We’ll come right out and say it. The biggest mistake you’re making with your sales presentations is talking about yourself.
If we’re right, most typical sales presentations follow this flow:
- An intro slide with the topic or project name in big, impressive letters.
- An agenda which acts like a table of contents.
- A couple (or more) slides that talk exclusively about your company, where you’re situated, what you do, how many awards you’ve gotten and other things worthy enough to show a client.
- Many, many slides of features that never end.
- Case studies of similar projects that may or may not actually apply to the given situation.
- A single slide showcasing the benefits you’ll bring to the already bored clients.
- An addendum in case you missed out any features or case studies the first time around.
- And finally a slide with the ominous words ‘Any questions?’
For many people, this is how a sales presentation must be done. There’s no leeway for experimenting with something shorter or less stuffed with jargon. Often, the person creating the presentation has no idea what half of it even means.
If you really want a presentation that your clients listen to with interest and that acts as the basis for their decision to hire you, then you need to stop talking about yourself.
Stop talking about your project, your company, your features and all the case studies that you’ve ever created. Only you will understand most of that anyway.
Start talking about the customer’s problems and how these issues are affecting them now and how they will affect them in the future. Talk about the technology that can address their issues. Talk about current events in the industry. Talk about how your product addresses the problem that the customer has and what will be their return on investment. Talk about why others trusted you with their projects.
Your agenda should be an informal walk-though of the entire presentation. At the end of the presentation, you can talk about a couple of similar projects you’ve worked on, but don’t fit them into two boxes labeled ‘technologies’ and ‘project details’. Tell them a story or an anecdote peppered with humour.
Shifting your perspective away from yourself and viewing the presentation from the client’s point of view can go a long way in creating sales presentations that aren’t boring, dry or run of the mill.
If you want to know more about the kind of content that will interest people, check out our post Create an Interesting Online Presentation for Bored Audiences