Selling products and services in times of turbulent markets is very demanding. Especially in the B2B sector, sales and management have to cope with many challenges. The multitude of providers, products and information channels makes it difficult to reach the desired target group at all and to convince them with one’s own offer. When contacting potential customers, professional groundwork is required. You need to present yourself and your company as perfectly as possible. This includes your sales presentation. It should not contain any weak points.
As a customer, what do you expect from a salesperson? Please think about this question for a moment. How should a sales call or presentation go so that you really buy? I suspect that at one point or another you may have slightly different priorities than I do. But the essential needs are likely to be the same. For example, I would like to know in a clear, concise way what a company, an offer can do for me. What do I get out of buying from XY? I don’t want to get run over by a brash salesperson. In the same way, I don’t want to be bored by a sprawling sales pitch with too much unnecessary information.
The sales presentation is a valuable support for the sales department
The times when the sales manager quickly put together a few slides because he had to go to the customer right away are fortunately history in most companies. Many companies put a lot of energy into creating PowerPoint presentations that really support sales. Often, business managers get outside help because they want to be on the safe side and have your sales presentation created. If you know how to create customer-relevant content in an informative and psychologically correct way, you can convince customers with your presentation. But the slides alone are not enough, of course. You need to know how to present properly.
The right presentation is crucial
If you are giving a sales presentation, you should not only be fit in terms of content. You also need to know how to present convincingly. A sales presentation should convince potential customers that your offer will bring great benefits for them. Not only the PowerPoint slides have to be perfect. The way you convey all the information to your customer is critical. A sales manager who presents in a bumpy, nervous manner raises questions about the professionalism of the entire company’s staff. Put-on friendliness quickly comes across as unserious and quickly arouses mistrust. If you want to be successful with a presentation, you need to remain authentic. Don’t try to play a role that doesn’t suit you. For example, if you are of a rather quiet character, do not try to mime the entertainer. It is important that you have a good knowledge of common presentation techniques. If you are unsure at this point, look for a presentation agency that also teaches presentation techniques. A presentation course will give you the confidence you need for your next sales presentation. But even a single hour with a presentation expert will make significant improvements in your performance.
No information overkill! Ask the customer what else he wants to know
I have seen it happen in sales presentations where the almost certain close was jeopardized by the sales representative not knowing when to stop presenting. The customer was taken with the presentation and made it clear that he actually wanted to get down to business: he already wanted to discuss next steps for a collaboration. But the speaker had not yet shown all the slides or conveyed all the information he had prepared. And so he just kept moderating. Not one or two minutes, but almost twenty minutes. The mood of the customer is tilted during this time. He had had enough and just wanted to leave. It was only with great difficulty that the deal could still be saved. Be specific about your customer’s wants and needs and ask them what they are most interested in. Don’t just rattle off each slide of the presentation. Decision-makers have little time. Therefore, get to the point quickly in your presentation. However, you should have additional slides ready to give more information if asked.
Prepare intensively for your next sales presentation
Of course, a standard presentation for all occasions would be the easiest. Unfortunately, it doesn’t work that way. If you want to have the greatest possible success with your presentation, then you must first invest time in each new customer. The presentation must be tailored to him. Preparation includes intensive research. Try to find out as much as you can about your customer. What is its business situation? Does he have any problems or goals you could help with? Has he had a bad experience with your industry? Which offer in your portfolio could be of particular interest to him? What questions might the client ask you during the presentation? You should be prepared and have the answers ready.
If you want your future presentations to have the best possible success, make sure you avoid crafting blunders. In the hectic pace of day-to-day business, however, mistakes can quickly occur. Therefore, one of the most important points when preparing your sales presentation is to consider the time needed.
Do not plan a presentation “at the last minute
Even if you have many other tasks waiting for you, be sure to create the necessary time slots to work with calm and concentration. Make sure your PowerPoint slides have a final poop roll. The finished presentation should be available to the speaker a few days before the presentation so that he/she can prepare in detail. You should also not arrive at your presentation appointment rushed. This will have a negative impact on the quality of the presentation. Allow enough time to arrive on time without rushing, to check the technology and to mentally prepare for the presentation.
The structure of the sales presentation
We have already pointed out elsewhere that decision-makers have little time and want to have the decisive facts presented without further ado. Therefore, try to keep your presentation rather short.
Introduction
The introduction should make up something 15% of your presentation. Welcome participants give a brief rundown of what to expect in the next few minutes. Inquire about the customer’s special interests and wishes so that you can specifically address them.
Main part
The main part is about 75% of the sales presentation. Here you make it clear what you can do for the customer and what concrete benefit you offer with your offer. Specifically address the issues your client may have mentioned during the introduction.
Final part
This part should be about 10% of your presentation. Thank them for their attention and give space for questions to arise. Build in a “call-to-action,” a request for the customer to take the next step. If possible, try to answer all questions satisfactorily.
What happens after the sales presentation?
What is the ideal outcome of a sales presentation? The customer is thrilled and wants to buy immediately. This can actually happen with a good presentation, but unfortunately it is not necessarily the normal case. If necessary, you should schedule a follow-up appointment or phone call. If the presentation was well delivered, that shouldn’t be a problem either. If no one contacts you at the agreed time, you should take the initiative and contact them yourself.
Have sales presentations created externally – here’s what you need to watch out for!
If you want to involve external experts in the preparation of your sales presentation, you need to pay attention to some important requirements. When choosing a service provider, you should go for a really experienced presentation agency that has experience in sales/distribution. You do need to know the rules of the game when it comes to sales presentations and how to structure a successful sales presentation. This agency should also be able to assist the speaker in using proper presentation techniques. If presentation training is offered, go ahead and take it. For your part, you should provide the agency with information about your own company and customers as best you can. Only when the agency receives the necessary info, the work can be done successfully. By the way, you can also recognize good agencies by the fact that they take the briefing very seriously and conduct an extensive informational interview with you. When you hire outside experts, it costs money, but in return you usually get top-notch work that significantly increases your chances of success with the client.
For more info on how to find the right agency for your sales presentation, click here.
A good sales presentation does not guarantee an order, but a skilful, psychologically correct presentation is the basic prerequisite for a strong positive impression on the customer.
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Dipl.-Wirtsch.-Informatiker Matthias Garten as the expert for multimedia presentations and professional PowerPoint presentations knows about the art of professional slide design. He is an entrepreneur, speaker (TOP 100 Speaker), trainer (TOP 100 Excellence Trainer), multiple book author, presentation coach (presentation training), member of the GSA and Club 55, organizer of the Presentation Conference, Presentation Bootcamp and Presentation Rocket Day. In addition to PowerPoint and presentation training, he inspires and advises companies to present themselves even more effectively and thus stand out from competitors. He is the business owner of the presentation and PowerPoint agency smavicon Best Business Presentations and with his team has created over 10,000 professional PowerPoint presentations for over 150 industries since 1993.
