By Doug Staneart, CEO of The Leader’s Institute

In past decades, the company with the lowest bid typically got the job. And while low bids are still quite critical, today that same seller is likely to be placed on a “Short List”—where he will have to sell himself and his company to the potential clients. This is usually done through a sales presentation.

There is no foolproof way to win a proposal, but there are a few things you can do to hedge your bets. By using these simple presentation tips, you will significantly increase your chance of getting the business.

DO YOUR HOMEWORK

Never go into a presentation with a "me-too" proposal. Each buyer is different, and each buyer will have different priorities in choosing a solution. And, you must PROVE you meet those requirements, not just say so. Remember, no matter what the buyer tells you AFTER the presentation, price is almost never the reason they didn’t choose you. The reason that buyers tell us this is that they usually have no other means to make a decision.

Let me explain. Let’s say we are writing a proposal for a school district. The buyer, the person making the ultimate decision (by the way, that is usually only one person, even though it may appear to be a committee,) has a hierarchy of priorities that will influence the decision. This hierarchy will be different for different people, but let’s say this particular buyer is primarily interested in the job finishing on time, the safety of the children, the aesthetics of the building, and finally, price—in that order. If this buyer views three proposals all saying basically the same things, “We are the best at finishing on time. Safety is our priority. Look at how beautiful our buildings look.” Then the only criteria left to make a decision on is price.

If any of the sellers in the above example could have proven beyond a shadow of a doubt that they were indeed the best at any one of those things, then that contractor would have easily made it to the top of the “Short List.” Specific evidence that you can do what your buyer wants will set you apart. This evidence could be pictures, testimonials, exhibits, quotes, trade journal articles, and many other forms. The more dramatic the evidence, the more easily it will be remembered. One of my clients photocopied over 100 letters of recommendation and delivered a set to the buyer and each of his influencers at the conclusion of his presentation. He was the only seller who offered even one. He got the business and was $250,000 over the lowest bidder.

How do we know what our buyer’s hierarchy is? ASK. Call up or visit the people you will present to. Find out what, other than price, is most important and why. Many times, these buyers will tell you in great detail. Make notes and accumulate evidence that supports how you can do what they want.

THE PRESENTATION

Right or wrong, people form an impression of how competent we are in the first few seconds that they meet us. Are we nervous? Do we present ourselves in a confident, professional manner? Our confidence when we present is vital to winning over our audience to our way of thinking. Consider professional coaching in public speaking skills, as it will give you a distinct advantage over those who haven't.

Ultimately, the buyers want to get to know the people they will be working with. They want to know if they can trust you. Those who can present confidently and build trust and rapport with the audience have a great shot at getting to the top of the “Short List”—or eliminating it all together!

About the Author: Doug Staneart, is CEO of The Sales Leader Sales Training Programs. His classes focus on strengthening selling skills, building confident and autonomous leaders, and improving employee morale. He can be contacted toll-free at 1-800-872-7830.

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