Turning Prospects into Clients – Making an Effective Sales Presentation
A marketing presentation acts as the advertisement but a sales presentation is the tool with which you can ensure prospects turn into bona fide clients and customers. So what makes a sales presentation a deal-winner? Here are some pointers:
Make the Client Part of the Presentation
A successful sales presentation keeps your prospective client or customer as the focus and seamlessly integrates them into the structure and flow of the presentation. Instead of using general case studies to illustrate the benefits and features of your company’s products, give detailed scenarios of how your product will help the prospective client. For example, if you want to explain the difference your company’s CRM solution will make to a major retailer, use a customizable comic strip which is a very powerful communication tool.
Creatively Visualize Potential Benefits
Don’t put in a lot of cramped text and bulleted lists to explain your company’s offering. Instead use simple, elegant graphics like a tree diagram or icons that can grasp the attention of your prospects instantly.
You can also use people silhouttes to creatively showcase the benefits your company’s product or solution can deliver to the prospect.
If you have to compare the benefits of your company’s products and services benefits against that of your competitors or talk about the pros and cons, you can creatively use images or icons like below. This approach is a clearer way to compare and communicate your USP.
Use charts or comparison table as shown below to clearly highlight the product features, benefits, advantages and disadvantages.
Illustrate Roadmaps for Implementation or Delivery
Use well-designed layouts to show implementation roadmaps in your sales presentations. Since roadmaps can be complex and include multiple stages and hierarchies, you should ensure that you use the right colors and easily readable font sizes (20 points and above) for text elements.
If you do not want to use graphics in your Sales presentation and prefer a simple but elegant look, then an arrow diagram is definitely worth considering. It helps communicate processes in a clear and succinct manner.
Address your Prospect’s challenges
Most Sales Reps follow the 80/20 Rule in their presentation, whereby 80% of the presentation should be used to capture the challenges that prospects are facing and how their product and services solves those challenges. The presentation like below can clearly address those problems and help them understand the value you bring to the table.