How To Create a Sales Presentation Outline
Updated June 24, 2022
Successful sales professionals know that preparing for presentations is important. Many sales professionals develop sales presentation outlines to help them identify key talking points, organize their thoughts and communicate with their audience effectively. If you work in sales or marketing, then learning how to create a professional sales presentation outline can help you impress potential customers, increase your confidence and acquire new sales. In this article, we discuss what a sales presentation outline is, list the steps you can take to create one and share an example to help you get started.
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What is a sales presentation outline?
A sales presentation outline is a structured document that highlights the key talking points of a presentation. It provides a framework that you can reference while you are speaking to ensure you provide your audience with all the necessary information. Sales professionals often use a sales presentation outline to determine what topics they plan to cover and which details they need to create infographics, slides or visuals to represent.
Why would someone create a sales presentation outline?
Many professional salespeople create sales presentation outlines to help them organize their thoughts, group ideas together and present their material in a logical order. Developing a sales presentation outline can also help you determine which topics are the most important and estimate how much time you plan to spend discussing each one. This can make it easier for you to gauge the overall length of your presentation. Finally, a sales presentation outline can be a useful tool to reference while you are giving your presentation to keep you on topic and ensure you have all the information you need.
What's included in a sales presentation outline?
Here are some of the key elements to include in your sales presentation outline:
The introduction of your sales presentation outline establishes what product or service you are selling. Use your introduction to greet your audience and set a positive tone for your presentation. Keep your introduction short and simple by stating what the main topic of your presentation is and listing some of the supporting points you plan to cover. Crafting a strong introduction is important because it can help you build credibility and trust with your audience.
The next element sales professionals typically include in their outline is a challenge. Identify a challenge your potential customers have that your product or service can help them solve. Then use this section of your presentation to address the challenge with them. Showing that you have a good understanding of this challenge and sympathizing with your audience can help you connect with them. This section of your sales presentation outline is important because it can help you capture your audience's attention.
The next key element of an effective sales presentation outline is to include a solution that helps your potential customers overcome their challenge. In this section, focus on the benefits of working with your company or purchasing your product. You can help your audience visualize how much better their lives could be if they purchase the product or service you are selling by highlighting key features and sharing customer success stories. You might also consider incorporating a product demonstration.
This part of your sales presentation outline is important because it generates interest in the specific product or service you are selling.
Data and statistics
Incorporating data and statistics in your sales presentation outline can help you reinforce your claims and build trust with your audience. Use concrete numbers and measurements to illustrate the benefits your audience may receive from purchasing your product or service. Including this information in your sales presentation outline can help you remember key facts and ensure you provide accurate information when you give your final presentation.
Incentives are another important element of a sales presentation outline. Make sure you include any active promotions, deals or discounts for the product or service you are selling. You can also include information on how potential customers can make a purchase. This can help you increase sales and gain new customers. Including these details in your sales presentation outline can help you ensure you have the most up-to-date information when you give your final presentation.
Related: How To Create Urgency in Sales
How to create a sales presentation outline
Here are some steps you can follow to create a professional sales presentation outline:
1. Assess your audience
Before you begin crafting your sales presentation outline, consider who your audience is. As a salesperson, it is important to understand what your customers' needs and wants are so you can address them properly. Research who your current customers are and what type of people are attending your presentation to make sure you understand the specific challenges they may have that your product or service can solve.
This can also help you determine what their expectations for your presentation are. Familiarizing yourself with your audience's viewpoints and interests can help you tailor your presentation outline and connect with them on a more personal level.
2. Define your main selling point
While the product or service you are presenting on may have multiple benefits, it's important to identify what your main selling point is to build a clear presentation outline. To identify your main selling point, consider what your audience's biggest challenge is and how your product or service can help them overcome it. This can help you create a well-defined and focused presentation that captures your audience's attention. You can create an effective main selling point in a few short sentences by:
Identifying your customer's challenge
Explaining what change needs to happen
Stating that your product or service is the solution
For example, if you sell health supplements you might identify that maintaining a healthy weight is your audience's biggest challenge. Next, you might explain that to maintain a healthy weight it's important to reduce calories while still receiving the proper nutrition. Then you can share that your health supplements can help customers reduce their calorie intake and provide them with all the nutrients they need to achieve their goals and maintain a healthy weight.
Related: How To Make a Sales Pitch
3. Develop supporting points
Next, identify key factors that support your main selling point. Consider how your product or service can help your customers overcome their challenge and what features may benefit them. Then create a list of the most important supporting points and identify evidence that corresponds with each claim. You can include facts, statistics, case studies or customer testimonials to support your claims. You might also incorporate a demonstration of your product or service to help customers visualize how it works. Each supporting point you include can provide customers would more details about how your product or service can benefit them.
For example, you might share that the health supplements you are selling can increase energy, improve muscle tone and decrease stress. You could incorporate customer testimonials or before and after photos to help prove your claims. You might also include weight loss statistics or awards your company has received to help influence your potential customers to purchase your product.
4. Order your content
Once you have developed a list of supporting points, you can begin grouping them together into different categories. Then you can list them in a logical order to help guide potential customers through your presentation. Use bullet points, short sentences and phrases to keep your sales presentation outline concise and make it easy to read.
Many sales professionals start with their strongest supporting point first to hook their audience and build interest. Make sure each topic relates to the following topic to create seamless transitions and determine which order to place them in. By taking the time to organize your content you can provide more value to your audience, ensure they understand how each topic supports your main selling point and craft a more effective sales presentation outline.
5. Write your introduction
Now that you have a clear idea of what your main selling point is and what topics you plan to use to support it, you can craft a strong introduction for your sales presentation outline. Keep your introduction short and simple by welcoming your audience, stating your key selling point and listing a few of the most important supporting topics you plan to share. This can help you set the tone of your presentation and let your audience know what they can expect.
6. Craft your conclusion
Next, develop a powerful conclusion. Repeat your key selling point and the most important supporting topics to remind your audience how they can benefit from purchasing your product or service. You might also include details about any special promotions or discounts you are offering at this time.
Finally, include a call to action (CTA) to let your audience know what steps they can take to make a purchase or learn more about your product or service. For example, you might include your company's website or let your audience know they can place an order directly by filling out a form before they leave.
7. Allocate time for questions
At the end of your sales presentation outline, consider leaving room to create a bulleted list of answers to frequently asked questions. This can be a helpful tool to reference if you plan to allow your audience to ask questions after you finish your presentation. Research what common questions your sales and marketing team typically receive to help you identify what information to include. This can help you feel more prepared and increase your confidence.
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