When delivering a sales presentation, one of your aims is to build trust with your audience. As sales guru Zig Ziglar says; if you get people to like you, they will listen to you, but if they trust you they will do business with you.So how do you build trust? Essie Rewane-Adejare from Toastmasters International suggests eight ways to gain your audience’s trust during a sales presentation:
- Demonstrate your personal credibility
- Start as you mean to go on
- Put your audience’s needs first
- Create a connection between your product/service and the audience.
- Plan your visual aids carefully
- Keep your audience interested
Rehearsing, and ideally videoing, your presentation will help you to use your voice and words to best effect. Aim to pronounce your words clearly, keep your focus on your audience, and demonstrate appropriate enthusiasm and energy.
- Handle Questions and Answers assertively
If, part way through your presentation, you can see that a key decision maker is looking quizzical stop and ask if s/he has a question.
- Close with care
For example, briefly summarise what you have understood from them and the positive way you can solve their problem. Alternatively, if an immediate sales is on the cards I like to use the Indirect Close. Remind your audience of the pain they will continue to suffer until they use your products. Offer a bonus if they buy today.
Your knowledge of the audience will guide you to the appropriate close.
This final part of the presentation is crucial to your goal; if you want to make a sale, then practice your close in advance. On the day use your personal credibility and build on the trust you have established.