The Stars in Your Presentations

Too many selling presentations focus on "what we do."

In other words, if we're not careful, our presentations are all about us because we make ourselves, our products or our services the stars…

"We offer the largest, most-advanced…"

"Our services are the best…"

"Our widget comes in six different styles and colors…"

"We provide the fastest turn-around in the industry…"

Consider how much more effective it could be if instead of casting ourselves as the main subjects of our selling presentations we instead made our customers or clients the stars!

"Our clients enjoy at least a 5:1 ROI in the first year alone…"

"Our customers increase uptime by 50% on average…"

"The average user of our services experiences a 20-30% boost in sales revenue…"

"On average, organizations using our approach have reduced workforce turnover by half, and have increased customer retention as well…"

This perspective isn't new, but it's often forgotten.

Possibly this is because as our organizations make improvements to what we sell or introduce new products and services, we find ourselves intrigued with the updated versions or the latest developments and, therefore, are compelled to talk about these things.

But the buyers are still most persuaded by WIIFT
(What's in it for them!).

Tell others how they will benefit and they will become engaged!

Even better, they will want to know more! They will most likely place greater value on our solutions as well, which might help us build a stronger value proposition, increase margins, reduce competition and shorten selling cycles all at the same time!

Of course as simple as this may sound, we realize it's not easy. The first step will involve a conscious effort to distinguish between features and benefits and then to modify not only the way we think (i.e., think in terms of the customer and WIIFT) but also how we communicate.

A simple and easy way to get started might be to adopt the following phraseology:

"Because of [FEATURE], you get [ADVANTAGE], which means [BENEFIT]"

By applying this thought process before interacting with customers or prospects we can shift our thinking and, hopefully, our communication style away from features/price and toward benefits/value by focusing on the "which means…" part of the equation.

As the saying goes, "No one ever needs a shovel!"

(They just need the holes.)

 

Presentation Skills