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Presentations are where deals are won or lost. After all the work that goes into getting a prospect to agree to hear a sales pitch, salespeople should be spending time continuously reviewing their presentations to find ways to improve.
Sjodin Communications conducted a multi-year study that looked at the work habits of over 5,000 salespeople to understand how they effectively (or not so effectively) give sales presentations. The study identified three common mistakes salespeople make during presentations, along with strategies to overcome them.
1. Information Overload: Data Dumping
One of the most common mistakes in sales presentations is overwhelming the prospect with excessive information. Usually a salesperson will have a lot to say in a short amount of time, which can lead to "data dumping". In sales, you of course want to establish expertise and product knowledge, but when salespeople rattle off a laundry list of features, company history, or technical specifications without context, they risk losing the prospect’s attention and interest. While the information might be factually correct, it fails to engage or persuade effectively.
How to Improve: To avoid this pitfall, focus on crafting a compelling narrative that addresses your prospect's specific needs and pain points. Instead of listing every feature, highlight how your product or service solves their problems or adds value to their business. Remember, your goal is not just to inform, but to persuade and inspire action.
For instance, rather than stating, "We have 24/7 customer support," you could say, "Our round-the-clock support team ensures that you'll never face downtime during business hours, saving you thousands in lost revenue."
By weaving relevant information into a story that resonates with your prospect’s pain points and needs, you'll create a more engaging and persuasive presentation.
2. The Missing Close: Concluding Without Action
This may seem obvious, but all sales calls should end with closing language. Nearly half of the 5,000 salespeople in the study admitted that they often just concluded sales presentations without a clear ask or call to action. They might wrap up with a vague "Thank you for your time" or "Let me know if you have any questions," leaving the ball entirely in the prospect's court. Many salespeople worry about coming off too pushy and admit to being hesitant to go in for the hard sell at the end of a sales call. However, without a clear call to action, even interested prospects might not know how to proceed, leading to lost opportunities.
How to Improve: To address this, view the close as an essential part of your presentation, not an optional add-on. Prepare a clear, confident ask that aligns with the next logical step in your sales process. This could be scheduling a follow-up meeting, starting a trial period, or even signing an agreement.
Practice your closing statement to make it feel natural and non-aggressive. For example: "Based on what we've discussed, I believe [product/service] would be an excellent fit. Would you like to move forward with a 30-day trial to see the results for yourself?"
Remember, your job is to guide the prospect through the decision-making process. A strong close does just that.
3. Winging It: The Pitfalls of Poor Preparation
The longer you’ve been selling a specific product, it becomes more tempting to rely on experience and wing a presentation. While you may be able to skate by some of your calls by just winging it, you could be leaving money on the table. Lack of preparation can manifest in various ways: forgetting key points, stumbling over questions, or failing to tailor the presentation to the prospect. This not only undermines your credibility but also wastes a valuable opportunity to connect with your prospect.
How to Improve: To combat this, prioritize thorough preparation. Start by researching your prospect and their industry to understand their unique challenges and goals. Use this information to customize your presentation, ensuring it speaks directly to their needs.
Create a clear outline of your key points and supporting evidence. Practice your delivery, ideally in front of a mirror or a colleague who can provide feedback. This rehearsal helps you refine your message and build confidence.
On the day of the presentation, arrive early (even if it’s on Zoom) to familiarize yourself with the environment and technology. Take a few moments to center yourself mentally, leaving any distractions or nervousness at the door.
By investing time in preparation, you'll deliver a more polished, confident, and effective presentation that resonates with your audience and increases your chances of success.
