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The Challenger Sale: Commercial Teaching and Your Sales Presentation

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Stop Selling, Start Teaching

The Challenger Sale, a groundbreaking book from the Corporate Executive Board, blew our ideas about sales strategy wide open. After extensive research across a whole range of industries, CEB discovered that successful salespeople challenge their customers by not simply responding to their needs but actually redefining them. A good challenger provides insight, helps a customer avoid pitfalls, and offers products and services that the client doesn’t even know exist. This technique is called “Commercial Teaching,” and any teacher will tell you, it’s all about your presentation.

At Propoint, we’ve been in the business of building engaging presentations and other marketing and sales collateral for over a decade. We believe that companies can achieve better results with well-constructed and well-designed presentations. Applying the lessons of The Challenger Sale and Commercial Teaching to your presentation can add additional levels of insight and persuasiveness and is another step toward more memorable presentations.

Published in: Sales
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The Challenger Sale: Commercial Teaching and Your Sales Presentation

  1. 1. The Challenger Sale: CommercialTeaching andYour Sales Presentation By Charlie Tranen
  2. 2. The Challenger Sale, from the Corporate Executive Board discovered that successful salespeople challenge their customers by not simply responding to their needs but actually redefining them 1 The Challenger Sale : Stop Selling, Start Teaching Provides insight Helps a customer avoid pitfalls Offers products and services that the client doesn’t even know exist This technique is called “Commercial Teaching,” and any teacher will tell you, it’s all about your presentation A good challenger
  3. 3. Applying the lessons of The Challenger Sale and Commercial Teaching to your presentation can: 2 At Propoint, We BelieveWell-constructed andWell-designed Presentations Achieve Better Results Add additional levels of insight and persuasiveness Be another step toward more memorable presentations
  4. 4. 1.TheWarmer Establish relevance 2.The Reframe Suggest a new point of view 3. Rational Drowning Support your point of view with data 4. Emotional Impact Reveal the implications 5.The NewWay Pitch a solution 3 The CommercialTeaching Strategy Involves Five Specific Steps
  5. 5. PPG Series: Commercial Teaching and Your Sales Presentation Step 1 —TheWarmer
  6. 6. 5 “I Understand WhatYou’re GoingThrough.” You probably don’t spend all day reviewing corporate presentations like we do, but you’ve probably noticed that most presenters love to start by talking about who they are and what they do Unfortunately, only talking about yourself doesn’t work any better at the beginning of a client meeting than it does on a first date If you show your audience you understand them, they will start to pay attention
  7. 7. (No Promises That Any of This Will Help You on First Dates) 6 Here Are Some Pointers on HowYou MayWant to KickThings Off Establish Relevance Make Conversation Demonstrate Expertise Start with what they care about. Show you understand by defining some problems they might have A presentation is not a lecture. Allow the audience to define their problems The warmer slide shows you understand their position Stay Focused Create Curiosity Use Interactivity Make it clear you not only understand their problems, but the insight you provide will directly be related Build suspense. Talk about what they care about, so they will want to hear more Get the audience talking about their concerns, and you’ll be able to direct the presentation toward insight relevant to them
  8. 8. 7 The Commercial Teaching approach might not be as comfortable for you right now as going in and leading with your company’s highlight reel Beginning with The Warmer will demonstrate your understanding of your audience and get them on your side There’ll be plenty of time later to show just how you’ll solve their problems and then close the deal and improve their business
  9. 9. PPG Series: Commercial Teaching and Your Sales Presentation Step 2 —The Reframe
  10. 10. “The Problem Behind Your Problem.” 9 Tell Me Something I Don’t Know The Reframe is where you break it to your audience that their problems will not be solved with the solutions they’ve requested Don’t get stuck in the old model of selling solutions and not really challenging them. That’s a world where your client’s commitment is only as solid as the price you offer and the relationship you’ve built Now that your audience is all warmed up, don’t just respond to their needs, redefine them
  11. 11. 10 Here Are SomeTips to Build a Successful Reframe: Stay Relevant Be Surprising Show Excitement Relate to the concerns they found most relevant during the warmer Truly valuable insight may make their heads spin Create excitement of learned insight with some dramatic graphics Keep It Sparse Deliver with Poise Provide the new perspective with high level design work Due to the shock factor, practice presenting your Reframe
  12. 12. PPG Series: Commercial Teaching and Your Sales Presentation Step 3 — Rational Drowning
  13. 13. Not Just Shocking, Also True 12 EstablishValidity That’s why you need to hold off on the self-promotion a little longer and make sure they are completely sold on the problem before giving them your solution It’s very easy to get this far and want to immediately start promoting your Product Just because you laid it out brilliantly, doesn’t mean they’re ready to put money on it yet The Rational Drowning stage is all about backing up your Reframe with solid data
  14. 14. 13 Make clear connections Guide them further along the same path by playing off of the visuals from the Warmer and the Reframe Visualize data Rational drowning is about hard data, use visual metaphors to represent the information in a memorable way Some Things to Keep in Mind When Creating Your Rational Drowning Content Check for understanding Your audience needs to understand you well enough to explain your point to others when you’re not around Keep it rational Build trust by engaging the left sides of their brains
  15. 15. Present information in a visual and engaging format and your expertise will matter far more during the buying process. Customers choose vendors that help improve their strategy and results 14 The Rational Drowning Step HasTwo Purposes Providing data Providing a clear display of expertise Let the relationship be the result of selling a better strategy, not the entire basis of the sale
  16. 16. PPG Series: Commercial Teaching and Your Sales Presentation Step 4 — Emotional Impact
  17. 17. Objects in Mirror Appear Different Now 16 Bring the Problem to Life During a successful Emotional Impact step, your audience will feel personally connected to your presentation. They will conclude it’s no longer an option to continue to do things the same way as before 16
  18. 18. 17 Things to Keep in MindWhen BuildingYour Emotional Drowning Slides: 17 Tell a Story Use Infographics It’s the best way to impart a lesson Customers remember images so use them to create visual connections and support the story Relate to Pain DoYour Homework The emotional impact comes when you connect your story to the pain they feel every day Research to anticipate the customer’s challenges and standardize your presentation for relevancy
  19. 19. For them, this is the darkest point of the presentation. The solution they thought they wanted no longer applies, and they are ready for new ideas …Now They Agree that Continuing To Do Things the Same Way Just Won’t Work Anymore 18 You’ve Changed theWayYour AudienceThinks… They don’t see any alternatives yet, but this is where you’ve been building the whole time
  20. 20. PPG Series: Commercial Teaching and Your Sales Presentation Step 5 — A NewWay
  21. 21. 20 WhatThey’ve All BeenWaiting or At this point, you may be tempted to… Once you present a New Way at this step, you feel an immediate release of tension. The audience is relieved to see there’s a light at the end of the tunnel …start promoting your product right away Force yourself to hold off just a little bit longer Pitch the new approach, not your product
  22. 22. 2121 Don’t get promotional (yet) Relate the visuals to the solution, not to your product Alternate ending You just created a story with an unhappy ending, now give it a happy ending It’s still about them Make sure this new story is still about them. The reaction you want is, “That’s how we should be doing it!” Repurpose infographics Think about how you can change the infographics accordingly Take your time Get your clients on the same page, wait until they get it before moving on Things to keep in mind when presenting your New Way
  23. 23. 22 Your goal is to educate the audience with valuable insight they find useful You are helping them do their jobs better, and this makes you much more valuable to your customers After presenting a New Way, you are now ready to offer up that you happen to have a product that is a perfect for this new solution
  24. 24. PPG Series: Commercial Teaching and Your Sales Presentation Step 6 —Your Solution
  25. 25. 24 CommercialTeaching We have the tools you need to solve your problem.” Now that you educated your audience about their problems and offered better solutions, you’ve set it all up, your product will be the perfect fit A tech company might need a software demo A financial firm might need a strategy diagram A logistics company might need an interactive map These should be designed well and use the technology that’s the best fit Your approach to providing a solution depends on what type of product you offer Make sure your salespeople have the right tools and know how to use them
  26. 26. Propoint Graphics has over a decade of experience helping more than 1,000 clients across a wide range of industries Logo? Picture? The ideal combination of great design, technical know-how and presentation expertise Learn what the award-winning designers at Propoint can create for your company Click here Or call 800.906.4646

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