What Makes a Presentation?
You might think of a sales presentation as those formal, visual presentations that you give in front of a room full of members of the staff of the company you are hoping to land as a new customer. Just you and a PowerPoint and a laser pointer, facing the room and hoping to land the sale. While it’s true that these are sales presentations, in the simplest terms, a sales presentation occurs anytime that you interact with a potential or existing customer. You are continually representing yourself, your product, and your organization when you call, write to, or speak to your customers. Learning to do so well will help you make effective, successful sales presentations.
Understanding the Sales Process
The first area we’ll look at in this ebook is the general sales process and how sales presentations fit into that process. You’ll see that significant effort is required before the sales presentation in order to help your presentation be successful, no matter what format it is made in. You’ll need to research your target organizations and prospects, identify what their challenges are, then determine how your products or services can answer those challenges or deal with those problems. You must have all of this information before you can reach the sales presentation step.
Skills that Effective Sales Presentations Require
Whether you will be making a sales presentation in writing, by telephone, or in person, there are certain skills that you will need for effective sales presentations. These include different aspects of communication, research, organization, and other related skills. The good news is that all of these skills can be learned with effort and practice. Once you learn them, you will find that they will also help you in other areas of your sales activities as well as in your life.
Written Sales Presentations
In many cases, the first impression you and your organization will make on a potential customer will be in writing. This will be the first step in a sales presentation process. It’s the first time you are promoting your product or service to the customer.
Of course, the customer might first receive a piece of marketing or advertising that another division of the organization has created. But when you write a letter or email to a potential customer, you are in control of the impression that you leave with the prospect. In this section we’ll look at the important aspects of a sales letter, a sales presentation technique that is inexpensive and can be very effective when targeted correctly.
Telephone Sales Presentation TechniquesIf you work with clients across the nation or if you work with a very large client base, chances are that you will be making many of your sales presentations via telephone. Since telephone sales presentations limit you in the ways you can communicate with a prospect, it is very important that what you do communicate to them is well organized, very well targeted, and explicit in how your product or service will help the prospect and his or her organization.
Face-to-Face Sales PresentationsWhen you think of sales presentations, you probably think of the face-to-face presentation. Ideally, we would all have the time and resources needed to do a face-to-face presentation for every potential customer since it allows us to use all of the means of communication available to us. When you do get the chance to make a face-to-face sales presentation, there are several tips that you can use to help ensure that your presentation is as effective as possible.
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