A sales presentation is the proverbial last mile. The opportunity to come face-to-face with a prospect is your last bet to make sure the sales process goes in your favor. Because of this, the stakes are high and there’s a lot of pressure to perform. It’s not enough that you’ve made sure to present your product or service in the best light. You also need a good story to share.
Salespeople commonly tend to focus on the particulars of what they’re offering. While it’s important to introduce the details of your product or service, it’s also important to answer a crucial question. As TED speaker Simon Sinek puts it, “people don’t buy what you do, they buy why you do it.”
Following this line of thinking, here are a few ways to make sure your story stands out and leaves prospects inspired:
Follow a compelling structure
Do without the blatant matter-of-fact way tone sales presentations typically have. This traditional technique doesn’t particularly inspire prospects to engage with you.
If you want to add an edge to your own sales pitch, follow the dramatic arc of ancient Greek plays. Scientific research has proven that narratives following this specific structure can trigger powerful emotional responses. This is exactly what you need if you’re looking to create a stronger connection between you and your audience.
Identify the challenges your prospect is facing
The conflict is perhaps the most important part of a story. In a movie, this is the point where all the tension and suspense starts to build up. While you’re not looking to scare people off their seats, it’s important to create a similar feeling in your presentation.
However, instead of a car chase, build up your spiel by identifying the challenges that your prospects want to solve. Let them see that you’re aware of their current situation and that you understand where they’re coming from. Describe to them a scenario that describes the challenges they face to make your pitch more relatable.
Detail a solution particular to their issues
Obviously, it isn’t enough that you identify the problems your prospects want to solve. Challenges need to be solved. If you really want to leave them inspired, balance your story out by offering your own solution.
This is the part where you can bring out the details of your product or service. Delve into the features that are particularly helpful for the challenges you just presented. Make sure these solutions are specific to give your sales presentation a more personalized feeling.
Urge audience to action with a definitive statement
When you finish covering all the important points, don’t forget to end your sales presentation with a bang. Urge the audience one last time by providing them a Call to Action statement that’s simple and straight to the point.
Summarize the purpose of your pitch in one bold statement that will get prospects to commit. This final, definitive statement is your last chance to make sure the audience doesn’t forget your story and message, so make it memorable and convincing.
Make sure the visuals highlight your brand
All these tips could fall flat if you don’t have visuals that help highlight and elevate your story. Part of that story is making sure your brand is well-represented.
By creating a PowerPoint deck that mirrors your brand, you can make sure that your sales presentation is more distinguishable and unique. Best of all, it also helps remind your audience that you’re the best choice from a range of competitors.
The best way to go about this is by incorporating your logo in the colors you use. Take a look at these sample slides for more inspiration.
A sales presentation doesn’t have to be an uphill battle. Following the right techniques, it can be an easy sprint to the finish line. Follow these tips to make sure you leave prospect clients inspired and ready to get on board.
“End Your Presentation with a Call to Action Slide.” SlideGenius, Inc. July 14, 2014. Accessed January 26, 2015.
How great leaders inspire action. Simon Sinek. TED, 2009.
“The Science of Effective Storytelling in Presentations.” SlideGenius, Inc. September 28, 2014. Accessed January 26, 2015.
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