Anatomy Of A Great Sales Presentation

Putting together a high-quality sales presentation can be a little bit stressful

, to put it mildly. To make it a little bit easier, we put together some of the key components that make up a great sales presentation.

1.) Introduction. You will want to start, of course, by thanking your audience for their time. Make it clear how happy you are to be there and how excited you are at the prospect of working with them. Now would be a great time to - perhaps subtly, perhaps not - let them know how much you know about their business, what their mission is, and how the product or service you are pitching them will help them achieve their goals. The key is to convey a personable attitude. Try to avoid being too salesperson-like. If you end up doing business with your company, these people are going to want to feel like they already have a friend there, and that friend is you. Of you have support staff with you, introduce them right off the bat and explain to your audience how terrific they are and why they are there.

2.) Main Body. While you may feel that you can talk for days about how great your company is and the many ways in which you will be able to help your prospective clients, keep in mind that you audience is essentially at a meeting - and you know how most people feel about meetings. The idea is to find a way to be both concise and convincing - easier said than done, it's true, but there are ways to achieve that result. When you are talking about the benefits your potential client will see, be as specific as possible, with facts and figures and proven results. Don't go in there selling them pie in the sky. Be clear about what your level of expertise is, exactly how you get the job done, and the benefits they are going to see if all goes as planned. Sell, yes. Just don't oversell.

3.) Presentation Materials. It is always a good idea to leave your potential partners with something tangible, and the better it looks, reads, and feels in their hands, the better you will be remembered when your presentation is over. There are lots of different booklet styles out there, and you should make a trip down to your local print shop (or do some searching online) and learn about a few of them. It doesn't necessarily cost that much more to produce materials that are a little bit classier than the norm. If you put materials like sales books and proposals together often, you can even buy your own machines to do the job and likely save money over time. A couple of the more elegant styles of books are twin-loop wire and thermal bound books. Thee are the types of documents that tend to stay on your clients' shelves, rather than the recycle bin.

4.) Conclusion. This is when you go back and hit the main points of your presentation. Highlight again your qualifications, and the potential benefits of doing business with you. As part of the conclusion, you will naturally want to have a question and answer period. It is always, of course a good idea to give some thought beforehand to what questions your audience is likely to have, and to have high quality answers at the ready.

by: Jeffrey McRitchie

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