Today, Rick and Andy sit down together and have a conversation about what makes a good sales presentation and the right and wrong ways to use them to close sales.
Andy: I want to talk about creating a great sales presentation. A situation I always see is the “death by presentation” situation, and in sales it really can kill a deal.
Rick: For sure. It’s almost paralysis by too much information. Trying to cram everything in your business, no matter what scenario, to make sure you can address everything your client is going through, that is a little overwhelming. Its really better to go through the steps, qualify your clients first, and identify the 3 most important points to really hammer home, thats going to be way more effective than trying to address every possible thing that could possibly come up in a sales meet. I mean, you know, you’ve been in tons of sales meetings, you’ve met with lots of clients, and even our clients, you know what happens.
Andy: I’ve seen these presentation in sales meetings where they come in with 50 slides, each slide has 300 words on it, and then my favorite is the flow chart that has 50 different elements – you can read it, and you can’t understand it. But what you need for a great sales presentation is simplicity. I think its a couple things – 1. having the right information – the things they really care about, and then simplifying it so that they’re paying attention to you. As a sales person, you shouldn’t be necessarily going into a meeting and throwing up information on them; it’s got to be a give and take process. And if you are actually going to give a presentation, something where you’re going to talk about you business, I think you keep it clean and simple. Even if you search “great presentations” you’ll notice that it’s a lot of images, bold texts, and very minimal. One piece of information that they can follow.
Rick: Exactly. Really letting the presentation not be the sales tool, but rather something supports the sales person. It’s not about putting all that information and then relying on this presentation to close the sale; you’re the sales person, you’re the one thats meeting with the client – let that presentation support what you’re trying to do, not be the “Holy Grail” of what you’re trying to do. It doesn’t have to be the determining factor on whether that deal closes or not – let it support you.
Andy: I agree. And if you’re going to do a presentation on your own, and you’re not going to outsource it, one thing you need to do it walk through each slide and make sure that it’s absolutely necessary. Then take each slide and filter it down to the very minimal amount of information that you really want them to be impacted by, and break it down to the three points that matter most, then have a powerful image that helps get your point across.
Rick: For sure. I think what it ultimately comes down to is simplicity. Really understand what you’re trying to do when you’re going into these meeting, and putting together a presentation that supports exactly what you’re trying to get out of it. Like Andy said, you could put a slide in there with 300 words on it, their focus is not going to be on you – you brought in the presentation and thats what they’re going to focus on. So if you break it down to those 3 words, thats what they will focus on. So yeah, it’s all about simplicity, being focused in your information, and really just trying not to do too much.
Andy: And branding. It’s got to look great. At the end of the day, you’re using that to represent your business, and thats how they’re going to see your business. Good coloring, good images – don’t go grab something off Google that looks pixilated, you really have to do it right, because it truly is a representation of your company and your brand. So if your presentation is confusing, if your graphics are cheap and don’t look good, and you’ve got too much text, thats how they’re going to assume their experience with you is going to be. It’s going to confusing, its not going to be high quality, all these different things. Its amazing how quickly, even if you’ve done a really good job, you can lose a deal because you didn’t give a good impression with your presentation.