16 Sales Presentation Techniques (and Tips for Success)

By Indeed Editorial Team

Updated September 7, 2022

Published July 21, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Five people at a table with papers on it watch a person giving a presentation at the front of the room.

Professionals in sales use various tactics to show their customers the value of products and make more sales. They may use presentations, pitches and other means of communication to describe their products effectively and encourage potential customers to learn more about them. If you're a sales representative interested in making more sales, it's useful to understand different techniques for giving successful sales presentations.

In this article, we discuss 16 sales presentation techniques and tips that can help you increase your sales and connect more deeply with customers in your market.

Related: 6 Types of Presentations To Use in the Workplace

Why are sales presentations important?

Sales presentations are important because they allow sales representatives to persuade buyers and help their company sell more products. As a sales professional, you can use presentations to describe a product to potential customers, investors or upper management through speeches and visual displays. Using sales presentations is an effective way to show the value of the products you want to sell. These presentations often combine narratives and facts to keep listeners engaged while presenting useful information.

16 sales presentation techniques and tips

To help you better understand how to use sales presentation effectively, examine the following techniques and tips:

1. Do your research

It's important to do research before any presentation to help you provide buyers with factual information. Researching your market and competition allows you to show how your company's products are better, while researching your product and compiling your knowledge of it before presenting can make you feel more confident and prepared. Use resources in your company like product documentation, notes from meetings and market data to research and prepare for a successful sales presentation.

2. Use anecdotal stories

Anecdotal stories are stories about the experiences of real people, and you can use these stories to create a narrative for your products during a presentation. You may use anecdotes about your experience with a product or a customer's experience, but it's a good idea to shorten the story to its most vital points if you present it to an audience. These stories often give value to your products by showing buyers the real-world potential of a product and how it may improve their lives.

For example, you can describe how someone wore their raincoat during a summer storm but complained about it being too hot as an introduction to your presentation for a warm-weather raincoat that keeps people cool and dry.

Related: How To Start a Presentation: Steps for a Winning Presentation

3. Be relevant to your listeners

Understanding the needs of your listeners and making your presentation relevant to them is a great way to keep their attention and encourage them to buy from or invest in your company. You can increase your product's relevance by understanding who your listeners are while you prepare for your presentation and discussing topics that are most important to them.

If you're presenting to a group of customers in the same demographic, for example, you might research what their demographic wants most from the products in your market and include information that addresses those desires.

4. Show your credibility

As a sales representative, potential buyers often want to understand whether you're a credible source of information about products and your company. You can establish credibility for your audience by preparing well before your presentation and answering questions from listeners about how your product works and what it can do for them. This can improve their opinion of you and help them see you as an authority in your market, which may raise their trust in your company and encourage them to make a purchase.

5. Include a CTA

Your presentation can also include a call to action (CTA), a clear next step for buyers if they want to purchase your product or learn more. Typically, you can mention the CTA at the end of your presentation and provide additional resources if necessary, like pamphlets or business cards for customers and investors to contact you. The CTA is a great way to end your presentation neatly and give listeners actionable steps that increase their chances of buying from your company.

Related: How To Improve Your Presentation Skills

6. Make it conversational

While a presentation is a formal display of information, presenting that information in a conversational and flexible format allows listeners to feel more involved and engaged. Make your sales presentation more conversational by avoiding business jargon or briefly explaining the meanings of lesser-known words, allowing questions from listeners and keeping a friendly tone throughout your speech.

This may make your audience feel more comfortable talking to you and learning about a product, but this can also teach you what these buyers expect from your product and help you give a more effective presentation.

7. Keep it brief

It's important to keep your sales presentation brief or within a specific time frame to keep your audience's interest and help them remember essential elements of your product. Try to describe only the most vital information in your presentation to avoid overwhelming potential buyers. Let them ask questions that fit their individual needs rather than guessing everything they might want to know. Doing this and then providing your contact information allows listeners to contact you for more information and may help you convert them into customers.

8. Read your listener's body cues

As you give your presentation, try to read the body language of your audience to determine if they're engaged and comfortable. If the audience makes eye contact, sits up straight and nods as you speak, they're likely listening actively to your presentation and are interested in the information you're giving them. However, if your listeners don't seem engaged, you can use tactics like demonstrating your product and changing your focus to bring their attention back to you.

9. Accept interruptions

A great way to engage buyers in your sales presentation is to accept and embrace when they interrupt to ask questions or get clarification. These interruptions often mean your audience is actively listening and wants to know more about your product. It's a good idea to understand how much time you can give to answer questions to better plan for interruptions while still providing important information about your product and its uses.

10. Show your passion

Showing your passion during a sales presentation proves to buyers that you're confident in your company's products and their ability to improve customers' lives. There are many ways to show your passion for a product, like using animated facial expressions and energetic movements as you speak and answering questions thoughtfully. You can also show your passion by addressing your audience's concerns positively and showing them how valuable your product could be to their lives.

11. Practice beforehand

Practicing your presentation lets you feel more confident in yourself and your ability to describe your company's products accurately. When you practice, you can more easily remember the content of your sales presentation and avoid mistakes when giving an informative speech to listeners. This is also useful when your audience interrupts your presentation to ask questions because you can get back on topic and focus on your presentation quickly and effectively after providing answers.

Related: How To Be Confident for a Presentation (With Tips)

12. Describe individual benefits

As you prepare for and give your presentation, think about what each listener may want from your product. You may present to a group of investors with different values and ideals, so it's important to understand your product's benefits for each listener. If you know who's in your audience beforehand, you can research their lives and work to give them examples of specific ways your product can benefit them and use those details in your presentation.

For example, one person in a group of investors may be interested in eco-friendly products. Knowing this beforehand allows you to prepare information about your company's sustainability efforts that may improve that investor's opinion of your company.

13. Use visuals sparingly

When using visuals to help show facts and share stories about the product you're selling, try not to rely too much on diagrams, presentation slides or visual ways to share information. Use your words and actions to describe your product effectively and use visuals to help prove your points without overwhelming your audience with details. This can make your presentation feel more natural and confident than if you read off a slide or show multiple graphs and pictures that your audience can't see easily.

14. Demonstrate your product

Consider demonstrating how to use your product or what it does for your audience if you have a portable, working item. Demonstrations are especially useful for innovative products that you can't easily compare to existing items in your market or for products that have specific features and uses. For example, you may present potential buyers with information about a bowl that never breaks, but showing them it doesn't break when dropped or thrown is often more convincing and generates more sales.

15. Understand your company well

Understanding your company allows you to discuss important facts about its mission and values, products on the market and potential for making more money. While many customers want to know about the companies they buy from, investors are especially interested in a company's strengths and whether it can benefit them over time. To learn more about your company, you can research online and ask your colleagues for specific details that investors and customers may want.

16. Introduce yourself

Before you begin your presentation, it's a good idea to introduce yourself to everyone in attendance. Although you might already know some investors or business partners, introducing yourself ensures everyone knows who you are, why you're a credible source and who to contact if they want more information. You can include details like your name, your company's name and any other information that can help listeners contact you.

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