Based on this information, I’m going to demonstrate the two features of my product that meet this need: the extra-deep sealed burner box, which keeps heat contained for easier temperature maintenance, and the stainless steel flavor generator that – among other things – evenly distributes heat. These two features meet my prospect’s expressed needs. I am not going to talk about the durable cast-metal knobs and laser-etched graphics (which I happen to think are really cool), and I most certainly am not going to ramble on about the nonstick porcelain-coated cooking grates that make it easy to clean the grill. Not talking about these – or all the other stuff I could but won’t – will save me about fifteen to twenty five minutes. And as we learned above, this discipline – when repeated in other selling situations – can save dozens of hours a year – hours that can be used to do many more (more-efficient) presentations.
The next time you present your product or service, do three things: (1) time your presentation, (2) be attuned to how much of what you’re presenting has nothing to with what the people you’re presenting to have told you is important to them, and (3) take some time after the meeting to evaluate yourself. Begin even before presenting by doing less telling of what your product can do, and more asking of what the prospect needs it to do (this implies talking less at first, and listening more), and continuing with less uninterrupted presenting, and more interaction with the audience. You’ll start discovering that your presentations are not only shorter, but are tighter, more focused, more effective.