A presentation is an integral part of the sales process. When done well, a sales presentation can help build a connection with potential customers, distinguish your business from competitors, enhance the reputation of the company, and influence opinion about your product/service. It also sets the tone for the conversations that follow. The following tips will help you improve the effectiveness of your sales presentations and move you closer to the sale.

Align Your Presentation With Your Prospect’s Needs

Before you present, make sure you fully understand your prospect’s situation. The goal of your presentation is to create alignment between you and the prospect. Align all the bells and whistles of your product/service with their needs and challenges. As you present, listen for their response and focus on what is most relevant and important to them.

Establish Expectations Prior to Your Presentation

Manager with sales team meeting in office.jpegBegin your presentation with dialogue that will place your prospect at ease. To properly set expectations, you must:

  1. Express your enthusiasm through tonality.
  2. Be clear about the amount of time you require for your presentation.
  3. State, with confidence, your purpose for the presentation.
  4. Seek commitment for a possible outcome of your presentation: 
    • A closed sale –signed agreement.
    • A closed file –no for now.
    • Clear future –day, date and time for an alignment meeting.

When you begin your presentation by setting expectations, you will gain commitment from your prospect, and at the same time, take control of what happens next.

Be Aware of Your Body Language

Body language is an essential part of emotional intelligence and it says a lot about your character. Posture and gestures along with facial expressions and eye contact will shape the way others view you. It’s often said that our body language changes our minds, our minds change our behavior and our behavior changes the outcome. Posture conveys a lot about your level of confidence. When you feel confident, you open up, stand tall and sit up straight. Likewise, when you feel unsure or nervous, you shrink down or close up. When presenting, be aware of your body language and keep it positive. Your body language will either reinforce or distract your message.

Allow Interruptions

While presenting, be sure to focus your attention to the most important person in the meeting – your prospect. There are many ways that your prospect will express a desire to ask a question or make comments during the course of your presentation. It could be in the form of a gesture or facial expression. When this happens, pause and let them interrupt you. What your prospect wants to say is always more important than what you want to say.

Be Brief

Be knowledgeable and enthusiastic about your product/service without delivering a speech or conducting a lecture. Rambling on will bore your audience. If your prospect starts to look at his watch repeatedly, you know you are losing him. Once you’ve lost his attention, it’s hard to get it back. Keep your presentation as brief and on point as possible.

Delivering an effective sales presentation is one of the most critical steps in your sales process. Ensure your best chance at success by taking the time to review your strategy and adjust when necessary.


Jeff Ruby

Jeff Ruby

Founder of RedRock Leadership

During the course of his professional career, he has worked in organizations ranging in size from a sole practitioner to Fortune 500. Included in his experience are roles in starting and selling companies, sales and sales management, training and development and executive coaching.

RedRock Leadership is a sales training and leadership development company committed to growing companies by growing individuals through on-going training infused with the competencies of emotional intelligence.