The fundamentals of winning sales presentations


Truth be told, salespeople are not everyone's favorite. Whether it's because of their persuasive or overly persistent nature, consumers always tend to avoid an encounter with them. People see them as always trying to get a piece of their wallets, which they instinctively avoid. However, despite all that, products still sell. This shows that in some way, customers still listen to various sales pitches- but in a smarter way. The inevitable change in customers' behavior is a great challenge for the salespeople also to change their tact.

If you are to sell your products as a salesperson, you have to desert the traditional sales presentation methods and adapt to some more friendly and personalized ones. Instead of the flat sales pitch decks, you have to come up with a more friendly tact that encourages more interaction between you and the prospect.

One thing is for sure – an interactive presentation that contains all the right elements inclines prospects to become more receptive and open-minded. So, what are these basics of a great and winning sales pitch?

1. Seize attention

For any sales presentation to be successful, aim to grab your listeners' attention right from your introduction.

The first few words must be captivating and engaging enough to glue your prospects to your presentation. Remember, if the customers lose interest in what you are saying, your presentation might not give you the desired results.

But how do you achieve this glue?

You can borrow a leaf from accomplished authors who have had experience in pitching to publishers. "Writers are known to create a perfect hook for their audience", – Says Chuck Sambuchino. According to Chuck, writers can easily create interest in customers by focusing on the offering or product's uniqueness and strength.

Since you can't lay out everything in the introduction, keeping your listeners captivated will ensure that they stick with you for the more important part of your pitch. For instance, try engaging them with an interesting question or a shocking statistic. And, for this to work, make sure it appears either on the cover slide or the initial introductory slide.

2. Showcase the benefits

Now that you have your prospects' attention, what's your next move?

Well, you must be precise and straight to the point. This means that you must clearly show the benefits of your products or services - how do the customers benefit?

Typically, each great presentation must include the UVP (useful value proposition) of your offering. Therefore, when crafting a sales pitch, make sure you have your customers in mind. Do not overcloud yourself with the urge to sell and forget to cater to the customers' interests. And as Forbes outlines, a perfect UVP should state the following:

  1. Target customers.
  2. The problem.
  3. The solution.
  4. Your product or service.
  5. Comparison of your offering to the competitors'.

But, despite all these vital points, remember to keep your UVP statement short and interesting. Also, ensure that it appears early in your presentation. Some excellent examples of ideal UVP statements include:

  1. " is the best place for your personal blog or business site."
  2. "Trello is the free, flexible, and visual way to organize anything with anyone."

Although they might not follow the above exact format, they have all the necessary components.

3. Offer credible proof

What offers more confidence when making a purchase, than positive feedback from a previous or current user of the product or service?

Testimonials are one of the surest ways to promote sales as they seem to offer unbiased proof of your offering's benefits. To get the most out of testimonials, make sure to use the ones that are relevant, depicts the main features of your offering, and that validates the company's claims.

But what do you do when you don't have testimonials? Well, no need to worry – your proof can be in the form of comparisons with competitors' products, or test results from third party experiments on your products.

4. Never drop the sale

Since you've netted your prospect's interest by this point, it's now the right time to play that final card. Close that sale before they can have a change of heart.

Similar to startup pitch decks, sales presentations should include a call to action on the last slide. This way, even if you don't close a sale immediately, you can lead your prospects towards achieving the same result. A call to action might include:

  1. Calling a sales hotline.
  2. Request for extra information.
  3. Get the product's free trial.

It would be best if you never left your listeners hanging.

Key Takeaway on sales pitches

Even with all these guidelines, there is not one perfect deck template proven to fit all sales presentations. What this implies is that each company, customer, or offer is different. Therefore, every sales presentation ought to be tailored based on the needs of your audience. This means that even for a similar product or service, different customers will demand a different pitch. For instance, a revolutionary mobile app will need varying sales pitches for different audiences.

However, although not openly visible in a sales pitch deck, the above guidelines and proper research will help immensely in crafting the perfect sales presentation.

These recommendations will help you build better presentations. Whether you are a large corporation, SME, or start-up, or a keynote speaker, as a professional presentation agency, we can help you build your next big shout out presentation. ​Get in touch here.