The Fortress Presentation

I expect to close every deal I work, every single one. I only remember the deals I didn't close. The deals I closed, well of course they closed, it is what I am supposed to do. I use a Fortress Presentation to get the results I desire.

Think of your next opportunity to present as game, a game that you write the rules for. If you are writing the rules, how can you not win?

When you present using a Fortress Presentation you should never lose. You build your Fortress Presentation one brick at a time. Each brick is a key element for the buyer, a small but important buying decision. Each one of these bricks is not only an important buying decision to the buyer, it is a point you already know wins against brand-x. The focus of your Fortress Presentation is all about WINNING BRICKS and ONLY WINNING BRICKS.

The points that are the same as or you lose on are in the presentation, but they are not the focus. They are printed out in the details, but they are NOT part of your pitch. Your clients know this. They understand this. Your responsibility is to make certain your clients do more than focus is on the WINNING BRICKS. Your presentation should allow the client to discover that your WINNING BRICKS are the most important to them.

A Fortress Presentation is not a hard sell. It is a teaching opportunity. As you present, your client should be walking along side you, learning more as every WINNING BRICK is laid down. They should understand the importance of each WINNING BRICK before you move on to the next one.

The foundation to your Fortress Presentation is YOU. What do value do you bring to client aside from the product you are pitching? This is especially true for those that go-to-market with a service. Do you believe that you deserve to win this business?

Buyers buy VALUE. People may say the bought the lowest price, but unless they are comparing identical commodity items, say a Duracell AA battery, what they really bought is the best Perceived VALUE.

If we are talking about light duty pickup trucks, a Ford vs Chevy comparison, if you don’t know in your head and your heart why your client should choose your brand, you don’t belong at the table. As a professional, what value do you bring to the client. How and why will they benefit from doing a deal with YOU?

If you don’t have a list, a clearly defined and enumerated list, yesterday would be a good time to create one. These are your FOUNDATONAL BRICKS. These are rock solid, thick, heavy, robust and substantial FOUNDATIONAL BRICKS that you have been laying since you introduced yourself. Your pre-presentation behavior and activity as well as your FORTRESS PRESENTATION must drive the message the client is not purchasing a product; they are hiring you.

No matter how much prettier brand-x is, no matter how many more bells and whistles brand-x has, no matter how much better the pricing or terms might be, brand-x ain’t got YOU!

When the construction of your FORTRESS PRESENTATION is complete, and you have professionally made your presentation how can the buyer do anything but ask where they sign?