Great sales organizations run on a combination of talented people, proactive
leadership, proven processes that people actually use, training and sales tools. But often the missing link is an effective sales presentation and the ability to present. Just like the prospect needs assessment, the sales presentation hinges on understanding and addressing the prospective client's needs effectively.
A great sales presentation can bring a stale meeting to life and a terrible one can destroy the whole sales process. This is not to say that the presenter should be married to the presentation, but that it should lift the game in terms of discussion and excitement about your products or services and how they relate to the prospects’ needs.
Always - The Objective
The objective of a great initial presentation is to gather more information about the prospects’ needs and to build credibility for the solution you have as it relates to these needs. Regardless of how you structure it, it is important to keep this objective in mind. I have seen too many sales presentations that are ALL about the company with very little focus or even connection to the true needs of the prospect.
Not only do you need to tailor it to their needs but to the audience as well. Who are THEY? The Driver in the room needs to know where this is going, the Analytical needs to know where they can find more data and information, the Extrovert wants to be able to weigh in on options.
Sure, you need to talk about yourself and the company. But the ‘Who are WE?’ section should again support the primary objective. They certainly want to know what you uniquely bring to the table that will make this buying experience so much better.
Be You
Don’t try to be someone else. It’s you they are following. Be you in all the uniqueness in which you were made. Let this come through in the discussion and even style of the presentation. Here’s a simple example, I love good food. I often ask them as they all introduce themselves what their favorite food is. Simple, but fun.
Here are 6 steps that will help as you build out your Sales Presentation:
1.Visualize Success: Start with a clear vision of how the client will benefit from what you have to offer.
2. Problem-Solving Focus: Articulate that you understand their challenges and demonstrate how you have solved similar problems in the past.
3. Secondary Decision Makers: Discuss benefits that impact secondary decision makers within their organization.
4. Benefits for Others: Tailor the "what’s in it for me" approach to secondary decision makers.
5. Client Success Stories: Share success stories from satisfied clients they can relate to.
6. Industry Positioning: Establish your company’s position and credibility within the industry.
Another thing to consider is how you present. Here are another 6 tips on delivering a compelling sales presentation:
Prepare Thoroughly: Tailor your presentation to directly address these identified needs.
Educate and Inform: Acknowledge what they already know about your offering and fill in any gaps in their knowledge.
Use Visuals to communicate your points more effectively. If using slides or displays, don’t overdo it with information. Focus on the objective of each slide or page – this is not talking for you but to assist you in making the point.
Demonstrate Solutions: Provide concrete examples that demonstrate your ability to fulfill their requirements.
Highlight Benefits: Explain why your offering is essential for them, drawing on relevant past successes.
Close with Impact: Reinforce their motivation for considering your offering and summarize how your solution aligns with their needs and goals.
In today’s world of online presentations here are 6 things to consider specifically to online presentations:
Agenda. Reach out with an Agenda in advance.
Engagement. Have some fun at the beginning with a poll or video. Get them talking right away.
Cameras. You must get their cameras on. If you don’t see them, you have lost a lot of information.
Questions. Stop and ask questions they have to expand on to answer.
Imagery. Use terminology and imagery that allows them to envision what you are saying and prompt them to ask questions.
Breakout Rooms. Use the breakout function if you are getting no reaction or you need to have separate discussions.
Conclusion
An effective sales presentation requires tailoring to the prospect's needs and audience type, with a strong focus on problem-solving and credibility. By preparing thoroughly, utilizing strategic visuals, and fostering engagement—especially in online settings—you can align your message with the prospect’s priorities and increase the chances of success.
Stephen E. Wright
Practical Business Growth Consulting
Comments