Ratcheting Up the Tension as You Build Your Case
In This Chapter
Exploring the parts of a persuasive case
Creating urgency by building up tension
Engaging emotions and driving attention
Selecting topics with a customer perspective
Structuring the body around your value proposition
You have your prospect’s attention with your opening. Now what? Eighty to 90 percent of your presentation is contained in the body. If your presentation’s body doesn’t deliver on the promise of your opening, your prospect may not be awake for the closing. The body is the meat and potatoes of your presentation, but meat and potatoes can be pretty bland without a little spice or gravy. Many sales presentations fall apart in this crucial middle section, devolving into one long monologue or product brochure. During your body, eyes can start to wander toward phones, exits, and fire escapes — anything to break up the monotony. The midsection of most presentations derail because they lose sight of the ...