There are two principal elements of a presentation namely the Actual 'content' or meaning of the presentation and the seem element is the 'form' or style or method of delivery.
Components of Presentation
The content or the meaning calls for two requirements for sales presentation namely empathy and the focus. Empathy is to do with building audience identification with salesman, his subject and his propositions. The basic purpose of any presentation is to show people why he should buy your ideas. Here, the salesman tries to influence the decisions and actions.
One of the best ways to do this is to make the prospect to identify with what the salesman has to say prospect's identification occurs when the salesperson is in touch with the mood, needs and expressions of the prospect. If the prospect can 'see himself in the salesman and identify with perspective and concepts of the presentation then he will buy into the ideas. It is through the use of empathy that the salesman can achieve and maintain prospects interest and identification and give a persuasive presentation.
Using empathy to build prospect identification involved simple things such as using the word 'you' or starting his presentation with remarks that demonstrate his understanding of how the prospect feels, such as "Thank you for giving me your time today. I know you are busy." It almost involves buying to anticipate the prospect's unspoken ideas concerning salesman's remarks. This empathetic effort to know what people are thinking allows the salesman to address and affirm prospects views. In the same way, it is valuable for the salesman to talk less about his company himself, his product or ideas and more about prospect. 'Your' attitude works wonder in place of ‘I’ attitude.
Turning to another requirement of content is that of focus that deals with use of logics, structured series of arguments. Sales presentation has to prove a point or a cause some specific effect in addition to building prospect identification. This proof is generally accomplished by presenting data and providing an interpretation of those data. These modes of presentation are called as data-dump and logical argumentation. 'Data-dump' is a kind of presentation where the salesman lists all the reasons that salesman and his company and products are special. There are generally a bulletin points which does not go with the idea of consultative benefit selling. Contrary to this 'logical argumentation' as a style of presentations which clearly shows salesman’s proposition explaining the logic behind as to why a prospect go in for salesman's products or proposition. In short, 'data-dump' leaves the thinking to the listeners while the 'logical argumentation' makes the presentation more persuasive.
Once the content of salesman's presentation is organized, it is the time to think of the intended form or style of delivery. Here, the salesperson wants to keep the prosper attentive, intrigued and feeling good about the salesman. As noted earlier, this can be accomplish^ through building rapport. The challenge for many sales people is to keep the prospect attentive and focused on the ideas being presented. People usually speak at the rate of 150 words a minute. However, the people think at the rate of roughly 450 words a minute. Within this wide gap, a listener's thoughts can easily wander from what is being said. In order to grab the prospects attention to maintain a balance between presentation and thinking a series of 'hits' at an interval of 30 to 60 seconds. These hits include - pauses, using vocal skills such as tonal variation and inflexion charges, humour and other sources of entertainment, hand gestures, posture changes of the term ‘You’ instead of ‘I’, reminding the prospect the prints already told and visual aids.
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