Winning Sales Presentations by Patrick Henry Hansen

Author:Patrick Henry Hansen
Language: eng
Format: epub
Publisher: Brave Publishing
Published: 2011-12-08T05:00:00+00:00

1. John Grafton, Abraham Lincoln Great Speeches (New York: Dover Publications, 1991) 103.

Compelling Messages: Logic and Content

The Gettysburg Address contains all of the elements of a successful presentation and is a blueprint for sales and non-sales presentations alike. Like all successful presentations, it contains a strong introduction, powerful content and memorable conclusion.

In his farewell address on January 11th, 1989, President Ronald Reagan said, “I won a nickname: ‘The Great Communicator.’ But I never thought it was my style or the words I used that made a difference. It was the content. I wasn’t a great communicator, but I did communicate great things.” Obviously, creating substantive content is an essential part of preparing and delivering a successful presentation.

Take a moment and review the three characteristics of a successful presentation:

1. Ethos (Character and Credibility)

2. Pathos (Emotion and Delivery)

3. Logos (Logic and Content)

The body of a presentation deals with logos, the logic and content of a message. Logos has to do with the substance and rationale of a presentation. It is the overriding message and provides the details and reasons buyers should procure the presented product or service.

The body of a presentation provides supporting evidence and demonstrates the qualities of the proposed good or service. Without providing clear and compelling reasons to acquire products or services, participants are left with little or no incentive to take action.

Because most buyers make purchases based on emotions that are then justified with logic, providing logic is extremely important. Although the introduction and delivery of the presentation provide emotional validation, it is the body of the presentation that provides the rationale to support a buying decision.

When people purchase a home, for example, they initially make a decision based on emotional attachment (pathos). “It looks beautiful.” “It feels like our home.” “I just love the Victorian look.” It’s only after buyers feel an emotional attachment that they begin to justify their decision with reason and logic (logos). “After all, this home will be an excellent investment.” “Property values are going up.” “Interest rates are at an all time low.” “The school district in this area is excellent.”

The Point? By providing buyers with information to support the value of the product or service, presenters fulfill a buyer’s intellectual need to justify an emotional decision. Appeal to the reason of prospects with logical, content-rich messages.

Pain and Problem Resolution: Your Central Sales Message

The most intense emotion buyers experience is pain. Pain is such an intense feeling that people will do almost anything to eliminate it. People take action to avoid, prevent or overcome pain faster than anything else they do in their lives.

The primary reason people buy is to reduce or eliminate pain—physical, mental, emotional, financial, social, even spiritual. Eliminating pain and resolving problems is the primary motivating factor in any sale. Think of anything you recently purchased. Was it not to eliminate some dissatisfaction, displeasure or frustration?

I remodeled my home. As part of the remodeling project, I replaced all of the carpet on my entry-level floor with a hardwood floor. The reason isn’t that I don’t like the feel of carpet under my feet.

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