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Improving Your Sales Presentation Outcomes with Terri Sjodin

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Quote: “Have you done your homework? Have you done your research? How are you addressing your topic in a way that is unique from your perspective?” Terri Sjodin

As a speaker, there are many hats that we must wear. One of them (and perhaps the most important) is salesperson. No one else can sell us quite as well as we can sell ourselves, so when you’re heading into that meeting or getting on that call, you must be prepared. On this episode of The Wealthy Speaker Show, we’re thrilled to welcome Terri Sjodin to share her wealth of knowledge in the arena of sales presentations and how you can make sure yours is the one that wins the gig. 

Terri is one of America’s most highly sought-after sales speakers and has trained and motivated thousands of people from all over the world. Her unique specialization is advancing the persuasive presentation skills of professionals. She is the author of the national bestselling book Small Message, Big Impact (Penguin/Portfolio), which hit the New York Times’ Hardcover Advice & Misc. bestseller list, Wall Street Journal Hardcover Business bestseller list, and USA Today Money bestseller list. Her new book, “Presentation Ready” (McGraw-Hill), was released in March of 2024.

Read Full Transcript

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Jane Atkinson: Well, welcome everyone to the wealthy speaker podcast today on the show, we're gonna be talking about how to be presentation ready. But what I mean by that is how to be ready for a sales presentation that gets you the business that gets you the gig now here with us is someone who I've considered a sales guru going all the way back to my Speakers Bureau days in Dallas.

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Jane Atkinson: the amazing Terry show Dean welcome to the show, Terry.

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Terri Sjodin: Thank you, Jane. It's really an honor. I've been a listener for a long time, so.

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Jane Atkinson: That's a.

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Terri Sjodin: To actually be on your show.

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Jane Atkinson: Oh, my gosh! Well, we used to book you. I I'm sure it had to be over 20 years ago at have you been in the business plus years.

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Terri Sjodin: It's going on 30 plus years. Believe it or not. So.

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Jane Atkinson: I I think I'm gonna just start seeing, you know, at 30. I'm not gonna say.

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Terri Sjodin: Yeah.

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Jane Atkinson: I that just sounds icky.

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Terri Sjodin: Exhausted.

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Jane Atkinson: Anyway, you have had an amazing

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Jane Atkinson: speaking career. Talk about your let's start with where you are currently. But then I'm gonna circle you back to the beginning.

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Terri Sjodin: Okay.

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Terri Sjodin: So I

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Terri Sjodin: was very fortunate. When I was in high school. I had a high school speech coach. His name was Jim Keforio, and he took 3 of us from the time that we were sophomores, and really groomed us to be incredibly competitive in speech and debate, and because of his incredible coaching. We were way ahead of the pack. So I've been a speech geek since early on I competed in college. And what I learned very early on was the gift and the power of the spoken word.

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Terri Sjodin: Because when you enter a speech tournament and I know many of your listeners probably competed in speech and debate on some level. But if you are not familiar with this sport

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Terri Sjodin: it really, it teaches you so much like you learn early on that. It really does not matter where you grew up, or, what high school you went to, or what college you went to, because it's a very nondescript experience. A group of kids will roll into a tournament room. There's no matching uniforms. You really just are in number. And then, at the end of 3 preliminary rounds.

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Terri Sjodin: the kid with the highest scores prevails. So for better, for worse, you get feedback early on, and I loved it. I found it intellectually stimulating, and the lessons that I learned so early on in speech and debate just transferred so nicely to what I'm doing today.

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Jane Atkinson: Nice, nice. So your your model, your business model today is, talk about, is it speaking? Is it training? Is it consulting? Wh, what does your business look like today? We're gonna talk. By the way, shortly about, you've just written your fifth book, which is what we're kind of formatting this

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Jane Atkinson: this podcast. About so you know, you've come a long way, baby, and

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Jane Atkinson: excited for you. So

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Jane Atkinson: just a snapshot of how much you're speaking, etc.

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Terri Sjodin: So predominantly. I'm still a keynote speaker, and then from keynoting spins into my workshop. So I have a you know, a a fairly infamous workshop which is lovingly called Hell night but we formally call it the small message, big impact workshop, where I help people build and deliver more polished and persuasive sales presentations in a short period of time. So my niche is that I focus on helping people

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Terri Sjodin: craft their sales presentation so that they can get the win, that the deal or the opportunity that they're looking for.

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Jane Atkinson: So those would be good. Those small message, big impact workshops would be good for professional speakers to come to right.

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Terri Sjodin: Well, I don't do them A B to C, so it's only B to B, so I don't have an individual workshop that somebody could sign up for. But it would be, for example, if a large lending industry client. Said Hey, Terry, we have 18 high potentials. We want you to train them. It's a customized workshop based on their messaging.

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Terri Sjodin: and so it is much more intricate in detail.

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Jane Atkinson: Okay, fair enough, fair enough. Okay. So let's talk. Tell everybody the name of this. Your fifth book.

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Terri Sjodin: So the brand new book is called Presentation Ready. It's published by Mcgraw Hill. It officially just came out, as you know, on March fourteenth, and it is the it addresses

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Terri Sjodin: a very specific question tied to a research project that I completed. So we can kind of go back in time. But what put me on the map is that I originally wrote a book many moons ago called New Sales Speak, which addressed the 9 biggest sales presentation mistakes that people make and how to avoid them so fast forward after almost 20 years I wanted to revisit this question.

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Terri Sjodin: you know, does making a sales presentation mistake cost an individual a win a deal or an opportunity. And so I went back, and I visited with a colleague of mine who's the head of the Communications Department at San Diego State University. And I said, Look, I really wanna revisit this research. And I wanna do a formal study, and with their cooperation I did a multi

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Terri Sjodin: year 3 phase, deep dive, research study which addressed this question, and ultimately what we found is that not only did the 9 mistakes still play out, but that there are 12 mistakes that can cost an individual the opportunity that they're looking for. And so we curated that list. It then morphed into a course for Linkedin. It were morphed into the underpinnings for this particular book.

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Terri Sjodin: And so it's really evolved from the essence of this beautiful new research which we just wrapped up in 2023. So it's current. It's fresh. It's meaty. And I think it can be really helpful to people.

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Jane Atkinson: So this is the thing that our listeners need to go out and grab. I'm assuming it's available all across all the platforms.

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Terri Sjodin: Bookstores, nationwide Amazon, indie, press.

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Jane Atkinson: And speakers could.

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Terri Sjodin: Noble.

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Jane Atkinson: Linkedin speakers could do the Linkedin course, too, could they not.

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Terri Sjodin: Right. If it's if you're on Linkedin premium, it's complementary and if you aren't on Linkedin premium, you can actually still watch this 34 min. Course, I think it's a I think it's 2499. If you want to watch it on Linkedin.

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Jane Atkinson: That's money well spent, if you ask me. So

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Jane Atkinson: you talk about how to deliver an impactful sales presentation, even when you have like no prep time. Okay. So somebody says, I wanna meet with you, and it's gonna be in an hour.

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Jane Atkinson: What what do we do.

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Terri Sjodin: Such a great question. So

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Terri Sjodin: within the 12 mistakes, it's divided into 3 categories. So first, you want to think about your case development. What is my persuasive case? Then you want to think a little bit about your creativity. How will I say what I say in a very unique way, so that it lands in the mind of a listener, and and

00:07:08.760 --> 00:07:10.939
Terri Sjodin: in a way that makes them go. Oh.

00:07:11.120 --> 00:07:30.909
Terri Sjodin: you know I've heard this before, but the way you're saying it. It's landing in my mind in a different way, and that just kind of changes the conversation. And then the third aspect, of course, is your delivery, which includes your eye, contact, and your body language, and your use of, and humor and drama, etc. So, to answer your question, we have to go to the first pivot piece.

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Terri Sjodin: which is when you're getting your head in the game, and you know you only have a short amount of time. The first aspect you're gonna think about is your case. What are your arguments? What separates you from other speakers, for example. So

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Terri Sjodin: I wanna know when I'm when I'm about to present myself, I wanna listen to a little bit about what is that? Clients goals? What do they need? Because they they might actually think that they need something specific. But then, when I share what I can do that makes me different. They might go. Oh, my gosh! That's everything we never knew. We always wanted right, you know, a lot of times you want to. Listen, address, but then

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Terri Sjodin: create and inspire them to look at something else. At the same time.

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Jane Atkinson: Oh, okay, so

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Jane Atkinson: I I have genuine curiosity about the things that make speakers different.

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Jane Atkinson: I think that every speaker says I'm gonna do all my research and homework and things like that. Talk to me about what

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Jane Atkinson: what you mean when you say, differentiate yourself.

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Terri Sjodin: So we can even take my category, which is public speaking. I mean, if you type in public speaking and a search engine you, I think you get something ridiculous, like 10 million hits. So in the world of this specific lane which is public speaking and persuasive presentation skills, I have a very specific lane that

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Terri Sjodin: if you come into my lane you better be prepared. And and I mean that with love, because

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Terri Sjodin: I have a formal research study that was done over 5 years that incorporates pre pandemic mid pandemic and post pandemic legitimate research specific to a sales professional, and how they get the wins or the deals there is Roi that's measurable as a result of a workshop.

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Terri Sjodin: We stimulate ideas that will help them to course correct faster, so I can help people save time and money. I help to do it a lot easier, and I do it in a way that really none of my contemporaries do. So

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Terri Sjodin: when you're talking about your research, we're not talking about. Did you do your homework in the space I'm speaking about tactical, practical, real live research that's measurable and statistically viable. Right? This is real research.

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Jane Atkinson: That's real research. And everybody. Let's just assume that everybody does their homework. Let's just assume that everybody has a bazillion testimonials from people that. Say, you're a good speaker like, set those things aside and really dig deeper is what I'm suggesting. And you have done. I mean literally decades

00:10:21.460 --> 00:10:28.050
Jane Atkinson: research here that sets you apart. I think it's interesting. I've always known you

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Jane Atkinson: in the selling space, but you really compete in the presenting to sell space. That's like a narrow, even a narrower niche. And I think that that's the you know you've done a great job of going from this sales space, which is super super broad down to a. I can teach you how to give a presentation and be persuasive and get the business.

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Jane Atkinson: That's like where the rubber meets the.

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Terri Sjodin: Road right? It's not you know, at the end of the day you can have

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Terri Sjodin: the greatest widget in the world.

00:11:03.720 --> 00:11:04.450
Jane Atkinson: Hmm! But.

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Terri Sjodin: Your sales team that's on the street. I help them to get the information out of their head, across their lips and into the mind of somebody else who's going to make a buying decision, and how this translates to what speakers do

00:11:17.250 --> 00:11:34.240
Terri Sjodin: is when, when my speaker friends call me, and they say, Hey, Terry? You know I I wanna dominate my lane, or I wanna be, you know, one of the best, most consistently booked speakers. I'll say, okay, well, let's look at it from 2 perspectives.

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Terri Sjodin: First of all.

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Terri Sjodin: my mentors have always said.

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Terri Sjodin: Be the best at what you do, because you are the best at what you do.

00:11:44.426 --> 00:12:00.680
Terri Sjodin: Meaning have you done your homework? Have you done your research? How are you addressing your topic in a way that is unique from your perspective. You know, if you're using everybody else's research, really, not an a unique voice.

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Terri Sjodin: So I I think it's important for people to really do.

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Terri Sjodin: Do them like, figure out why your homework, or why your research contributes to the conversation as a thought leader. You can't just call yourself a thought leader. You have to originate thought like, and then research it. It's and then it's not something you call yourself

00:12:26.745 --> 00:12:47.240
Terri Sjodin: it's what somebody else calls you. It's it's very different. If Jean, you call me a thought leader in the space. Or if I say I'm a thought leader in the space, it's ridiculous, like I I just. I think it's a very interesting conversation piece about identifying what makes you unique and and earning that moniker, if you.

00:12:47.240 --> 00:12:52.180
Jane Atkinson: And let's let's take a side little rabbit hole here for a second out

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Jane Atkinson: doing the work

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Jane Atkinson: because you've been in this business for over 30 years. I've been in this business for over 30 years. We both written more than 5 books or 5 books or more, and

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Jane Atkinson: I I just think that there's something to be said for not expecting that year one, you're gonna have this massive, raging success. And I think you and I kind of probably stepped into the industry and had up because we were hustlers. We had a pretty good time, you know, year one, but that's not, but really expecting to dig down and do the work

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Jane Atkinson: is something that I don't think the message can be said loud enough.

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Terri Sjodin: Well, no, I love that. We're talking about this because it also speaks to

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Terri Sjodin: having longevity

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Terri Sjodin: because you could even come out the gate and be hot like you could be the flavor of the year. We've seen lots of people that come in hot. They do really well for a year, maybe 2. And then there's somebody else that's hot.

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Terri Sjodin: And so what we're really trying to do is you're you're trying to create a career that's going to

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Terri Sjodin: stands the test of time, the highs and the lows, the evolutions, the morphing. I think of it like a band. You know, the bands that have been really done very well. It's not because they're like they're not the neck. And my Sharona, that has one big great hit where, like they're the hottest thing they're they're the Madonna's. They're reinvent themselves over time. They're the rolling stones that reinvent.

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Jane Atkinson: Yeah.

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Terri Sjodin: Themselves. It's not one album or one single. It's a. It's a career of albums with multiple singles. And some of them just aren't hot anymore, right? Like it doesn't matter. But then, and maybe somebody wants to hear your classics. But they also wanna know, hey, do you have a new song that's just as amazing. And then you go. You get the whole range of that

00:14:53.690 --> 00:15:00.500
Terri Sjodin: individuals content when you go see their new epic keynote because it's been curated with depth over time.

00:15:00.500 --> 00:15:25.430
Jane Atkinson: Yeah, I would. I just did a little social post about interviewing all of your material. So interview all your stories. I think this is either an Eric Chester or Mark Sharon Brock technique, but throw it all out and then interview it. Make it all. Either make the cut or not make the cut to come back into your presentation. And you have new research. So of course, the old stuff is.

00:15:25.430 --> 00:15:46.260
Jane Atkinson: it's gonna go out. And every time you get a Terry shooting presentation, you're gonna get something that's hot and current and valuable to you. Now, there are some classic things that are still gonna be the same in sales, right that you think that you've been talking about for years. But let's go specifically drilling down onto speakers

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Jane Atkinson: and talk about what some of the mistakes. So you have 12 of them in your book. Go by the book, we what? We don't have time to cover all 12 today. But let's talk about the ones that you see speakers making when it comes to their kind of presenting to either get the gig or not.

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Terri Sjodin: So I'll begin by being incredibly transparent, and confess that I have personally made each one of the 12 mistakes that are listed in the book.

00:16:14.620 --> 00:16:16.303
Jane Atkinson: I'm sure I have also.

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Terri Sjodin: And that's why I know they're so costly. There were 5,000 participants in the research study over the almost 5 year period and through the 3 phases, and of the 12 mistakes there are 3 that always rose to the top, regardless of industry.

00:16:34.410 --> 00:16:34.750
Jane Atkinson: Okay.

00:16:34.750 --> 00:16:57.310
Terri Sjodin: It doesn't matter if the individual was selling a product, or they were selling a service, or whether they were selling a cause. And so the first thing is, I hope, that sales professionals who are speakers and speakers who are sales professionals feel this for a moment like, put that hat on your head, because when I work with sales, when I work with speakers, they are like, I don't want to sell.

00:16:57.310 --> 00:16:59.320
Jane Atkinson: Yeah. Wear the hat.

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Terri Sjodin: Right, where?

00:17:00.880 --> 00:17:01.170
Jane Atkinson: Yeah.

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Terri Sjodin: For the rest of this conversation, put it on and like, and and become your best salesperson.

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Terri Sjodin: And then, when you do that, you can think about the mistakes that we're gonna address.

00:17:13.310 --> 00:17:14.119
Jane Atkinson: Okay.

00:17:14.819 --> 00:17:27.829
Terri Sjodin: Number 3. Again, no particular order, but the number one, the number 3. Biggest mistake that most people self confess in the speaking world is very similar to the rest of the world. It's not that different. They really do track.

00:17:27.879 --> 00:17:29.619
Terri Sjodin: and that is that they wing it.

00:17:30.060 --> 00:17:31.969
Jane Atkinson: Oh, no! We think oh, you know what.

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Terri Sjodin: Yeah, I do this for a living. I'm a speaker. I'm gonna roll in hot into a call. And ultimately what we hear back from the listeners or observers is Omg. I felt like that speaker was trying to give me their keynote in 5 min. That's not what you're trying. You're trying to do right.

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Jane Atkinson: That again, please, because that's ding, ding, ding winging. It is getting on a sales conversation and delivering little chunks of your keynote.

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Jane Atkinson: That's we need to be speaking to the outcomes of what people are going to get when they when they hire you, not. You don't need to give snippets of your keynote. Thank you. Thank you for saying that.

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Jane Atkinson: Wonderful! What's number 2?

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Terri Sjodin: Number 2 also relates to this topic, which is there

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Terri Sjodin: they have a tendency to conclude, but they do not close.

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Terri Sjodin: They don't ask them to book them. They don't. They say, okay. So if you have any questions, please feel free to, you know, to call me, let me know. I'll follow up with an email, or they may end with, do you have any questions? And then people say, no. And then we say, Okay, thank you so much for your time. They hang up the font. So again, when you put your sales hat on.

00:18:48.100 --> 00:18:48.540
Jane Atkinson: Yes.

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Terri Sjodin: And people say, Well, it's the Bureau's job to close.

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Terri Sjodin: and I have a relationship with my bureau partners like they know if they put me on the call. Most of my bureau partners would tell you. We don't even have to be on the call.

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Jane Atkinson: Diary!

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Terri Sjodin: I'm gonna close this baby right? And then I just tell them what we need to do. I make their job easy, and when I'm on the events. It's the same thing. If I'm at an event. And people say, Oh, we're really interested and potentially booking you, I get all the information

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Terri Sjodin: I would love to come back. Tell me who I need to talk to like. Can I get your number.

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Jane Atkinson: How are you?

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Terri Sjodin: What are you looking for? And then I find out.

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Jane Atkinson: App.

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Terri Sjodin: What they need, whether I'm gonna follow up with it directly, or I'm gonna hand it off to the bureau as a much more rich and solid lead.

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Jane Atkinson: Oh, I love this conversation. What if the second last question is something around? Okay. So we've had this conversation today. Can you tell me what your decision making process is, and they might say, Well, we you are Speaker number 4 of 5, and we are going to go meet with the committee and blah blah blah! Tell me how you respond when they say it's a committee thing or something like that.

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Terri Sjodin: Well, first, I want to get them excited. So so there's little things that I do that make my program different, which is proprietary, but when I get them that is so cool. No, I think that's a piece of the puzzle that we really wanna do. Then I, when I get to it. I just have a line. I'll give you the line that I use. I just say

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Terri Sjodin: so. Would you like to move forward.

00:20:27.530 --> 00:20:28.054
Jane Atkinson: Oh.

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Jane Atkinson: so

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Jane Atkinson: so simple, so easy! And if they say.

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Terri Sjodin: Sounds scary like people say.

00:20:38.020 --> 00:20:39.950
Jane Atkinson: Yeah, I'm not gonna use that.

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Terri Sjodin: Thank you. Tom.

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Jane Atkinson: So would you like to what I often will do as a coach? Right? So I'm kind of

00:20:47.128 --> 00:20:58.609
Jane Atkinson: booking people into my schedule, so I will say so. When would you like to get started? Because coaching is more of an open timeline, so would you like to get started.

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Terri Sjodin: Would you like to move forward? I say.

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Jane Atkinson: Yeah. And then I will actually give them my calendar before they've even signed up, or anything. I'll say, go ahead and just book your first, and now they've got it, and once they make the booking for their first coaching call with me, then we're done. I mean, the deal is done as far as I'm concerned. So so would you like to get started.

00:21:21.650 --> 00:21:22.170
Terri Sjodin: Forward. I think.

00:21:22.170 --> 00:21:22.509
Jane Atkinson: Would you like.

00:21:22.510 --> 00:21:23.539
Terri Sjodin: To move forward. Yes.

00:21:23.540 --> 00:21:24.510
Jane Atkinson: Like, how

00:21:25.560 --> 00:21:30.439
Jane Atkinson: would you like to move forward? So how many people miss that? So

00:21:31.010 --> 00:21:33.498
Jane Atkinson: so good. Okay, let's give them number one.

00:21:33.810 --> 00:21:41.600
Terri Sjodin: Okay. Number one. Biggest mistake is that most people have become overly informative versus persuasive. They data dump.

00:21:42.870 --> 00:21:44.190
Terri Sjodin: So winging it.

00:21:44.300 --> 00:21:52.170
Terri Sjodin: Number 3, number 2 is, they conclude they don't close. And number one is, they're overly informative versus persuasive.

00:21:52.170 --> 00:21:53.160
Jane Atkinson: Hmm.

00:21:53.340 --> 00:21:55.500
Jane Atkinson: say more about that. Okay.

00:21:55.710 --> 00:22:11.599
Terri Sjodin: So most people say, but that's our job. Our job is to be informative. And I would argue again. Remember, my background is in speech and debate. There is a big difference between an informative talk and a persuasive talk and informative presentation by design is really supposed to be

00:22:14.160 --> 00:22:15.570
Terri Sjodin: to promote learning.

00:22:16.040 --> 00:22:16.510
Jane Atkinson: Okay, right?

00:22:16.510 --> 00:22:40.380
Terri Sjodin: Right. So the only people that really get paid for disseminating information is teachers. When you're actually on the platform, you are informative. But when you're trying to get the gig, your job is to be persuasive. I would argue as a speaker. Your job is to be both informative and persuasive. Right. You're supposed to inform them and persuade them to take action on the information that you're providing in that when you've got your sales hat on.

00:22:41.980 --> 00:22:45.130
Terri Sjodin: you are not predominantly informative.

00:22:45.310 --> 00:22:47.730
Terri Sjodin: And let me explain why? Because.

00:22:47.770 --> 00:23:14.719
Terri Sjodin: again, an informative presenter is supposed to be unbiased. They're supposed to tell all sides of the story. They're supposed to be cooperative versus competitive, and their sole purpose is to promote learning. That's what an informative spent speaker does. So if I was to go out into the field, and people will say, Oh, we're looking at a speaker who speaks on presentation skills. If I was really just informative, I would say, oh, well, great! I brought all the information for Patricia Fripp and Phil Jones, and here's mine, and you can pick anyone

00:23:14.720 --> 00:23:41.439
Terri Sjodin: because I have no attachment to the outcome or who you choose. Unless I'm doing that. I'm not an informative presenter. Right? I'm a persuasive presenter. I might say they are lovely. As a matter of fact, all you know, the 2 people that I just address that you're considering are friends. However, this is what separates me from what Phil does versus what Patricia does. And this is how I feel. I'm I might bring a unique perspective for your audience.

00:23:42.170 --> 00:23:48.790
Terri Sjodin: I I want to be complimentary of them. But I'm gonna I'm going to be competitive. I want to be persuasive.

00:23:48.790 --> 00:23:50.959
Jane Atkinson: I'm gonna share how you're different. Yeah.

00:23:50.960 --> 00:23:59.259
Terri Sjodin: Yes, you have to be able to clearly define what it is that makes you different, and what the benefit is for them like. Why do they need you?

00:23:59.520 --> 00:24:18.629
Terri Sjodin: Why do they need you? And so again, that's the difference. And and you're you're driving them to a process which, again, is a much different conversation for a different day. But what a persuasive presentation does a persuasion, persuasive presentation by design has intent.

00:24:18.700 --> 00:24:27.310
Terri Sjodin: It means it's a mutual process involving the presenter and the listener. But you want the listener to do something as a result of the message.

00:24:27.310 --> 00:24:27.740
Jane Atkinson: You know.

00:24:27.740 --> 00:24:33.780
Terri Sjodin: Cooperative versus competitive, and its sole purpose is to promote an action

00:24:34.570 --> 00:24:36.620
Terri Sjodin: right? You want them to do something.

00:24:36.830 --> 00:24:38.300
Terri Sjodin: It has an ask.

00:24:38.300 --> 00:24:42.849
Jane Atkinson: You get them so whooped up they have to move forward with you.

00:24:42.850 --> 00:24:55.570
Terri Sjodin: You have to ask them right. If you don't ask them to do something they're probably gonna say, thank you so much for all this information. We'd like to think about it, and a lot of times speakers set themselves up for. And I'd like to think about a response.

00:24:57.140 --> 00:24:58.919
Jane Atkinson: Which is the kiss of death.

00:24:59.150 --> 00:25:00.889
Jane Atkinson: not not in a.

00:25:00.890 --> 00:25:02.729
Terri Sjodin: It's certainly a delayed kiss.

00:25:02.730 --> 00:25:03.255
Jane Atkinson: Yeah.

00:25:05.320 --> 00:25:09.640
Jane Atkinson: Now tell me with this topic that you have.

00:25:10.390 --> 00:25:29.419
Jane Atkinson: Have there been specific verticals, like people who sell big ticket items, or people who sell luxury brands. Or, you know, something? Has there been a really specific vertical that has said, we need that, Terry. You know you're our person in our space.

00:25:29.550 --> 00:25:30.740
Terri Sjodin: So I

00:25:31.110 --> 00:25:34.149
Terri Sjodin: my my tart. We only have so many hours in a day. Yeah.

00:25:34.330 --> 00:25:34.509
Jane Atkinson: So.

00:25:34.510 --> 00:25:52.910
Terri Sjodin: So I target a very specific client base. I focus on people whose livelihood is dependent on their ability to build and deliver a persuasive presentation. So if you aren't in the presentation space, I'm probably not your girl like I. I'm not going to go after the customer service client.

00:25:53.446 --> 00:26:12.740
Terri Sjodin: I'm going after the people who sell the client and customer service takes care of them after the fact. Right? So if you're in financial services, I'm your girl. If you're in pharmaceutical sales, I'm your girl, if you are. What if you're selling a cause? And you and people were like I? I'm in the philanthropy space.

00:26:12.800 --> 00:26:33.729
Terri Sjodin: That may be true, but if you don't get people to contribute to a time, talent, or treasure, then you just have a lovely cause with no money. Right? So, you're calling me for a very specific reason. You want to help. Your salespeople can convert more transactions as a result of a presentation.

00:26:33.730 --> 00:26:40.820
Jane Atkinson: Okay. So back to the ideas and the process. Talk a little bit about

00:26:41.050 --> 00:26:45.759
Jane Atkinson: when you first are a lot of your calls. Now on Zoom.

00:26:45.760 --> 00:26:46.450
Terri Sjodin: Yes.

00:26:46.450 --> 00:26:56.289
Jane Atkinson: Okay? So you get on the zoom with a prospective client. How do you create connection with them? Quickly?

00:26:57.810 --> 00:27:11.700
Terri Sjodin: Well depends on how much information and how much time you have. Right. So if I have a client, then I know who they are ahead of time. And again, if it's coming on a referral which at this stage of the game.

00:27:11.700 --> 00:27:12.640
Jane Atkinson: You're probably.

00:27:12.640 --> 00:27:13.426
Terri Sjodin: Right? We're.

00:27:13.820 --> 00:27:14.180
Jane Atkinson: Can you.

00:27:14.180 --> 00:27:20.619
Terri Sjodin: You and I are. You and I are. We have the luxury of now that it comes with 30 years.

00:27:21.100 --> 00:27:34.110
Terri Sjodin: Significant portion of our work comes from referrals. And then it comes from Bureau. So from those 2 perspectives, I can get a little bit more data about the individuals before I jump on the call.

00:27:34.387 --> 00:27:57.392
Terri Sjodin: But then I'll just ask them like a big giant softball. I'll just say, you know. Thank you so much for the opportunity to visit with you today before we get started. I wanna be respectful of your time. So can you tell me. You know what's really important to you in the speaker that you're about to select for this meeting? And do you have any specific outcome that you really want them to feel when that speaker walks off the stage.

00:27:57.670 --> 00:27:59.060
Terri Sjodin: They're like, woo.

00:27:59.060 --> 00:28:04.409
Jane Atkinson: You get right to it. And they're like, Okay, well, she cares about us.

00:28:04.670 --> 00:28:05.290
Terri Sjodin: Yep.

00:28:05.490 --> 00:28:06.080
Jane Atkinson: Immediately.

00:28:06.080 --> 00:28:10.439
Terri Sjodin: And I'm gonna take out a speaker who goes. I do this, and I do this, and I do this, and I do this

00:28:10.760 --> 00:28:15.024
Terri Sjodin: like Wawa, I will take you out. I'm very competitive right.

00:28:16.180 --> 00:28:16.860
Jane Atkinson: And so.

00:28:16.860 --> 00:28:32.080
Terri Sjodin: I hope that this is stimulating the minds of the speakers that are on the call, because I share all of this because I want you to win. Look when we, when the whole philosophy of the National Speakers Association is is that there's there's plenty of pie.

00:28:32.210 --> 00:28:42.799
Terri Sjodin: you know. You just have to figure out what your slice of the pie looks like, and then I work to, you know, to be the go to, girl. I want my clients

00:28:42.870 --> 00:28:50.900
Terri Sjodin: when somebody calls them and says, Do you have a speaker referral? This is what our issue is. I want my clients to say, oh, you have to call Terry shooting for that.

00:28:50.900 --> 00:28:55.190
Jane Atkinson: There's only one person. Yeah, there's only one person. So

00:28:55.320 --> 00:29:00.040
Jane Atkinson: when they share with you what outcomes that they're looking for.

00:29:00.040 --> 00:29:00.520
Terri Sjodin: Do y-.

00:29:00.520 --> 00:29:09.270
Jane Atkinson: Do you mirror back some of that language to them later on in the presentation kind of when you're like circled back to it later on.

00:29:09.860 --> 00:29:30.275
Terri Sjodin: Well, typically, what's working very well for me now is that they're typically gonna surface one or 2 or 3 of the things in the research. So I take them directly to my website. I have them download the research study. I show them why my content is fresh and meaty and timely. And now then, that activates them right? Because.

00:29:30.970 --> 00:29:36.459
Terri Sjodin: look, the reason that the 12 mistakes are called the most common mistakes.

00:29:36.460 --> 00:29:36.819
Jane Atkinson: We also.

00:29:36.820 --> 00:29:52.489
Terri Sjodin: Biggest. I say, these are the 12 most common mistakes that cost people a winner deal or an opportunity. Then they realize, oh, my gosh, I'm normal. I am normal. If we did our team as normal. However, once we've identified a problem that's fun.

00:29:52.490 --> 00:30:22.250
Terri Sjodin: But it really doesn't help you until you have the solution steps to course correct. So what I say is, look, I can share with you what the 12 mistakes are. But the gift when I come in is that I'm gonna help your team to course, correct faster. And because it's easier to fix something when you know what it is. And people say initially, why do you focus on the mistakes? And it's because you can't course, correct what you don't recognize as a problem. So all of these things are all tied together into

00:30:22.350 --> 00:30:23.740
Terri Sjodin: to your point.

00:30:24.610 --> 00:30:45.499
Terri Sjodin: It you know it comes from longevity. It also comes from being prepared. But when speakers do a great job. We all shine when you, when you do a great job in your sales process. When you do a great job from the platform, it makes them always want to book other speakers more speakers. We we all want you to do well.

00:30:45.500 --> 00:30:45.970
Jane Atkinson: We are.

00:30:45.970 --> 00:30:58.249
Terri Sjodin: I want you to knock it out of the park, because every time you knock it out of the park you represent our industry as a whole, as being something that people want to continue to add to their meeting agendas.

00:30:58.760 --> 00:31:10.380
Jane Atkinson: Beautiful. Well, people, I don't know about you, but we're getting our copy of every, say the name again, and where you would most like people to go and get it.

00:31:10.400 --> 00:31:15.040
Terri Sjodin: Of course. Yup, so the book is called Presentation ready.

00:31:15.530 --> 00:31:36.770
Terri Sjodin: Improve your sales presentation outcomes and avoid the 12 most common mistakes published by Mcgraw Hill, available on Barnes, and Noble, all of the Indie press. It's available internationally. Again, of course, you could visit the sales skills course on Linkedin.

00:31:37.060 --> 00:31:37.510
Jane Atkinson: Beautiful.

00:31:37.510 --> 00:31:42.369
Terri Sjodin: Visit my website at shodine and.

00:31:42.370 --> 00:31:45.070
Jane Atkinson: Let's spell that. Let's spell that for everybody.

00:31:45.070 --> 00:31:52.200
Terri Sjodin: It's S. As in Sam J. As in John O. As in Oscar d. As in David I. As in

00:31:52.240 --> 00:31:57.159
Terri Sjodin: Indian, and is in Nancy Chardine.

00:31:57.501 --> 00:32:01.578
Terri Sjodin: you can just type in Terry, and it'll get you there.

00:32:01.870 --> 00:32:02.920
Jane Atkinson: Yeah, I think.

00:32:02.920 --> 00:32:09.259
Terri Sjodin: Thank you. I appreciate the plug. You are such a joy. I love what you do. I know we could talk for hours about.

00:32:09.260 --> 00:32:10.929
Jane Atkinson: Really good, and

00:32:11.380 --> 00:32:24.720
Jane Atkinson: we'll be coming back for part 2 of this at some point in the future. Terry. Thank you so much for sharing your most most valuable time with us here today. Listeners. Okay.

00:32:25.800 --> 00:32:28.150
Jane Atkinson: I hope you got some of those things.

00:32:28.430 --> 00:32:28.710
Terri Sjodin: And.

00:32:28.710 --> 00:32:47.059
Jane Atkinson: You're locking them down. You're asking for the business in a way that you have never done before. And let's get out there and have some successful presentations. Thank you again to Terry Showedine, and with that we will say, see you soon, wealthy speakers bye, for now everyone.

00:32:47.060 --> 00:32:48.089
Terri Sjodin: Bye, everyone.

Highlights you won’t want to miss:

  • Terri’s speaking journey started early. [1:30]
  • Let’s get Presentation Ready. [4:30]
  • Spur of the moment pitch. [7:00]
  • You have to do the work. [13:00]
  • Mistakes for speakers to avoid. [16:00]
  • Get them excited…[20:00]
  • What makes you different? [23:00]
  • Creating a quick connection. [27:00] 

Over 30 years ago, Terri went into business for herself, building Sjodin Communications in Orange County, CA. Today, Her clients include an impressive list of Fortune 500 companies, industry associations, and academic conferences. In July of 2012, Terri was inducted into the NSA Speaker Hall of Fame. Admission into the CPAE Speaker Hall of Fame is a lifetime award for speaking excellence and professionalism. Terri is a frequent guest on radio and television talk shows throughout the country. Many consider Terri to be today’s sales professionals’ speech coach.

If you would like some great ideas on how you can improve your sales presentations that make you stand out from the competition, you simply can’t afford to miss this episode.

I hope you’ll listen and learn.


Terri’s website
Terri’s New Book:  Canada  US
Terri’s LinkedIn Sales Skills Course
Terri’s LinkedIn profile
Jane’s LinkedIn profile
Jane’s books
Jane’s Private Coaching Options
The Wealthy Speaker School

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