How to Develop a Sales Presentation
Learn how to develop a great sales presentation—ella’s way
Sales presentations can take a number of forms, ranging from more casual (a short conversation with a single prospect) to formal (a webinar presented to a number of decision-makers from multiple organizations at once).
Regardless of how many people are on the receiving end or what it is you’re selling, there are a few things to keep in mind to make your sales presentation as effective as possible.
Follow a(n effective) formula.
When you’re putting together your presentation deck prior to your sales meeting, there’s no need to reinvent the wheel. I’ll help you out right now by providing you with an outline you can follow to ensure you include all the key elements you need to be effective:
An introduction that sets up the purpose of the presentation and helps your audience understand what to expect
A discussion of the problem your audience is facing
An explanation of the solution to that problem
A walk-through or demo of your product/solution/service
An appeal to the emotional factors that might influence a buying decision
An explanation of cost
A closing statement that wraps up the presentation—with a clear call to action
Keep it simple.
No one wants to sit through a detailed, technical report on the inner workings of your offering, its origin story, your company’s plan for the future, and a laundry list of other facts that are essentially useless when it comes to actually move a prospect down the sales funnel.
Stick to the facts, connect them to your audience’s pain points, and offer just enough to educate without giving away the whole story. The goal of your presentation is to get the prospect interested—so that, ideally, they’re motivated to reach out to you to learn more (or make a purchase!) when the meeting is done.
Encourage dialogue.
Whether you allow your audience to ask questions throughout the presentation or leave time for Q&A at the end, make sure the entire presentation doesn’t consist of you talking at them. Make sure there’s time allotted somewhere for questions, observations, feedback, etc. The goal is for your prospect to walk away with a complete understanding of what you have to offer—and why they need it.
Be real.
Nothing loses attention like a script or speech being rattled off from memory. Be authentic, tell a story, and don’t shy away from personal anecdotes that make you (and your product or service) relatable to your audience. Personalization and human connection go a long way.
Whether you’re meeting with a single point of contact or hosting a webinar, keep my advice in mind to develop and deliver a sales presentation that hits the mark, generates interest in what you’re selling, and moves your prospects down the funnel.
Happy presenting!