“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:
- 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.
- 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.
- 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.
- 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.
- 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
