I recently listened to a podcast titled “Sales Game Changer,” as they were interviewing a colleague of mine. His name is Jeffrey Wolinsky and he is the Director of the Federal News Radio in D.C. Jeffrey discussed his career and what he does to be a game changer each day. Here is a link to the podcast: http://salesgamechangerspodcast.com/jeffreywolinsky/
There were several concepts he discussed that are great reminders for coaching your team, but the following three words stuck out to me the most: documentation vs. presentation. (Yeah, I know, my mind gravitates to three words!) Those three words center around how we present clients with our ideas and solutions for their business needs. In an age of big data and the continued development of technology, some have lost the art of presenting. Quite often, it seems that digital metrics and statistics have become the focus. So, how do we best showcase all these great opportunities we have for clients?
We must first realize the difference between documentation and presentation.
Documentation is something we leave behind after we present. It is there to remind the client of your discussion. Its purpose is to detail out concepts and timelines. What can happen here, is your client’s eyes may become more focused on the documentation instead of you. Then, you risk losing control of the meeting.
Presentation is the feeling and belief you share. It’s your emotion and the energy you convey. It’s the way you communicate with your client. People buy on emotion and back it up with logic. The presentation gives you the chance to tell your story and demonstrate why you deserve to earn their business. Your confidence and ability to show the value of your program will seal the deal. Plus, everyone loves a great story!
Follow these three recommendations to make sure your presentation has the best impact.
1) Role play – I recommend you role play with another coworker or manager. Create a similar environment in which you will be presenting. Saying the presentation out loud will allow you the chance to make sure your performance makes sense. You will also be more confident when telling your story to your potential client.
2) Practice – You have one chance to impress your client with your solutions, so taking extra time to practice makes excellent sense. Sports teams practice all week to play one game, so when it’s game time they are as prepared as possible.
3) Visual – Many people learn best through images vs. numbers, and numbers will leave many clients in a daze. You want the client’s eyes focused on you, not the proposal. Also, be sure that your presentation is well branded. Apple, Nike, and Amazon are great examples of companies that always showcase their logo, which creates an emotional connection to the consumer.
So, stand up, be confident, and share your solutions. Your award-winning presentation will win the business!