The main point of sales is to make money, right?
According to Greg Rosner of PitchKitchen, the point is actually to develop relationships and win the hearts of your customers (which, in turn, leads to sales). This approach means focusing on your prospective customers’ need to resolve issues rather than your need to sell something. How does that correlate to your sales presentations? Keep reading to find out.
Common Misconceptions about Sales Presentations
Before we explain the best way to structure a sales presentation so it presents you (and your company) in a helpful light, it’s important to go over some common assumptions.
The first is thinking that your prospect is actually interested in your business or product. In reality, potential customers only care about the difference your product can make in their daily problems. Too often salespeople will make this assumption and go into monologue mode, rather than dialogue mode. This means their pitch is often “here’s why I’m awesome” instead of “how can I help you?”
To combat this tendency, Greg suggests imagining yourself as the prospect’s trusted guide. The Dumbledore to their Harry Potter, the Obi-Wan Kenobi to their Luke Skywalker. You shouldn’t be Superman in your presentation, ready to swoop in and solve everyone’s problems. Your job is to keep the story simple and customer-focused.
The second misconception salespeople often have is that they MUST put together a multi-slide, bulleted presentation each time when a simple conversation can sometimes achieve a much better effect. In fact, the best presentations are really just conversations. Remember the dialogue we spoke of earlier? That’s what mode you want to be in during your sales presentations, not monologue mode. You don’t need slides to do that.
Structuring a Sales Presentation
With that being said, let’s get into the best way to structure your sales presentations. Greg recommends organizing your presentations into 3 parts.
In this section, you’ll want to discuss topics like the challenges your prospect is facing, problems they want to be fixed, and how changes in the world have affected their bottom line.
This second section is where you can discuss your products or services and how they can help your prospects reach their goals and solve their problems.
3. Success Stories and CTA
With this final section, you’ll want to tell the story of other clients you’ve helped, followed by your call-to-action.
One thing to keep in mind when you’re structuring your sales presentations is that people aren’t going to remember specific points you make or pieces of data. When they look back, your prospects are going to remember whether you had a dialogue and told a story. They’re going to remember how your presentation made them feel about your business and product, not what numbers you threw their way.
This is because humans are naturally drawn to stories, and they find it easier to remember information they can connect with on an emotional level. This means they need to be able to put themselves and their problems into the story you’re telling.
If the stories you tell are what’s going to be remembered, how can you avoid having a me-centric presentation?
Focus on the bigger picture. Tell the story about prospects in similar situations who went on to become clients. Go into detail about the ups and downs that occurred when you were helping them. A great presentation will contain multiple stories with different heroes nested within. This will help keep the focus off you as a hero and will instead draw attention to your abilities as the trusted guide they’re looking for. Ultimately, though, just remember to be authentic and have a dialogue, rather than a monologue. Do that, and you’re guaranteed to have more successful sales presentations.
- People remember stories, not data.
- You don’t need slides to have a successful sales presentation.
- Organizing your presentation into 3 parts can keep it from becoming too me-centric and convoluted.
- The best sales presentation is a conversation, not a monologue.
- Be the trusted guide, not the hero, of your presentations.
- Humans are naturally drawn to stories, and they find it easier to remember information they can connect with on an emotional level.