3 Steps To Better Structure Your Sales Presentation
Whether you know it or not, every sales presentation has three main parts: the Introduction
, the Body, and the Conclusion. These are the basics that are covered in most sales presentation training workshops.
1. Introduction
Before you even begin to speak, center yourself on the stage and connect visually with your audience. As difficult as it may be to start with silence, look at individual client faces and allow the tension to build. When the audience is quiet and expectant, deliver your opening dramatically with a voice and gesture that demand attention. This is your moment to lead the audience toward your message. Be sure your opening has maximum impact and relevance.
2. Body
Though this will be the longest part of your sales presentation, it still needs to be well crafted. Make sure that every point you make is relevant to the overall presentation. If a point doesn't support your message, omit it. If it not clear and compelling, omit it. If it does not resonate with your audience, omit it. If it does not differentiate your point of view, omit it. Be vicious with editing. Remember less is more.
The body of your sales presentation is where you elaborate on your theme and establish your perspective. To be sure that the audience clearly understands, make good use of the following for sales presentation techniques:
1. Repetition - Repeat certain key phrases that become the audiences main takeaway thought
2. Segues and transitions - Underline ideas by asking lead-in questions like, Why does this matter? Or ask questions that create clear transitions like, What comes next? The very next words will have added emphasis.
3. Imagery - Use a metaphor or story with images that, more powerfully than simple words, convey your central point or explain new concepts. A picture or diagram can serve a similar purpose as a visual aid that simulates both hemispheres of the brain.
4. Structure - By numbering your points, the audience can follow your logic more easily.
Such sales presentation techniques will lead your audience through your thinking process, but how do you keep them fully interested and engaged? There are a few critical techniques for this necessary part of an effective sales presentation:
* Vary the dynamics of your voice
* Ask questions to stimulate their thoughts
* Create interaction with a quick survey or show of hands
* Keep on the move, both around the room and with gestures
* Use pauses to regain their attention
* Look directly at individual audience members
* And, perhaps the most effective of all, have fun and engage the audience with humor
3. Conclusion
This is the section of the sales presentation with the second highest impact after the Introduction. You cant afford to have it fall flat. First let your audience know that the conclusion is near with vocal inflection and with words, such as to conclude. Memorize your last few sentences so that you end with authenticity, authority and confidence. Leave your audience with a strong final impression of you AND your sales presentation.
by: Tris Brown
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