a verbal presentation by a salesperson is called

7 Sales Presentation Methods You Should Try

The sales pitch, or presentation, can make or break a sale. Try these effective sales presentation methods to boost your chances of closing the deal.

Sales people put a lot of work into getting that all-important sales call with a buyer. Once a prospective client has agreed to meet, then it’s time to start creating the sales presentation that will convince him to buy. The presentation is the one opportunity that the sales person will have to shine in front of his audience, so it better be good. Sales mistakes must be avoided.

If you want to win more business, then consider using these effective sales presentation methods.

1. Research, Research, Research

To effectively meet your prospects’ needs, you need to know more about them. Getting as much information as you can before the sales call is one of those tried-and-true sales presentation methods that will never become outdated.

Research the client, the company, and anything relevant that you can find online. Don’t be afraid to ask a lot of questions, too, such as what their current challenges are, why the previous provider couldn’t meet their needs, what their expectations are, what their budget is, and who the main decision makers are. With information in your arsenal, you’ll be well equipped once the time for the sales presentation comes. Being unprepared will only lead to failure.

2. Speak to the Buyer’s Challenges and Opportunities

As a sales person, you need to solve a problem or challenge that a buyer is having. Large or small, this challenge should be the core of your presentation. If you lose sight of this, start to speak about your own awards and accolades, the company’s history, or anything else, you might very well lose the sale.

Put the buyer’s problem at the forefront of your sales presentation and outline exactly how your product or service can solve the challenge he’s facing. Show them the light at the end of the tunnel—the opportunities they could gain from closing the deal with you.

3. Leverage Personal Stories and Case Studies

Your prospective clients will be hesitant to buy because they fear regretting the purchase. Show them, with proof, that it’ll be a great business decision to sign on that dotted line and work with you.

Personal stories and case studies can help you sell more —they’re sales presentation methods that will allow you to build trust, showcase your ability to deliver value because you’ve done so in the past, and put their fears at ease, breaking down the barriers to the sale.

4. Showcase Your Knowledge

Though you should only be speaking about yourself approximately 10% of the time, use those moments to showcase your knowledge. Buyers these days want information, advice, and guidance from trusted sources. Establishing yourself as a subject-matter expert or thought leader can build much-needed credibility and trust.

5. Be Prepared for Rebuttals

No matter what sales presentation methods you use, there will always be some objection that you’re going to need to overcome. Be prepared for any rebuttals that the prospects might have. Make a list in advance and get your answers ready so you don’t end up being a deer in the headlights.

6. Use a Call to Action

Every sales presentation should end with a call to action—ask the prospect for something, whether it’s scheduling another meeting with higher-ups or straight-up asking for the sale. For some reason, sales people are often too scared to ask for the sale, but sometimes, it’s all you need to do to get the party moving. Build up your confidence, rehearse so it’s delivered smoothly, and go ahead and just ask for the close as the next logical step.

7. Don’t Pitch

The most important of the sales presentation methods for you to try is to ditch the pitch. Effective sales presentations aren’t pitches per say, they aren’t focused on selling —rather, they’re conversations. By definition, the sales pitch is a one-way conversation. And that’s not what you want. You want a two-way discussion with the buyer. Be conversational and friendly and allow room for questions—both for you to ask and for the buyer to ask.

Rhys Metler

Rhys is a tenacious, top performing Senior Sales Recruiter with 15+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and daughters, BBQing on a hot summer day and tropical vacations.

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The Most Persuasive Sales Presentation Structure of All

Updated: January 28, 2020

Published: April 13, 2017

If you’ve ever sat through a presentation that went around the block a few times before finally arriving at its destination, you understand the need for a clear, comprehensible structure for your message.

Structure isn’t just for keeping you, the presenter, from getting lost in the weeds. As a salesperson, you need to organize your message in a way that has the greatest impact on your audience and ultimately encourages them to take action.

Almost any structure will help you get your arms around information, prioritize, and organize it. However, the right structure can set you up for success and increase your odds of winning the business.

The Basic Three-Act Presentation Structure

Breaking content into an opening , a body , and a conclusion is the basis of most presentations, movies, TV shows, and speeches. This basic three-act structure was invented by Aristotle and has stood the test of time. It’s familiar to audiences, digestible, and easy to follow. In fact, if you’ve ever felt uncomfortable or confused watching a movie, it’s often because the writer has broken the three-act structure ( Memento and Inception are two examples).

A three-act structure is a great place to start for just about any presentation. But within this framework there are several variations. For instance, you could sort information chronologically, by process, or priority, and so on.

If your goal is to educate or inform, these variations are fine -- but they're not optimal for persuasion. To do use, that the  Situation , Complication , Resolution  framework.

SCR: The Best Sales Presentation Structure of All

Situation, Complication, Resolution is really just a way of identifying:

• Our present state
• The problem
• What should we do about it

First identified in Barbara Minto’s book The Pyramid Principle , the SCR structure is an effective way of establishing a persuasive case and will be familiar to anyone who consumes movies, TV, or books.

Here’s an example of the SCR structure in a story:

Situation : A girl is kidnapped. If a steep ransom is not paid by midnight, a bomb will explode.

Complication : The girl's family can’t get the money together. No one knows where the bomb is except the hero. The hero is stuck on a remote island.

Resolution : The hero jumps on a plane, finds the girl, detonates the bomb, and saves the world.

If that sounds like the framework of most movies you’ve seen, there’s a good reason. The SCR structure organizes content in a way that takes people on a journey that leads to a natural conclusion. It builds up tension in the audience which increases their attention and their desire for a resolution.

By following this proven structure in sales, you can produce the same effect on your business audience. Let’s look at how you can leverage each act in your sales presentation.

To take someone on a journey, you must first know where that journey begins. In this first act, define the status quo. What is the critical business issue or challenge your prospect is experiencing, how is he addressing it, and what is the impact?

This act lays the groundwork for why your prospect needs to change and assures him you have a clear understanding of his situation. Ending this first act by painting a brief picture of where this journey can lead (i.e., current state versus potential future state) creates an uncomfortable but necessary disparity between where your prospect is and where he wants to be.

Complication

In this act, introduce complications or consequences that are likely to arise as a result of your prospect not taking action, or choosing an inadequate solution to his problem. Create tension which will make sticking with the status quo or putting off a decision less desirable.

Because most people are uncomfortable with indecision, tension taps into our innate human desire to solve the problem. Widening the gap between pain and relief increases your prospect’s urgency to take action.

Finally, when tension is at its peak, relieve that tension by providing a clear solution to the problem and making it easy for your prospect to act upon. While many structures require the presenter to deliver a heavy handed close at this point, in the SCR structure, the resolution comes as a natural conclusion to the journey.

The SCR Presentation in Action

Let’s look at how you might use the three-act SCR structure in a business example.

Situation : An HR department is doing most of their reports manually. This currently takes 1.5 days per week of each HR person’s time.

Complication : The company is growing at a rate of 20% per year. Projected HR workload will escalate to two days per week if nothing changes and the chances for errors will increase. Employee satisfaction will decline and turnover rates will go up.

Resolution : Deploy an HR workforce application that will reduce time spent on current processes from 1.5 days per week to .25 days per week, resulting in greater efficiency, fewer errors, increased satisfaction, and a lower turnover rate.

In sales, you need every advantage you can get. Following the Situation, Complication, Resolution structure gives you a jumpstart on presenting a persuasive case for why your prospect should choose your solution and make the desired change.

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Sales Presentation Skills: Crafting persuasive presentations that captivate prospects and drive sales

Take your sales presentations to the next level! Learn the skills and techniques for creating presentations that will help you close more deals.

August 1, 2023

Mastering Sales Presentation Skills: Create Pitches that Drive Results

Greetings to all the marketing maestros out there! Imagine, for a moment, stepping onto a stage. Spotlights are beaming down on you. The room hums with anticipation. You're about to deliver a sales pitch that could be a game-changer for your business. Your heart beats faster, not out of fear, but exhilaration because you've mastered the art of sales presentation skills. How can you achieve this confidence? Let's dive into the world of captivating sales pitches that not only catch the eye but also drive concrete results.

What sets a powerhouse sales reps apart from the crowd is not just the product they're selling, but how they sell it. Every word, every slide, every gesture plays a role in weaving a captivating narrative that persuades the prospect. But what is a sales presentation, and why does it hold such immense significance?

What is a Sales Presentation?

Imagine an artist preparing a canvas. They've visualized the masterpiece in their mind; the colors, the shapes, the emotions. Each stroke of the brush brings them closer to translating their vision into a tangible form. A sales presentation is not so different. It's a unique blend of science and art, where the canvas is your prospect's mind, the brush is your words, and the masterpiece is the powerful image of your product or service solving their problems.

In business parlance, a sales presentation refers to a line of communication, usually involving a pitch or demonstration, designed to convince a prospect that your product or service is their optimal solution. It's the pivotal moment where you transition from building relationships and qualifying leads to actively persuading the prospect to choose you over your competitors. It's the moment where you transform a prospect into a customer. Combining all of it it completes the sales process.

However, it's essential to remember that a sales presentation is more than just a data-driven monologue or an elaborately-designed PowerPoint deck. It's an opportunity to captivate your audience, engage their attention, and spark their imagination. It's an arena to showcase not only your product's features but also its benefits, value, and the unique solutions it offers.

Let's delve deeper into the components that make up this persuasive narrative:

The Problem: A successful sales presentation always starts by highlighting a problem that your prospect can relate to. It sets the stage by igniting empathy and intrigue.

The Solution: This is the heart of your sales presentation, where you introduce your product or service as the hero that can solve the problem. This segment needs to be concise yet compelling, factual yet intriguing.

The Value Proposition: This segment is where you distinguish your offering from the competition. It answers the critical question on every prospect's mind: "What's in it for me?"

The Call to Action: A sales presentation isn't complete without a clear and compelling call to action. It's the final push that urges the prospect to make a decision in your favor.

So, a sales presentation is your golden ticket to influence, persuade, and ultimately convert a prospect into a customer. However, to truly excel in this art, you need to understand the critical parts of a sales presentation and the steps involved in crafting a compelling one. Let's dive into that next.

What are the Three Most Important Parts of a Sales Presentation?

1. The Introduction: Your opening act is critical. It's your opportunity to capture the attention of your audience and make a powerful first impression. Here's where you set the stage by presenting a relatable problem that your product or service can solve.

2. The Proposition: This is where you pitch your solution. The key is to demonstrate how your product or service directly addresses the problem you've presented, preferably in a unique or superior way compared to alternatives.

3. The Close: This is your curtain call, where you drive home the value of your solution and inspire your audience to take action. It's your opportunity to leave a lasting impression and give your audience a clear call to action.

What are the 5 Steps of a Sales Presentation?

Breaking down a sales presentation into a step-by-step process can help structure your pitch effectively. Here are the 5 steps to ace your sales presentations:

1. Preparation: Every grand performance begins behind the scenes. Understanding your audience, refining your message, and preparing your materials are all key aspects of this stage.

2. Introduction: A well-crafted introduction lays the groundwork for a successful presentation. Engage your audience with a relatable scenario, a provocative question, or a compelling statement.

3. Demonstration: This is the heart of your presentation, where you showcase your solution and illustrate its benefits. It's all about showing, not telling. Use compelling visuals, stories, or demonstrations to make your point.

4. Handling Objections: A seasoned salesperson anticipates objections and addresses them proactively. Be prepared to clarify, reassure, and provide evidence to eliminate doubts.

5. Closing: The finale is your opportunity to seal the deal. Summarize the key benefits, present your sales calls to action, and offer a compelling reason for the prospect to act now.

A strong sales presentation needs to cover these critical steps, but to truly captivate your prospects, you need to blend in the subtler art of presentation techniques.

Sales Presentation Techniques

So, you've got the basics down, but how do you elevate your presentation from merely good to utterly mesmerizing? The answer lies in mastering powerful presentation techniques that can infuse your pitch with persuasive power.

1. Storytelling: Humans are wired to connect with stories. Weaving a compelling narrative around your product or service can make your pitch more engaging and memorable.

2. Visual Aids: A picture is worth a thousand words, and nowhere is this more true than in a sales presentation. Use visuals strategically to illustrate points, emphasize benefits, and stimulate interest.

3. Interactivity: Transform your presentation from a monologue into a dialogue. Encourage questions, solicit feedback, and involve your audience in demonstrations to keep them engaged.

Listening Skills Are Your Key to Success

The potency of listening skills in the sales realm often flies under the radar, particularly when we talk about sales presentations. After all, shouldn't the spotlight be on a well-structured pitch, eloquent delivery, and eye-catching visual aids? While these aspects are crucial, it's the listening skills that can transform your sales presentation from a monologue to a dialogue and deeply engage your prospects.

Listening in a sales presentation context is more than just being silent when the other person talks; it's about active listening. This is a skill that involves not only hearing but also interpreting and understanding what the prospect is saying. It’s about showing empathy, making a mental note of their concerns, their desires, and their doubts.

Let’s peel back the layers and delve deeper into why active listening can make a world of difference in your sales presentations:

1. Tailoring Your Presentation: By listening actively to your prospects’ reactions during the presentation, you can adapt your pitch on the fly. If a particular point sparks interest, you can delve deeper into it. If there's confusion, you can clarify. This flexibility can make your presentation feel more personal and engaging.

2. Overcoming Objections: Every question, concern, or objection raised by a prospect is an opportunity for you to strengthen your case. But to turn these objections into opportunities, you first need to listen, understand, and then address them convincingly.

3. Building Trust and Rapport: When you listen to your prospects, you're sending a clear message: their opinions matter. This can foster a sense of trust and rapport, which are critical for successful sales relationships.

4. Uncovering Needs and Desires: Sometimes, prospects may not explicitly state their needs or desires. By listening carefully to their comments and questions, you can identify these hidden needs and tailor your proposition to match.

5. Enhancing Your Solution: The feedback you receive from your prospects is invaluable. By listening to their thoughts and opinions about your product or service, you can gain insights that can help you improve your offering and make it more appealing.

In the end, your presentation is not for you; it's for your prospects. Listening to them can help you tailor your presentation to their needs, build stronger relationships, and ultimately, drive more sales. So, the next time you step onto that sales presentation stage, remember: the key to success could be in your ears, not just your voice.

Be Proactive and Follow Up After Your Sales Pitch

Your sales presentation doesn't end when you leave the stage. Following up with your prospects can reinforce the message of your presentation, address any lingering doubts, and nudge them towards a purchasing decision.

Crafting a captivating sales presentation is an art, but with the right blend of technique, preparation, and genuine engagement, you can transform every sales pitch into a performance that resonates with your prospects and drives sales. Let this be your stepping stone to creating presentations that not only inform but inspire and persuade.

In the mesmerizing world of sales presentations, the stage is yours. How will you captivate your audience and drive your sales story home? Remember, the spotlight is on your sales presentation skills. Ready to make them count? Lights, camera, sales!

Time to Take Your Sales Presentation Skills to the Next Level

Now that we've delved deep into the world of sales presentation skills, you're equipped with knowledge, insights, and techniques that can empower your pitches and resonate with your prospects. But what if there's a way to elevate your sales techniques even further? A way to take the pressure off building your sales team while still driving growth and revenue for your business?

This is where The Sales Connection steps in. Our experienced sales professionals are not only adept at closing deals but also in sales training others to excel in the art of selling. They can offer you invaluable insights, proven strategies, and expert advice tailored to your unique business needs. They can help you fine-tune your sales pitches, navigate objections with ease, and ultimately close more leads.

Why wait to build your sales skills and team over time, when you can fast-track your success with us? So, let's start a conversation about how we can catalyze your business growth. Are you ready to transform your sales presentations into compelling performances that captivate and convert?

Apply here   and let's write your sales success story together.

Kayvon has over two decades of experience working with high-level closers and perfecting his sales methodologies. He has earned the title of Canada’s #1 pharmaceutical sales representative and continues to share his expertise as a keynote speaker and through his multi-million-dollar coaching program.

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What Is a Sales Presentation? Definition, Tips, and Follow-Up Tasks

Sales presentations let you communicate with customers in a highly memorable and persuasive way. But exactly what is a sales presentation? 

A sales presentation involves more than just a simple pitch; it’s a more complex method of explaining your product or service to a customer and demonstrating its value. 

In this article, we will explain how presentations fit into the sales process, discuss ways to make them more effective, and cover crucial follow-up tasks.

Key Takeaways

• A sales presentation is a pitch or demonstration given by a salesperson to potential customers to persuade them to buy a product or service.
• Sales presentations demonstrate the value your product offers the customer through in-depth information, data, customer reviews, visual aids, videos, statistics, demonstrations, and more.
• Key sales presentation tips include researching customer needs, tailoring the presentation to each customer, and pitching a compelling story.
• After a presentation, you should thank the attendees, follow up with additional information that addresses any objections or questions, schedule a follow-up phone call or meeting, and keep in touch to help solidify the sale.

What Does a Sales Presentation Mean?

How do sales presentations fit into the sales process, sales presentations vs. sales pitch, start by researching, craft a strong introduction, tailor your presentation to the customer journey, highlight key points backed by data, bring your product or a visual aid, use a template, what to do immediately after a sales presentation.

A sales presentation is a pitch or demonstration given by a salesperson to potential customers in order to persuade them to buy a product or service. But a sales presentation is more than just a sales pitch. It takes your customer on an experience that aids them in understanding how you can meet their needs and requirements.

Presentations also offer the opportunity to explore and build customer relationships by providing tangible success stories or positive customer reviews that can help boost your credibility. However, presenting this information to customers effectively and captivatingly is crucial for your success.

Sales presentations are typically used when introducing products or services to prospective clients to facilitate better business deals. This could involve giving further background about your company’s offerings and showcasing awards your company’s work or product range has received. A well-crafted sales presentation will let your potential buyers know why they need what you’re offering.

Sales presentations are part of the larger sales process that typically happens toward the end of the sales cycle . The sales process begins with a sales rep researching a potential customer’s needs and preferences, preparing your product or service to meet their needs, and building a relationship with your customer over time.

In the early stages of the sales process, you might communicate with your customer over email or through website visits. Later on, you might have meetings or other more direct communications.

As you near the end of the sales cycle, the time for delivering a sales presentation approaches. This is when your customer has already established that you have something of value to offer, and they’re ready to learn more.

Your presentation should provide a detailed overview of how your products can meet their current needs while enabling them to easily view features and benefits in one place.

It’s common for people to think that a sales pitch and a sales presentation are the same thing. However, while they may seem similar, these two approaches have significant differences.

Sales pitches are often standardized, are not tailored to the unique needs of a specific customer, and don’t require any research into the customer’s pain points. For example, a sales pitch is usually characterized by one-way communication. During a sales pitch, you are focused solely on selling your product or service to the customer without any exploration of their needs or interests.

A sales presentation, on the other hand, encourages a more interactive dialogue with customers. It allows them to ask questions and provides more in-depth information about why your product would benefit them specifically. It’s not as much about “selling” as about introducing products based on customer insights to establish value in their eyes.

How to Create an Effective Sales Presentation

When creating an effective sales presentation, there are several factors to consider. A successful sales presentation should be tailored specifically for each customer and allow them to experience meaningful engagement with your product.

It should build on your customer’s needs and interests to showcase how you can meet them without focusing too much on selling points. Additionally, research plays a key role in any sales process, and having data about industry trends or statistics that support your claims can add credibility to your proposal. Here are some tips on the best way to develop a winning sales presentation.

Researching before you start is essential for a good sales presentation. While the information in your presentation will vary depending on the client and situation, it’s important to include enough data and industry stats relevant to the customer’s needs. This data should be targeted towards the specific aspects of your product that can address your customer’s problem areas.

Also, digging further into case studies or positive reviews from existing customers is great for transforming a one-off sale into an ongoing business relationship. You should back up everything you say with credible sources during your sales pitch for a greater impact on viewers’ buying decision process. Newspaper articles, past client testimonials, or information from trusted online sources can all be good places to find data that backs up the claims in your presentation.

Starting a sales presentation with an introduction and some small talk is important for building rapport and trust. This also allows you to warm up the room while giving your customers a chance to get comfortable with you as well. Ensure the conversation’s tone matches your presentation’s purpose, too. Keep it upbeat yet professional, and aim to get out of any awkward silences quickly.

Develop your sales presentation with the customer journey in mind. This means considering your customer’s objectives and using them as a guideline for crafting your story. By paying attention to what your target audience needs, you not only increase the potential of closing a deal but also make customers feel understood.

But don’t take too long to get into specific details about your product. Oftentimes, getting directly to the point of how your product can solve their problem is much more effective and persuasive than offering generic explanations about what you do.

Remember the Power of Storytelling

Storytelling can be incredibly effective when it comes to sales presentations. Focus on telling stories that convey how your company or products have successfully helped other customers meet their needs. This can help your customer understand why they need what you’re offering.

Talking about your product’s challenges and solutions in simple yet compelling language is also important. Remember that a sales presentation isn’t just reciting facts and data points — illustrate the solutions you offer in a memorable way.

Focus Your Presentation on the Customer’s Problem

When creating a sales presentation, keeping the customer’s problem in your mind is important. You should provide solutions that address their pain points and benefit their specific situation.

A good sales presentation will spotlight the features of your product that provide quick and simple problem-solving for the customer. By doing this, you can position your offering as something your customer needs rather than something that’s merely nice to have.

Ways to Improve Your Sales Presentations

Besides doing the required research beforehand, there are some sales presentation techniques you can use to ensure everything runs smoothly and effectively. Here are a few ideas.

As mentioned before, having data that backs up the key points you make in your presentation is critical. These points should include quick summaries or facts about product insights, as well as any relevant customer feedback to give viewers a clear idea of how your offering can meet their needs.

Having your product there for customers to see during your sales presentation can be very persuasive. If it’s too difficult or impossible to bring your product to the presentation, you should still bring visual aids.

For example, you can provide a link with interesting animations of your product’s features, display quotes from previous customers, showcase awards you’ve won, or show videos of your previous work and how it benefitted the customer.

Create a sales presentation template that can be used across different customer sessions to speed up the process. Start by making a sales presentation outline that applies to all customers, and then tailor it to each customer as needed.

Having a consistent format and look to all your presentations will save time and reduce the effort needed to develop new slides so you can focus on crafting content specifically for each customer. An effective template will also ensure brand consistency and professionalism linked with your company’s name.

Assess Your Body Language

When delivering a presentation, body language is just as important as words. Having good posture shows confidence in your presentation and can help keep your customers engaged. Avoid crossing your arms or moving around too much, as this can cause viewers to be distracted. It’s a good idea to record yourself practicing your presentation in advance to see how you appear to others.

Ask for Input

Feedback is essential for sharpening your skills as a presenter and gaining confidence in your sales presentations. Asking your customers or sales team members for feedback on your sales deck and presentation is a great way to get honest and productive input. They may suggest changes that could bring greater clarity to your presentation or help you develop a more effective sales deck in the future.

Highlight Value Before Going Into Pricing

A professional sales presentation should focus heavily on value. Highlight how customers stand to benefit from your product, as this is crucial for getting them to purchase with confidence. You will be much more successful if you demonstrate how valuable your product is before you tell the customer how much it will cost them. 

If you’re selling something expensive, packaging additional services or features in one bundle at no extra cost can be useful for reassuring your customer that the price is worth it. This could include offers such as introducing discounts for first-time buyers or offering free maintenance contracts over a set period.

Outline Next Steps

To give your customer a clear idea of where you want things to go, always remember to end your presentation with a quick overview. This can include summarizing your value proposition and the advantages that customers can gain from using your product. Clearly outline any details about follow-up steps to set client expectations up correctly.

Increase Audience Engagement

Tricks such as incorporating polls and games during your presentation can help people remember the key points you want to present. It’s another way for sales reps to make a memorable impression on viewers and engage them with your product even after the meeting has ended.

Also, remember that the most effective sales presentations use an impactful sales deck that allows you to paint a memorable story for the customer. Build opportunities for interaction into your presentation itself.

After a successful sales presentation, it is important for a salesperson to follow-up with their client. This follow-up should be swift and thorough to ensure that the customer remembers their experience and continues to do business with the salesperson. The follow-up can include sending an email or letter summarizing the conversation and outlining any next steps, such as setting up another meeting or contract signing. Be sure to address any specific questions or concerns the prospect expressed during the presentation as well.

Additionally, it is important for the salesperson to keep in touch with their customer after the initial sale. This can be done by sending periodic updates on new products or services, providing tips on how best to use purchased products, and offering other relevant insights that could help strengthen the customer relationship.

Finally, regular check-ins will help cement loyalty while helping to identify opportunities for future sales. When executed correctly, these follow-up tasks can contribute heavily to long-term success in sales.

Sales presentations are an important element of the sales journey and require thoughtful preparation. Now that we’ve answered the question of what is a sales presentation, you can use these tips to improve your interactions with customers. Through data-backed storytelling and consideration of the customer’s journey, you stand a great chance of successfully selling your product.

Always remember that these sales presentation techniques should help make the sale come alive for viewers so they can better envision value in what you have to offer. By following our sales presentation tips, you’ll be well on your way to delivering a successful sales presentation every time!

Jane Mitchell is a sales expert with over 17 years in the industry, extending her knowledge to diverse sectors and providing optimal business growth solutions. Her knack for crafting unique sales strategies is unmatched. Jane fuels her wanderlust by traveling the world, having reached the prestigious Million Miler status with Delta Airlines.

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Blog Beginner Guides 8 Types of Presentations You Should Know [+Examples & Tips]

8 Types of Presentations You Should Know [+Examples & Tips]

Written by: Krystle Wong Aug 11, 2023

From persuasive pitches that influence opinions to instructional demonstrations that teach skills, the different types of presentations serve a unique purpose, tailored to specific objectives and audiences.

Presentations that are tailored to its objectives and audiences are more engaging and memorable. They capture attention, maintain interest and leave a lasting impression. 

Don’t worry if you’re no designer —  Whether you need data-driven visuals, persuasive graphics or engaging design elements, Venngage can empower you to craft presentations that stand out and effectively convey your message.

Venngage’s intuitive drag-and-drop interface, extensive presentation template library and customizable design options make it a valuable tool for creating slides that align with your specific goals and target audience. 

Click to jump ahead:

8 Different types of presentations every presenter must know

How do i choose the right type of presentation for my topic or audience, types of presentation faq, 5 steps to create a presentation with venngage .

When it comes to presentations, versatility is the name of the game. Having a variety of presentation styles up your sleeve can make a world of difference in keeping your audience engaged. Here are 8 essential presentation types that every presenter should be well-acquainted with:

1. Informative presentation

Ever sat through a presentation that left you feeling enlightened? That’s the power of an informative presentation. 

This presentation style is all about sharing knowledge and shedding light on a particular topic. Whether you’re diving into the depths of quantum physics or explaining the intricacies of the latest social media trends, informative presentations aim to increase the audience’s understanding.

When delivering an informative presentation, simplify complex topics with clear visuals and relatable examples. Organize your content logically, starting with the basics and gradually delving deeper and always remember to keep jargon to a minimum and encourage questions for clarity.

Academic presentations and research presentations are great examples of informative presentations. An effective academic presentation involves having clear structure, credible evidence, engaging delivery and supporting visuals. Provide context to emphasize the topic’s significance, practice to perfect timing, and be ready to address anticipated questions. 

2. Persuasive presentation

If you’ve ever been swayed by a passionate speaker armed with compelling arguments, you’ve experienced a persuasive presentation . 

This type of presentation is like a verbal tug-of-war, aiming to convince the audience to see things from a specific perspective. Expect to encounter solid evidence, logical reasoning and a dash of emotional appeal.

With persuasive presentations, it’s important to know your audience inside out and tailor your message to their interests and concerns. Craft a compelling narrative with a strong opening, a solid argument and a memorable closing. Additionally, use visuals strategically to enhance your points.

Examples of persuasive presentations include presentations for environmental conservations, policy change, social issues and more. Here are some engaging presentation templates you can use to get started with: 

3. Demonstration or how-to presentation

A Demonstration or How-To Presentation is a type of presentation where the speaker showcases a process, technique, or procedure step by step, providing the audience with clear instructions on how to replicate the demonstrated action. 

A demonstrative presentation is particularly useful when teaching practical skills or showing how something is done in a hands-on manner.

These presentations are commonly used in various settings, including educational workshops, training sessions, cooking classes, DIY tutorials, technology demonstrations and more. Designing creative slides for your how-to presentations can heighten engagement and foster better information retention. 

Speakers can also consider breaking down the process into manageable steps, using visual aids, props and sometimes even live demonstrations to illustrate each step. The key is to provide clear and concise instructions, engage the audience with interactive elements and address any questions that may arise during the presentation.

4. Training or instructional presentation

Training presentations are geared towards imparting practical skills, procedures or concepts — think of this as the more focused cousin of the demonstration presentation. 

Whether you’re teaching a group of new employees the ins and outs of a software or enlightening budding chefs on the art of soufflé-making, training presentations are all about turning novices into experts.

To maximize the impact of your training or instructional presentation, break down complex concepts into digestible segments. Consider using real-life examples to illustrate each point and create a connection. 

You can also create an interactive presentation by incorporating elements like quizzes or group activities to reinforce understanding.

5. Sales presentation

Sales presentations are one of the many types of business presentations and the bread and butter of businesses looking to woo potential clients or customers. With a sprinkle of charm and a dash of persuasion, these presentations showcase products, services or ideas with one end goal in mind: sealing the deal.

A successful sales presentation often has key characteristics such as a clear value proposition, strong storytelling, confidence and a compelling call to action. Hence, when presenting to your clients or stakeholders, focus on benefits rather than just features. 

Anticipate and address potential objections before they arise and use storytelling to showcase how your offering solves a specific problem for your audience. Utilizing visual aids is also a great way to make your points stand out and stay memorable.

A sales presentation can be used to promote service offerings, product launches or even consultancy proposals that outline the expertise and industry experience of a business. Here are some template examples you can use for your next sales presentation:

6. Pitch presentation

Pitch presentations are your ticket to garnering the interest and support of potential investors, partners or stakeholders. Think of your pitch deck as your chance to paint a vivid picture of your business idea or proposal and secure the resources you need to bring it to life. 

Business presentations aside, individuals can also create a portfolio presentation to showcase their skills, experience and achievements to potential clients, employers or investors. 

Craft a concise and compelling narrative. Clearly define the problem your idea solves and how it stands out in the market. Anticipate questions and practice your answers. Project confidence and passion for your idea.

7. Motivational or inspirational presentation

Feeling the need for a morale boost? That’s where motivational presentations step in. These talks are designed to uplift and inspire, often featuring personal anecdotes, heartwarming stories and a generous serving of encouragement.

Form a connection with your audience by sharing personal stories that resonate with your message. Use a storytelling style with relatable anecdotes and powerful metaphors to create an emotional connection. Keep the energy high and wrap up your inspirational presentations with a clear call to action.

Inspirational talks and leadership presentations aside, a motivational or inspirational presentation can also be a simple presentation aimed at boosting confidence, a motivational speech focused on embracing change and more.

8. Status or progress report presentation

Projects and businesses are like living organisms, constantly evolving and changing. Status or progress report presentations keep everyone in the loop by providing updates on achievements, challenges and future plans. It’s like a GPS for your team, ensuring everyone stays on track.

Be transparent about achievements, challenges and future plans. Utilize infographics, charts and diagrams to present your data visually and simplify information. By visually representing data, it becomes easier to identify trends, make predictions and strategize based on evidence.

Now that you’ve learned about the different types of presentation methods and how to use them, you’re on the right track to creating a good presentation that can boost your confidence and enhance your presentation skills . 

Selecting the most suitable presentation style is akin to choosing the right outfit for an occasion – it greatly influences how your message is perceived. Here’s a more detailed guide to help you make that crucial decision:

1. Define your objectives

Begin by clarifying your presentation’s goals. Are you aiming to educate, persuade, motivate, train or perhaps sell a concept? Your objectives will guide you to the most suitable presentation type. 

For instance, if you’re aiming to inform, an informative presentation would be a natural fit. On the other hand, a persuasive presentation suits the goal of swaying opinions.

2. Know your audience

Regardless if you’re giving an in-person or a virtual presentation — delve into the characteristics of your audience. Consider factors like their expertise level, familiarity with the topic, interests and expectations. 

If your audience consists of professionals in your field, a more technical presentation might be suitable. However, if your audience is diverse and includes newcomers, an approachable and engaging style might work better.

3. Analyze your content

Reflect on the content you intend to present. Is it data-heavy, rich in personal stories or focused on practical skills? Different presentation styles serve different content types. 

For data-driven content, an informative or instructional presentation might work best. For emotional stories, a motivational presentation could be a compelling choice.

4. Consider time constraints

Evaluate the time you have at your disposal. If your presentation needs to be concise due to time limitations, opt for a presentation style that allows you to convey your key points effectively within the available timeframe. A pitch presentation, for example, often requires delivering impactful information within a short span.

5. Leverage visuals

Visual aids are powerful tools in presentations. Consider whether your content would benefit from visual representation. If your PowerPoint presentations involve step-by-step instructions or demonstrations, a how-to presentation with clear visuals would be advantageous. Conversely, if your content is more conceptual, a motivational presentation could rely more on spoken words.

6. Align with the setting

Take the presentation environment into account. Are you presenting in a formal business setting, a casual workshop or a conference? Your setting can influence the level of formality and interactivity in your presentation. For instance, a demonstration presentation might be ideal for a hands-on workshop, while a persuasive presentation is great for conferences.

7. Gauge audience interaction

Determine the level of audience engagement you want. Interactive presentations work well for training sessions, workshops and small group settings, while informative or persuasive presentations might be more one-sided.

8. Flexibility

Stay open to adjusting your presentation style on the fly. Sometimes, unexpected factors might require a change of presentation style. Be prepared to adjust on the spot if audience engagement or reactions indicate that a different approach would be more effective.

Remember that there is no one-size-fits-all approach, and the best type of presentation may vary depending on the specific situation and your unique communication goals. By carefully considering these factors, you can choose the most effective presentation type to successfully engage and communicate with your audience.

To save time, use a presentation software or check out these presentation design and presentation background guides to create a presentation that stands out.    

What are some effective ways to begin and end a presentation?

Capture your audience’s attention from the start of your presentation by using a surprising statistic, a compelling story or a thought-provoking question related to your topic. 

To conclude your presentation , summarize your main points, reinforce your key message and leave a lasting impression with a powerful call to action or a memorable quote that resonates with your presentation’s theme.

How can I make my presentation more engaging and interactive?

To create an engaging and interactive presentation for your audience, incorporate visual elements such as images, graphs and videos to illustrate your points visually. Share relatable anecdotes or real-life examples to create a connection with your audience. 

You can also integrate interactive elements like live polls, open-ended questions or small group discussions to encourage participation and keep your audience actively engaged throughout your presentation.

Which types of presentations require special markings

Some presentation types require special markings such as how sales presentations require persuasive techniques like emphasizing benefits, addressing objections and using compelling visuals to showcase products or services. 

Demonstrations and how-to presentations on the other hand require clear markings for each step, ensuring the audience can follow along seamlessly. 

That aside, pitch presentations require highlighting unique selling points, market potential and the competitive edge of your idea, making it stand out to potential investors or partners.

Need some inspiration on how to make a presentation that will captivate an audience? Here are 120+ presentation ideas to help you get started. 

Creating a stunning and impactful presentation with Venngage is a breeze. Whether you’re crafting a business pitch, a training presentation or any other type of presentation, follow these five steps to create a professional presentation that stands out:

• Sign up and log in to Venngage to access the editor.
• Choose a presentation template that matches your topic or style.
• Customize content, colors, fonts, and background to personalize your presentation.
• Add images, icons, and charts to enhancevisual style and clarity.
• Save, export, and share your presentation as PDF or PNG files, or use Venngage’s Presentation Mode for online showcasing.

In the realm of presentations, understanding the different types of presentation formats is like having a versatile set of tools that empower you to craft compelling narratives for every occasion.

Remember, the key to a successful presentation lies not only in the content you deliver but also in the way you connect with your audience. Whether you’re informing, persuading or entertaining, tailoring your approach to the specific type of presentation you’re delivering can make all the difference.

Presentations are a powerful tool, and with practice and dedication (and a little help from Venngage), you’ll find yourself becoming a presentation pro in no time. Now, let’s get started and customize your next presentation!

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10-Steps to Your Ultimate Sales Presentation (with Examples)

One of the first things every new salesperson needs to learn, if they are to succeed, is how to develop and deliver a sales presentation. A lot of factors go into developing a sales presentation for a specific situation. However, by following a logical series of steps, it will greatly enhance the chance of making a sale.

A sales presentation is defined as “a talk giving information about a product or service that you are trying to sell, intended to persuade people to buy it.” Historically, sales presentations were delivered one-on-one with the salesperson, presenting directly to a buyer.

However, technology has expanded the traditional in-person sales presentation to include the potential for video conference presentations, telephone presentations, presentations delivered via email, and even long-form presentations delivered via internet web sales pages.

Regardless of the delivery method, a salesperson who follows a logical series of steps will have the greatest chance of making a sale.

The graphic below depicts an outline of the Ultimate 10-Step Sales Presentation:

Each step of the Ultimate Sales Presentation is important and contributes to the likelihood of making a sale. That said, not every step is needed in every selling situation. Sometimes the buyer is ready to buy after Step 4: Presentation. Sometimes the buyer will inject objections immediately as the salesperson begins, Step 3: Approach.

As I said, every salesperson/buyer interaction is different. The relational salesperson is acutely aware of this difference and will flex their presentation to meet the needs of the buyer.

10-Step Ultimate Sales Presentation

So now, let’s take a quick look at each of the 10-Steps of the Ultimate Sales Presentation.

1. Prospecting

Prospecting is the first step in the selling process. A prospect is a buyer who has the potential to buy your product or service. A lead is not the same thing as a prospect! A lead is simply someone for whom the salesperson has contact information. Once the lead has been qualified, they then become a prospect.

A lead becomes a qualified prospect when they exhibit these three characteristics:

• They must have the money to buy.
• They must have the authority to buy.
• They must have a desire to buy.

Prospecting is the lifeblood of many sales roles. Keeping a pipeline full of potential prospects is critical in industries like real estate, insurance, and vehicle sales. Even many retail businesses (like department stores) rely on prospecting to develop new customers.

2. Pre-approach/Planning

Planning is the second step in the selling process. Planning is done after we have identified a qualified prospect, and before we approach the customer.

A plan is a sales presentation strategy designed to achieve a specific end goal. A plan describes what you want to achieve and how you will do it.

The desire of a relational salesperson is to help people. The purpose of meeting with a buyer is to help that person in some way. The purpose of the plan you create is to help the person by selling the right product or service to meet their needs.

Planning is critical to the sales process because it accomplishes four things:

• Planning builds the confidence of the salesperson.
• Planning demonstrates the salesperson’s professionalism.
• Planning often builds goodwill between the salesperson and the buyer because the buyer sees the effort taken by the salesperson to meet their needs.
• Planning increases the probability of making the sale because the salesperson better understands the buyer’s needs.

3. Approach

The approach is the third step in the selling process. It is the period of time between when the salesperson first sees the buyer up until they start to discuss the product. The approach is the first step of the actual sales presentation.

The approach step of the sale presentation process consists of two distinct, yet equally important, parts. First is the rapport building, “small talk.” This is usually the first minute or two of the sales meeting where the salesperson might talk about something you know the buyer is interested in (sports, weather, family, children, etc.).

The second part of the approach step is the planned, formal lead-in to the actual discussion of the product.

The main thing every buyer wants to know is whether the product you’re about to discuss will meet their needs. As a salesperson, your approach to lead-in to the presentation with the buyer must accomplish three things:

• You must capture the buyer’s attention .
• You must stimulate their interest in your product or solution.
• You must then transition smoothly into the presentation.

The approach lead-in might take the form of a statement, a question, or a demonstration. Whichever method you choose (statement, question, or demonstration), you must capture the buyer’s attention, stimulate their interest in the product, and transition into the main body of the presentation.

Approach Example

An example of the statement/question approach is, “What a wonderful picture of your two children! How old are they?… That’s a wonderful age. Mrs. Buyer, the reason I wanted to meet with you today is I have an idea that I think will increase your sales and profit. Is that something you are interested in?”

As soon as you have the buyer’s attention and gained their interest, it’s time to transition directly to the main body of your presentation.

4. Presentation

The presentation is the fourth step in the selling process. The presentation is your persuasive verbal and visual explanation of your selling proposition. The presentation follows the approach.

The presentation takes the buyer through five distinct stages in the buying cycle that build upon one another:

• To provide knowledge in the form of features, advantages, and benefits so that the buyer can make an informed decision.
• This knowledge translates into positive beliefs about you and your product/service.
• The positive beliefs result in the buyer having a desire for the product.
• The desire for the product becomes an attitude that your product is the best product to fulfill the buyer’s need.
• When the buyer realizes you have the best product to meet their needs, they move into the conviction stage. They are now convinced yours is the product they need to buy.

Once the buyer has reached the conviction stage, it is time for a trial close.

5. Trial Close

A trial close is the fifth step in the selling process. The trial close is not asking the buyer to decide to buy. Rather, the trial close asks for the buyer’s opinion regarding what they have heard so far.

The trial close allows the salesperson to determine:

• Whether the buyer likes your product or service.
• Whether you have successfully answered any questions from the buyer.
• Whether any additional questions remain unanswered.
• Whether the buyer is ready for you to close the sale.

The trial close is an important yet often underutilized tool. A trial close can be used:

• After making a significant point in the presentation.
• After answering any questions or objections from the buyer.
• After the close of the main body of the presentation, and before you move to close the sale.

Trial Close Examples

Examples of a simple trial close include,

• “Does that answer your question?”
• “How does that sound to you?”
• “What do you think about what we’ve discussed so far?”

If the trial close results in a positive response from the buyer, jump to Step 9: Close. However, most trial closes will result in some questions or objections from the buyer. It’s time to determine and handle objections.

6. Determine Objections

Determining objections is the sixth step in the selling process. Assuming the trial close has resulted in questions or objections from the buyer, we now must begin the process of discovering those questions and handling those objections.

Some salespeople bristle and get defensive when asked questions or confronted with objections from a buyer. But this is the wrong way to think about objections! Salespeople should be grateful for questions and objections because they indicate the buyer’s interest. They also help the salesperson determine which stage of the buying cycle the buyer is in—attention, interest, desire, or conviction.

If the buyer has raised an objection, the salesperson needs to ensure their understanding of the objection. One easy way to do that is to restate the objection and ask for confirmation.

Determine Objection Example

For example, if the buyer has raised an objection about the expected life of a machine, the salesperson might say, “If I understand you correctly, your main concern with this machine is that it will provide you with trouble-free service for several years. Is that right?”

When the buyer confirms your understanding of the objection its time to move to the next step in the selling process and handle the objection!

7. Handle Objections

Meeting or handling objections is the seventh step in the selling process. Once you have determined you understand the buyer’s objection, you need to handle the objection. Usually, objections should be handled as soon as they are brought up. However, you may want to delay handling the objection if you are just about to talk about the question in your presentation.

There are four important points to consider when handling objections:

• Handle objections when they arise.
• Be positive when responding to objections.
• Listen carefully to the buyer as they state their objection.
• Confirm your understanding of the objection.

Some objections are false, and these can usually be ignored. However, if a buyer brings up an objection a second time, it is most likely a real issue, which needs to be addressed.

Real objections are almost always a request for more information. So, the best way to handle them is to answer the question with the specific relevant information the buyer needs.

Handle Objection Example

Going back to our machine question in the Determine Objection section above, the salesperson might continue, saying, “I certainly understand your concern. Our company has placed over 300 of these machines in companies like yours over the past ten years, and I’m proud to say they have a 99% run rate with no failures!

8. Trial Close

A follow-up trial close is the eighth step in the selling process. Whenever a question or objection is raised and handled, it’s time to try a trial close. As before, the point of the trial close is to ensure you have answered the buyer’s question to their satisfaction. If there is any doubt that the buyer is satisfied with your answer, you need to dig in to discover what other issues the buyer might have.

Trial Close Example

In our machine example, the salesperson might simply say, “Does our machine’s long life and 99% run rate answer your concern for our product’s reliability?”

When the salesperson feels that all the questions and objections have been addressed satisfactorily, it’s time to move on to the Close!

The close is the ninth step in the selling process. Closing is simply the process of helping the buyer make a decision that benefits them. The salesperson should attempt to close the sale when they feel the buyer is in the Conviction stage of the buying process.

Unfortunately, research shows a whopping 64% of salespeople fail to close. They fail to ask for the order! There are several reasons why this is the case, but generally, most of them revert to fear. The salesperson is afraid of failure, of being told “no.” Whereas, relational salespeople who are selling to solve problems and help people should never be afraid to ask for the order!

Good closers plan the close of their sale as carefully as they plan all the rest of their presentation. The close is not something you tack on to the end of the presentation, hoping that the buyer will say “yes.”

Close Example

There are many ways to close, but the simplest way is just to ask for the order and stop talking.

A salesperson might say, “Mr. Buyer, we’ve covered a lot of ground today, and I think you agree this machine will increase your production and improve your sales and profit. I have the order contract ready for your signature.” Then stop talking!

Another form of the close that I personally like is the assumptive option close. The salesperson might say, “Mr. Buyer, we’ve covered a lot of ground today, and I think you agree this machine will increase your production and improve your sales and profit. Would you like to have it delivered and installed next week, or would the following week be better for you?”

10. Follow-Up and Service

Finally, follow-up and service after the sale is the tenth step in the selling process. Sales are not about you. It’s about you taking care of your customers, and that happens after the buyer says “yes.”

What you do after the sale to provide follow-up and service to the customer is critical. It makes the difference between making a sale to a customer one time and making a sale to the same loyal customer many times year after year!

A salesperson who is diligent about providing follow-up and service after the sale will outperform the salesperson who does not perform that service. This maxim holds true simply because it is always easier to sell more to a current happy customer than find new customers. Happy, satisfied customers tell others and provide a flow of new business leads to the salesperson.

There are six steps the salesperson should take after the sale:

• Focus on improving account penetration. Get to know as many people in the account as you can. Look for needs or problems that you might be able to solve.
• Continue regular contact with the customer. Make sure every promise made in the presentation is kept.
• Handle any issues or customer complaints immediately. Things will go wrong, and the speed at which you handle even a minor issue demonstrates your commitment to the customer.
• Always keep your promises. Nothing destroys a developing relationship, like not keeping your promises. Stay true to your word. The customer placed their faith in you when they bought your product. You need to respect that faith by keeping your word.
• Become the customer’s business advisor. Do what you can to shift from the role of the salesperson to that of the trusted advisor by providing helpful industry insights, new information, or problem-solving solutions. Become a valued partner in the business!
• Show your appreciation. Showing your appreciation is a simple way to demonstrate you are thinking about the customer. Never underestimate how much a handwritten thank-you note, a congratulatory phone call, or a birthday card will mean to a buyer!

There you have it, a quick overview of the Ultimate 10-Step Sales Presentation Model!

The Ultimate 10-Step Sales Presentation Series

I hope what I shared with you here has helped you understand and appreciate the power of the Ultimate 10-Step Sales Presentation model. But I’ve just scratched this surface here! Over the next few months, I’ll be sharing more detail about each step of the model with more examples.

If you want to learn more about the Ultimate 10-Step Sales Presentation model, you can subscribe to the series here. That way you won’t miss any of this valuable information!

Join the Conversation

As always, questions and comments are welcome. What questions do you have about the Ultimate 10-Step Sales Presentation model? Are there any steps you think are more or less important than others?

I’d love your help. This blog is read primarily because of people like you who share it with friends. Would you be kind enough to share it by pressing the share button?

Category: Salespeople

Related Posts

Your Complete Guide to Customer Retention: Service and Follow-Up (with Examples)

Your Complete Guide to Closing the Sale (with Examples)

Your Complete Guide to Flushing Out Buyer Objections

How to Leverage the Trial Close in Your Ultimate Sales Presentation

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Sales presentation

Last updated: 11 November, 2023

What is a sales presentation?

What makes a good sales presentation, how to make a sales presentation, checkout our sales pipeline templates freebies.

Did you know people process visuals nearly 60,000 times faster than text? Our eyes are a predominant perceptual system for information coming from the outside world to the brain. Nearly 90% of the data we receive comes from observing, and images are stored in our memory for a very long time. 

It’s no coincidence that any advertisement, be it a video or a banner, includes both a verbal message and a visual aid. Marketers and sales reps exploit this quality of human memory to boost communication and close more deals. 

In particular — by creating effective sales presentations .

A sales presentation is a short presentation of your solution to prospects or existing customers that aims to persuade them to make a purchase.

The answer is simple. A winning sales presentation:

• Helps convince the client of the brilliance of your solution.
• Doesn’t simply describe a product or service but draws attention to the features that can solve the customer’s problems.
• Is not overloaded with facts and statistics.
• Doesn’t make your potential clients want to doze off (a boring sales presentation is a sales killer).
• Persuades the prospect that no one else on the market can satisfy their needs as well as your company can.

But what exactly should it include to get your prospects’ attention, establish good relationships with them, and accelerate the sales process?

We wish there were a recipe for a sales presentation, but there’s no one-size-fits-all recommendation about its ingredients: wording, style, format, or length. 

Still, there are some tips to help your presentation end in a sale: 

1. It’s all about the balanced layout

If you use PowerPoint or other presentation software, it’s better not to put multiple graphs, images, text, and statistics onto one slide. Your audience needs time to focus and concentrate. It hurts when you try processing the slide below, doesn’t it? 

Find the right balance between statistics and visual components. Charts, tables, and bulleted points are great, but if your presentation consists of grouped facts only, it won’t win the heart of your listener.

3 elements are just enough. If there’s more, break the slide into multiple slides instead!

Besides, as a speaker, make sure you don’t seem offhand or uninformed. Clients, especially in the B2B market , appreciate precision and professionalism. For them, the presentation packed with Google images just won’t do.

All the material presented should be of high quality and serve a point.

2. Make it short and sweet

Like any meeting, a sales presentation follows a clear agenda. Nothing will distract a client from the deal more than a prolonged conference that makes them want to escape the room. 

Here’s what works best for us: arranging 20 minutes for the speech plus 10-15 minutes for the Q&A section. This way, a sales presentation won’t take more than 30-35 minutes . It can be even shorter than that. After all, there’s a reason TED talks are 18-minute long.

If you think this time isn’t enough, schedule follow-ups, subsequent sales pitches , or agree to continue via email or phone. 

3. Work on the slide deck

Avoid adding meaningless slides; use an interactive presentation maker instead, to keep your audience engaged.

There are three conventional ones: a title, table of contents, and a “Thank you” slide. Apart from these, it’s up to you how many to include in the sales presentation. Typically, it takes from 1.5 to 3 per single key point. If we consider a 30-minute duration, that’ll sum up into 10-20 slides .

4. Start a sales presentation with a self-introduction and small talk

This is an act of courtesy to introduce oneself and briefly tell who you are. In particular, when you meet new people. Unfortunately, due to the stress, some speakers forget about it.

No less important is to catch the audience’s attention from the very beginning. A story from one’s life, a joke, a surprising fact — whichever magnet you choose, make sure it corresponds to the time and place. By the way, if you want to get inspired, check out these best TED talks ever .

5. End your speech by wrapping up and outlining further steps

Although a sales presentation may not result in a closed deal or a revenue boost (it can but on rare occasions), this is a business process. So, apart from having a good pastime with clients, a sales rep has to mildly yet distinctly drop a hint about how it’s better to proceed with the deal.

Define the purpose

Your speaking style will depend on what you’re trying to accomplish. Remember outstanding demonstrations of Apple’s new launches held by Steve Jobs? Each of these is an example of a winning sales presentation. 

The speaker aimed to persuade buyers that the product was so one of a kind, that it was a matter of life-and-death to purchase it. A speech was corresponding: the majority of time was devoted to demonstrating new UI / UX features, and less attention was paid to the technical side.

To succeed with the presentation, ask yourself what exactly you need to convey:

• Explain unique selling points
• Focus on money benefits
• Position your brand to competitors
• Create urgency around the deal, etc.

Adjust your sales presentation based on the audience

Does your audience consist of decision-makers , stakeholders, ordinary employees, or all three at once? What industry do your clients operate in? How old are these people? Is the audience multilingual? Any details are important because they will determine:

• The language and wording you choose
• Jokes you can or can’t tell
• Images you should and shouldn’t use, etc.

Consider means available

Your presentation may be doomed to fail if you don’t consider technical issues. Imagine, you expected to display a growth graph on the big white screen but were provided with a TV screen instead. Your audience won’t be able to see anything, and half of the speech will be lost.

Prepare key points & season them with data

It’s important to have a good understanding of what you are about to present. Let the numbers speak for themselves: prepare a few metrics or statistics and mention these during storytelling. However, don’t turn a presentation into a report — 2 or 3 graphs, tables, or diagrams will be more than enough.

If you plan to share the presentation among participants, you can include links to resources. This way, people interested in more details can retrieve the data.

Design the sales presentation structure

Use a “10-20-30” formula: 

• No more than 10 slides
• 20 minutes to speak
• No font smaller than 30 pt.

A good idea is to google some pre-designed sales presentation templates. This will save time on formatting plus give you useful ideas about the overall structure. Below are websites that might be helpful:

• Freecreatives

If you are in doubt, break your speech down into minute detail and align it with the sales presentation. Also, prepare cheat sheets — the latest price list, full specifications, etc. This way, you will be able to fend off any questions from the public.

Wrapping up

A good sales presentation fits the audience. Put yourself in the client’s shoes and wonder, what would YOU want to listen about? What facts might comfort you, and what questions might arise? With the customer in mind and with thorough preparation, your presentation will be a sure hit.

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5. 2. Types of Communication

It is important to use multiple types of communication so that repetition does not become boring like a broken record. There are three types of communication:  verbal,  which involves speaking to one or many people to convey a message;  nonverbal , which includes body language and other observations about people; and  written , which includes a message that is read in hard copy, e-mail, text message, instant message, Facebook, Twitter, blog, or other Internet-based written communication. Varying the usage of these mediums can help ensure your customer’s attention, but you must carefully develop each skill separately to communicate effectively.

Verbal Communication

An introduction, a presentation, a telephone conversation, a videoconference call: these are all examples of verbal communication because information is transmitted orally. Despite the ubiquitous use of technology in the business world, verbal communication is the most common method of exchanging information and ideas. Verbal communication is powerful, fast, and natural and includes voice inflections that help senders and receivers understand the message more clearly. The downside to verbal communication is that once it is spoken, the words are essentially gone; they are preserved only in the memory of those present, and sometimes the memories of the specific words spoken vary dramatically. Recall is rarely exactly the same between two or more people.

Figure 5.4: The Impact of Intonation

Source:  Based on ideas in Kiely, M. (October, 1993). When “no” means “yes.” Marketing, 7–9.

Voice inflection, the verbal emphasis you put on certain words, can have a significant impact on the meaning of what you say. In fact, the same words can take on completely different meaning based on the inflection you use.

For example, if you say the sentence in with an inflection on a different word each time, the sentence communicates something completely different each time.

Verbal communication may take place face-to-face, such as an in-person conversation or group meeting, speech, or presentation. It could also take place by phone in an individual conversation, a conference call, or even a voice mail. Other forms of verbal communication include videoconferences, podcasts, and Webinars, which are increasingly common in business. All these methods allow you to use inflection to communicate effectively. Face-to-face meetings also provide the opportunity to use and interpret other visual cues to increase the effectiveness of your communication. Verbal communication is especially important throughout the steps of the selling process. Your choice of words can make the difference in someone’s decision to first hear your sales presentation, and your presentation can determine whether that person will purchase your product or service. You will learn more specifically about how communication is used throughout the selling process covered in later chapters.

Nonverbal Communication

Imagine that you are in a retail store buying a suit for an interview. When the salesperson approaches you, they smile, makes eye contact, and shake your hand. You respond positively. You notice that they are dressed professionally, so they make you feel as if you will receive good fashion advice from them. When you make your choice, the tailor comes over wearing a tape measure around their neck. You know they are a professional and you can trust them to alter your new suit properly. On the other hand, if the salesperson waits on you only after you interrupt their personal phone call, doesn’t make eye contact or shake your hand, acts as if they are bored being at work, and is dressed in worn jeans and flip-flops, it’s unlikely that you trust them to help you choose your suit.

You have, no doubt, used and noticed nonverbal communication in virtually every personal encounter you have had. Think about it: a gesture, a smile, a nod, eye contact, what you are wearing, the fact that you are frequently checking your cell phone for text messages, and how close you stand to someone are all examples of nonverbal communication. Nonverbal communication is extremely powerful. In fact, some studies indicate that the influence from nonverbal communication such as tone and visuals can have a greater impact than the spoken words. Dr. Albert Mehrabian, a famed psychologist and professor emeritus of psychology at University of California, Los Angeles, is considered a pioneer in the area of body language and nonverbal communication. His research includes an equation, called the Mehrabian formula (Mehrabian’s communication theory, 2019) that is frequently used to define the relative impact of verbal and nonverbal messages based on experiments of communication of feelings and attitudes:

7% of meaning in the words that are spoken. 38% of meaning is paralinguistic (the way that the words are said). 55% of meaning is in facial expression. 100%

The formula reflects how we interpret meaning during communication. In the formula, you can see that only 7% of the meaning in a conversation is from the actual words spoken where as 38% is in the way we speak the words and a whopping 55% is in our facial expressions. Miscommunication occurs when facial expressions contradict words, and then people tend to believe the facial expressions ((Mehrabian’s communication theory, 2019). In sales, it would be important to recognize this to ensure that your words match your intonation and your facial expressions.

Types of Nonverbal Communication

• Body language
• Nodding or shaking your head
• Eye contact (or lack of eye contact)
• Facial expressions
• Space or proximity
• Multitasking (e.g., texting while listening to someone, earphones in ears while working)

Your Handshake Says It All

In some countries, you might bow when you meet someone; in others you might kiss; but when you meet someone for a business meeting in most countries, it’s best to shake hands (hand shaking is used across all continents to various degrees) (Hill, n.d.). When you shake hands with people at a meeting, they are two times more likely to remember you than if you don’t shake hands (Zupek, 2009). So, it is important to understand the handshake as a business too. A good handshake is essential in business; it is the first nonverbal cue that you give to the person with whom you are meeting. It’s so important to have a good handshake that a recent study conducted at the University of Iowa showed that during mock interviews, those students who scored as having a better handshake were also considered more hirable by interviewers (Good handshake key to interview success, 2009). Do you think you have a good handshake? Believe it or not, it’s worth practicing your handshake. Here are five tips for a good handshake:

• Extend your right hand when you are approximately three feet away from the person with whom you want to shake hands (Zupek, 2009).
• Make eye contact and smile. (Mayne, 2020).
• Keep your wrist straight and lock hands connecting your hand with the same part of the other person’s hand (Zupek, 2009). Apply appropriate pressure; don’t crush the person’s hand (Mayne, 2020).
• Shake up and down three or four times (Lennon, 2018; Mayne, 2020).
• Avoid the “wet fish” handshake. This is where practice is really important. The more you shake hands, the less nervous you will be. (good handshake key to interview success, 2009).

A handshake is your opportunity to use multiple types of nonverbal communication to get your meeting or interview off to a good start.

Body Language

Do you use your hands when you talk? If so, you are using body language to help make your point. But body language includes more than talking with your hands. Body language is what we say without words; nonverbal communication using your body includes elements such as gestures, facial expressions, eye contact, a head tilt, a nod, and even where and how you sit. Body language can indicate an unspoken emotion or sentiment that a person might be feeling either consciously or subconsciously. Body language can indicate if you are listening to someone and are engaged in what they are saying, disagreeing with them, or getting bored. (You might want to think twice about the body language you are using in class.) It is important that you are aware of what you communicate with your body language and to understand and respond to the cues you are getting from someone else’s body language. Some research indicates that body language may account for between 60 and 65 percent of all communication (Foley, 2007). This number may be a little high but it is clear that body language does play a role in our communication. Here are some common body language examples and meaning (Bradbury, 2017; Cherry, 2019):

• Crossed arms and legs: resistance to your ideas
• Glancing at watch: concerned about time or bored
• Real smiles crinkle the eyes
• Raised eyebrows: discomfort
• Exaggerated nodding: anxiety about approval
• Clenched jaw: stress
• Hands on hips: ready and in control
• Tapping fingers or fidgeting: bored, impatient or frustrated

Body language is not just an interesting topic to consider; it’s a proven science that can help you improve your communication.  Make eye contac t with the person to whom you are speaking.  Smile  when you meet someone and throughout the conversation. A smile is a positive response to another person and has a significant impact on how people perceive you. A smile can break the ice and help you start a conversation.  Dress for success  at all times, which means always dressing appropriately for the situation. Career counsellors recommend that people dress for the job they want—not the job they currently have (this is a key body language element in the first impression (Goman, 2012). Even in very casual work environments, what you wear is a nonverbal communication about who you are. If you don’t dress for the next promotion, chances are you won’t be considered for it. Be aware of the company policy and dress code, and if in doubt, dress more conservatively.

Written Communication

Although verbal and nonverbal communications usually take place in real time, written communication has a longer consideration period. The sender must encode the message in words to be communicated on paper or a screen (Carey, 2000).Business reports, proposals, memos, e-mails, text messages, Web sites, blogs, wikis, and more are all examples of written communication. Each of them is created over a period of time and can include collaboration from multiple people. Collaboration is especially important for communicating, planning, and creating documents so many people use tools such as wikis to share documents. Written communication is preferred to verbal communication when careful consideration is important or the information needs to be permanent, such as a company policy, sales presentation, or proposal. Written communication can also take place when verbal communication is not an option, like when you need to respond to an e-mail or text message at 1:00 a.m. Although verbal communication is faster and more natural than written communication, each has its pros and cons. Generally, written communication is better at conveying facts, while verbal communication is better at conveying feelings. Verbal communication has another significant drawback: consider the fact that humans listen much faster than they speak. For example, the average public speaker speaks at about 125 words per minute. Although this sounds natural, the average person can listen at 400 to 500 words per minute. That means that listeners’ minds have time and space to wander, which can affect the effectiveness of verbal communication (Lee & Hatesohl, 1993). (You may have noticed your mind wandering during a class lecture—even if you found the topic interesting.)

Written communication requires a good command of the English language, including the rules of grammar and spelling. If you think that business exists solely on quick instant messages and text messages, you might be surprised to learn that they are only a portion of the communication within a company and between the company’s vendors and other partners. Because the nature of written communication is such that it allows time for consideration and composition, the standards for writing are much higher than for a casual conversation. Customers and colleagues alike expect clear, concise written communications with proper grammar and spelling. Moreover, because written communication is long lasting—whether on paper or on the Internet—errors or misstatements exist for an irritatingly long time. So whether you are writing a proposal, a presentation, a report, a meeting recap, or a follow-up e-mail, it’s best to take the time to think about your communication and craft it so that it is effective. Consider using the following tips:

• Be short and sweet:  Shorter is always better when it comes to business correspondence. It’s best to include all pertinent facts with concise information. If you write your communication with the receiver in mind, it will be easier to make it shorter and more effective.
• Grammar, please:  Sentences should be structured correctly and use proper grammar, including a subject and a verb in each sentence. Upper and lower case letters with proper grammar provides a good first impression regardless if you are writing a memo, letter, blog or social media post (Scaros, 2016). If writing is not your strong suit, visit your campus student services office or learning center to provide information about upcoming writing clinics and access to other tools that can help improve your writing skills.
• Check spelling:  Use the spell-check tool on your computer. There is no excuse for a misspelled word. Text abbreviations are not acceptable in business correspondence.
• Read before you send:  Reread your document or electronic communication before it goes out. Is everything complete? Is it clear? Is it something you will be proud of days or weeks later? Take the extra time to review before you send. It is difficult to revise a communication as revisions cause confusion.
• Just the facts:  Stick to the facts to maximize the impact of your written communications; leave the emotional topics for verbal dialogue. For example, send an e-mail to confirm meeting time, date, and location; use a verbal communication for the content of the meeting to be discussed, such as a negotiation.

Figure 5.3: Company letter example

Figure 5.4 Memo example

Which Is Best?

Although verbal, nonverbal, and written communication all play a role in your communication with your customers, you might be wondering which one is best. It depends on your customer and on the situation. Some customers want to work day to day using all the latest technology tools, including text messaging, social networking, Web conferences, wikis, and more. Other customers prefer more traditional face-to- face meetings, phone calls, and some e-mail correspondence. Adapt to the method of communication that your customer prefers and not the other way around. In some situations, a face-to-face meeting is best— for instance, if you wish to discuss a complex issue, negotiate, or meet some additional members of the team. Sometimes, a face-to-face meeting isn’t feasible, so other verbal communication methods such as a videoconference, phone call, or conference call can be efficient and effective if used properly. Chances are you will use a combination of communication types with each customer tailored to their particular preferences and situation. Be guided by the fact that you want to keep your communication personal in meaning and professional in content. Think about it from the receiver’s point of view, and deliver bad news verbally whenever possible.

The Power of Selling Copyright © 2021 by Dr. Michelle Clement is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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What It Takes to Give a Great Presentation

• Carmine Gallo

Five tips to set yourself apart.

Never underestimate the power of great communication. It can help you land the job of your dreams, attract investors to back your idea, or elevate your stature within your organization. But while there are plenty of good speakers in the world, you can set yourself apart out by being the person who can deliver something great over and over. Here are a few tips for business professionals who want to move from being good speakers to great ones: be concise (the fewer words, the better); never use bullet points (photos and images paired together are more memorable); don’t underestimate the power of your voice (raise and lower it for emphasis); give your audience something extra (unexpected moments will grab their attention); rehearse (the best speakers are the best because they practice — a lot).

I was sitting across the table from a Silicon Valley CEO who had pioneered a technology that touches many of our lives — the flash memory that stores data on smartphones, digital cameras, and computers. He was a frequent guest on CNBC and had been delivering business presentations for at least 20 years before we met. And yet, the CEO wanted to sharpen his public speaking skills.

• Carmine Gallo is a Harvard University instructor, keynote speaker, and author of 10 books translated into 40 languages. Gallo is the author of The Bezos Blueprint: Communication Secrets of the World’s Greatest Salesman  (St. Martin’s Press).

Partner Center

11 Buying Signals To Look Out For (Verbal & Non Verbal)

Listening carefully to your customers and prospects helps you close more deals and achieve sales success.

But what are you listening for? You’ve got to be able to discriminate between the vital insights that will help you close the deal, and more general information of limited or secondary value.

The former category - those clues that let you know you’re dealing with someone who has purchase intent - are called buying signals.

By learning to identify customer buying signals (and knowing how to respond correctly to them), you can accelerate purchasing decisions, quickly closing the gap between your customer’s problem and the solution you provide.

With the help of some of the world’s leading sales experts, we’re going to show you the most common verbal and non-verbal buying signals you should look for. We’ll also leverage that expertise to provide you with the ideal response to these signals.

What is a buying signal?

A buying signal is any behavior that demonstrates that a prospect is actively considering purchasing from you. This behavior can take different forms - a buying signal can be verbal (a revealing statement or question), physical (body language) or circumstantial (the buyer takes action that signifies intent).

Buying signals can also be categorized as weak or strong. B2B sales legend Anthony Iannorino makes this distinction, arguing that weak signals provide a clue that there’s purchase intent, but require the salesperson to dig a little deeper. In contrast, strong signals provide ‘a high level of clarity about what your clients believe they want or need’.

A good salesperson will identify and respond to buying signals early in the sales process , significantly increasing deal velocity .

Most common sales buying signals

We’ve pulled together six of the most common buying signals to look for in your sales conversations . These are universal signals that can be observed during the sales process of almost any industry.

You may notice that ideal customers in your market are predisposed to giving off certain buying signals more often - this is really useful, as you can then add this information to your sales engagement and enablement programs , buyer persona profiles, and sales playbooks.

#1 Asking good questions

Sometimes, the best customers can be initially very demanding. If a discovery call leaves you feeling bruised, take comfort from sales trainer, Anthony Iannorino .

“That call went better than you think it did. Difficult, challenging, and intense questions are buying signals. They are not the signals of someone who is not interested in change. In fact, the opposite is true; the people who are not interested in changing don’t say much at all.”

Fortune 500 sales leader Mark Hunter concurs.

"A customer will show they are engaged by asking questions. The more engaged and the more motivated they are, the better the questions they will ask you."

Questions like ‘Why should we choose you instead of your competitor?’, or ‘Can you tell me reasons why customers end their contract with you?’ can be challenging if you’re unprepared - but they offer an opportunity to build trust through honest, transparent responses.

#2 Talking about budget

A willingness to openly discuss budget during discovery calls is a surefire indicator of purchase intent. But if your prospect seems vague, and unresponsive to budget-related conversation starters, it’s not necessarily a red flag - especially if your prospect is a decision maker with the power to reallocate budget. Jill Konrath, B2B sales strategist and author, explains.

“The ‘What's your budget?’ question only works for planned purchases. They still haven't decided if they're going to change from their status quo. They don't have money in the budget for new investments.“

How you deal with prospects who've already decided to change is fundamentally different from how you deal with those who could be tempted, but haven't yet committed to taking action.”

If you find yourself talking a prospect through an unplanned purchase situation, don’t be disheartened should they seem distracted, or end the call abruptly - this could indicate a need to assess their current budget distribution before further progress can be made.

#3 Willing to talk further

Systematically creating follow-up opportunities is a playbook essential. Each step in the sales process should contain a clear signpost to the next, and each call should end with a commitment to speak further. B2B buyers are busy people, and a willingness to proceed further in the sales process is a clear buying signal.

Business consultant and emotional intelligence coach Liz Wendling lays it out.

“When they agree to the next meeting, show up to that meeting, and keep their promises it is a clear signal that they are engaged and the process is important to them. Should they push off next meetings and tell you to call them but, you go into the “voicemail abyss,” it is the clearest sign of all that they are not that into you.”

#4 Reveals a genuine need

Not all of the buying signals listed here demand an immediate response - signs such as a willingness to talk further should be taken as a strong indication to continue implementing follow-up steps, as you would normally.

However, if your buyer reveals a genuine need (for which your product can provide a good solution) then you should immediately take the opportunity to communicate how you can meet their need. Keep asking the questions that will prompt them to define their problems in detail.

And as Mark Hunter says;

“Remember that the good insights are not going to come out right away. It probably won’t be until after your second or third question that really good information will unfold.”

#5 Happy to share key insights

Building trust and rapport is vital to the sales process, particularly for complex high-ticket B2B offers and buying processes . So open, transparent communication from a prospect offers a strong buying signal. As Liz Wendling says;

“When potential customers are willing to answer questions about their needs, wants, pains and struggles, they’re telling you that they have a problem and might need you to fix it. That is a really good sign they are interested in you.”

#6 Admits dissatisfaction with current suppliers

This is another buying signal which invites a specific response. If the prospect shares their frustration with their current provider or service, this is the perfect opportunity for a talented sales professional to explain how and why their specific product beats that of the current vendor.

This dissatisfaction can also manifest as a weak non-verbal buying signal - if, in the course of your discovery research (Thanks to strategic discovery questions ), your prospect’s online materials disclose a negative opinion on either their current vendor or the general offer of those working in your space.

It’s worth checking their social media, Google Business Profile, and blog posts to see if there are any clues you can investigate further.

A diagram showing the most common verbal buying signals

Most common non-verbal buying signals

Actions speak louder than words. To get all the information you need, it’s worth looking beyond what your prospect is saying and taking signals from what they’re doing .

#1 Body language

When meeting in person or on a video call, there’s a variety of ‘tells’ in your prospect’s body language that can indicate their feelings towards their current situation.

However, this isn’t always as simple as ‘big, happy smiles mean sales’. Often, when people are thoughtful, their ‘resting’ face can be misinterpreted as displeasure.

Keith Lubner, Chief Strategy Officer at Sales Gravy, offers an insightful breakdown of how six different aspects of non-verbal communication , including eye contact, tone of voice, and posture, can be evaluated.

The level of focus your potential buyer brings to a virtual meeting can also indicate the strength of their purchase intent. If they spend a lot of your meeting multitasking or checking their phone, this can indicate a lack of interest.

#2 Engagement with sales collateral

Some pundits would propose that any engagement with sales collateral and marketing materials constitutes a buying signal (whether it’s a social media comment, a follow-up response to a marketing campaign, a webinar attendance, or a white paper download). Anthony Iannarino disagrees.

”If you were to ask the people who download white papers whether they hoped to be immediately called by a salesperson, the percentage would be very, very low.”

However, while Iannorino argues, ‘you can’t trade these metrics for the real metrics like face-to-face sales calls’, it’s equally important not to discount an accumulation of evidence across touchpoints, particularly if it occurs across multiple channels (for example, social channels, combined with website case studies and downloadable content).

Using a sales collateral platform like Qwilr means you can track the user’s engagement via sales analytics , to get a better idea of what your prospect is looking for.

See where your buyer is engaging in your sales collateral – what they click, what they spend time on, and who has access to the proposal

#3 Speedy response times

A prospect who consistently responds to your calls and emails within a couple of hours sends a strong buying signal - this purchase is clearly near the top of their to-do list.

In an increasingly hectic world of professional communications, attention is in short supply, so don’t underestimate the purchase intent demonstrated by this kind of engagement. At the very least, respond in kind by answering their messages just as promptly.

#4 Evidence of research

While this buying signal may become evident during a sales conversation, we wouldn’t class it as a verbal signal. Evidence of research can be deduced from a range of verbal or non-verbal behaviors, including the questions asked, the sales collateral they engage with, or the sales team members they reach out to (contacting sales engineers directly, for example, or asking for their input on the proposal ).

It’s important to identify and acknowledge this research - as well as accelerating the sales cycle , the prospect is making your job easier by progressing more quickly through the buyer’s journey.

#5 Company buying signals

These fall into the category of weak signals, as defined by Iannoci, insofar as the sales professional needs to investigate further.

However, independent research into your prospect and their buying group can provide insights to help you craft the perfect proposal to address their pain points - even when they haven’t expressed them.

Sales Proposal Template

Close deals with our persuasive, well-structured Sales Proposal Template – start crafting a winning, impactful, and memorable sales presentation in minutes.

Staying abreast of developments such as new rounds of funding, leadership changes, or mergers can provide intent data and allow you to anticipate the likely needs of your prospective customer.

Tools such as UserGems or LinkedIn Sales Navigator are invaluable for this kind of research.

A diagram showing the most common non-verbal buying signals

How to react to strong buying signals

Even though strong buying signals provide a high degree of clarity about what your prospect needs from your solution, it’s only useful if you know how to respond and quickly solve your customer’s need.

“Strong signals are easy to identify, but you still have to understand what you are seeing and hearing in a way that is actionable for you and your client…when a signal is strong, recognize it, then ask questions that let you get to the heart of the matter— whether the signal comes in the form of a statement, a question, or a behavior.”

Here’s how top sales professionals react to strong verbal and non-verbal buying signals.

• Are they willing to talk further? Don’t give them too much, too quick.

“The more information there is to look at, the less like a person is to read anything. To be effective, think about what your prospect needs next. Just next. Don't think about everything they'll need to know eventually -- or everything that you want them to know about.” Jill Konrath

• They respond quickly to your communication? Again, don’t be tempted to overload your comms for the sake of a quicker sale.

“As a salesperson, you can ask for time, information, or action in a text message. Ask for the meeting, the qualifying information you want, or an action from your recipient. Do not ask for all three or for multiple things in one exchange.” Jeb Blount

• Talking about budget? It’s great if they offer information unprompted - but be careful how you probe, and don’t be discouraged if they can’t give you a figure.

“I’d not tell you to directly ask them that, but I am saying that you have to be willing to probe quickly. This is why I like to ask, “How have you made decisions like this before?” With that question, I am looking for them to bring up how cost is a key part of their decision-making process.” Mark Hunter

“There is always untagged budget. You just have to find the person who has access and sell to them.” Trish Bertuzzi

• Talking about your competitors? Encourage them to talk more about the problems with their current provider (you can do this whether they’ve raised it or not).

A great way to differentiate yourself from your competitors is to avoid comparing yourself feature-by-feature - instead, ask about your prospect’s selection criteria. What do they value in a potential provider? Anticipate their answers, and if possible, provide additional criteria that they may not have considered. This will demonstrate your expertise, and provide value to the prospect.

‘It's a different story if I say, "I see that your company's sales have been stagnant the past few months. I have some ideas on how to increase new client acquisition." With that opening line, I will never be told, "We're already working with xyz company."’ Jill Konrath

Use buyer analytics to shape your sales strategy

Uncover how buyers are engaging with your sales assets at crucial stages of the deal

Read the signals and use all the data at your disposal

With the advent of sophisticated sales engagement tools, smart sales teams are integrating the relationship insights of their sales reps with data-driven approaches that allow you to build a comprehensive picture of your customers and their needs in your CRM.

Buying signals provide a map to how our customers communicate their needs, which we can combine with sales analytics features in tools like Qwilr to explore what else our customers see in us.

Curious about how this works? Book a free demo today to experience Qwilr in action.

About the author

Dan Lever | Brand Consultant and Copywriter

Dan Lever is an experienced brand consultant and copywriter. He brings over 7 years experience in marketing and sales development, across a range of industries including B2B SaaS, third sector and higher education.

What are the signs of weak buying intent?

Weak signals are statements, questions, or behaviors that don’t tell you much about what’s important to your contacts or which areas they’re struggling in. For instance, your client might say something like “We’re interested in learning about what other companies like ours are doing” or “We’ve just been a little disappointed in their results." But you also need to understand what’s motivating the weak signal, such as a lack of trust, not wanting to make a problem “real” enough to require action, fear of appearing ignorant, or not wanting to suggest or admit a mistake.”

• Anthony Iannoci

What are some examples of buying signals over the phone?

Verbal buying signals that signify purchasing intent can include;

• Asking good questions about the product
• Revealing information about budget or other key insights
• Expressing frustration with current solutions or suppliers

How do you know when a customer is ready to buy?

Even before a customer has announced their intention to buy, a talented salesperson can interpret their intention by reading verbal and non-verbal buying signals. These can include positive body language, evidence they’ve researched your products or services, or a willingness to take part in further sales calls and conversations.

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Presentations to Inform

Creating an informative presentation, learning objectives.

By the end of this section, you will be able to:

• Discuss the parts of an informational presentation.
• Understand the five parts of any presentation.

An informational presentation is common request in business and industry. It’s the verbal and visual equivalent of a written report. Information sharing is part of any business or organization. Informative presentations serve to present specific information for specific audiences for specific goals or functions. The type of presentation is often identified by its primary purpose or function. Informative presentations are often analytical or involve the rational analysis of information. Sometimes they simply “report the facts” with no analysis at all, but still need to communicate the information in a clear and concise format. While a presentation may have conclusions, propositions, or even a call to action, the demonstration of the analysis is the primary function.

A sales report presentation, for example, is not designed to make a sale. It is, however, supposed to report sales to date and may forecast future sales based on previous trends.

An informative presentation does not have to be a formal event, though it can be. It can be generic and nonspecific to the audience or listener, but the more you know about your audience, the better. When you tailor your message to that audience, you zero in on your target and increase your effectiveness. The emphasis is on clear and concise communication, but it may address several key questions:

• Topic: Product or Service?
• Who are you?
• Who is the target market?
• What is the revenue model?
• What are the specifications?
• How was the information gathered?
• How does the unit work?
• How does current information compare to previous information?

Table 13.2 “Presentation Components and Their Functions” lists the five main parts or components of any presentation. McLean, S. (2003). The basics of speech communication . Boston: Allyn & Bacon.

Table 13.2 Presentation Components and Their Functions

You will need to address the questions to establish relevance and meet the audience’s needs. The five parts of any speech will serve to help you get organized.

Sample Speech Guidelines

Imagine that you have been assigned to give an informative presentation lasting five to seven minutes. Follow the guidelines in Table 13.3 “Sample Speech Guidelines” and apply them to your presentation.

Table 13.3 Sample Speech Guidelines

KEY TAKEAWAY

• Write a brief summary of a class or presentation you personally observed recently; include what you learned. Compare with classmates.
• Search online for an informative speech or presentation that applies to business or industry. Indicate one part or aspect of the presentation that you thought was effective and one you would improve. Provide the link to the presentation in your post or assignment.
• Pick a product or service and come up with a list of five points that you could address in a two-minute informative speech. Place them in rank order and indicate why.
• With the points discussed in this chapter in mind, observe someone presenting a speech. What elements of their speech could you use in your speech? What elements would you not want to use? Why? Compare with a classmate.
• Communication For Business Success. Authored by : anonymous. Located at : http://2012books.lardbucket.org/books/communication-for-business-success/ . License : CC BY-NC-SA: Attribution-NonCommercial-ShareAlike

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