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About this lesson
In this video we look at how an introduction of an effective presentation is put together and executed.
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Quick reference
The Introduction
The presentation is where you get to go through and shine as a sales professional. Now is the time when you take all the research you have done, all the questions that you have asked, all the information you have gathered and you present it to your client.
The presentation should include an introduction, it should address the client’s needs and should include the features and benefits.
Depending on what you are selling and your sales cycle, all of this can happen in a matter of minutes or over the course of an hour. Your presentation can be done on a pad of paper, a PowerPoint, a brochure or just through talking. You have to decide what is right in the situation.
When to use
As a sales person, the first thing in your presentation should be the introduction.
Instructions
The first part of your presentation, which is crucial, is the introduction. The things that should be included in your introduction are the following:
- Bold promise
- What is the promise that you are going to deliver through your product or service?
- It has to be something that grabs the client’s attention, but it has to be true.
- Think of something that you have delivered in the past or something you thrive to deliver.
- It is nice to deliver the bold promise in the form of a question.
- Examples: “What if there was a way to XYZ?” “What if we could increase your sales by XYZ?” “What if we could retain X amount of customers?”
- CCD – Clear, Concise Description
- You might have done your CCD in the beginning of your rapport building, but it needs to be included in the introduction too.
- Who do you help? What do you believe about helping them? What do you help them achieve?
- Background
- Tell the client about you and your company.
- You want your client to know that you are an expert in your industry. You have studied your product and industry in the past, present and future and what this means to your client.
- Pick one, maybe two of the best things you or your company have done in your career.
- Social Proof
- You want to show your client examples of other clients that you or your company has helped.
- Sharing stories or testimonials will help your client relate.
- 00:04 In this video, we're gonna go into step six, the presentation.
- 00:08 This is where you actually get to go through and shine as a salesperson.
- 00:14 So now is the time where we take all the research you've done,
- 00:17 all the questions that you've asked, all that information.
- 00:21 Now, you get to present your product or service to the actual client.
- 00:26 Now depending on what you're selling and depending on your sale cycle,
- 00:30 all of this can happen in a matter of minutes or
- 00:33 all this might happen over the course of an hour.
- 00:37 So all depends on what you're selling and
- 00:38 the debt of influence that you need in order to sell that product to service.
- 00:43 So, let's jump in.
- 00:44 The first part of your presentation which is crucial is the introduction,
- 00:47 the introduction.
- 00:48 Now if you are doing a sit down, let's say, you are selling yourself for
- 00:52 real estate or you're doing loans or something or insurance where you
- 00:56 are siting down face to face with somebody and it could be anything.
- 01:00 You wanna have a great introduction.
- 01:02 So the first part of your introduction, we call the bold promise.
- 01:07 The bold promise.
- 01:08 What's the bold promise that you are going to deliver through your product or
- 01:11 through your service?
- 01:13 So, that is something that's completely elevated.
- 01:16 And in some cases, it might be hard to believe, but
- 01:20 it something that grabs their attention.
- 01:23 But this is very important, your bold promise has to be true.
- 01:26 So my bold promise for my company, for example is what if there was a way
- 01:31 to grow your business 100 to 300% in 12 months or less?
- 01:37 My executive coaching clients have done exactly that.
- 01:42 So boom, did I grab your attention?
- 01:45 Is it true?
- 01:46 Yes.
- 01:47 So you wanna make sure that it's absolutely true, nothing exaggerated, but
- 01:51 what is something that you have delivered in the past or
- 01:54 something that you're striving to deliver for your clients?
- 01:57 Is that makes sense?
- 01:59 What is your road promise?
- 02:00 And I like to do it in a form of a questions,
- 02:03 what if there was a way to x, y, z?
- 02:07 What if we could increase your sales by x, y, z?
- 02:12 What if we could help you retain x amount of the customers.
- 02:16 So, whatever it is that's that gold promise.
- 02:19 Make sense?
- 02:20 Good.
- 02:21 So, let's go on to the second thing.
- 02:22 Second thing is your CCD.
- 02:24 What does CCD stand for?
- 02:25 Your clear concise description.
- 02:30 So you may have done your CCD in the beginning of your report building, but
- 02:34 you definitely want to have it here in your presentation.
- 02:37 Clearly, who do you help?
- 02:40 What do you believe about helping them?
- 02:42 What do you help them achieve?
- 02:44 So, you wanna put that in their right after your ball frost.
- 02:48 Now people ask me all the time, should I use a visual aid or should be a brochure,
- 02:52 should I be an iPad?
- 02:53 I mean, it doesn't really matter.
- 02:55 So for me, when I do my presentations, I use pad and paper.
- 02:59 And if I'm doing a live presentation, I'll use like a PowerPoint slide or
- 03:03 a keynote slide, something like that.
- 03:07 So you have to decide what it is for you, because some people are visual and
- 03:10 they like to see something.
- 03:12 So whether it's a brochure or whether it's a PowerPoint presentation,
- 03:16 or whether it's just you talking.
- 03:19 So this is how it works, even a pad and paper and a pen.
- 03:24 And sometimes, I'll take the pad where I wrote down all the different things that
- 03:27 they're looking to accomplish and
- 03:29 I'll just tell them how my service helps them accomplish those things.
- 03:33 Does that make sense?
- 03:33 Okay, good.
- 03:35 So your bold promise, you want your CCD.
- 03:37 Next, you wanna tell them a little bit about you,
- 03:40 maybe a little bit about your company.
- 03:43 And so that's your background, your background.
- 03:48 So, what do I mean?
- 03:50 You want your client to know that you are an expert,
- 03:53 because you've been studying your product, your services and your industry.
- 03:58 Past, present, future.
- 03:58 What is your industry doing in the past?
- 04:01 What's your industry doing right now?
- 04:03 And what's your industry doing in the future?
- 04:05 And what does that mean to your client?
- 04:08 So, there's a little bit of education here.
- 04:09 You've been probably sent them some educational things, some videos,
- 04:13 some white paper, some emails.
- 04:15 So, all of this now culminates here in your presentation.
- 04:19 Okay, good.
- 04:20 So you're background, what I'd like to do is pick one or
- 04:23 maybe two things of the best things that you've ever done.
- 04:27 So that might sound like if you're selling airplanes, you might say, you know what?
- 04:32 We sold a fleet of airplanes to Boeing and it was absolutely amazing.
- 04:39 We helped increase their revenues by x amount or whatever.
- 04:43 So, what is the biggest thing you've done in your career or
- 04:47 something that's notable?
- 04:49 So you tell them at least one thing, maybe two, but
- 04:53 you don't wanna tell them everything you did in your whole resume.
- 04:56 Why? Because their brain is gonna do,
- 04:58 it's gonna take an average of all those things.
- 05:00 Some things are not so great that you did or maybe they were okay.
- 05:03 Some things were amazing that you did, but
- 05:05 what happens is they're gonna take the average of that.
- 05:08 So, you lose the real juice of what makes you an expert.
- 05:11 Is that make sense?
- 05:13 Okay, good.
- 05:14 So tell them the best thing that you've done with your company or
- 05:16 that your company has done, or that you've done with your company.
- 05:19 So if you're a new salesperson and
- 05:21 maybe you haven't had a lot of success in that industry yet, use your company.
- 05:26 You can even use other salespeople's testimonials.
- 05:29 That's the next thing is social proof.
- 05:35 After background comes social proof.
- 05:37 What do I mean by social proof?
- 05:39 You wanna show them examples of your other clients that you or
- 05:42 your company has been able to help, to help them overcome that challenge,
- 05:47 to help fill that void with their solution, so that they can relate.
- 05:51 So if you have somebody in the same industry as them, even better.
- 05:55 So I had a client that I was doing some sales training for and they have hair care
- 05:59 products, and their hair care products help make your hair thicker.
- 06:04 So this is a hundred million dollar company,
- 06:06 these guys are really trying to get to the next level.
- 06:09 So, what end up happening was the stories where actually unbelievable.
- 06:15 It was such a big sales process.
- 06:16 Because unfortunately, women who had gone through cancer needed their hair to grow
- 06:21 back and they uses that product and what they're found
- 06:24 was had this product help the cancer patient really grow their hair back.
- 06:29 Sometimes even thicker than it was before.
- 06:31 That's powerful, sharing those stories.
- 06:34 There's emotion in those stories and
- 06:36 these stories really help paint the picture of what you can do for them.
- 06:40 Is that make sense?
- 06:42 So ask yourself, what's a client that you got a result for,
- 06:46 that really helped get them to the next level?
- 06:50 So for example, I have a client that I did one on one coaching with and
- 06:55 she had a great business.
- 06:57 It was a gym and they were trying to grow their membership,
- 07:01 so we implemented a lot of the things we're talking about here.
- 07:06 And in six months, she doubled her revenue.
- 07:09 It was amazing.
- 07:10 It was actually less than six months.
- 07:12 She doubled her revenue by doing a lot of the things that we're talking about
- 07:15 right here in this program.
- 07:17 So you wanna show social proof of whatever it is for you, a testimonial, a story.
- 07:23 And again, if you're new to your company or if you're new in the sales industry,
- 07:26 use somebody else's story.
- 07:28 Somebody else's example, because the story is the story and that's really gonna help
- 07:32 paint the picture of what your product or service will do for that person.
- 07:37 Good, so let's recap.
- 07:39 Step six, the presentation.
- 07:40 You start with your introduction.
- 07:43 Start with your bold promise.
- 07:45 Something that really is going to grab their attention.
- 07:48 Something that's true and verifiable.
- 07:51 So make sure that you're not just making up things buy in the sky, but
- 07:54 you want something to grab somebody's attention.
- 07:57 Next thing, you want your CCD, your clear and
- 08:00 concise description of what it is you do.
- 08:03 Who you help?
- 08:05 What you believe?
- 08:06 We know what that is.
- 08:08 Next, your background.
- 08:08 Tell them a little bit about your background,
- 08:10 it could be a little bit about education.
- 08:13 The biggest deal you did,
- 08:14 the most significant impact that you made on a client with your product and service.
- 08:19 And then finally, social proof.
- 08:21 Get a testimonial, tell a story.
- 08:23 And the best stories are when you get a client that similar to them,
- 08:26 similar backgrounds, similar industries, similar challenge and
- 08:30 how you helped that person overcome that challenge, you or your company.
- 08:35 If you're new to the industry, get examples from other salespeople.
- 08:38 Get examples from what your company has done.
- 08:42 So that's that first part, the introduction.
- 08:45 Great job, I'll see you in the next video.
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