5 Tips to Giving a Great Sales Presentation That Leads to a Sale

I’ve personally had the honor and horror of seeing some of the most (well let’s say interesting) sales presentations. I’ve also had the unique ability to sit in on several presentations as an observer, which has given me a fascinating perspective on what the customer is doing during this time.

Therefore through experience of my own and those people I’ve seen, I’ve come up with 5 tips that I believe will help you considerably the next time you need to present -

1. Prepare Accordingly.
a. Make sure you research the customer. Maybe you’ll find a customer of the company you are presenting to that you’ve assisted or perhaps another company from that industry.
b. Have all of your presentation equipment / materials ready to go.
c. If you have to travel to the customer, leave plenty of time to get there.
d. Know what to present. Your customer may not be interested in technical aspects or financial pay-offs. This is something you should know by speaking with the customer beforehand and asking their opinion of what is important to them.

2. Know Your Audience.
a. Who are you actually presenting to?
b. Do you know all of their names and job titles if applicable?
c. Do you understand what your solution can do for their problem (keeping in mind that their problem may not be the main problem of the organization)? E.g. a Financial Controller may be interested in the value of the product or perhaps the intended payback by acquiring the solution where as a technical person may want to know the nuts and bolts of how it works

3. Create some interest / Don’t be boring.
a. By this I don’t mean going over the top. I’m just referring to interaction, movement, voice, speech, etc to keep the interest of the person/s you are presenting to.
b. Design your presentation to be interesting. (Avoid death by PowerPoint by using key phrases and keeping information to a minimum on slides).

4. Relate the presentation to their needs and solve their problems.
a. Don’t ramble on about everything about your product. Pick the key aspects on the topics that will interest your audience. Know this before you begin presenting.
b. Include key features and their benefits so your customers know why this solution is going to solve their problems.

5. Ask for interaction by asking your audience questions?
a. Get your audience involved by asking questions.
b. Mix up your questions with both open and closed questions. Closed questions can be appropriate when needing acknowledgment in what you’ve been talking about.
c. Ask for their input in how this solution would solve their current problems

Bonus tip – Be yourself. This is important as the prospect will no only be interested in your solution and company, they’ll be most interested in you as a person. It’s been said thousands of times before; people buy from people they like and trust.

There is one story I’d like to share with you that I laughed when I heard but I can still the agony on the face of the Sales Manager who told me the story. This company was presenting an IT solution to a manufacturing company in the U.K. The Sales person and Sales Manager were presenting to the entire Board of Directors as this was a complete system overhaul that would dramatically improve efficiency within their business.

The amusing part was that the Sales Person actually fell asleep during the Sales Managers’ part of the presentation and had to be woken up by one of the board members! Interestingly enough the customer ended going elsewhere.