You’ve finally done it–you've scheduled a BIG sales presentation with the perfect prospect. You can’t wait to get in there and share how awesome your company is and get them to sign that contract.
You throw a PowerPoint together spouting all the details you think are most exciting about your company and…
As your eyes dart around the room, you struggle to find the right words. “Sooo… any questions?” falls out of your mouth. In the sea of glazed-over eyes, one person perks up just enough to say “don’t think so. Thanks for coming in!”
And that’s it. Meeting adjourned.
If you’ve ever encountered a meeting like this—or one that ended up as a flop rather than a fit—I understand.
Meetings are tricky.
Creating a KILLER Sales Presentation
So, you’ve been invited to share a sales presentation.
Don’t run in there head first (or feet first). Take the time to prepare beforehand and you’ll set yourself up for success.
- Determine the Purpose
What is the purpose of the sales presentation that you are going to give?
I know, that’s a silly question. Of course the purpose is to sell your product or service to your prospect, right?
But what is the purpose?
- What do you want your prospect or client to learn or discover during the course of your presentation?
- What do you want to learn or discover?
- What can you discover together?
- Determine the Needs
Before stepping into any sales presentation, it’s crucial to not only have a handle on purpose, but to understand what your prospect wants and needs. Knowing what drives your client is going to help you define and create a presentation that is tailored specifically for them.
Some questions to consider:
- Why does your prospect need your product or service?
- What problem(s) does your product or service solve for your prospect?
- What problem(s) does your prospect face on a day-to-day basis that can NOT be solved by your product or service (i.e. where are there gaps?)
- Determine the Response
After you determine the purpose of the meeting and have fully outlined your prospect or clients’ needs, it’s time to prepare your response.
I’d like to stress the difference between a response and a rebuttal.
Responses are simple solutions to the problem(s) that your prospect or client has outlined. A rebuttal is defensive. Be cautious and respond wisely!
Looking for ideas on tactful ways to respond? We like to ask a question first, listen intently, then respond!
“I understand that you struggle with ________. Can you tell me a little bit more about that?”
Now, to be clear: we anticipated the answer to the above question. Since we already determined needs prior to the meeting, their response shouldn’t be a huge surprise. However, asking a question (even if it’s something you’ve already asked before), opens the conversation.
The goal is to create an open dialog in which you are truly listening and responding to your prospect or client.
- Determine the Environment
Determining the environment just might be number one on this list! But I’d like to explain it right here if that’s okay.
We addressed the idea of discovery in the first chapter of this resource. It is equally important to gauge the environment prior to presenting and as you are presenting.
- How many people will be involved in the meeting?
- How are the personalities? Is there a mix of serious vs. sarcastic?
- Do the meeting members prefer to get all the facts or are they more relaxed and casual?
Perhaps the most important question at this stage of the game:
- How can you help create and facilitate an environment for discovery?
(Sorry, I can’t answer this one for you!).
- Determine the Plan
Once you’ve got the most important things out of the way, it’s time to do a little content prep.
A few ideas to consider:
- Prepare your opening and closing statements
- Did you determine your environment? Is this the type of group that would respond well to an activity or a joke? Plan your opening well as it will set the tone for the rest of your presentation.
- When you reach the close, be sure to include a call-to-action. It’s crucial to introduce your next step at the beginning of the meeting—then confirm it at the end.
- Plan content and include engaging visuals
- Keep your content SIMPLE! Don’t go crazy with text—powerful visuals backed by your own spoken words are much stronger than PowerPoint presentations packed full of paragraphs.
- Include relevant success stories
- Since you already know the problems that your prospect is facing, include success stories that they can relate to.
No matter what you do, stay true to yourself, your prospect or client, and your company.
If you want to create and give a killer sales presentation, focus on adding value. Focus on your prospect and their needs. Focus on facilitating a conversation that leads to new discoveries for both your prospect and for you.
Do you have any killer tips for creating a sales presentation? Share them with us in the comments below!