1 Challenge

• “My sales presentations are not converting as many prospects into customers as I’d like.”

2 Questions

• “What can I do to improve my presentations?”
• “How can I make an impact that leads to better conversions?”

3 Steps

• Create a connection between “what you are selling” and “who you are selling to”
• Be animated
• Believe in your offering and communicate it clearly

For any kind of business in any industry in any country, sales are essential.

With sales you can…

• Get your product or service to the right audience
• Support your business operations
• Employ people and contribute to the economy
• Earn profits that improve your life and the lives of those who depend on you

No for-profit company can survive if it does not sell. To put it plainly – sales matter.

However, selling is not always easy. In fact, it rarely is.

Today’s customers are more demanding, more impatient and less loyal than ever before.

So how can you convince a hot prospect to buy your offering? Simply, how can you sell well?

As your customers’ expectations evolve and your business tries to keep pace, you need to think about what you can do to improve your sales process on an ongoing basis. Examples include doing more market research to understand what customers’ needs, pinpointing gaps between the way you sell and your results, regular training for your sales staff, etc.

In this article, we will address another particular element that is an essential part of your sales process. While you also work on improving other aspects of your process, this is probably the one you should focus on the most. We are talking about your sales presentation.

Here are 3 tips to create a powerful sales presentation that cracks the sale!

1: Create a connection between “what you are selling” and “who you are selling to”

Many salespeople – with their organisation’s blessing – get one basic thing very, very wrong with their presentation:

They make it all about themselves.

“We are a company that…”

“We sell…”

“Our product has these amazing features…”

“Here’s why we are the experts in….”

Notice the me-me-me trend here?

Most people don’t care about what a particular product or service has or does. And this is true in both B2B and B2C settings. What people, i.e. your prospects and customers care about is what a particular product or service can do for them.

“How can your product…

…Improve my life?

…Solve my problem?

…Eliminate my challenge?”

They care about “what’s in it for me” aka WIIFM!

This is why your sales presentation should always start with the customer. Think about what your offering can, well, offer, to them. If you can understand this and present accordingly, you can create a need for your product even if a want doesn’t exist. Remember the magic acronym: WIIFM!

Another thing you can do during your sales presentation is to show them a product demo. Show them your Minimum Viable Product (MVP) or prototype. Let them experiment with it. Encourage them to use it in their environment and to examine it in detail. Do explain your product’s features but focus on its benefits. Also show them what they will gain by using your product instead of your competitor’s. If possible, offer a free trial to cement your value proposition and move them further along the sales pipeline.

2: Be animated

If you want to stand out and make an impact with your presentation, make sure you demonstrate interest, enthusiasm and energy. Use your voice effectively. Don’t speak in a monotone but vary your modulation based on what you are saying. Will you be making jokes during your presentation? Talk about serious issues? Encourage a discussion? Modify your tone accordingly.

Also involve the audience periodically to make sure they are still with you both physically and mentally. If you feel their interest flagging, stop and ask, “does anybody have any questions?”

Include real-world examples and recent statistics, and tie these facts into your audience’s current situation or challenge. Use physical tools to power your presentation but don’t rely on them to make your point. You must make your point, not the whiteboard!

Back up your speech with the right body language and hand movements. Speak clearly and look the audience in the eye. Project confidence but not over-confidence. Encourage them to raise doubts with each other and with you. If you have an answer, communicate it clearly. If not, be honest and say you will get back to them – and make sure you do.

Practice your presentation, even if you have done it before. Record yourself to see and hear what you look and sound like. Present to a small group of your colleagues (or your boss) and ask for their feedback.

3: Believe in your offering and communicate it clearly

This is the most critical part of your presentation. Do you believe in what you are saying? Can you communicate your offering’s value proposition in a way that convinces your audience of your honesty and transparency? Do your voice and mannerisms display excitement that you have the right solution for your audience’s pain point? If not, you need to change your approach. After all, if you are not excited about your product, how can you expect your prospects to become motivated enough to buy?

Also important – never use a generic presentation. Even if you already have a template or older version, modify it to fit your audience. Do your research and become familiar with their business and industry. Include specific points that are unique to them. Tailor your presentation to clearly demonstrate how your offering can help them gain a competitive advantage, grow their business, enhance their customer relationships, etc.

A final word

Your sales presentation will often determine whether a prospect buys from you or goes to your competitors. Unfortunately, most presentations are seldom compelling enough to motivate an audience to make a purchase decision. Don’t make this mistake. If you want to improve the results of your presentations, follow these three tips. When you do, your presentation will surely motivate your buyers and keep them coming back for more!

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