Volume 21, Issue 510

Presentation pointers from the world’s

greatest presenter – Steve Jobs Inside …
Making you and your presentation stand out Presentation
pointers from
W hether he’s introducing a new iPhone
or delivering a keynote presentation,
Steve Jobs, chairman of Apple, electrifies
want your prospect to know about your
product or service. Try to come up with
personal stories, facts, examples and
Steve Jobs
audiences. He doesn’t just convey The Tale
information in his presentations; he tells a of the Sale
story, paints a picture and shares a mission. Keys to Presentation Success
Jobs doesn’t sell computers, or iPhones ■ Make preparation your top priority – Finding your
– he sells an experience and solutions. uncover facts about your prospect’s customer’s
specific situation ahead of time.
Steve Jobs’ techniques can be learned ■ Think about the emotions that
‘pain point’
different parts of your proposal may
Salespeople can learn the same trigger in your prospect. Trial closing
presentation techniques that make Jobs a rewards
■ Be slow to offer solutions – know
legend. Here are five starting tips he
your prospect’s needs first.
recommends for planning a presentation.
■ Identify a prospect’s problem and Use your voice
1. Ask yourself, “What am I really selling? make it tangible – build the pain to close more
It’s not the widget but what the widget can throughout your presentation.
do to improve the lives of your customers. ■ Remove clutter from your presentation
– achieve clarity and ease of use.
Selling value
2. Develop a personal “passion” statement. over price
In one sentence tell your prospects why ■ Be relentless – build momentum
you’re excited about working with them. with consistent effort to make your
Your passion statement will be remembered presentation most effective.
Purpose of The
long after your presentation is forgotten. Selling Advantage
To improve sales
3. Create your headline – a one-sentence performance in a broad
vision statement for your product or endorsements to add credibility to your range of industries by
service. The headline is a statement that presentation. delivering quality selling
information by respected
offers your prospect a vision of what your 5. Try to identify the most common sales authorities, twice a
month in a fast–read format.
product or service will accomplish. Your questions likely to be raised, and create Authorities recognize
headline is not about you – it’s about your the best answers for them. that sales professionals, more
prospect. Repeat your headline frequently than personnel in any other
field, are dependent upon
during your presentation. Presenting in tough times frequent, relevant information
for their continued success.
4. Create a list of all the key points you Your customers are always mindful of Some of this information is
new. Some is a reminder of
budgets, but in tough economic times ideas that were once known,
Adapted from The Presentation Secrets of Steve Jobs they cast a critical eye on every last dollar. but since forgotten. All are
aimed at stimulating and
by Carmine Gallo (McGraw-Hill, NY). Mr. Gallo is an author increasing sales.
and consultant. please continue on page 2
Presentation … can’t package and present it with Trial closing:
passion and conviction, your
(continued from page 1) presentation may fall short. Low risk, high reward
The basic formula for asking
Your product or service must Be slow with solutions prospects to buy is a lot simpler
deliver what it promises – saving than some salespeople think.
your customers money, making Offering solutions before you
know a prospect’s needs may raise It comes at the time when
them money or providing the tools questions have been answered,
to make more efficient use of the objections and weaken your objections resolved, and prospects
money they have. presentation. Ask yourself two are thinking about how a product or
questions before attempting to service will benefit them.
Preparation is No. 1 offer solutions:
■ Three levels of interest
1. Do your prospects know the Prospects may have three levels
Most presentations are won in true cost of the absence of the
preparation. Salespeople should of interest when they’re ready to buy:
solution you’re proposing? 1. Prospect indicates complete
try to uncover facts about prospect
2. Do your prospects understand satisfaction and is ready to be
needs and not rely only on what their asked to buy.
product or service can do for them. their risks if they fail to buy the
solution you offer? 2. Prospect knows all about the
Facts about your prospect’s product or service but still needs
specific situation will always be some last-minute information.
more persuasive than facts about Build the pain 3. Prospect understands the
your product or service. Once you identify a prospect’s product and acknowledges its
benefits, but still needs time
Ask yourself: problem, build the pain. Make it to think things over.
• Do I know how the prospect tangible, explain it in detail and
perceives his or her needs and build the pain throughout your ■ Measuring the interest
why? You know what your presentation. Remember, no one It’s not easy to measure the
cares about your product or prospect’s level of interest.
perceptions are, but they might
be quite different from the service – prospects care about how Some of the ones who seem
you can help solve their problems. the most receptive are the most
prospect’s expectations. difficult to close. Others who raise
• Do I know the prospect’s Unless you’re passionate about a the most objections move
quantity, service and delivery problem that you want to make effortlessly to a close.
requirements? right, you won’t have the
■ Trial closing
perseverance to stick it out.
• Do I know who the buying A good way to determine a
influences are, their titles, prospect’s interest is to use a trial
Remove clutter close. When trial closing, a
responsibility and authority?
salesperson is asking for the
By removing clutter – extraneous prospect’s opinion about the
Emotion is critical information – from his presentations, product or service.
Jobs achieves the ultimate goal: It helps measure a prospect’s
Your own personal enthusiasm
ease of use and clarity. Nearly interest at any time during the
determines whether your presentation.
everything said in presentations,
presentation creates enthusiasm in
memos or e-mail can be edited for
the prospect. Every product or ■ Trial close on buying signals
conciseness and simplicity. Simple
service has an emotional component. It’s a good idea to use a trial
applies not just to written words
Think about the emotions that close as soon as you spot a buying
but the words that come out of signal. There is usually no risk in
different parts of your proposal your mouth during presentations. trial closing.
may trigger in your prospect. You may get an immediate
Try to plan the emotional Be relentless positive response or uncover some
content along with the resistance that has to be overcome
information content. Momentum comes from a before you can close the sale. It’s a
consistent effort. At the start of win-win situation, in either case.
Your goal is for the prospect to your presentation, prospects may
feel something that advances your believe that a competitor has a Adapted from The One Minute Closer by
proposal. James W. Pickens (Business Plus, NY). Mr.
better product or service. If your Pickens is a sales consultant and author. His
You can have all the facts and presentation is effective, your clients include Disney, IBM, Sheraton,
details in the world, but if you prospect will now see you on top. Marriott, Hilton, Westin and Mirage.

page 2
The Selling Advantage (ISSN 10469036) issue date 4/14/10 is published semi-monthly (24 times a year) by Progressive Business Publications, 370 Technology Drive, Malvern, PA 19355. Subscription rate $94.56 per year.
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 ■ “ TALE OF THE SALE ” – a real-life selling experience
Finding the customer’s ‘pain point’ stole the
business away from entrenched competitor
W alter Dugan had a prime
prospect right in the middle
of his territory. Except for a few
“emergency” orders, he couldn’t cut
into the business of a major competitor
located thousands of miles away. But
he finally found the right “pain point”
and opened up a huge account.
My company was located
minutes from my prospect’s front
door. But, except for a few
emergency orders, it didn’t seem
to do me much good.
It had nothing to do with quality
or price. We were very competitive
with the company that had the
business locked up.
The wrong mindset
My customer was big on loyalty.
He told me frequently how much
his major supplier had helped him
over the years.
I tried to convince him I could
offer the same, but that didn’t get
me anywhere.
His attitude didn’t stop me from
calling on him every week, hoping
for a breakthrough.
I saw my opening when I read
that his company was introducing
a new product line.
I brought it up to him during
my next call, and he agreed to let
me quote on the new line.
He was probably doing it just so
he could show his boss that he was
getting competitive prices.
But I saw it as a real opportunity,
and dug right in.
I went over the specs carefully
and I knew that price wasn’t going
Each issue another Tale of the Sale (a real-life selling
experience) is recounted by a salesperson with an
outstanding sales record. This Tale of the Sale has
been provided by Walter Dugan, a salesperson for
Daniels & Bell, Santa Fe, NM.
Printed on recycled paper.
to be the determining factor.
I could meet the price of my
competitor, but there was no way I
could lower it and retain our
quality standards.
So I decided to take another
approach.
Research gives the edge
My customer agreed to let me
talk to his manufacturing manager
before I submitted a proposal.
This senior manager didn’t tell
me anything that hit a “pain point”
until the very end of our meeting.
I asked him what he saw as his
major problem in getting the new
product to market.
His major concern was his
inability to predict how the market
would respond. He could keep up
with standard orders, but if the
new line really took off, he might
not be able to meet demand.
He couldn’t tie up money and
storage space in excess inventory
that might not be used.
A tangible reward
I went right to the purchasing
agent and told him about the
inventory concerns.
I could tell from his reaction
that he really hadn’t considered
the ordering problems associated
with new products.
Delivery, storage and
commitment were the areas where
no one could compete with me
because of our proximity – and
that’s what swayed them to sign
with me.
The new line did take off, and
he’s now one of my major customers.
Every customer has a “pain point.”
You just need the persistence to
find it.
Use your voice to
close more sales
How salespeople use their
voices may spell the difference
between success and failure.
Here are six categories of vocal
problems that may spell disaster for
a salesperson:
■ Mumblers. If prospects often
ask you to repeat yourself, you
might be a mumbler. Generally,
mumblers are insecure and need
to gain confidence.
Standing before a mirror and
saying over and over, “I will no
longer mumble because what I
have to say is worth hearing,”
may be an effective cure.
■ Slow talkers. If customers look
bored when you talk, you may
be speaking too slowly. Slow
talkers may be too contemplative.
Time yourself by reading aloud.
If you use fewer than 120 words
a minute, try to increase your
speed.
■ Fast talkers. Speaking too
quickly can also be a turnoff –
especially if it’s caused by the
fear that people won’t listen if
you slow down.
If you use more than 160 words
a minute, try to slow down.
■ Screechers. These are people
with loud, piercing voices. If you
find yourself guilty of this
problem, learn to calm down.
■ Weak voices. People with this
problem usually don’t breathe
deeply enough.
Try using your abdominal
muscles to breathe. Aerobic
exercise may help.
■ Interruptors. Salespeople who
interrupt or cut off prospects’
sentences are waiting for their
turn to speak rather than listening.
You can eliminate this habit by
refusing to say anything until it’s
clear that the prospect is finished.
Adapted from The 12 Clichés of Selling
(AMACOM, NY, NY) by Barry Farber. Mr.
Farber is an author and sales consultant.
page 3
Selling value when competitors beat you on price ■ Over 90%
of our sales
Maintaining the edge that wins more sales
and sales
management
B uyers believe 35% of the value they
receive in any business transaction
is a direct result of the salesperson
effective job of following up after the sale.
In many cases, that causes buyers to
readership
report in our
consider other options when it comes time surveys that
who worked with them, according to a to make another buying decision.
recent survey. The Selling
That means the more competitive the Successful salespeople maintain Advantage
products or services in any given market, consistent contact with buyers by
scheduling follow-up calls using either a with its
the bigger the impact a salesperson can
PC calendar or desktop calendar. quick-read
have in getting a prospect to agree to
do business. format is
That way, they can simply check the more valuable
In cases where competitors clearly offer date and see which buyers are due for a
callback that week (or, if possible, have
to them than
a lower price, here are some ways top
salespeople still maintain the edge in their PC provide an automatic reminder any other
order to win more sales: when it’s time to contact them). publication
they read.
Another strategy that works when
■ Become an industry insider salespeople are constantly on the go:
Many of today’s prospects expect starting an e-mail buddy list that includes
salespeople to act as consultants, all their existing buyers. Comments from
providing not only a product or service,
but also solutions to some of their Once a week or so, salespeople can our subscribers:
biggest problems. forward some pertinent product or
industry information, providing a he Selling
Proactive salespeople position themselves
to provide better solutions by becoming
reminder at the foot of the e-mail for
buyers to contact them with any questions
“T Advantage
industry insiders – subscribing to trade or concerns. provides great sales
meeting topics. And the
It’s one more way for salespeople to
One way effective salespeople ensure they’re always on the buyer’s radar, articles are always
negotiate win-win outcomes is by and it increases the chances that the relevant to our current
offering prospects more value in buyer will call them first when it’s time to
return for something else. situation.”
consider another buying decision.
Jeff Calvin
■ Add value, not cost Manager
publications, joining professional
organizations, and attending seminars and It’s natural for prospects to try to Patio Enclosures, Inc.
conferences whenever possible. negotiate the best terms possible for their (Manufacturer)
Doing so not only keeps salespeople on company’s investment.
the cutting edge of new trends, it gets One way effective salespeople negotiate he articles seem
them in tune with what buyers’ biggest
concerns are, and what some of the most
win-win outcomes is by offering prospects
more value in return for something else,
“T so ‘real life’ –
successful companies are doing to whether it’s a bigger purchase or a longer about things happening
overcome those problems. service contract. to sales reps right now.

■ Provide better service after the sale This way, instead of adding costs, the Stories and ideas on
salesperson is providing additional value closing have really
The biggest complaint that buyers have (and getting something in return).
about salespeople is that they don’t do an helped us.”
The important part is that the prospect
views the salesperson as someone who’s Jackie O’Hara
Adapted from Value Added Selling by Tom Reilly (McGraw
Hill). Mr. Reilly is the Founder and President of Tom Reilly interested in serving his or her needs. Exec. Dir. S&M
Training, located in Chesterfield, MO. He is a national
That goes a long way toward building AccuPay Payroll
consultant, trainer and speaker. For more info visit:
www.tomreillytraining.com trust and buyer loyalty. (Payroll services)

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