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BizSALES Walk in Empty Headed Walk Out Empty Handed by Jeffrey Gitomer

How much of your presentation is canned? Whether you sell a product or service, whether it’s simple or sophisticated, what percentage of your presentation is the way you usually present it? Void of personalization. Void of customization. Void of interaction. And all about you. What kind of presentation do you think your prospect wants? They want to know: • What the value is to THEM • How this fits into THEIR business or life • How THEY benefit • How THEY win • How THEY produce • How it affects THEM • How THEY profit • How easy it will be put to use in THEIR environment And NONE of those elements exist in your standard canned presentation. Rats. Why are you giving a “we-we” presentation – all about you and how great you are – when the customer only wants a presentation in terms of them? Here’s the reality: When you walk in empty headed, you walk out empty handed. IDEA – Take all the boring crap you were going to say to the customer and send it to them in an email saying, “Here’s my presentation for the part you could find on Google or on our website, so that when we’re together I don’t bore you. Rather, I’ll be prepared to give you ideas that lead to < state how they win >. Fair enough?” Now you’re a real salesperson. Now you’re forced to go in with ideas and information about THEM that they can use for their own productivity, enjoyment, use and profit. And you now have a better than 50 percent chance of making the sale. Caution: Unless your presentation is customized and personalized for the customer – AND in favor of the customer – there will be a disconnect. Their dominant thought will be “this guy doesn’t understand me and/or my business.” Here are keys to understanding whose favor your presentation is geared toward. These are what I call WE-WE messages: • Statements about you that boast rather than prove. • Unfavorable statements about the competition. • Comparing yourself to the competition. • Self-serving questions like “What do you know about us?” • Qualifying questions about budget, payment or who decides. • Non-specific testimonials that praise you, but give no reason why. • Excuses about why you don’t have Twitter activity or a YouTube channel. (Trust me – they searched for it before you arrived.) 36 BizTucson

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