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Effective sales presentations are at the core of a successful sales cycle, yet many presentations miss the mark in terms of appropriate content and flow. While presentation skills contribute to the success (or failure) of a sales presentation, presentation effectiveness also hinges on the value of the message and the quality of the content. Your sales team relies on you to deliver a solid presentation that they can successfully use in their selling efforts. Here are proven methods for ensuring that your sales team is armed with the content they need to win deals.
Before you begin creating a presentation, take inventory of the information you'll need to get started. This will serve as a checklist to ensure that you and your team are staying on course and creating a presentation that will hit the mark. Engage your sales representatives in creating this list-they typically know which messages resonate best with different prospects. They can also provide input as to how they intend to use the presentation, and what tactics and content have (and have not) worked in the past.
Think Outside the PowerPoint Slide
Many presentation writers try to brainstorm the story they want to tell while using PowerPoint. But crafting a story when you are limited to bulleted concepts can be difficult. Instead, try writing out the story you would like to tell. (You can leverage this to create speaker notes - more on this later.) By formally capturing your thoughts in a written document, you can craft your story faster and easier. Key reviewers may find it easier to provide critical feedback on your "story" as well.
For example, the following is a sample guide for an IT-industry presentation that can help you outline an overall concept and define what content needs to be included. An outline also helps the presentation team members consider "branch slides" that can help address a specific industry or audience member (e.g., a CFO).