Enough Already!
The Sales & Counselor SellingSM Series
“When You’re Done, Stop!”
The Presentation isn’t the Point!
One can be forgiven for thinking so, given the amount of treasure invested in literature, training, field sales forces, broadcasting, telephone sales forces, marketing teams, creating and distributing presentations. But, still, the presentation is simply a means to an end — a pathway to an agreement. Don’t get focused on the path, or making bigger, better paths… Remember, the point is to stop, and make the sale!
We constantly encounter people, (and entire organizations) talking right past the close. They have so much positive intention, so much information, so much bottled-up excitement, such pure pizzazz, that they just can’t help it!
They’ve built up such momentum, such a head of steam that they deliver magnificently right up to the point where the prospect’s eyes light up, as they draw breath, just to say “Yes!” Then, our benighted souls press right on to the next paragraph of what may indeed be an endless loop, missing the point, and often, missing the sale.
You’re right, of course, that a sale won’t happen without a story. And there’s a genuine need for a document to read later. But “mission creep” is turning our simple stories into dissertations, and our simple sales literature into encyclopedias. In our rush to go beyond perfection, we overshoot the original mark with too many bloated stories and too much inflated literature.
Enough already! When you’re done, Stop!
(On reflection, maybe the phrase needs to be altered a bit: “When it’s done, stop!” It’s not about when you’re done, but when the listener is sold.)
Applications
1. Individually
Endless stories and talk may be the ultimate triumph of Intellect over Intuition. But if you want to become close to that gorgeous person over there, stop selling and let them seduce you.
2. At Home
A lot of “communication” at home is not really about communication, but about self-expression. Our lovers, parents, mates, spouses, partners, siblings, and children are all under tremendous pressures created by our over-stressed, over-broadcast culture. They simply need to release. They may not be making an argument, or a point — and certainly, they may not be on top of the logic of the situation. They simply need to vent, to let it out — to de-stimulate. Have you seen two people at the dining table, both going full speed and full volume — talking right past one another? So this may be one of those times to say, “Go for it! I’ll forgo my turn and give you the floor…”
3. At Work
A man with a presentation is always looking for an audience. But some things are not solved, or served, by another PowerPoint, another brochure, or another presentation. Consider burning a few presentations and putting the rest on a page-loss diet! “Stepping away from the lectern” can initiate a period of interaction, discussion, and ultimately a decision. Consider “Emptying the Bag” and starting fresh, with minimal presentations and leaving the tablet in the bag.
Maybe it’s time to return to the reality that your counterpart needs to know What you propose, Why it’s going to satisfy his needs, and How it’ll work for all concerned. You may have the entire Library of Congress on the tablet, but that’s for proving a point in answer to a question — not for the main event. Enough already! We’re convinced!
So, when it’s done, Stop!
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