Make The Presentation Stand Out
WRITTEN April 25, 2019
Where Does It All Go Wrong?!
Having sat in on many presentations by solution providers, it was obvious that most were PowerPoint slides cut and pasted from a standard pitch deck with our logo slapped on the front. They were not even remotely customized to our needs.
To make matters worse, the presenters were often uninspiring,and the content was not thought-provoking. After all their hard work, solution providers too often stumbled at the finish line instead of securing our commitment. They did not know how to make the presentation stand out.
It didn’t have to be that way.
Use A Consultative Selling Process:
- Make the meeting happen. Finding, learning about, contacting and securing meetings with influencers and decision makers can be time-consuming and frustrating. A lot of people are vying for their attention. Use your discovery to find “something extra” to pique their interest enough to clear time on a busy calendar.
- Perform due diligence about the company, products, stakeholders, competitors and marketplace to ensure that you are smarter and better prepared than the competition. “Doing your homework” pays big dividends in the form of insightful questions, business-focused conversations, and clients recognizing early-on that you bring more to the table than just a product or solution.
- Prepare client-focused, mutually agreed-upon agendas. Nothing is more frustrating to time-starved executives than solution providers who are not well prepared, and few things please them more than efficient, productive meetings where they gain new knowledge and perspectives.
- Get a holistic view of a client’s situation and needs: the current environment and their desired objectives; prospective and existing roadblocks; the potential impact of the status quo or of not achieving objectives; the business issues driving the client’s buying decision.
- Influence the client’s viewpoint by understanding the competitive alternatives and aligning unique advantages with the client’s business issues. Strengthen your position vis-à-vis the alternatives without denigrating the competition.
- Address concerns and objections so that the buying process continues moving forward. Sometimes, not every client issue has to be thoroughly resolved to close a deal, but how you handle the issue has a big impact on our success rate.
It takes a lot oftime, energy and effort to be a finalist who delivers a solution presentation to a client.Sadly, it is at this point, the last step in the long consultative selling process, that manysolution providers fail.
Why? Because the framework and competencies to develop and deliver engaging, tightly-focused and persuasive solution presentations are misunderstood, not known, or an afterthought.
Prepare for your meetings thoroughly. Only when you truly know their needs, and focus on the solutions, can you make the presentation stand out to the client.
Check out the Improving Communications Sales Presentation Skills Class and see if you can stand above the competition.
Other IC Blogs:
A Pre-Presentation Pep Talk
Avoiding Death By PowerPoint
A Magic Number for Presenters – Speech Key Points
5 Killer Sales Presentation Techniques to Help You Close the Sale
How to give a Fail-Proof Presentation that Will Close Any Sale
Top Tips for Effective Presentations
Image courtesy of HackNY.org on Flickr