Written by Sean McPheat |
I’ve sat through literally hundreds of presentations by salespeople trying to sell me their products or services. And most of them have been from companies I have actually asked to come in and tell me about their products. Whether they were office furniture salespeople who wanted to kit out our new offices or recruitment agencies for new people in the company, I have sat through some real humdingers of presentations, I can tell you!
But some have been what I consider to be quite magical. They were the ones that did their homework. They were the ones who talked about my business rather than their products. But, most importantly, they were the ones who made their presentations come alive. How?
By creating a vivid picture of how my business would be more successful when we used their products.
What did they do, specifically?
They painted pictures with their words. They made their products come alive in my mind with the language they used. They created a bespoke solution for my company by showing me how I would lose out if I didn’t say yes.
And yet, I never felt under pressure. They didn’t use tricks or tactics that made me think I was being sold to. No, they created a need in my mind that could only be satisfied with their solution.
Painting pictures with words means speaking the language of the client. One salesperson described how much time I could save using his product. He asked what I could do with the extra 30 minutes a day his product would save me. When I realised that was 10 hours a month, I was instantly intrigued by what he was offering, as I could immediately see the benefits to other areas of my business.
How can you make your presentation come alive by painting pictures with the words you use? Practice with your colleagues so you can share ideas and create presentations that really stand out against the competition.
Originally published: 23 July, 2010
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