What Do Modern Buyers Want From Sales Presentations?

More than 25% of sellers say that sales presentations are a top weakness, according to SalesFuel’s Voice of the Sales Rep study. Likely, reps simply haven’t been taught the core skills that turn a good presentation into a memorable and persuasive one. Or they’ve shifted to “bad” habits that impact the quality of their presentations.

But it’s never too late to adjust your approach and replace outdated tactics with new ones. Knowing what audiences expect, what works and how to deliver are key to ensuring you connect with buyers and inspire them.

Sales presentations: What do buyers want?

It’s one thing to create a presentation that you think your audience wants. It’s another thing to know what they want. Additional research from SalesFuel revealed that buyers seek the following top characteristics in sellers:

• Provides relevant insight and ideas to help my business — 50.2%
• Knows their products and how to use them to solve my business problem or achieve my goal — 58.4%
• Creative, out-​of-​the-​box thinking — 43.4%
• Likeable and friendly — 44.6%
• Respectful of me and my time — 54.5%

Knowing what resonates with buyers should shape each and every presentation. These findings reveal the common expectations across all buyers. They should be the foundation of each presentation. Then, it’s up to you to fill in highly personalized details for each and every pitch.

Research

This is where thorough research comes in. Yes, it but it’s essential to demonstrating your knowledge about the prospect and how your solution fits. If you’re having trouble prioritizing research, consider blocking specific time for the task.

Follow these best practices to quickly uncover quality insights that will empower your presentation.

Storytelling

And once you have that research, you can meet expectations of creative thinking by integrating storytelling into your pitch. This not only adds a unique element but also is a powerful way to highlight your solution.

“Stories shape the foundation of human communication and contribute to our common experiences,” explains SalesFuel’s Tim Londergan.

“Furthermore, stories well-​told connect us to our listeners in a manner unmatched by any other means of communication.”

For tips on how to weave research-​driven storytelling into sales presentations, check out this expert guidance.

Time efficiency

Another important element? Time and flow. Remember, over half of buyers want sellers who respect their time, so long presentations won’t cut it. Be particular about what you choose to share.

Jaclyn Robinson of Crunchbase acknowledges how tough it can be to whittle down talking points during a pitch. But she emphasizes the importance of time efficiency, and shares these tips:

• Keep it tight: Limit your pitch to about 20 minutes with a short deck (about 10 slides) to avoid wasting time.
• Don’t overload slides: Stick to a few clear bullets and simple visuals so ideas are understood quickly.
• Start with the main point: Use an inverted pyramid which means leading with the big idea first to save time and set direction.
• Win the first 30 seconds: Clearly state the problem, solution and benefit right away so the audience immediately understands the value.
• Streamline the rest: Move into specifics efficiently, addressing likely questions upfront to reduce back-​and-​forth later.

Don’t skip practicing

Sales presentations can be perfect on paper. But the delivery can derail everything. Just like research, sellers must set aside time to run through presentations.

“The more you practice, the more nuances you’re able to consider — and that will make your presentation more interesting,” writes HubSpot’s Brianne Garrett.

She suggests these easy tips for practice run-throughs:

• Practice your presentation repeatedly until it feels natural
• Refine your message each time you rehearse
• Memorize key points so you don’t rely heavily on a script
• Practice handling possible questions or interruptions
• Rehearse out loud, not just mentally or in your head
• Present to someone who knows little or nothing about the topic

And if time allows, consider role-​playing presentations. These “practice” sessions can help you develop the ability to adapt to different and unexpected scenarios.

Refreshing your sales presentation approach and skills ensures you are aligning with what today’s buyers want. By offering a value-​packed pitch, you can both engage and inform, bringing you that much closer to closing.

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