1. Make the presentation relevant to your prospect
A common mistake of sales people is using a generic presentation when discussing their product or service. They repeat the same presentation and hope that something will appeal to the prospective customer. Don't make your potential customer sit through a “canned” PowerPoint presentation.
Your sales presentation should 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 points relate to their situation. Show exactly how your product or service solves their specific problem. This means asking your prospect probing questions before you start talking about your company.
2. Create a connection with
the prospect
In a presentation to a client, I prepared a sample of the product they would eventually use in their program. After a preliminary discussion, I handed my prospect the product his team would be using – instead of telling him about the product I placed it in his hands. He was able to see exactly what the finished product looked like and examine it in detail. He was able to ask questions and see how his team would use it in their environment. Tell your customer what they will get by using your product versus your competitors. And remember to discuss the benefits, not features.
3. Get to the point
Business people are too busy to listen to long-winded discussions. Know your key points and learn how to make them quickly. I remember a sales person who rambled at great length about his product. After viewing his product and learning the cost, I was prepared to move ahead with my purchase. Unfortunately, he continued talking and 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 are boring and unimaginative. If you really want to stand out make sure you demonstrate enthusiasm and energy. Use your voice effectively and vary your modulation. When people talk about a product with which they are very familiar, they often 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 so you can hear exactly what you sound like. I was 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. 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?
