Join Jeff Bloomfield for an in-depth discussion in this video Expressing your "Why", part of Making Great Sales Presentations.
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- Our brains are a marvel that we may never fully understand. Processing information at some 20 quadrillion data points per second, there's not a computer in the world that can compete. Your brain right now is processing the information presented in this video, while simultaneously monitoring all your vital signs, controlling your breathing, your heart, digesting your last meal, identifying and recording any sounds around you, and possibly sorting through random distracting thoughts floating around in your head. It's amazing.
The brain is also doing something very important right now as well. It's assigning value to everything that I'm saying and deciding whether or not this is all adding up to a score that means that you trust what I'm presenting to you. This is based on a number of inputs that it's receiving that are too numerous for us to cover in this course, but when you're in a sales presentation with a prospect, they're doing the exact same thing. They're subconsciously deciding whether or not they trust you and will ultimately buy from you.
The interesting thing about this is it isn't based on the facts, features, and benefits you're sharing. It has to do with how they feel about what you're saying. See, their brains are trying to connect with you and if they do, the likelihood of them making a buying decision in your favor skyrockets, assuming your product or solution is also credible. So, how do we make a connection? Well, based on advances in neuroscience and a lot of practical experience, we can say with confidence that one of the best ways to do this is to share why you do what you do.
This sounds simple, but it's something that takes practice to really master. I'm gonna give you a couple of quick pointers on how to make this have an impact on your audience. First of all, this is something that's two minutes, tops. This isn't going to be a life story that will put them to sleep or make them uncomfortable long before it has any impact on connection. Second, this why story has to be based on values or universal beliefs that are common to most people. What do I mean? Remember that our goal is to make connections with people so there has to be common themes that people can relate to.
Think of two or three values or beliefs that you try to live out and that drive you each and every day. Maybe it's hard work or maybe it's honesty. Maybe family comes first. These are things that are pretty common to all humans. The next thing is key is to weave this into a story from your life, preferably with someone that we refer to as the sage playing an active role. I'll give you an example what I mean, which should help you understand what we are trying to accomplish. So, I grew up on a hundred acre farm in North Central Ohio that my papaw, my grandfather, bought with his life savings.
My papaw played an active role in my life and taught me many things, both about farm and life in general. One of the things that he taught me was the platinum rule. You probably know the golden rule, but his take was that you should treat people better than they expect to be treated. He also taught me the value of hard work and perseverance on that farm, everything from chopping wood, to digging and filling trenches. One of my favorite things he taught me was that problem solvers rule the world. See, he believed with enough creativity and, in our case, a little bit of duct tape from time to time, that you could solve any problem.
Unfortunately, my papaw's life was cut short by lung cancer. His dream for me was to be the first person in our family to get a degree and so I was able to fulfill that legacy and now try to help people like you solve problems to help their business grow using a little bit of hard work and a little of the platinum rule and maybe even some duct tape if necessary. At the end of each day, that's really why I do what I do. Now, as you can see, this story is brief, but it gives you real insight into who I am and what I stand for an believe in. The concepts of hard work and the platinum rule and problem solving are things that people in general can relate to.
Believe it or not, this actually causes a chemical reaction in your audience's brain that leads to greater trust and connection. As you can see, this goes far beyond the typical rapport building that we hear about in sales trainings. This is a genuine connection built on personal trust and common human beliefs. You see, from here, I can then have a more authentic conversation with my buyer from a refreshingly genuine place.
- Being authentic and enthusiastic
- Making eye contact
- Keeping your voice at a good tone
- Dressing the part
- Staying organized and on point