High-Impact Webcast Sales Presentations
Does this webcam make me look fat?
Dan Rust
• Thousands of sales presentations in a broad range of complex and competitive markets
• Hundreds of webcast sales presentations
IMPACT
CONTENT
VISUALSACTIVITY
ENERGY
StructureFocus
Objective
Grabbers
Relevant
Easy*Know your system capabilitiesCreate problems to solve
Understand adult learners
Why?Are you excited?
Humor
Sales Presentation WebcastsWhat makes them different than other webcasts?
Data Delivery Presentation• Goal is to inform• Create a framework• Focus on the structure and
linear flow of information
Training Presentation• Goal is to drive new learning
or skill development• Start with “why”• Model desired behaviors
Sales Presentation• The goal is to influence/persuade > to drive ACTION• They KNOW you have this goal, so may be more skeptical• Your personal connection and credibility is more important• Keeping them engaged is more important
WebcastContentErrors
• Too long• Too linear and
predictable• Many feature details
• Benefits are assumed• Too internally
focused• No clear action goal
Welcome Product Details Benefits Q & A Thank You
Advocate Action
Ideal Content Flowfor a sales presentation webcast
Welcome
Confirm Customer Needs
NFBR #1
NFBR #2NFBR#3
What is Your Advancement Objective?
NFBR
NEED
FEATURES
BENEFITS
REACTION QUESTION
All features relevant to the specific need
NFBR
NFBR
NFBR
Advocate Action
Ideal Content Flowfor a sales presentation webcast
Welcome
Confirm Customer Needs
NFBR #1
NFBR #2NFBR#3
Welcome
• Sell yourself– Professionally– Personally
• Sell the company– Tell them something
they don’t already know
– Should not be a formal part of the presentation
Confirm Customer Needs
Cost Savings
Operational Efficiency
Data-driven Decisions
Feature 1
Feature 2
Feature 3
Feature 4
Feature 2
Feature 3
Feature 4
Feature 1
Feature 4
Feature 3
Feature 2
Feature 1
DynaCorp Priorities*BENEFITS EXAMPLES
STORIES“What this means to
DynaCorp is…”
BENEFITS EXAMPLES
STORIES“What this means to
DynaCorp is…”
BENEFITS EXAMPLES
STORIES“What this means to
DynaCorp is…”
BENEFITS EXAMPLES
STORIES“What this means to
DynaCorp is…”
Reaction Question
Reaction Question
Reaction Question
Reaction Question
Advocate Action
“What do you think of everything we’ve talked about so far?”
“Based on your comments and questions, it seems like the next logical step would be to…”
“…does that make sense?”
Advocate Action
Ideal Content Flowfor a sales presentation webcast
Welcome
Confirm Customer Needs
NFBR #1
NFBR #2NFBR#3
45 minutes
Questions about content, flow and structure?
Visual Impact• Know the capabilities of your webcast system
– Onscreen notes and “doodles”– Highlighter– Webcam– Online video
• Know the capabilities of PowerPoint– Image adjustment– Animations and builds
• Visual thinking and image creation is not just a “marketing” function
The Power of Illustration
Questions about visual impact?
Adult Learning• Practical Problem Solvers
– Tell me why this is important to me– Tell me how I am going to use this
information• Just-in-time
– Tell me how this knowledge will be applied SOON
• Respectful– Acknowledge that I am not just an
“empty vessel”• Integrated
– Connect new information with what I already know and have already experienced
Any webcast activity, interaction or exercise must be relevant and practical.
Webcast Activity Options• Ask Reaction Questions
– And wait for a response• Polling• Leverage Client
Presenters– Give them advance
notice– Keep it brief and focused ?
Questions about webcast activity?
Energy Drainers
• PowerPoint– Your slides are not intended to be a script
• You– This is a serious presentation– So make it fun– No one is going to me more excited about this
presentation than you are– Tell them WHY you are excited
• In a manner that is relevant to THEM
Humor• This is a business presentation• Never use humor• Or sarcasm• Or irony