Consider Your Demeanor-Don't Confuse Boring for Sincere
Create flair and drama as you present a new idea, product, or service. Wanting to shed the huckster image of 40 or 50 years ago, some sales professionals have gone to the other extreme, and removed all animation, inflection, and energy from their delivery style in an effort to come across as more sincere.
Instead of sincere, the result is lackluster and boring. If you're not passionate about your proposal, neither will your buyers. Never confuse genuine enthusiasm for lack of professionalism.
If you want to see the passion and power to move a world to action, watch the delivery styles of world leaders. Don't let a passionless demeanor destroy your prospect's confidence in your offering.
Distinguish Between Agreeing And Understanding
Agreeing and understanding have similar symptoms -- smiling, nodding head, supportive statements. Make sure your buyer knows that you're communicating that you understand as opposed to agree with a viewpoint or issue.
Not recognizing this difference can lead to opposite conclusions -- and big disappointments and misunderstandings.
Use A Positioning Structure Rather Than A Pitch
Canned and formula presentations primarily make a product pitch. That is, they tell all about your organization and summarize one or a few key products or services (or product or service lines).
A positioning presentation, on the other hand, focuses on how your organization and your product or service differs from others -- how it uniquely meets the buyer's needs or situation. It focuses on targeted areas of interest where your unique core strength meets the buyer's criteria, and then compares that strength to what the competitor offers.
Unless you present the same product or service to the same prospect base with the same needs, it's best to use the positioning structure for your presentations.
Never Just Walk Through Your Proposal -- Give A Guided Tour
If you walk through your proposal, your buyers will beat you to the end every time. While you're still on page two, your buyers will be on page eight, checking out the pricing section. In fact, your proposal will compete with you for attention.
Instead, carefully select which parts of your proposal to present orally. Then refer buyers to a specific page only after you make your key point about that page.
Source: Author of more than 40 books, Dianna Booher is CEO of Booher Consultants, a communications training firm, offering programs in sales presentations, sales proposals, strategic writing, and executive presence. Her latest book is The Voice of Authority: 10 Communication Strategies Every Leader Needs to Know. | |
|