Make It All About Them

In today's commodity-based marketplace it is harder than ever to differentiate even the most superlative services and products. The sales presentation provides the most powerful opportunity to do so. Make It All About Them reveals the truth behind the traditional rules of presentations and offers sales professionals a new way forward. It explains why focusing on three key points trumps a presentation full of details, why plain English always wins over jargon, why the audience doesn't need to know how important you are but how important they are, and other effective tactics.

• Provides quick and useful concepts and tools to help salespeople break through the "we have always done it this way" mentality that is so prevalent in corporate America
• Author Nadine Keller is founding partner of Precision Sales Coaching & Training with more than twenty-five years of experience in sales and sales leadership coaching and consulting

This unique approach will allow you to deliver a winning presentation every time by making it all about your audience.

Acknowledgments ix

Introduction: Creating an Experience xi

I What You Present: The Messages 1

1 Make It All About Them 3

2 Start with the End in Mind 11

3 Develop a Story 21

4 Developing Stories for Existing Clients (Rebids) 35

II The Skill: How You Say It 41

5 Facilitating the Experience 43

6 Speaking the Client’s Language 59

7 Making It Compelling 71

8 Anticipating and Answering Questions 87

9 Behaving as a Team: Team Dynamics 97

10 Analyzing Your Audience 123

III The Materials: What We Say It With 131

11 Dodging the Bullets: Avoiding

Death by PowerPoint 133

12 The Strategy behind the Materials 159

IV Twenty-three Elements of the Experience 173

V The Tool Kit 189

Index 209

NADINE KELLER is founding partner of Precision Sales Coaching & Training. As director of sales training with JP Morgan Chase, she developed a culture of best-in-class sales and marketing behaviors, processes, and procedures, and launched the "learning while doing" technique. Establishing Keller & Associates in 1998 and Precision Sales Coaching & Training in 2006, Nadine has brought her proven coaching methods to a broader audience that spans industries.??Her firm has provided coaching and training for thousands of sales professionals with measurable results.

Salespeople have been boring buying committees for years with laborious page-by-page presentations. Droning on about their products, reciting bullet point after bullet point, these presenters have failed to realize that they're missing a grand opportunity to stand out in a vast sea of sameness. In today's commodity-based marketplace, it is harder than ever to differentiate even the most superlative services and products. The sales presentation provides the most powerful chance to do so.??

Make It All About Them offers sales professionals a new way forward. It explains why focusing on three key points trumps a presentation full of details; why plain English always wins over jargon; and why the audience doesn't care about you, but rather what you can do for them. Make It All About Them??offers sales professionals a proven and unique approach for winning sales presentations by highlighting the traditional rules of presentations and revealing their shortcomings. You'll discover how to:

• Identify your three key messages
• Develop a story that is engaging, targeted, and memorable
• Speak your client's language
• Highlight the most compelling benefits of your product or service
• Ruthlessly analyze your existing presentation in order to avoid death by PowerPoint
• Use LinkedIn and coaches to help you understand your audience member's personality
• And much more!

These quick and easy concepts and tools will help you break through the "but we've always done it this way" mentality that drains the life out of corporate America. Turn the conventional approach to sales presentations on its head. Make it all about your audience, and you'll win every time.

Salespeople have been boring buying committees for years with laborious page-by-page presentations. Droning on about their products, reciting bullet point after bullet point, these presenters have failed to realize that they're missing a grand opportunity to stand out in a vast sea of sameness. In today's commodity-based marketplace, it is harder than ever to differentiate even the most superlative services and products. The sales presentation provides the most powerful chance to do so.??

Make It All About Them offers sales professionals a new way forward. It explains why focusing on three key points trumps a presentation full of details; why plain English always wins over jargon; and why the audience doesn't care about you, but rather what you can do for them. Make It All About Them??offers sales professionals a proven and unique approach for winning sales presentations by highlighting the traditional rules of presentations and revealing their shortcomings. You'll discover how to:

• Identify your three key messages
• Develop a story that is engaging, targeted, and memorable
• Speak your client's language
• Highlight the most compelling benefits of your product or service
• Ruthlessly analyze your existing presentation in order to avoid death by PowerPoint
• Use LinkedIn and coaches to help you understand your audience member's personality
• And much more!

These quick and easy concepts and tools will help you break through the "but we've always done it this way" mentality that drains the life out of corporate America. Turn the conventional approach to sales presentations on its head. Make it all about your audience, and you'll win every time.