Getting that long-awaited appointment can be exciting. It is
probably going to be your one chance to impress! Once you have
verified where the meeting is going to take place and its exact
time, it is imperative to consider your presentation skills.
Many years ago I learned from Genevieve Gillen (a national
speech teacher) to do the following: Tell them what you are going
to tell them, tell them — and then summarize what you told
them.
Within only a few short days, people will remember less than 10
percent of what you told them. They usually focus on a few issues
that are important to them and forget the rest.
What clients often do remember is how the material was
presented. They remember people who seemed to care about their
business, appeared knowledgeable and wanted their business. They
remember people who were nice, had a great smile and seemed to want
to meet their customers' needs.
With these general issues in mind, the following 10 key
presentation skills can help you make the few minutes you have with
your customer more valuable.
Make an outline of what you are going to talk about. Do
not write the outline with long narrative sentences; you do not
want to sound like you are reading the material. Rather, you can
simply use the outline to guide the conversation.
Timing is important. Look at the entire outline and think
about the amount of time you are going to spend addressing any one
issue. If you have only 10 minutes for a presentation, you might
never be able to discuss everything about your home care company or
the products you offer. With the outline in hand and a
consideration of the meeting's timing, you should decide what you
will talk about this time and what you will leave for another
appointment.
Speak with enthusiasm. No one buys from a salesperson who
is not excited about his or her products. Show your customers that
you are enthusiastic about a certain product or program and the
difference it can make in their patients' lives. Your prospective
customer will be able to sense this excitement in your voice, your
smile and in the energy you exude in your presentation.
Use note cards when you present. If you are going to be
talking about several different products or programs, place the key
point for each topic on a different note card.
Once you have done this, number the note cards in the order in
which you are going to talk about these topics. Numbering the cards
will also allow you to put the program back in order just in case
you decide to drop portions of your presentation for any reason (or
if you drop the cards).
Think about how fast you talk. When speaking before an
audience, we usually talk much faster than we do when speaking
directly to a friend. Slow down. While your speech may sound slow
to you, it will give your audience a chance to digest the material
you are presenting and, hopefully, to remember the key points.
Dress conservatively. Do not allow your clothing to be a
distraction from your message. Avoid large suit pins or a blouse or
tie so bright that it becomes the center of attention. You want the
focus to remain on your company and your services. After all, that
is the reason you have worked so hard to prepare for this
meeting.
Continue to watch for questions or misunderstanding. Keep
focused on your audience. If you notice they seem confused or would
like to ask a question, stop and handle the question first. After
presenting what you believe could be a complicated issue or
description, stop for a moment and solicit questions. Often people
will not ask a question unless you give them permission.
Practice some animation. Try using your hands to make a
point. When using gestures, place your hands above your waste. You
don't want to be seen as just a talking head. The audience is more
apt to be interested in your message when you use some simple
gestures or body movements.
Never tell the whole story during your presentation.
Always leave more topics for another appointment. If you tell them
all about your respiratory program at the first meeting, you may
have little reason to go back again. You want to keep customers
interested in you and your company.
Define the words that may not be familiar to those
outside the HME industry. Too often when speaking with
professionals, people are reluctant to raise their hand to tell you
there is a word or issue they do not understand.
Mark on your note cards all the terms you have used that may
need further explanations. You want people to understand what you
are talking about, and you may need to be the one who decides which
medical or clinical terms need more clarification.
Remember that your relationship with referral sources is all
about meeting their needs and the needs of their customers.
Consider this as you develop your talk.
Your audience is looking for systems, procedures, operations,
programs, products and an organization that is committed to meeting
both their needs and those of their patients.
Before you go on your next sales call, review these 10 points,
and be sure to take some time to practice the presentation that you
have prepared. There is so much at stake! This could be your last
chance to make your first and only impression, and professional
referral sources want to work with professional salespeople.
You will be compared to your competition — but
giving a professional and enthusiastic sales presentation could be
the performance that gets you the business.
Louis Feuer is president of Dynamic Seminars & Consulting
Inc., Pembroke Pines, Fla., and the founder and director of the DSC
Teleconference Series, a teleconference training program. He can be
reached at www.DynamicSeminars.com or by phone at
954/435-8182.
