When You Walk in Empty Headed, You Walk Out Empty Handed

by | 4 minute read

How much of your pre­sen­ta­tion is “stan­dard?”

Whether you sell a prod­uct or ser­vice, whether it’s sim­ple or sophis­ti­cat­ed, how much (what per­cent­age) of your pre­sen­ta­tion is the way you usu­al­ly present it? Void of per­son­al­iza­tion? Void of cus­tomiza­tion? Void of inter­ac­tion? And all about you.

What kind of pre­sen­ta­tion do you think your prospect wants?
• They want to know what the val­ue is to THEM.
• They want to know how this fits into THEIR busi­ness or life.
• They want to know how THEY ben­e­fit.
• They want to know how THEY win.
• They want to know how THEY pro­duce.
• They want to know how it affects THEM.
• They want to know how THEY prof­it.
• They want to know how easy it will be put to use in THEIR envi­ron­ment.

And NONE of those ele­ments exist in your stan­dard (canned) pre­sen­ta­tion. Rats.

Why are you giv­ing a “we-we” pre­sen­ta­tion (all about you and how great you are), when the cus­tomer only wants a pre­sen­ta­tion in terms of them?

HERE’S THE REALTY: When you walk in emp­ty head­ed, you walk out emp­ty hand­ed.

IDEA: Take all the bor­ing crap you were going to say to the cus­tomer, and send it to them in an email say­ing, “Here’s my pre­sen­ta­tion for the part you could find on Google or on our web­site, so that when we’re togeth­er I don’t bore you. Rather, I’ll be pre­pared to give you ideas that lead to (state how they win). Fair enough?”

Now you’re a real sales­per­son. Now you’re forced to go in with ideas and infor­ma­tion about THEM that they can use for their own pro­duc­tiv­i­ty, enjoy­ment, use, and prof­it.

And you now have a bet­ter than 50% chance of mak­ing the sale.

CAUTION: Unless your pre­sen­ta­tion is cus­tomized and per­son­al­ized for the cus­tomer AND in favor of the cus­tomer, there will be a dis­con­nect. Their dom­i­nant thought will be, “this guy doesn’t under­stand me and/or my busi­ness.”

Here are some keys to under­stand­ing whose favor your pre­sen­ta­tion is geared toward:
WE-WE — State­ments about you that boast rather than prove.
WE-WE — Unfa­vor­able state­ments about the com­pe­ti­tion.
WE-WE — Com­par­ing your­self to the com­pe­ti­tion.
WE-WE — Self serv­ing ques­tions. “What do you know about us?”
WE-WE — Qual­i­fy­ing ques­tions about who decides, bud­get, or pay­ment.
WE-WE — Non-spe­cif­ic tes­ti­mo­ni­als that praise you, but give no rea­son why.
WE-WE — Excus­es about why you don’t have Twit­ter activ­i­ty or a YouTube chan­nel (they searched for it before you arrived).
WE-WE — No social media rec­om­men­da­tions from cus­tomers.

THEM — Ques­tions about THEM that reveal their his­to­ry, their sit­u­a­tion, and their motives — their past expe­ri­ence, their wis­dom, their opin­ion. True engage­ment.
THEM — Tes­ti­mo­ni­als that over­come spe­cif­ic objec­tions — price and qual­i­ty.
THEM — Any third par­ty media that sup­ports you or your prod­uct — arti­cles or inter­views.
THEM — Great (cur­rent) social media pres­ence (your rep­u­ta­tion that helps put the buy­er at ease rather than on guard), includ­ing direct inter­ac­tion with cus­tomers.
THEM — Ideas you cre­at­ed that they can use. Proof you did your “home­work.”

KEY POINT OF UNDERSTANDING: Fea­tures are about you and ben­e­fits are in the mid­dle. They can be stat­ed either way. But val­ue is about them. And val­ue, cus­tomer per­ceived val­ue, needs to be the focus of a “them-based” pre­sen­ta­tion.

WARNING: Don’t be defen­sive. I can hear you telling me that you give a cus­tomized pre­sen­ta­tion. I can hear you telling me that you’re dif­fer­ent than all the oth­er peo­ple on the plan­et. And I can hear you telling me that cus­tomers love your pre­sen­ta­tion, and all about the fact you can close three out of four peo­ple once you get in front of them.

I hope you can hear me say, “That’s a bunch of crap!”

Here’s how to mea­sure your cus­tomiza­tion real­i­ty:
1. Amount of time spent on pre-call research. How well do you know the per­son and the com­pa­ny you are vis­it­ing?
2. The two great ideas you are walk­ing in the door with will ben­e­fit them whether they buy or not.
3. The vari­a­tions that you made in your pre­sen­ta­tion that adapt to their com­pa­ny, their present sit­u­a­tion, their needs, their pro­duc­tiv­i­ty, and their suc­cess.
3.5 Your knowl­edge of the customer’s buy­ing motives are as good or greater than your sell­ing skills.

Them-based are the most dif­fi­cult sales pre­sen­ta­tions of all. Mar­ket­ing depart­ments have no con­cept of them, and most sales­peo­ple aren’t will­ing to do the work to pre­pare them.

That’s great news for the 5% of sales­peo­ple who are will­ing. They’re easy to iden­ti­fy. They’re always the high­est per­form­ers and the high­est earn­ers.

© 2017 All Rights Reserved. Don’t even think about repro­duc­ing this doc­u­ment with­out writ­ten per­mis­sion from Git­Go, LLC, Jef­frey H. Git­o­mer and Buy Git­o­mer. 704/333‑1112

Jeffrey Gitomer

Jeffrey Gitomer

King of Sales | Inter­na­tion­al Sales Train­er and Keynote Speak­er | Best-Sell­ing Author at Buy Git­o­mer
Jef­frey Git­o­mer is the author of twelve best-sell­ing books includ­ing The Sales Bible and The Lit­tle Red Book of Sell­ing. His new book, 21.5 Unbreak­able Laws of Sell­ing, is now avail­able. For book tour dates and infor­ma­tion about train­ing and sem­i­nars, vis­it Git​o​mer​.com.
Jeffrey Gitomer


King of Sales, dad, grand­dad, writer, friend. Pre-Order my brand new book called Truth­ful Liv­ing: The First Writ­ings of Napoleon Hill (click below)
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Jeffrey Gitomer