3 Steps to a Winning Sales Presentation

Delivering a successful sales presentation that wins over the client requires preparation, planning, and execution. Next time you're getting ready for a big presentation at an important client, remember these three simple steps.

1. Know Your Audience. Getting to know your audience before your presentation helps you to focus on what is most important to them. It also mitigates unexpected challenges and builds helpful rapport before you enter the room. If you can, always interview your audience one-on-one before you present. The more they build the presentation with (for) you – the better. If you do not have that luxury, make sure that you do some research online and ask around so that you know what to expect. No matter what, do not expect to win the day if you walk into the room cold.
   
   
2. Create a clear story. Many novice presenters start by creating PowerPoint slides about their company. This is a mistake. Start by being crystal clear on your narrative from the customer’s perspective. The story should be simple, clear, and compelling. Once you have your story, you can begin to design slides to illustrate and support your message. As with all communication, less is more.
   
   
3. Practice. Practice. Practice. Years ago we lost a sales pitch at a big client to a competitor. After the presentations, we learned that the winning presentation team spent four days in a hotel room practicing their pitch to a group of five people who played different client roles and asked tough questions. Just imagine how professional and compelling they were compared to the rest of us.

When it comes to winning big deals, “winging” sales presentations does not work.