We presenters are an insecure lot.

When we are not sure that we have mastered our content, we tend to pile it on, droning on and on and overwhelming our listeners. Or we add slide after slide, bullet after bullet until our audience members give up their souls and lie bleeding in boredom on the floor.

When we have not rehearsed enough or are otherwise not confident of our thoughts, we tend to repeat our ideas or ramble endlessly, thinking that we surely must have covered it adequately by now.

All of this sabotages our best efforts to communicate clearly to the audience in front of us.

Another great diffuser of clarity is the tendency to put more than one image or photograph on a slide. After all, if one image tells a story then 6 should do it so much better.

The fact is one image commands 100% of your viewers attention. Additional graphics and photos on a single slide split their attention to the point where there is no impact. It’s just a jumbled mess.

A few points:

• Try to use only one image per slide to communicate your idea. Get the right image. Two weak images don’t add up to a strong one. They just look like two weak images. Or worse they confuse and turn off your audience.
• Get the best images you can afford. Be prepared to pay if necessary. Photos and graphics should reflect your professionalism and convey your point quickly and cleanly.
• If you have a progression or a build on a slide, then carefully consider adding more images.

Often a large image with a few added words will perfectly communicate your point on a single slide.

Try for that.

Protect your audience from dreaded PowerPoint induced sleeping disorders. This guy knows how to do it: https://ready2speak.com/coaching

Tom

A man searches on Amazon for the latest noise-cancelling headphones. He finds one he really likes. He loves the cool design and the color. And he orders it. When he tells his wife about the great deal he got, he reminds her that the next day shipping is free.

This is a simple example of how an emotional decision or purchase gets backed up with logical justification.

As humans we do this all the time. In fact, I would argue that we are not logical, intelligent beings at all. We are emotional, irrational animals that happen to have a brain we can use to back up our nonsensical decisions with some sort of logic.

But that is a theory for another time.

Every good salesperson knows we buy based on emotions that we then justify with reasoning.

Yesterday, I gave you five emotional components necessary to deliver a successful sale pitch to your audience. They are the most critical part of your sales presentation. But we should also address the right side of the audience’s brains. (Or is it the left? I can never remember.)

So today, let’s get logical. What are the areas of a normal presentation we need to “enhance” to give our audience the logic to validate their emotional decisions.

Here we go.

First. We should justify the value of their purchase or investment. What you are asking of them has to, in their minds, have value equal to or greater than the cost. This can be a list of features that would separately cost much more than your offer. Or it could be a comparison of how much time and money it will save versus the price. On some level it has to make sense. Not necessarily too much sense but some.

Second. Somewhere in our introduction, our bio or comments we should establish our credentials. Why should they believe and trust us?

Third. Use testimonials from others who have used your product or service. We are social animals. Testimonials as social proof are a great way to help audience members build logical arguments in their minds for a commitment.

Fourth. Discuss their concerns and objections before they do. From your deep research into your audience you should know what they feel anxious about. If those anxieties are going to get in the way, you should bring them up and address them. These roadblocks are already on their minds — don’t let them fester.

Fifth. Consider a guarantee. Remove as much risk from their investment as you can.

A couple of final points:

My personal style is to be upfront with my presentation’s goal. I would encourage you to tell them right from the start what you want from your audience – a sale, a commitment, continued engagement. Whatever that is, don’t let that be a surprise later on. Your credibility will suffer if you are not completely honest.

Finally, make sure you deliver a strong close or call to action. After you have touched their emotions and made your logical case tell them exactly what you want them to do. Be specific and detailed.

So there you have it. A strong “sales pitch” is just a normal presentation with a little steroid application: Amp up their pain. Show them a wonderful world with your solution. Build a logical case and then nail the closing.

No plaid suit necessary.

Does your presentation need some enhanced mojo? Go here: https://ready2speak.com/coaching

Tom

A man searches on Amazon for the latest noise-cancelling headphones. He finds one he really likes. He loves the cool design and the color. And he orders it. When he tells his wife about the great deal he got, he reminds her that the next day shipping is free.

This is a simple example of how an emotional decision or purchase gets backed up with logical justification.

As humans we do this all the time. In fact, I would argue that we are not logical, intelligent beings at all. We are emotional, irrational animals that happen to have a brain we can use to back up our nonsensical decisions with some sort of logic.

But that is a theory for another time.

Every good salesperson knows we buy based on emotions that we then justify with reasoning.

Yesterday, I gave you five emotional components necessary to deliver a successful sale pitch to your audience. They are the most critical part of your sales presentation. But we should also address the right side of the audience’s brains. (Or is it the left? I can never remember.)

So today, let’s get logical. What are the areas of a normal presentation we need to “enhance” to give our audience the logic to validate their emotional decisions.

Here we go.

First. We should justify the value of their purchase or investment. What you are asking of them has to, in their minds, have value equal to or greater than the cost. This can be a list of features that would separately cost much more than your offer. Or it could be a comparison of how much time and money it will save versus the price. On some level it has to make sense. Not necessarily too much sense but some.

Second. Somewhere in our introduction, our bio or comments we should establish our credentials. Why should they believe and trust us?

Third. Use testimonials from others who have used your product or service. We are social animals. Testimonials as social proof are a great way to help audience members build logical arguments in their minds for a commitment.

Fourth. Discuss their concerns and objections before they do. From your deep research into your audience you should know what they feel anxious about. If those anxieties are going to get in the way, you should bring them up and address them. These roadblocks are already on their minds — don’t let them fester.

Fifth. Consider a guarantee. Remove as much risk from their investment as you can.

A couple of final points:

My personal style is to be upfront with my presentation’s goal. I would encourage you to tell them right from the start what you want from your audience – a sale, a commitment, continued engagement. Whatever that is, don’t let that be a surprise later on. Your credibility will suffer if you are not completely honest.

Finally, make sure you deliver a strong close or call to action. After you have touched their emotions and made your logical case tell them exactly what you want them to do. Be specific and detailed.

So there you have it. A strong “sales pitch” is just a normal presentation with a little steroid application: Amp up their pain. Show them a wonderful world with your solution. Build a logical case and then nail the closing.

No plaid suit necessary.

Does your presentation need some enhanced mojo? Go here: https://ready2speak.com/coaching

Tom

“I am in sales. How does what you teach about presentations apply to my ‘sales pitch’?”

“How do I make my presentation an effective pitch?”

A couple of very common and necessary questions that I hear a lot.

As I am putting together the final touches on my online course and coaching program (launching at a heavyweight discount the first of the year) I have focused on creating solid content for the salespeople in my audiences.

Below is synopsis of what my upcoming course goes into detail about concerning sales presentations.

The quick answer to what is the difference between a simple speech and a pitch is this: We are all selling – either ideas, or feelings or attitudes or products or services. When we give a presentation, we are selling something to our audiences.

I see a continuum from gentle influencing all the way to serious selling. Every presentation will fall somewhere on this line.

So. let’s focus on the upper end – the serious selling. Let’s say we are selling something to a client. Maybe a big ticket. What are the differences between that and asking folks to recycle their soda cans?

It’s a matter of degree. Your presentation should have the same or similar content but each of the elements I am going to discuss should be amped up for the sales pitch.

And a quick note here: I am not trying to turn anyone into a hard core, high pressure, crazy, plaid-suited, used car salesperson. I am just saying if you are encountering people who are naturally skeptical of anyone who is “selling” them something you have to bring your very best efforts.

I have divided these principles up into two groups for reasons you will see at the bottom of this email. The second group will be heading your way tomorrow. So be forewarned!

Here’s your A-game game plan. To create a sales presentation or pitch, do all the things you would normally do during a regular presentation but double up on the intensity and focus of each of these:

1. Show your audience you know who they are. You better have solid audience research and understanding. This means a deep “what keeps them up at night” understanding.
2. Focus on the problem. Make them squirm a little. Twist the thorn in their boot.

The before example: “Many people get nervous when it comes time to step in front of a group and speak.”

The after example: “Remember the last time you spoke to a group? Your hands were sweating. Your throat was dry. You wanted to run to the bathroom or just leave altogether.”

See the difference? You are not over dramatizing it, but you are helping them relive their worst fears.

3. Dive deep into their needs. As part of 1 and 2 above, explore what they want. Is it a completed project? Is it more money? Less stress? Respect? The deeper you go the better.
4. Show them the solution. Tell them how your idea or service or product will give them what they want and make the pain go away.
5. Tell them how wonderful it will be. Make sure you set the hook and paint a picture of how your solution will improve their future.

These are the emotional drivers. There are 5 more points I want to give you, but I wanted to divide them all in two. The 5 points above address the emotional needs of your audience. Emotional investment is most critical to create that desire that guides people to your goal.

We all know that emotions create desire, but our logical brain needs to be satisfied also.

Emotions today. Logic tomorrow — five more ways you can turn a normal presentation into a super effective sales presentation.

If you are ready — coming in January… Online presentation training, a step-by-step system that will get you to a superstar, effective and confident presentation. Plus, feed-back and coaching opportunities. All at a seriously discounted price if you can jump on this very limited opportunity to get real-world actionable content with me.

Get on the first-to-know list here: https://ready2speak.com/course/

Tom

A few years back I attended an NSA Influence Conference. Got to hear some fabulous A-list speakers. Folks who are at the top of their game — pushing the margins every time they step on stage.

I like to think of myself as a student of all aspects of presenting – from the roughest newbie to the 30 year, 50-dates-a-year seasoned pro.

You can observe a lot just by watching.

I remember seeing Jeanne Robertson when she had just turned a big number year. Even at her stage in her career she was and is the best of the best. She could easily rest on her laurels and deliver a passable presentation. But that is not how she got where she got. When I saw her, she was still developing new material, still fine-tuning the material she had. It was very inspiring.

When she steps in front of any audience, she brings her top game. There is no mailing it in. There is only the best she can offer.

This brings me to a particular unnamed mainstage presenter I saw at this NSA meeting. He was appearing on what could easily be considered the “Oscars” of professional speaking. Big time.

His background was as a sportscaster on a national network. You would know his name.

As he presented the material that he must have delivered dozens of times in the past, he would look down after each sentence and check his next line on the “confidence” monitor at the foot of the stage. It was obvious to everyone in the room. It was distracting and it totally negated any audience contact he may have had.

He was a pro and he blew it. Bad form with the confidence monitor.

Want more proof? Check out Michael Bay on YouTube being interviewed at a Samsung press conference. The confidence monitor was out of sync and he couldn’t put two logical thoughts together without it. I am sure Michael Bay, the famous director, is quite capable of speaking in public. But his mojo got slammed when the monitor went wonky and he stormed off the stage.

Confidence monitors are evil. Especially if you are counting on them for your exact wording. If you are just listing an outline and are practiced enough to only glance at it when you are stuck, then go ahead and use it.

My very biased opinion is that if you need a confidence monitor you have not rehearsed enough, and you are toying with the gods of disaster.

Beware!

Pump up your confidence muscles at: https://ready2speak.com/coaching

Tom