| cal power does not arise from passionate | | | | driven by pain, are they? What about luxury items? |
| dec¬lamation only. On November 19, 1863, Abraham | | | | For example, what pains are resolved with the |
| Lincoln demon¬strated the equal power of using | | | | pur¬chase of a yacht? People don’t buy |
| simple, yet eloquent words, qui¬etly spoken, to | | | | yachts because they have to. They buy them |
| convey a message. In the small town of Gettysburg, | | | | because they want to. While the premise of this |
| Pennsylvania, in July of 1863, Union and Confederate | | | | challenge is correct, the conclusion is not. I typically |
| forces clashed in a battle that brought enormous | | | | respond to this question by asking, Do people ever |
| casualties. In three days of hard fighting, the Union | | | | want something so much that not having it causes |
| army suffered over 23,000 casualties, the | | | | pain? The answer is, Of course. Sometimes |
| Confederate army 28,000. However, there was no | | | | the desire to acquire, the yearning to possess, or |
| question that the Confederate army had suffered the | | | | the craving to experience some¬thing becomes the |
| greater blow. Later that year, a Gettysburg attorney | | | | pain, i.e., the motivating factor that drives the sale. Most |
| conceived the idea of ded¬icating a portion of the | | | | major purchases can be traced to eliminating pain. In |
| battlefield to become a National Soldiers’ | | | | fact, without pain, there is probably no basis for a |
| Cemetery. Although President Lincoln was invited to | | | | purchase in the first place. A customer who feels |
| speak, the main address was delivered by the former | | | | totally satisfied doesn’t need a |
| President of Harvard, and noted orator, Edward | | | | presenter’s product or service. Pain leads to |
| Everett. Everett spoke to a crowd of close to 20,000 | | | | needs. Needs lead to action. Put another way, No pain |
| people for over two hours. At the conclusion of | | | | = No change. Potential buyers will not change unless |
| Everett’s address, Abraham Lincoln rose to | | | | the pain of staying the same is greater than the pain |
| deliver a few remarks. | | | | of change. |
| Four score and seven years ago, our fathers brought | | | | Ultimately, products and services are evaluated in |
| forth on this continent, a new nation, conceived in | | | | terms of pain and problem resolution. This is why |
| liberty, and dedicated to the proposition that all men are | | | | addressing buyer pains and prob¬lems should be the |
| created equal. Now we are engaged in a great civil | | | | central message of the presentation. Without a |
| war test¬ing whether that nation, or any nation, so | | | | comprehensive under¬standing of the buyer’s |
| con¬ceived and dedicated, can long endure. We are | | | | needs, pains, and problems, sales professionals are left |
| met on a great battlefield of that war. We have come | | | | to create presentation messages without accurate, |
| to dedicate a portion of that field, as a final rest¬ing | | | | substantive, or compelling data. |
| place for those who here gave their lives that that | | | | Training participants frequently ask what the difference |
| nation might live. It is altogether fitting and proper that | | | | is between problems and pains. There is a critical, |
| we should do this. But in a larger sense we cannot | | | | fundamental difference. Problems are described in |
| dedicatewe can¬not consecratewe can¬not | | | | logical, cognitive terms such as, My com¬puter is |
| hallowthis ground. The brave men, living and dead, | | | | broken. Pains, on the other hand, are described in |
| who struggled here, have consecrated it, far above | | | | fervent, emotional terms such as, It is extremely |
| our poor power to add or detract. The world will little | | | | frustrating having to work late because of computer |
| note, nor long remember what we say here, but it can | | | | failures. When buyers use emotional words such as |
| never for¬get what they did here. It is for us the | | | | frustrated, upset, disappointed, irritated, concerned, |
| living, rather, to be dedicated here to the unfinished | | | | worried, etc, you know you have hit the pain |
| work which they who fought here have thus far so | | | | vein. Pain is the consequence or outcome of the |
| nobly advanced. It is rather for us to be here dedicated | | | | problem. The point is to make pain and problem |
| to the great task remain¬ing before usthat from | | | | resolution the central theme of your sales presentation. |
| these honored dead we take increased devotion to | | | | Conviction Requires Proof: The Power of |
| that cause for which they gave the last full measure | | | | Demonstrations, Testimonials, and Logic |
| of devotionthat we here highly resolve that these | | | | A pharmaceutical salesperson who sells sleeping pills |
| dead shall not have died in vainthat this nation, under | | | | once related a humorous experience that illustrates the |
| God, shall have a new birth of free¬domand that | | | | power of proof. Midway through a presentation |
| the gov¬ernment of the people, by the people, for | | | | to a group of physicians, one of the attendees fell |
| the people shall not perish from the earth. | | | | asleep and began snoring. The pharmaceutical |
| Apart from the Sermon on the Mount, no speech has | | | | salesperson stopped the presentation and woke the |
| been so heavily analyzed by scholars. Abraham | | | | sleeping physician. Without hesitation, the physician |
| Lincoln spoke only 272 words in his Gettysburg | | | | stood up and said, This drug has some real |
| address. Yet in his ten sentences, he deliv¬ered one | | | | promise! |
| of history’s most memo¬rable orations. What | | | | In order to persuade buyers to make a purchase, they |
| is it about his address that is so fascinating to | | | | must first be convinced of the value of the proposed |
| histori¬ans? Why are these ten sentences so | | | | product or service. Like a court of law, conviction |
| mesmerizing to politicians, and why have students of | | | | requires proof. Buyers want hard evidence to |
| ora¬tory been studying this address since its | | | | con¬firm and substantiate claimed product or service |
| inception? The reason? Its message. It is the message | | | | benefits. |
| of the speech that is captivating. Abraham Lincoln was | | | | Highly successful presenters use live |
| able to couch in a three-minute address a message of | | | | demonstra¬tions to illustrate the qualities and benefits |
| timeless importance. In simple, yet penetrating | | | | of their product or service. They demonstrate rather |
| lan¬guage, he articulated the struggle for human | | | | than articulate their message and include con¬tent |
| freedom, hope, and responsibility. Although Lincoln | | | | that validates the benefits of the proposed product or |
| himself considered his speech to be a fail¬ure, it | | | | service. For example, skilled technical presenters |
| turned out to be one of his¬tory’s most | | | | visually demonstrate how the pro¬posed technology |
| eloquent moments. | | | | addresses identified needs and problems. Successful |
| Compelling Sales Messages: Logic and Content | | | | phone system salespeople conduct live |
| The Gettysburg Address contains all of the elements | | | | demonstrations to validate prod¬uct claims and |
| of a successful presentation and is a blueprint for | | | | capabilities. Experienced medical device |
| sales and non-sales presentations alike. Like all | | | | representatives demonstrate the utility of the proposed |
| successful presentations, it contains a strong | | | | device. |
| introduc¬tion, powerful content, and memorable | | | | I know a salesperson who sells high quality computer |
| conclusion. In his farewell address on January 11th, 1989, | | | | and network¬ing wires and cables. Because of the |
| President Ronald Reagan said, I won a nickname: | | | | quality of his cables, his prices are higher than his |
| The Great Communicator.’ But I never | | | | competitors. Because of the extra expense involved, |
| thought it was my style or the words I used that made | | | | some of his clients periodically drop his product. When |
| a differ¬ence. It was the content. I wasn’t a | | | | one of his larger clients discontinued using his product, |
| great communicator, but I did com¬municate great | | | | he decided enough was enough and arranged a |
| things. Obviously, creating substantive content is an | | | | meeting to demonstrate the value of his wires and |
| essential part of preparing and delivering a successful | | | | cables. After admitting that his product was more |
| presentation. Consider the three characteristics of a | | | | expensive, he stated to the audience that it was |
| successful presentation: | | | | important to compare apples to apples. He then held |
| 1. Ethos (Character and Credibility) | | | | up one of his competitor’s wires and put a |
| 2. Pathos (Emotion and Delivery) | | | | lighter underneath it. The casing around the wire began |
| 3. Logos (Logic and Content) | | | | to melt and in a few seconds was on fire. His |
| The body or message of a presentation deals with | | | | audience was astounded. He then held the lighter |
| logos, the logic and content of a message. Logos has | | | | under his wire and reminded them that his wiring was |
| to do with the substance and rationale of a | | | | fireproof. He concluded his presentation by asking a |
| presentation. It is the overriding message and provides | | | | simple question, Ladies and gentlemen, which wire |
| the details and reasons buyers should procure the | | | | do you want in your walls and computers? His |
| presented product or service. The central message of | | | | client can¬celled the order from his competitor. |
| a presentation provides supporting evidence and | | | | The point is to use live demonstrations and scenarios |
| dem¬onstrates the qualities of the proposed good or | | | | whenever possible to bring facts and information to life. |
| service. Without pro¬viding clear and compelling | | | | Testimonials |
| reasons to acquire products or services, participants | | | | In our presentation trainings, I frequently ask |
| are left with little or no incentive to take action. | | | | participants, How many of you provide buyers with |
| Because most buyers make purchases based on | | | | testimonial letters to support the success of your |
| emotions that are then justified with logic, providing | | | | products and services? I am always amazed at |
| logic is extremely important. Although the introduction | | | | how few hands go up. Yet, what better evidence can |
| and delivery of the presentation provide emotional | | | | a presenter have than a statement by a satisfied |
| validation, it is the body of the presentation that | | | | customer? When we talk about providing proof to |
| provides the rationale to support a buying decision. | | | | validate product or capability claims, what better proof |
| When people purchase a home, for example, they | | | | can a presenter offer than a testimonial? A testimonial |
| initially make a decision based on emotional attachment | | | | is nothing more than a type of evidence. Like a court |
| (pathos). It looks beautiful. It feels like our | | | | of law, witnesses are called to testify to the |
| home. I just love the Victorian look. It’s | | | | truthfulness of certain facts or disputed claims. Client |
| only after buyers feel an emotional attachment that | | | | testimonials serve the same purpose. They illustrate |
| they begin to justify their decision with reason and logic | | | | how the proposed product or company has benefited |
| (logos). After all, this home will be an excellent | | | | other companies and organizations. Used appropriately, |
| investment. Property values are going up. | | | | testimonials com¬municate similar benefits available |
| Interest rates are at an all time low. The | | | | to the targeted audience. |
| school district in this area is excellent. By providing | | | | Because service oriented businesses cannot physically |
| buyers with information to support the value of the | | | | demonstrate the benefits they offer, it is especially |
| product or service, presenters fulfill a buyer’s | | | | important that service related presentations provide |
| intellectual need to justify an emotional decision. Appeal | | | | testimonials from existing clients to validate the claimed |
| to the reason of prospects with logical, content-rich | | | | capabilities or benefits. Testimonials help substantiate |
| messages. | | | | benefits such as friendly customer service, excellent |
| Pain and Problem Resolution: Your Central Sales | | | | technical support, and on-time deliveries. |
| Message | | | | Logical Argument |
| The most intense emotion buyers experience is pain. | | | | All sales presentations should provide logic and |
| Pain is such an intense feeling that people will do | | | | rationale to support product or service capability claims. |
| almost anything to eliminate it. People take action to | | | | An R.O.I. (return on investment) sheet is a logical |
| avoid, prevent, or overcome pain faster than | | | | argument. I regularly use R.O.I. sheets to |
| any¬thing else they do in their lives. The primary | | | | demon¬strate the value of sales training. By |
| reason people buy is to reduce or eliminate | | | | calculating an estimated percent of increase in sales, |
| painphysical, mental, emotional, financial, social, even | | | | multiplying it by the company’s total sales, and |
| spiritual. Eliminating pain and resolving problems is the | | | | subtracting the cost of the training, I provide buyers |
| primary motivating factor in any sale. Think of anything | | | | with an accurate forecast of the financial return they |
| you recently purchased. Was it not to eliminate some | | | | will receive on their investment. When I provide hard |
| dissatisfaction, displeasure, or frustration? | | | | numbers that demonstrate the value of our train¬ing, |
| In business-to-business presentations, different | | | | buyers are logically convinced to make the investment. |
| members of an organization attend presentations for | | | | Other options include: examples, facts, exhibits, |
| various reasonsin other words, because they | | | | testimonials, and statistics. By providing buyers with |
| experience diverse pains. A CEO’s ultimate pain | | | | proof of the value of the presented prod¬uct or |
| might be declining stock price. The VP of Finance | | | | service, they are more easily convinced of the need to |
| might attend because profits are down. The VP of | | | | make the purchase. |
| Marketing might attend because of customer | | | | In Summary |
| ero¬sion. The VP of Sales might attend because his | | | | Because people buy emotionally and justify decisions |
| sales staff is not meeting revenue expectations. The | | | | logically, it is important to supply rationale to justify |
| VP of Manufacturing might attend because | | | | purchasing decisions. The mes¬sage of the sales |
| manufacturing costs are up. Each member of a | | | | presentation provides just thatevidence. It |
| business organization experiences pains and problems | | | | demon¬strates how the proposed product or |
| that they would like to eliminate. | | | | service eliminates pains and prob¬lems and |
| In our corporate trainings, I am occasionally challenged | | | | establishes clear, competitive advantages. |
| by partici¬pants who ask, Not all purchases are | | | | |