Winning Sales Presentations Personal Use Ebook

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The Process

A winning sales presentation is like a great recipe. Exact ingredients need to come together at specific times in order for a successful result to be achieved. This doesn’t mean that achieving a great sales presentation is inordinately difficult or beyond normal reach. Far from it. Putting together a sales presentation that converts is something anyone can do, as long as they keep the recipe in mind.

In this section we’re going to take a look at that recipe. We’ll break down the exact items and steps that are present in any high level sales presentation. You’ll discover why each item is there, as well as the best way to make use of that item. You’ll also gain insight into how each step in the process fits together to produce winning results, time and time again.

Before we begin, there’s just one caveat – all recipes are simply guidelines or jumping off points. Truly creative chefs take a basic recipe and make it something that is uniquely and immediately identifiable as theirs. They accomplish this by not being afraid of experimenting with the ingredients and the proportions. They add something here and take away something there in order to get a dish that remains true to the original, yet is also completely different.

A great sales person does exactly this with the recipe for a sales presentation. They start with the basic process and add their own special spin into the mix. They keep the script, but edit and ad lib to make it all theirs. They shake up the ingredients and proportion so that it suits their personal circumstances, as well as the differing personalities of their prospects. They do not stick with the process. They build on the process so that it makes sense to them. As we move through this chapter, keep that in mind.

Every Hit Has a Hook

Think about any famous top ten songs. What does every one of them have in common? They have an immediately identifiable and irresistible melody that pulls you into the song and keeps the song in your head after it’s finished. The song was a hit because it had a hook that caught listeners ears and kept them listening. Your sales pitch needs a similar hook in order to be successful. You need to lead with something that sets you apart from your competition and that first grabs your client’s eyes and then their soul. You want to hit them where they live. You want to get inside their head. You want to be instantly memorable. Your pitch needs to generate only positive emotions. Why? Because positive emotions elicit positive associations and recollections. When you lead with a hook, you raise the chances that your client will view the rest of your presentation with an open mind.

Pinch Them – Hard

What happens when you get pinched? Obviously, it hurts. The harder you get pinched, the more that it hurts. Well, this is precisely what you want to do to your potentials during your sales presentation. You want to pinch them as hard as you can. This isn’t a physical pinch, it’s an emotional one. However, if you do it in the right way, they’ll feel it just as strongly. You see, every successful sale is about solving a problem. The potential client has a problem. You demonstrate that you can solve that problem and you get the sale. It’s that simple. There’s only one catch. You’ve got to remind them of the problem. In fact, you’ve got to do more than remind them. You’ve got to show them that the problem is much, much worse than what they’ve been telling themselves. The realization that they have, perhaps been underestimating the problem, that they may have been lying to themselves, will hurt. Causing that pain is ok, because it will motivate them to take action in order to put the problem to bed once and for all.

Pinch Them Again

Once you’ve made them aware of the magnitude of the problem that your prospects face, you need to keep their attention focused on it. You see, it is human nature to sugar coat things just a little. Most individuals are somewhat unwilling to take a cold hard look at the reality of their situation. If things can be made to seem a little better than they really are then no immediate action needs to be taken in order to ameliorate the problem. Your job during your presentation is, essentially, to nip this tendency in the bud. To do this, you need to discuss the negative ramifications of your prospect’s problem in all of its gory details. You need to be as graphic as possible. If you can make them metaphorically squirm in their seats a little then you’re doing it right. The idea is to set up a two-fold idea in their minds. First, that the problem is much more severe than they have been thinking. Second, you want to establish a sense of urgency that if action isn’t taken immediately to solve the problem, the consequences will be dire. There is an element of guilt or blame at work here as well. Although you will do or say nothing overt to refer to either, the prospect will, nonetheless, experience both of these emotions at a subconscious level. The feelings in question are a natural result of realizing that damage has been caused by not taking action sooner. These negative emotions will serve to prompt the prospect to take immediate positive steps to end this situation. In short, they will be much more likely to hire you or to purchase your solution.

Prepare Them for the Pitch

You’ve hooked them. You’ve pinched them. You’ve pinched them again. Why are all these images related to pain? The answer is simple. Every sale revolves around a similar story arc. There is pain. Perhaps, the cause of this pain is more severe than it first appears. Maybe some of this pain is self-inflicted due to a failure to act sooner. Then, there is relief. There is relief at finding a solution. There is relief due to taking positive action. The psychology involved in selling anyone anything is all about lifting them up and over the mental hump that exists between where they currently are and where you want them to be. That’s why you have to hook them and pinch them and prod them. You have to make them realize that moving to a new state is much preferable to stasis. One of the best ways to accomplish this, once they are aware of the magnitude of the problem, is by demonstrating the problems with alternative solutions. When moving to a new state, the tendency is to want to move as little as possible. There is an inclination to minimally disrupt the status quo. In order to battle this tendency, and to get the prospect to move where you want them to go, you need to demonstrate the inadequacy of any other possible rival solutions. When done successfully, this makes alternative solutions appear unviable and, therefore, unattractive. As a result, your solution, when it is unveiled, becomes that much more appealing and desirable.

To The Rescue

This is the point in your sales presentation where you and your product or service takes center stage. You’ve set up the problem. You’ve triggered the negative emotions. You’ve demonstrated the frustrations involved with the available alternative solutions. Now it’s time to reveal your unique value proposition or UVP. A UVP is a single message, distinct and persuasive, that shows the prospect why you are different and worthy of purchase. Everything up to this point in your presentation has been a set up for this moment. You have primed your audience to be able to see the worth of your UVP. This is not the time to rush. You want to take your time with the UVP. You want to make your prospect want it. You want to fan the flames of their desire for what you are offering.

That being said, your UVP should be clear, succinct and speak straight to the heart of the problem at hand. Let’s look at a few examples. Apple sold iTunes by telling potentials that “You’ve never been so easily entertained.” In one sentence that UVP not only spells out the problem, it also clearly nails the solution. Pinterest entices potentials by explaining that their service offers “A few (million) of your favorite things.” Domino’s Pizza promised “A fresh, hot pizza delivered to your door in thirty minutes or it’s free.” In one sentence, you have the solution (a fresh, hot pizza) accomplished in a certain time (thirty minutes) and a proposition that removes objections (or it’s free). Tailor your UVP in a similar manner and you will have your prospects eating out of the palm of your hand.

Other Details

- 10 Articles (PDF)
- 1 Ebook (PDF), 22 Pages
- Check List, Mini Report, Quote Poster, Infographic,
- Year Released/Circulated: 2016
- File Size: 8,122 KB

License Details:

[YES] For you own personal use

[NO] RESELL IN ANY WAY