Presenting to a Group

Problem:  Darrell sold complicated software solutions to manufacturing companies.  His was a complex sale in that several fact-finding meetings were typically required and the presentation often was to a group of 4-5 senior company executives.  Trying to get a commitment with so many involved was difficult.  He always felt like he missed presenting some important information.

Analysis:  Selling to groups or committees is more challenging than selling to an individual.  Getting a commitment when there are differing agendas, diverse personalities, and political issues involved make this type of sale very frustrating.

Solution:  Identifying the “cast of characters” early and speaking with as many of them as possible before the presentation can avoid problems.  Try to determine who are your allies and who are possible adversaries.  At the beginning of the sales presentation the introductions should be made and an agreement regarding time and meeting expectations should be set.  At this point you should turn the meeting over to your principal contact to review their pain.  Pay attention to the group to discern their attention level and emotional buy-in.

When the pain review has been accomplished, take back control of the meeting and validate the pain. Ask group members to elaborate as to how the pain affects their department.  Demonstrate how your solutions address each pain issue and ask each person if they are 100% comfortable with your solution.  Deal with concerns before moving to the next issue.  When each pain has been successfully dealt with, ask the group what the next step is.  Assuming you’ve done your job well, the group should close the sale themselves.