Monthly Archives: August 2017

Yes, ADAP Works!

Thank you for your success stories and questions. For years, we’ve been teaching presenters how to use the ADAP formula – Audience Driven, Authentic Presentations, to produce winning presentations. Usually the focus is on the first part – how to be audience-driven. This month, people asked about Authenticity and I thought we’d discuss it.

Audience-Driven means that a presentation has to understand the audience’s full-set of needs/wants and deliver the information in a way which:

  • Acknowledges the limitations in the presentation setting (e.g., how much time will the prospect give full-attention) and conform to that reality
  • Resonates with the audience’s value system and uses power words to create enthusiasm
  • Recognizes personal and external resistances that the prospect (and her/his colleagues) may have to adopt a new framework and provide the hard data and social support to overcome them, develop trust, and facilitate acceptance
  • Advocates action which is easy to understand and doable by the prospect.

This week a major presentation was made by a client to a C-level executive at a top financial firm. The original presentation had the facts, but there was no “energy” in the presentation to motivate the prospect to take the risk or see the presenter as a “trusted advisor” with the necessary expertise to execute.  In the new presentation, the presenter adopted a framework that made it clear that their solution could align all external and internal forces to give prospect the “firepower” necessary to succeed with the complex project. Deal sealed.

We’re not always witness to an inauthentic presentation, but the nation saw an example, that’s not often so public. When the President first addressed the issues involved with what happened at the Charlottesville rally, you could tell he was speaking from his heart. When criticized for not blaming the groups advocating bigotry, he gave a speech the following day designed to address the criticism. People who watched/listened to it noted its lack of enthusiasm with a low-level cadence that accompanies reading copy written by someone else. That apparent lack of authenticity was confirmed when he volunteered to speak on the issue the next day, reinforcing the initial position and reversing the prior day’s comments. The lesson for all of us: make sure the message you deliver is one that’s authentic to you – so you present it persuasively.

Keep sharing your ADAP-related experiences. If you want to master it, attend one of our workshops (see presentationexcellence.com) or request one-on-one coaching/consulting.

What’s Your Mentoring Commitment?

Summer is prime time for student internships. During my career, our teams has helped design and administer Corporate mentoring programs  (with middle-management staff as the mentors) and extended the model in our own firms to provide mentoring internships to 600+ students. This summer, we hosted over half-a dozen students from the US, China and France. Our goal is to give them hands-on-experience with which to explore career options, learn about their own strengths, preferences and weaknesses, and understand corporate strategy and culture. (To help your company adopt self-sustainable, low-cost, high ROI programs, see www.MentoringInternships.com)

Patty Alper studied corporate mentoring programs – with a focus on those in which large corporations have made investments, and published a book which will also help you. Teach to Work: How a Mentor, a Mentee and a Project Can Close the Skills Gap in America makes an important point: Corporations that want to appeal to the upcoming workforce and future leaders must understand that their image is more than strictly a profit center. She concludes that if a company has a soul, mentoring programs make it clear that the corporation cares. It publicly states “we want to help our community.”

She notes the following benefits from corporate mentoring programs (which also apply to our mentor internship model). They:

  • Build a pipeline of employees and applicants; participants of mentoring programs become good-will ambassadors for your company.
  • Forge a more collaborative and compassionate corporate culture – everyone has an opportunity to participate and share in the process.
  • Create better corporate leaders; mentors become more effective at planning, time management, supervision, communication, teamwork, etc. as they encourage mentees to participate.
  • Build more self-confidence by mentors and mentees
  • Teach character to mentors and mentees
  • Create better collaborators
  • Teach perseverance (aka “grit”)
  • Retain employees and provide an opportunity for retirees to stay engaged.
  • Build community good-will.

There are many different mentoring program models, depending on your budget, staff commitment and goals (corporate staff, internship education, and recruitment focused).  Read the book and learn about some that are used by larger companies; visit MentoringInternships.com to learn how to develop one that is highly effective and self-sustaining. Then, share with us your mentoring commitment; we want to share your experiences. esquire realty

Value Does Beat Lower Price!

 

The most frequent objection sales people hear from prospects is “the price is too high”, Every sales leader trains staff to focus on the value of the offering, instead of the cost. Still, sales people report that price is an objection that’s hard to overcome. Twice this month, I helped clients facing this issue through a presentation we developed for a client 15 years ago, that proved Value Can Beat Price!

Our client was in the packaging business, using corrugated cardboard to create displays for products (e.g., drinks, books and other products). Knowing our expertise is helping clients win big deals, we were asked to help their sales people develop more effective presentations and train the sales people to deliver them more effectively. Several months into our relationship, we received a call with bad news: one of their major clients (A) had merged with another company (B) and the general printing vendor for B had offered to provide all cardboard display packaging for free, in exchange for the contract to provide other printing services. As a result, our client’s business from A – which had been 50% of their business – dropped to zero.

About six months later, we get another call. Company B is issuing an Request for Proposal (RFP) for the package design work. Did it make sense to even compete?  After discussing the matter and looking at the quality of the incumbent’s work and my client’s capabilities, we decided to prove to the client that leading brands use powerful graphically designed packages to promote sales and to close sales they needed a vendor who could provide such quality. The presentation goal: demonstrate  that renown leading brands were succeeding, in part, because they used the company’s high quality graphic packaging.

With that, our work was cut out for us: we needed to show the judging team that well designed displays were powerful sales tools worth paying extra money.  We decided that the “medium is the message” – our presentation had to be a design masterpiece and not just a traditional powerpoint packed with words and numbers. We looked for some state-of-the-art animation software to create a presentation that showed the power of a gift box when you remove the ribbon, and presented samples of the company’s graphic packages in “books” organized by industry. We flipped pages within each book quickly, rather than move to different slides, to make it exciting to watch. (Today this is easy to do; years ago, it wasn’t.) Finally, we trained the presenters to speak convincingly as a collaborative team, using “power” words and letting the pictures do the talking.

A week before presenting, the client learned that in addition to the live presentation to the judges, three teams from Company B would be viewing the event from remote sites throughout the country. Recognizing it was more than likely that the software we used couldn’t be seen in remote feeds, we developed a second presentation on PowerPoint that was sent to each team. The presenters introduced themselves, noted that the live presentation was using animation and since it wouldn’t display remotely, they had a PowerPoint version to show what the judges would see. (Note: we’re following our A.D.A.P formula: Audience-driven sensitivity with both the design of the whole project and the viewing needs of judges and viewers; being Authentic by making the focus of the presentation something we believed in very strongly: the Power of Great Design to Sell.)

After the presentation, which was well received, the lead prospect-judge asked everyone for questions. There were none! At which point, she turned to the presenters and said “I guess you said it all!” Within 2 hours of the presentation, our client called to share what happened (timely feedback is mandatory with our clients), and asked what “you said it all” meant. I responded that they hit a home-run in design and delivery, and had a great chance of getting some of the business. Indeed, our client was awarded half of the work!  The buyer was persuaded that when having the best graphic displays was key to their success, paying for them was smart.

Share your stories of how value overcame price disadvantages. megagear

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