Praise for Make It All About Them
"Today′s economic pressures, political uncertainty, rapid change, information overload, and limited attention spans continue to intensify the competitive environment. This demands a new and improved way to connect with our clients and emphasize how we are different. Make It All About Them is about creating an experience that fosters lasting connections that will attract and retain clients in a meaningful way. This book is a wonderful practical guide that will change the way you think about the sales presentation."
George A. Castineiras, Senior Vice President, Prudential Retirement
"This book is long overdue. It makes you step back and look at the typical sales presentation and ask, ′Why have we always done it this way?′ An incredibly practical book, it′s overflowing with tools and tips that will help to set you apart from your competition and win more deals."
Howard T. Owens, President, National Geographic Channels
"Presentations to global customers with high expectations and complex needs cannot rely on generic PowerPoint presentations filled with facts and figures. Effective presentations are about creating an experience that fosters a personal and emotional connection. Make It All About Them is a welcome, practical guide that impacts the sales process for the better."
Maura J. Carey, Senior Vice President, Strategic Initiatives, Brookfield Global Relocation Services Inc.
"I have been making sales presentations to global corporations for over twenty–five years, and Nadine′s work is the new road map for success. Her firm had a significant impact when they provided outside training based on these concepts to our senior calling officers. Applying the practical messages discussed in this book will help you and your team avoid the ′we′ve always done it this way,′ informal, word–of–mouth approach to training your sales force and will ultimately help you stand apart."
Stephen Skillman, Managing Director, RBS Global Banking & Markets
"Make It All About Them: the title says it all. Actually delivering on this simple concept, however, is too often missed. Nadine not only delivers, she nails it! She outlines techniques that truly allow you to connect to your clients and prospects. These techniques make sense, are repeatable, and ultimately deliver results."
John Morabito, Senior Vice President, Head of Institutional Retirement Solutions Distribution, Lincoln Financial Group
Introduction: Creating an Experience xi
I What You Present: The Messages 1
1 Make It All About Them 3
2 Start with the End in Mind 11
3 Develop a Story 21
4 Developing Stories for Existing Clients (Rebids) 35
II The Skill: How You Say It 41
5 Facilitating the Experience 43
6 Speaking the Client s Language 59
7 Making It Compelling 71
8 Anticipating and Answering Questions 87
9 Behaving as a Team: Team Dynamics 97
10 Analyzing Your Audience 123
III The Materials: What We Say It With 131
11 Dodging the Bullets: Avoiding Death by PowerPoint 133
12 The Strategy behind the Materials 159
IV Twenty–three Elements of the Experience 173
V The Tool Kit 189