The Idea: “My team gets lost in the deck and can’t tell our story,” a beloved Vice President of Sales said to me recently. “Our pitch puts others to sleep.”
Simply put, his team was used to giving presentations, rather than creating experiences.
Sadly, most companies are failing in this area and don’t even know it. It’s hard, realizing that most of our customer interactions are on autopilot.
“We bury the customer in needless slides,” this leader said. “We bore them.” He laughed, and confessed, “I too am guilty.” He asked how a presentation could be both impactful AND truthful, and I shared with him the following, the Four Pillars of an Impactful Presentations.
PILLAR 1: Share a Dangerous Blind Spot That Could Disrupt Them!
Don’t begin sales meetings with boring facts, instead inform them of a sneaky, competitive threat or emerging risk that could disrupt their business. Uncover a true blind spot.
I recently shared this opening with a client I coach:
“We now live in a world where customers don’t share their honest feelings. I guarantee they are not being honest with you. And I can help uncover the truth.”
My client agreed with me, because I have honestly shared very difficult feedback in the past. I have demonstrated that I am not afraid of sharing truth.
PILLAR 2: Show Them What They Will Lose!
Most people are inspired by possibility, but are moved to action by necessity or potential loss. If you care for a customer, show them what they will lose if they don’t act. Sharing the uncomfortable truth, even if it unsettles them, is a sign of a candid relationship. Here is what I shared with a client:
“Per my research, your largest competitor is loved by your customers – and they want to put you out of business. And if they continue at their pace, they may accomplish their goal.”
Sharing that difficult insight was disruptive, but my client understood I was sharing insights that could right their ship. And they knew I was committed to help them reposition their sales story.
PILLAR 3: The Boardroom Agenda of the Customer!
Most companies waste the customers’ time, sharing information they already know. There is a listening deficit. Anxiety and lack of preparation create an urge to talk too much.
Quit spending all your time building a deck and spend your time diagnosing the high-level boardroom agenda of your customer. Also, uncover your most distinct assets that address the customer’s blind spot or competitive threats.
You will only matter, if you discuss ideas that matter.
What do you possess, that only you possess? And, “What unique hidden assets do you own that truly matter to the customer?” How can you tie this asset to their higher-level boardroom agenda?
PILLAR 4: Experiential Storytelling!
A great story has mystery, emotion, and believability. It pulls you into the experience. So do great customer discussions. They are worth the time and cost of the ticket.
When you discuss a new product, service or idea, have fun with it. As a rule of thumb, if you are having fun, so are they. Make it experiential!
If you are not thoughtful and experiential why should a client be engaged? Research shows that most folks are just being polite, waiting for the show to end.
Sustainable, competitive advantage comes through a culture of humility, self-knowledge and impactful storytelling. Are you and your message one? Are you aware of what your customer stands to lose, and are you sharing that with their best interests in mind?
