Welcome to Part 3 in our series of tutorials detailing how to deliver the perfect sales presentation. Previously we’ve examined the best ways to develop sales messaging and kick off your presentation, and today we’ll explore how personalisation can enable you deliver an impactful, tailored message that gets results.
Personalisation might be the marketing buzzword of the moment, but catering to the specific needs of select customer groups has always been an important part of effective sales and marketing.
This way of thinking means recognising the individuality and unique needs of each customer, and offering each prospect a unique version of your product that meets them.
Customised Sales Presentations
Personalisation is everywhere in the digital world: shopping services recommend items we might like, email campaigns greet us using our first names, and Netflix even suggests what we should watch next. People now expect experiences tailored to them, so a one-size-fits-all sales pitch is likely to fall flat.
Put these three key steps into practice during your next cycle of sales presentations and reap the conversion benefits of a more relevant approach.
Do Your Research
In order to deliver a customised sales presentation that are pertinent and effective, you’ll first need to spend the time and effort immersing yourself in your customer’s world. Research the market environment that your prospect operates in and determine what difficulties they’re likely to face. Then revisit your sales presentation and use the background information you’ve gained to revise it into something that’s specific to the customer you’re going to meet with.
Highlight the relevance of your product to their professional problems, and don’t shy away from stripping out messaging that you feel is irrelevant. If you’re going to do customised sales presentations, it’s essential to demonstrate an understanding of your customer’s business needs – don’t waste time talking about products and services they’re unlikely to need, or you risk alienating them.
Share the Pain
Humans are emotional creatures and we rarely make decisions based on factual information alone – purchasing ones included. Powerful and persuasive sales presentations require you to empathise with your prospect and gain deep understanding of their challenges on both an emotional and an operational level.
If your customer feels that you fully understand them and can see their point of view, they will be more receptive to your messaging and you’ll find yourself much better placed when you get around to proposing your solution.
Go with the Flow
It’s important to anticipate the reality that customers will ask questions during the course of your customised sales presentation, and that you will need to respond.
“I’ll be covering that later on in the presentation” just won’t cut it, and you’re likely to lose the trust of your prospect if you divert away from answering them. Your presentation should be a two-way conversation: talk to your customer and show them products and services that are relevant to the direction it goes in.
Going this interactive, non-linear route enable you to present in a way that’s both flexible and tailored to your customer’s requirements.
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In the meantime, be sure to check out or PowerPoint Tips & Tricks companion series.