The
Keys to Great Sales Presentations
If your business depends on
selling products or services to other firms, then you and your staff
need to make great sales presentations. Here's how to make presentations
that show prospective clients exactly what your company can do for
them:
- Rehearse. Rehearse every aspect of your presentation.
Read in front of a mirror to practice eye contact. Practice varying
the pace of your reading and the tone of your voice. Rehearse in
front of a friend or colleague who can offer constructive criticism.
- Know your audience. Tailor your presentation
to your prospective clients. To do that, consider what they are
likely to need from you. Use terminology they'll understand and
make sure you are familiar with their business jargon. That will
help you to establish common ground with them.
- Be honest. If you don't know the answer to
a question, don't try to answer it. There's nothing wrong with
admitting uncertainty. At the same time, be sure to play up your
strengths -- including the ability to learn what you must to serve
the client's needs.
- Create an outline. A good sales presentation
has four main sections; each section is described below. Just don't
be a slave to your outline -- be prepared to use your notes as
a departure point for improvisations that suit a particular audience
or situation.
The Four Components of a Strong Presentation
- The introduction. Begin by thanking your
prospective clients. Let them know that you are glad to be there
and convey how enthusiastic you are about the things you can do
for their firm. If you had help in preparing your proposal, give
a quick word of thanks and acknowledgment to the people who assisted
you.
- The body. Offer a clear, concise and convincing
description of the benefits you can provide to your prospective
clients. Be specific and offer concrete examples. Highlight your
expertise, the methods you would use to apply it and the benefits
that will result from choosing your firm.
- The conclusion. Summarize the body of your
talk. Once again, highlight the likely benefits of doing business
with your firm. Thank everyone in the audience.
- The Q&A. Offer the opportunity to clarify
any points in the body of your talk and emphasize again your company's
strengths. Try to anticipate important questions before your talk
so you can formulate answers. Restate questions so everyone in
the audience can hear them, then keep your answers brief and to
the point. Remember: If you can't answer a question, don't try.
Presentations are where you make or break what you
are selling. If your information isn't clear or enticing enough,
then you may lose the potential client/ customer. Take the time to
thoroughly develope your material focusing on the points you wish
to discuss and putting them into a coherent and engaging presentation.
Remember, Rome wasn't built in a day - neither should
your presentation.
About The Author
Suzanne Fyhrie owns and operates OneWay Advertising and Design. She specializes
in marketing and graphic design.
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