Is your sales team leaving money on the table because their presentations lack impact?
I’ve watched countless reps stumble through presentations. They know their product inside and out, but their presentation skills are lacking – nervous delivery, lack of eye contact, poor visual aids. Ultimately, the customer loses interest, the presentation has no impact, and the opportunity is lost.
Fumbled presentations cost your company revenue!
AND… they also erode your rep’s confidence and damage their credibility with the client.
The Current Presentation Landscape
At Carew, we’ve identified some common challenges that hinder sales reps’ presentation effectiveness:
Overemphasis on “What”: Reps often focus too much on product features and technical details (the “what”) instead of connecting those features back to the benefit – the audience’s gaps.
Lackluster Delivery: The “how” of the presentation often lacks impact. Delivery can be monotone, visuals can be dull, and the overall presentation fails to engage the audience.
Repetitive Content: Stakeholders often see similar presentations repeatedly, leading to disengagement and “death by PowerPoint.”
Time Constraints: Presentations often get squeezed for time, forcing reps to rush through important information and compromising their ability to connect with the audience.
So, what does it take to deliver a winning sales presentation? And how can you help your team develop this important skill?
#1 – Effective Presentation Skills
Effective presentation skills go beyond simply projecting a professional image. They encompass the ability to:
Handle the Unexpected: Unexpected questions, technical glitches, and challenging objections are inevitable. Your reps must be prepared to respond with composure and credibility.
This includes having backup plans, practicing responses to tough questions, and maintaining a calm demeanor.
Tips for handling unexpected questions:
- Respond professionally in the face of hostility
- Defer question or answer until appropriate or when you have the answer
- Redirect to the internal champion or offer another perspective
- Keep your cool and don’t flinch (LAER!)
- Have additional data or research at your fingertips (use an appendix!)
Communicate with Clarity and Concision: Get to the point quickly and use language that is easy for the audience to understand. Avoid jargon and technical terms that might confuse or alienate them.
Connect Emotionally: Storytelling is a powerful tool for engaging your audience and making your message memorable. Use stories to illustrate your points, create empathy, build rapport, and tie everything back together.
Influence and Inspire: Effective presenters don’t just deliver information; they inspire action. They use persuasive language, compelling visuals, and a confident delivery to influence their audience and drive desired outcomes.
7 Power Words to Influence:
- Because
- Now
- Imagine
- Please
- Resulting
- The person’s name
- Control words
#2 – Unshakeable Confidence
Confidence is crucial for delivering a winning presentation.
Define Your Objective: Before crafting your presentation, clearly define your objective. Do you want to:
- Persuade – To change a behavior
- Challenge – To discuss implications
- Motivate – To spark movement
- Inspire – To cause other to act
I want to note that informing is NOT an objective. Sales presentations are valuable opportunities to drive sales. Simply informing the audience misses the chance to capitalize on their attention and engagement.
Understand Your Audience: Thoroughly research your audience to understand their needs, motivations, and potential concerns. Tailor your message to resonate with them specifically.
- Who are the key stakeholders,
- What are their key drivers and objectives?
- Do you have allies in the room?
- What do you want from them and what do they want to hear from you?
Practice, Practice, Practice: The more you practice, the more confident you will become. Rehearse the presentation multiple times, paying attention to both content and delivery.
Master Body Language: Confident body language – standing tall, making eye contact, using purposeful gestures – enhances your message and projects credibility.
Manage Nerves: Everyone gets nervous before a presentation. Use techniques to manage nerves, such as deep breathing exercises, visualization, and positive self-talk.
Seek Feedback: Seek presentation feedback from trusted colleagues or mentors. This can help you identify areas for improvement and build your confidence.
Contact us today to learn more about how we can help your sales team present with confidence.
