Creating a Powerful Sales Presentation

The quality of your sales presentation will often determine whether a prospect buys from you or one of your competitors. However, experience has taught me that most presentations lack pizzazz and are seldom compelling enough to motivate the other person to make a buying decision. Here are seven strategies that will help you create a presentation that will differentiate you from your competition.

1. Make the presentation relevant to your prospect. One of the most common mistakes people make when discussing their product or service is to use a generic presentation. They say the same thing in every presentation and hope that something in their presentation will appeal to the prospective customer. I have been victim to this approach more times than I care to remember having been subjected to many "canned" PowerPoint presentations.

The discussion of your product or service must be adapted to each person; modify it to include specific points that are unique to that particular customer. If you use PowerPoint, place the company's logo on your slides and describe how the key slides relate to their situation. Show exactly how your product or service solves their specific problem. This means that it is critical to ask your prospect probing questions before you start talking about your company.

2. Create a connection between your product/service and the prospect. In a presentation to a prospective client, I prepared a sample of the product they would eventually use in their program. After a preliminary discussion, I handed my prospect the item his team would be using on a daily basis ? instead of telling him about the item I placed it in his hands. He could then see exactly what the finished product would look like and was able to examine it in detail. He was 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. Tell your customer what they will get by using your product versus your competitors.

3. Get to the point. Today's business people are far too busy to listen to long-winded discussions. Know what your key points are and learn how to make them quickly. I remember talking to a sales person who rambled at great length about his product. After viewing his product and learning how much it would cost I was prepared to move ahead with my purchase. Unfortunately, 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.

4. Be animated. 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. A common mistake made when people talk about a product with which they are very familiar is to speak in a monotone voice. This causes the other person to quickly lose interest in your presentation. I recommend using a voice recorder to tape your presentation. This will allow you to hear exactly what you sound like as you discuss your product. I must profess to being completely humiliated when I first used this tactic. As a professional speaker, I thought all my presentations were interesting and dynamic ? I soon learned that my stand-up delivery skills were much better than my telephone presentation skills.

5. Use showmanship. In the book, The Sales Advantage, an example is given how a vending sales person lays a heavy sheet of paper on the floor and asks his prospect, "If I could show you how that space could make you some money, would you be interested?" Consider the impact of this approach compared to the typical approach of saying something like, "We can help you make more money." What can you do to incorporate some form of showmanship into your presentation?

6. Use a physical demonstration. 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 writes down facts and figures, draws pictures, and records certain comments and statements from the discussion. This approach never fails to help his prospect make a decision.

7. Lastly, believe in your product/service. Without doubt, this is the most critical component of any presentation. When you discuss solutions, do you become more animated and energetic? Does your voice display excitement? Does your body language exhibit your enthusiasm? If not, you need to change your approach. After all, if you can't get excited about your product, how can you expect your customer to become motivated enough to buy?

Copyright 2004, Kelley Robertson

Kelley Robertson, President of the Robertson Training Group, works with businesses to help them increase their sales and motivate their employees. He is also the author of "Stop, Ask & Listen ? Proven sales techniques to turn browsers into buyers." Visit his website at www.RobertsonTrainingGroup.com and receive a FREE copy of "100 Ways to Increase Your Sales" by subscribing to his 59-Second Tip, a free weekly e-zine.

---

Audience-Friendly Presentation Style Habits in Three Easy Steps

You have presentation style habits that automatically appear when you... Read More

Steps to a Successful Audience/Trainer Relationship

A major cause of trainers being unreceptive to their audience... Read More

Eight Success Tips for Your First Trade Show Booth

Exhibiting in a trade show can involve a major investment... Read More

Using Your Audience to Your Advantage

Regardless of what response technique may be convenient in a... Read More

35 Surefire Ways to Kill a Meeting

1. Play "find the meeting" by changing the location and... Read More

Qualities of Good Communication

Webster's Dictionary defines communication as "a giving or exchanging of... Read More

Nonverbal Communication in Business

There are five key elements that can make... Read More

Can Stage Presence be Learned?

What is stage presence? Can it be learned?There are, undoubtedly,... Read More

Chairing A Meeting The Most Effective Way

How many times have you attended a meeting where the... Read More

Improve Your Bottom Line with What You Say

When was the last time you thought about what you... Read More

Being Real From the Platform

"Let it be known, no person, thing, or situation... Read More

Polishing Your Sales Presentation

Summer is here! It's time to bring out your summer... Read More

Seven Tips for Coping with Pre-Stage Jitters

Whether you need to address large groups or small, familiar... Read More

Ancient PowerPoint Secrets: Ask Your Grandma!

Yes, there are ancient PowerPoint secrets...secrets your grandmother knows and... Read More

Story Telling As A Tool For Trainers

Once upon a time????."Yeah right, don't tell us a story,... Read More

Secrets of Successful Presentations

Does the thought of speaking in front of others send... Read More

Presentation Skill Mistakes

Last week my husband and I attended an awesome 4... Read More

How to Make Good Use of Your Web Conference Session

Preperation is vital when conducting a successful videoconference session. Thus... Read More

If You Want Business - Throw a Seminar!

Why is throwing a seminar good for business?If you want... Read More

PowerPoint Presentations: How to Use This Tool More Effectively

Many of us use PowerPoint to convey a message to... Read More

Super Preparation ? Keys to Getting a Great Start to Every Presentation

Super Preparation ?Keys to Getting a Great Start to Every... Read More

The Who, What, Where and When of Color In Your Documents

This article will help you to assess and maximise the... Read More

Dump Your Speeches For Leadership Talks

The CEO of a worldwide business asked me to help... Read More

The Presentation After the Presentation

Allowing the audience to ask questions after your presentation is... Read More

8 Ways to Improve Your Presentation Skills

8 Ways to Improve Your Presentation Skills 1. Join Toastmasters.... Read More

Building a Trade Show Display

If you are taking your newest products to a trade... Read More

Choosing the Right Work Shirts for Your Small Business

Company attire says a lot about your business philosophy to... Read More

How to Teach: Lecture vs. Discussion

WHEN ONLY A LECTURE WILL DO: Under certain circumstances, of... Read More

Media Training 101: Mastering the Television Interview

As I travel around the world I always enjoy sampling... Read More

How To Run Your Greatest Conference Ever

Like most good achievements, a magnificent meeting depends on planning... Read More

Develop The Winners Edge Through Conversational Hypnosis

Communication is vital for survival in an age of information... Read More

Cross Cultural Presentations

The international flavour of many people's jobs naturally means that... Read More

Special Delivery! Tips for Improving Your Humor

Delivering humorous speeches involves a lot more than simply having... Read More