Make It All About Them

ISBN-13: 9781118428375 / Angielski / Twarda / 2012 / 240 str.

Nadine Keller

Opis

Debunks the myths of the traditional rules of presentations 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.

Spis treści

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

O autorze

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.

Blurb

Praise for Make It All About Them

"Today′s economic pressures, political uncertainty, rapid change, information overload, and limited attention spans continue to intensify the competitive environment. This demands a new and improved way to connect with our clients and emphasize how we are different. Make It All About Them is about creating an experience that fosters lasting connections that will attract and retain clients in a meaningful way. This book is a wonderful practical guide that will change the way you think about the sales presentation."
George A. Castineiras, Senior Vice President, Prudential Retirement

"This book is long overdue. It makes you step back and look at the typical sales presentation and ask, ′Why have we always done it this way?′ An incredibly practical book, it′s overflowing with tools and tips that will help to set you apart from your competition and win more deals."
Howard T. Owens, President, National Geographic Channels

"Presentations to global customers with high expectations and complex needs cannot rely on generic PowerPoint presentations filled with facts and figures. Effective presentations are about creating an experience that fosters a personal and emotional connection. Make It All About Them is a welcome, practical guide that impacts the sales process for the better."
Maura J. Carey, Senior Vice President, Strategic Initiatives, Brookfield Global Relocation Services Inc.

"I have been making sales presentations to global corporations for over twenty–five years, and Nadine′s work is the new road map for success. Her firm had a significant impact when they provided outside training based on these concepts to our senior calling officers. Applying the practical messages discussed in this book will help you and your team avoid the ′we′ve always done it this way,′ informal, word–of–mouth approach to training your sales force and will ultimately help you stand apart."
Stephen Skillman, Managing Director, RBS Global Banking & Markets

"Make It All About Them: the title says it all. Actually delivering on this simple concept, however, is too often missed. Nadine not only delivers, she nails it! She outlines techniques that truly allow you to connect to your clients and prospects. These techniques make sense, are repeatable, and ultimately deliver results."
John Morabito, Senior Vice President, Head of Institutional Retirement Solutions Distribution, Lincoln Financial Group