The Keys to Great Sales Presentations
If your business depends on selling products or services to other firms, then you and your staff need to make great sales presentations. Here's how to make presentations that show prospective clients exactly what your company can do for them:
Rehearse. Rehearse every aspect of your presentation. Read in front of a mirror to practice eye contact. Practice varying the pace of your reading and the tone of your voice. Rehearse in front of a friend or colleague who can offer constructive criticism. Read Don't Forget to Rehearse for more advice on how to hone your presentation to perfection.
Know your audience. Tailor your presentation to your prospective clients. To do that, consider what they are likely to need from you. Use terminology they'll understand and make sure you are familiar with their business jargon. That will help you to establish common ground with them.
Be honest. If you don't know the answer to a question, don't try to answer it. There's nothing wrong with admitting uncertainty. At the same time, be sure to play up your strengths — including the ability to learn what you must to serve the client's needs.
Create an outline. A good sales presentation has four main sections; each section is described below. Just don't be a slave to your outline — be prepared to use your notes as a departure point for improvisations that suit a particular audience or situation.
The Four Components of a Strong Presentation:
- The introduction. Begin by thanking your prospective clients. Let them know that you are glad to be there and convey how enthusiastic you are about the things you can do for their firm. If you had help in preparing your proposal, give a quick word of thanks and acknowledgment to the people who assisted you.
- The body. Offer a clear, concise and convincing description of the benefits you can provide to your prospective clients. Be specific and offer concrete examples. Highlight your expertise, the methods you would use to apply it and the benefits that will result from choosing your firm.
- The conclusion. Summarize the body of your talk. Once again, highlight the likely benefits of doing business with your firm and how they translate into increased value for your prospect. Thank everyone in the audience.
- The Q&A. Offer the opportunity to clarify any points in the body of your talk and emphasize again your company's strengths in terms of their specific needs. Try to anticipate important questions before your talk so you can formulate answers. Restate questions so everyone in the audience can hear them, then keep your answers brief and to the point. Remember: If you can't answer a question, don't try.
In addition, be sure to read Ten Tips on Avoiding PowerPoint Limbo for helpful advice on how to give engaging and informative PowerPoint presentations. And if you're going to be giving your presentation via a teleconference or webcast, Preparing for a Virtual Presentation is full of great ideas on how to make your presentation effective even when your attendees are not physically present.
