{"id":45902,"date":"2021-08-15T09:58:00","date_gmt":"2021-08-15T13:58:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=45902"},"modified":"2021-08-20T10:46:40","modified_gmt":"2021-08-20T14:46:40","slug":"sales-presentation","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/sales-presentation\/","title":{"rendered":"How to Make Your Sales Presentation Stand Out"},"content":{"rendered":"\n

Do you often make sales<\/a> presentations as part of your business? How do you make sure your presentation stands out from the sea of competitors’? <\/p>\n\n\n\n

In high-profile business-to-business sales, customers often request a sales presentation that explains how the product\/service works and how it will contribute to their company’s success. The key to making your proposition stand out from competitors<\/a> is to design a presentation that is tailored to the specific needs of every client. <\/p>\n\n\n\n

In this quick article, we’ll look at how to create a customer-focused presentation and how to deal with premature presentation requests.<\/p>\n\n\n\n\n\n\n\n

How to Make a Sales Presentation<\/h2>\n\n\n\n

Many prospects expect sales reps to make formal slideshow presentations at the initial face-to-face meeting. This started with the introduction of PowerPoint in the 1990s when the ability to create slick slideshows changed the focus of many sales calls from dialogue to presentation. The seller became a performer taking the stage with the buyer as the audience. <\/p>\n\n\n\n

However, to win new business, you need to first learn the customer\u2019s needs so you can offer a tailored customer-focused solution rather than a generic presentation. Such<\/strong> a tailored presentation, given after<\/em> the initial meeting, can be a powerful sales tool. <\/strong><\/p>\n\n\n\n

A Customer-Focused Format<\/strong><\/h3>\n\n\n\n

The first step in creating a customer-focused presentation is resisting the urge to create a monologue and visuals focused on your company, processes, people, and solutions. Drop the photos or video of your buildings and campus\u2014they don\u2019t help you sell, and they copy rather than differentiate you from the competition.<\/p>\n\n\n\n

Here\u2019s how to structure your presentation:<\/p>\n\n\n\n

  1. Title slide<\/strong><\/li>
  2. Agenda for the meeting<\/strong><\/li>
  3. Introductory statement:<\/strong> \u201cCompanies turn to (your company name) when they\u2026\u201d Then list three to five bullet points from the client issues section of your sales story<\/a>.<\/li>
  4. Client-focused statement:<\/strong> \u201cOur understanding of your situation\u2026\u201d Then list issues and opportunities uncovered in the initial sales meeting<\/a> and through research. (Demonstrate that you\u2019ve listened and done your homework.)<\/li>
  5. Dialogue:<\/strong> Stop and ask for input to switch the presentation from a monologue to a dialogue. For example, ask what resonated with the audience, and what was off-base. Ask a senior leader to prioritize the issues. Ask probing questions to explore the issues and their consequences further. Use what you learn to further tailor the presentation.<\/li><\/ol>\n\n\n\n

    When the Prospect Requests a Presentation<\/strong><\/h3>\n\n\n\n

    Prospects are so accustomed to one-sided presentations that they often request a presentation as an initial meeting. But if you don\u2019t have enough information to create slide 4 (bullet points describing the customer\u2019s situation), you can\u2019t make an effective presentation. So insist on a meeting before making a presentation. <\/p>\n\n\n\n

    You can do so in a polite but assertive way by explaining that your goal is to provide the optimum solution tailored to the customer\u2019s unique needs. To do so, you need to follow a specific process that places a meeting before a presentation. Insisting on your process rather than defaulting to the buyer\u2019s process differentiates you.<\/p>\n\n\n\n

    Nonetheless, there are times when the prospect won\u2019t meet with you before a presentation. Some companies have rules for RFPs and about who in the company you can talk to. In this case, your best response is to show up for the presentation but adapt it to follow elements of your sales call structure: Introduce yourself, build rapport, and share your agenda. For example, you might follow a script like this: \u201cHere\u2019s the way we like to work. We take the first 10 minutes to hear why you invited us in and what issues you face. With that information, we can then focus on what\u2019s most relevant and useful to you.\u201d<\/p>\n\n\n\n

    Final Thoughts on Sales Success<\/strong><\/h3>\n\n\n\n