LOUIS NICHOLE MUSIC

Obviously, the Champion closes a far higher percentage of the people he presents to than the non-Champion is able to close.
Not more than a fourth of this difference is accounted for by the Champion’s greater skill and confidence in presenting or demonstrating. By far the greatest part of the difference between the Champion and the average salesperson lies in the Champion’s attention to and ability at planning sales, at selecting and qualifying the right people to sell to, at overcoming objections and closing, and at deserving and obtaining referrals.
Techniques for becoming more effective in these areas are discussed in other chapters. All are vital—you must be competent in all major areas of selling before you can realize your full potential and become a Champion. So, as we discuss the techniques of presenting and demonstrating, keep in mind that, important as this part of selling is (and it’s very important), if you do it with the wrong people because you didn’t qualify properly, it’s all for nothing. If you’re working with the right people, but you let their objections beat you because you haven’t prepared properly, it’s all for nothing. And if you have no capability in closing, you’re working for nothing. If you can’t close, many sales you could and should make will go to the next competitor who comes along because you built the structure for the sale but couldn’t close the door before he got there. You have to be a strong presenter or demonstrator to sell strongly. You also have to qualify strongly, handle objections strongly, and close strongly.
Before discussing how a Champion presents or demonstrates, let’s draw an analogy to illustrate the basic concept. If you want to make a half-hour speech, you really should write a ten-minute speech. Here’s why. If you’re going to get your points across to your audience, you have to follow these steps:
1. Tell them what you’re going to tell them. This is your introduction.
2. Tell them what you’re there to tell them. This is your presentation.
3. Tell them what you just told them. This is your summary.
That’s the outline of all successful speeches, presentations, and demonstrations. In other words, we use repetition. We don’t say exactly the same thing three times, of course. In the first ten minutes, we’re introducing our new ideas. In the second ten minutes, we’re covering our points in depth and relating them to our listeners’ interests and needs. In the last ten minutes, we’re drawing conclusions from our points and indicating the direction that things should take.