Features and benefits – two key elements of any sales course. After all, understanding them and the differences between them is part of the foundation of making a sale.
If you want to be persuasive, benefits have to be at the core of your presentation – the tastier the better. Let me explain:
If you’re like me, you learned earlier on that …
features are what a product has; benefits are what it does.
But sometimes, what you think are benefits aren’t. They’re often not personal enough. They’re not compelling. To REALLY sell, your benefits have to be specific. They have to give your audience a specific gain . . . one they can personally feel, or imagine.
Benefits have to personally and emotionally affect Read More …
If you want to be effective in the use of media in your presentations, it’s important to understand how it relates to learning. So today, I’m going to give you some basic rules for being more effective.
Prof. Richard Mayer
These rules come from the work of educational psychologist, Richard Mayer, in his book, “Multimedia Learning.”
Rule Number One:
We learn better with words and pictures than with words alone. Using hearing and vision to transfer information results in much better recall that lasts much longer … often years longer.
We learn better when corresponding words and pictures are presented at the same time or next to each other on the same screen.
Make your presentation facts interesting and memorable.
Ever have a presenter give you a fact during a presentation and you had no idea what it meant – how it related to you or anything else, for that matter?
If you’re like me, the answer is “all the time.”
There are technical presentations in which presenters ream off fact after fact after fact with no indication as to what’s really important and how it relates to what you already know. At the end of the presentation, you leave the room wondering what on earth it all meant, unable to remember even a single number or point.
The most error I see most often is the presenter who throws out a number without the context. For Read More …
The closing is second most important part of your persuasive presentation. I say that because if you don’t have a great opening, you will have lost them by the closing and so your closing won’t matter.
It would probably be helpful here to review the opening of your persuasive presentation:
Start with the situation, opportunity, or problem.
Then describe your credentials – what makes you the ideal one to provide the solution.
After that, your proposed solution.
Finally, state the agenda. In other words, tell your audience what you intend to present in support of your solution.
For the closing, the structure is almost a mirror image of the opening.
First step is to restate the SITUATION, opportunity or problem – the reason you Read More …
Virtually every presentation has to persuade someone of something.
Now you might argue that point by saying that some presentations are informational. That may be true. But there’s usually a desire on the part of the presenter to persuade the audience that the information is important, or that they should do something with that information after the talk is complete.
Setting up a persuasive presentation is actually relatively easy. You want to make sure your audience knows why you’re all assembled there – usually there’s a problem or opportunity. It’s your job as the presenter to state what it is so that you and the audience are “on the same page.”
Once the problem is on the table, it’s time to deal with the solution. Read More …
Let’s talk about the boss. I know, not your favourite subject. You know how your boss wants the details in 30 seconds or less. “Cut the small talk … give me the results.”
Well, most of the time, so does your audience. Now, what I mean by this is that your audience doesn’t want to be left guessing about what point you’re trying to make. They will be if you start with all the details first – or if you begin with a story that meanders around the main point.
So, let’s say I want to get my boss to purchase a new office printer, as the current one is slow and constantly breaks down. That’s what this particular presentation is Read More …
Here’s why: If you understand your audience’s pain and can alleviate it, your chances of success go through the roof. By “pain,” I mean what’s really bothering them. What is their major concern in the area you’re addressing? Get “under their skin”— really understand them and their challenges. That allows you to deliver your solution more Read More …
Don’t forget about emotion in your presentation. “What … in a business presentation?” you ask …
Ah … yup.
We make decisions based on our emotions all the time. We justify them based on facts – on logic.
For example, the majority of people don’t buy a car based upon how economically it will get them from A to B. It’s usually something else … like the most new gizmos, the colour, the speed … or just the way it makes them feel. But when you ask them, they’ll typically tell you how practical it is …
You just have to look at advertising to see how important emotion is to the sale. Kids and animals sell. Sex sells. And status … keeping up with Read More …
With over thirty-five years in advertising, marketing, and television, Peter brings a wealth of knowledge and business experience to any situation. From the top retailers like The Bay, to Canada’s largest energy multinationals, Peter has been at the forefront ...