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Making a Sales Presentation Effective 1. Make the presentation relevant to your prospect. One of the most common mistakes people make when discussing their product or service is to use a generic presentation. They say the same thing in every presentation and hope that something in their presentation will appeal to the prospective customer. The discussion of your product or service must be adapted to each person; modify it to include specific points that are unique to that particular customer. If you use PowerPoint, place the company’s logo on your slides and describe how the key slides relate to their situation. Show exactly how your product or service solves their specific problem. This means that it is critical to ask your prospect probing questions before you start talking about your company. 2. Create a connection between your product/service and the prospect. In a presentation to a prospective client, if possible, bring a sample of the product that would eventually be used in the program of the prospect. Discuss the benefits of your products, not the features. Tell your customer what they will get by using your product versus your competitors. 3. Get to the point. Today’s business people are far too busy to listen to long-winded discussions. Know what your key points are and learn how to make them quickly. 4. Be animated. If you really want to stand out from the crowd make sure you demonstrate enthusiasm and energy. Use voice more effectively and vary your modulation. A common mistake made when people talk about a product with which they are very familiar is to speak in a monotone voice. This causes the other person to quickly lose interest in your presentation. 5. Use showmanship. In the book, The Sales Advantage , an example is given how a vending sales person lays a heavy sheet of paper on the floor and asks his prospect, “If I could show you how that space could make you some money, would you be interested?” Consider the impact of this approach compared to the typical approach of saying something like, “We can help you make more money.” What can you do to incorporate some form of showmanship into your presentation? 6. Use a physical demonstration. Some sales people often use a whiteboard or flipchart. Writes down facts and figures, draws pictures, and record certain comments and statements from the discussion. 7. Believe in your product/service. If you can’t get excited about your product, how can you expect your customer to become motivated enough to buy?