What makes for an effective sales presentation? How can you close more deals? Here are 8 essential tips from Marketing 360®.
#1. Build Your Energy
One point JB repeats in the video is that often, people buy the salesperson, not the product.
People prefer to buy from salespeople they like. It’s a psychological bias we all have. Given two comparable products, we’ll end up buying from the salesperson who made a favorable impression.
This means your demeanor and energy during the presentation have a big impact. It’s your tone, not your content, that people will remember.
Before you start, psyche yourself up. Loosen up, laugh, and get ready to carry upbeat energy in your presentation.
If you’re nervous, take some breaths, meditate, or talk a quick walk. Calm yourself to make sure you don’t end up speeding through your presentation or forgetting vital points.
#2. Sell Benefits
This is one of the most known principles in sales, and one to ingrain in all your sales presentations.
Your presentation must focus on the benefits people derive from your product, not its features. Say you’re selling umbrellas:
One sure mark of the amateur salesperson is to focus their presentation on the features they love. They’ll read a list of features off slides, word for word. But if the audience doesn’t get a feel for the benefits, those product details won’t mean anything.
The more complex your offer is, the more important it is to focus on benefits. If you realize your audience is getting bored (despite your energetic tone), it’s probably because you’re getting caught up discussing features.
The thing that really resonates with people is a good story. People don’t buy a drill because of its features, and they might not care that much about making holes in the wall.
But when they realize that drill will help them hang the shelf their wife wants and getting that done results in a great weekend, you’re gonna sell that drill.
#3. Keep the Focus On You
You may have an impressive powerpoint that breaks down everything you want to say, but it’s a mistake to let it become the focal point of your presentation.
If fact, if all you do is go through slides, you could record your presentation and send it to your audience. Why do you even need to be there?
Go back to point #1. This presentation is – mostly – about you. It’s about the connection you create and the trust you engender. You represent your company and your product.
The personality you imbue your presentation with is the difference-maker. Ask your audience questions and get a discussion going. This is far more effective than a person standing in the shadows, reading text off their powerpoint slides.
#4. Know Your Audience
Neither your effervescent personality nor your awesome slide deck will help much if the people you’re speaking with don’t think they need your offer.
You won’t sell many umbrellas to people in a desert.
Hopefully, you’re doing the presentation because you’ve established a need. Use that as your barometer. If part of your solution doesn’t connect to the need you’ve established, don’t try to force it in.
You’ll close more deals when you focus on the benefits your audience cares about. Everything else is filler you should cut.
This connects to knowing your audience. You may have a part of your presentation that you think is the highlight. It’s your best slides, the crux of your solution, your funniest line.
But if you realize this isn’t important to your audience, skip it. Stay focused on what they care about. Improvise as needed to keep that focus.
Maintain interest by sticking with what your audience cares about even if it’s off your original script.
#6. Keep it Short and Sweet
Attention spans today are minuscule. Don’t drag out your presentation; keep the pace steady.
When it comes to slides, the rookie mistake is to have slides that are just text, then the presenter reads the text aloud. If you’ve experienced this type of presentation you know what we mean. It’s like taking a sleeping pill.
Use slides as visuals and don’t overload them with text. Speak to people instead of reading to them.
Again, nothing else you do will matter if you’re boring people. Keep it moving.
#7. Don’t Rush It
You want to keep your sales presentation moving with a couple of important considerations.
First, if you’re speaking too fast it’s because you’re nervous. Take a few breaths and focus. Many people need to calm their energy and set a slower pace before they start a presentation.
Second, don’t try to cram in content (see points 5 and 6 above). The best presentations are like other types of writing. They start out long and you revise to cut out everything unnecessary.
Make sure what you actually present is a final, revised version that you can easily fit into the allotted time.
#8. Open and Finish Strong
The most important points of your sales presentation are the beginning and end. Put extra effort into starting off in a way that grabs attention and finishing with something memorable.
This is actually a psychological phenomenon called the primacy and recency theory. Things that are at the beginning or end of a list/presentation stick in people’s memories.
Start your sales presentation with a memorable anecdote or joke. If you can get people laughing, that’s a huge win (and it will help you relax).
Finish by reiterating your most important point. Ask a question that your audience can ponder that has to do with living (or living without) the benefits your solution offers.