This technique will help you create an amazing persuasive speech outline. In fact, these sales presentation examples can be used in a number of different ways. “Wait… sales presentation? Oh, I’m not a professional salesperson. This may not work for me.” Whether you are a salesperson or just trying to persuade coworkers to accept your ideas, this process is important to success. Obviously, when you create a persuasive speech, you don’t want it to be scripted. A quick outline will typically work much better.
Amazing Persuasive Speech Outline
The post, How to Design a Speech Quickly, we gave a few tips to create a quick presentation outline. In this session, we add a little more detail about how to make your presentation more persuasive. This simple, three-step process will help you persuade event the toughest audiences.
- Change from Feature/Benefit to Problem Solver.
- Identify the Three Most Important Problems that Your Product or Idea Solves.
- Prove to Your Audience that You Can Solve These Problems.
The secret to being persuasive is to show your audience how they can get what they want. It is amazing how so many people will try to be persuasive by being self-centered. For instance, many salespeople will start their sales presentations talking about their product or their company. “My company has 20 years of experience in this industry,” or “This product has a number of different features.” This three-step process will help you think like your audience. When you think like your audience, your audience will more likely agree with your conclusions.
Sales Presentation Examples Using the Three-Step Persuasive Speech Outline.
Step 1: Change from Feature/Benefit to Problem Solver.
Step one in designing sales presentations is to avoid the old “Feature/Benefit” style of presentation. In the old days, salespeople were taught to first identify a feature of the product or idea. Then, tell the audience a benefit to them of this feature. For instance, let’s say that a dentist is trying to persuade her patient to brush longer. A Feature/Benefit statement might sound like, “Brush at least two-minutes (feature,) and you will have better checkups (benefit.)
That is good, but it fails to identify a problem that the patient might be experiencing that he/she wants to fix.
A better way would be to start with the problem statement. Something like, “If you want to avoid another root-canal and crown, try brushing two minutes both in the morning and at night.”
If you are selling a product, think about the customer’s problem, not what your product does. For instance, a feature of a computer might be the speed of the processor. The benefit is a more efficient workday. However, what problem will this increased speed solve? It gets rid of that spinning wheel of death on your computer screen. The point is that when you make the solution personal to the person, you will be more persuasive.
Step 2: Identify the Three Most Important Problems that Your Product or Idea Solves.
If you are sure what you know what the audience’s most important problem is, then you can skip this step. However, most of the time, we won’t have all of the information needed to identify what that single challenge is. So, it is a good idea to create a few different bullet points that each solve a potential problem. That way, you have a better chance of your audience saying, “I definitely want that.”
These three problem statements become the backbone of your persuasive speech outline. An easy way to do this is to just repeat step one a couple of more times. Another way is to ask yourself, “What are the major problems that my product or idea solves?”
For instance, if you are selling a car to someone, these items may be potential problems. “I’m embarrassed to invite friends to ride with me in my old clunker.” “I spend too much money on gasoline.” “My car has been in the shop twice in the last year.” If you know these are the potential problems, you can easily design a series of points that solve them.
Prove to Your Audience that You Can Solve These Problems.
Finally, once you have well-designed bullet points, you have to prove that your solution will solve these problems. The best way to do that is with success stories from other clients or customers.
Going back to the problem statements for the car buyer, we just need some good real-life examples of successes.
“I had a customer last week who told me that she and a coworker carpooled to work. She said that she was looking for a car that more dependable. Although she didn’t come right out and say it, I think she was nervous that she and the coworker would end up stranded on the side of the road. When I handed her the keys to her new car, she smiled and said, ‘I’m driving to work Monday. I can’t wait!'”
For the gas mileage problem, an example that hits home might be in order. The improved gas mileage of the new car may allow the driver an extra couple of days between fill-ups. Over a year, that could add up to over 10 full tanks of gasoline that you save.
Finally, just the fact that the car is new means that it will likely be more dependable. However, if you can reinforce this with a success story, you will be more persuasive. “One of my customers had a job where he commuted over 50 miles, each way, five days a week. He traded in a four-year-old version of this car and replaced it with the exact same make and model. He had put over 125,000 on the car and never did any maintenance except oil changes.”
Put It All Together to Create an Amazing Persuasive Speech Outline
What makes these great sales presentation examples above really work is the basic persuasive speech outline. Start by thinking about the problems that the audience members are experiencing. Next, organize the potential problems into the top three challenges. Finally, use stories and examples to prove that your idea or product can solve these problems. If you do this, you will create a fantastic persuasive speech outline.
If you are looking for a way to design your presentations more quickly and easily, register for a 2-day Fearless Presentations ® class in your area. You will experience the power of these three simple steps first-hand. We’ve trained over 20,000 people in the last 18 years, and we’ve never had even a single person fail to increase confidence dramatically. The process works. It will work for you as well!