Sales presentation tips that can help you connect with and engage your audience.
The quality of your presentation will often determine whether your prospect buys from you, or one of your competitors. Unfortunately, too many presentations lack audience engagement and a compelling reason to motivate your prospect to make a buying decision.
A common error in delivering presentations is using a generic (stock) presentation when discussing their product or service. Using the same boring (stock) script to try win over the customer is counterproductive.
Generic PowerPoint sales presentations are boring and make us feel unimportant.
1. Begin with their pain!
Don’t begin with details about you and your organisation, your achievements, the awards you have won, your customers; you can get to those elements later. Open with an outline of your understanding of your prospect’s key issues. Even better get them to talk about their burning issues and customise your presentation speak to those challenges. This will capture their attention and separate you from your competition. Make it about them!
2. Keep it short
Nobody has ever complained that you didn’t use up your allotted time. Keep it short and on point. Pain, Solution, Application. Their pain (1/5), Your solution (1/5), Application of solution and next steps (3/5). If you have an hour, aim to finish in less than forty-five minutes.
3. Focus on the essentials
Most sales presentations include far too many details. Always ask yourself “What do they really need to know?” vs “What do I want to say?” Many details about the product/service are irrelevant your prospect. Improve your presentation by focussing on the elements that relate to their pain. By all means, talk about the cool or nice to have elements, if requested if time permits. Most audiences don’t really want to know every details and feature your solution offers; they only want to know what is relevant to their specific challenges.
4. Use the power of stories
Stories, cases studies and examples of how your solution/product benefits customers is a great way to establish credibility and demonstrate how it will help them. Use only the stories, examples and case studies that are relevant to their unique challenges.
5. Make it a conversation
Boring sales presentations are one-way lectures, talking at the prospect. When the seller does all the talking they miss an opportunity to engage and win over their prospect. Make your pitch stand out by making it a conversation. Instead of spending all your time talking, ask questions and gain perspectives. This helps actively engages them in your presentation, keeping their attention, and helps you differentiate yourself.
6. End with specific next steps
Don’t end with a whimper. A close such as “Feel free to give me a call if you have any questions.” leaves the presentation hanging. Gather your courage and ask the decision maker to take specific next steps.
7. Practise, Practise, Practise!
Rehearsing your presentation is a vital (but often overlooked) element of delivering a powerful sales presentation. Practise your presentation out loud, in front of an audience and ask for feedback. It is not the same running over your pitch in your head! The more important the opportunity, the more crucial it is that you rehearse your presentation. Don’t try memorise your entire presentation, but ensure you are clear on the key points. Prepare for potential objections and questions to ensure the presentation flows properly.
Customising your sales presentation to the unique needs of the customer is essential to retain interest and engagement. Put your prospect’s logo on the opening slide, elicit their key challenges, and then describe how your product/service relates to their specific challenges. Clearly demonstrate through stories and case studies how they could solve their specific challenges using your product/service. A sales presentation should never be a list of a product’s features and functions, but instead it should tell the customer’s story, with your product/service playing a key role.
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