If you want to make a single resolution this year to improve your sales presentations, then make it this: Focus your sales presentations solely on your prospects’ needs.

I’ve said those words thousands of times. And every time I say them, I get knowing nods from my clients. Everyone seems to agree that the key to a great sales pitch is to do nothing other than address the business problem that the prospect faces.

In fact, “focusing on the prospect” is so universally accepted that it’s almost a banality.  It’s sort of like saying, “Being nice to people makes other people feel better” or “Feed your dog because otherwise he’ll be hungry.” 

It’s common sense. The problem, as my grandfather used to say, is that common sense isn’t particularly common.

While most people agree that sales presentations should focus on the business need of the prospect, most business presentations fail to address the business problem. Instead, they start by saying, “I know that you have some serious issues in your business. And we will address those. But first, I’d like to start by telling you a little about our company.”

No!

That is not focusing on the business problem of the client.

A good sales presentation follows a simple pattern.

Step 1: Show that you understand the prospect’s problem. By that, I mean you should detail exactly the challenges that your prospect faces as best as you can.

Step 2: Lay out you solution.  Detail exactly how you’re going to help the prospect overcome the challenges that you detailed in step one. Provide examples of how your solutions have helped others with similar problems.

But don’t we have to talk about our company?  Usually not. If you’re invited to come to a presentation, usually they know about your company already. And if they don’t, they will figure it out by listening to your solution to their problem.

But shouldn’t we talk about our experience?  Yes. But only in the context of how it addresses the prospect’s problem.

If you want to win more business this year, make a New Year’s resolution. 

Focus your presentation solely on your prospect’s business problem.

Popularity: 1% [?]

Today is the birthday of the British writer Rudyard Kipling who said, “If history were taught in the form of stories, it would never be forgotten.”

Popularity: 6% [?]

Dorothy Sarnoff, who started as an opera singer and Broadway star and ended up as a public speaking pioneer died earlier this month.  Read her obituary in the New York Times here.  The Times states:

A relentless optimist, Miss Sarnoff believed that a spellbinder dwelled within even the most terrified client. Flop sweat was not an option, and she had a mantra to dissolve it.

“I’m glad I’m here,” clients were instructed to say to themselves. “I’m glad you’re here. I care about you. I know that I know.”

If that did not do the trick, she advised a quick abdominal exercise, sometimes called the Sarnoff Squeeze, that engaged an area around the midriff that she called “the vital triangle.”

These and other tricks worked a charm with clients like Jimmy Carter, Menachem Begin, Bob Dole and Danielle Steel.

Popularity: 7% [?]

We’ve had a lot of fun with the Talking Point blog this year.  I’m going to be on a holiday break for the next week or so. I’ll see you in 2009.

In the meantime, remember, great speaking is about connection, not perfection.

Happy Holidays.

Popularity: 11% [?]

You can deliver the best sales presentation of your life and still lose. The question is this: what do you do then?

Seth Godin had a great answer to that question in a post over the weekend.

Writes Godin:

You could be more gracious than if you’d won the work. You could send a thank you note for the time invested, you could sing the praises of the vendor chosen in your stead and you could congratulate the buyer, “based on the criteria you set out, it’s clear that you made exactly the right choice for your organization right now.” That doesn’t mean the criteria were right, it just means that you’re not attacking the person for being an impulsive lunatic. You could even outline what you learned from the process and what you’ll be changing in the future. And you can make it clear that you’re in it for more than just a sale, and you’ll be around if they ever need you.

Remember, just because you’ve lost the pitch, doesn’t mean that you won’t ever get another chance with the prospect.  Being a good sport might allow you to win the next job.

Popularity: 16% [?]

When sharing the stage with another speaker, always be ready to shorten your presentation if the other guy goes too long.  Otherwise, you’re asking for trouble.

Make your presentations flexible by focusing on three key points.  For a 20 minute presentation, you can plan to give two stories per point.  If you suddenly have to give a 10 minute speech, tell one story per point.

Popularity: 13% [?]

If you want to inspire, you need to speak with passion.

Popularity: 16% [?]

One of my favorite saying is, “It’s OK to put all your eggs in one basket so long as you watch the basket.”

With those words in mind, if you’re giving a presentation that depends on a  projector and slides, then make sure that you don’t show up with a broken projector.  Check out the projector before you leave. And if necessary, bring a backup.

But there is another approach to the “broken projector” problem.  Simply don’t ever deliver a presentation where a projector is essential. The best presentations make three points and tell a handful of personal stories.  No projectors are needed.

I flew to Dallas once for a program with a client and the projector was broken. My client panicked because she was supposed to supply the projector. But I stayed calm.

“Do you have a flip chart?” I asked.

The presentation went off without a problem. The presentation came off well because the projector was nice but not essential. I was able to deliver the presentation without slides.

Popularity: 14% [?]

You’ve just finished your remarks and are taking questions.  A guy in the third row raises his hand and asks a question. You answer it and then he asks another.  Before you know it, this guy is starting to take over the presentation. He’s grandstanding.

What do you do?  

Start with patience. You never want to show that you’re irritated with anyone in the audience. Say something nasty and the audience might turn on you. Stay calm and the audience will admire your control.

On the other hand you can’t let the guy go on forever. It’s not fair to the rest of the audience.  This is where you use a little psychology.  When you’re ready to cut the guy off, say “I think you’re raising some good questions. Why don’t we discuss them further when we’re done.”  Then look at another part of the audience and say, “Does anyone else have a question?”

By looking at another part of the audience, you’re sending a strong signal that his time is done. But you’re not humiliating him.

Popularity: 15% [?]

Here is one way to know that you’re not connecting with your audience.  I thought President Bush handled this quite well.

Popularity: 16% [?]