What Has Matching Got To Do With Presenting?

Impact Factory runs

Open Presentation Skills Courses

Tailored Presentation Training

Five Day Presentation With Impact Workshops

and

personalised One-to-One Presentation Coaching

for anyone who is interested in Presentation Issues

Presentation Skills

What Has Matching Got To Do With Presenting?

The secret to presenting to a potential client is "matching."

Prior to presenting, you would have asked plenty of questions and uncovered the problems they want solved.

The next step then is to present your solution and to do lots of matching.

What do we mean by matching?

Matching is where you make the connection between the problems a potential client wants solved and the features/characteristics of your service that solves those problems.

Your solution has lots of features/characteristics and some are relevant to the potential client and some are not. You want to sort all your features and characteristics into two piles. Pile one consists of the features/characteristics they care about - as they solve the specific problems they have discussed with you. Pile two consists of the features/characteristics they will not care about - as they don't solve any of the problems they have discussed with you. Note that you can only do this sorting if you've asked enough questions before making your presentation.

To prepare for your presentation, look at all the features/characteristics your potential client cares about (pile one). The next step is to then "match" each of the problems they want solved to the feature/characteristic of your service that will solve it for them. When you present, you then show the connection between the problems they have agreed they want solved and the features/characteristics of your service that solves those problems.

If you do not do the matching for your potential client, they will be left trying to work out what aspect (features/characteristic) of your service can solve their problems. Also if you do not do the matching, your potential client will feel you haven't listened to them, amongst other things.

To explain this further, I am going to use a simple example of buying a car. Even though I do not like stereotype car salesmen, this is a good example for matching, plus it is an example you can probably relate to.

Presentation Scenario One

The car salesman asks you what sort of car you're looking for and what is important to you. You tell him. He then shows you a car and proceeds to tell you all about the features of the car that you frankly could not care less about. He just goes on and on telling you absolutely everything about the car. Sound familiar?

Presentation Scenario Two

The car salesman asks you what sort of car you are looking for and what is important to you. You tell him. He then shows you a car and describes exactly what features of the car will give you each of the things you said are important to you.

Who would you buy the car from? Would you buy from the car salesman in scenario one or scenario two? Who did matching?

What would you be thinking with the presentation scenario-one car salesman? You might be thinking:

- He didn't listen to me.

- He doesn't understand me.

- Why did he ask me what I wanted as he clearly wasn't interested?

- I am not sure if it meets my needs. I am confused.

- I am bored and irritated.

- How can I get away from this person?

What would you be thinking with the presentation scenario-two car salesman?

You might be thinking:

- He really listened to me.

- He understands me.

- I can clearly see how this meets my needs.

- I am interested

When you present your solution, demonstrate that you have been listening and that you understand their problems. Only present the features/characteristics that solve the specific problems they have been telling you about. That is what they're interested in and what they will care about. The key to presenting is in the matching!

This article was contributed by Tessa Stowe.

(c) Tessa Stowe, Sales Conversation, 2006. You are welcome to "reprint" this article online as long as it remains complete and unaltered (including the "about the author" info at the end). Tessa Stowe helps Coaches, Consultants and Service Professionals who are resisting selling their services, as they don't want to be seen as pushy and sales-y. Her FREE monthly Sales Conversation newsletter is full of tips on how to sell your services by just being yourself.

 

Presentation Skills Training

Impact Factory runs

Open Presentation Skills Courses

Tailored Presentation Training

Five Day Presentation With Impact Workshops

and

personalised One-to-One Presentation Coaching

for anyone who is interested in Presentation Issues

FreePhoneFreephone: 0808 1234 909

 

The team:

Training Course Accreditation

Communication Skills Trainer Accreditation

To ensure that the courses you attend are of the highest quality, offering the best professional tuition possible,
all our Open Courses are evaluated and accredited.

This accredited course is suitable for corporate and public sector Continuing Professional Development Plans and Portfolios.

Read about trainer accreditation

Impact Factory Brochures

communication skills training brochure

DOWNLOAD NOW

There is a 20% discount on all Early Bird and Late Bookings. The course must be paid for at the time of booking.

(Discount not available if you wish to pay by Invoice)