The document discusses the "Commercial Teaching" sales strategy, which involves challenging customers' assumptions and redefining their needs rather than simply responding to stated needs. It describes the five steps of the Commercial Teaching presentation approach: 1) The Warmer establishes relevance by understanding the customer's perspective; 2) The Reframe suggests a new viewpoint to the customer's problems; 3) Rational Drowning supports the new viewpoint with data; 4) Emotional Impact connects the problems to real pain points; 5) A New Way pitches alternative solutions before finally 6) presenting your product as the solution. The document provides tips for effectively implementing each step to change customers' thinking and make them receptive to new ideas.

1. The Challenger Sale:
CommercialTeaching
andYour Sales Presentation
By Charlie Tranen

2. The Challenger Sale, from the Corporate Executive Board discovered
that successful salespeople challenge their customers by not simply responding
to their needs but actually redefining them
1
The Challenger Sale : Stop Selling, Start Teaching
Provides insight
Helps a customer avoid pitfalls
Offers products and services that the
client doesn’t even know exist
This technique is called
“Commercial Teaching,”
and any teacher will
tell you, it’s all about
your presentation
A good
challenger

3. Applying the lessons of The Challenger Sale and Commercial Teaching
to your presentation can:
2
At Propoint, We BelieveWell-constructed andWell-designed Presentations
Achieve Better Results
Add additional levels
of insight and
persuasiveness
Be another step toward more
memorable presentations

4. 1.TheWarmer
Establish relevance
2.The Reframe
Suggest a new point of view
3. Rational Drowning
Support your point of view with data
4. Emotional Impact
Reveal the implications
5.The NewWay
Pitch a solution
3
The CommercialTeaching Strategy Involves Five Specific Steps

5. PPG Series: Commercial Teaching and Your Sales Presentation
Step 1 —TheWarmer

6. 5
“I Understand WhatYou’re GoingThrough.”
You probably don’t spend all day reviewing corporate presentations like we do,
but you’ve probably noticed that most presenters love to start by talking about
who they are and what they do
Unfortunately, only talking about yourself doesn’t work any better at the
beginning of a client meeting than it does on a first date
If you show your audience you understand them, they will start to pay attention

7. (No Promises That Any of This Will Help You on First Dates)
6
Here Are Some Pointers on HowYou MayWant to KickThings Off
Establish
Relevance
Make
Conversation
Demonstrate Expertise
Start with what they care
about. Show you
understand by defining
some problems they might
have
A presentation is not
a lecture. Allow the
audience to define
their problems
The warmer slide shows
you understand their
position
Stay
Focused
Create
Curiosity
Use
Interactivity
Make it clear you not only
understand their problems,
but the insight you provide
will directly be related
Build suspense. Talk
about what they care about,
so they will want to hear
more
Get the audience talking
about their concerns, and
you’ll be able to direct the
presentation toward insight
relevant to them

8. 7
The Commercial
Teaching approach might
not be as comfortable for
you right now as going in
and leading with your
company’s highlight reel
Beginning with
The Warmer will
demonstrate your
understanding of your
audience
and get them on your
side
There’ll be plenty of
time later to show just
how you’ll solve their
problems and then
close the
deal and improve
their business

9. PPG Series: Commercial Teaching and Your Sales Presentation
Step 2 —The Reframe

10. “The Problem Behind Your Problem.”
9
Tell Me Something I Don’t Know
The Reframe is where you break it to your audience that their problems will not
be solved with the solutions they’ve requested
Don’t get stuck in the old model of selling solutions and not really challenging
them. That’s a world where your client’s commitment is
only as solid as the price you offer and the relationship you’ve built
Now that your audience is all warmed up, don’t just respond to their
needs, redefine them

11. 10
Here Are SomeTips to Build a Successful Reframe:
Stay
Relevant
Be
Surprising
Show
Excitement
Relate to the concerns they
found most relevant during the
warmer
Truly valuable insight may
make their heads spin
Create excitement of learned
insight with
some dramatic graphics
Keep
It Sparse
Deliver
with Poise
Provide the new perspective
with high level design work
Due to the shock factor,
practice presenting
your Reframe

12. PPG Series: Commercial Teaching and Your Sales Presentation
Step 3 — Rational Drowning

13. Not Just Shocking, Also True
12
EstablishValidity
That’s why you need to hold off on the self-promotion a little longer and make sure
they are completely sold on the problem before giving them your solution
It’s very easy to get this far and want to immediately start promoting
your Product
Just because you laid it out brilliantly, doesn’t mean they’re ready to put
money on it yet
The Rational Drowning stage is all about backing up your Reframe
with solid data

14. 13
Make clear
connections
Guide them further
along the same path
by playing off of the
visuals from the
Warmer and
the Reframe
Visualize
data
Rational drowning is
about hard data, use
visual metaphors to
represent the
information in a
memorable way
Some Things to Keep in Mind When
Creating Your Rational Drowning Content
Check for understanding
Your audience needs to
understand you well
enough to explain your
point to others when
you’re not around
Keep
it rational
Build trust by
engaging the
left sides of
their brains

15. Present information in a visual and engaging format and your expertise will matter far more during the
buying process. Customers choose vendors that help improve their strategy
and results
14
The Rational Drowning Step HasTwo Purposes
Providing data Providing a clear display of
expertise
Let the relationship be the result of selling a better strategy, not the entire basis
of the sale

16. PPG Series: Commercial Teaching and Your Sales Presentation
Step 4 — Emotional Impact

17. Objects in Mirror Appear Different Now
16
Bring the Problem to Life
During a successful Emotional Impact step, your
audience will feel personally connected to your
presentation. They will conclude it’s no longer an
option to continue to do things the same way as
before
16

18. 17
Things to Keep in MindWhen BuildingYour
Emotional Drowning Slides:
17
Tell
a Story
Use
Infographics
It’s the best way
to impart a lesson
Customers remember
images so use them to
create visual connections
and support the story
Relate
to Pain
DoYour Homework
The emotional impact
comes when you connect
your story to the pain they
feel every day
Research to anticipate
the customer’s challenges
and standardize your
presentation for relevancy

19. For them, this is the darkest point of the presentation. The
solution they thought they wanted no longer applies, and
they are ready for new ideas
…Now They Agree that Continuing To Do Things the Same Way Just Won’t Work Anymore
18
You’ve Changed theWayYour AudienceThinks…
They don’t see any alternatives yet, but this is where you’ve been building
the whole time

20. PPG Series: Commercial Teaching and Your Sales Presentation
Step 5 — A NewWay

21. 20
WhatThey’ve All BeenWaiting or
At this point,
you may be
tempted to…
Once you present a New Way at this step, you feel an immediate release of
tension. The audience is relieved to see there’s a light at the end of the tunnel
…start
promoting
your product
right away
Force
yourself to hold
off just
a little bit longer
Pitch the
new approach,
not your
product

22. 2121
Don’t get
promotional (yet)
Relate the visuals
to the solution,
not to your product
Alternate
ending
You just created a
story with an
unhappy ending,
now give it a happy
ending
It’s still
about them
Make sure this
new story is still
about them. The
reaction you want
is, “That’s how we
should be doing
it!”
Repurpose
infographics
Think about how
you can change
the infographics
accordingly
Take
your time
Get your clients
on the same
page, wait until
they get it before
moving on
Things to keep in mind
when presenting your New Way

23. 22
Your goal is to educate the
audience with valuable
insight they find useful
You are helping them
do their jobs better,
and this makes you
much more valuable
to your customers
After presenting a New
Way, you are now
ready to offer up that
you happen to have a
product that is a perfect
for this new solution

24. PPG Series: Commercial Teaching and Your Sales Presentation
Step 6 —Your Solution

25. 24
CommercialTeaching
We have the tools you need to solve your problem.”
Now that you educated your audience about their problems and offered better
solutions, you’ve set it all up, your product will be the perfect fit
A tech company might need
a software demo
A financial firm might need
a strategy diagram
A logistics company might
need an interactive map
These should be designed well
and use the technology that’s the
best fit
Your approach
to providing a solution
depends on what type
of product
you offer Make sure your salespeople
have the right tools and know
how to use them

26. Propoint Graphics has over a decade of
experience helping more than 1,000 clients
across a wide range of industries
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