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Selling with Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud by Lisa Earle McLeod

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Chapter 19

Using Noble Sales Purpose to Demonstrate Value in Proposals and Presentations

Presentations don’t win, conversations win.

—Scott Jensen Sales Executive, Deloitte

Your Noble Sales Purpose (NSP) acts as the anchor for presentations and proposals. (Most presentations are anchored by the company’s products and services.) Your NSP keeps you from giving a boring, generic description of your products and solutions.

The model we teach people, which can be used everywhere from a 2-minute hallway conversation to a 30-slide PowerPoint deck for a buying committee, has three parts. Start with the critical customer information, link to the NSP, and then describe the details of your solution.

Here’s how the process works:

In an earlier chapter you read about the five categories of critical customer information: environment, goals, challenges, what success looks like, and what lack of success looks like for this customer.

An NSP presentation begins with a summary of these five critical areas because they establish the context for your solution. In a hallway conversation you might touch on one or two key areas. In a more formal presentation, you’ll want to summarize all five categories on a few slides.

After a succinct recap of the client’s environment, goals, and challenges, followed by a brief description of what success and lack of success look like for the client, pause for agreement.

Once you have agreement about where the customer is today, the second part of the presentation is ...

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