PRESENTING: IT’S SHOWTIME! /
171
Here’s a quick way to translate the ROI into terms the prospect
can understand, as described by JustSell.com at http://www.justsell
.com/salestools/returnoninvestment.aspx:
1. What’s the direct cost of your product or service, and how much will
it cost to implement?
2. What’s the customer’s benefit in real dollars every month—in terms of
increased revenue—because of your service/product and savings on
expenditures they won’t have to make?
3. Multiply the benefit amount in 2 by twelve months to get the annual
financial benefit, and subtract the cost of the product/service as deter-
mined in 1.
4. Now divide this number by the cost determined in 1, and multiply
by 100. That’s your ROI percentage.
What’s Your Competitive Advantage?
What makes you better than your competition? If you don’t know,
your prospect is not going to care enough to work it out on their
own.
CSO Insights’ ‘‘2008 Inside/Telesales Performance Optimization’’
report confirms that there is room for improvement in the area of
differentiating your offerings from the competition. It is critical for
inside sales teams to not only know about who else is out there, but
to also clearly articulate their competitive advantage and have a com-
petitive strategy in place.
Cubicle
Chronicles
Presenting Reality Check
Data-Dumping Debra:
‘I get so excited about explaining our product
offerings that I may pitch too soon. Then feel like I’ve lost my pros-
pect, who becomes fidgety and distracted. How do I reel them back
in?’
172 /
SMART SELLING ON THE PHONE AND ONLINE
Reality Check:
You are probably telling and not selling, and not
engaging the customer in the process. If you spend more time
engaging your audience by creating opportunities for discussion,
they will listen and participate.
Last-Minute-Cancellations Carla:
‘Help! I’m always scheduling presen-
tations and then, on the day of, I get so many last-minute cancella-
tions. Is it my bad phone breath?’’
Reality Check:
As we predicted in this chapter, you must expect can-
cellations, but you can prevent some of them by doing the fol-
lowing:
1. Set clear expectations with your audience, in an e-mail format,
on what they will walk away with from attending your demo
or presentation.
2. Include an inviting subject line on their invitation.
3. Continue to individually massage each committee member
who will be attending by sending them e-mails with new ideas
as the time gets closer.
4. Remind them you will record the event and make it available
for on-demand viewing.
Can’t-See-the-Slides Sam:
‘This always seems to happen to one of my
participants who joins the demo or presentation—they don’t have
connectivity, so they can’t see the slides. Should I send the slides
beforehand?’
Reality Check:
Don’t let the ‘no slides’ issue get in your way. Instead,
since you have the customer live, take the opportunity to have a
discussion with the prospect on the phone and talk through three
major points from your presentation. Then you can send him or her
the slides or a brief e-mail recap of your discussion.
Blind-Sided Ben:
‘Things were moving along fine, and then I heard
chatter on the other line. Apparently, someone from the prospect’s
side had just joined the presentation and I had no idea who they
were. They started asking all these questions and taking control.’’
Reality Check:
Be very careful of this! Power buyers tend to walk in
late and leave early for meetings, so it could be a power buyer.

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