You’ve completed the request for proposal. You’ve made the cut down to the final three vendors. Now you must “wow” the potential customers with a presentation that answers their questions, makes an impression and elevates your solution above the competition. How do you deliver an effective presentation? Follow this simple eight-step process in today’s issue of Promotional Consultant Today.

1. Make a sincere compliment. Start with something your client is proud of; it shows you’ve done your homework:

  • “Congratulations on your recent product launch.”
  • “Your latest advertising campaign is spectacular.”
  • “Your stock price is up three points while most of the market is down. Your strategy is on track.”

2. Give an introduction to their challenge or problem. Do not mention your product or solution now. Instead, talk about their current responsibility, challenge or opportunity. Then, follow up:

  • “This is the time to make a bold move and . . .”
  • “Your board of directors has challenged you with . . .”
  • “Your competition is increasing in . . .”

3. Differentiate from your competition. Everyone else thanks prospects for their time. Don’t. Instead, say, “Thanks for the opportunity to discuss how our company (be specific with your service or product) can …

  • ” … help you accomplish your goals.”
  • ” … minimize your risk in…”
  • ” … expand your markets in…”

4. Make heroes of your contacts. If you have a champion, or if individuals have helped prepare you for the meeting or have taken you through the discovery process, thank them now.

  • “Thank you, Mike and Theresa, for your time and knowledge to help us understand the ABC Company’s goals, commitments and challenges.”
  • “Mike tells us that your vision is to …” or “that your priorities are…”
  • “In the next 30 minutes (60 minutes, three hours), you will hear (learn, discover, see demonstrated) how our solution can help you achieve that goal.”
  • Never say, “I’m going to talk about . . .” or “What I would like to do …”

5. Provide examples, experience and social proof. Knowing your product or service isn’t enough. Your prospect must understand how it can improve their business and that you are not just a salesperson but also a trusted advisor. Tell stories and case histories about satisfied clients.

6. Review key ideas. Do this with a rhetorical question or a simple statement based on your premise:

“How is ABC Company better off by doing business with us?”

“As you heard, we would help you accomplish your goals by …”

7. Head into the close with confidence, not a question. Many of your competitors close on questions. No. No. No. Close on a high, and let your last words linger. Make sure they’re yours. The warm-up to the close is a question: “Based on what you have heard, what are your specific questions?” After you answer questions (and possibly objections), drive the sale forward. Depending on the complexity of your offering or how many people are involved, you may want to say:

  • “At this point, our most logical step is …”
  • “At this point, may I recommend we …”
  • “At this point, our best clients elect to …”

8. Reinforce your key idea. Your last words are the most important you’ll say, so never introduce a new idea that you have no time to develop. Your approach might sound like this:

“Again, thank you for the opportunity to demonstrate how our approach could be what you’ve been searching for. We look forward to our next meeting. Be secure in knowing we pioneered this industry.”

Most sales professionals are fairly smooth in the body of their presentation. Very few, however, open and close effectively and memorably. Take these eight steps and apply or adapt what is appropriate to your situation.

Source: For 25 years Patricia Fripp, CSP, CPAE, has taught individual salespeople and sales teams how to speak more powerfully and boost their sales beyond expectations. Fripp is trusted by clients such as Microsoft, ADP, Visa, Genentech, Wounded Warrior Project and the American Payroll Association. Her interactive virtual training platform offers a surefire shortcut to becoming powerfully persuasive and successful in sales.