I have learned to keep things simple and focused, and to present the least amount of information necessary to make a prospect confident that their buying decision is a good idea.
I have noticed that when I come up with a new idea — whether it is a sales presentation
, radio ad or seminar — I usually include too many thoughts.
For example, I will write my new idea for a radio ad. Then, when I go to record it in the one-minute time allotment, there’s just no way to fit in all the information. It might take two minutes to get all the ideas I want to include. That is when I start cutting some of the material. My final edit of a one-minute ad is often quite revealing. The ad is clear, concise and focused. Doesn’t it have to be? I
only have one minute!
Winston Churchill once said, “If you want me to speak for an hour, give me a moment’s notice; if you want me to speak for half an hour, give me a day’s notice; if you want me to speak for five minutes, give me a week.” Some of the most memorable and famous speeches ever presented can be recited in 10 minutes or less. In other words, I don’t have to be concise if I have an hour. Could you clearly get your sales message delivered in 10 minutes? Try it — the exercise will be valuable for you.
How long is your sales presentation? 30 minutes? One hour? Two hours?
When I create a new seminar presentation for the first time, I have a tendency to put in every detail I know on the topic. It may start out with as many as 50 slides. Then, I review what I have created and on every slide I ask myself, “What is the point of this slide? Can the presentation be effective, and more focused, if I remove it?”
Now, let’s apply this thinking to your presentation. Do you plant the following seeds in every presentation?
- Social Security income;
- Recommend annuities for safety, growth and income;
- Life insurance for death benefit protection and tax-free retirement income;
- Prudent money management;
- Consideration of reverse mortgages;
- Long-term care insurance coverage; and
- Estate planning
Hopefully, you just responded with the answer, “No.” These diverse and complex topics encompass entirely too much information to cover in a single presentation. Unless your prospect is uniquely focused and very intelligent, you will likely only confuse them and lose the sale.
If you are you trying to grow a forest of ideas, your prospect will lose sight of the important individual trees. You remember the old saying; it holds true in any sales process, as I demonstrate below.
What if you remove the estate planning topic? Are you now focused with an easily understood plan? The answer, once again, is no.
You are still covering too many ideas. What if you talked about only Social Security? Social Security is a great door opener and facilitates the broader conversation concerning maximization of income in retirement. This topic may be used as a foundation to springboard into additional topics like annuity or life insurance sales
I have learned to keep things simple and focused, and to present the least amount of information necessary to make a prospect confident that their buying decision is a good idea. Once you have established a relationship based on trust and confidence, there will be opportunities to cover the additional topics and create a plan that meets your client’s needs and provides you with a continuing source of new business.