The Effective Sales Presentation

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What works…

In this competitive business world, an effective sales presentation will often determine whether a someone buys from you or one of your competitors. Observation and experience has taught me that most sales presentations lack impact, and are seldom compelling enough to motivate the other person to make a buying decision.

Let’s discuss sales presentation strategies that will help you create an effective sales presentation that will separate you from your competition.

Make Your Sales Presentations Relevant

Make the sales presentation relevant to your prospective buyer: “make it all about them.” One of the most common mistakes people make when discussing their product or service is to use a generic presentation over and over again. They become bored, and the buyer knows it. They say the same thing in every presentation hoping that something catches the eye of the prospective customer. All of us have been victim to this approach more times than we care to remember, having seen to many canned PowerPoint presentations.

The discussion of your product or service must be adapted to each situation; modify it to include specific points that are relevant to the problems or challenges of that particular customer. Place their company’s logo on your slides and describe how the key slides relate to their situation. Get detailed about how the product or service solves their specific problem or challenge. Do pre-meeting research by asking them what they are interested in. It is critical to ask your prospect probing questions before you start developing your presentation, and long before you start talking about your company.

Connect Your Solution To Their Problem

Create a connection between your product/service and their problem or challenge. In a presentation to a prospective client, I prepare a sample of the product they would eventually use in their program. The prospect is able to ask questions and see how his team would use it in their environment.

Also, remember to discuss the benefits of your products, not the features. Do not tell your customer what they will get by using your product versus your competitors, ask them if it makes sense, ask if it fills their needs and handles the problem or challenge. Be prepared to offer additional solutions. Remember that you are selling “solutions”, not specific products.

Make Your Key Points Powerfully

Get to the point – this is why you are there. Know what your key points are, and make them quickly. I remember listening to a sales person who rambled at great length about his product. After viewing his product and learning how much it cost I was ready to make my purchase. He continued talking and he almost talked himself out of the sale.

Make sure you know what key points you want to discuss and practice verbalizing them before you meet with your prospect.

You Have To Care

Be enthusiastic. If they don’t experience that you care, neither will they. The majority of sales presentations I have heard have been boring and unimaginative. If you really want to stand out from the crowd, make sure you demonstrate enthusiasm and energy. Use voice more effectively, and vary your modulation.

Record your sales presentation, particularly if it is on the phone. This will allow you to hear what you sound like as you discuss your product. Be prepared to be surprised and ready to change.

Provide A Visual, Physical Demonstration

Use a physical demonstration give the prospective client an experience. A friend of mine sells sales training, and he often uses the whiteboard or flipchart in the prospect’s boardroom during his presentation. Instead of telling his client what he will do, he stands up and delivers a short presentation. He gives them an experience. This approach always helps his prospect make a decision.

Believe In Your Product Or Service

Believe in your product/service. If you don’t believe in it – well, you need a different job or product. Most of us have a built in BS Meter and it will go off if you don’t truly believe in your product. After all, if you’re not excited about your product, how can you expect your customer to become motivated enough to buy?

Give An Authentic Sales Presentation

Be authentic. Without doubt, this is the most critical component of any presentation. Trust is the single biggest factor today, and with cynicism at an all time high if they can’t trust you they will not buy!

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