Prove It! Make Your Sales Arguments More Compelling & Believable

“I believe we can help you” isn’t a good sales line.

My belief that I can help you isn’t persuasive; you would expect me to believe that whatever I’m selling works (I hope). If the most common sales mistake is not articulating the reasons to buy, next is assuming that because you have identified ways to drive value for your client, so have they.

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Begin with the End

Lewis Carole had it wrong: “begin at the beginning” said the King to Alice.

Writing 3000 sales presentations and critiquing the same number has taught me a lot, but if there is one thing that I know for certain it’s that most people start off wrong.

Don’t write the first slide of your presentation first.

Regardless of what the presentation is about, it’s best to start with the end.  In a sales pitch, that needs some careful thinking. Most sales people think the desired outcome is simple, (TO WIN!) – but in my experience that’s usually unrealistic. While it might be a good outcome from the whole sales process, it may not be a SMART goal from the presentation  (SMART being Specific, Measurable, Action orientated, Realistic and Timed.)

Some of the questions it prompts me to ask are:

• Who is the decision maker?
• Are they in the room?
• Can they make a decision in the meeting?
• Do they need to see anything else before they can make their decision?

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Research Shows…and Other Attempts at Credibility

Have you ever attended a course or read literature that uses the phrase “research shows?” I’m getting skeptical in my old age. “Research shows that…” is used more often than the referral to a higher authority, and usually is an indication of fiction.

“I believe that the most popular colour of lingerie is nude.” This may be true, but nothing in this statement says that it is true – belief is entirely dependant on the reader’s assessment of my integrity (dangerous at best).

“Research shows that the most popular colour of lingerie is nude.” This reads like it isn’t my opinion and because the word research is mentioned, it must be true. However, there is still no validation of the truth.
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NLP: Nothing Like Properscience!

About every other course somebody asks me about how Visual Cognitive Dissonance (VCD) sits with Neuro Linguistic Programming (NLP). My tongue-in-cheek response is that VCD is based on science and, as far as I am aware, is consistent with all the major religions, and so almost certainly consistent with the minor ones such as NLP.

Why do I compare NLP to a religion? Looking at the research, it’s at best inconclusive and at worst labeled as pseudoscience. Linguistics isn’t my main calling, but I’m pretty convinced that the fundamental tenants of NLP may be suspect. In fact I love the following quote from the founders of NLP:

We have no idea about the “real” nature of things, and we’re not particularly interested in what’s “true”. The function of modelling is to arrive at descriptions which are useful

Bandler, R. and Grinder, J. (1979), Frogs into Princes: Neuro-linguistic Programming, Moab, Utah: Real People Press
I also love the publisher! Moab, Utah…makes me think of the brilliant musical for the non-pious, “The Book of Mormon” – also beautifully relevant for this observation.
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Happy Birthday to Me!

I am 43 years old today and for the first time in about 10 years I am away from home and working on my birthday. The kids all phoned me this morning with birthday wishes, but the best present came in the form of a conversation with a delegate on the course I am facilitating in London.

Let me give you some context. 18 months ago, I was asked to speak at a conference about a consistent Value Proposition. I was give a one-hour time slot and was told that the delegates would have been working on a case study and have their draft VP’s ready. My talk was supposed to set up a presentation exercise afterwards. I had agreed with the organiser that when I arrived they would give me the list of VP’s and I would use this as the basis of my presentation. When I arrived, they hadn’t got that far in the exercise and so with 5 minutes to go I had to change the presentation.
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