- How to Sell to Market Research Buyers, Part 2
- How to Sell to Market Research Buyers, Part 1
- 5½ [behind-the-scenes] Marketing & Sales Activities You Need To Do in December
- Got something to say?
- Running a small firm? Who holds you accountable?
- Marketing & Sales Success Begins with a Simple Step… Thinking!
- Your Sales Forecast Doesn’t Have to be a Guessing Game!
- Lead generation is a 3-step process.
- Measuring Sales… it’s Not just about Revenue
- 7 Selling Behaviors Seller-Doers Must Employ to be Successful.
- Can you really be “all things to all people?”
- 12 Marketing & Sales Activities you Gotta STOP this Year!
- How to maximize the impact of your marketing investment.
- Revenue Growth? Try the ‘5% Challenge’… it’s Brilliant!
- Should you ever walk away from revenue?
- Get Ready for 2017 with these 6 Marketing & Sales Activities
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 2
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 1
- 10 Guidelines for How to Be Successful at Sales
- Strategy Before Tactics!
- 6 Marketing & Sales Lessons Learned in our First 4 Years in Business
- The Sales Presentation: Stop Reading the PowerPoint Slides and Tell Your Story
- Content Marketing not working? Eh, don’t worry about it!
- Marketing Measurement: 3 New Methods You Have to Try in 2016
- The One Thing You Must Include in Your 2016 Marketing & Sales Plan
- Not using LinkedIn? Are you kidding me?!
- Is it OK to fire a client?
- Take Charge of Your Own Success… Stop Relying on Others!
- Getting first-time clients to take a chance on you.
- 9 Ways to Build your Business During the Summer Slowdown
- The Top 10 Ways to Build Awareness
- The 13 Most Common Website Mistakes
- The Most Important Part of Exhibiting
- Content marketing isn’t a one-time thing… it’s an all-the-time thing.
- THINKING! A framework for creating better business plans in 2015.
- Not happy with your marketing & sales? Then make just one change in 2015!
- For Beginners: Should I Tweet Daily? Yes… and here’s how.
- Got your Marketing Plan for 2015? No?! Now’s a good time to start…
- How to Connect with Booth Visitors – An Exhibitor’s Worksheet
- Not getting the email results you want? Make sure you’re following these 7 email marketing guidelines.
- 10 Ways to Get Clients to Sell FOR You (and they won’t cost a dime!)
- Do you know where you’re going? Why Strategy should drive your marketing & sales.
- 11 execution tips to help you exceed client expectations
- How to Turn First-time Clients into Repeat Clients
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 2
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 1
- 13 Lessons for Researchers Who Don’t Want (or Like) to Sell
- Social media marketing success in 30 minutes a day
- Get it right! You can’t manage what you don’t measure.
- It’s not that complicated! A common sense approach to the marketing & sales process.
- How MR firms are blowing it with new customers: Lessons learned while secret shopping
- Management or sales… you can’t serve two masters.
- Prove it! Nine ways to convince prospects to work with you for the first time.
- Five everyday ways to grow your business
- How that ‘one great client’ could doom your firm
- Six marketing and sales mistakes MR firms make every day
- Eight proven ways to build awareness – and why you should!
- Suspects, Prospects and Clients: Is your firm focused on the right target?
- A Checklist for Conducting Your Own Marketing & Sales Audit
- Learning to play the game: What football can teach us about marketing
- Differentiating your firm in a crowded marketplace
- 25 low- or no-cost ways to grow your business
- 15 Reasons E-mail Still Matters in Sales and Marketing
- Come prepared, dress the part and follow up: 10 dos for exhibiting at MR trade shows
- No rookies, no gum and no Frisbees: 10 don’ts for exhibiting at MR trade shows
- How to see yourself as clients see you
- Marketing 101: It takes Work to make it Work
- Use the 8 Ps of Marketing when Setting Strategy
- Integrate the 4 As of Marketing into Your Planning
- Size Does Matter: 4 Approaches to Growing Your Business
- The 12 Guiding Principles of Marketing (part 2)
- The 12 Guiding Principles of Marketing (part 1)
The Sales Presentation: Stop Reading the PowerPoint Slides and Tell Your Story
5 Proven Tips to Improve your Sales Presentation Process
I get it. Not everyone – particularly in our industry – likes to stand in front of a group and deliver a sales presentation. It’s so much more comfortable to not look into the eyes of the audience, turn away from them and read the PowerPoint slides up on the screen. But that’s not very engaging.
And to exacerbate the situation… often the slides themselves are horrible. 6-7-8 (or more) bullet points on a slide, each with a long, complete sentence. And because you don’t want to miss any of that detail, while your back is turned (see paragraph 1 above), you just read the slides… one long sentence… after another… after another. Not very compelling, huh?
But wait… there’s more! The first several slides are all about your firm – you’re great history… the 17 different methodologies you’re great at… the 10 different industries you’re great at serving… and the bios of the top executives at your firm and how great they are. Pretty great, right?
OK, so how would you feel if you were listening in on that presentation feel? What kind of perception would you form about that presenter and his/her firm?
Like I said… I get it. We’re not all born presenters. What’s the stat… people’s fear of public speaking is higher than their fear of death? [No kidding… Google it.]
But we all have to do it at some point. So here are 5 guidelines to help you develop and deliver a compelling sales presentation that allows you to tell your story:
Edit The Content
Edit each slide down to just a few words. The words are not there for you to read them verbatim. They are there to guide the audience and to be a trigger for you on what topics to cover in your story.
For example, rather than read a slide detailing the 7 different qualitative methodologies you employ, simply write the words, “Qual Experts” on the slide… then talk about your methodologies, ask the sales prospect about their experience with qual research and tell a story about how your firm used qual to solve a particularly unique problem.
If all you want to do is read the slides, then just email the deck to the sales prospect – they can read it on their own.
There ought to be imagery on every page. And if you follow the tip above, there will be plenty of room for big ones, too. Your audience will connect more with images than with words. Good imagery can help reinforce your message and increase “stickiness.”
Rule of thumb: Photos are better than graphic images. Photos of people are better than photos of things. Photos of people doing something are best of all. Also, it’s easy to pick out most stock photos, so strive for some authenticity and take your own photos where appropriate.
While some people look at bullet points as the bane of presentations, there are times when they are necessary. When that’s the case, follow the “4×4 Rule.”
- No more than 4 bullet points per slide
- No more than 4 words per bullet
Again, these are not meant to be read out loud… simply use them as a guide to help tell your story.
WIIFM – What’s In It For Me?
DO NOT start your presentation with several slides about your firm. Condense the ‘About Us’ section to one slide and move it to the end. The attendees know what you do – if they didn’t, you wouldn’t be at the table – and besides, they’ve already been to your website.
Jump right in to the presentation talking about problems in the industry – the same kind of problems that this prospect has* – and how you helped to solve them.
- For example, if you’re talking with a CPG company… talk to them about the challenges of developing new products, then show them how you’ve helped other similar companies tackle that issue.
- An automobile company? Explore market segmentation with them.
- An ad agency? Share with them how you’ve helped others create results-generating print ad campaigns.
Here’s the bottom line… the people in attendance don’t care about what you can do – they care about what you can do for them! So, talk about what you do – but do it through the lens of what’s important to them.
* By the way, if you don’t know what problems/challenges your prospect faces, then you’ve done a really lousy job of preparing for the presentation.
Final Tip & Tricks
- Rehearse like crazy. Do it in front of a mirror until you can deliver the presentation almost without looking at the slides. Then present it to your office mates to get some third-party feedback.
- Swap business cards with everyone in attendance. Then, when you get back to the office, enter them all into your database and drop a brief ‘thank you’ note to each of them. Maybe even invite certain ones to connect on LinkedIn.
- What are next steps? Don’t leave the presentation without having established the next step(s) in the process. Maybe it’s a follow-up call in a week with your primary contact. Or sending them a relevant case study. Whatever it is, don’t leave the process just “hanging.”
- Follow-up, follow-up, follow-up. Ok, the presentation was three days ago… you sent a ‘thank you’ note but haven’t heard back yet. And a week after that… same thing. Both you and the sales prospect committed a lot of time and effort to your presentation… YOU must be proactive in following through. DO NOT rely on them to take the lead. And don’t give up if you don’t hear back after one email. BE PERSISTENT… professional, but persistent.
And not every follow-up contact should be a “So, are you gonna engage us?” selling contact. Mix it up a little. Send them a white paper you wrote or a link to a relevant article. You need to stay top-of-mind without pestering them.
Nothing in our industry happens fast… so be patient but stay in touch. Note: this also goes for you managers who are impatient with your sales reps.
The bottom line: The sales presentation is a critical part of the buying & selling process. A compelling and engaging sales presentation is within everyone’s grasp… but it takes some work. Follow these 5 guidelines to help you develop a sales presentation process that allows you to tell your story… and you’ll be on your way to receiving more bid requests and generating more revenue for your firm.