As a master of ceremonies for CEO summits, I viewed dozens of sales presentations delivered by vendors to a gathering of these C-level executives. Vendors paid tens of thousands of dollars each to get in front of this elite group of potential clientele.
Here are five key mistakes the ineffective presenters made (and what they could easily do to correct them):
Mistake #1: Start the presentation by talking about the company
The amateurs begin by delivering information like:
· When the company was founded
· Where it is located
· What products are services are offered
· What awards have they won and certifications have they earned
· How many customers do they have
Yes, this seems like a logical place to start, as most sales presentations do.
But why doesn’t this work? Because the presenter has not first given the prospect a reason to even care! Although the potential customer may be smiling or nodding, he or she is probably thinking, “Yet another sales presentation! When will this dog and pony show be over?”
Instead . . .
Have a real-life customer start your presentation. The prospect is more likely to bond with someone who seems much more like themselves rather than listen to someone they perceive to be yet another salesperson.
Mistake #2: Talk about all the products and services you offer.
In other words, you expect the customer to diagnose their problems and pick their solution. Certainly, something among the cornucopia of offerings you describe should fit their bill! Just choose one.
Instead . . .
If you can’t have an actual customer begin your presentation, deliver a case study on their behalf. Say something like, “You know, company X came to us because they had a challenge, something that may also likely be facing you. When we started talking with them here is what we found . . .”
Mistake #3: Death by PowerPoint
Many presenters use PowerPoint simply as a substitute for note cards. They have slide after slide flash up on the screen with bullet points that remind them what to say next.
This would be similar to going to a movie, and rather than seeing action on the screen to engage us, the producer has simply elected to put the actors’ scripts up on the screen.
Instead . . .
Take a lesson from Hollywood. After all, Americans spend billions of dollars going to the movies each year. Yet no one has ever spent even a dime to see a PowerPoint presentation.
Use PowerPoint to provide images that reinforce your use of stories. For example, tell a story about your customer. Make the story’s hero (not yourself or your company) the customer. Your potential customer will identify with the customer and see how, if they choose you, they too can become the hero in their own story.
Mistake #4: Educate the potential customer about your products and services.
Instead . . .
Discuss industry trends. Show them that you are knowledgeable about the marketplace. Educate them on how to conduct a comparison between your offerings and those of your competitors without bad-mouthing the competition.
Mistake #5: Tell the prospect why you have the best products and services.
Marketing guru Dan Kennedy says that the number one marketing mistake he sees his customers make is a lack of collecting and using testimonials.
Of course, the prospect expects you to say you’re great. But who else says so? Is it someone they know or trust? Is it someone whose opinion the prospect values? That will always be worth more than your marketing puffery.
Instead . . .
Show the prospect what your products or services did for the customer in your case study. If possible, quantify those results. Then have the customer tell in their own words what their relationship with you did for them. Finally, discuss how their interactions with you solved their problems.
Why avoid these five critical presentation mistakes?
You will find that rather than your prospect drifting off during your delivery, they will become more engaged with you because you are talking about them. Once they become engaged, your presentation becomes more of a conversation and less of a monologue, putting you at ease. But more importantly, once the prospect finds that you have focused on them and their needs and not on yourself, you will more likely get the sale!
