10 sales presentation tips for success (plus importance)

By Indeed Editorial Team

Published 12 July 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

A sales presentation is a meeting in which an organisation's salespeople present their company to potential clients. Sales presentations allow salespeople to sell new or existing products or services. They're important because they allow salespeople to interact directly with the clients they're trying to convince, giving them the opportunity to build a rapport with their audience and increase their chances of closing the deal. In this article, we look at what a sales presentation is and offer ten sales presentation tips, with a brief discussion of why improving your sales presentation skills is important.

What is a sales presentation?

A sales presentation is a brief, direct pitch to a potential customer. They're typically made via video conferencing platforms, phone calls or in-person. A good sales presentation helps sales professionals convince their customers of the value of their product or service so they can then persuade them to buy it. Sales presentations help professionals close more deals. This means that if they want to build up their business, they make effective sales presentations that hook customers' attention and draw them in.

Related: 9 leading sales training programmes (and how to choose one)

10 sales presentation tips

Here's a list of ten sales presentation tips:

1. Be clear and concise

Be clear and concise when giving a sales presentation, as this helps you get your point across more effectively. Concise writing is important because it saves time for the reader and the writer. This retains the reader's interest and maximises the potential of getting your point across to your target audience. This improves the likelihood of your pitch succeeding.

Related: How to pitch a business idea (with definitions and tips)

2. Use facts and data to back up claims made in the presentation

When you're giving a sales presentation, use facts, statistics and data to back up any claims made. Sales presentations are usually the first time a customer hears of the organisation and its products or services. This means that you only have a few minutes to make an impression on them.

Backing up claims with facts and figures gives customers more confidence in your product. For example, if you're trying to sell a new type of lamp, you might want to talk about how it uses less power than other lamps on the market. If you don't back this claim up with facts and figures, it may come across as opinion-based.

3. Make it personal

Making a sales presentation personal helps customers feel as though the organisation cares about them and their needs. This is important when trying to sell customers something they need but don't necessarily want. For example, if you're selling software to a small business owner, they might be using software like yours already, but it's not working for them, so they're not excited about getting a new product. By making the presentation personal to them and demonstrating how your product exceeds their needs, you increase the likelihood of making a successful sale.

4. Be authentic and trustworthy

Being authentic and trustworthy is important for a sales presentation for two reasons. Firstly, it helps you build trust with your audience. If you're not authentic and trustworthy in your presentation, the audience may get the impression that you're trying to manipulate them or make them feel a certain way without actually meaning it. Secondly, being authentic and trustworthy lets you build a rapport with your audience, which positively impacts future pitches.

5. Speak the listener's language

When you're trying to sell something, speak the listener's language. This means that instead of using complex jargon, you use words and phrases that are familiar to them and make sense in their context. If you're selling a product to someone who's not familiar with your industry, for example, try to relate the terms in your pitch to other products or services they already know. This helps the listener understand what you're talking about, which improves their comprehension of your message. This makes it more likely that the customer is going to buy your product.

6. Ask questions

Asking questions improves a sales presentation as it allows you to get feedback from your audience. This increases your understanding of how well your message resonates with customers. It also lets you see what parts of your presentation are working well and which need improvement. When asking questions during your presentation, look for answers that indicate confusion or disagreement. If there are any problems with the content of your speech, try to address them immediately, so they don't distract from the rest of the presentation.

7. Ask for feedback on your pitch before presenting it

The most important part of a sales presentation is the pitch. The pitch is a salesperson's chance to make their case for why the customer benefits from purchasing their product or service. It's also the salesperson's opportunity to show off their knowledge, expertise and skill.

While a good pitch might be compelling and persuasive, it may also be off-putting if done poorly. That's why it's worth asking for feedback on your pitch before presenting it. This helps you gauge whether what you're saying is resonating with your audience. Feedback also helps you identify any problems with your pitch so that you can modify it accordingly before presenting it to clients.

8. Make use of visual aids

When giving a sales presentation, use visual aids to help you convey your message more effectively. Visual aids also help you organise and prioritise your ideas, making them easier for audiences to understand. Visual aids often help an audience focus on the more important parts of a sales presentation, which helps them remember key pieces of information better than if they'd heard it verbally. In some cases, visual aids stick in a customer's mind and help make a sale after the presentation ends.

Related: Online presentation tips: how to better engage audiences

9. Make sure you have all necessary materials available in advance

When you're giving a sales presentation, make sure you have all the necessary materials available in advance. This ensures that you're properly equipped, improving the efficiency and efficacy of your presentation. This helps you connect with your audience, in turn improving the likelihood of the advertised product or service appealing to them. All of this helps to create opportunities to close in on a deal. Being properly prepared also lets you feel calm as you approach the pitch, which means you can confidently make the pitch. This is another trustworthy trait consumers like to see in organisations.

Related: Tips for preparing a presentation for an interview

10. Be sure that anything technical works properly before beginning

If you're using any technology, such as a projector, screen or microphone, to present your sales pitch, make sure everything works properly before starting. Not only does this help you avoid any unwanted technological problems, but it also demonstrates to the audience that you're well prepared for the pitch. Organisations that demonstrate great preparation are more desirable to potential customers, as it indicates that they can trust the company with their time and money. This increases your chance to sell the deliverable and make the pitch a success.

Related: 16 useful PowerPoint presentation tips and tricks for work

Why is it important to improve a sales presentation?

A sales presentation is a vital part of the sales process. It's the point at which an organisation's sales team has the opportunity to impress potential clients with their knowledge, expertise and business acumen. Experienced salespeople know that it's important for them to be able to make the most of this opportunity, but many times they feel like they don't have much room for improvement. Even experienced professionals can use some help when it comes to making their presentations as effective and as engaging as possible.

Experts improve their presentations by learning about the different ways in which customers respond to different types of pitches and presentations. This knowledge helps them find new ways of presenting their products or services, so they continue to appeal to potential clients' needs and wants. Apart from taking on the aforementioned tips, salespeople looking to improve their presentations can do so by reading new sales literature or observing their competitor's techniques for anything they may take and build upon.

Please note that none of the companies, institutions or organisations mentioned in this article are affiliated with Indeed.

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