Make Your Sales Presentation Make the Sale

As a salesperson, you are the most important sales presentation. But, have you considered that the materials you use for show or to leave with prospective clients can be a deal-buster?

While your appearance and behavior are vital to making a good impression, the appearance and appropriateness of your sales presentation materials can signal your professionalism, attention to detail, capability and credibility — or not.

Of course you're familiar with the general rules of business behavior, such as promptness, using a firm handshake, wearing clothes that are neat, clean and appropriate for the situation, etc. The general rules for your sales presentation materials deserve some attention as well. Check yourself out on these:

If you're just developing your sales presentation materials, or if you'd like to be better organized, here are some considerations:

CONSIDERATION #1: Know Your Prospective Client

As yourself these crucial questions:

What do I know about this company?
Make your prospective clients feel as if your sales presentation was developed just for them. Use the Internet, a library or the company's own marketing materials to research them. Then, whenever possible, use information about this specific company in your materials.

With whom am I meeting?
Gear items in your sales presentation materials to the level of the person in the organization with whom you'll be meeting. If that's the president, you might not want to load him or her down with too many statistics about the industry. After all, presidents should have a handle on that, shouldn't they? Not all do, but for you to try to educate them and out-dazzle them could be perceived as threatening.

On the other hand, you need to show that you have done your homework, know trends and forecasts — and also understand their situation. You might have to display your grasp of the situation, but don't outshine the company officers. Save your thunder for the solutions you will present.

Is this meeting most likely my only shot at getting their business?
One school of thought says you should give a prospective client just enough information to establish your credibility and pique their interest with possible solutions or benefits. Then suggest that you can come back with more information and a more comprehensive presentation.

The other school says that in today's busy and competitive business climate, you might be lucky to get just one chance, so give it your best shot now.

You have to be the judge, based on the audience and other factors that you have discovered in your research. For instance, if it took months to get an appointment, and you know the project you want to bid on is late already, don't count on a second chance, unless your first presentation leaves them on the edge of their seats.

That doesn't mean that you need to lay out everything on the table in one meeting; it could mean that you rearrange your presentation, focusing on the benefits to the company more heavily and right up front. Then your next meeting could be a follow-up for questions and for that final handshake.

CONSIDERATION #2: Select the Most Appropriate Presentation Vehicle

Are you calling on a progressive, high-tech company? You'd better be looking progressive yourself.

This could mean a video, Power Point or multimedia presentation, if that's something that would be expected. (Of course, you need to check with the company for format and equipment compatibility.)

When you do your research about the company, and when you're talking with the contact person, you should be able to get an idea of the best way to make your presentation.

Other "vehicles" might be a folder or bound booklet containing pertinent information.

Still other prospective clients might want only your charming personality over a cup of coffee. Even then, leave them with something to remember you by: your professionally designed business card and brochure, a price sheet, two tickets to a ball game — whatever might be appropriate.

Be careful not to be too pushy, but try to make the kind of sales presentation that would be most effective. For example, some clients will lead the way by suggesting a half-hour meeting when you'd like to make a full-blown presentation. You can try to steer around their suggestion by highlighting the benefits of giving them a more complete picture. But, in the end, this client may like the informal approach — at least at first.

CONSIDERATION #3: Package Your Presentation

Usually you'll have written materials, samples or other items that you'll leave with the prospect as part of your sales presentation. Loose pieces look unprofessional and are more likely to get lost. Package all items in a folder or other appropriate “container” designed to hold all the items you want to leave.

This packet should be customized to the individual client as much as possible. You can accomplish this with a top sheet that highlights benefits, benefits, benefits specific to ABC Company.

In addition, there are basic items that should be left with any company — items that may help a client decide between you and your competitor. Some of those items might be:

The printed pieces don't have to drive you to bankruptcy court. Professional designers know tricks that will allow you to update information without having to reprint major pieces.

In the End It's All About YOU

Your sales presentation materials can give your prospective customers an idea of your capabilities and professionalism — at least in the arena of tangible or visual items like handouts or electronic presentations.

But, in the end, it's you who has to sell the client on your ability, honesty, congeniality, compatibility, best-value, and that most precious commodity — trust. It's you to whom they'll look for answers.

There's no substitute for preparation. Practice every step of your presentation and anticipate questions. Be prepared to do your presentation verbally in case of a computer or power glitch. You could wind up being the whole show, because, in the end, your most effective sales presentation is you.

 

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