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THE SCIENCE OF SALES PRESENTATIONS Formulas to Make Prospects Say “YES”
FORMULA 1: ELEMENTS OF WINNING PRESENTATION DESIGN QUESTION How do I design a presentation that gets prospects to say “yes”? HYPOTHESIS 01 Op St Da Opening Slide 04 Successful, compelling presentations all have the same common elements. 1/10 th OF A SECOND to make up our minds about people.1 MINUTES 5 The average adult attention span.2 1 Story Line Data 05 Vi Th Powerful Visuals RESEARCH It takes 03 02 Thematic Design PERIODIC ELEMENTS OF SUCCESSFUL, COMPELLING PRESENTATIONS 1 2 3 4 5 KILLER OPENING SLIDE Attention grabber. STORY LINE Plotted like a narrative. The prospect should always be the main character. DATA Establish credibility and trust. POWERFUL VISUALS Images and videos that evoke the desired feeling (pain, fear, laughter, trust). THEMATIC DESIGN Fonts, colors and images are consistent and help tell the story.
FORMULA 2: THEORY OF SALES RELATIVITY QUESTION How do I craft a message that is relevant and compelling for my prospect? “ If you can’t explain it simply, you don’t understand it well enough.” HYPOTHESIS Winning sales presentations oust the “pitch” and tell a story related directly to the customer’s need or pain. RESEARCH 50% HOW TO MAKE YOUR PITCH RELATABLE AND GET THE “YES” 70% 63% 1 2 3 2 5% remember statistics after a presentation, while 63% of attendees remember stories.4 DON’T TALK IN GENERIC INDUSTRY TERMS. Research that individual and that individual’s company, and GET SPECIFIC. 70% of people make purchasing decisions to solve problems. 30% to gain something.5 IDENTIFY YOUR CUSTOMER’S PAIN. 50% of sales go to the first person to contact the prospect.3 PITCH OUTSIDE THE PROVERBIAL BOX: Identify how they’re being prospected by your competition. Engage them with MEANING and a little dazzle—social thought leadership, targeted messages, new tech-based sales presentations and personalized video emails. 4 5 MAKE IT HARD TO SAY “NO.” Be likeable. Be friendly. Don’t pitch them; engage them. Tell your story while you’re telling theirs. ASK FOR THE TIME. An oldie but a goodie, don’t forget to come out and say what you want: their time.
FORMULA 3: SCHRÖDINGER’S SALES PITCH QUESTION Do I have a winning presentation that will open doors? Or is my pitch dead in the water? HYPOTHESIS By testing various narratives and presentations, data will reveal the winning message. RESEARCH EXPERIMENT: OPEN THE BOX— IS YOUR SALES PITCH ALIVE OR DEAD? 1 70% stop watching a presentation because the subject matter isn’t relevant to them.6 a. Here’s what we do. 70% CREATE THREE DIFFERENT EXPERIMENTAL MESSAGES b. Here’s a compelling, flashy teaser. c. Here’s what we can do for you. 2 LAUNCH THE EXPERIMENT Using a sales enablement software with video-narrated presentations, send each of the messages to three test groups of prospects. 3 Choose the winner, and then tweak that presentation for each prospect. 3 LET THE DATA DECIDE a. How many opened the email? b. How many watched the presentation for 30 seconds, 1 minute or its entirety? c. How many downloaded the content offer vs. asked for a meeting? CONCLUSION d. What did people say on the follow-up survey?
SAY “YES” TO KILLER SALES PRESENTATIONS SHARE YOUR WINNING FORMULA ON TWITTER USING #ACCELERATESALES. SOURCES 1. Fickling, D. (2006). Research Shows First Impressions Really Do Count. The Guardian UK. 2. Moore, M. (2008). Stress of Modern Life Cuts Attention Spans to Five Minutes. Telegraph UK. 3. Atwood, J. (2013). 20 Shocking Sales Stats. SlideShare. 4. Heath, C. Dan Heath. (2007). Made to Stick: Why Some Ideas Thrive and Others Die. 5. Nijmeh, M. (2014). 5 Tips to Crush Your Year-End Quota. Business 2 Community. 6. PGi. (2013). “Presentations Survey.” ABOUT PREMIERE GLOBAL SERVICES, INC. | PGI PGi is the world’s largest dedicated provider of collaboration software and services. We created iMeet®, an expanding portfolio of purpose-built applications designed to meet the daily collaboration and communications needs of business professionals, with solutions for web, video and audio conferencing, smart calendar management, webcasting, project management and sales acceleration. PGi’s award-winning UC&C solutions help nearly 50,000 businesses grow faster and operate more efficiently. To learn more, visit us at pgi.com. DISCLAIMER PGi makes no representation or warranties in respect to the accuracy or completeness of this eBook. PGi specifically disclaims any and all express or implied warranties, including without limitation, warranties of merchantability, noninfringement, or fitness for any particular purpose relating to the contents of this eBook. PGi shall in no event be liable for any loss of profits or any other commercial damages, including but not limited to special, indirect, consequential, or other damages relating to the contents of this eBook. ©Premiere Global Services, Inc. and/or its affiliates | PGi. All trademarks of third parties referred to in this eBook are the property of their respective owners. 4