Not every sale requires a presentation, but most do and that has led to an abundance of wasted time. And boredom. And the audience checking e-mails and messages. And even more subsequent presentations.
Sales presentations are both over and under-rated. They are over-rated because most of them are about the seller and are the software equivalent of the “don’t hesitate to phone or e-mail me if you have any questions” line all salespeople use at the end of all calls with all customers (doh, you bet the customer already knows the obvious). Sales presentations, on the other hand, could be under-rated for their sheer efficiency and effectiveness to excite, motivate and move things along. The latter variety is the exception and needs preparation.
Photo Credit: Hans
How to do so? First and foremost a presentation is about the buyer. I repeat, a presentation is not about you the salesperson, your company or your way of selling it. It is about them, the prospect. The problem typically starts with the marketing and product management groups. Nothing against these important departments, but the stock presentations they generate violate the abovementioned rule. Then sales plays tag using the templated presentations and carries on with slide after slide of ‘who we are’ and ‘where we are’ et cetra.
Sales must resist the urge to dole out this information in favour of information relevant to the customer, its process, its buying habits and specific needs. Customers care about the seller’s information only insofar as it concerns their needs. The problem, however, often is that the correct information to be included in a pertinent presentation is not known to the salesperson. Either the salesperson has not asked/not dug enough in advance or the buyer has resisted giving the information out and the seller has copped out and not persisted. This is to the detriment of both the buyer and seller.
It is the job of the salesperson to ask the ‘why’ questions, understand the need, understand the customer’s buying process including MAN (Money, Authority, Need). This information should then be used in the subsequent customized presentation that speaks to the information the buyer would find valuable.
- Gather the information that is relevant to what the customer finds important (it is fair if as an expert you have data that similar customers have found useful and relevant).
- Know the ideal outcome (based on the concept of the buyer) that should follow the presentation.
- Create the presentation based on the above. Keep it pertinent, do not be copy-heavy and focus on the customer.
- Practice your presentation in advance of delivering it.
- Delete or shorten what is unnecessary. The less complex and the smaller the solution/product/service the more focused and succinct the presentation should be.
Addendum: in all cases do not think the ‘what’ is sufficient. Think ‘why.’ Why is this point important, why is this information offered and why did you decide to leave this text in your presentation when others did not make the final cut. Let the audience know. Do not assume they know or understand why you included something. Again, hint: you collected the context from the audience. As you can see the majority of the work was done in advance of the presentation itself. Explain to them that this text/bullet/page is there because as the expert in the product/service/pitch it is what you picked up from them and know it is important. Explain and elaborate the ‘why’ before you make your point so the context is clear before the actual point is given.
Here is an example: “Jane, Tammy and Joe you had mentioned that ten percent of employees use your current dispenser. I have included a point about adoption of our dispensers because their ease-of-use makes for a much wider adoption than what you currently see. We see this at all our customers and wanted to share the number with you. So here goes, as you see on the second bullet you will see eighty-percent adoption with our dispensers, which is key for you.”
While we are on the subject, and going back to the opening sentence, salespeople should not assume or insist on a presentation. If a sale can proceed without then by all means allow it to.
What are your thoughts? Click on ‘Comments’ and let me know.
*Things That Need To Go Away: We were founded in 1981, which makes us 37 years old and are located in more than 15 countries and over 20 cities. Let me tell you about our president and founders now…
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