Salespeople need to know how to present, although they also need to know when not to present. I once sold a $100M outsourcing contract over a 12-month sales cycle, and I had salespeople from all parts of the company asking me to share my slides, hoping to replicate this success. They were disappointed: I hadn’t used a single slide in all that time.
Selling isn’t all about presenting: it’s about setting clear objectives, understanding your customer and their problems, choosing suitable messages, making a connection, gaining their respect, communicating your key messages effectively and memorably, delivering a clear call-to-action, and convincing the customer to act.
Look back at that last sentence, though, and you’ll realise that in fact we could say all those things about a presentation as well. Selling and presenting have so much in common. It’s partly why my sales management background helps me in my role as a presentation designer and coach. It also explains why I train people to sell, as well as to present.
Here is a video of my latest mentor session for Le Camping, the Paris-based start-up accelerator, which was the introduction to a one-day seminar about sales and negotiating. In this talk, I cover how to approach a sales meeting, based on three key objectives: making a connection, listening & learning, and always getting to the next step.