For many of us, whether face to face or via a “webinar”, doing a presentation (or demo) is an expected part of your selling process.
This module talks about some of the do’s and don’ts.
Classic Mistakes
Presenting too soon: | Too often, people present at the initial stages of the courtship thinking that the bells and whistles, features and benefits will razzle dazzle their audience. This is a mistake. Even if they request a presentation, you should rather complete your discovery discussion, confirm a real pain (& desire to solve), before jumping into your presentation. Lots of razzle dazzle will not likely get someone to buy something they really don’t need. |
Focusing on the “How” First: | People want to know who you are, what you offer and why it matters to them, long before they care about “how it works” (This is even more critical when doing a demonstration). First get confirmation of alignment with the “what & why”. Only then present the “how”. Example: If someone has not heard of CRM before, don’t just show them how it works. |
How Do I Present
Step 1: Since you would have completed a discovery discussion prior and know their pain points and focus, customize the delivery of your presentation to highlight those pain points … often skipping stuff that is only “nice to know”.
Step 2: Follow this simple formula when creating & presenting:
a. Create a scenario they can relate to (think of it as starting a “story” or analogy about a client or situation that they can relate to OR use their situation)
b. Tell the “What” (What it does)
c. Explain the “Why” (Why it’s important to them)
d.Show the “How” (How it works)
You can even follow the formula above (what, why & how) section by section.
Tips:
- Often the decision maker cares about the “what” & “why” … not the “how”. So to keep the “How” Guys satisfied, without taking up too much time, try this:
a. When setting up the meeting, tell the focus of the meeting so they can determine who to invite.
b. At the start of the meeting, set up an agenda by stating that the meeting is “what & why” and that time will be available after to dig into “how” for those interested.
c. Feed little driblets of “how” along the way.
d. Deflect until the end or offer a 1-on-1 with someone that really needs their time. - Focus on them & what they want/need. Avoid pitching.
- Get them engaged – especially if presentation is remote. Ask them questions, invite questions and content, take pauses, etc … Change tone, reflection, tempo, speed. Exaggerate your wording for impact.
- Every presentation should be: Focused; Fun & as short as it can be
- Always ask “trial close” questions throughout (see trial close module for examples)
- Finish with a specific next action that you both agree to … including a timeframe.