Sure-Fire Way #2: No structure

What process do you use when developing a sales presentation? Do you use the quickest method possible or one that is designed to align with the mindset of your audience? Maybe you do a little of both.

Have you ever been sitting through a presentation and you find yourself wondering where the presenter is going with all this? Do you ever wish they’d get to the point or get to the part where they tell you what you are supposed to do with all this information?

Why is structure important in a sales presentation? People need and want structure, especially during an information exchange, so their brains can focus on what is really important. In order for your buyer to comprehend and say yes to you, you need to structure your presentation in a way to help them do just that. If the audience is thinking about ANYTHING other than the content of your presentation, you are blowing it! You have not addressed their unspoken concerns.

Their mind is busy, wondering:

• How long this will take?
• When will they cover they topic I’m MOST interested in?
• Will I get all my questions answered?
• Should I interrupt now or just wait and see if they cover them?

The list could go on and on. The sooner you anticipate and address these concerns the sooner you will capture the full attention of your audience and engage their brains. They will be in the moment with you, focusing on your words, content and the information you are sharing.

Let your audience know up front how many points you will be making or what the flow of your presentation is. Every presentation should be put together in a logical way…not just a random selection of slides you think your audience will enjoy. Telling your audience you will be making three main points at the beginning of your presentation will allow them to relax. They will say to themselves, “Three points? I can handle that!”

Once they know what you are trying to accomplish, why and how, the audience must be aware of where you are in your presentation and where you are going next, at all times. If they slip away even for a moment it’s hard to get them back. If you have three main points to make, let them know where you are by saying, “Point number two is…” Do not keep saying “and another thing…” or “another point I want to make is…” If they get lost they give up trying to follow you and all you get is an audience who looks like they are listening, but they won’t be able to say “yes” at the end of the presentation because they didn’t listen to half of it.

Best Practice on Structure:

• Take the time before you develop your presentation to think about what’s important to your audience
• Start your presentation in an unpredictable way that captures their attention and draws them into the moment
• Before you jump into the content of your presentation, answer their unspoken questions. Tell them all the things YOU would want to know if you were in their shoes. What you will cover, what benefit there is to them, how long it will take, how you will share the information, what you expect of them during and after the presentation, when you will address questions and what you will ask of them at the conclusion of the presentation
• During your presentation keep them with you at all times…don’t lose them by plowing through slide after slide. Make transitional statements, like, “We are now going into the third and final section of the presentation on how to have a successful implementation.”  After this topic is addressed I’ll take questions and then wrap things up with next steps.” So, let’s talk about implementation…”
• Be aware during of the audience’s needs your presentation and change direction if needed.

Following these simple rules will allow your buyer to really comprehend the content of your presentation and leave the presentation with a clear picture of how you can help solve their business problem. They will know what they are saying yes to!

For Sure-Fire Way #3 - tune in tomorrow!