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Sales Presentations
2. Structuring the Presentation
2.1 Think of a single phrase you would like your audience to use when describing your presentation.
- The phrase should describe the selling point that makes your product or service attractive to this particular customer. For example, 'The guranteed delivery we provide ensures you meet your customer service standards'.
2.2 Establish a few key points the audience must grasp.
- Make sure the points describe the benefits of your product or service, not the features. For example, 'The guaranteed delivery we provide ensures you meet your customer service standards.'
2.3 Put together a logical argument convincing your audience it needs to take action.
- Audiences remember most clearly the opening and closing part of a presentation. Prepare your argument and delivery with care at these points.
- Try organising your material into self-contained sections. This lets you respond readily to cues from the audience.For example, if it seems the customer is not interested in one aspect of your presentation, you can drop this section without disrupting your flow (see 3.3).
2.4 Find out any facts and evidence you need to support your argument.
Research the area thoroughly so that you have key information at your fingertips.
- Include important information in your presentation and make sure you will also be able to address any questions or issues the audience might raise.
- Anticipate likely objections to what you are proposing. Make responses to these objections part of your presentation. (See Selling technique.)
- Make sure you know the products of your competitors as well as you do your own.
2.5 The structure should allow you to reinforce your main themes three times.
- Introduce key points in the overview, develop them in the main body of your presentation and summarise them again in the conclusion (see 5).
2.6 Confirm in advance how much time is available for your presentation and work out your timing.
For example, decide how long you plan to spend answering questions.
- Make your timings flexible. You may need to adjust them if your allocated time changes at the last minute.
- Do not tire your audience out. If the presentation is long, keep people fresh, interested and responsive by inserting regular breaks.
Handling Nerves
Most people feel nervous before making a presentation - but nerves can be a useful source of energy.
Be clear in your own mind how valuable this customer is to you. Focus on your objective for the presentation.
- It helps to remember that customers have chosen to listen to your presentation. Even if they seem unfriendly, they must be interested in your product or service to be there in the first place.
Prepare well to help you feel in control.
- Rehearse in front of family or colleagues.
Try not to appear nervous.
- Take several deep breaths before you start speaking. Hold each one and exhale slowly.
- Concentrate on speaking slowly. People naturally speak fast when they are nervous.
- Have a glass of water nearby to sip if your mouth gets dry.
- Do not hold pieces of paper that magnify your shaking.
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Business Advice