How to make a sales presentation

7 Tips for Creating a Sales Presentation That Makes the Sale

How to make a sales presentation

How to make a sales presentation

The quality of your sales presentation will often determine whether a prospect buys from you or one of your competitors. However, most presentations lack pizzazz and are seldom compelling enough to motivate the other person to make a buying decision. These seven tips will help you create a sales presentation that will motivate buyers.

1. Make the sales presentation relevant.

One of the most common mistakes people make is to use a generic presentation. They say the same thing in every presentation and hope that something in their presentation will appeal to the prospective customer. I have been victim to this approach more times than I care to remember having been subjected to many “canned” PowerPoint presentations. (See The 4 Cardinal Rules of Terrific PowerPoint Presentations for a better approach.)

The discussion of your product or service must be adapted to each person; modify it to include specific points that are unique to that particular customer. This means researching your customer beforehand and becoming familiar with their business and the industry that they operate in. Check their business web site or Facebook page and peruse newsletters, blogs, annual reports and other relevant information. Research their competitors and if possible tailor your presentation to demonstrate how your product can help them gain a competitive advantage.

If you use PowerPoint or other presentation software, place the company’s logo on your slides and describe how the key slides relate to their situation. Show exactly how your product or service solves their specific problem. This means that it’s critical to ask your prospect probing questions before you start talking about your company.

2. Create a connection between your product/service and the prospect.

In a presentation to a prospective client, I prepared a sample of the product they would eventually use in their program. After a preliminary discussion, I handed my prospect the item his team would be using – instead of telling him about the item, I placed it in his hands. He could then see exactly what the finished product would look like and examine it in detail. He was able to ask questions and see how his team would use it in their environment.

Also, remember to discuss the benefits of your products, not the features. Tell your customer what they will get by using your product versus your competitors’.

3. Get to the point.

Today’s business people are far too busy to listen to long-winded discussions. Know what your key points are and learn how to make them quickly. I remember talking to a sales person who rambled at great length about his product. After viewing his product and learning how much it would cost I was prepared to move ahead with my purchase. Unfortunately, he continued talking and he almost talked himself out of the sale. Make sure you know what key points you want to discuss and practice verbalizing them before you meet with your prospect.

During and after making your key points, be prepared to listen to the customer – ask questions and take notes of comments so you can better discern their specific need(s) and:

  1. Tell them how your product addresses their need(s)
  2. Respond to any objections or reservations they may have about the product
  3. Use their feedback to improve your product and/or refine future sales presentations

Do not interrupt or argue with a customer! If you are making a presentation to a group and the discussion veers off topic, try to gently nudge the conversation back on track.

4. Be animated.

The majority of sales presentations I have heard have been boring and unimaginative. If you really want to stand out from the crowd make sure you demonstrate enthusiasm and energy. Use your voice effectively and vary your modulation. A common mistake made when people talk about a product they are very familiar with is to speak in a monotone – causing the other person to quickly lose interest in your presentation.

I recommend using a voice recorder to tape your presentation. This will allow you to hear exactly what you sound like as you discuss your product. I must profess to being completely humiliated when I first used this tactic. As a professional speaker, I thought all my presentations were interesting and dynamic – I soon learned that my stand-up delivery skills were much better than my telephone presentation skills.

5. Use showmanship.

In The Sales Advantage, an example is given of a vending sales person laying a heavy sheet of paper on the floor, saying, “If I could show you how that space could make you some money, would you be interested?” Consider the impact of this approach compared to the typical approach of saying something like, “We can help you make more money.” What can you do to incorporate some form of showmanship into your presentation?

6. Use a physical demonstration.

A friend of mine sells sales training; he often uses the whiteboard or flip chart in the prospect’s boardroom during his presentation. Instead of telling his client what he will do, he stands up and delivers a short presentation. He writes down facts and figures, draws pictures, and records certain comments and statements from the discussion. This approach never fails to help his prospect make a decision.

7. Lastly, believe in your product/service.

Without a doubt, this is the most critical component of any presentation. When you discuss solutions, do you become more animated and energetic? Does your voice display excitement? Does your body language exhibit your enthusiasm? If not, you need to change your approach. After all, if you can’t get excited about your product, how can you expect your customer to become motivated enough to buy?

You might think of a sales presentation as a simple pitch, a demo, or a list of facts and figures, but while a good presentation does incorporate all of those elements, it’s more than the sum of its parts. Done well, at the right time in your sales process, it gets your prospects’ attention, drums up excitement and moves them towards making a buying decision.

In this guide, you’ll learn how to use the power of storytelling to drive decision-making and close more deals, with some pitch examples straight from Shark Tank and Dragons’ Den. We’ll also cover the fundamental elements of a sales presentation strategy, what to include in your sales decks and practical ideas on how to deliver them.

Read on for plenty of sales presentation examples and pitch suggestions that will help you develop your own effective sales narrative.

Table of contents

  • What is a sales presentation?
  • Storytelling and your sales presentation
  • What to bring to your sales presentation
  • Great sales presentation examples
  • Tailoring your sales presentation
  • How to nail the sales presentation
  • What to do after the sales presentation

What is a sales presentation?

Although the terminology differs from company to company, a sales presentation is not always the same thing as a sales pitch.

A sales pitch is what your team of sales professionals does all day long, on the phone or in person with clients. It’s usually one on one, and they’re pretty comfortable doing it.

A sales presentation (although it’s still a sales pitch) is a bigger deal, figuratively and probably literally. It’s a more complicated version of a sales pitch, and usually, it happens when your sales team is trying to close a more lucrative deal. It’s not a simple phone call, as it often involves a meeting and a demo.

You’ll need to budget more time for a presentation, as you’ll need to account for prep time and testing. In many cases, more than one person from your company will give the presentation, so there’s a need to coordinate with other team members.

Even for a seasoned salesperson who cold calls and pitches all day on the phone, a presentation can be unnerving, as you’re likely presenting to a group of senior decision-makers and executives.

Storytelling and your sales presentation

People love to be told a story, especially if it’s relevant to their experiences and problems.

Statistics, facts and figures can help when you’re trying to persuade a prospect to become a customer, but they’re more impactful if you can frame those statistics in a relatable way. For example, if you tell a story about an existing customer who faced the same challenges as your prospect, and supplement that with powerful data, they are more likely to listen and want to know more.

Human beings have a deep relationship with storytelling. Stories move us, teach us and, in a sales context, persuade us. We remember stories more than we remember anything else.

Chip Heath, a Stanford professor and the co-author of “Made to Stick”, demonstrates the importance of storytelling by doing an exercise with his students. He divides them into groups and asks them to deliver a one-minute persuasive pitch based on data he’s just shown them.

After the pitches have been delivered and there’s been a break, he’ll ask the class to jot down everything they remember about them. Although most students use stats rather than stories, 63% remember the stories, while only 5% remember an individual data point.

The stickiness of stories makes them a useful tool for developing a sales presentation outline, as they help prospects understand and remember the key points of the presentation and your product.

“Analogies or relatable stories are an extremely powerful technique to avoid using internal ‘jargon’ and allows the customer to understand the product/service in the real world,” explains Thomas Dredge, sales manager at Particular Audience.

“For example, explaining a display ad across the internet can be likened to a billboard on the side of a building. Sellers often confuse clients by using complicated language. They may believe this makes them come across as more knowledgeable, but it’s not a good way to sell.

“People buy things they understand. Help them understand!”

Start with a problem (and a deadline)

Your presentation is about the solution you’re offering your prospects, but it shouldn’t start with that solution.

Instead, you should begin with the problem your solution was designed to solve, and the challenges you’re solving for your customers.

“Value Selling is key,” says Bradley Davies, business development at Cognism. “It is important to understand your buyer and tailor their journey to what you can do for them.

“First you need to understand what is motivating them to have a discussion, which allows you to identify their pains and present how your offering solves their pains. Everything presented to a prospect should be based on the value for them specifically.”

The problem, their pains associated with it and your solution should be delivered with a story; a tale that highlights the specific challenges faced by your customers.

You might also choose to tell a story that positions your product as the hero, helping the customer vanquish a villain: their pain point.

Your story, which should be tailored to the prospects in the room, should focus on change rather than their pain point. For example, on a change to their business, industry, or to the technology they use — something that impacts and improves the way they do business.

“If an element of your offering is not relevant, then don’t distract them from the important features. It will keep them engaged and help to build their user story,” adds Bradley

Create a sense of urgency around your product: It’s a solution to their problem, but if they don’t act now, they could miss an opportunity. Tell a story about what might happen if your prospect doesn’t change, framing the consequences for not taking action.

Start talking about the solution

You’ve outlined the problem, and, if you’re doing your job, your audience is nodding along. Now it’s time to start talking about the solution.

However, that doesn’t mean you should launch into the features and benefits of your product just yet.

Rather than presenting your product, a good sales presentation draws a picture of what life could look like for a customer once they start doing things differently. How will their business or lives change for the better? How will their world change? Importantly, how will they reduce spending and increase revenue?

Then you can start talking about your solution and the features that can make this brave new world possible. Do this in a few ways:

Position your features against the old way of doing things

Present those features as “superpowers” that will solve your prospect’s problems

Compare those features to competitors’ features

Use a combination of some or all of the above

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Presentation Best Practices: Sales Presentations

The Power of a Great Sales Presentation: Convert Opportunity into Success

Today’s crowded market makes it tougher than ever to close a complex sale. Customers have access to enormous amounts of information, making it challenging for a salesperson to offer a fresh perspective on why their business offers the best solution or provides something that customers can’t find anywhere else. As complexity in the buying process has gone up, budgets have gone down and buyers have grown more worried about making the right decision. In such a competitive marketplace, salespeople need persuasive tools to convert opportunity into success.

The sales presentation is one of the most important tools available. When done well, a sales presentation can help build a connection with potential customers and distinguish your business from competitors. It can set the tone for all the conversations that will happen as the sales process progresses. Unfortunately, many of today’s sales presentations don’t account for all the variables required to truly connect with a target audience.

How to make a sales presentation

What makes a great sales presentation?

To take advantage of those opportunities, salespeople need to draw on the right techniques for putting together a compelling presentation. This begins with crafting a set of messages that push potential customers to think about their challenges and environments in a new way. Since different customers will have different concerns, messages must be presented in a form that is flexible enough to span a broad variety of issues. This is why many of the best sales presentations are modular systems that always articulate the business key value proposition, but allow the salesperson to tailor much of the content for the specific customer they’re addressing.

In addition to getting the content right, the sales presentation should deliver it in an interesting, persuasive way – a feat that storytelling accomplishes quite well. Studies show that storytelling can help sales messages resonate to a much greater extent than a straightforward description of product benefits. For example, a 2007 study found that showing advertisements in narrative form elicited more positive responses than ads that asked a test audience to think about arguments in favor of a product. Why is storytelling so impactful? Our brains process information by associating it with meaning. By connecting products to familiar themes and real people, a story can help audiences understand the value of what a salesperson is selling and make that information more memorable.

Powerful visuals are the final ingredient. Whether a presenter uses PowerPoint, Keynote, whiteboards, or a demo shown on a mobile device, the medium is only as good as what they do with it. With the right amount of thought and energy devoted to developing slides that complement the content, visuals can bring the salesperson’s story to life and help his customer “see” what he’s saying so they can understand and evangelize it.

Get the most out of your sales presentations

Presentations with great messages and equally compelling visuals take a lot of work to construct. With 78% of salespeople reporting that they usually put together their own presentations instead of using materials constructed by marketing, businesses may feel that salespeople spend too much time building slide decks and not enough time selling. A more effective and efficient approach can emerge from sales and marketing working together to construct a modular presentation framework that satisfies everyone’s needs. It might contain a core story that provides context on the business and its central value proposition, modules for different product lines or vertical industries, and a library of visuals and story assets tailored for different audiences and situations. The result is a presentation that stays consistent with brand and marketing guidelines while giving sales enough flexibility for a myriad of uses.

Just creating this modular presentation system isn’t enough. To ensure consistent usage, the business should create a training process to roll it out to its sales organization and help them internalize its key messages. This may include hands-on usage training, sales situation role-playing, and reference tools like a presenter’s guide with talking points and delivery tips. The easier the presentation is to use, the more likely it will deliver consistent results.


There’s no universal solution for crafting a great sales presentation. Each salesperson delivers their pitch a little differently, and nuances can help make any message resonate better with a specific audience. But by putting thought and energy into crafting and practicing your modular presentation in advance, businesses can make presentations a more powerful asset in the sales process.

/Key Insights

Tailor to audience and context

Choose your medium and your message based on the audience and the context of the presentation.

Adapt with modular systems

Instead of building a one-size- fits-all presentation, build a modular system that allows you to adapt to the customer’s needs.

Resonate with great visuals

Combining storytelling with great visuals will help your message resonate.

Hone your sales team delivery

Put thought and energy into rolling out a new presentation to your sales team and helping them hone their delivery.

How to make a sales presentation

You need leads. В SalesGig Pro can get them for you.

For those that haven’t heard yet, SalesGig Pro takes the hassle out of lead generation by doing the cold calling for you. Leave it to SalesGig to get your next appointment on the calendar. Once you’ve got that sales appointment, you’re ready to crush your sales presentation.

Since you’re leaving the cold calling to us, let’s make sure that you are set up to give an awesome sales presentation.

Four Steps to an Awesome Sales Presentation

Here is our four-step approach to crushing your next sales presentation.

Step 1: Research

Step 2: Prepare

Step 3: Wow them

Step 4: Follow up

Let’s walk through how those four steps break down and how you can use them to deliver a sales presentation sure to convert them to clients.

Step 1: Research

What do we mean when we use the term research?В There are quite a number of things that you could research.В An effective sales presentation begins well before the actual presentation occurs.В It all starts with research.

Before doing anything else you should have a firm understanding of who the company and your contact within the company are. What challenges does the company face? What does their customer journey look like? Check into the company’s past, present and future to help shape your sales presentation.

Step3: Prepare

Now that you know who your presentation is intended for and the audience that will be attending the presentation, the next step is to prepare. The focal point should revolve around the benefits of what you’d be providing, but rather focus on the challenges your prospect faces.

Salesforce said, “Salespeople should present themselves as a trusted advisor, not just a company representative.”

When preparing your presentation, try to keep it short and simple.В No one wants to sit through a 50-slide presentation as it tends to be overwhelming.

Ready to crush it?

Step 3: Wow Them

You’ve done your homework and you’ve created a presentation to be proud of. The next step is to go out there and wow them.

Remember that during your sales presentation you should keep an open dialogue.В Ask questions, engage with them – but don’t quiz them.В Consider including proof of the benefits your product or service will provide to them, such as case studies.

One of the most important things we could tell you about wowing your prospect with your presentation is this – before launching into your presentation, take the time to get to know those in the audience.В Ask them questions about their operations and goals.В This lets them know that you’re taking their company into account when going through your pitch.

Step 4: Follow Up

Prioritize the follow-up with the prospective company. Your presentation likely won’t lead to a sale right then and there, which is why your follow-up is so crucial to closing the sale.

Here’s the thing – sending a “just following up email” is likely to fall flat.В You need to personalize your email, highlight the main points and send additional resources to help them make their decision.В Provide value to them instead of just coming off as a pushy salesperson.

Get Your Next Appointment on the Calendar with SalesGig Pro

Now that you’re armed with the knowledge on how to crush your next sales presentation, the only thing left is to book the appointment so you can deliver your awesome sales pitch.В That’s where SalesGig Pro comes in.В With a team of expert sales professionals on our team, SalesGig is poised to help you generate qualified leads and get some appointments on your calendar.В Get in touch with us today to learn more: [email protected]

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the “When inside of” nested selector system.

  • fwegerg
  • sfsdg

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the “When inside of” nested selector system.

Combine efficient storytelling with Zoho Show’s professional slide design to persuade your audience and close the deal. Create a killer presentation that highlights a need and positions your product or service as the best solution for your prospects.

Power up your decks with our free resources

Pick from our sales templates and slides to craft a sales presentation with the perfect value proposition. Quickly choose high-quality images and videos that resonate with your prospects using Show’s collection of add-ons to increase conversions and drive more sales.

Create visually engaging sales pitches

Add infographics and illustrations to create visually compelling slides for your next sales pitch. Use interesting animations or high quality videos to enhance your information and leave a lasting impact on your customers’ minds.

Store sales decks in a central repository

Save your teams the hassle of creating slides from scratch for every new sales presentation. Add your branded slides to a central library and enable access to customer-facing teams in your organization. Repurpose existing slides and share success templates across the company.

Store sales decks in a central repository

Save your teams the hassle of creating slides from scratch for every new sales presentation. Add your branded slides to a central library and enable access to customer-facing teams in your organization. Repurpose existing slides and share success templates across the company.

Collaborate with multiple teams

Sales and marketing teams can work together to draft an effective and successful client proposal using Show’s templates. Coordinate with the marketing team and engineering team, incorporate their input, and create a sales deck addressing the unique needs of your prospective clients.

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How to make a sales presentation

Prospects tend to sit through a lot of sales presentations — from traditional in-person meetings to online meetings, the latter of which is increasingly used due to remote working environments and travel restrictions. Even as the format of sales presentations evolves, this part remains true: when a business comes to a prospect with a sales pitch, the right elements need to be there for it to be effective.

So what are the right ingredients in this recipe for sales success? Here are the principles we think matter most.

1. Personalize the Presentation to Your Prospect

Think back to your initial conversations with a prospect, or the details they provided via an online form. Perhaps they mentioned an interest in a specific product line, or maybe they made note of the pain points that brought them to your business in the first place. Whatever the case may be, let these insights be a guiding force in the direction of your sales presentation. When your audience feels more understood by your brand, they are far more likely to take you up on your sales offer.

2. Keep Things Simple & Direct

Businesses have a lot they want to share about their product, but it’s how this information is communicated that can make or break a successful sales presentation. Whereas a 30-slide presentation that goes into deep detail is likely to overwhelm your audience and cause them to tune out, a visually-driven presentation that focuses on key data and messaging is much more apt to keep prospects engaged. The more efficient you can be in the delivery of a presentation, the more time you’ll have to create meaningful dialogue with prospective buyers.

3. Let the Audience Ask Questions

Questions are bound to arise as prospects tune into a sales presentation — and when they do, there should be an opportunity to voice them. While this has traditionally come in the form of a Q&A session at the end of the presentation, taking questions during a presentation can provide clarity to prospects throughout the pitch and give you (the speaker) a better gauge of when to pivot the conversation, if needed. Meanwhile, you can close your sales presentation in a more meaningful way — whether that’s a recap of your main points, a concise story or a call to action.

4. Pair Conversation with Tangible Items

It’s one thing to hear about your product(s). It’s another to see it firsthand. With a custom case designed to fit the dimensions and technical needs of your products, you can securely take your product samples with you to sales presentations — even when dealing with products as delicate as spinal implants. Upon arrival to doctor’s offices (or wherever your destination may be) or through the computer screen, you’ll be able to efficiently showcase your products to busy communities and further establish your credibility as a brand with a polished, professional look.

Make your sales presentation cases as compelling as your product. With the help of Cases By Source, we’ll design and manufacture a solution that is sure to enhance your presentations. To get started, schedule your free consultation.

How to make a sales presentation

Pat yourself on the back for finding leads for your sales operation, but now it’s time to buckle up and prepare a killer presentation that will help you to close deals! How are you planning to make your sales presentation a compelling one? Here are some great tips that will help you give a successful sales presentation that will surely assist you in closing deals.

Tell A Story, Don’t Just Present Stats

According to one research by Chip & Dan Health, 63% of all the people in a presentation remember stories, and only 5% remember statistics. Well, this research truly defines the real power of storytelling.

While you are giving a sales presentation, don’t overwhelm your audience with stats. Instead, tell a story or present a narrative based on the problem and how your product or service is solving it.

Capture the feelings and frustrations of the domain you are tackling and show how your product or service is the way forward. The story can be anything, from how the service/product changed your life to how your company adopted it; just focus on storytelling and present stats when necessary.

Use the Power of Visuals

Nobody likes to read a paragraph full of text and no visuals. And the same goes for the mentality of your audience in the sales presentation. When preparing a sales presentation, make sure to include visuals that go along with your idea.

Words are powerful. But according to Neo Mammalian Studios, the human brain processes visuals 60,000 times faster than text. Use the power of visuals to simplify the complex stuff in your presentation and see how your audience will engage and help you close more deals.

The main takeaway is to complement text with meaningful visuals so that your audience can fully immerse themselves in what you are selling.

Know Your Audience

According to IDC, nearly 57% of B2B prospects and customers feel that their sales teams are not prepared for the first meeting. When you don’t know about your audience, you won’t be ready to make your mark.

Knowing your audience is essential to closing deals. If you are clueless about the people who you are presenting to, you won’t be able to connect with them and lose the chance of turning them into customers.

Make sure to do some extensive research on the party you are going to be briefing. Learn about their values, mindset, and everything in between to sell your product or service to them in a tailored fashion.

Engage Audience During Presentation

Sales presentations that are dominated by one-side often end up bad for both parties. Effective sales presentations are like a two-way street where both the presenter and the audience have somewhat equal responsibility for engaging. But it all depends on the presenter. If the presenter is doing a monologue, the audience will not feel comfortable to engage.

As a presenter, you must go slow and build a friendly relationship with your audience along the presentation to open the gate of engagement. Avoiding rushing and allow your audience to ask questions during the presentation.

You are a human and not a robot.” Think about this phrase before giving a sales presentation. Break the stereotypes and be engaging with your audience by making an emotional connection, using approachable non-verbal communication, and working on your authentic voice.

Value and Money, In That Order

Never ever talk about price or money before you are done showcasing the value of your product, service, or solution. One of the golden and all-time rules of sales is to never talk about price before value.

If you first start to talk about your solution’s price, the chances are that your audience will label your solution as a commodity. They will begin to think that the solution you have come up with is all about funding rather than innovation.

While giving a sales presentation, stress more about the value of your product or service. This way, you are highlighting that your solution is more than just a wholesale bandage that can be found somewhere else.

So remember this when you are giving a sales presentation: showcase the value first. And then worry about negotiating the money or price of your product with the audience.

Don’t Spend More Than 9 Minutes Presenting

According to a survey conducted by Presentation Panada, 79% of people agree that presentations are boring. The human brain gets easily bored; that’s why you have to decrease your presentation time.

Divide your presentation into sections, and each section must not exceed nine minutes. Use this principle in every sales presentation, and you’ll see a positive engagement shift within your audience.

According to Gong, the sweet spot for winning sales presentations is 9.1 minutes. So what are you waiting for? Partition your presentation into multiple sections of nine minutes each and see the magic of time!

Make Your Presentation’s Last Minutes Memorable

The last minutes of your presentation must be effective and provide excellent value to your prospect’s time. Conclude your presentation with something memorable that positively impacts your audience. Whether you end your presentation on a serious note or joke, make sure it sticks inside the head of your prospect.

The last five minutes of your presentation will decide the outcome, so make sure that you are full of ideas and energy to end things in your favor. Leave an impression that will make your prospect feel viola.

One way to make the ending of your presentation worth remembering is by outlining the importance of the product, service, or solution you are selling. And how the change can affect things. That’s how you make your sales presentation effective and close more deals! Speaking about closing more deals, Callingly is a Lead Response Management software built for the sales team to respond faster and close more. With Callingly, your leads will get calls within seconds, and every result will automatically be uploaded to your CRM. So what are you waiting for? Get a quote from Callingly today or register to get started for free.

Companies often create sales presentations for field sales reps as a support to their pitch. But how well do they actually make them? What happens if they’re badly done? How can you make sure you’re closing deals with a winning presentation?

Peter Norvig has a pretty strong opinion on the matter:

“My belief is that PowerPoint doesn’t kill meetings. People kill meetings. But using PowerPoint is like having a loaded AK 47 on the table: You can do very bad things with it.”

But why is the director of research at Google comparing a notable, harmless, presentation-creating program with a highly dangerous weapon? Well, he’s probably been to a few tedious meetings in his time, all made worse by a bad sales presentation that’s lost all its sense.

A presentation can be a sales rep’s greatest ally when closing a sale, either during a client meeting or when pitching in front of a handful of potential buyers.

However, sales reps are often stuck pitching using sales presentations sent to them by the marketing team, which more often than not fail to adapt to the needs.

So here’s some simple tips on creating a killer presentation that you can truly rely on.

Making a sales presentation that translates into a sale

For sales reps, a presentation is one of the most-common means of communication in the business world. However, it’s important to understand that not everything relies on appearance.

To create a good sales presentation, you need to know some basic patterns. The techniques that work are usually based on scientific reasoning. For example, how we process information, how well we pay attention, the way in which we communicate with one another etc.

Let’s look at some examples…

#1. Focus on your client’s needs

You need to know these from the start.

Going back to the very first founding father of your company and running through the timeline from then until now, noting all milestones with pie charts of the market quota might seem like a good idea, but the truth is, it’s not all that useful. Why? Well because you’re talking about yourself (or at least the company you represent) and no one else really cares…

The same goes for details such as going over the invoice volume or super important partners that you’ve signed sales deals with.

Now don’t get me wrong. In any concrete case, some of this data can be put to good use. Usually, however, it serves little purpose because it’s all about you and not the client (i.e. the one who really matters here!).

Therefore, before going into great detail about how great you and your company are, stop and ask yourself: “How does this relate to the needs and interests of my client?”. “Does this section of the presentation focus on any of their pain points?” If the answer is “no”, remove it from the presentation.

#2 Forget about features, focus on the benefits!

Following on from our previous point, what interests customers the most is listening to (or in this case, visualizing) the benefits of your product or service.

It doesn’t matter if the product is manufactured with a wonderful, new, but ultimately irrelevant type of polymer if it failed to solve a need of an industry competitor, or one of their own.

Let’s say for instance you sell razor blades. They are made of stainless steel, which is great! However, that in itself is not important. What matters is that as a result of them being made of stainless steel they last longer and consequently save money.

That’s what your clients and prospects are interested in – the benefits.

The same thing would apply if you sold extendable selfie-sticks. The important thing is not that it only measure 7 cm when folded; the important thing is that you can carry it anywhere with you in your pocket.

#3 Numbers, facts and figures – Better lay them out in graphics

“A picture paints a thousand words”

And so it remains for presentations, too.

Bombarding your viewers with numbers, percentages, statistics and some more numbers isn’t going to help them get a better understanding of how it is your product or service is going to help them.

When it’s necessary to communicate this information, better do it through a graphic or a more visual alternative. But if you want the graphics to not only look nice but actually contribute to the sell, try applying the following principles:

  • Try to use as few as possible. Two, better than three. If you can get it down to one, even better!
  • Highlight only the information that contributes to the sell. If everything stands out, nothing stands out.
  • Use only 2D graphics. Although 3D is fashionable and seems to catch the eye, they can actually be counterproductive. With a 3-dimensional chart or diagram the brain must interpret extra information (such as the complex spatial relationships between the height, width, and depth of the bars or pie segments). The two dimensions work perfectly and fulfill their purpose: that the information is understandable with a single glance.

#4 Try telling a story

People love a good story, and it’s been that way since the beginning of human culture. Whether through oral history, writing, or more recently film, television and even video games – storytelling permeates throughout. That is why it has become such a popular marketing technique with some studies indicating that users retain up to 26% more information.

You may be asking yourself, “and how exactly do I go about applying storytelling to my sales presentation?”

Well, through success stories.

Tell stories about your customers’ success using your product or service. What problems did they face? How did your company help overcome them? Where are they now and how has your business helped them get there?

Remember to tell it using real names, real companies and real life examples – in fact, why not try getting them to tell it for you, from their own perspective. Nothing is more authentic than the real thing.

Another thing, try not to lie; invented cases stand out like a sore thumb and do nothing but damage the credibility of your company.

#5 Get the customer to visualize themselves using the product

It is not enough to simply say how good the product is, nor will just explaining the benefits it has for the end user suffice.

You must get the customer to visualize themselves using your product or service.

Put them in a situation where it benefits them or their team in the future. Using mobile CRM as an example, it’s important to place emphasis on how the sales team could utilize the product while on the move.

Again this is best achieved through graphics, product videos and customer success stories, rather than a lengthy product description.

At ForceManager we have always been acutely aware of the needs of field sales reps. That’s why our personal sales assistant includes the ability to host visual presentations and other supporting materials for sales visits, accessible on or offline via the cloud.

You can deliver your business presentation to the customer comfortably from your tablet, smartphone, or a laptop connected to a projector.

Make PowerPoint / Keynote a valuable ally for your sales strategy!

How to make a sales presentation

Online sales presentations have become a critical part of almost every B2B sales process. Presenting online reduces many of the cost and time barriers associated with traditional in-person presentations, while modern conferencing technology makes it possible to deliver all of the benefits.

Yet modern technology also presents unique challenges to the sales presentation. The perceived privacy afforded by an online meeting environment means potential customers are more likely than ever to be distracted by texting, messaging, emailing, or even online shopping.

Coach your reps with these 12 tips to give engaging online sales presentations that consistently hold people’s attention and result in more closed business.

1. Do Your Homework

Attendees will tune out if they perceive the presentation’s content as irrelevant. An engaging online presentation begins with understanding the potential customer and where they are in the buying process, and then tailoring the content to meet their needs.

2. Get Them on Camera

When possible, your reps should ask prospective clients to join them on a video conference for the presentation. When attendees know they will be visible to the presenter and others viewing the presentation, they’re less likely to tune out or multi-task.

At The Brooks Group, we use Zoom video conferencing – it’s simple and prospects and customers can easily join the meeting even if they’ve never used the software.

3. Capture Attention Early

Attendees will judge the value of the presentation within the first few minutes, deciding quickly whether it deserves their full attention. Coach your sales reps to start the presentation with a good story, a surprising statistic, a challenging question, or another form of attention-grabbing content.

4. Be Enthusiastic

Enthusiasm sells. It also compels attention.

Nothing turns a listener off faster than someone droning on in a bored tone of voice. Encourage your sellers to bring their enthusiasm and their excitement to the presentation, as well as their compassion for the pain of their potential clients.

5. Tease the Audience

Research shows that our brains will hold on to an unsolved mystery, and will stay alert until the mystery is resolved.

Many great online presentations give the audience something to be curious about at the beginning, and then promise to resolve their curiosity at the end of the presentation. For instance, the presenter may ask a question or tell a story to which the answer or ending is revealed later.

6. Use Great Visual Aids

The more parts of the attendees’ brains your reps can engage, the more likely they’ll pay attention—and remember the information later.

Encourage reps to include visual aids such as graphs, charts, relevant images, and infographics in their presentations. Tip: work with marketing so that your team has what they need, and to ensure brand consistency.

In addition, you should remind your reps to keep the text on their presentation to a minimum.

7. Include Video

As we all know by now, video is most people’s preferred way to consume content. An audience is more likely to stay engaged and remember content that they’ve viewed in video format.

Equip your sellers with relevant clips to insert into presentation slides, including both product videos and non-product oriented content, and train them how to use them.

8. Ask Relevant Questions

Attendees who are asked to participate in a presentation will naturally be more engaged.

Coach your reps to ask questions throughout the presentation, both to increase attendee alertness, and to gather valuable feedback that can be used to tailor the presentation as they go.

9. Invite Questions Regularly

In addition to asking questions, train salespeople to pause periodically during the presentation and spend the time to invite questions from attendees.

This habit is a great way to make sure the audience is following the presentation and to gauge their level of interest.

10. Provide Something for Everyone

Not everyone relates to online presentation content in the same way.

Where one buyer may appreciate a pertinent data point, another may feel moved by the associated story. Top presenters take this into account and tailor their presentation content to appeal to the buying behavior styles of the individuals they’re presenting to.

11. Only Include Relevant Features and Benefits

Your product or service likely has a long list of features and benefits. Remind your sales reps that not every one will be relevant to every buyer.

Coach reps to determine through their questioning strategy the wants and needs of the buyer, and then pare down the presentation to only include the most relevant and attractive information.

12. Don’t Overstay Your Welcome

No matter how engaging the presentation is, attendees have other things they get to that day.

Presentations that go longer than the agreed-upon time will almost always create friction with potential clients, so remind your reps not to go over! They should keep presentations tight and schedule a follow-up while their prospect or customer is on the line.


At their core, sales presentations should be focused on providing value to the prospect or customer.

When your sales reps use a buyer-focused sales process like IMPACT Selling ® , they can craft an online sales presentation to match the buyer’s behavior style and present in a way that doesn’t waste anyone’s time.

The system is now available in an online format, making sales enablement more accessible and convenient than ever.

Discover the benefits of IMPACT-U ® online sales training and request a demo here.

Congratulations! You made what seems like a million phone calls to get to this moment — a one-on-one meeting with a qualified sales prospect. Now is not the time to start sweating about the possibility of blowing it. Brush up on your people skills to make sure your first impression is a good one.

First of all, it’s important to realize that first impressions do carry a lot of weight. Based on experiments conducted by two Princeton psychologists, you only have a matter of seconds before a person is already making judgements about your credibility, trustworthiness and likeability. You can increase your chances of making a first great impression with the following 5 tips.

  1. Be confident. Of course, there’s no magic pill to gain confidence — but confidence comes from knowing your stuff. And you can gain plenty of confidence by reviewing your company’s products and services, and then taking it a step further by gaining insights on how they helped current clients achieve results. Before heading to your meeting, be confident that what you have to offer can be a great solution to the challenges your prospect is facing.
  1. Study the client. Don’t go into a meeting blind. Prep beforehand, making sure that you have spent time researching the company as well as any data insights gathered on the client as part of the company’s inbound marketing process. Being prepared can help you better connect with the prospect and gain their confidence that you cared enough to do your homework.
  1. Offer a firm grip and a smile. Some things never change, and this is one of them. A firm handshake provides yet another way to make a connection and show that you’re engaged, warm and trustworthy. Produce a weak handshake, and you’ll convey that you’re hesitant. Too strong, and you may come across too aggressive. Practice the art of the handshake with a friend or co-worker. Throw in the winning smile for extra points.
  1. Break the ice. Don’t come across too formal right out of the gate. Small talk can ease you into a comfortable sales presentation. If the company has posted something in social media during the past couple of days, you can casually mention it. Or, if nothing else, comment on the weather.
  1. Wear appropriate clothing. As part of your research, find out how formal or informal your prospect’s work environment may be. If the company has a laid-back work environment — in other words, employees are walking around in blue jeans and T-shirts, don’t overdo it with a two-piece suit. Don’t try to adapt too much either. Slacks and a dress shirt may be appropriate in this situation. Be relatable.

When you’re searching for ways to do sales better, look to MonsterConnect to help out as many other sales teams have. Our sales prospecting enablement solution can help you make a connection with prospects quicker. Find out how by requesting a demo.

To say that sales pitches can be tough and intimidating is an understatement. Not only do you not know this person, but you have to convince them it’s a good idea to work with you and invest in your product or service. Over time, you may find the successful sales tactics you used in the past aren’t working anymore, so it’s back to the drawing board to think of a new and improved effective sales pitch for 2020 and the coming modern times.

A great sales pitch is ultimately about building trust, but that’s not all. So, how do you know how to change your pitch accordingly? How can you make sure you have your client engaged right from the get-go? Here are some tips you can follow when it comes to creating a sales presentation in 2020.

1. Get To Know Your Client

First and foremost, actually knowing the client is of utmost importance. While this may not be as easy as it sounds, but getting to know their needs, goals, or even purchasing habits is important in determining how to engage with them, exceed their expectations, and tailor your services accordingly. This can be accomplished by investing time in social media insights and engagement and leveraging that to your benefit (and theirs).

2. Make Sure Your Sales Presentation Is Clear & Concise

You need to be clear and concise in order to get your point across. Use precise language and short sentences that clearly conveys what you’re trying to accomplish, but make sure those words are also easy to understand. You may be familiar with your sales language, but the client you’re pitching to isn’t. However, if you do end up using a different vocabulary, include the definitions in your sales pitch so they’ll appreciate that you’re trying to help them understand your product or service more clearly.

How to make a sales presentation

3. Personalize Your Presentation For The Specific Client

What goes hand-in-hand with getting to know your client and making a clear and concise sales presentation? Personalizing your sales presentation. This can be done in a few different ways, like paying close attention to the types of colours they use on their website, or even including their company’s name in the title of your presentation. More importantly, explain how you plan on tailoring your specific services to meet their particular wants and needs and make it clear that you’ve listened to their goals.

4. Tell A Story

Yes, keeping your sales presentation clear and concise is important, but so is telling a short story to be able to connect with your client. They want to know the correlation between you and them. Stories are also memorable and also a great way to address any concerns the client may have. And, let’s face it, sometimes a sales pitch can be a bit…boring. But a story is a great way to keep people engaged and interested in what you have to say.

5. Test Your Equipment

Always. Test. Your. Equipment. First. Since 2020 began, people have really had to adapt to online sales presentations, unfortunately, not everything runs smoothly when it comes to technology. So, before you even begin your sales presentation, do your due diligence and check all of the equipment you’ll be using so you’re not left surprised by an issue a few minutes before your presentation is set to begin!

6. Let Them See You Take Notes

People appreciate an interactive and engaging sales presentation, but they also love it when the salesperson (you) is actually interested and not just making another sales pitch. This is where note-taking during your sales presentation comes in. Not only does this make you look more professional, but it also helps you remember what the client said about a particular product or service, lets them know you have incredible listening skills, and it can improve your follow-up call with that client since you’ll have jotted down key information you may have forgotten otherwise.

7. Believe In The Product Or Service You’re Selling

You’ve probably heard it before, but we’re going to quickly remind you that you have to believe in the product or service you’re selling. And clients will know if you really do or not just by the way you present yourself and speak on the matter. Believing in your product and service makes all the difference in the world and also ultimately helps the client make a well-informed decision.

8. Maintain Eye Contact Throughout

Even if your sales presentations are done online, you should still maintain eye contact through the camera lens. It will help the client feel more involved, so they don’t feel like they’re just watching another online video, but it also helps you make a more personal connection with them. Is making eye contact sometimes uncomfortable? Yes, but that’s why you should take the time to practice this before diving into sales presentations.

9. Sound Excited & Interested

Have you ever watched an informational video in a high school classroom that bored you even though the topic was interesting? Adding excitement to your voice can also make all the difference in the world, otherwise, you’re going to lose the client’s interest. This also refers back to believing in the product or service that you’re selling. If you don’t sound enthusiastic about it, why should the client?

10. Know When To Stop

A good and trusted salesperson knows when to stop making their sales pitch. While upselling can certainly be important, sometimes you may just be wasting your time and energy and even ruin your relationship with that potential client for good. This is why, in some cases, saying less is more. Look for signs of disinterest and, if need be, ask when a better time may be to continue your sales pitch on their terms and thank them for their time.

You Don’t Need To Go Overboard

So, what makes a good sales presentation ? There are many things that can help you improve your sales pitches and presentations whether they’re online or in-person. Some of those things include preparing ahead by ensuring your equipment works, taking the time to personalize your sales pitch according to their particular service, wants, and needs, making sure your presentation is clear and concise, and overall, showing how much you’re interested in the product and service yourself. These tips will help you make a better connection with your potential clients by keeping them engaged and building a trusting relationship between you.

A sales presentation is a great chance to progress or even complete a sale. It’s up to you to make a truly effective presentation.

Sales presentations – overview

Our guide to planning, structuring and delivering a sales presentation to get across your key points in a persuasive way – and make the sale.

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A good sales presentation is the key to transforming your next prospect into your next customer.

As a matter of fact, the best sales decks out there will not only convince people to try out your product—they’ll make your business come across as the de facto solution to their problems.

There is, however, one problem: you’re more of a product guy, and not exactly a top-tier sales person.

Or maybe you’re disappointed in your existing sales deck, and now looking for inspiration in hopes to improve it.

So what does a good sales presentation look like? How do you make your prospective customers think “this is the product I need”?

In this blog post, we will look at how top brands craft their sales decks, and explore some of the best presentation templates out there—to replicate them for your own business.

But let’s start with the basics: what is a sales presentation?

What is a sales presentation?

A sales presentation, sometimes called sales pitch or sales deck, is a line of talk that attempts to both introduce someone to your product as well as convince them to buy or try it out.

It is not enough for a product to be better than that of the competition if your prospective customer doesn’t perceive that it is.

A great marketer knows this and will not linger on features, but rather focus on understanding the customer’s pain points and what they want vs. don’t want.

Then, using that information, they will craft a presentation that directly speaks to the buyer—with a clear overview of the product or service, and a tailor-made solution, emphasizing and leveraging the pain points that were previously researched.

To put it more succinctly, a good presentation consists of three parts:

  1. Introductory statement with the “main” problem
  2. Value proposition, A.K.A. what your service or product does
  3. Client-specific solution

How to make a sales presentation

But enough about theory: let’s have a look at actual examples of businesses performing this simple, 3-step process to create their sales decks.

Sales presentation examples

We’ve analyzed a couple of PowerPoint presentations to try and understand what these companies are doing right.

1. LeadCrunch

LeadCrunch is a B2B lead gen business. With a sales deck of 21 slides, they execute the following strategy in their presentation:

  1. The problem: “[to keep up with sales], your company resorts to more people, more data, and more filters, which yield diminishing returns…” (slide 4);
  2. Our value proposition: “we provide a deeply customized sales model for every customer” (slides 7 to 10);
  3. The solution: “we use AI to capture more good leads and fewer bad leads—here’s how it works” (slides 11 to 17);

There’s a couple more slides sprinkled in that are worth mentioning as well here:

  • Slide 3: show that companies that understand and have dealt with the problem at stake are thriving;
  • Slides 12 & 13: this is a slideshow, after all: don’t hesitate to go all-in on visual to help your customer understand what it is that your company does;
  • Slides 18 to 20: social proof and reviews always go a long way for a first impression.

2. Relink

Relink uses AI and data to connect applicants to jobs, and jobs to applicants.

Relink uses the same structure: problem > value proposition > solution. With this example, however, I’d like to emphasize how conversational a slideshow can be.

Rather than focusing on the actual content of the slides and letting the PowerPoint do the work for you—use your slides as a tool to connect with the audience.

For example: slides 7, 8, and 9 are difficult to understand by themselves, and if you leave your client alone to just read the presentation, they will most likely be a little lost there.

That’s because these slides are not meant to just be read, they are here to put the focus back on the presenter. At this stage, the slideshow becomes a background—and the salesperson is again at the center of attention.

3. AppsFlyer

AppsFlyer is an analytics platform that helps app marketers measure different advertising-related signals such as in-app events, social ads, etc.

Software in general is one of the most difficult businesses to sell verbally. Just think of how you would explain Google Analytics to someone who has never heard of it, without being able to actually show them what the software looks like.

AppsFlyer is well aware of this, and instead relies on efficient imagery to create a slideshow that focuses on the visual to explain what their product is, and how it helps their clients.

4. Keptify

Keptify is a shopping cart abandonment solution.

They start the presentation with a bold statement: “Online stores are losing 76% of their customers”.

Although this slideshow could be used for any prospect, a simple, one-line statistic like this can also be customized for a specific business—if you are aware of their numbers, or average statistics of the industry.

Custom messages, obviously, will resonate with the customer, increasing your chances to close the sale.

Besides this, Keptify also does a great job at keeping their presentation short and to the point.

Clutter and too much superficial information will incite stress and confusion rather than help your customer understand what your business is all about: sometimes, less is more.

Slides to include in a sales presentation

So what slides should you actually include in your sales deck?

Remember: the most important thing in a sales presentation is to convince the prospect that you are the solution to their problem. After all, the goal is to lead to a sale!

Depending on whether you need a short or a long presentation, your slideshow should contain between 5 and 15 slides, and run for between 15 to 45 minutes.

With that in mind, here’s what you should include:

  1. Introduction (as eye-catching as possible);
  2. Problem
  3. Value proposition
  4. Solution
  5. Competition
  6. Cost, financial details
  7. Reviews, social proof
  8. Team
  9. Closing statements

Wrapping up…

There you have it—a complete analysis of what makes a sales deck great, and how you can replicate the success of other companies for your own business.

Feel free to go ahead and adapt any of those presentations for your own sales pitch—and convert some more prospects into customers.

As always, let us know what you think in the comments below.

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Posted on: October 15, 2021

Reading Time: 5 minutes

Category: B2B Sales


How to make a sales presentation

They say that those who tell stories rule the world.

Our aim is just a little lower. We’d like to show you how you can weave narrative, suspense and storytelling into your pitch deck.

You may not rule the world buy you’ll have a better chance of closing that deal.

‘The most amazing thing for me is that every single person who sees a movie brings a whole set of their own unique experiences, but through good storytelling, you can get everybody to clap at the same time, to laugh at the same time, and to be afraid at the same time.”
Steven Spielberg

Sales presentations vs sales pitches

A sales presentation is a sales pitch on steroids.

It’s a bigger deal, in every sense of that word: conversations and emails have taken place and the deal has finally reached the stage where it could be closed.

This is the moment to call in the big guns: the presentation enters the scene – usually accompanied by a large meeting and an impressive demo.

Even the most hard-nosed salesperson can get a bit jittery on the day of the presentation.

After all, they may pitch all day but this is a pitch on steroids.

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Storytelling in sales presentations

“And do you know what is the most-often missing ingredient in a sales message? It’s the sales message that doesn’t tell an interesting story. Storytelling…good storytelling…is a vital component of a marketing campaign.”

[All quotes, unless otherwise noted are taken from The Storyteller Agency]

The classic pitch deck starts with a few slides of company info swiftly followed by features and benefits… yawn!

Your prospects do not care about your company, and as for your finely crafted lists of features and benefits… purlease!

What they care about is their challenges.

And what they want to hear is a tale of how you can solve these.

So, tell them a story.

We all love a story that’s relevant to ourselves.

“No tribal Chief or Elder has ever handed out statistical reports, charts, graphs, or lists to explain where the group is headed or what it must do.”
—Peg Neuhauser, Business Consultant

A story can bring your presentation to life.

Wrap those statistics, facts, quotes and figures up in a neatly tied narrative bundle and watch them come to life.

“Stories are how we learn best. We absorb numbers and facts and details, but we keep them all glued into our heads with stories.”
—Chris Brogan, Marketing Consultant

And if your story happens to be about a customer who overcame the same challenges as your prospect, then you are well on the way to writing yourself a happy ending.

Stories are persuasive.

And we all remember a good story.

“Great storytelling can make the difference between someone paying attention to you and someone just tuning you out.”
Christopher S. Penn, Digital Marketing Authority

Stories foster understanding – and people buy things that they understand.

Here’s how you can make sure they understand.

Kick-off with a problem

Storytelling is by far the most underrated skill when it comes to business.”
Gary Vaynerchuk, Entrepreneur

No story delivers its denouement in the first few pages: instead, it will offer a problem that needs solving.

And this problem should be far from universal but very personal to your prospect. In fact, everything in your story should be about the value that you can offer them specifically.

But the hero of your story is change: the change to their business, industry, skills, or to the technology they use.

And you are the hidden force behind this change.

Have a side story about what might happen if your prospect doesn’t change, bringing to life the consequences of not taking action.

“Facts tell, but stories sell.”
Bryan Eisenberg, Online Marketing Guru

Throw in the solution

Stop! Do not insert that slide about the features and benefits.

That is not the narrative way.

What you need to do next is paint a picture of what life could look like after change happens.

How will their business or lives change for the better?

How will they spend less but earn more?

And now you have the ‘happily ever after’ in place you can introduce your product/service as the hero behind change.

Everyone will be really keen to meet it.

“Marketing is no longer about the stuff you make but the stories you tell.”
Seth Godin, Marketing Guru

Start with a bang (not a whimper)

The best stories have you hooked before they have even started.

“Later, as he sat on his balcony eating the dog, Dr Robert Laing reflected on the unusual events that had taken place within this huge apartment building during the previous three months.”
J.G. Ballard, High-Rise

“Hale knew, before he had been in Brighton three hours, that they meant to murder him.”
Graham Greene, Brighton Rock

“As Gregor Samsa awoke one morning from uneasy dreams he found himself transformed in his bed into a gigantic insect.”
Franz Kafka, Metamorphosis

The best presentations do exactly the same.

They start with a problem and work towards a solution.

How to make a sales presentation

Creating a sales presentation is simple. However, as many of us know, creating a successful sales presentation isn’t always so easy! There are, of course, many different factors that contribute towards an effective pitch, but one of the most important – and one of the most overlooked – tends to be value.

After all, there is one thing that practically all successful sales pitches have in common: they all make the perceived value of the product they’re selling surpass the value of the money a business will spend. At a time when many businesses want to reduce spending, product value has never been more important.

Real Value vs. Perceived Value

Of course, in most cases there will be a notable gap between the real value of the product and the perceived value. The ‘real’ value is what the product means to you. As the supplier, you know how much a product has cost you in terms of money, time, effort, sourcing, manufacturing, and so on. But these don’t mean much to a business customer. ‘Perceived’ value is what the customer sees, so as a sales representative it’s essential to spend some time considering what aspects your customers will value.

It is often believed that businesses will look for the lowest price by default. However, research suggests that roughly the same percent of businesses look for quantity or quality, which suggests that perceived value is based upon a combination of the cost of the product, the amount of product, and the quality.

Creating a Successful Sales Presentation

Some aspects to focus upon in a sales presentation to boost the value of your product include:

  • Sharing brand information
  • Showing the story behind the product
  • Highlighting the quality of the product
  • Focusing on unique selling points, e.g. product sustainability
  • Demonstrating use of the product
  • Explaining the impact of an absence of your product to your customer
  • Comparing the impact of your product to solutions offered by competitors
  • Discussing ongoing support and after sales care

By understanding and marketing valuable product aspects, you can boost the impact of your presentation, and increase success by encouraging businesses to consider more than just acquisition cost.

Consider that, while many businesses will be able to easily identify gaps in their working for which your product could form a suitable solution, relatively few will fully understand how they will benefit from fulfilling these requirements. A sales pitch should outline the value of the product to the customer, going beyond the surface product features and looking at how the product fits into the ‘bigger picture’. This is one of the most effective ways to add value to your sales presentations, and boost your customer base.


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No matter what you’re selling, you’re more likely to attract customers if your sales presentations are dynamic. There are many ways you can ensure they are interesting enough to make the right impression. Including video is one example.

Video and visual communication are helpful for several reasons. For one, video ensures a consistent experience for everyone who views your sales presentations. While the way in which you pitch your product might vary from one presentation to another for various reasons (such as your mood, comfort level, etc.), at least the video elements will always remain the same. This gives you the peace of mind that comes from knowing you’re always giving a quality presentation.

Additionally, a video may serve as a full sales presentation itself. This can help you save time and money. When traveling to deliver a sales presentation in-person isn’t an option, you can send a video to your prospects.

That said, using video to improve sales presentations will be a more effective tactic if you keep certain tips in mind. They include the following:

Demonstrate the Product

This may seem like an obvious tip, but it’s an essential one. It’s a good idea to include clips of people using your product in your sales presentation videos for one key reason: Doing so allows you to show your product in its best light.

Showing how to use your product by using it yourself for each and every sales presentation can be risky. There are many ways a demonstration may go wrong. For example, perhaps you’re demonstrating a piece of software, but technical issues are preventing you from doing so in a way that’s likely to impress busy members of the Executive Suite. Or, you may be nervous during a particularly important sales presentation, and could therefore make mistakes, like forgetting an important step in the process when demonstrating how to use what you’re selling.

You don’t need to worry about this when you have a video showing off your product. You’ll know it will look perfect for every presentation.

Include Testimonials

Sales experts often highlight the importance of testimonials because they genuinely are valuable. Many surveys indicate everyone from the average consumer to a CEO will be more inclined to purchase something if others have vouched for its strengths.

However, some testimonials are more effective than others. Testimonials that are in text form don’t have the same impact as those that involve live customers speaking about why they love a product. A testimonial featuring an actual person will add more emotion to their words, cementing just how strongly they feel about what they’re describing.

Can you bring your happy customers with you to every sales presentation? No. If you did, they wouldn’t remain happy customers for long. Luckily, you can include clips of them delivering testimonials in your sales presentation videos.

Create Multiple Videos

Depending on the nature of your product, it may be wise to create multiple videos. This is true if the needs of your potential clients can vary on a case-by-case basis.

For example, perhaps you’re selling software that has a range of features. Maybe it includes a suite of marketing tools as well as project management and coordination tools.

Some clients may be more interested in the marketing features, while others may have more use for the project management features. Instead of boring potential customers by showing them long videos that include information they might not find relevant, create several videos (or break one video up into sections) to provide a more valuable experience.

Discuss Your Mission

Your main goal during a sales presentation is to explain the very practical ways your product can solve a customer’s problems. That said, you could also discuss your mission and values. This may result in a sales presentation that’s more memorable than others.

Discussing your mission simply by talking about it will have less of an impact than a video can. With a video, you can add music, images related to your mission, and other such elements, tapping into the emotions of a potential client.

Create Stellar Sales Presentation Videos With an Easy-to-Use Tool

Don’t assume you’ll need to hire a full production team to create effective sales videos. Powtoon is a user-friendly tool that makes creating videos an easy and intuitive process you can master on your own. Sign up for free today to get started!

How to make a sales presentation



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How to make a sales presentation

Sharing your pitch with people who are working remotely is today’s new normal. And now that you’ve conquered your technical challenges, it’s time to focus on managing distractions and making virtual chat fatigue a thing of the past. How do you connect with your audience and make your virtual sales presentation memorable? Here are 6 tips to try:

1. Create a Personal Connection With Your Ice Breaker

Start off with an enthusiastic opening that includes a personal touch. Creating this bond sets an open tone that can create a comfortable audience, build trust and drive open dialogue after the meeting. Use that “waiting for people to arrive” time to your advantage and get that energy flowing. Ask questions relevant to the meeting that also relate to your audience. Keep it light and upbeat. When participants are on, start with a quiz about the business, provide trivia related to the product or service, or ask about everyone’s first job.

2. Use Emotional Cues

Just because your audience can see your face and hear your voice, that doesn’t mean the engagement level is the same as an in-person meeting. Yes, video allows you to see some of the facial cues you’re used to with in-person meetings, but not all. Dial up your voice cues to replace visual cues to make your communication crystal clear. Vary the pitch and cadence of your voice. If you notice yourself nodding, make sure to communicate that agreement vocally because your video might have frozen or your host might be looking elsewhere. Go above and beyond to establish that emotional connection that leads to responsiveness and engagement.

Related: Whether it’s for your weekly staff call or a new client pitch, you’ll be prepared to present confidently, putting your best face forward with these five helpful and easy tips to make sure you’re camera ready.

3. Combat Virtual Chat Fatigue

Even the most interesting meeting can be draining. Your clients are looking at you and it can feel like a performance, even to those listening. Let them know to follow their own comfort level—to do what they need so they can pay attention to your content. For example, you can opt for a quick meet-and-greet at the beginning with everyone’s camera on to build the initial connection and then give the option to turn the camera off.

If your presentation is longer than an hour, build in break periods. Encourage stretching, refreshments or a quick burst of exercise (a desk yoga move) to reinvigorate focus. And don’t keep people guessing. Communicate the agenda ahead of the meeting.

4. Leverage Effective Engagement Techniques

Use Compelling Presentation Assets

Your PowerPoint slides become that much more important now that it’s their primary visual. Another tactic is to use transitions, videos and animations to break up the content and infuse another expert. Adding sounds and visuals keeps interest levels and energy high.

Encourage Dialogue With Your Audience

Asking questions along the way can do wonders for keeping your audience tuned in to your content. However, nothing is worse than when you ask someone a question and they’ve obviously been multi-tasking, so they need the content repeated—or multiple people attempt to speak at the same time. Avoid this by addressing the person first and then ask the question (this offers a chance for the person to be fully engaged). Try to engage your audience using the 5-minute rule.

Another way to keep people from talking over each other is through pooling or chat features. They give your audience an alternative means of communicating and contributing. Bonus points if you’re able to leverage another team member to moderate the chat window. (Your virtual meeting chat features will depend on your video conferencing platform.)

5. Incentivize the Experience to Generate Excitement

If appropriate for your particular sales audience, incorporate some fun by rewarding contributors along the way. Offer a quiz of key points with a grand prize at the end, make a cheeky bingo card, etc. Gamifying your meeting not only makes this a more inclusive experience, but it also grabs attention and will make your virtual presentation more memorable.

6. Remember the Meaningful Touchpoints

Get back to basics and stand out from the crowd by sending a handwritten thank you card after the meeting. Extra points if it includes a personalized gift that ties back to your presentation and can help foster that additional connection between the audience and your brand. Consider a gift certificate or care package from a local business until treating them to dinner is on the table again.

Likewise, here are some don’ts:

  • Don’t use the potato head filter
  • Don’t engage only the decision maker. Seek out input from the entire team to gain buy-in
  • Don’t let the virtual environment hinder you—think of how you can creatively engage your audience in the topic

Allow your personality to shine through. Include some surprising, fun elements. Drop in a celebrity cameo message with a personalized greeting or add some applicable memes throughout your presentation to keep it light. Instead of being one more presenter of yet another virtual sales meeting, why not use a few, simple techniques and show clients and potential clients who to connect with.

New technologies to bring people together virtually without losing the excitement and engagement factors of in-person events are in full force, and can be designed to appeal to various motivators outside of just recognition. Learn more about the technical aspects to virtual events.

February 23, 2021

Creating a sales presentation that wins clients can be a challenge in the best of times. But the world has changed drastically over the last year and it’s impacted how we do business.

Sales teams have had to adapt to the new normal of online calls and meetings by learning to give virtual presentations.

But how do you design a winning presentation that wins clients in 2021? We share three steps that will help you create and present a deck that no prospect can turn down.

Step 1: Research before creating your presentation

Research is an integral aspect of the sales process. When creating a sales presentation, you need to study the following:

  • Your client;
  • Their specific frustrations; and
  • The people who will be in the presentation room.

Research your client

You need to understand what your clients need and convince them you can deliver products or services to help them achieve their goals. The whole point of creating a sales presentation is to give your prospect a personalized experience that sells them the idea of a partnership with your brand.

So, how can you do that? Start by looking at the size and scope of the company. What is its mission? What are the values of the company’s leaders? Then, study the prospect’s industry. You may have other clients from that niche and you can learn from your experiences with them to reach this customer.

Use that information to map out the prospect’s customer journey, like in the example below, to understand how and why it needs your business.

If you know your client, you can create a deck that will capture its leaders’ attention and earn you a customer.

Determine its pain points

Studying your client company will make it easier to determine its pain points and frustrations — and how your company can step in to solve its problems.

Why would a company invest in a new product or service unless something is wrong with what it already has, or there’s a gap in its workflow that it needs to fill? If you know the kind of issues your prospect is dealing with, you can offer targeted solutions and insights that will make your brand more appealing, like in this slide deck from ProdPad.

This is a crucial step that you should keep in mind while creating your sales presentation.

Prepare for the target audience

It isn’t just the company and the slide deck that helps win a new customer — you need to know who from the client’s side will be attending the meeting. With this information, you can leverage the power of relationship selling when you’re creating a sales presentation.

The way you design your deck and the angle you use to tackle the meeting will depend on who will be representing your client, and what level they occupy in the company. If the decision-maker is someone who will be working directly with your product, you can talk about problem-solving.

For C-suite or high-level management representatives, you might want to pivot to a goal-oriented and metrics-focused presentation. All the hard work of creating a presentation will be lost on the wrong audience, so find out who you’ll be presenting to and tailor your deck and talk accordingly.

Step 2: Add visuals to the sales presentation

When creating a sales presentation, you must include a variety of visuals. This is necessary for keeping audiences engaged and breaking the monotony of reading too much text.

Remember, everything you say doesn’t have to be on the slides. People don’t have the time to read that much text. Your deck is supposed to be an accompaniment to your presentation, like the Zenefits deck below — if you wanted prospects to simply read the slides, you could have emailed the deck to them.

The thrust of your presentation is what you say and how you say it. So, what should go into your deck? A lot of strong, relevant visuals; icons can punctuate your paragraphs and act as bullet points. Stick to one theme throughout the deck so you don’t confuse your audience.

Pictures of your company, your team, your product in use, and happy clients and customers are a great way to humanize your brand. While charts and graphs are necessary visuals for a deck, it is the data storytelling that will engage and convert audiences.

There are numerous kinds of visualizations you can include in your decks, but if they aren’t helping you tell your story, avoid using them.

Step 3: Structure your sales presentation

You can’t create a sales presentation without a structure — that will completely throw you off your game and lose you the prospective client.

Here are the slides you need to include in your deck, and what you should add to them.

The opening slide

Your opening slide is your first impression — where you get straight to the point of your presentation. Don’t overload the slide with information and images; tell your client why you’re here and what you’re going to do, as you see in this opening slide.

Make a great first impression and then you can dive into more details about your presentation.

The content slides

The inner content slides are the meat of the presentation and, hence, very important. You can capture attention with a good opener, but you can’t afford to lose the audience thereafter.

Take a look at this sales deck from Zuora for inspiration:

Some of the slides they’ve included are:

  • What you know about your client
  • Who your company is
  • What your client’s pain points are
  • How your company can solve their problems
  • Stats related to your successes
  • Social proof such as testimonials and case studies

When you create these sales presentations, dedicate each slide to just one point. If you can swap a word out, replace it with an icon or image — visuals are much easier to absorb.

Ensure you have no more than three elements (text, visuals, headers, quotes, or graphs) on each slide, and add lots of white space around each element to facilitate better understanding.

The CTA slide

A call to action, or CTA, is essential for closing sales. No sales strategy is effective if it ends with the presentation; you need your prospects to act on what has been discussed at the meeting.

You can ask clients to reach out by sharing your contact details to facilitate further communication, or let them know that you will send them a proposal.

Create a simple but effective CTA slide, like this example from BounceX, that clearly outlines the next steps.

Give the prospect a reason to continue to engage with you so you don’t lose connection with them.

Creating a sales presentation can be simple

When you’re creating a sales presentation to earn new clients, you need to keep it simple and precise, by following these three steps:

  • Research your clients, their pain points and the people who will be in the meeting;
  • Use visuals like icons, graphs and images to tell your story; and
  • Structure the slides for your sales presentation.

Always remember to add your branding to the deck so it’s unmistakably your company — this includes brand colors and fonts. Use legible fonts and size them so they can be read from a distance, but don’t overwhelm the slide.

Don’t rely on the deck to tell your clients everything — that’s what you are there for.

Remember to make the presentation about your prospective client, not you. That is how you win them.

Ronita Mohan is a content marketer at Venngage, the online infographic maker and design platform. Mohan regularly writes about marketing, design and small businesses. Twitter: @Venngage

Howie Jones

Saturday, March 5th, 2022

You’ve worked hard at prospecting strong potential customers. You have created touch-points through email marketing and targeted calls, and now you have successfully set up a presentation with an important client. You feel confident that your product quality and personal sales techniques will shine. But closing a deal requires more than a good product and a competent salesperson. Preparation for a sales meeting is key. So, we have put together 9 top tips to help you increase your confidence and close more deals.

1. Set the Tone

The first communication in the meeting should be positive. Start off with a positive statement unrelated to the upcoming presentation to set a positive tone for the meeting. It can be as simple as “That’s a great view” or “What a nice pen, I love those.” Once the positive feel is set for the meeting it is easier to keep the flow going in that direction.

2. First and Last 10

Research has proven that the first 10 minutes and the last 10 minutes of a meeting are the most crucial. The first 10 minutes are when prospects usually have an excellent attention span, so keeping that in mind can help you focus your critical information during this time.

Be mindful of the overall length of the meeting, too, since attention span wanes in the middle when presentations can become information-heavy before circling back to closing the deal in the last 10.

3. Ask the Right Questions

You might tend to start off a meeting by jumping right into your pitch. Of course, you have done your homework and contact with this prospect resulted in a meeting, so you feel prepared. But getting to understand your prospect doesn’t stop when the presentation begins.

So, start off with some questions to uncover or confirm pain points and understand challenges your prospect may face. If you have already had a thorough discussion, confirming what you know and asking if there is anything you are missing shows you care about the prospect and value their time enough to pay attention to the details.

You might ask:

  • What has changed since we last spoke?
  • How is the planning going? Are things going smoothly?
  • What is your main goal for our meeting today?
  • What are some obstacles you are facing right now?

4. Tailor Meeting Approach

Once you ask the right questions, you know what aspects of your presentation to lean into and which to skip or alter. Has a new concern popped up? If anything is different from when you last spoke, make sure your prospect knows that you hear them and will address it during the meeting.

Include information uncovered during previous contact with the prospective customer in your presentation as well as tailoring your discussion to their challenges and concerns and working to create a strong personal connection.

5. Meeting Objectives

Make sure that your prospect knows what you hope to accomplish at the presentation, and you know what their expectations are for the meeting. An excellent technique is to clarify the objective via email or in the meeting invitation. Using a slide in the presentation deck as an overview of the meeting agenda is another excellent way to clarify what you want to happen as well as how you plan to structure the meeting. A quick discussion of these points will let you know if there is a chance of closing the deal during this meeting or if the prospect expects to make a decision later.

6. Make Meeting Materials Available

If possible, present meeting materials to your prospect prior to the meeting so:

  • you can spend less time introducing material during the presentation
  • you can provide comprehensive information the prospect can take time to read
  • you can send videos or other materials that would be too long to use in a presentation
  • your prospects come prepared with questions or ready to make decisions
  • your prospects can easily share the information with higher-ups or decision-makers

Materials you may want to include are brochures, product and service descriptions, price sheets, data sheets, white papers, case studies, press releases and press coverage, a thumb drive or CD with a video presentation, and a business card.

Many companies organize materials in presentation folders to make them easy to send out in advance, help meeting participants follow a presentation, and make it easy for them to take materials with them afterwards. There are hundreds of presentation folder layouts, some with slits for brochures, business cards, or CDs, specially cut pockets, or Velcro closures. And you can customize them to exactly fit your materials.

7. Begin at the End

If you have sent materials ahead of time, discussed objectives, and are aware of any changes or new concerns that your prospective customer is experiencing, begin with the purpose of the presentation. For some prospects, a decision has already been reached but for others, building up your differentiators during the presentation will help to clarify the benefits of your product or service.

8. An Honest Discussion: Competitors

Don’t ignore the elephant in the room. Instead, include well-known strengths of competitors in the presentation and focus on how your product is better suited to solve your prospect’s problems. Acknowledging competitors adds to your credibility, showing how prepared you are, how well you understand your prospect’s needs, and how knowledgeable you are about your industry.

9. Utilize Feedback Loops

One of the easiest ways to add value to your presentation and close more deals is to use a feedback loop in the discussion. During the meeting, avoid a one-way presentation that focuses on pushing out information while the prospect sits and listens. Instead, keep the conversation going and build rapport by creating opportunities to ask for feedback.

Not only will the prospect begin to expect to participate in the discussion, but you will also find out how they are feeling about your pitch, if they are understanding the information provided, and how likely you are to close the deal. Positive and negative responses are both helpful in feedback loops since they both give the presenter a direction to go next. Some questions that can help engage a prospect are:

  • Does what I am saying make sense?
  • Am I missing any of your key challenges?
  • Is this true for you as well?
  • How am I doing?
  • Have I addressed your main concerns?


Closing a deal requires great preparation and communication. You can increase your chances of success by following our tips. Most importantly, remember to relax and have fun! After all, it is just a presentation. And finally, always remember to ask for the business!

Our live webinar series is motoring through summer, with the fast-paced and information-packed “How to Give a Great Sales Presentation, Small Business-Style!” This webinar focuses on 4 key areas of giving sales presentations: Audience, Content, “The Nerves”, and Was It Good?

The Audience

Tailor your sales presentation’s message for different groups. You need to know who your audience is and what they care about so that you can present useful information. If you don’t know about your audience and what’s useful for them, find out:

  1. Attend the event yourself (if possible)
  2. Ask the organizers about the people who will be attending and what they’re likely to want to hear about.
  3. Show up early talk to people prior to your presentation about why they’ve come and what they’d like to hear from you.

A sales presentation should signal to your audience that you understand their core values and that your own core values align with theirs. If you can’t connect with your audience on that emotional level, your audience is unlikely to buy from you. Remember – sales are emotional!

Sales Presentations and Content: The Beginning and the End

When you’re planning sales presentation content, pay special attention to the beginning and the end – they serve important functions! The beginning of the presentation should contain the ” hook” that catches peoples’ interest. An effective hook:

  1. Is very clear and simple
  2. Has some sort of number or return on investment (investment being time spent watching the presentation.)
  3. Draws people in by asking a question or telling a story.

Your hook may be your only chance to get peoples’ attention, so make it a good one!

The end of a sales presentation should invite the audience to take a concrete, reasonable next step. The step should be a gesture their interest in what you have to offer. Don’t ask them for the world! You might invite them to:

  1. Pick up your business card on the way out
  2. Schedule a phone call or coffee date with you to chat about their needs
  3. Stay after for a few moments to see a quick demo of your software or website.

Pro tip: You should never have to say “Thank you” to indicate that a sales presentation is over. It should be clear to the audience!

Sales Presentations and Content: Benefits versus Features

You’ll feel compelled to tell your audience all about the features that make your product or service is the best on the market. Resist that urge. Instead, tell your audience why it *matters* that your product can do what it does and why it’s important that a job be done just the way that your company can do it. Convince them to hire you by telling them the benefits of doing so!

Consider how you might use the following as you present benefits:

  1. Emotional words to further capitalize on the power of talking about benefit.
  2. Vocal intonation and body movements to break up the conversation
  3. Moments that “pop!” to emphasize points that you want your audience to remember.

You want to make an emotional appeal with your sales presentations because (say it with me!) sales are emotional!

The Nerves: No Big Deal

Everyone gets a little nervous about speaking in front of groups. There are ways to work through it! Use these techniques when your nerves start to get the better of you:

  1. Be sure that you’ve practiced enough before your sales presentations. Most people need to practice a presentation between 7 and 20 times.
  2. Show up first. Be in the room as everyone arrives and even talk to people a bit if that’s possible. You’ll feel in control of the room and the audience will see you feeling confident and ready.
  3. Don’t take a deep breath just before you start presenting, as you may start to hyperventilate. Instead, exhale and force all the air out of your diaphragm and allow it to refill. Then go in and own it! You’ve got this!

Was Your Sales Presentation Good? How You Can Tell

You don’t need a lot of training or a fancy post-presentation audience questionnaire to evaluate how your sales presentations go over. You can monitor the standard indicators of audience interest and engagement as you’re presenting:

  1. Are people interrupting you to ask question as you’re presenting ?Questions about implementation and logistics are an especially strong sign of interest.
  2. What is the body language saying? Engaged people will lean in, maintain eye contact, nod and smile. Bear in mind that body language in a business-to-business sales presentation can be trickier.
  3. Are people taking even small actions after your sales presentations? Even if someone just takes a business card from your display table, congratulate yourself. You caught their interest! Now you need to follow up and move them along your sales funnel!

We have lots of information about presentations on our website, and all our resources are available to small business owners on a pay-what-you-can basis! Sign up for an account and check us out!

You can also see more of our webinars on our YouTube Channel.