In This Issue...
2 Minute Video: Is Your Presentation Far Too Informative Rather Than Persuasive?
Everybody sells something, whether it’s a product, a service, a philosophy, or an idea. It is possible to sell and be persuasive in a very elegant, polished manner without being overly informative.
In today’s competitive marketplace, a sales professional’s success often depends upon his or her ability to deliver a polished and persuasive presentation. Although salespeople spend a significant amount of their time verbally communicating, many suffer from common shortcomings in their presentations that adversely affect their results. One of the most common mistakes is delivering overly informative presentations. Of course, every solid presentation requires a certain amount of “data,” but many professionals spend too much time informing rather than persuading.
It’s very easy to deliver an informative rather than persuasive presentation. The reason? A prospect typically won’t say “no” when you’re only disseminating information. The problem is they don’t say “yes” either!
A young woman I recently worked with reluctantly confessed that she suffered from the data- dump syndrome. Like many of us, she felt more comfortable in the information zone. Her strategy was simply to provide more information than her competitor did. She was hoping that her prospect would like her more or at least feel obligated to buy from her because she had been so thorough.She came to realize that she had been spending a great deal of time sharing and consulting with her sales prospects without completing any transactions. (Ouch!)
After stepping back and evaluating her presentations, she realized she needed to move beyond merely relaying information; she needed to build her case. By focusing more on brevity and tailoring her strongest points to her prospects’ needs, this young professional eventually became a consistent producer in her organization.
Watch the video clip featured in the Presenters’ Post to learn: Compelling Arguments that Move Listeners to Action.