The Ultimate Sales Machine - Chet Holmes [87]
Rules for Effective Presenting
Rule 1. K.I.S.S. (Keep It Simple, Stupid)
Your presentation needs to be easy to follow and understand. Don’t clutter the page with text or too many graphics. You should have no more than one big heading and only three to four bullet points per panel.
Rule 2. K.I.F.P. (Keep It Fast Paced)
Prospects will get bored if you spend too much time on one page. You should be covering two to three panels a minute. Don’t just show one and stand there and talk for 10 minutes. Keep the presentation moving. There should be a new point coming up visually every 15 seconds or so. Or, if it is a panel with three bullets, have only one bullet come up at a time. If all three come up, your audience will read on ahead and you will lose control. Done properly, visual aids give you more control over the communication experience at every level. In Web seminars, it’s critical to have constant images flashing across the screen. You’re not in the room with them, so they can start checking email and multitasking unless you’re showing so much new data or so many images every few seconds that they have no time to multitask. One of the bonuses that you receive from purchasing this book is a $61 discount to a superbly crafted Web seminar that follows all these rules. See www.chetholmes.com/book for details.
Rule 3. Use “Wow” Facts and Statistics
You literally want your client to say, “Wow! I didn’t know that.” As you learned in Chapter Four (“Becoming a Brilliant Strategist”), factual information at the beginning of any presentation creates a sense of credibility that carries over even for the “sales” part of your presentation. But facts that are particularly jarring or revealing have a power beyond just establishing credibility. They keep people interested and give them something right off the bat to remember. Later that night at dinner, your prospects might tell their husband or wife. The next day, they’ll tell a colleague and it will spread from there. Choosing Wow facts can also set up the buying criteria for your product or ser vice and turn every one who hears your presentation into a minisalesperson for you.
Here are two examples:
This is a Wow fact panel.
This information was used by a client who sells supplements that improve your body’s ability to fight toxins in the environment. His entire core story was filled with remarkable data that made people say, “Wow!”
According to research that was done for this client, in 1929 the average male’s sperm count was 100 million per milliliter. By 1980 it was down to 20 million. Today it’s only 5 million. While 5 million still sounds like a lot of sperm (it only takes one to get a woman pregnant), this information viewed in context of our past is pretty darn scary. The loss of sperm and infertility are worldwide problems, but they are much worse in the United States than anywhere else. This is market data and it’s way more motivational than product data. Especially if you are selling nutritional supplements as this company is doing (www.primezyme.com). Again, to get “wows” you need to look at information over time. If I told you that we have 5 million sperm per milliliter, that’s not big news. But when you see that it was 100 million, 70-some years ago, that’s really powerful.
The first thing to do with any presentation is provide an overview of your industry over time. I had a client who sold to car dealerships. So the first thing we did was look at how many car dealerships there are