How To Create an Effective Sales Presentation

By Indeed Editorial Team

Published April 13, 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.

Sales presentations can be a powerful tool that can assist a company in selling products and expanding its market. Learning how to craft an effective presentation may help you grow your business and boost sales performance. In this article, we discuss what a sales presentation is, tips you can use as you create your presentation and the steps you can take to craft an effective sales presentation.

What is a sales presentation?

A sales presentation is a selling technique used to provide information about a product or service to potential customers. Often, businesses use sales presentations to inform consumers of new products or services offered. Sales presentations can also help build a business, teach audiences about a company and explain the advantages of using the product or service being sold.

Why use a sales presentation

Sales presentations can be a great way to communicate information about your company's values, how your product or service can benefit individuals and how your audience may contact your business. Here are a few reasons sales presentations can be an excellent selling technique:

  • Builds connections: A sales presentation can help establish a connection with consumers by interacting with the audience and providing meaningful information about why their product or service can help them.

  • Increases sales performance: A sales presentation can increase sales performance by utilizing presentation techniques that can persuade consumers to buy a product or service. These techniques can include providing statistics that show your products are beneficial or are better or healthier when compared to your competitors' products or services.

  • Allows for questions: Most sales presentations have a question-and-answer period immediately after the presentation that encourages the audience to ask questions or request clarification on any concept.

Sales pitch vs. sales presentation

The key difference between a sales pitch and a sales presentation is a sales pitch often includes a call to action, which involves asking the customer to sign up for a subscription service, buy a product or service or request more information. Sales pitches often ask consumers to supply contact information, like a phone number or email. Most sales presentations do not involve a call to action, since they are more focused on spreading information about the product or services, rather than making a sale directly after the presentation.

Related: How To Make a Sales Pitch To Attract Clients

Tips for an effective sales presentation

Here are several tips you can use as you create your sales presentation:

Include pictures or video

Including pictures in your sales presentation can help persuade customers to purchase your product or service. For example, if you are selling a weight loss supplement, you may include a picture of a client before they used the supplement and include a picture after they used the product that shows the results of the supplement. By showing pictures, you are providing proof your product works, which may compel customers to buy the product.

Related: 10 Tips for Giving a Great Presentation

Make sure you practice

It's essential to practice your sales presentation before performing it in front of potential clients. A great way to practice a sales presentation may be to present it to a colleague. When you have completed your practice presentation, ask your colleague how understandable the information was, and if there is anything they would change to make it more effective.

Consider bringing props

Bringing props to a sales presentation can be a great way to catch and keep your audience's attention. If you can bring a sample of the product or service you're selling, audiences may feel more inclined to purchase that product or service since they're more familiar with it.

Keep it short

It's important to keep your presentation short since most audiences pay attention to presentations for the first few minutes. If you complete your presentation in 5-10 minutes, audiences may be more likely to remember the information.

How to prepare a sales presentation

Here are some steps you can follow to help you craft a sales presentation:

1. Determine your audience

When creating a sales presentation, it's important to determine your audience so you can tailor the content and style of your presentation. You can determine your audience by deciding who your product or service can benefit. For example, if you are presenting a new social media platform to younger children, your presentation should include simpler words that are easier to understand, and you may include interactive aspects, like games and call-and-response techniques to involve the kids.

Related: Defining Your Target Audience: What It Is and Why It's Important

2. Decide which platform to use

Once you have determined your audience, it is time to decide which platform you will use to present your presentation. You can choose a platform that suits your needs best based on your audience, the product or service you're selling or whichever platform you are most comfortable with. Here are various platforms you can decide between:

  • Slide show: You may use a slide show program as a tool to assist your presentation with images, videos and text to convey information about what you're selling, which can be useful when presenting to a younger crowd since they may appreciate fun, bright visuals.

  • Speech: Giving a sales presentation speech involves communicating information about your product using rehearsed dialogue. This is beneficial if you are presenting to an older demographic who might appreciate a more laid-back, casual presentation.

  • Seminars: Sales professionals often use seminars to give a sales presentation to a larger audience, which can include hundreds to thousands of potential consumers. Since seminars can include a diverse audience, presenters typically generalize their presentations to make them understandable for all demographics.

  • Webinars: Sales professionals may use webinars to present a sales presentation using the internet. This is useful for presenting to consumers who may work from home, or it's useful to present to a large audience of people. You can also use webinars to have a recorded version of your sales presentation that you can send to potential consumers.

Related: How To Create an Outstanding PowerPoint Presentation

3. Establish a connection

While introducing your sales presentation, it's essential to establish a connection with your audience to keep their attention focused on your message. An excellent way to establish a connection with your audience is by identifying a common problem they may have, then discussing how your product or service can fix that issue.

For example, imagine you are selling an innovative massaging tool that can relieve back and neck pain to your target audience of people who work in an office. While presenting, describe how your product may relieve their back pain and benefit their posture while sitting for long hours at a time.

4. Present facts and data

The middle of the presentation should include facts, data and information related to what you're selling. If you are using visuals to aid your presentation, you can include graphs and charts that provide your audience with proof that your product or service works. Be sure to keep your information easy to understand, since your audience may be unfamiliar with the product or service you're selling.

5. Finish with a memorable conclusion

To finish your presentation, be sure to include a conclusion that can help the audience remember what your presentation was about. It is useful to finish with a general summary of what your presentation explained, which can help audiences have a better understanding of your product or service.

6. Offer resources

Consider including resources that audiences can use to contact your business so they can buy your product or service or receive more information about your company. You may give your audience handouts that include your business's information, provide your company's contact information or supply your company website address.

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