BY Jessica Helinski
26% of sellers identify sales presentations as a top weakness. These are findings from SalesFuel’s Voice of the Sales Rep study, highlighting a need for guidance on sales presentation approaches.
Specifically, young sales reps are more likely to report struggling. Millennials (27%) and Gen Zers (28%) report sales presentations being a weakness more than Gen X and baby boomer reps. This suggests that experience plays a big role in reps’ comfort levels with presenting.
Sales presentations also pose a challenge for those working in companies with 500 or fewer employees. In smaller companies, there may not be adequate training or coaching available due to time or budget constraints.
“This study reveals there’s a big opportunity for sales reps to strengthen their presentation skills,” Denise Gibson, director of AdMall Sales at SalesFuel, points out.
“Delivering a confident, persuasive sales presentation is essential for winning business and standing out in the competitive B2B media market.”
How can sellers improve their sales presentation approach?
If you find yourself among those who say presentations are a weakness, it’s time to adjust your approach. One of the most essential elements of a successful presentation is what one does ahead of time.
Proper preparation sets the stage. This includes learning as much as you can about the prospect and their business. According to SalesFuel’s B2B BuyerSCAN, 58% of buyers say a top seller attribute is knowing their products and how to apply them to solve business problems or achieve goals.
When doing research, sellers should be sure to use best practices to optimize time as well as uncover the most valuable insights. Digital tools, like AI, can help with research. In fact, 31% of reps say they regularly use AI to assist with customer research and intelligence.
Check out these tips to make sure your research is both effective and efficient.
Keep the content concise
Your sales presentation approach should also prioritize adequate time for content creation. This can be tricky for sellers, as it’s tempting to highlight everything you can deliver. But professionals warn against overwhelming audiences with too much information.
In fact, HubSpot’s Brianne Garett suggests allocating more slide space to visuals than plain text.
“Forty percent of people prefer non-written visual forms of communication, so charts, graphics and other imagery are ideal,” he writes.
Bright, eye-catching charts and images provide interest. They also prevent sellers from relying too much on a slide’s wording, making it less likely they read it word-for-word.
And when you do use text, keep each slide focused on a single point, treating it like a “chapter” in your story. Keep wording concise and clean, and fill in the narrative as you speak.
This is another time to use AI for assistance, something quite a few sellers already do. According to SalesFuel research, 25% of reps say they use AI for presentation creation and/or rehearsal. Just be sure to use this powerful tool responsibly to protect your credibility. Check out this webinar for five fundamentals.
Don’t skimp on practice
Practice, practice and more practice should always be a part of a sales presentation approach. Never head into presenting without walking through each slide, and your delivery, multiple times. Even better, find someone to role play as your audience.
Try practicing on someone who has zero or very minimal knowledge of what’s being presented,” Garett advises.
“You can ensure your pitch is clear and thorough no matter who’s on the receiving end.”
And finally, if there is time right before your presentation, do a quick tech check. As SalesFuel points out, this often-overlooked step can settle nerves and ensure a smooth delivery.
“The last thing a seller needs before delivering a proposal presentation is to go into it not knowing the room set-up or what technology is available for use.”
A thoughtful approach leads to success
Sellers who optimize their sales presentation approaches can expect their efforts to pay off. And remember, improving presenting skills isn’t a one-time deal. Keep your skills fresh by revisiting best practices and updating your approach.
Photo by Vitaly Gariev on Unsplash
