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Effective Presenting

Vary your presentations to get the most from your sales efforts.

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EffectivePresenting

Think for a moment of your last sales presentation. What was your mood? How did you deliver the information? Did you have fun with it? Were you matter-of-fact? Or did you do it by reflex such that you can’t recall?

Many of us have just one sales message. Because it works successfully with some of our prospects, we overlook the fact that our single message falls flat with the rest of them.

One of the most dangerous things that can happen to anyone selling a product or service is to become bored with the presentation of it. If you’re jaded, and you’ll probably sound that way if you feel that way, why would anyone want to listen to you? You must always remember that even if you’ve given the same presentation 10, 100 or 100 000 times, it’s very likely to be the first time your potential client is hearing it. So you have to make it a memorable one. Let’s suppose your basic presentation takes about five minutes. Of course, you vary it slightly to fit each prospect’s situation, but basically, you give the same presentation in the same way to everyone you’re talking to. The style you always use might be described as brisk, business-like and pleasant.

That’s good. You’ve chosen a style that’s effective between 30% and 60% of the time (effective in the sense that it will allow you to make the sale, if everything else is right). Now let’s go after the other 40% to 70% who are turned off by brisk, business-like and pleasant types with their cheerful smiles.”Wait a minute,” you might be thinking at this point. “Wild-eyed weirdos don’t buy my product.”Maybe so, but some of your prospects have been talking to brisk, business-like and pleasant types for so many years, they have combat fatigue. They feel like shooting themselves in the foot every time they meet another salesperson exuding the standard sales manner. They send signals, hoping you’ll recognise them and change your tune, but very few salespeople pick up on them. While it’s true that the average salesperson has their signal-receiving antenna raised every time they go in for any kind of sales interview, they don’t hear much besides static because they’re usually thinking too intently about themselves and what they’re going to say next. So they miss the message, plod doggedly ahead with their standard presentation and are soon saying their farewells without landing the order.

Champion salespeople also have their antennae up. But messages come through loud and clear because they’re giving all their attention to the prospect. They know what they’re there to say much too well to give any thought to it when face-to-face with opportunity. In fact, champions have three versions of what they’re there to say ready for their prospects. Having their minds clear, these salespeople can easily read each potential client’s message, go with the version of the presentation that best fits this prospect’s attitude, and will soon have the order. Be a champion! Design and practice three variations of every aspect of your presentation. You may be varying your approach to some degree now, but you’ll greatly increase your ability to fit your words and actions to each prospect if you consciously work at creating triple responses.

One phrasing might be slangy or home spun,another might be lofty or long-worded, and one should be clearly stated in standard English. Each phrasing can be said fast, at medium speed or slowly. You can speak softly, in normal tones or loudly. Your attitude can be subdued, friendly or direct. That’s 81 variations on a single answer to an objection.

Train yourself to think in terms of three: three routes to every treasure, three solutions for every problem, three chances at every opportunity. Do this, and you can’t fail to multiply your effectiveness, reduce your frustrations and expand your income.

Know How To Say It

How you say what you have to say provides another great opportunity to gain sales power by allowing you to instantly adapt to any situation. To accomplish this, develop these three moods of delivery:

  • Light. You can be easy without being careless and you can be funny without getting hooked on it. I’ve known salespeople who would rather get a laugh than make a sale. Do some of your laughing on the way to the bank by using humour in sales situations to further sales, not to amuse yourself. Cultivate a relaxed approach that will ease you into a closing position with your more informal prospects who can’t stand the all-business attitude.
  • Medium. A cordial, alert, matter-of-fact stance gives you the safest start with old customers who have fickle temperaments and with new prospects you don’t know well yet.
  • Heavy. Be prepared to talk fast and concisely in high-pressure situations. Nothing works well here except the facts delivered in short, crisp sentences. No jokes, no flowery phrases, no confusing technicalities. Practice this one hard and you’ll be surprised how often you’ll use it and delighted how often you’ll win with it.

Tom Hopkins is world-renowned as "the builder of sales champions." For the past 30 years, he's provided superior sales training.

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(Video) Get More Attention For your Business

Lindsay Broder, The Occupreneur Coach, explains the importance of communicating your unique skills and the value you can offer clients in this short video.

Entrepreneur

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Demonstrating what you bring to the table isn’t always easy.

Lindsay Broder, The Occupreneur Coach, explains the importance of communicating your unique skills and the value you can offer clients in this short video.

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(Video) How You Can Make Your Next Presentation Memorable

How to make your pitch memorable.

Entrepreneur

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Carmine-Gallo

From delivering board room presentations to speaking before a live audience, speaking publicly is something most of us will have to do at some point. But if we’re going to take the time to develop and practice delivering a presentation, we want to make sure the content and the “performance” are memorable, right?

In this video, keynote speaker and communication coach Carmine Gallo offers his top tips for how you can make your next business presentation one your audience won’t soon forget. Gallo is author of TALK LIKE TED: The 9 Public Speaking Secrets of The World’s Top Minds.

Gallo recommends following the “rule of three.” Instead of presenting 15 or 20 points, stick with three or four features or pieces of advice. Why? It’s easier for people to remember and stay engaged with what you’re saying.

“It’s almost impossible for the human brain to ignore that group of three,” Gallo says. “We have to know what those three are.”

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(Video) How to Hit the Presentation Content Nail on the Head

Building better business presentations.

Entrepreneur

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Avoid the glassy-eyed look from your audience by creating a strong presentation that delivers an exciting experience. Pam Slim delves into her process and techniques for choosing content to fill her presentation slides.

“Ask yourself: What do you want people to walk away with?”

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