Sales Presentation Techniques: That Really Work

163 Pages·2007·1.3 MB·English

by  Stephan Schiffman

SALES

PRESENTATION
TECHNIQUES
(That Really
Work!)
Stephan
Schiffman
America’s #1
Corporate
Sales Trainer

SaleS
Presentation
techniques
(That Really Work!)
stephan schiffman
america’s #1 corporate sales trainer
avon, Massachusetts
copyright © 2007, stephan schiffman.
all rights reserved. this book, or parts thereof, may not be reproduced in any
form without permission from the publisher; exceptions are made for brief
excerpts used in published reviews.
Published by adams Media, an F+W Publications company
57 Littlefield street, avon, Ma 02322
www.adamsmedia.com
isBn-10: 1-59869-060-4
isBn-13: 978-1-59869-060-6 (paperback)
ISBN-13: 978-1-44050-098-5 (EPUB)(cid:13)(cid:10)
Printed in the united states of america.
J i h G F e D c B a

Library of Congress Cataloging-in-Publication Data
schiffman, stephan.
sales presentation techniques (that really work!) / stephan schiffman.
p. cm.
isBn-13: 978-1-59869-060-6 (pbk.)
isBn-10: 1-59869-060-4 (pbk.)
1. sales presentations. 2. selling. i. title.
hF5438.8.P74s353 2007
658.8’101—dc22
2007010858
this publication is designed to provide accurate and authoritative information
with regard to the subject matter covered. it is sold with the understanding that
the publisher is not engaged in rendering legal, accounting, or other professional
advice. if legal advice or other expert assistance is required, the services of a
competent professional person should be sought.
—From a Declaration of Principles jointly adopted by a committee of the
american Bar association and a committee of Publishers and associations
Many of the designations used by manufacturers and sellers to distinguish their
products are claimed as trademarks. Where those designations appear in this
book and adams Media was aware of a trademark claim, the designations have
been printed with initial capital letters.
This book is available at quantity discounts for bulk purchases.
For information, please call 1-800-289-0963.
To Isador Zanger

Contents
introduction ..........................................ix
Part One: Sales Presentations and the Sales Process . . . . 1
chapter 1: We hold these truths to Be sales relevant ........ 3
chapter 2: climb every Mountain, clinch every sale ......... 7
chapter 3: enemies of Your sales......................... 13
chapter 4: Preparing for the First appointment.............. 17
chapter 5: Must You question everything i say? ............ 21
chapter 6: some rules for questioning.................... 25
chapter 7: ask, Listen, and Verify ........................ 29
Part Two: Before the Presentation . . . . . . . . . . . . . . . . . .33
chapter 8: the Power of twelve.......................... 35
chapter 9: Preparing for the Presentation .................. 39
chapter 10: to PowerPoint or not to PowerPoint—that is the
question ......................................... 43
chapter 11: the Guest List ............................. 49
chapter 12: the actor’s studio school of Presentations ....... 53
chapter 13: Keeping the Business ........................ 57
chapter 14: ten things You need to Do Before a Presentation.. 63
Part Three: In the Meeting Room . . . . . . . . . . . . . . . . . . .65
chapter 15: the Parts of a Presentation.................... 67
chapter 16: Building rapport............................ 75
chapter 17: a Few Words on Maintaining rapport........... 81
chapter 18: nonverbal responses ........................ 83
chapter 19: using humor .............................. 91
chapter 20: selling to committees ....................... 95
chapter 21: closing and Follow-up ....................... 99

sales presentation techniques
Part Four: What Works for Presentations—
And What Doesn’t . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
chapter 22: case study #1: Getting everybody on the same Page ..105
chapter 23: case study #2: expensive Lessons .................117
chapter 24: case study #3: Don’t copy What these salespeople Do 125
chapter 25: case study #4: Know What Your customer needs ....133
conclusion ......................................... 141
index.............................................. 142
about the author.................................... 148
i
acknowledgments
Writing a book is a team effort. i specifically want to thank curt
schleier for his dedication and professionalism; he was completely
in tune with my thinking on the subject of sales. in addition to being
a wonderful writer, he is also an excellent teacher—witness his suc-
cessful business writing course delivered to corporations and gov-
ernmental agencies.
i also owe thanks to Gary Krebs, Laura Daly, and Larry shea of
adams Media, who helped shepherd this project from start to fin-
ish. My agent, stephanie Kip rostan at Levine Greenberg Literary
agency, was constantly encouraging.
also key staff members at D.e.i. are due my gratitude: Ben
alpert, scott Forman, and alan Koval, among others, took on heavier
loads so i could concentrate on this manuscript.
of course, i’d be remiss if i didn’t also acknowledge the hundreds
and hundreds of former students who’ve stayed in touch, written in,
and sent e-mails sharing their ideas and experiences with me.
Finally, last but far from least, many thanks to s.h.s., a.F.s.,
e.M.s., and J.r.s. for never giving up.