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Audio Transcript Auto-generated
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Hi, everybody.
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Today I want to talk about the fact that the
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job of a presentation has changed on.
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It has a lot to do with this.
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So this is what my desk looked like in 1996?
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Yes, there was a computer.
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Ah, nde.
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When you think back to 1996 or any time more
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than 10 15 years ago, if I wanted to buy
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anything from a company, then I would phone up the
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reception. They would send me a brochure on Normie.
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A sales person would come, and their job was to
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give a presentation that would convince me that it's a
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good job to do business with them.
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So the job of a presentation was this to transfer
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information. And hopefully they did it in a way thatwas
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inspiring and elegant and powerful that would convince me toe
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be their customer.
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But then something came along that changed everything.
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And it was this the Internet.
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So when the Internet came along in a big way,
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and more importantly, things like inbound marketing came along the
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place where I went to find information changed because it
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was no longer about talking to the company.
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It was about going to their website, and if marketing
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is doing a good job, then I can find out
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a lot of information there about the things that I
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want to buy now.
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A good way to show this human behavior is BMW
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BMW. If you think about it.
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The car showroom hasn't really changed in 30 years on
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what BMW noticed is that the customer behavior was changing.
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So instead of come in six or seven times to
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the car showroom, people were coming once, and there were
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becoming once because they've already done their research online.
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But why did they still come to the showroom?
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They came because they had two or three questions that
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were important to them.
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But they couldn't find that information elsewhere, either on the
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website or in a chat forum or something like that
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well from one of their friends.
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So what BMW decided to do was to change the
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conversation that happens inside the car, show her.
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Then they launched the BMW genius program on the BMW
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geniuses. Their sole objective is to get into a conversation
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with the customer and find out what are the gaps
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in the information that's preventing them from saying Yes, I'm
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going to go ahead and buy this BMW on dhe.
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Yes, you've guessed it.
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That's the job of your presentation these days, because when
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somebody agrees to let you present to them, I can
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almost guarantee that they're gonna be 50 60 70% of
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the way through their decision.
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The reason that they have allowed you to have a
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do a presentation with them is because they have a
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few gaps in their information.
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And I always say, You know, especially if you're in
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sales. Have you ever had that?
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You know, email or phone conversation where they say, Just
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email me the deck and just email me.
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The deck is a great symptom off.
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I just need two or three ounces.
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I don't want the whole 20 minute pitch.
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So finding the gaps in the information is the job
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of a presentation today.
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So how do we do it?
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Well, that has a lot to do with what we
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call conversational presenting.
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And it's this little switch from Instead of the presentation
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controlling the conversation, it flips.
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Now. The conversation controls the presentation, and it's about going
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into that meeting and saying, Thank you for giving me
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20 minutes of your time.
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How can we best spend it on depending on what
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they say?
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That's where you start the presentation.
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So you still control the end point?
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You still you know, say, this is where I want
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20 but the end of this conversation.
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But you let the person you're presenting to control the
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journal based on what information do they want out of
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this meeting?
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It's really, really powerful, but it requires you to build
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a presentation in a slightly different way.
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So the idea is you build one presentation that has
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almost every single bit of information in it that you
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need, You know, most sales people that I talk to
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say. Look, I know 95% of the questions I'll get.
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I just don't know which questions were coming, which meeting?
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Well, here it doesn't matter because you do the work
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up front.
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You build this really amazing presentation, which has everything in
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it. But you present a different version off it each
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time, depending on how people answer that question about what
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do you want to know in this meeting?
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So it's really powerful.
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It's this way of giving control over to your audience
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that will still get you dissertation.
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You two at the end of the meeting.
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So that's today's tip.
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Conversational presenting I'll see you next time.