| Delivering
effective sales presentations can be tricky if you are not
comfortable with your product, your client, or if standing
up in front of others frightens you. Having open discussion
about sales needs vs. ability for the product to meet those
needs is critical to an effective sales presentation. Here
are some tips to help you develop and deliver a compelling
sales presentation:
Know the Industry
Have a base understanding of the industry
in which you are selling into. Know the major players, and
know the products, services, and most recent media releases
so you can have an overall knowledge of the marketplace in
which you are selling into. Subscribe to a few reputable trade
magazines to help you stay on top of marketplace happenings.
Your prospect will expect this from you in coming to present
to them.
Know the Prospect
Research your prospect so that you understand
their size, products, typical buying processes, fiscal year
end, competitors, marketplace position, and value proposition
to their clients. This will help you tailor your presentation
and product or service offering specific to their needs, and
will build credibility as one who has taken time to understand
them well.
Know How Much Time You Have
Prior to your presentation, make sure you
understand how much time you will have with the client, as
well as resources available to you to make your presentation.
This will help you prepare your initial presentation, as well
as formulate a back-up plan in the event the initial presentation
does not work out for one reason or another.
Know Their Needs and Your Product
Before you present anything, make sure you
know their needs as well as how you believe your product will
meet those needs. The idea in an effective sales presentation
is to create a match between you and the prospect—so
the more you know about the challenges their business is facing,
the better off you will be in meeting (and/or exceeding) those
challenges through your products/services customized to their
business needs.
Know Buying Signals
Before you present your product, you should
have a pretty good idea as to where you stand in their eyes.
Understand their buying signals and know how to overcome their
objections—especially on your feet—is critical.
Keep note of their hesitations, their concerns, and their
goals, and put in place a plan to overcome them.
Remember that “no” does not necessarily
mean “no”. It may simply mean that the prospect
does not completely understand your value proposition. Clear
communication and recognition of progress through the sales
presentation will help you tailor your presentation and your
answers to their questions most effectively.
Know Who the Ultimate Buyer is
There may be several “influencers”
in the buying process, but ultimately one buyer who makes
the final buying decision. Know who that person is, and make
sure you alleviate any concerns they have as you are closing
them on buying your products or services. It is critical that
they understand your company and product’s key value
proposition so they can feel comfortable with their purchase.
Know Yourself
Many people have an innate fear of presenting
to groups of people, regardless of the group’s size.
Speak clearly, confidently, and be honest. If your prospect
has questions you cannot answer, tell them you will find the
answer and get back to them at your earliest convenience.
Practice your presentation, and anticipate potential questions
and how you will answer them.
Dress professionally, and don’t come
across as too "salesy." Watch your mannerisms, and
try to mirror the mannerisms of your client as much as possible
without annoying them so as to put them at ease with you.
Be conversational, sincere, and honest.
Overall, an effective sales presentation has
as much to do with your preparation for the presentation as
it does your ability to “wow” your prospect with
a dazzling light show or phenomenal product presentation.
Know your prospect inside and out before you ever present
product offerings to them, and you will win the first battle
to making them your client: earning their respect for who
you are and the company which you represent.
How
to sell using the telephone | Techniques
to Use When Selling Over the Phone | Effective
Phone Selling Tips |
More
Phone Selling Tips | Effective
Sales Presentations
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