Unit 4: Making a Sales Presentation
This unit provides an overview of preparing and presenting a compelling sales presentation. Sales professionals should begin by researching their prospective clients (their audience). You have learned how to identify the essential features of your sales territory: Who is your target audience? Where are they located? What do they need? And you have learned how to connect with them purposefully and meaningfully. This information will help you tailor your sales pitch to meet the specific needs of your customer base. Successful salespeople make the sale by curating an honest and persuasive presentation that encourages prospective clients to purchase their product or service.
Completing this unit should take you approximately 8 hours.
Upon successful completion of this unit, you will be able to:
- identify strategies that will enhance your persuasive appeals;
- explain the steps in the process of preparing for a presentation;
- develop effective presentation aids;
- explain how body language can impact your delivery;
- identify how to prepare for objections and questions; and
- recognize the different parts of the closing process.
4.1: Developing Persuasive Sales Strategies
Once you know your customers and have established an honest relationship with them, the next step is to think about how you can persuade them to work with you or buy your product or service. In this section, we explore how to create an engaging presentation using appropriate persuasive strategies that are timely and effective. You can tailor your use of these tools to various audiences.
As you read this section, consider how to incorporate persuasive strategies in a sales situation. This article lists specific strategies for connecting with and motivating your audience to take the steps you want them to take.
Watch this video for a powerful strategy for building on the goodwill you have established with your customer base.
Watch this video for another approach to persuading your audience. It explores the difference between selling features and selling benefits.
As you watch this video, point to how these ten strategies summarize what we have discussed in this course. How can you create your persuasive strategy?
4.2: Preparing Your Presentation
Now, let's dig deeper to understand how to prepare and structure your presentation. From the research process (specifically, what to research) to breaking it down and developing your presentation structure, we walk through how to develop your presentation.
Read this chapter to explore how to create a persuasive presentation. Think about how you can compile the strategies we discussed in the first section of this unit.
Read this chapter on preparing a sales presentation. The author details such as appearance, room setup, and materials. Pay attention to the SPIN technique, which will be helpful later in the course. We will also revisit the concept of a problem-solving approach.
Once you have planned your general presentation, you need to sort out the details. This chapter introduces the four Ps of presentation development, a valuable concept for sales and other types of presentations.
Finally, you must have the appropriate presentation aids and supporting materials. Watch this video, which offers additional guidance on creating a professional presentation aid.
This video explores common errors in developing a slideshow. Think about designing a slideshow that will impact your audience in the way you hope.
4.3: Giving Your Presentation
In this section, we discuss how to present to your audience. How will you use what you know about your audience to begin a dialogue and establish a relationship?
Read this chapter on how to deliver your presentation. It presents strategies for presenting more persuasively so you have an impact on your audience.
Watch this video on delivering your message. How can you incorporate these tips as you develop your presentations?
Listen to this conversation to identify how you deliver your message through nonverbal channels. In other words, consider what you may convey to your audience via your body language, tone of voice, volume, pauses, or facial expressions. The way you talk, in addition to your words, also sends a message.
4.4: Overcoming Objections
Regardless of the quality of your sales pitch or customer interest, your audience will likely ask you to respond to questions and address objections. What is your best method for framing these critiques in a positive light?
Keep in mind that you have succeeded in engaging an audience that asks questions or raises objections. They are paying attention. This is a good thing. They are not walking away. They are giving you the opportunity (and maybe a second chance) to answer their questions or explain what may have happened (if there was a mishap) in your own words. They hope you can address their specific needs and concerns to meet them where they are.
Watch this video on how to respond to a client who has objections or slows down the sales process.
Watch this video for four strategies for responding to questions and managing objections.
Finally, watch this video on what you should keep in mind to ensure a productive question-and-answer session as you make your pitch.
4.5: Closing the Sale
The final part of your sales pitch involves closing the sale. The closing is what you have been working toward and waiting for. But you need to follow up with your customers and continue to maintain your relationship.
Read this chapter, which offers several narratives and illustrations on how to close a sale. What is your best approach? What will work best for you and your prospective client?
Watch this video for practical advice on getting to the closing and ways to close the deal. How can you put these strategies into practice?