Whether you enjoy presenting or not, possessing sales presentation skills is one of the things that separates successful sellers from the rest. Presenting can be really tough, even for the most seasoned professionals. But if you commit to improving your technique and pursuing growth, your presentations will result in more closed deals.
Sales presentation skills: First, know the basics
Before focusing on delivery, sellers must understand what an effective sales presentation includes. There are some basic elements and points that must be covered in order to appeal to buyers. According to Pitch’s Dana Vogel, the following decks are a “must” for any sales presentation:
- The problem/challenge/pain point
- What you/your offering actually does
- Social proof (testimonials, customer quotes)
- Examples of past successes/Case studies/Data
- A conversion starter that encourages back-and-forth dialogue
- The next steps/Call to action
- Contact details
While each presentation should be specifically tailored to the prospect, these slide topics should always make an appearance.
Also, consider sending the buyers some information about the presentation prior to actually meeting. While some sellers may not be comfortable sending the entire presentation ahead of time, a basic summary is enough to pique their interest and get them ready to engage. The professionals at Crunchbase agree, noting, “Simply share a plan or a very short summary of some of the points you’ll discuss. That way you’re not spoiling the presentation, but feeding them just enough to create intrigue and encourage questions during the presentation given they’ll have time to think through what you’ll cover.
Consider adding backup
One fresh perspective on sales presentation skills involves including others. While most sellers do it alone, they can still make their presentations a collaborative effort. Include other team members to introduce other faces of your company. This emphasizes the people behind the product or service you’re selling. Or boost your sales credibility by offering social proof via video testimonials from satisfied clients. Get the marketing team involved by showing off logos, infographics and other visuals. These add visual interest and can make information a bit more digestible, especially when it comes to data. “Using visuals, like charts and graphics, to supplement your message is a valuable way to showcase your content in an easy-to-understand format as they make your words more impactful,” Chris Orlob, Hubspot, explains.
Combining the voices and creativity of others can have an even bigger impact than simply doing it solo.
Make it a conversation
Keep your audience engaged and interested by turning your presentation into dialogue. As mentioned earlier, including a slide deck that inspires a conversation is a start. Take it further by incorporating sections throughout the presentation that invite buyers to speak up. Questions are an excellent way to not only include buyers but also learn more about them and what they want. “By asking purposeful questions and having a two-way dialogue, you will be giving your buyer a chance to participate in creating what they want,” Deb Calvert writes. “Buyers who participate in creating what they want will pay more and are more committed to follow through with a purchase.”
These simple presentation skills can help you, and the prospects, get even more out of your efforts. And the more you work to improve these skills, the more deals you’re likely to close.
Photo by Mikhail Nilov