Hey Sales RX'ers,
Whether you're demoing software, or offering services, you most likely have some form of sales presenting you're doing in your job. This is where you can make your break your sale.
Most presentations are monologue-heavy, slide-extensive, snoozefests. So how do you overcome the average presenter and go from being decent to great?
Let's dive into some of the strategies we coach up our Sales Doctor clients when working with sales teams to increase their sales presentation effectiveness.
Foundation: Preparing for a Stellar Sales Presentation
1. Know Your Audience
- Define Objectives: I've never enjoyed sharing an "agenda" because that is selfish. The conversation should not be about YOUR AGENDA. Instead, begin with the end in mind. What do you want your audience to think, feel, and do by the end of your presentation?
- Understand Their Needs: Before opening your slide deck, circle back on your notes from whatever previous conversation (if any) you've had, whether it was a qualification call before discovery or a discovery call before a demo. Tailor your presentation to address what makes them tick.
2. Develop Your Narrative
- Storytelling is Key: Craft a narrative around FAB (Feature, Action, Benefit). Use real-life examples, customer anecdotes, or day-in-the-life scenarios. Remember, stories stick while facts alone often fade.
- Engage Through Dialogue: Transform your presentation into a conversation. Ask meaningful questions and prompt thoughtful responses. Dialogue beats monologue every time. Think of your prospect as Chat GPT and you are prompting them for a response.
3. Focus on Substance
- Show, Don't Tell: Offer insights and share trends, new findings, or unique perspectives. Make your audience feel smarter and more informed by having this conversation with you. At the very least, they can walk away from the call with a couple of ideas they can pursue in their business.
- Keep it Simple: Keep your presentation clean and concise. Avoid overwhelming your audience with too much information. Each slide should highlight one clear message.
Execution: Delivering a Memorable Experience
1. No Pain, No Gain
- Address Their Struggles: Dive into their challenges, but don’t dwell on them. Illuminate the path to success and show a world where their pain is resolved by your solution.
- Evidence is Key: Use statistics and real customer stories to back up your claims. This proves your points and builds credibility.
2. Visual Impact
- Effective Use of Visuals: Use visuals that resonate and reinforce your message. Infographics are powerful; avoid generic clip art. Each visual should play a clear role in supporting your narrative.
- Clean and Clear Slides: Your slides are not encyclopedias. They should be a highlight reel that emphasizes key points without clutter. PowerPoints were never meant to be shared and not narrated, but don't read out your talk track bullet point for bullet point.
3. Human Touch
- Show Humanity: People buy from people. Use humor, empathy, and honesty to create a genuine connection. This human touch can make a significant difference. Understand who your prospect is from the moment they close their laptop at night to the moment they open it up in the morning.
- Maintain Engagement: Ensure your presentation is interactive and engaging. Encourage audience participation to keep their interest alive, and ask questions to see where they are or aren't tracking.
After the Presentation: Keeping the Momentum
1. Call to Action
- End with a Clear Call to Action: Conclude your presentation with a clear, concise, and urgent call to action. What is the one thing you want your audience to do immediately?
- Follow-Up: A presentation isn’t a one-off event. Follow up with a purpose, adding value every step of the way. Make sure to keep the conversation going by sending a relevant case study, or even any resources and templates you have that can help their business outside of a paid engagement with you.
2. Continuous Connection
- A Rising Tide Lifts All Boats: Post-presentation is where the magic happens. Stay connected and nurture the relationship. Provide additional insights, answer questions, and show ongoing commitment. Don't forget to do your best to multi-thread with or without permission (more to come on how to do that in a future issue).
- Be Genuine: Authenticity goes a long way. Show that you care about their success beyond just making a sale.
Conclusion
Every presentation is an opportunity to make a genuine connection, change perspectives, and close deals. It’s not just about avoiding boredom; it’s about creating moments of clarity and conviction. By focusing on substance, engaging delivery, and meaningful follow-ups, you can transform your sales presentations into powerful tools that leave a lasting impression.
Let's get prescriptive ya'll 🩺
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