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More Techniques for Building Your BEST Presentation

Posted on: February 02

Author: Admin
More Techniques for Building Your BEST Presentation

February 2010This month we look at the power of dropping names.  People like referrals.  We like knowing a product or service is endorsed by a friend or colleague before buying into it ourselves.More Techniques for Building Your BEST Presentation"Oh, They Bought": The Power of NamesThe most powerful resource in selling is the third party influence.  Names, names, and more names.  Nothing gives prospects confidence more than hearing someone else they know bought the product and likes it.  So how do you introduce names, individuals, or companies to a prospect in order to get the desired effect?In the book business, I read a list of 50 to a hundred names of people who had bought from me before I ever demonstrated the books.  When the prospect identified the ones they knew, I made a comment or a mental note.  Then as I gave my presentation, I used the names that had been identified, and I also used those same names in the closing process and in answering objections.In the banking business, I learned quickly that banks don’t buy anything without references.  They believe the pioneers get arrows in their backs, not rewards.  A bank doesn’t want to be a pioneer in the banking world, but they do want references of banks that were pioneers.Here is how I handled this mindset in the banking industry to successfully introduce 10 different products that were new and relatively untested at the time.  After I established rapport and did fact finding to create or find a need, I handed them a laminated sheet with a list of the banks in the area that had bought my company’s services.  As they looked at the list, I made a mental note of the ones they said they knew or at least knew of.  And those were the names I used throughout the presentation.Don’t Stop the Name DropYou cannot use too many names in a presentation, and here is how I recommend names be used.  First, use names to introduce a feature or a benefit.  Here are two examples:“One thing Bill King liked about the program was how easy it was to administer.  Let me show you how that works.”“One of the benefits Bill King liked about the program was how quickly he could get started.”The other way to use names is to answer objections in the presentation before they are voiced.  If price is a common objection you’re hearing, then introduce price in the presentation like this:“Now here’s how we get paid.  I bet you’ll be like Steve Counts.  He was surprised at how reasonable the program is.”In a few instances, prospects have told me during a presentation that they’re just not interested in hearing who else bought.  If your prospect appears genuinely disinterested in hearing other names, be wary of the use of names in your presentation.  However, you’ll find these instances will be the exception and not the norm, so don’t let one prospect’s objections sour you on the idea.  Make it a point to use one or two names at every feature or benefit in the presentation.This use of names works, but because it is work to remember the names and to work them into your presentation, most salespeople won’t do it.  Make yourself do this.  Start with only one name and build it up to 10 names and more.  This technique will help every aspect of your presentation because of the trust and credibility it builds.To Your Success,Tom

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