“If you don’t know what you want to achieve in your presentation your audience never will.”
— Harvey Diamond
A sales presentation is considered the most important stage in the often convoluted selling process. In fact, they serve as an effective strategy for startups.
If conducted with clarity and efficiency, sales presentations can help establish a connection with potential clients and make your business stand ahead of your competitors.
It sets the tone for future discussions as the sales process takes off.
Several studies have shown how good sales presentations can go a long way in influencing sales performance and long-term relationships with clients.
Let’s take a closer look at the positive impact created by a well-prepared sales presentation.
6 Ways to create stunning sales presentations
A sales presentation begins with a speech and is often accompanied by a slide deck.
The primary goal is to try and sell your product or service to your potential customer.
A presentation can serve as a pitch deck where businesses put forward their ideas to get funding from potential investors. It often represents the main body of a sales pitch and is critical for successfully clinching the deal.
In case you’re wondering how to make that perfect sales presentation and woo your clients, fret not.
We’re here to share some valuable tips that’ll inform, educate and inspire the customer to take action in favor of your company.
1. Establish the relevance
If you think you can use the same lines and adopt the same attitude across different presentations, then you’re in for a rude shock.
Checking out business presentation templates for reference is a pretty common practice. But every presentation ought to be customized in accordance with the product you’re selling and the person you’re selling to.
Repeating the same lines shows how little effort you’ve put in to engage your customer.
Tweak each presentation to offer something unique. Prior research helps understand your customer and establishes familiarity with their business and the industry they’re a part of.
Check out their social media posts, business website, blogs, newsletters, annual reports, market predictions, and other relevant information.
In order to stay one step ahead in the game, find out who their competitors are. Design your presentation in a way that demonstrates the competitive edge your clients would acquire if they choose to collaborate with you.
Moreover, the presentation should highlight how your product will address their exact problem and what solutions are you willing to offer.
2. Create a connect
A good presentation is all about building that “connect” with potential customers without bothering about what the outcome is going to be.
Even seasoned entrepreneurs may not be savvy marketers. The thought of “sales” could make them anxious.
The most effective way of connecting with your audience relies on the age-old technique of storytelling.
Graphs, spreadsheets, case studies, company reports – there are perks associated with each one of them.
However, nothing can substitute for a good ol’ story to make your client relate to your sales pitch.
Try using a pop-culture reference that would most likely draw instant attention from your audience. How about drawing parallels with a fictional character to explain the impact of your product on their lives?
Stories never fail to pique our interest. And when they are topped with wit and humor, the “relatability factor” of your presentation is bound to shoot up.
Spruce up your presentation with pleasing visual content. According to a study, 84% of presenters resort to visual data to create engaging slides.
3. Know the wants and needs of your clients
Why invest time and effort to give a sales presentation to people who won’t be interested to take it further?
A detailed review of the client’s past track records will reveal if they fill the bill as your target customer.
Make sure you have a clear idea about your ideal customer and focus on reaching out to them. This way, you’ll save time and money by narrowing down your sales target to include only those who want what you offer and who are willing to pay the required amount.
Here are a few key points worth considering as you identify the most likely buyer of your services:
● Find out and understand your customer requirements
● List down the pain points
● Type of solutions they’re looking for
● A fair idea about their socio-economic background
● Study their market reputation
A careful analysis coupled with a well-defined approach can help you understand the target market. So the chances of pitching to the wrong customer get drastically reduced.
4. Keep it short and to the point
Short, simple, and effective. That’s what every presentation should strive to be. Note down the key points, glance through them, and talk about them in a concise manner.
Studies show marketers devote 80% of their time talking about their company and the product at hand. But that doesn’t usually work.
Instead of rambling at great length about your product features, highlight how it’s going to benefit the client. Briefly explain how your product will be the answer to all your client’s concerns.
Convey just enough information to arouse their curiosity without giving away every minute detail. A little mystery and anticipation don’t harm. Practice verbalizing your key points before setting up the all-important presentation.
Once you’ve made your points, it’s now your turn to listen to your customer’s questions. As a diligent marketer, you’re expected to note down the queries. This will allow you and your team to brainstorm over their specific requirements. Some points you need to consider are:
- Calmly respond to the client’s queries
- Use a whiteboard or flipchart to elucidate your points in the boardroom
- Note down facts and figures wherever necessary
- Tactfully handle all the objections/reservations made by the client
- Use the feedback as an opportunity to learn and get better for future sales presentations
- Interrupting a customer or arguing with them is a strict no-no!
- If the conversation veers off track, try to nudge your audience back to the topic
5. Be animated yet not over-the-top
No matter how well-researched the presentation is, most often it turns out to be boring and unimaginative.
The interest level drops. So does the engagement quotient. It’s mostly downhill from there.
For your presentation to be a success, radiate positive energy and enthusiasm from the word go. Your voice, body language, and eye contact serve as key elements holding together the presentation.
Some of the strategies that you can employ to be at your animated best are mentioned hereunder:
● Apply voice modulation technique to vary your speech accordingly
● Refrain from talking about things related to your personal life
● Record your voice in a tape and analyze the areas of importance prior to the presentation
● Avoid going overboard with gestures and hand movements
● Display a confident and self-assured body language
● Take cues from professional speakers by looking up their videos on the internet
While it’s a good idea to practice your presentation before the D-day arrives, your words may end up sounding too rehearsed. Memorize the key points but make room for spontaneity. No one wants to listen to a drone-like rambling with little emotion involved.
6. Cross-cultural influence
Marketing during Covid took quite a beating. But now, things are back to normal and people from different parts of the world are joining hands to conduct business. Just like the old times.
For cross-cultural sales presentation (CCSP), you need to put in extra effort to develop cultural competence.
Once you begin to understand and appreciate the uniqueness of each culture, dealing with cross-cultural client behavior becomes relatively easier.
You’re required to adapt your presentation to align with the cultural background of your target customer.
Certain gestures are deemed offensive in certain cultures while the same gesture doesn’t raise an eyebrow in other cultures.
Master these business etiquette and communication tactics and witness how these small little things end up making all the difference.
7. Believe in your products
If you are not convinced about the product you’re selling, how will you convince others?
The entire sales process hinges on one crucial factor — do you believe your product or service can offer the right solution to the problem?
It’s hard to fake confidence and conviction, especially if what you’re offering is not upto the mark and you know it.
When discussing solutions, do you notice signs of spontaneous excitement and enthusiasm?
If the answer is no, try to find out the reason behind the apparent disinterest.
It could have something to do with the way your presentation is designed or the approach you’ve adopted for highlighting the key points.
If the problem lies with the presentation, it can be modified to generate interest.
However, if something about your product is amiss, then it’s time to go back to the drawing board and explore ways in which you can improve the product.
The world of sales marketing is pretty simple and straightforward.
All you need to do is find a way to captivate their attention, thus compelling them to learn more about your products.
However, clients may not commit to buying from you just after one presentation.
Let it not deter you.
The presentation may eventually lead to a sale or you may end up learning a lesson. In any case, it’s a win-win situation for you as a salesperson as there’ll never be a dull day in the boardroom.