The Death of the Presentation  

Dan:

I work in a product marketing/technical support role for the Northwest Region of the US. My position requires me to help our sales teams by making product-specific presentations and demonstrations.  I am feeling a lot of job stress when my sales reps call and expect me to drop everything in order to "make a pitch." Is there anything I can do to be more efficient?

Can you offer any suggestions?

William

Bozeman, Montana

William:

Sounds like your sales colleagues are having fun commanding your time. That's not good. The same situation is faced by many sales representatives as they respond to customers who are demanding "standard" presentations. You have a bad virus. Let's put an end to that immediately. I have a prescription for your ailment.  

No Pitches!

I really dislike the word "pitch".  It sounds like something Willy Loman would deliver to a customer.  Sales superstars do not make "pitches".  Why don't we drop that word from our sales vocabulary? 

The Death of the Standard Presentation

All of my workshop attendees will tell you how to respond when you are asked by a customer or colleague to "just make the standard presentation".  Your reply should be: "Sure! I'm happy to assist. However, we really have no standard presentations.  All of our presentations/demonstrations are highly customized based upon the specific needs of our clients.Your time is very important to us. As a result, our approach insures that we focus on your specific issues like a laser beam. This way we can use you time most efficiently."    

That's right.The standard presentation is officially DEAD!  Once you are armed with the specific needs of your client you can take your "standard presentation'" and customize it accordingly. Once you accomplish that task you no longer have a standard presentation. 

Quid Pro Quo & BMPCC 

Sales pros understand how to utilize Quid Pro Quo.  That's the concept of "give-get" in selling.  When you provide something to someone, they give you something in return. If your sales colleague or customer is asking you to make a presentation or demonstrate, that's the "give".  What is the "get"?  Well, at a minimum you will need the answers to the BMPCC  account qualification questions.You will need to know exactly what the key decision maker wants you to discuss by making use of the TTS presentation prep script.

Competitive Threat and We Don't Have Time"

When attempting to achieve your quid pro quo, you may face two related objections. One is the  "competitive threat," and the other is "we don't have the time". You may hear this from your rep or customer: "I don't have time to answer your questions. Just make your standard presentation. By the way, your competition presented to us without any questioning whatsoever."  First, the fact that a competitor did something would be the very reason I would NOT want to do it the same way.  Average reps are content to follow the competition and do exactly what the customer tells them.  Superstars only do what is the long-term mutual best interests of the customer and themselves.Making a "standard presentation/demonstration" is NOT in the long-term best interests of either you or your customer.  

Now how do you address the "I don't have time" objection? Remember that the whole idea of customizing a presentation is so that you can save time. You could say, "Mr. Customer, you have provided a 60-minute time slot for our presentation. What if I only took 30 minutes? I can do that. All I need is the answers to a few key questions that will help me to customize the presentation to meet your specific needs and requirements."

The Worst Case Scenario

What happens if you make the plea for information and the client stiff-arms you and still insists on a presentation. Will you do it? Average reps would say: "Of course, I don't want to lose the deal".  Superstars would say "sure", but rather than present the "standard presentation", the pro will turn the presentation into a strategic discussion and fact-finding mission.The objective is to gather more information on the customer's key short and long-term needs, goals and requirements.The higher level goal is to differentiate yourself and gain trust. You will hope to learn industry trends, data, and similar-situation case studies.Armed with this information the superstar can return for customized meetings and presentations.

William, time to step up and elevate the skill level of your sales teammates by helping them to understand why it is in their best interest to put an end to all "standard" presentations.

"Standard" Presentations:  RIP.

Good Luck, and Close 'Em!