Over the years, I've gone first, I've gone last
and have been in the middle. (I just won an engagement presenting
fifth out of six contenders.) When you present is certainly a factor,
but most important is how you position yourself from the buyers'
point of view.

Sales professionals who consistently win big deals know that their
approach when presenting first must be different from when they
go last. Contrary to what many believe, going first can provide
you with a competitive advantage. It's a calculated risk, but if
you have accurately assessed the opportunity, when you should go
will be apparent.

Ideally you want to present when your solution will
be perceived as (1) the most unique, (2) having the highest business
value, and (3) meeting more of the prospect's requirements than
your competitors. Of course negotiating the order of vendor presentations
with your prospect is a whole other story. You can read about how
to do that in Chapter 9 of How Winners Sell.

Are you presenting first?

You'll want to go first when you know that there
are gaps between your competitor's true capabilities and what they
will say and do in their presentation. You'll use those gaps in
your planning to professionally set them up for failure by:

• Being highly credible by completely understanding
  your prospect, their issues and requirements and your capabilities;
  


• Setting the bar too high for your competitor
  to reach, forcing them to misrepresent their capabilities;


• Immunizing the prospect against what you know
  the competition will say about you (without being defensive);
  


• Having a strong ally in the account who will
  work on your behalf to ask probing questions during your competitor's
  presentation, which will expose those gaps.

There are risks in going first, even if you are
able to differentiate yourself and build credibility, but a preemptive
strike can put you ahead, permanently.

Are you presenting last?

You'll want to go last when:

• Being highly credible by completely understanding
  your prospect, their issues and requirements and your capabilities;
  


• You are certain that your competition has an
  ally who will report to them exactly what you did and said, with
  enough time for that competitor to devise a strong counter to
  your value proposition;


• You don't fully understand the opportunity, whether
  it be the prospect's requirements, their buying criteria or who
  your competition is;


• When you don't know a lot about your competitor.
  You'll need them to "show their hand" first and get
  information about what they said and did from your coach within
  the account. With that information you can effectively plan your
  presentation to highlight your unique value.

There are risks as well as advantages to presenting
first or last when your solution is being evaluated. It's your ability
to accurately assess the situation and devise an appropriate course
of action that will make the difference between winning and losing.

©2002 -- The Stein Advantage, Inc. All Rights
Reserved

About The Author:

Dave Stein is the author of the best-selling book, How Winners Sell.
He is the president of The Stein Advantage, Inc., a sales consultancy
that coaches companies to win highly competitive sales opportunities.

http://www.thesteinadvantage.com

http://www.howwinnerssell.com

Contact Information:

The Stein Advantage, Inc.

69 Woodland Road

Mahopac, NY 10541

(845) 621-4100

© Copyright 2003 by SalesVault.com

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