An effective sales presentation be it through a conversation or more formal PowerPoint can make or break a sale. Yet so many of these sales opportunities are lost because of a cram and jam philosophy.
Many of us in small business have experienced the cram and jam sales presentation. The PowerPoint slide deck is filled with “look at us” and very little about the customer. Glossy slide after glossy slide is presented.
With time being of the essence, the belief from the salesperson is “I have only one shot and I must make it a count” so as much as possible must be crammed and jammed into every slide. Slides with tiny fonts chocked full of words, anyone?
During the sales presentation, the potential customer may actually feel he or she is in the middle of a traffic jam with no place to go.
Consider the words of Seth Godin who stated “if you cannot share your position in eight (8) words, you don’t have a position.”
Then Dan Pink in to Sell Is Human talks about the Pixar presentation approach where in six (6) sequential sentences you tell your story (think your solution).
My recommendation is your sales presentation should be reduced to eight (8) slides:
Slide #1 -Title and including the potential customer’s name and possibly a picture of the business
Slides #2-7 – Fact finding, solution and results
Slide #8 – Call to action with contact information
Maybe now is the time to reconsider your small business sales presentation and ask yourself “if you are engaged in the cram and jam” one way ineffective conversation?
Leanne Hoagland-Smith is a heurist who disrupts the status quo by discovering new ways to guide and support rapidly growing small businesses; those who wish to grow beyond their current employees and executives in chaos. She is recognized as one of the Top 25 Sales Influencers in 2013 by Open View Sales Labs and can be reached at 219.759.5601 CST.