A successful sales presentation should provide your prospect with precisely the information that’s required to make a decision about whether your offering will solve the problems they’re trying to address. Here are a handful of ways you can do that:
- Limit your presentation to the problems your prospect is actually facing. If your product solves a problem that your prospect doesn’t have, don’t bring it up. Instead, focus your time on the pain points you uncovered during the Probe Step.
- Ask feedback questions. Questions like “Is this on target?” or “Does this make sense?” can help direct your presentation as you move forward. Be careful not to overuse them, though. When you ask, be willing to adjust to your prospect’s expressed desires as you proceed. If you uncover an unexpected objection, stop your presentation and begin asking questions to learn more about it.
- Speak slowly and in “bite-sized” pieces. Don’t overwhelm your prospect. This is especially true if you’re introducing something new. It’s easy to notice when somebody else is talking too much, but it’s much more difficult to recognize it in ourselves. By slowing down, you’ll be able to pay more attention to the critical signals your prospect will be giving about his or her willingness to buy.
- Present only to truly qualified prospects. We go into a lot of depth in our IMPACT Selling programs about what a “truly qualified” prospect is. As a sales professional, you’ll need to be certain that you’re investing your time wisely. That means only presenting to prospects who will be in a position to really buy from you.
- Practice. You’re right; it’s a basic tip. But it’s probably the best piece of advice we can give. Run through your presentation with someone who can give you honest feedback. Even if it’s a presentation you’ve given hundreds of times, is there a way you can improve it? Practice the changes before risking them with a real, live prospect.
- Focus on your audience. Your attention should be on your prospect, not the product or yourself. Pay attention to your prospect’s nonverbal cues. Look for buying signals. It’s easy to get distracted from what matters most in your presentation: your audience.
- If you don’t know something, admit it. It’s better to admit that you aren’t sure about something than to try to “fake it.” If you’re asked about something, and don’t know the answer, just say you’ll get an answer. People appreciate honesty.
In short, your presentation is your best chance to “Wow” your prospect. Use these tips to make the perfect presentation.