As consultants, we are frequently asked what defines a top-notch sales presentation. In short, we’ve found the best presentations are those which seem almost effortless to their intended audience —combining relevant information with power, credibility, genuine concern and a hint of charisma.

While the old adage ‘features tell and benefits sell’ definitely remains a universal truth, the art of making an effective presentation requires that you delve a bit deeper.  Not only must the salesperson realize that benefits do indeed sell — he or she must also determine which of those benefits are of significant interest to the customer. After all, a sales presentation centered on information and options that are irrelevant in the mind of the prospect may as well not emphasize anything at all. 

Always remember that people are far more likely to believe what they experience for themselves, as opposed to that which they simply hear or read. Take our intern Phillip, for example.  He recently went on an exciting, informative trip to Turkey after many months of learning about the country via brochures, advertisements, videos and the like. Although he began the trip with many set ideas of what to expect, he was also able to gain some valuable new insights. Phillip learned that:

• Travel is expensive (much more than he thought)

• Travel is fatiguing (much more than he thought)

• Eastern Europe is rich in history (much more than he thought)

• He was happy with life here at home (much more than he thought)

How does this example translate into the world of sales? Simply put —  even prospects with preconceived notions about your product or service offering can have their understanding broadened by a combination of relevant supplemental information and first-hand exposure.  Your job is to serve as the tour guide, interpreter and facilitator. Allow them the flexibility to reach their own conclusions, draw their own analogies and indicate to you precisely which areas of need or want your product can address for them.

The key is to craft your presentation in such a way that it naturally facilitates those behaviors in your prospect.  Here are some tips for creating a stellar presentation:

• Structure your presentation to address only the specific issues your customer has indicated. Think of yourself as a taxi driver, and your sales presentation as your vehicle. Your job is to take the prospect from point A (an expressed need or want) to point B (the product- or service-based solution) without taxing their time and patience by taking the overly scenic route.

• Create their vision, not your own. In reality, the average prospect doesn’t care about how you, your marketing staff  and  your R&D team see your product. What they want is to develop their own mental ‘brochure’ – one that presents your product in precisely the light they want to see it.

• Keep it simple. Don’t confuse your prospect with a lot of jargon, unnecessary tech specs or overly complicated presentation materials.

• Don’t present — interact. There are few things in life more boring than an unsolicited monologue. Show and tell, ask and explain, educate and involve rather than dictate. Engaging your prospect lets them know that the buying decision really is all about their satisfaction and needs.

• Let feedback be your guide. Gauge whether your customer understands and emotionally accepts your presentation by asking targeted, open-ended questions. The words who, what, when, where and why should be a salesperson’s best friends throughout the sales process.

Most importantly, always remember that people hate ‘being sold’ — they much prefer to leave a transaction feeling as if they have just received credible, valuable advice and solutions from a trusted colleague.  Present the right solutions in a manner that allows the prospect to know that his or her needs are the driving focus with you, and they will buy!

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