Use these materials to build a convincing sales presentation

Jussi Mäkinen

Blog / Use these materials to build a convincing sales presentation

Eliminating or reducing a buyer’s fear is one of the most important tasks for any seller. If the seller isn’t already familiar to the buyer then there are always more risks associated with a meeting situation. For example, a buyer might have such a strong fear of failing in front of their own organization that they will try to find something about the seller, product or sales material that could justify this fear. If they find something, no deal is made. In this guide, I will take you through five sales material domains of which good sales presentations are made of.

Uniform

During a sales meeting, one of the most important tasks for a seller is to eliminate or at least reduce a prospects concerns associated with the sold product or service. If a seller isn’t already familiar to the buyer, a feeling of risk and fear of failure will easily play a role in the sales meeting. No normal person wants to make fatal mistakes and investing in a mistake is always an expensive cost for a buyer or even a fatal cost for the decision maker. Many buyers will try their hardest to find something in a seller, product or sales content that could justify this fear of making a mistake e.g. inviting a seller with a poor sales presentation.

Sales Content should always be in line with a seller’s message whether spoken or unspoken. Content must also live up to a buyer’s impression of the seller’s company. This will naturally happen when a seller simply has uniform sales materials, thereby raising the quality of the presentation material to an acceptable standard.

¨If during a presentation, a seller has to skip over irrelevant slides, the buyer won’t necessarily experience the feeling of importance.¨

Customized

Uniform content is important. However, this does not mean that sales materials need to be the same for all sales reps. It also doesn’t mean that a seller needs to show the same presentation to everyone. A presentation is to be customized to the needs of the seller and buyer. A seller has to be one with their sales material; meaning the sales material has to be the kind that gets the seller excited and the kind the seller could confidently shake on. On the other hand, sales presentation material should be targeted to the needs and questions of the buyer as much as possible in order for the buyer to feel that the seller understands their needs. If during a presentation, the seller has to skip through irrelevant slideshows, the buyer won’t necessarily experience the feeling of importance.

With the help of Showell, it’s easy to combine ready-made materials (slideshows, videos, interactive HTML5-content e.g. calculators, and forms) into one unified presentation. The presentation created with Showell will then appear tailored to the client’s needs without the need for much time or energy.

Eye-catching

According to a study done at Princeton University, a hard to read font stays in a person’s mind for longer because understanding what it reads requires more participation from the reader. On the other hand, the text should be short enough so that the reader doesn’t give up reading altogether.

The same study mentioned earlier tried cursive Monotype Corsiva and Pacifico(the title font for this text). Try using this when making a presentation e.g. in a subheading or contact information text, keeping in mind your company’s unified style.

Simple

A good presentation should be made as simple as possible but (as the saying goes) not simpler. In a good presentation, every part should be so important that nothing can be left out. So important, that if any part is taken away, the presentation will suffer dramatically. Useless things take away the listeners or viewers attention from important things.

Activating

A good presentation is a two-way dialog. Activating a listener will help them accept things said to them. For example, you could estimate the final price with a customer by changing a few separate numbers on a price-calculator. Many of our customers have used these kinds of calculators with Showell. Thanks to these tools it’s now easy to make example calculations without having to be a master of mental calculation.

Jussi Mäkinen

Jussi Mäkinen

Showell / Digital Marketing Manager 

Jussi develops Showell’s online business and visibility and has over 15 years of experience in the planning, performance/search engine optimization and digital marketing of digital services.