Mark Twain is quoted as saying “It usually takes me more than three weeks to prepare a good impromptu speech.” I love this quote. As it stresses not only the importance of preparation but that for things to look like they are unprepared takes preparation! Preparation is crucial before any presentation that you need to make.
No matter what you are selling or how you are selling it, you are likely to have to make presentations at some stage during your sales process. Whether you are selling directly to another business or trying to persuade another retailer to stock your product, you have to make a sales pitch. Presentations are not just delivered with PowerPoint. They could be a demonstration of a technology, a tour of a new building or facilities or an illustrated speech. Whatever the format, it is one of the most important elements of the sales process.
A sales presentation combines all elements of The Equation of Sales (https://www.hoolock-consulting.com/equation-of-sales). Typically, you will be speaking to a wider audience than you have been communicating with previously. You have to form a good impression and build trust with each member of the audience. The audience is judging you as much as they are judging your solution. You must demonstrate why your audience needs to buy your product. Just telling them how great it is will not be sufficient. Finally, you have to show the value that it will bring to them – how are they going to be better off as a result of buying your product.
Fear of public speaking and presentations is fairly common. You are not alone if the thought of speaking in public scares you. Presenting or speaking to an audience regularly tops the list in surveys of people's top fears - more than heights, flying or dying. There is a saying “most people would rather be in the coffin than delivering the eulogy.” However, with preparation and practise, most people can become very competent at this. For those that do, the reward will be immense, not only in successfully closing deals but in reducing the stress that goes with this part of the role. So, what makes a good presentation?
A good presentation is interesting, informative and engaging. It is simple enough for everyone to understand. It keeps our attention no matter what other distractions there are in the room. A good presentation is like a good book. A great story book is one that we can hardly bear to put down. We read it rather than doing anything else because we want to know what happens. So, very simply, a great presentation is a story. A story that engages us, keeps us interested and makes us want more. If you can build your presentation as a story, you will be well on your way to being successful.
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