More
often than not these days, to make a major sale you have to make a group sales
presentation -- and compete against the other group presentations being made.
Here are some tips for making your presentation the winner.
Getting Started
You've
created a unique solution for the prospect. Make it clear that it’s
unique and not another dog and pony show by putting the prospect's fingerprints
all over the presentation: Use the language it uses for its functions and
processes, the terms used in its industry, and its logo and other company
graphics. Prospective customers are always concerned about how long it
will take a supplier to get up to speed and whether there will be a culture
fit. By speaking its language comfortably in the presentation you'll help allay
its concerns about both of these issues.
Building Your Team
Learn
the makeup of the team that will be hearing the presentation. You should have
as many people there as the prospect has. Match their functions as
well: If their CEO, IT director or financial executive is there, your should be
too. Their specialized knowledge may be needed. Plan to have your
proposed account executive lead the presentation. Most team presentations
are led by senior member of the team -- but for a sales presentation it should
be the person who will be the account executive. This will give that person an
opportunity to demonstrate leadership. Organizing the Presentation Start
the presentation by introducing the team members and briefly describing what
they'll cover. Then show you understand the prospect's goals by
describing how you learned them. Segue on to how and why the training
solution you’re offering will meet those goals. Then describe the
particular advantages your company offers. Never describe your company's
credentials before you talk about the prospect.
As
you create the presentation, review the list of customer people who will be
there. Be certain that what you're offering will meet the needs of
everyone -- and of any others who will be influencing the sale.
The
document you leave behind should use a design that matches the presentation’s
visuals. It should be detailed and thorough -- but the presentation itself
should describe your solution in broad strokes, focusing on strategic issues
and your main points. Among the most common mistakes seen in presentations is
providing so much detail that what's essential gets lost.
Determine
in advance whether the presentation will be delivered standing or sitting.
Standing is better because it allows for movement that can demonstrate
leadership and energy. If it's a sit-down meeting, be certain that
everyone can see your visuals -- particularly the prospect's key
decision-maker.
Each
presenter should introduce the next one so the transitions are smooth.
The handoff should link what was said with what's coming so the prospect
can follow the presentation's development easily.
Sharpening the Team’s Presentation Skills
The
better the visuals, the better the presenters have to be because the team, not
the visuals, must be the center of attention. It isn’t the visuals that
will distinguish you from the other presenters; it's how well your team
communicates on a human level. It must project warmth, integrity and
an emotional commitment to helping the prospect meet its goals.
Your
team can't communicate on a human level if they’re reading from scripts.
The presentation should be rehearsed so well that team members can
deliver it while looking at the audience in the eye, one person at a time.
Warm and steady eye contact is essential for building
trust. Encourage everyone on the team to turn on the full force of their
passion for the solution you're offering and to deliver the presentation with a
high level of energy. This will help demonstrate commitment and keep the
audience involved. There should be changes in voice pitch and timing, and
constant movement of the entire body, hand gestures, head turns and facial
expressions that help underscore important points.
Be
certain that team members avoid leaning from side to side, fussing with hair or
jewelry, or using "keep away" signals like crossing arms or backing
off from the group. They also should avoid using non-words such as um and
ah or rushing through their parts, both of which are common errors of
inexperienced speakers.
Alert
the techies and numbers-crunchers on the team to avoid talking over the heads
of the people listening or using their own jargon. These team members also may
be the ones most likely to feel that "the facts speak for themselves,” so
they may have a particularly need for presentations skills coaching.
Presenters
often rehearse their part of the presentation by reading the script silently to
themselves -- and as a result fail to show the dynamism a successful
presentation requires. Advise your team members that when they rehearse
their roles they also should rehearse the body movement and voice changes they'll
use to emphasize important points. Bringing it all together this way will
help them get their roles down pat and eliminate their need for a script.
Be sure to have one or more team presentation rehearsals. Having an
audience present at rehearsals will generate valuable feedback on how the
presenters are coming across.
Delivering the Presentation
The
speakers must keep ”reading” the audience to determine how they’re being
received and be ready to adjust their presentations if needed. Maybe the
prospect's people are becoming inattentive. That calls for the presenter
who’s speaking to shake things up, perhaps by asking a question, either real or
rhetorical. Maybe puzzled looks show the audience doesn't understand
what's being said. The speaker should backtrack, explaining better with
an example or an analogy. Maybe the audience is really excited about
something. The speaker should delve further into the topic. You want the
presentation to stay on course -- but you have to make detours when
needed.
You
can anticipate some of the questions that will be asked. Agree in advance about
who will answer which questions. Prepare answers that are compelling and
concise -- and which tie into one of the major points the presentation
makes.
That All, Folks! Finish with a
flourish.
Untrained
presenters often pull together their papers and mumble a thank you, relieved
that the ordeal is over. In contrast, the proposed account executive
who’s leading your presentation should take the floor to sum up the major
points that were made, express appreciation for the opportunity to present
and make it clear, with voice and body movement that signals energy and
commitment, that your company wants the business.
