New Sales Speak: The 9 Biggest Sales Presentation Mistakes and How to Avoid Them

New Sales Speak: The 9 Biggest Sales Presentation Mistakes and How to Avoid Them

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by Terri L. Sjodin
     
 

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"New Sales Speak is the first book on the vital marriage of persuasive selling techniques and crucial speaking skills."
-Harvey Mackay, author of the New York Times bestseller Swim with the Sharks Without Being Eaten Alive

"An incredible book on sales effectiveness! You can learn how to release your brakes and step on your accelerator toward higher sales."

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Overview

"New Sales Speak is the first book on the vital marriage of persuasive selling techniques and crucial speaking skills."
-Harvey Mackay, author of the New York Times bestseller Swim with the Sharks Without Being Eaten Alive

"An incredible book on sales effectiveness! You can learn how to release your brakes and step on your accelerator toward higher sales."
-Brian Tracy, Brian Tracy International

"Terri Sjodin is one of the country's top sales trainers, and her book, New Sales Speak, is a must-read for anyone in sales or sales management. Now, the Second Edition is here and it's even bigger and better! I highly recommend it."
-Roger Dawson, author of Secrets of Power Negotiating

"This book gives you real-world knowledge that you can apply every day. The new chapter on elevator speeches alone is worth the investment."
-Eric Worre, cofounder, Better Life Media

Written for anyone who gives presentations, New Sales Speak, Second Edition identifies the nine most common mistakes people make when presenting and shows you how to avoid them. Inside, you'll learn how to: Build and deliver a presentation that is persuasive rather than just informative Make the best use of your allotted time and craft interest-generating elevator speeches Just say "No!" to boring PowerPoint presentations Transform fear into energy-and more!

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Product Details

ISBN-13:
9780471755654
Publisher:
Wiley
Publication date:
01/27/2006
Edition description:
Revised Edition
Pages:
288
Product dimensions:
6.08(w) x 9.09(h) x 0.73(d)

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Read an Excerpt

Chapter 1: Sales Speak - Selling, Speaking, and the Partnership Between the Two

There is an adaptation to a line from Shakespeare that says, All the world is a stage, and sales professionals play to the most discriminating audiences of all-their customers. What other group do you know that gets to pay for the performance after the show? Meanwhile, based on how you are speaking, your customers are deciding whether they even like you-a decision that could determine whether you get paid at all!

Everybody Sells Something

The process of living requires all individuals to sell at some point, in their careers. We must sell ourselves to get our first job, entrepreneurs have to sell themselves to investors, CEOs sell their company strengths prior to an initial public offering, community residents sell their ideas to the city council. Teachers sell their students on the value of becoming educated and learning new material. A butcher persuades a customer to select a certain cut of choice meat. In each case, we are giving persuasive talks, though we may not be aware of it. For those of us who make our living in sales, nearly 75 percent of our time is spent communicating. Do we think of ourselves as public speakers? Certainly not! We would rather tame snakes than stand in front of our peers to give a presentation. Surveys show that public speaking is our single most feared activity.

Yet, how do we spend most of our days? In public speaking activities-we just don't like to think we do. We depend on our speaking skills to share our messages clearly and with credibility, whether we are speaking on the telephone, in a one-on-one meeting, or to a small group.

The Importance of Presentation Skills

Consider the following: Your public speaking and delivery skills are an immediate demonstration of executive ability within a company and may very well be the number-one reason why most business transactions are won or lost. In spite of that, people tend to minimize the importance of their presentation skills. Some will say, "Oh come on Terri, you know I've been speaking since I was in grade schoolit's not that big a deal." Or they will say, "You know, I took a public speaking course when I was in college-I feel pretty good about it." Some people may even have had limited practice giving talks with their local business organization. While all these experiences are relevant and perfectly valid, what they don't do is take us to new heights.

The marketplace has changed, and, compared to the previous decade, the new millennium and beyond already are proving to be a new ballgame for the sales professional. It is a highly competitive market, and people are not apt to listen to sales presentations for entertainment. Decision makers are shopping harder than ever. You can bet they are checking up to five different suppliers before they make a decision. What they may actually be shopping for, however, is the right salesperson making the best case. What they often are looking for more than for the lowest price is the best overall package, whether that package is you, a product, service, philosophy, or idea.

Only a salesperson can lead them into making an informed decision. The salesperson who has the most charismatic and believable presentation, the best argument supported by the strongest facts, is the one who will be perceived as offering the greatest value. People will spend more money to work with those they like and will reject working with those they don't like, regardless of cost.

Why Is Giving Out Information Appealing?

It is the perception of value that counts. The client has to perceive your presentation as effective, your product or service as worthwhile. Just providing information makes you just like your competitor, and it doesn't mean that you are selling. There is no sense of urgency in an informative presentation. You may feel comfortable giving such an informative talk, but ask yourself, why? The reason you feel comfortable is because you never hear the word no when all you do is disseminate information.

Can We Learn to Speak Persuasively?

Persuasive public speaking is a learned activity. It is the application of formal principles of effective public speaking and debate strategy to the sales presentation. It is a new marriage between the strict principles found in the speech departments of our nation's college classrooms and the fascinating kaleidoscopic world of professional sales. It is a way to compete in the new millennium and to ensure ourselves of being...

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Meet the Author

TERRI SJODIN is a full-time professional speaker and business trainer who gives presentations to thousands of people annually. While an undergraduate at San Diego State University, she was picked as the sixth best college persuasive public speaker in the country. Terri is one of the most successful young speakers in the field today. At thirty-five, she has been called one of the youngest female professional speakers ever to receive the CSP designation by the National Speakers Association. Terri is a frequent guest on radio and television talk shows. Her articles have appeared in countless publications, including Mademoiselle, Entrepreneur Magazine, Selling Power, Business Monthly, Executive Excellence, Small Business, as well as many others.

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New Sales Speak: The 9 Biggest Sales Presentation Mistakes and How to Avoid Them 5 out of 5 based on 0 ratings. 2 reviews.
Guest More than 1 year ago
I ordered this book from BN.com a few weeks ago and read it on my last sales trip. I actually used some of Sjodin's tips on a call at an account. Her presentation ideas are superb and even for an old sales 'dog' like me, I picked up some great ideas. The book is well worth the investment.
Guest More than 1 year ago
As a professional sales person with over 25 years of experience I am always interested in learning what others think about the sales process. I must say that this book did give me ideas and insights that made an impact on my sales success. Knowing what mistakes we are making and taking action to correct them is something I have seem many salespeople fail to do. Ms. Sjodin makes this an easy read and provides the insight needed for any sales person who wants to get better to do so. If you sell and you want to sell more or if you don't currently sell but want to start selling this book should be the first one you read.