Presentations That Sell | Sales Tips

Last week, we talked about proposal formats. Therefore, it makes sense that we talk about presentation formats this week.

I believe that you should always present in person when possible. I know it’s not possible all the time, but your most important and valuable proposals should always be done in person. Regardless of whether you’re presenting in person, on the phone, or on a video conference call, follow this format.

Lead with the client’s objectives or challenges and list them out. If you’re presenting in person, write them out on a whiteboard if one is present. Explain that you're trying to accomplish or solve A, B, and C. Next, talk about the features of your product or service and how that can solve the client's problems. The best language to use here is, "the benefit to you is." You might say, "Here is how we can solve that problem for you. The benefit to you is..."

Always follow up with examples. Ideally, you want to use one of your clients as an example. That will prove to the customer that you can do what you said you were going to do. Next, follow up with a question.

• Does that make sense to you?
• Do you see how that gets you to where you want to go?
• Do you see how that solves your problem?

Follow with the investment next. You always talk about the price as an investment. Why? Because an investment presupposes that they’re going to get a return. Don’t forget your closing question after you talk about the investment. I can’t tell you how many times I have been on sales calls where the presentation and proposal are perfect, but the salesperson doesn’t ask for the sale.

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