Sales Presentations - the importance of visuals
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Using rich visual images is a critical element in a sales presentation
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Sales Presentations - the importance of visuals
- 1. Visuals – Why They Work
- 2. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Visuals More specifically, why visuals work within the context of sales presentation/interactions.
- 3. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Sales Presentation Goals The goals of a sales presentation/interaction is to… 1. Gain a commitment 2. Shorten the sales process
- 4. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Visuals Sales presentations that do not use rich visuals are sub-optimal and lead to sub-optimal results. Moreover, visuals are a mission-critical element in a successful sales presentation and sales process.
- 5. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Objectives Strong visual presentations increase: Engagement Trust Professionalism Effectiveness Revenues
- 6. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Why is this Important? Competition is changing the game
- 7. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Digital Presentations- The New Normal
- 8. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Why? Competition Is Changing The Game
- 9. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Digital Transformation
- 10. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Sensory Marketing And The Sales Challenge
- 11. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential It’s Big Bird’s Fault
- 12. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential The Good Old Days
- 13. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Achieving Engagement… A Modern Problem
- 14. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential It’s Big Bird’s Fault
- 15. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Shrinking Attention Span
- 16. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Shrinking Attention Span
- 17. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Attention Span
- 18. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Leverage What We Know About Sales
- 19. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Two Key Pillars For Success Pedagogy is about communicating complex ideas Gardiners 7 Intelligences or 7 Learning styles
- 20. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Neurophysiology
- 21. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Neurophysiology
- 22. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Neurophysiology: In The Blink Of An Eye
- 23. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Visuals • A picture is worth 60,000 words
- 24. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Sensory Marketing
- 25. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Fast-Growth Companies.. Using Visuals
- 26. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Visuals
- 27. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Fashion
- 28. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Travel
- 29. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Sports apparel
- 30. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Tech
- 31. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Persuasion
- 32. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Influence and Believability
- 33. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Visual Presentations… More Believable
- 34. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Visuals
- 35. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Trustworthiness
- 36. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Trustworthiness
- 37. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Visuals In fact, the ideas impressed John Madejski who made over 400 pounds after he created AutoTrader based on the idea of using pictures of cars!
- 38. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Moving Clients To Action
- 39. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Visuals
- 40. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Visuals The benefits of using visually-rich sales presentations: • Appeals to different leaning styles • Aligns with neurophysiology • Creates persuasive communications • Generates faster decision making • Conveys information quickly • Ensures clients understand/remember • Increases sales
- 41. Copyright © 2018 Life Design Analysis Inc. | Private & Confidential Visuals More competitive space – using interactive digital presentations will become the industry standard: we need to play smarter and harness technology to continue to bring our game …to the next level and create completive advantage
Hinweis der Redaktion
- Welcome to the January Life Design Analysis Webinar! Thanks for taking the time to join us – Im confidant it will be time well spent! Our topic today is Visuals – Why they work! Charlie Mignault
- We will spent the next 10 minutes to consider the value of visuals: an evidence -based approach to the importance of visual aids and visual rich sales tools.
- We should begin with establishing some foundational or fundamental assumptions about sales presentations and client interactions. Lets agree that the goal of a sales presentation is to gain a commitment and accelerate the sales process.
- Here is the operating hypothesis of this presentation: Sales presentations that do not use rich visuals are sub-optimal and lead to sub-optimal results. Moreover, visuals are a mission-critical element in a successful sales presentation and sales process
- Sales professionals who engage clients and use strong visual presentations can achieve 5 critical objectives: increasing engagement, trust, professionalism, effectiveness and ultimately increase sales revenues
- Why is this so important today? A report by Mckinsey consulting last year highlights the reasons why! As you know competition in the Life Insurance space is increasing – and high growth financial services firms are changing the rules of the game.
- One of the changes involves "digital transformation" - high growth firms are increasingly digitizing the consumer decision journey
- The report by McKinsey consulting also found that organizations focused on digital are outpacing firms that are digital laggards. And moreover, Consumers are expecting digital Sales capabilities from their advisors.
- More to the point for today's discussion - firms are investing in interactive digital sales tools and sales capabilities .
- this industry transformation adopts the concept of "Sensory Marketing" and “sensory sales tactics” that have become more important than ever – and are quickly becoming the industry standard. Today, consumers are bombarded with information – advisors need to engage and adapt to the digital transformation. Why? 2 key reasons – the first – consumers expect this level of engagement and 2, over the past 6 years, our attention spans have shrunk from 12 sec to 8 sec. In order to earn our clients time and attention we need to speak to them in a modality that keeps their level of engagement high and meets their expectations.
- And as you know ……..The attention span problem started with Sesame street.
- Remember the good old days with Mr. Rodgers
- Im sure you all can recall Mr. Rogers – very slowly opening the front door sitting down and taking off his shoes – putting on his cardigan....we were patiently waiting for the show to begin…….
- Then came Sesame Street bombarding us with short 20 second mini-episodes....ABCS, then 1,2,3s then Ernie and Burt sharing peanut butter and white bread to make a sandwich.... CO-OPERATION
- So Shrinking attention spans are creating a challenge…… and an opportunity to differentiate from the heard. This 2016 New York Times article outlined the challenges for sales and marketing organizations regarding engagement.
- Essentially making the argument that shrinking attention spans and technology induced multi- tasking are having real implications.
- Implications that are playing out in the business world, in meetings, in day to day interactions...... as this cartoon highlights
- Overcoming the challenge involves playing at a higher level - leveraging insights from science and modern pedagogy will lift our sales presentations: The first - Pedagogy (the subject of teaching) – specifically the subject of teaching concepts and the 2nd science & the pathophysiology behind how we humans consume information.
- Educators know to engage contemporary students they need to maximize the students use of their senses- in classroom interactions. Senses are the gateway to comprehension. Visual aids call for the utilization of senses and thereby facilitate the acquisition of learning and understanding. Visuals assist in effectively communicating the simple into the complex and the concrete to the abstract- advisors need to provide clients with information they can digest easily and gain clarity. William Gardiner, a Harvard educator , explained that there are 7 basic learning styles or Intelligences, and approximately 65% of us are visual learners. Clients need visual presntations to meet their comprehension needs and help them gain understanding.
- The second element is science. Science proves out why we love visuals
- In fact, 90% of the neurotransmitters in our brains are visually oriented – so, visual images get interpreted quickly!
- The brain absorbs images 60,000 times faster than text. In fact, a team of neuroscientists from MIT found that the human brain can process entire images that the eye sees in as little as 13 milliseconds — As we work to convey complex financial ideas and concepts we need to rely on visual images like graphs and pictures to ensure clarity and productivity during our client meetings.
- I guess the old adage is true….a picture really is worth 60,000 words. Utilizing images and graphs will assist clients in Quickly understanding complex concepts leading to quicker decision making and accelerating the sales process.
- Todays sales and marketing leaders know Sensory marketing is changing how we communicate, market and sell.
- Fast growth companies like Amazon focus on using visuals and interactive presentation to accelerate sales
- So is Tesla
- Whowhatwear uses Instagram to sell – over 11,000 likes from this ad! which cost less than $2000 to generate almost 80,000 views
- Airb&b used this Instagram pitch to garner 31,000 likes last August
- Nike found 2M views with this high visual last December
- And Apple believes they are selling simplicity through visual/sensory marketing
- The Life Insurance industry is competing for the attention of these same clients. A study conducted by 3M at the University of Minnesota, concluded that people who use visual aids are 43% more persuasive than those who don’t. The study also established that visuals can improve effectiveness and speaker confidence.
- Influence and Believability are critical to sales interactions: a study at the Wharton School of Business found that presenters using rich visuals were more influential and believable than those presenters using text and verbal alone. In fact, they were found to be seen as 34% more convincing than those who used verbal alone and 43% more effective at persuading their audience to take a desired action.
- Several studies conducted by educational researchers showed that the average speaker who uses visual aids will come across as better prepared, more credible, more dynamic, and more persuasive than a speaker who does not use visual aids. Visual aids give the speaker the opportunity make a more professional and consistent performance. (Kunari, 2006).
- Similarly, The Stanford University Persuasive Technology Laboratory conducted a study the finding suggest that 46% of people say presentation design is the #1 criterion to determining trust and credibility and effects their view of a presenters professionalism. We know professionalism and trust are key elements in the decision to make a referral and to close a deal.
- Advisors depend on believability and trustworthiness, according to this 2017 Gallup Poll, – Finance and Insurance were identified as the 3rd least trustworthy - amongst all industry comparators.
- And this US based Forbes poll ranking honesty and integrity pits insurance salespeople between Lawyers and Senators – certainly an issue that needs to be addressed as a hidden or unspoken obstacle.
- In another study , 64% of participants made an immediate decision following presentations that used graphics and maps vs 20% in the control group who did not use graphics and maps.
- Finally the Wharton School of Business found that when visuals were used, people were “more likely” to say “yes” and act on a recommendation. Evaluating the research …….. this is compelling evidence.
- Visuals induce understanding, memory and act as a catalyst promoting a desired action
- Ok lets sum up the information before us – visually rich sales presentations appeal to spacial and visual learners, they align with the neurophysiology of our brains, they are persuasive, convey information quickly and support comprehension of complex data and concepts -ultimately leading to successful presentations resulting in increase sales.
- In closing, I would like to suggest that the most successful advisors in 2018 will develop high- impact, high- value, customized sales presentations - rich in visual content- that will act as a differentiator and create a sustainable competitive advantage.
- Thanks for your time today – I hope this presentation will lead to greater success for you in 2018.