6 Battle-Tested Tips for a Better Sales Presentation

Does Your Sales Team Need to Deliver a Better Sales Presentation?
Whether your audience is small or large, sales management training experts know that the way to truly engage prospects for a better sales presentation is fairly simple — tell them a relevant and meaningful story that resonates with their unique situation. And whether you mean to simply build brand awareness or to persuade your audience to action, the most effective way to gain and keep their attention is the same — tell them a compelling story.

A Better Story Makes for a Better Sales Presentation
A story makes statistics, features, benefits, and solutions come alive. Stories have an emotional component that reaches the hearts of your buyers. Storytelling is a far more powerful communication tool than simply sharing data because it includes the human element.

For example, rather than cite the plain facts, the best reporters tell a story to capture and inform their readers. Remember the BP Gulf oil spill in 2010? The impact of the economic repercussions on people out of work reached the public most effectively through the story of how one shrimper and his family were affected.

Another example occurred back in the 40’s when cancer research was launched in earnest — the minute a young boy named Jimmy became the focus of the cause, money poured in. When listeners can identify overall statistics with the plight of a single individual, they are more likely to understand the broader tragedy. The best communicators understand this.

6 Battle-Tested Tips for a Better Sales Presentation
The best sales presenters have learned how to influence. They know the basics of good storytelling. Here, too, for you are the basics from sales presentation training on how to tell powerful stories to target clients:

1. Paint the Picture
   Create a compelling visual so your audience can imagine themselves in the midst of the scene.
   
2. Introduce Your “Hero”
   Every good story has a hero who overcomes challenges to attain the goal. Your “hero” can be an actual or fictional person, your organization, or your product. The only caveat? The audience needs to be able to identify with the hero.
   
3. Describe the Struggles Your Hero Must Face
   Buyers typically face pressures and complications packed with personal and professional implications. This is where you highlight your understanding of their struggles.
   
4. Use Details to Enliven the Story
   Flesh out the story with client case studies, research, humor, and dialogue. This is where you want to substantiate your value. And, whenever possible, involve your listeners interactively.
   
5. Highlight The Point of the Story with Repetition
   So your audience can easily grasp the reason the story matters, refer again and again to your central message and unique value proposition.
   
6. Make a Reasonable Call to Action
   Remember you are speaking with the intent to influence the audience. Make it clear as to what you hope they will do as a result of your presentation.

The Bottom Line
Powerful stories engage and persuade. Use them often and well to enhance your message and make it memorable for your target clients.

To learn more about how to make a better sales presentation, download 4 Key Elements to a Successful Team Sales Presentation