Whether you are conducting a phone presentation or a face-to-face presentation, there are certain consistent elements involved that will contribute to your success. First of all, ask yourself these 3 questions:

 1. Who is the focus of this sales presentation?
2. What is my ultimate goal of this presentation?
3. How do I need to prepare?

If the answer to the first question is “the customer”, you are correct. Remember, YOU are not the most important aspect of the presentation. That’s where some sales people make a major mistake. Hey, if it were about you, the customer is not likely to make a commitment. Once the sales presentation is about THEM, you start hitting the sweet spot in the call.

So, focus on the customer’s needs in your sales presentation. You gathered the necessary information in your discovery process—now take what the customer said is needed and focus on them. If marketing sent you a fantastic presentation and it doesn’t “fit” your specific customer’s presentation, adapt it, modify it, or even discard it. Make the presentation your own. The likelihood of gaining a commitment gets better that way!

Speaking of commitments, isn’t that your ultimate goal of a presentation? Perhaps your goal is to schedule an appointment, conduct an on-site evaluation, or sign a contract. Whatever your objective, make sure you are clear what you are to accomplish in your sales presentation. Too many sales representatives end their presentations with a simple “thank you”. That’s meaningless. If your presentation was well thought-out, you had your specific goal outlined, and you addressed the customer’s needs in your presentation—you have earned the right to get a commitment. Here’s an example…

I just got off the phone with a client. This client has some initiatives for this year that he shared. I listened. Took notes. When he was finished talking during discovery, I paraphrased what I understood their priorities to be for the year. Then, I offered some ideas and suggestions of our services that can help them reach their goals. That was my presentation. When I was done presenting the solutions, I asked for a commitment. We agreed on a follow up action and phone call. That was an effective sales presentation…I met my goal and the customer committed to a next step.

Now, how do you prepare for your sales presentations? If it’s a phone presentation, you’ll need to listen to the customer and provide some brief solutions or product suggestions. Remember, if your product or service requires an in-depth presentation, you will need to set an appointment either in person or on the phone. Resist the urge to do what your competition does…that is to dump out everything he knows in 2 minutes! That is NOT a well-thought out sales presentation.

If this is a face-to-face presentation, make sure you have everything you need with you. And if you carry samples or company literature, keep it hidden in your briefcase until you are ready to show the customer. Otherwise, the customer will take control of the presentation and you’ve lost control! During your presentation, keep your customer involved by asking validation questions throughout, and avoid talking too much. That’s where many of us get into trouble.

And by all means, when the customer gives you the buying signals (whether verbal or non-verbal), ask a question and get a commitment. Then, watch your sales increase!

 (c) Renee Walkup, SalesPEAK, 678 587-9911 www.salespeak.com