When you start a presentation, begin a cold call campaign or otherwise approach a potential customer, are you always sure of your objectives? A glowing presentation that ends without a clear direction can almost never be effective. At the beginning of any sales presentation, it is necessary to ask yourself two questions that, at first glance, may seem to have obvious answers:



What are you selling?

What do you want?

Regardless of how many times I ask these questions of sales professionals, the large majority blunder in their answers. They have one objective in mind “to sell a product/service” whether it is a quick $10 decision or a multi-part $100,000 purchase. In order to make each contact you have with your prospects effective, you should be sure you know the objectives of each meeting, by the way, that will not always be to sell something.

Take the example of Ryan, a new sales rep at a manufacturing plant who believes that his latest job will pay out the high commissions he has dreamed of for years. Ryan talks to all of his past associates built through years of networking about the new products they simply must start selling, but never seems to be able to make a sale. His dialogue usually sounds like this…

“We're creating the newest things down at that plant it's really innovative. We've got the latest in everything you carry. You really should check us out; I think your customers will love our newest item, and you can't beat our wholesale prices”

What is Ryan actually selling here, a hot new technology they are using at the plant, the latest and newest products that may (or may not) be a hit with customers, or the low prices? And what does he want the prospect to do, buy his product, think about buying his product, think about making some changes on his shop floor? I am not sure because he is not sure. Ryan has not thought more past his overall objective of selling something to make some money.

I recently attended a free seminar targeted towards success-seekers after which the speaker offered his company's mentoring services. His objectives were clear from the start. He began by expressing the importance of mentoring and demonstrating how we employed the use of mentoring in other parts of our lives.

He went on to discuss ultra successful entrepreneurs and made links between their success and the mentors who they claimed helped them achieve it. Towards the end, he rounded off his presentation with an effective set of slides that showed well known celebrities who had all gone through his mentoring program, all of which had glowing reviews. It was only then that he mentioned his program, giving us the feeling that we could not leave the room without it.

His proposition was that the audience sign up for his mentoring services, his presentation showed why we needed those mentoring services. With great focus and clarity, this speaker ensured that his whole presentation supported his proposition. You can create sales presentations that are just as effective by answering the two questions mentioned earlier: What are you selling? What do you want?

Action step: before every sales situation, take a moment to write down your answers to these two questions.

Let's look at Ryan's dilemma again. What is he selling? While it is true that the manufacturing plant he works at has gone to great expense to bring in new technology, why should potential customers care? Why not focus on the elements that tie in more closely to the buyers? If Ryan is talking to someone who has mentioned needing to update products, he should lead with how new and innovative their items are. If the prospect is always complaining about prices, lead with the plant's competitive pricing angle.

If Ryan asked himself what he wants to achieve from each conversation, he would be able to make his presentations even more effective. Understand that the answer to this question is not always to sell something. If he is on a cold call for example, his objective may be to get a meeting. The approach should be different. For now, let's say that he is in the door, and actually wants to make the sale; he needs to improve his script in order to heighten his chances, for example:

“Why don't you take some of my products and put them on your shelves. You can take them on consignment for now and I'll be back at this same time next week to take your order..”

You will be able to help your prospects to say “yes” to your proposition when you have approached them with a clear and focused proposal.