1

What are your desired outcomes?

Influence and inspire?
Engage and energize?
Move to action?
How can we avoid this?
Get their commitment to
take positive action
Reality check
A better reality check
Time to party !
How does a typical Buyer feel?
They are doing this
They are stuck in the
sand of indecision
Guide them through an
established process
Ask questions about
their constraints

15
Show them what is possible
 Help them anticipate
SalesChannel
Europe

2009 SalesChannel Europe. All rights reserved 17

Navigate the bends
Lead them into the unknown
Show them how to get there
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the
Problem
Sounds really interesting!
Really stupid!
Tell them more...
 and when we do?
The result
Yes, No Sale
People buy not because of Product or Price.
They buy because they feel understood.
 the
Solution
Get them destination dreaming SalesChannel
Europe

2009 SalesChannel Europe. All rights reserved

I want to be there
This could be your people
The dilemma ?
Focus on what delegates want
 SalesChannel
. . . and what the Management Team wants Europe

2009 SalesChannel Europe. All rights reserved 36

AND thinking
 Delegates want recognition and fun

Management wants measurable results

Align with their desired outcomes
Present with passion
1 2 3
things to
remember
1. The power of story telling
2. How to create sticky stories
3. Present to win
1

The power of story telling

Proposal-centric presenting
Capture their interest
By telling stories
Become a Story Teller
 SalesChannel
Europe

Stories make us see things differently

2009 SalesChannel Europe. All rights reserved

Stories create alignment
Stories appeal to our emotions
Take them on an emotional
Roller Coaster ride
 Capture their hearts

53
then capture their minds

54
Give them lots of great ideas
 then help them select the best one
2

How to create sticky stories

Creating Ideas that Stick CREDIBLE

CREDIBLE
IN CREDIBLE
Success: ideas that stick
Creating Ideas that Stick

Persuasive (sticky) ideas:

Sticky = understandable, memorable, and effective in changing
thought or behaviour

Six Principles*:
S - Simple
U - Unexpected
C - Concrete
C - Credible
E - Emotions
S - Stories
*based on ideas from the book Made to Stick Why some ideas survive
and others die. By Chip Heath & Dan Heath, Random House, 2007
You collect them
Collecting Stories
Green or black stories?
 Black stories SalesChannel
createEurope

a sense of..

2009 SalesChannel Europe. All rights reserved

 .urgency
SalesChannel
Europe

2009 SalesChannel Europe. All rights reserved 67

 SalesChannel
Europe

Motivate us to take action

2009 SalesChannel Europe. All rights reserved

Creating Ideas that Stick

Get People to Act :

Remember how SUCCES helps people to:

Understandable Simple
Pay attention Unexpected
Understand and remember it Concrete
Believe and agree Credible
Care Emotional
Be able to act on it Stories

*based on ideas from the book Made to Stick Why some ideas survive
and others die. By Chip Heath & Dan Heath, Random House, 2007
69
3

Present to win
Eighty percent of success is
showing up.
Woody Allen
 SalesChannel
Europe
Change their position

2009 SalesChannel Europe. All rights reserved

ABC (Me) Inc. Corporate Overview
SalesChannel
Europe

Established in 1945
13,051 employees world wide
Offices in 42 countries
Revenues $15.6B
First vendor to launch RISC technology in 1978
Ranked #1 by IDG Market Study 2006
Won the AGP Gold Quality Award in 2007
We are the best. Smart people know this. You should to!

2009 SalesChannel Europe. All rights reserved 1

Audience Buy-in
Measurable Results
Focused Attention

Audience Buy-in

Audience Attention
Audience Engagement

Us Them

NOW

Our Their
Past Future

75
The Buyers Decision Process

1. Person
2. Company
3. Product
4. Price (Value)
5. Why Now?

SalesChannel Europe 2009 All rights reserved 76

Create a fresh perspective

77
Get them excited by their own better future
Get them to lift their gaze
Help them make
a decision
Give them an engagement
procedure to follow
A big reality check
Time to party again !
1. The power of story telling
2. How to create sticky stories
3. Present to win
Presentation Flight Path Checklist
Present with Passion Take Aways
1. Practice a passion for understanding
People buy not because of Product or Price. They buy because they feel understood
Align with their desired outcomes
Start strong. You dont get a 2nd change to make a 1st impression.
Involve them immediately by asking questions: open -> closed
2. The power of storytelling:
We make emotional decisions that they justify with logic and rational reasoning
Move their hearts and their minds will follow
Use stories, anecdotes and humor to influence, persuade and move to action
3. How to create sticky stories
Collect them, build a library of sticky stories
Green stories and especially Black stories
SUCCES: Simple, Unexpected, Concrete, Credible, Emotional and Stories
4. Present to win:
You cant do this without being there
Demonstrate that you are passionate about their better future
Finish strong: summarize key ideas and actions, then agree next steps
Present with Passion Sales Strategy

1. You sell your creativity and capability to deliver the

dream event

2. They buy your expertise and professional track record to

ensure they get the the dream event

3. You deliver the dream event that is truly memorable,

totally remarkable and exceeds everyones expectations
Enjoy yourself and have fun
If you do, they will too!
 David R Ednie
President & CEO
SalesChannel Europe SARL
Ph: +33 676 600 925
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
Blog: http://saleschannel.blogspot.com
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Photos: flickr creative commons license:

http://www.flickr.com/photos/worldeconomicforum/391137838 http://www.flickr.com/photos/jyesmith
http://www.flickr.com/photos/amanky/2268620848 http://www.flickr.com/photos/an_untrained_eye/2998277224
http://www.flickr.com/photos/jacobian/2343644915 http://www.flickr.com/photos/abekleinfeld/3246172487
http://www.flickr.com/photos/monkeyc/121594837 http://www.flickr.com/photos/dklimke/2797105297
http://www.flickr.com/photos/isadocafe/2058393364 http://www.flickr.com/photos/alui0000/3853912121
http://www.flickr.com/photos/jeffwerner/93393052 http://www.flickr.com/photos/19779889@N00/2744685637
http://www.flickr.com/photos/eliogarcia/3150106317 http://www.flickr.com/photos/stephenliveshere/324780545
http://www.flickr.com/photos/duncan/1438508437 http://www.flickr.com/photos/sillykitty/329914515
http://www.flickr.com/photos/articnomad/183719678 http://www.flickr.com/photos/good_day/38181398
http://www.flickr.com/photos/morberg/3842815564 http://www.flickr.com/photos/r_catalano/293471682
http://www.flickr.com/photos/matthewtownsend/3035637964 http://www.flickr.com/photos/duncan/3596382202
http://www.flickr.com/photos/mtsofan/3618271222 http://www.flickr.com/photos/splorp/160325130
http://www.flickr.com/photos/dgans/3547955278 http://www.flickr.com/photos/sundazed/2976653570
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http://www.flickr.com/photos/mtsofan/3409668303 http://www.flickr.com/photos/nateone/3768979925
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