How to Create a Winning Sales Presentation

Winning Presentations
Today sales people have to deliver more sales presentations to prospective clients  – more  presentations, and better presentations, than ever before.

As industries become more competitive and complex, customers have become both more confused and more demanding. As a result, they are likely to listen to a well crafted presentation but glaze over to a dull, boring ‘Powerpointy’ one!

Why do Prospects Want To See Presentations?
Making presentations in tools such as Powerpoint is about as much fun as a trip to the dentist. And looking and listening to them isn’t a much  better. So why do prospective customers still expect them?

Well the customer needs to compare services from various potential suppliers to make sure they buy the best value solution based on your point of difference and the value you can offer. Putting it simpler, they probably just need to compare costs and get the right information to make a decision – or pass on to the decision maker(s).

Whatever their reasons, the presentation piece has become a common element for winning new business across the globe. Today, all sales professionals are expected to deliver engaging, persuasive and effective presentations that centre around the client’s needs.

So What Goes Into a Winning Sales Presentation?
Your objective in creating a presentation is to provide enough information for your prospects to make an excellent and persuasive case for them to buy your products or services. Sounds easy eh?

If so then why do the huge majority of sales presentations start with the history of YOUR company!? Maybe the sales person creating the presentation thinks that the history of their company is so compelling and important that it will immediately persuade the prospect to buy?  Erm….NO!

And why also focus your whole deck of slides on your products/services too? What about how you can help the prospective new client solve a business headache they have or how you can help them plug a gap that is missing your product or solution today?

When we demonstrate our Presentia presentation software to prospects the first thing we talk about is how they currently do their sales presentations before articulating how Presentia will help them with the issues they have today e.g. no brand control, average quality presentations being used that are not up to date and do not project their business in the best light etc.

Effective sales presentations that win new business are customer-centric. Prospects buy your products or services because they have been searching for a solution to their urgent problem in their business.

In our experience, there are four things that all sales presentations must have in them to increase your chances of converting new business:-

  1. Show how you understand the prospect’s problem/business need.
  2. Your suggested approach to solve these issues delivering positive results for the client’s business.
  3. The compelling reason for them to select you rather than your competitor.
  4. Show how you can deliver to time & budget. 

The above four points are essential for any sales presentation.  Everything you include in your slides must be focussed on one or more of these four points.

Your prospective new client is judging you and your presentation on:-

Will we get what we need from this company?
Can they really deliver it?
Is this the best place to spend my valuable budget?

If you follow this basic presentation structure above then you will see an increase in your sales conversions. But to increase it even further try the following two principles:-

Personalisation
Prospective new clients expect more today. You can’t give them a standard presentation – it needs to be personalised to them. We don’t just mean a title slide with their name and company logo on it either!

You need to demonstrate what you have researched and learnt from previous engagements with them be that on the phone, online, in email, or face to face at credentials meetings.

Share with them personalised insight and relevant content – not generic slides you have used for months/years. Where possible use the language of the customer/their sector throughout.

Primacy in Sales Presentations
What’s this? It’s how we judge future outcomes based on first impressions. Research into Primacy shows that it takes on average at least seven positive experiences to get over one negative one!

So what does this mean for our sales presentations? Put content up front  in your sales presentation that your prospect will care about the most.  Understand the prospect  and then build your presentation structure accordingly.  Put that objective your prospect has at number on in your slide structure and then build everything else around how you are the best supplier to solve that objective.

Want to get expert help in creating an effective pitch presentation for a large client opportunity? Give our presentation design team a call today on 0203 239 2422.