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 …
Ever get really, really lost? You’re in the driver’s seat and your navigator hasn’t bothered to keep you up to speed on where you are? It’s the single biggest fault with presentations.
Presenters know where they’re going – they just don’t share the map with the audience.As presenters, we need to keep our audience on track. Tell them what we’re going to tell them up front … and then keep them up to date as we move through the presentation. Otherwise, they get lost.
“Sharing the Map” keeps your audience on track throughout your presentation.
So here are three visuals things you can do to help keep your audience on track.
One. If you have more than say three points, have an agenda slide. 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.
When I speak to a group, I try to speak in seven minute segments MAX. That’s Magic Time! Because after seven minutes of information battering our little brains, our eyes roll back in our heads and we shut down.
And where has this come from? Television, of course. Because a program segment is about 7 minutes … then there’s a commercial .. unless you zap it .. but you’re still programmed to take a break.
Today, attention spans are getting even shorter. So, it depends on your audience. The younger, the shorter … generally.
The point is, “think in modules.” If your talk is longer than 10 minutes, you need to break it up. It should be at least a two or three module talk. That Read More …
Here’s a video that I created for a client a few months ago that serves to illustrate a persuasive structure for any type of presentation, email, letter, phone call, etc. It’s only two minutes long (that was actually a requirement).
The presentation was a key element of a larger package that secured a $400K grant. Tecterra was the funding organization (the “client” in this case). There were four grants available and over 70 contenders.
Hopefully, you can pick out the key elements in the structure. They can be subtle, because you want the presentation to flow.
First, start with what your audience knows. Usually it centres around the problem. That’s usually the one thing we can all relate to—the thing that’s making us 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 …
There is nothing quite like a beautiful body. Perfect form and an end that sells the whole package.
Hey, I’m talking about presentations!
Your presentation can take a number of different forms. You’ll find a list of the most common ones here. For more in-depth information and examples of how to use them, you’ll have to take my online, self-paced video course, Persuasive Presentations 2.0.
Persuasive presentations always have a strong open and close – they’re the most important parts of your presentation … but the middle of your presentation is called “the body” and it has to be “just right.” It’s where you get the chance to really be persuasive.
The body is where you make your key points. And the beauty Read More …
The key to having impact with your persuasive presentation is practicing the Rule of One.
The rule of one is simple. If your presentation is about more than one thing, you’re wasting your time. Nobody will ever remember what it was about. I’m serious!
Let’s say you did a half-hour presentation starting at five o’clock in the afternoon. You finish at 5:30. Surveys show that at 6 o’clock, a half hour after you’ve finished, your audience will remember a mere 50% of your content.
Next morning … when you get to the office, ask around and you’ll find that most remember 25%. A week later, if you were to do the same survey, the result would be 10%.
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 ...