Is it a do or die presentation for you? You don’t have another chance, you need to prove your mettle & you need to prove it now. It’s now or never. You go with a big bang presentation, a curtain raiser film and a glossy PPT combined with high pitch story telling. Yet, you fail.
The presentation technique we will be discussing today is all about being ahead of your competition. And how to do it skillfully during presentation.
Some of the best sales presenters, such as Steve Jobs – are known for taking the competition head-on. Steve Jobs on several occasion has completely dismissed his main rival Microsoft, painting a devilish & laughable picture about them. It worked wonders for him, and the rest is history today.
Here are 4 ways you can beat your competitor down during presentation:
1) QUOTE THE EXPERTS:
Look for areas where you are doing better than your competitors – perhaps some analyst has given you a better ranking, media report, quote from an expert or even an award.
Highlight them. Better yet – show the actual screenshot of the ranking or quote. Tell your side of the story on why you are ranking better than your competitor.
Many-a-time, presenters just touch upon these areas as one more talking point and quickly move on. Remember, this is your only talking point that will help you differentiate from your competition. Spend some time here, dig deep. Great presenters do this.
2) DO A PRICE COMPARISON
Research shows that pricing plays critical influence on purchase decisions. Do you have a definite price advantage? Highlight it prominently by doing a one-on-one comparison.
Zoho for instance, took on Salesforce with a fierce campaign. I thought it’s a cool way to highlight your pricing advantage.
3) DO A VALUE COMPARISON
A feature-by-feature comparison is a great way to showcase your competitive advantage. Checkout the below screen-shot of Top10Reviews – it’s best done this way.
4) TELL THEM THE COMPETITORS DON’T CARE
Here is a popular quotes from Steve Jobs on Microsoft. What’s the underlying message – Microsoft don’t care.
A word of caution. Pointing out the weakness of your competition vs. mocking them is a fine balancing act. You have to make your point, yet not be overly offensive. Some of the best presenters have mastered this art. Taking your competition head-on during presentation will give you the edge, and perhaps can be the difference between winning vs. losing a business deal.
All the best!