Even the “natural-born” salesperson needs to continually hone his presentation skills. Ongoing preparation is key to making an effective sales pitch. The more interesting and compelling the pitch, the more likely a decision will be made in your favor.
One of the first rules of a good pitch is to know as much as you can about your audience. Using the same ole canned presentation again and again encourages a one-size-fits-all approach that inevitably lacks enthusiasm and creativity. Every audience is different, and every sales pitch should be delivered accordingly. The goal is to learn what a client needs, and then lay out exactly how your company will address those needs, in a clear, concise way. It also helps to explain how your company has addressed similar needs for clients in the past. A presentation is as much a “probing” session as it is a sales pitch. A good salesperson listens carefully and responds respectfully and knowledgeably, without giving off an air of superiority.
Who should be on the presentation team?
Because a salesperson doesn’t know it all, it is wise to include a technical person in the presentation. We often include an engineer, a project manager or both in our presentations. Selling goes against most engineers’ instincts, so the salesperson must take the lead and then allow the engineer or project manager to step up and address technical issues.
But keep the size of the presentation team limited to a few folks. Walking in with an army might send the wrong message and compromise the intended purpose. Also, remember to keep the tempo upbeat and invigorating. Look for signs your audience is losing interest: checking phones, nodding off and/or looking at the clock. If such is the case, you know you’ve got to pick up the energy and enthusiasm.
Be prepared and rehearse
Make certain everyone on the team is aware of the objectives. Keep these in mind as you prepare any PowerPoint information or other visual aids. Also, remember people absorb information in different ways. Eleven percent of people learn through what they hear, while 83 percent learn by what they see. Research further says people retain about 20 percent of what they hear, 30 percent of what they see and 50 percent of what they both see and hear. So, a good mix of verbal and visual will create an atmosphere conducive to balanced retention.
However, even well-balanced retention drops significantly after the first 24 hours, so it’s smart to leave behind a professionally prepared brochure that highlights some of the visuals and key points from the presentation. If the meeting does in fact drift a bit from what you have in print, you can certainly follow up a few days later by sending attendees a reminder of what was discussed and how you plan on addressing their needs.
Rehearsing is key. It allows even the savviest salesperson an opportunity to polish their skills and gives the technical guys an opportunity to get comfortable in front of an audience. It also doesn’t hurt to use some techniques professional speakers use. The pros can give you insight on posture, body language, eye contact, voice projection and more. You can practice your delivery by speaking into a tape recorder and then playing it back. It’s good to know what you sound like when you’re representing your company’s services.
Also, if possible, learn as much as you can about whom you will be presenting to. Who is the ultimate decision maker? Who is the leader and who are the followers? Your audience can range from purchasing people to planners to managers. It can also consist of a mixture of all of these types. You’re attempting to meet the needs of each contingency, so use common sense. Learn what the planner would probably be interested in, the purchaser and so on.
Everyone on your presentation team needs to be properly attired. Good grooming, professional clothing and nice shoes say you care about your appearance, so you will likely care about their project, too.
Creating the perception you are professional, knowledgeable, helpful and interested in solving a client’s problems goes a long way during a presentation and proves you believe in your company’s services.
For more information, contact Rick Ramirez at (281) 478-6200 or email him at rramirez@altairstrickland.com.
