This is episode seven of our 12-episode series on how to win group sales presentations. Before the Christmas and New Years break, the last couple of sessions were about inserting case studies into your presentation as evidence that your potential clients can get what they want if they do what you want. I introduced a concept that I call an action/benefit statement.
Just as a review, you'd tell a compelling case study. Then, add a call to action at the end. This call-to-action is another one of those breadcrumbs I've talked about in past sessions. You're leading the committee down a path. Finally, you tell the audience how they will benefit if they take this action.
For instance, an action/benefit statement might sound like...
When you hire our team, you’ll have fewer change orders which will lower the overall cost of the project.
Or, by having me as your project manager, you’ll have fewer delays in the project.
Today, I walk you through how to perform well during the Q&A session of the interview. This is the part of the presentation where you can really set yourself apart from the competition in a positive way. The good news is that the backbone of answering a question is to respond with a shortened version of a case study followed by the call to action and benefit that we talked about before the holiday.
This response is very, very easy to master. And when you and your shortlist team use this technique, the committee will see you as a team of experts who really know there stuff.
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