How to Prepare for a Successful Sales Presentation

Christopher Witt —  April 11, 2015

People who aren’t even in sales — project┬ámanagers, engineers, analysts, programmers,┬áconstruction workers, designers, architects — make sales presentations all the time.

They may not be the lead presenter. They’re often part of a presentation team.

And the presentation may not be called a sales presentation. It may be called an interview, or an oral proposal, or a pitch.

To prepare yourself or your team for a successful sales presentation (whatever it’s called), begin by answering three sets of questions:

  1. What does the customer/client want?
    Why do they want it?
    How acutely do they want it?
    How will you help them achieve or obtain what they want?
  2. What does the customer/client NOT want?
    Why do they not want it?
    How badly do they not want it?
    How will you help them avoid or minimize what they don’t want?
  3. How is your solution (your product or service) different from / better than the competition?
    What is the difference?
    How does the difference benefit the customer/client?
    What evidence proves both the difference and the benefit?

There are, of course, other questions to ask (and answer) when preparing for a sales presentation. (See How to Plan an Oral Proposal.)

But these three questions get at the heart of any successful sales pitch: knowing what prospects want and don’t want, how you will help them, and why you’re better than the alternatives.

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Christopher Witt

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Chris Witt was born in Los Angeles, California. He currently lives in San Diego. He works as a speech and presentations consultant, an executive speech coach, and an orals coach.