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Posted by Matt Osborn - 28 June, 2019

5 Best Practices for Your Sales Presentation

If you’re a savvy businessman, you know how important it is to have an amazing B2B sales deck ready to access either on your desktop or on your laptop whenever you need to make that sales call.

This is because you’ll never know when the next big opportunity to present will come and selling your product is always a chance to grow your business. 

Whether you’re trying to win a new client or securing a new investment, it’s important to create a sales presentation that can engage and convince your audience in just a short period.

However, even if you are not a born public speaker, you can still utilize sales presentation techniques tailored to ensure that you’re delivering your company’s critical messages effectively.

Here are the five critical elements that your sales presentation needs to have.


1. A Compelling Story about Your Unique Value Proposition

One of the most important things your clients need to know is “What’s in it for them?” 

Your product must have a strong unique value proposition or UVP as this will be the primary reason why clients should buy from you.

Always start your sales pitch by presenting what problem your product is trying to solve and how it can add value to your client.

You must be able to hook them and make them instantly recognize why they need to keep them engaged throughout the presentation. 

 Best Practices for Sales are telling a storySource

However, avoid presenting this by just reciting facts and figures, instead, tell a compelling story. 

Numerous studies have shown that if you want your audience to remember your message, then tell them a story because the brain is more engaged in storytelling than listening to a list of facts. 

Convey a powerful story about your journey in coming up with your product, and how it is different and better than the competition. 

Your story should be captivating and interesting but avoid getting lost in unnecessary fluff. In telling your story, your key message must always remain clear and easy to understand.


2. Well-Researched 

Some of the best sales presentations fail because of poor research. 

Sales presentation background best practicesEven if you know your own product at heart and have mastered the most fascinating story to tell, if you lack the necessary research to back up your pitch then you’re doomed to fail.

Research involves learning everything you can about your potential clients and their needs, your competitors, as well as the latest industry trends.

 Take time to learn about what your clients are buying instead of your product and why. Check out what your competition is doing to ensure that your product offering is actually competitive.

For example, you cannot pitch to a client saying that you have the most advanced product in the market and the most affordable, when in fact the client was already presented with a newer model or a cheaper one the month before.

Having all these pieces of knowledge beforehand will show that you’re on top of your game and will avoid awkward situations wherein the clients know more than you about your industry.


3. Visually Enticing

Another important aspect of any sales presentation is having visual appeal.

According to research, human beings process visuals 60,000 faster than text, and only remember 1/5 of what they hear.

This means using attractive visuals to support your messages is more important than overloading slides with text or rambling on for hours.

Use photos and videos to communicate with your audience to get a more effective response. Just make sure that your use of visuals is still smartly done and not chaotic so it’s not taking away from the message.


You can also hire a graphic designer to create professional looking designs as this is also a reflection of your brand.

To support your visually rich presentation, it’s a great idea to print out copies to bring to the meeting. You can supplement these printed copies with more detailed information that you did not include in your slides.

This way, your client can review these and take notes in case they have any questions during your pitch.

The handouts should also be printed professionally, clearly and should be visually as appealing as the slides you’ve presented.

It’s quite common for a lot of sales people to come into million-dollar sales meetings handing out terribly printed black and white sheets because their colored office printers ran out of ink in the middle of printing. 

Don’t let your beautiful graphics go to waste by making sure you have all your materials printed in advance or better yet, make use of managed print services to completely avoid this issue.

Managed print services can detect when ink is running low, and make sure new cartridges are ordered in time.


4. Concrete and Concise

Billionaire entrepreneur and Virgin Group founder Richard Branson recommends that a sales presentation must be concrete. It should avoid “wishy—washy” language such as “It is hoped…” or “With some luck…”

When you’re presenting, you should be specific, concrete and confident. You have to make your audience trust you that you know what you’re talking about.

You should also avoid unnecessary details and only say what you must. When you’re enthusiastic about an idea, it is not unusual to keep repeating the same messages all the time or rambling on about stuff that does not really relate to your pitch.

Sales LanguageSource

Throughout the presentation, only highlight the benefits and advantages of your product that are relevant to that particular client.

If your product has numerous features, customize your presentation by choosing the top three benefits that can specifically address their needs. Making your sales presentation brief allows you more time in the end to negotiate and close the sale.


5. Clear Call to Action

The most important part of the sales process is closing it.

But no matter how great your presentation is, if you fail to make the sale, all the effort goes down the drain.

Don’t leave your audience hanging.

Clearly underline what you want them to do next and what you require from them.

Create a sense of urgency by using proven sales techniques such as giving them a limited time offer to avail of your product.

B2B sales presentation best practicesSource

If they tell you that they would need to think about it, ask them what their reservations are and try to address them immediately.

Whether it’s a matter of price, features or because of your competition, don’t leave the table without knowing why they are still having second thoughts.


The Perfect Pitch

In business, a sales presentation can make or break the deal. It is also one of the most effective ways to set yourself apart from your competition.

While perfecting the sales pitch is not an easy endeavor, using these elements is a guaranteed way for you to drive better results. 

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Sales prentation Author-01About the author: Nathan Sharpe is the entrepreneur behind Biznas, a blog where he serves practical business advice and tips to readers. Learning and helping others learn is his passion.

Topics: B2B Sales, Sales & Marketing