Sales Presentations

5. Delivering the Presentation

5.1 Your immediate aim at the start of the presentation is to involve the audience and show you have their interests at heart.

• Talk to the customer before the presentation. Find common ground and mention details that show you understand his or her business.
• Introduce yourself. Tell the audience who you are and what you do.
• Break down any 'them and us' divide by asking members of the audience to give you their names and role in the company.
• Find out more about your audience by asking questions. For example, 'Is there anything anyone would particularly like to learn from this presentation?'
• Do not start your presentation until you have everyone's attention.
• If you are confident of a good response, use humour to get the audience on your side.
• Respond to your audience. If people show signs of being bored or distracted, be ready to change your intended approach.
• Use the right body language (see 5.6).

5.2 Start your presentation with an overview of the key points you intend to make.

• Tell the audience what you are going to talk about. Summarise what you understand to be the customer's current circumstances and how your product or service is the answer.
• Explain how the presentation is structured, how long it will last and how you intend to deal with questions (see 6).

5.3 Cover each key point in turn, following the order you have already outlined.

• Use pauses to emphasise your points.
• Ask questions and use names when appropriate.
• Keep control. For example, do not let people jump ahead. Say 'I'll come to that later.'
• Continually involve the audience and check understanding. If you see doubt, try to clear it up by inviting questions (see 6).

5.4 Summarise what you have said.

• Repeat the message you want the audience to remember.
• Stress the benefits of taking action.

5.5 Use positive body language throughout.

• Speak clearly so you can be heard.
• Project energy and confidence. Your enthusiasm is a powerful tool to interest the audience and encourage action.
• Stand confidently and openly. Do not fold your arms, fidget, pace or stand with your hands in your pockets.
• Constantly scan the audience to maintain eye contact. Smile. Show you are happy to have the chance to present your product or service.