O V S O N Communiqué

April 2013

A Note from Alan:

Shocking to Hear: The Best Presentations are About the Audience

Let's face it, when you make a presentation it's about trying to sell someone something – whether it's an idea, concept, service, or a tangible item. Many people get turned off when the term “sales” is used. But, it's what life is all about: persuading, convincing, negotiating, agreeing, and (alas) selling.

If you want to make the best presentation you can, you need to understand your audience and tailor your presentation around them. Here's the reality: They are the ones who will make your presentation a success.

Think ahead. What are their issues, challenges, problems and needs? What can you do to help them both recognize where they are now and enable them to see ways to move forward? What actions can you recommend to them? What are the specific benefits they will receive if they follow your suggestions? How will your suggestions make their lives or businesses better?

Remember: If your audience gets it, then you got it too!

  Alan Ovson

Topic of the Month:

Presentations and Sales Psychology

If everyone had the same point of view, selling would be so easy. The problem is, we don't all have the same point of view, and selling yours to someone else is difficult.

Remember, you buy things too. Think back on how someone got you to do something or buy something you didn't initially think you wanted. How did they do it? Simple! They understood and respected your psychological needs and recognized the three basic principles of sales psychology.

The Three Principles of Sales Psychology:

1. People Buy for Their Reasons, Not Yours:
People buy things, ideas, and concepts for reasons that have nothing to do with you. Buying decisions tend to be emotional and based on desire rather than logic. Make sure you tap into your customer’s needs whenever you make a presentation.

2. No One is Interested in Your Product or Service:
Prospects and customers are interested ONLY in what your products or services will do for them. If they find another product that solves their problem better than you can, they’ll buy that other product. If you can answer their question, “What's in it for me?” then you have created a benefit. Clearly define this benefit in your presentation and you will have a prospective buyer who will be ready to buy.

3. Customers Will Act for Only Two Reasons:
Your customers and prospects will take action only if they will (1) gain a benefit or (2) avoid a loss. Long lists of product features which are the mainstay of sales presentations will not motivate your customers to take action. But, if you clearly explain how each feature creates a benefit or helps your customer avoid a loss, then you have a great chance of closing a sale.

These three principles get to the heart of your job, no matter if you are a salesperson, an architect, lawyer, or anyone else who needs to persuade their audience. If you can understand and solve your customers’ problems, you can help them help themselves.

Using these principles when you create your sales presentations will help you close more deals.


News from Ovson Communications

  • Newsletter Archives:
    You can now read recent editions of this newsletter online.

    Communications Quote
    for April:

    To make our communications more effective, we need to shift our thinking from “What information do I need to convey?” to “What questions do I want my audience to ask?”

    Chip Heath


    Contact Ovson

    Contact us today to discuss how we can help you with conflict and
    negotiations, presentations and public speaking, and management and
    leadership strategies.





    Featured Training of the Month:

    Presentations: The Art of Selling

    The hallmark of effective salespeople is the ability to: clearly communicate the benefits of what you are selling, understand the client's needs and wants, organize the information so that it is compelling and flows like a story, and be able to speak comfortably on the spot to engage and persuade your customer.

    This highly interactive and effective presentation skills class uses acting techniques and experiential activities that give you the chance to learn and practice communication and sales skills that will help you:

      • Engage more openly with others.

      • Speak extemporaneously with more confidence.

      • Ask and respond to difficult questions.

      • Understand the needs of your audience.

      • Tell a compelling story that captures interest.

      • Close more sales.

    Contact Ovson today to discuss customizing and scheduling this workshop for you and your team.


    Ovson Communications Group helps organizations and individuals develop both internal
    and external communications to achieve the outcomes they desire. Ovson focuses on
    issues of: negotiation, dealing with conflict, presentations, and developing visions
    and creating strategies to accomplish those visions. Ovson offers training workshops,
    facilitations, coaching, keynote speeches, and breakout sessions.