We often speak about meeting clients needs. What often separates winning presenters from the rest is (1) a better understanding that clients have many needs that cluster around the one that first triggered the sales call, and (2) a presentation that demonstrates leadership: the ability to address the big picture and provide a comprehensive and long-term solution, rather than simply putting out the fire as a transaction vendor. https://www.amtechsys.com
A winning presentation demonstrates your grasp of the immediate problem and its context, how does it fit into the company’s bigger picture, given its mission, vision and strategy. You should present the analysis to show you’ve done your homework, and not just jump to recommending your company’s product or service. If your analysis includes the consideration and rejection of issues that your competitors might recommend – that’s fine! It inoculates the buyer when a competitor proposes something you’ve already demonstrated is inadequate. Finally, make your recommendation.
Next, give the buyer emotional reasons to choose YOU. Give testimonials in the forms of stories which people are more likely to remember and share with other decision-makers. Use case studies or vignettes of how your firm helped other clients, especially those with great reputations. Whenever possible use personal experiences so the client can build a bond with you – seeing how you go out of the way to help make clients heroes within their organizations.
Ultimately, they buy because they’re confident about the product/service and begin to trust that you are looking out for their “bigger picture” interests, and can make quality decisions on their behalf. They realize that situations do change and they may need additional services/products in the future. They will want to work with a partner that sees the big picture and thinks things through.
That’s a lot to do in a single presentation – whether you’re selling services/products to clients, getting buy-in from senior executives for a new product/service launch, or reducing fear/creating enthusiasm for organizational change. That’s why the presentation has to be focused, succinct, and engage both reason and emotions.
Most important is your delivery, because you are a key component of the message. Be authentic – present your honest concern for your client’s long-term ability to meet immediate and long-term goals, enthusiasm for your product/service and company, and vigor – to do whatever it takes to meet the client’s ongoing needs.