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There are two kinds of presentations you can give. The first is a “we” presentation. That presentation starts with “who we are.” It then moves into “what we do.” It continues into “how we do it,” and “who we serve,” leaving nothing to chance when establishing your company’s credibility.

All About Us

There is a very clear indication to anyone who is subjected to a “we” presentation what the presenter believes is most important. It is all about the presenter and their company, nothing about their prospect. In fairness, “we” presenters believe that their prospective client is asking the questions, “Who are you? What do you do? How do you do it? And who do you work with?”

Unfortunately, “we” presentations aren’t very compelling. The earlier you provide this type of presentation, the worse the outcome, especially if you want to be relevant. Your dream client isn’t struggling because they don’t know who you are, and once they know who you are, they are left no better than before you found them. We presentations mostly work against you.

All About You

“You” presentations are different. You presentations answer a different set of questions. They start by describing “Why it is so difficult for you to produce the results you need.” They move forward into “Here is what we know about you?” From there, they share “Here is what you might do about your challenge and your opportunities,” and “Here is how you might do it, and here is what other people like you have done.”

“You” presentations are more powerful than “We” presentations. If you deliver an excellent “You” presentation, your dream client is going to be interested in learning about you, and then you can answer the questions about who you are, what you do, why you do it, how you do it, and who you serve. The fact that you know what your dream client is challenged with, why they are challenged, and how they might move forward establishes your credibility better than anything you can say about your company.

The order in which you present “We” and “You” here determines how relevant your dream client will find you and your presentation.

Sales 2016
Post by Anthony Iannarino on December 3, 2016

Written and edited by human brains and human hands.

Anthony Iannarino
Anthony Iannarino is a writer, an international speaker, and an entrepreneur. He is the author of four books on the modern sales approach, one book on sales leadership, and his latest book called The Negativity Fast releases on 10.31.23. Anthony posts daily content here at TheSalesBlog.com.
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