Sales and Sales Management Blog

June 17, 2013

Book Review: Make It All About Them

Filed under: Uncategorized — Paul McCord @ 1:01 pm

Book Review:  Make It All About Them

“The most commMake-It-All-About-Them-bookon misconception about the sales presentation is that the prospects want to hear about us, the company presenting: our size, our clients, our products, our people, and our awards. . . . Yet, in reality, clients want the presentation to be about them.”

With those opening words of Chapter 1 Nadine Keller sets out the entire thesis of Make It All About Them: Winning Sales Presentations (Wiley & Sons: 2013).

Keller argues that the entire concept of sales presentations as taught and as practiced is completely backwards.  The typical sales presentation, she believes, is a self-centered, self-serving production that completely misses the mark in regards to what is really important to the presentation’s audience.

And, of course, she is right since as sellers we tend to think not in terms of a buyer but as a seller—and what then do we present to the prospect?  What we believe should be important to the prospect, not what is important to them.

Once she has established the book’s thesis she begins laying out concrete steps to help create a them centered presentation.

Keller’s advice is given in straightforward chapters that tackle each step of the presentation process from where to begin—deciding on what three things the presentation will center on, to using stories to create interest and to generate an emotional connection, to the actual presentation and constructing and using materials in the presentation.

The focus of the sales presentation shifts from communicating what we think is important about our company to what is of actual importance to the prospect—what it means for them, not what it means for us.  Rather than addressing what we thinks should be important to the prospect, the presentation is refocused to dealing what is important from the prospect’s perspective.

Make It All About Them is a highly practical work that gives the reader guidance on not only the why but the how to perform the various aspects of creating prospect centered presentations.

Although you might not decide that Keller’s form of sales presentations is right for all situations—or you might pick and choose amongst her concepts—I cannot see how you can walk away from the book without wanting to incorporating at least some of her concepts.

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