The
Keys to Great Sales Presentations
If
your business depends on selling products or services
to other firms, then you and your staff need to make
great
sales presentations. Here's how to make presentations
that show prospective clients exactly what your company
can do for them:
Rehearse.
Rehearse
every aspect of your presentation. Read in front
of a mirror to practice eye contact. Practice varying
the pace of your reading and the tone of your voice.
Rehearse in front of a friend or colleague who can offer
constructive criticism.
Know
your audience. Tailor
your presentation to your prospective clients. To
do that, consider what they are likely to need from
you. Use terminology they'll understand and make sure
you are familiar with their business jargon. That will
help you to establish common ground with them.
Be
honest. If you don't know the
answer to a question, don't try to answer it. There's
nothing wrong with admitting uncertainty. At the same
time, be sure to play up your strengths -- including
the ability to learn what you must to serve the client's
needs.
Create
an outline. A good
sales presentation has four main sections; each
section is described below. Just don't be a slave to
your outline -- be prepared to use your notes as a departure
point for improvisations that suit a particular
audience or situation.
The
Four Components of a Strong Presentation
The introduction. Begin by thanking your prospective
clients. Let them know that you are glad to be there
and convey how enthusiastic
you are about the things you can do for their firm.
If you had help in preparing your proposal, give a quick
word of thanks and acknowledgment to the people who
assisted you.
The body. Offer a clear,
concise and convincing description of the benefits
you can provide to your prospective clients. Be specific
and offer concrete examples. Highlight your expertise,
the methods you would use to apply it and the benefits
that will result from choosing your firm.
The conclusion. Summarize
the body of your talk. Once again, highlight the
likely benefits of doing business with your firm. Thank
everyone in the audience.
The Q&A. Offer the opportunity to clarify
any points in the body of your talk and emphasize again
your company's strengths. Try to anticipate important
questions before your talk so you can
formulate answers. Restate questions so everyone
in the audience can hear them, then keep your answers
brief and to the point. Remember: If you can't answer
a question, don't try.
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