The best sales presentations contain the right mix of information flow and interactivity, and are uniquely balanced to best fit audience interests, needs and priorities.
Based on data from numerous sources, including Gallup and the Rain Group, too many presentations are feature rich and benefit poor. Many others lack interactivity and some are missing a compelling call to action.
The most effective presentations we’ve seen include the following seven key ingredients:
- Statement of objectives – a brief summary of the presentation’s objectives
- Information – facts and features related to the primary subject matter, such as products or services
- Benefits & value – corresponding benefits of each fact or feature
- Examples & stories – forms of social proof based on the experiences of others
- Questions – some might be rhetorical, and others geared toward testing receptivity, but incorporating a bit of interactivity can greatly improve the listeners’ experience. We suggest approximately 15% – 20% of the presentation be in the form of questions.
- Summary & conclusions
- Call to action – consequential next steps?
If you’d like to see how your presentations compare, you might like to use this simple worksheet, which you can download from our web site. Download