People who aren’t even in sales — project managers, engineers, analysts, programmers, construction 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:
- 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?
- 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?
- 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.