Here
is a question I get asked often by my audiences and readers:

"Is is better to present first or last during an evaluation?"

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.

©2002-2004
-- 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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