reading to listening.
One way to do this is by cutting down the text on your slides to just a few key words so your audience isn’t overwhelmed. Depending on how many people are in your audience, you might want to consider not using a PowerPoint presentation at all. In fact, Aberdeen Research proved that companies using whiteboards instead of PowerPoint can improve the pro- ductivity of sales performance. This approach will allow you to adapt your presentation to your audi- ence’s needs and allows for interactiv- ity in the delivery.
3. DON’T ASSUME YOUR AUDIENCE KNOWS OR CARES ABOUT WHAT YOU DO. I can’t tell you how many times I’ve seen a sales presentation inter- rupted halfway through by someone asking the presenter what their com- pany actually does, which is just em- barrassing. So, put that information upfront in your deck. Leading with Raskin’s Big Challenge slide might be more impactful, but starting with information on your product is more useful. (Remember: Sales decks are meant to motivate purchases, not inspire global change.) Even if this is your third time meeting with a
SELLING TIP Listen Here
Most sales professionals take special pains with the way they look. They dress neatly and present a clean ap- pearance. But evidence shows that too many reps pay too little attention to the way they sound – in person and over the telephone. We recently heard a buyer remark following a sales-
man’s departure from his office, “Brother, that guy gives me a headache.” The rep in question was slightly hard of hearing.
As a result his voice was too loud. He was totally unaware of it, and it never had been brought to his attention. How much business had this man lost because of his unpleasant projection? It’s impossible to say. But no professional will dispute that, in the
prospect, you should always begin by asking if it would be helpful to provide a quick overview of your company – then do it anyway. But don’t just drone on about your
product; talk about the problem it solves – because that’s what the audience cares about. Do this by researching your customers before- hand and becoming familiar with their business. Research their com- petitors and tailor your presentation to show how your product can help them gain a competitive advantage or solve a pain point.
4. TELL A STORY. If you printed out your presentation and a complete stranger found it on the street, would it make sense to them? If the answer is yes, then what you have is a report. Your audience can read, and reports
don’t require presentations. The ex- pectation is that, if someone is taking time out of their day to listen to you, you are bringing something extra to the table they can’t find online. Keep prospects interested and add color by using anecdotes and case studies to tell a story that is compel- ling and digestible. Share the story of a client who faced a similar key chal- lenge and solved it with your product.
Create a personalized presentation that takes into account their specific needs and goals.
5. USE VERBAL TRANSITIONS. The best presentations are the ones that flow naturally. One of the most common mistakes I’ve seen is when a presenter treats every slide as a brand-new adventure. The Information Gap theory says that our mind always wants to fill the gap between existing knowledge and new information. Meaning, when you propose a problem at the beginning of a slide, your audience wants to keep listening to what you have to say in order to find the answer. Use the technique of verbal transi-
tions as a way to make your slides flow and help your readers understand how it’s all linked together. To create curiosity and hold their attention, be- fore you end a slide, propose a new problem that will only be solved in the next one. Rinse and repeat. While there’s no universal solution for the perfect sales presentation, ap- plying these tips can make all the dif- ference in building a connection with potential customers and distinguish- ing your business from competitors.
Keith Messick is CMO of Dialpad.
marketplace, one’s personal image is a critical part of career success or its absence. And the way you sound is a key component of image. How do you come across during an interview or in conversation with others? Here’s a simple way to find out. Get together with a buddy or two in the sales force and conduct mock interviews replicating your everyday performance as closely as possible. The idea is to level with each other. Don’t spare the other guy’s feelings. Get the lowdown on the way you speak up. Is your pronunciation clear and distinct? Do you have a lisp or other speech defect? Are you too loud or too soft? Do you come across as stiff or relaxed? Do you sound interesting or boring? Warm and friendly, or cold? Does your voice radiate a smile, or does it sound toneless and flat? Try the same experiment over the telephone. You
may be surprised by what your voice can reveal. – RAY DREYFACK
SELLING POWER OCTOBER 2019 | 37 © 2019 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
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