April '17

For the Business of Apparel Decorating

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12 || P R I N T W E A R A P R I L 2 0 1 7 Jeffrey Gitomer is the author of The Sales Bible, Custom- er Satisfaction Is Worthless Customer Loyalty Is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Get - ting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM!. His website,, will lead you to more information about training and seminars, or email him personally at SELLING SMART B Y J E F F R E Y G I T O M E R R ecently, I was at a corporate conference to give my 90-min- ute, customized, personalized talk. I spent hours preparing it, as I do all my talks. In fact, I've spent the last 20 years improving my speaking, presentation, and performance skills. Before my talk, the two corporate leaders of a multi-billion-dollar company addressed the gathered 200 in the audience. The attendees were eager to hear their words and looking for (hoping for) inspira- tion and direction. Unfortunately, they didn't get either. The leaders, although smart and capable, were horrible presenters. I guess they didn't consider the skill important enough to master. Not good. They had a responsibility to be great. Their people were counting on it. In your experience, how are your company leader's presentation skills? How good of a presenter are you? Do your people, your audi- ence, and your customer want to listen to you? Or do they have to listen to you? When you're giving a talk or making a presentation, how compelling is your message? Are you afraid to give a talk? The truth of the matter is you're just unprepared. Or not prepared enough to own the talk. If you're un- able to own a talk among your employees or coworkers, how can you expect to own the prospect, the customer, or the larger audience? When you give a talk or make a presentation, make certain you understand: • What your engagement points are • How you want the audience to walk away feeling • What you want the audience to do tomorrow The secret is to think of it as a performance, not a presentation. If you're giving a speech (and you should be to be perceived as a leader) or making a presentation, there are some strategies and ele- ments you must employ in order to ensure maximum attraction, engagement, connection, and maybe even a sale. 1. Use genuine humor. Start with a comment or story that leads to both laughter and learning. 2. Ask poignant questions. Ask people what they're hoping for. Make the people you're addressing think, especially about them- selves. 3. Ask intelligent questions. Talk about their experiences and yours. Show wisdom. Ask about subject mat- ter knowledge. 4. Tell a story that relates to you and them. Real-life experiences are both relatable and create an incentive to take action. Know that facts and figures are forgotten; stories are retold. 5. Customization based on their real world. The people you present to only care about themselves and their issues. Focus on that. 6. Incorporate their philosophy, mission, brand, and theme. The more you do, the more respect you will gain. 7. Give five to 10 major points they can walk away with and use immedi- Do Your People Want To Listen To You? continued on page 95

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