The less than helpful metaphor: The sales doctor and customer patient.

Pain points, a lot of salespeople (and sales training) use this metaphor. The metaphor assumes your potential customer is in pain, has some urgent problem that needs solving. And that you are the “doctor” who can help them.  The problem with this metaphor is that it is not true, it doesn’t really apply. It’s pretty rare that a potential customer is in an urgent situation (is in “pain”).  I just worked on an emergency equipment replacement project that took a year to conclude.  They were not in pain, but they realized they were going to face some big problems in the future if they didn’t replace the piece of equipment… Read More

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Can you give me one good reason?

I was in Malaysia and Singapore this month to give some mini-workshops on sales presentations. During one of the sessions I asked my audience, who was very engaged, to “Give me one good reason” to buy their product.  Most of the attendees struggled to come up with an answer.  I thought it may be an ESL (English as a second language) issue since things get lost in translation, but even the English speaking members were not having an easy time. I used this “one good reason” exercise when I was discussing the need for a concise, clear message in sales presentations. I thought it would be a good place to start,… Read More

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What’s your point? 4 tips on writing the message for your presentation.

    Think about the last presentation you attended; what was the presenter’s point? Designing a presentation around the most important point (the message) greatly increases the chances that the audience will remember it over time. This is why presentation design starts with crafting a clear concise message. One mistake presenters make is to assume an audience can remember multiple “takeaways”. The old saying is true; if everything is important then nothing is important. I follow a message crafting framework that is taught by Dcode communications (www.dcodecommunications.com) in their presentation training program called Wavelength. They recommend crafting your message by completing the statement What I really want you to understand… Read More

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