Selling Professional Services - Page 3
Selling Professional Services Step 2 Make a Great Presentation
Of course you are not going to make the perfect presentation at your first attempt.
Start out by giving a brief presentation to your friends, stating your name and address. Follow this with a brief five-minute presentation on your life and interests. Make a habit of giving brief presentations. Despite all the discomfort, you will gradually get into the swing of it. Face that which you fear, and eventually the fear is removed.
When making a presentation to customers, focus on the benefit. Do not mention the cost. Can you imagine trying to sell Leadership Coaching programs for groups of executives in the same company at £100,000 per annum? The simple fact is that nobody has got £100,000 to spend on Leadership Coaching. Therefore, do not talk about the cost. Focus on the benefit.
The skills acquired by executives during the program will lead to greater sales, lower costs and greater profits, i.e. greater managerial ability for the foreseeable future. In fact, the program guarantees an increase in profit of £1 million in the first year of the program. If you focus on the benefits of increased managerial skills, and the £1 million added to the bottom line, then the £100,000 cost of the program does not seem excessive. By the time we have focused on the benefit, then the £100,000 is mentioned at the end of the presentation as a mere detail.
Keep using expressions along the lines "what this means to you is...", "what this means to you is that sales will be increased by 20 per cent, what this means to you is that costs will be reduced by 20 per cent, what this means to you is that you will have the holiday of a lifetime, etc.".
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