Everybody knows that the internet meme name is “Death by PowerPoint”. Presentations are essential for closing any business deal, and if they’re badly created and executed, they can ruin your chances with your prospects. Long gone are the days when a PP presentation and an overtly pushy sales pitch lead to a handshake and a signature. Now you’ve got to try much harder if you want to woo your prospects and make them want to do business with you. Here are some tips for killer presentations.
Less is More
Salespeople usually think that part of their preparation for a presentation includes making tons of information-packed slides. This is a big no-no, as it’s the fastest method of lulling your prospect to an open-eyed nap. We’re talking about businesspeople here, with hectic schedules and you’re wasting their time going on and on about your company’s mission and vision, product features, overviews, or awards. Your prospects aren’t interested in that at all. All they care about is their issues and challenges, and that’s what you should be focused on, too.
Instead of talking about (currently) irrelevant things such as how many employees your company has, or how you plan on achieving your 5-year goal, you should start with the frustrations and problems that your prospect is facing at the moment, and provide them with solutions. Forget about all the features and benefits of your product or service, as that’s not what’s in the spotlight right now and it will sound like a classic case of overselling.
If you’re delivering your presentation live, it’s important to stick to one rule: avoid clutter. You don’t need everything you say written down. It’s boring and suffocating. Instead of that, fill your presentation with powerful imagery that will illustrate your words. Apart from photos and slides, make sure to include a video as it’s a must for any kind of content you’re creating. For example, 4X as many consumers would rather watch a video about a product than read about it (Source: eMarketer). This stat is self-explanatory, and you can be sure that your prospects share the same opinion. When it comes to presentations that will be emailed, then you’ll need to create compelling standalone content that will be able to “tell the story” on its own.
After you’ve captured your prospects’ interest by addressing their problems and offering them solutions, it’s time to show them how that worked for some other companies. This is a very important step, as presenting case studies of your previous clients makes you credible. It’s also essential for building trust and engaging your potential clients in a discussion. You can use a case study to ask them whether they have had a similar situation and how they handled it. You can come up with a few questions that will give you valuable insight into your prospect’s opinions and points of view, which might be useful for your future sales strategy.
Whenever you notice that your prospect wants to say or ask something, or if their expression changes, encourage them to discuss it with you. That’s an excellent way to get spontaneous feedback and explore everything that concerns your potential customer. Make sure to acknowledge the interruption, as whatever your prospect has to say is more important than keeping up with the speech that you’ve prepared. This interactivity will provide you with valuable information, and give you a chance to explain any confusing points or dispel any doubts that your prospect harbors.
In order to create engaging high-quality content, it’s crucial to use engagement analytics. Online presentations offer you this possibility, as you can see how much time prospects spend on each page, whether they browse all the pages till the last one or drop out, or what they skip. After you analyze everything, you can use the obtained information as guidelines for structuring your next presentation. Some stats say that the average length of the email presentation is 11 pages. However, only the first 5 pages capture the prospects’ attention. This is to a certain extent similar to that famous David Ogilvy’s saying that the headline is 80% of your message. This means that you should place everything that you think is important at the beginning of the text. Online presentations can be tricky because you don’t see your prospects and you have no idea whether they’re texting or checking their email. That’s why you need to make sure that your presentation is well-crafted and that it can hold their attention.
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