Fix those top three sales presentation mistakes

WORKING IT

Most businesses have a big problem. Their sales staff. The presentations they prepare are, for the most part, not what they should be: motivating, memorable, PERSUASIVE.

Having sat through countless vendor presentations at conferences and reviewed heaps of sales presentations during the training I do, I thought I’d share fixes for the top three mistakes.

1. Them – not you. Look through your written marketing material and presentations. What is your I/You ratio?  How many I’s, we’s, us, our’s do you have vs the YOU of the client? 

It shouldn’t be what you have to offer, rather what their benefit is – having their problem solved.

For example, a sales rep selling ads for a magazine would talk about their circulation. A financial planner his experience and years in business. A mortgage broker all the banks the firm works with. The retail store about their selection or how long an appliance will last.

Turning this around to their prospects' perspective, they perk up.

The magazine rep would say the "eyes you get in front of", instead of "their circulation".  A financial planner: "you benefit from the experience and years in business". A mortgage broker on all the banks available to you. The retail store your selection, "if you buy this toaster, it is guaranteed to last at least 10 years for you".

Just a tweak of a word or two can make such a difference.

2. Presentations are not scripts. Sales presentations are normally laden with text, text, text. And more text. In essence, they become the scripts that the sales person follows, rather than a selling piece. 

The old PowerPoint rule of thumb was a maximum of seven words per line and seven lines max per slide.

However, in 2012-13 banish the use of bullets. I haven’t used them in the past years. To be frank – there shouldn’t be any bullet points, full stop.

Use pictures, graphics or insert short videos if applicable. That is the world we live in now and you’ll be more successful if you entertain as you sell.

3. Stories sell – pictures tell the story. Use stories to make your point. It will be much more memorable. Next week I’ll write about how to tell a good story.

Debbie Mayo-Smith is an international speaker, trainer and bestselling author who works with businesses that want more effective management and staff.