Four Tips to Make Your Sales Presentation a Winner
Being prepared and not being boring can go a long way toward persuading a potential customer to buy into what you’re offering.
“I am CEO of an educational sales organization, and we need to transform our telemarketing staff into salespeople who go out into the field, make presentations and do lunch-and-learn new product seminars with potential customers. May I legally change their job duties? Would I be required to provide training for them, and if so, what type? Thanks, ‘Walter.’”
“Yes to both questions,” says Southern California labor lawyer Daniel Klingenberger. “If employers prefer sales presentations face-to-face with existing or prospective customers, they can establish those job requirements. They would be well advised to provide appropriate sales or presentation skills training to these employees.”
I also consulted on this topic with Terri Sjodin, principal and founder of Sjodin Communications in Newport Beach, Calif. “Dennis,” she says, “you would be surprised at how often these same issues come up as employees have gone from home-based to virtual and now are sent out into the field.”
Sign up for Kiplinger’s Free E-Newsletters
Profit and prosper with the best of expert advice on investing, taxes, retirement, personal finance and more - straight to your e-mail.
Profit and prosper with the best of expert advice - straight to your e-mail.
Sjodin, a New York Times bestselling author and a frequent guest on radio and television talk shows, has dedicated her professional life to helping people become effective speakers. Her most recent book is Presentation Ready: Improve Your Sales Presentation Outcomes and Avoid the Twelve Most Common Mistakes.
How to build presentation skills
“Most people want to improve their presentations,” she says, “but don’t know where to start. Understanding the most common mistakes — and figuring out how to avoid them — is critical because you can’t course-correct what you don’t recognize as a problem.”
She provided some confidence-boosting insights to help Walter’s sales professionals get started on learning good presentation skills.
Don’t wing it. Failing to prepare reveals a lack of product knowledge.
Winging it is improvising, ad-libbing or generally conducting a presentation without much preparation. It is among the top mistakes salespeople reported making that had likely ruined transactions.
Goal-oriented, persuasive presentations that need a customer’s buy-in risk failure if you are not well prepared, if you haven’t done your homework and if you don’t know your company’s product or service well. Listeners easily sense a lack of preparation where the speaker appears disorganized, unskilled and distracted.
This can have a greater cost than one lost sale; it puts the employer’s reputation at risk.
Don’t be boring. Being informative has its limits.
The 2023 State of Sales Presentations Research Study from Sjodin’s company revealed that being boring is the most common mistake presenters recognized in others. This can happen for a host of reasons, including sharing too many facts and figures.
A good presentation is much more than just delivering information; you need your message to land, to create a connection with the listener.
This is accomplished by crafting a message that is engaging, interesting and amplified by stories listeners will tune in to emotionally, making the product or service relevant — something they can visualize owning or using. “Your enthusiasm is vital!” Sjodin says.
While it is important to provide a factual basis for why someone should purchase your product, you don’t want customers to feel as if they are being asked to drink from a fire hydrant. “Buying decisions are seldom based on a massive amount of detail but are strongly linked to positive feelings the audience has about the speaker,” Sjodin points out.
Do be the first person in the room and know who your audience is.
“Audience analysis refers to knowing who will be in the audience,” Sjodin notes. “This intelligence is golden, as the more you know about your listeners, the better able you should be to fine-tune the presentation. But sometimes you will have no idea who will be present, and they might have no idea who you are.”
The solution is to be the first person in the room. By greeting listeners as they come in, you can exchange a few words and, time permitting, ask them what they might like to know about your product or service. “In so doing, your presentation has already begun, and you have likely won a friend,” Sjodin says.
Keep in mind that for a lunch-and-learn seminar, the food is important.
Lunch-and-learn seminars are popular in the investment world. “A common mistake,” Sjodin says, “is for the financial adviser to lecture while guests are eating. Few will pay attention!”
Sjodin recommends that, prior to lunch, open the session with a few welcoming remarks, advising that lunch will be served in a moment and that afterward the presentation will begin.
“In summary,” Sjodin notes, “providing your team with presentation skills training will
boost their comfort with the new job responsibilities and help them to succeed.”
In Presentation Ready, Sjodin puts her all into helping readers become more effective in the world of sales. It is a shot of confidence-building Vitamin B-12 and the ideal gift for employees preparing for a required change in performance skills.
Dennis Beaver practices law in Bakersfield, Calif., and welcomes comments and questions from readers, which may be faxed to (661) 323-7993, or e-mailed to Lagombeaver1@gmail.com. And be sure to visit dennisbeaver.com.
Related Content
Get Kiplinger Today newsletter — free
Profit and prosper with the best of Kiplinger's advice on investing, taxes, retirement, personal finance and much more. Delivered daily. Enter your email in the box and click Sign Me Up.
After attending Loyola University School of Law, H. Dennis Beaver joined California's Kern County District Attorney's Office, where he established a Consumer Fraud section. He is in the general practice of law and writes a syndicated newspaper column, "You and the Law." Through his column he offers readers in need of down-to-earth advice his help free of charge. "I know it sounds corny, but I just love to be able to use my education and experience to help, simply to help. When a reader contacts me, it is a gift."
-
When Does a Nest Egg Become a Ticking Tax Bomb?
Retirement savers with big bucks in traditional IRAs and pretax 401(k)s could face huge tax bills when RMDs kick in. One potential solution? A Roth 401(k).
By Dan Flanagan, CPA/PFS, CFP®, AEP® Published
-
Medicare or Medicare Advantage: Which Is Right for You?
From overall costs to availability of care, here's what to know about the differences between traditional Medicare and Medicare Advantage plans.
By Paola Bianchi Delp Published
-
Medicare or Medicare Advantage: Which Is Right for You?
From overall costs to availability of care, here's what to know about the differences between traditional Medicare and Medicare Advantage plans.
By Paola Bianchi Delp Published
-
Wealth Is More Than Just Your Money: How to Manage It All
In addition to handling your financial wealth, consider ways to manage your non-financial assets: health, knowledge, time and relationships.
By Jennifer Wines, JD, CPWA® Published
-
You're 60 Years Old With $1 Million Saved: Can You Retire?
The answer depends on several factors. The key is to create a plan that combines all aspects of retirement — income, taxes, health care and legacy planning.
By Joe F. Schmitz Jr., CFP®, ChFC® Published
-
Are You a Danger When You Drive?
You might be shaking your head no, but read on for the five things that most of us have at some point done, or are doing, that could cause an accident.
By Karl Susman, CPCU, LUTCF, CIC, CSFP, CFS, CPIA, AAI-M, PLCS Published
-
Come as You Are: Wealth Management for Gen X
Gen X is stuck in the middle of kids and aging parents, but retirement's not far off. Time to prioritize, with help from Nirvana, The Eagles and David Bowie.
By Alvina Lo Published
-
UTMA: A Flexible Alternative for Education Expenses and More
This custodial account can be used to pay for anything once the beneficiary is considered an adult in their state. There are some considerations, though.
By Denise McClain, JD, CPA Published
-
How to Create a Retirement Plan That Checks All Your Boxes
You might consider starting with a model retirement plan that has already been assembled and is ready to be refined to meet your objectives.
By Jerry Golden, Investment Adviser Representative Published
-
Why Gen X Marks the Spot for Rethinking Retirement
Retirement plans that worked for Baby Boomers may not fit the bill for Gen Xers. If you're nearing 60, it's time to bring your retirement strategy up to date.
By Chris Blunt Published