b'SALES & MARKETING CSIA 33continued from pg.31Instead . . .Showtheprospectwhatyour productsorservicesdidforthe customerinyourcasestudy.If possible,quantifythoseresults. Then have the customer tell in their ownwordswhattheirrelationship with you did for them. Discuss how theirinteractionswithyousolved their problems.Why avoid these five critical presentation mistakes?Mistake #4: Educate the potentialYou will find that rather than your prospect drifting customer about your products andoff during your delivery, because you are actually services. making them the protagonist of your story and talking about them, they will become more engaged with Theprospectmayhavealreadydonethisafteryou. Once they become engaged, your presentation completingaGooglesearch.Infact,theymaywill become more of a conversation and less of a already be armed with too much information. monologue or lecture, putting you more at ease. But more importantly, once the prospect finds that you Instead . . . have put the focus on them and their needs, and not on you, you will be more likely to get the sale!Discussindustrytrends.Showthemthatyou areknowledgeableaboutyourmarketplace. Ted Janusz is a Certified Speaking Professional Your customers dont need more data, they needand a Certified Virtual Presenter who has delighted epiphaniessomeonetomakesenseofitallaudiences for over 7,500 hours on relevant business forthem.Educatethemonhowtoconductatopics in 49 of the 50 United States, across Canada comparisonbetweenyourofferingsandthosefrom Halifax to Vancouver, and in Australia, Mexico ofyourcompetitorswithoutbad-mouthingtheand Puerto Rico. ted@januspresentations.comcompetition.Mistake #5:Tell the prospect why you have the best products and services.Marketing guru Dan Kennedy said that the number one marketing mistake he sees his customers make is a lack of collecting and using testimonials.Of course, the prospect expects you to say youre great. But who else says so? Is it someone they knowortrust?Isitsomeonewhoseopinionthe prospect values? That will always be worth more than your own marketing puffery.csiaonline.org'