the meeting or have taken you through the discovery process, thank them now. "Thank you, Mike and Theresa, for your time and knowledge to help us under- stand the ABC Company's goals, com- mitments, and challenges." "Mike tells us that your vision is to..." or "that your priorities are..." "In the next 30 minutes (60 minutes, three hours), you will hear (learn, discov- er, see demonstrated) how our solution (company, technology, unique methodol- ogy) can help you achieve that goal." Never say, "I'm going to talk about..." or "What I would like to do..." 5. PROVIDE EXAMPLES, EXPERIENCE, AND SOCIAL PROOF Knowing your product or service isn't enough. Your prospect must understand how it could improve their business and that you are not just a salesperson but also a trusted advisor. Tell stories and case histories about satisfied clients. 6. REVIEW KEY IDEAS Do this with a rhetorical question or a simple statement based on your premise: 8 Steps to Outstanding Sales Structure