Sales institute cork jan 2014


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‘How to Deliver Compelling and Successful Pitches’ (Pitch to Win) This talk was to an audience of 130 top sales professionals looking for advice on how to increase their success rate when pitching.

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  • Reassure them that you have a solution
    That is better than anybody else's
    Persuade them that you have done this many times before
  • Materials Dept/ procurement; No one asked to see or discussed their expertise in the area of MRSA chillers. Reassure buyer of their expertise in this area.
    Remember no one gets sacked for buying IBM
  • Tell the story of Chapter One and Bruce Springsteen. Also tell story of OVPR visiting VP research looking to invest. Who have we here and deliver same on presentation irrespective of Audience /Industry.
    You want to demonstrate that this is someone/ organisation we could work with!
    Nancy Dwarte “Designing a presentation without the audience in mind is like writing a love letter to ‘whom it may concern’” Nancy Duarte
    Who is my audience as question: Start-ups / Researchers / Professional Services/ Industry/
  • Great sports people are always striving to get the basics right and repeatable under pressure.
    Now let me explain the basics of presenting and when you understand and apply you will be increasingly successful in high pressure business situations.
  • Explain the basics by telling the story of Paul O’Connell and the Munster team or of Graham McDowell (G- Mac)
    Sports people always talk about getting the basics right.
    The same applies to presenting, the basics are – open: get attention, close: tell the audience how they are better.
    Between Open and Close use one of 5-6 tried and trusted formats. In this session I will give you the format for ‘Memorable Marketing Talk’ (Elevator Pitch- USP- High Concept Pitch) talk.
    Regularly I meet people so say I will just wing it in the belief that It will be alright on the night nothing could be further from the truth.
    E.g. Billy Connelly or Dara O’Brien know exactly what they are doing and where they are going their skill /art is in making it look like it is ad-libbed
  • Open - Get attention in 20 works or 7 seconds.
    This is how newspapers do it!
  • At the end of your pitch you must remind your audience how they will be better as a result of engaging with you. This should not be a list (which says pick one as I am not sure what you want) which is what I usually hear.
    E.g. Google say “We help you grow your business”
  • All great speakers use classic templates to construct and deliver their talks. If you have a template that works why try and re invent the wheel?
    The most fearful and time consuming way to start a talk is with a blank piece of paper. You will get under way and finished much quicker when you use a template as we will see demonstrated here today
  • In the body of your talk you cannot make no more than three key points. Ideally one key point would be best but this requires a great deal of bravery. So that people will understand your business ideas you can use any of the following in the body of talk: analogies, demonstrations, examples, facts, statistics, testimonials.( but not all of them)
    Reminder “data overload is the greatest failing when trying to communicate with your audience” Andrew C. Keogh
  • Sales institute cork jan 2014

    1. 1. “ Find Your Story & get people to believe in You” Liam Casey PCH
    2. 2. ` ‘How to Deliver Compelling and Successful Pitches’ (Pitch to Win)
    3. 3. ` The Aristo Philosophy Stop Delivering! • Sermons (churches empty) • Slide Presentations (majority uninteresting) • Sales Presentations (no one wants to be sold to!)
    4. 4. ` The Aristo Philosophy Start Having a Conversation Aristo promotes the art of extended conversation. Have a conversation, be it with 1 , 5, 50 or 500 people.
    5. 5. ` Pitch Objectives To create a pitch that will stand out from the crowd and help you to win business • Tell a client you understand their problems better than anybody else • Reassure them that you have a solution that is better than anybody else’s • Persuade them that your team has solved these problems many times before • Demonstrate that you will be easy to work with
    6. 6. ` ‘Pitch to Win’ ‘It’s About Relationships- Stupid’
    7. 7. “A gossip talks about others, a bore talks about himself, a salesman talks about his product, and a brilliant conversationalist talks about you.” Andrew Keogh
    8. 8. Tell a ‘ Value’ Story • I fully understand what you are trying to do! • Demonstrate you have a much better understanding than any of your competitors
    9. 9. “If a potential customer has made time to meet you, this means they have a problem to solve or a project in mind and they expect that you are not simply coming to tell them what you do, but that you have put some real thought into how you are going to help them solve their problem” - Deirdre McPartlin Enterprise Ireland Düsseldorf
    10. 10. ` The Basics: Preparation Are  Situation Appraisal  Objectives  Measure of Success  Value to Organisation Do Get
    11. 11. ` The Proposal: Solution Are Do Get  Better than anybody else  Delivered many times before
    12. 12. ` The Proposal: Delivery Are Do Get  Situation Appraisal  Measure of Success  Objectives  Value to Organisation
    13. 13. “Most Boring Day of my Month” • You are one of 6-8 teams presenting, how are you going to stand out from the crowd? • Make Your Solution Stick !!!!!
    14. 14. ` Cake or Worm?
    15. 15. ` ‘Pitch to Win’ ‘Tell Your Story’
    16. 16. Who is your audience? “Designing a presentation without the audience in mind is like writing a love letter to ‘ whom it may concern’ “ Nancy Duarte
    17. 17. ` Qualities of Your Hero • ??????????? • ???????????? • ????????????
    18. 18. ` Paul O’Connell ` Padraig Harrington
    19. 19. ` The Basics 1. Open (Connect in 20 words or 7 sec.) 2. Body (Concentration ON-OFF-ON-OFF-ON-OFFON-OFF ON -OFF-ON-OFF) 3. Close (If they remember your take home message you are a success)
    20. 20. ` Opening: Newspaper Headlines! HEADLESS BODY IN TOPLESS BAR New York Post on a local murder FREDDIE STAR ATE MY HAMPSTER Sun: story was a fabrication ICE CREAM MAN HAS ASSETS FROZEN BBC News SUPER CALEY GO BALLISTIC CELTIC ARE ATROCIOUS Sun on Inverness Caledonian Thistle beating Celtic in the Scottish Cup
    21. 21. The Close: How is listener Better? “ A speech is like a love affair any fool can start it, but to end it requires considerable skill “ Lord Mancroft
    22. 22. Template “ Despite the fact that Father Ted was basically an Irish ‘Only Fools and Horses‘ with a soft, surreal twist (the three male characters in both are almost identical” - Graham Linehan
    23. 23. Plan your Pitch Analogy: Planning a journey is like planning a talk Action Better Team Ad u ie ne c Do Problem Connect "One good analogy is worth three hours discussion." (Dudley Field Malone) Pa rpe er
    24. 24. It’s unwise to pay too much But it’s worse to pay too little. When you pay too much, you lose a little money - that is all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do. The common law of business balance prohibits paying a little and getting a lot - it can’t be done. If you deal with the lowest bidder, it’s well to add something for the risk you run, and if you do that you will have enough to pay for something better. John Ruskin, protagonist for new commercial ethics, 1819-1900
    25. 25. This is the judgement your listener is continually making: Do I believe / trust this person? My final piece of advice to you is • Speak from your life’s experience • Speak with energy and enthusiasm • Speak in terms of your listeners interest And they will!
    26. 26. ` Cake or Worm?
    27. 27. Every Pitch should finish with an ASK! My ask of you is this: Before you go to every meeting in the next few days ask yourself am I about to talk; CAKE or WORM Send me a note to tell me of your increased success when talking CAKE
    28. 28. ` My Contact Details email: twitter: @aristoc2g web: phone: 01 8208552
    29. 29. ` ‘Pitch to Win’