4 Steps Towards Creating a Sales Presentation
Deep dive into the rules of visualization and comprehensible structure creation
In this article I would like to share my experience in creating a sales presentation for Amixr.io. This example illustrates the best ways to present products, sell services and engage new partners.
Step 1. Determine the problems of your audience
Understanding your target audience is a key feature in creating a successful presentation. Always keep in mind that you make the presentation for the client and not for yourself. In order to keep the audience excited, begin with a burning issue.
Significance of the problem
Choose a comprehensible yet a punchy topic. Avoid holistic issues such as global warming, cybercrime growth, etc. For instance, our client’s team shared a problem which is relevant for many software engineers. It turned out that the monitoring system overcomplicates the daily routine of numerous people by sending countless notifications not only in case of significant errors, but also in the event of minor ones. Besides that, it is generally rather chaotic and pretty tough to manage.
Step 2. Suggest your solution
Onсe you have stated the problem and shared its potential consequences, it’s high time to offer a solution. Your aim here is to briefly describe the key features of the product (or a service), e.g. modern technologies involved, competitive price, etc.
Techniques and features
The best way to demonstrate the features of the product is to compare it to other products. Tell the audience that your product is faster, thinner, more durable, etc., but make sure that you stay down-to-earth and don’t overcomplicate things. See how Apple present their products so you can learn from the best.
Don’t forget to mention the payment terms and the price itself. If you have different fares or payment plans, let the audience know so they can choose the most suitable one.
Step 3. Impress and encourage
Keep in mind that providing a possible solution to the problem is not enough to make customers choose you. What can you possibly do in order to stand out in the competitive market? See a number of points below for those who have just launched their business and don’t have their first clients yet.
Benefits and gains
Regardless of whether you already have clients or not, you can always describe your strengths. Choose your advantages which are also beneficial for the client. For instance, you can measure delivery time and tell the audience that it is three times faster than your competitor’s.
Compare yourself with competitors
Attract and engage new clients by letting them see who’s better and why. Don’t wait for your potential clients to investigate the market — do it for them by providing a comparative analysis with a precise set of characteristics.
As soon as you start selling and become recognized by the professional community, share your awards and positive feedback with your clients. Upgrade your brand by taking part in professional competitions recognized within your industry such as “Product/Service of the year” or “The best enterprise”. These awards heighten your brand’s recognizability and help in terms of engaging new clients.
Feedback from the clients
It’s a well-known fact that people tend to believe other people more than the sellers. Thus it makes feedback from real people a powerful tool for your business. Use it by including the experience of your customers in your presentation.
Step 4. Call to action
A sales presentation is mainly used for first meetings or sent to potential clients via e-mail. Therefore your main aim is not as much to sell as to excite the client and make him invite you to a second meeting. Show that you are aware of the problem and present a perfect and precise solution.
Instead of making a conclusion I would like to offer a typical sales presentation structure:
- Title slide
- The problem and its importance for the potential client
- Your solution (a product or a service)
- Techniques and features of the solution
- Price of the solution
- Client’s benefits
- A comparison with competitors
- Your awards and feedback from clients
- A call to a certain action