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Sales Process: A Step-by-Step Guide With PowerPoint Templates

The term ‘sales process’ may invite several astonished cries from a company that is habitual of selling every product in an informal fashion. And there’s no need to blame these go-getters as well. After all, managing sales demands you to be on your toes at all times. With their ears (and fishnets) at the ready, salespeople have to be on a flight mode to grab every opportunity there is.

But there’s a catch when it comes to how sales materialize today.

You see, today’s consumers are way more skeptical and way more informed than they were at the time when dishwashers had just rolled out. Thanks to the constant deluge of information readily available on mobile devices, convincing customers to buy a product needs more than just a chance email or a cold call.

So what’s the way out of this randomness and guesswork?

It’s time for you to have a formalized sales process for your company. This blog will shed light on why structure beats uncertainty every time while offering you handy PowerPoint templates for each step of your sales process. Also in tow are actionable tips that can help you become a sales whiz. Read on!

What is a sales process?

A sales process is a specialized iterative process that enables a sales representative to convert a potential buyer into a paying customer. It is the customer’s journey from a prospect to a closed deal with your business. A formalized sales process is the standard playbook for every sales rep in the company.

Not to be confused with sales funnel, which is a graphical representation of each customer interaction along the sales pipeline, a sales process is the roadmap that reps need to follow to strike a deal. In other words, a sales funnel is from the customer’s viewpoint, while a sales process is from the sales rep’s viewpoint.

But why have a sales process?

In any company, the very foundation is the sole revenue-generating activity – a sale. But even if the company’s sales managers had just winged it while closing the first deal, the generations of sales reps ahead have their seniors to look up to and learn from. In such a situation, it will not be feasible for a sales manager to teach the tricks of the trade to each newbie as efficiently as desired by the company.

Moreover, learning the ropes without definitive guidelines can lead to a lot of back and forth and time consumption. Besides, guesswork will stall closure rates for those who are not “born with a selling instinct”. Therefore, having a standardized sales process can help keep your sales activities in order besides boosting revenue.

Related read: Top 10 Sales and Operations Planning Templates to Cope With Market Volatility

Don’t take our word for it. Even top industry-specific research says so too!

Take a study by Harvard Business Review, for instance. It says that B2B companies with a well-accounted sales process can witness 28% more revenue than the companies that don't have one.

Another study by the institute indicates that close to half of the high-performing companies have a structured and automated sales process. In contrast, close to half of the under-performing companies had no sales process or were taking the informal selling approach.

These figures indicate that companies would do better to adopt a full-fledged sales process that serves as the blueprint for unlocking growth. Each study gives us an insight into how a well-structured sales process helps enhance revenue and performance. Therefore, establishing a formalized sales process is the hallmark of a business looking to become a customer favorite.

Before, we tour the PPT Templates, are you looking for a comprehensive module to train your sales team and improve their performance? Access our Sales Training Curriculum with content-ready, well-researched slides that will make your training program a terrific success!

Click Here to Download our Comprehensive Curriculum for Sales Training

Steps involved in a sales process

Charting out a comprehensive sales process can be tricky. The reason for that is the uphill climb while figuring out how to map a customer’s buying decisions with your sales process. But if you get your basics right, you can leverage a standardized sales process for all your selling endeavors. Basically, a sales process constitutes seven key steps as depicted below.

Let’s discuss these steps and explore the related PowerPoint templates that you can download and deploy to craft an unbeatable sales process. Each of these PowerPoint templates is designed by experts and researched by industry stalwarts. The formats are fully editable, so feel free to tweak these for maximum output.

1. Prospect

Prospecting kicks off a sales process roadmap as the most crucial part of it. By definition, prospecting involves identifying and research potential clients that will be interested in your product. Additionally, it constitutes a lot of market research and setting qualifying parameters for the prospective buyer.

You can also reach this prospective buyer by asking your existing clientele about their peers. The result is you have a set of leads that fulfill the criteria as per your unique value proposition (UVP). To start smart, here are the templates that will enable seamless prospecting on your end.

Download this template

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2. Approach

Once you lock your target, it’s time to make contact. The next step of the sales process involves establishing a connection with the qualified lead via engaging techniques like emails, cold calls, or other digital or print forms of communication. The plan here is to grab some eyeballs by gathering info on what keeps the prospective buyer up at night.

The approach step paves the way for a communication channel between you and your buyers. It also includes generating the lead’s interest in your product by engaging them with your product UVP. Since this is where a sales rep needs to step up their convincing game, the sales process must clearly define the medium to engage the buyer the most. The following PowerPoint templates will help you ace the game every time.

3. Interview

Get down to business. Ask all the right questions. Get to know what keeps the prospect fidgeting for a solution. In the sales interview, the sales rep strikes a conversation that helps them know the prospect better. These right questions come from proper research and brainstorming about the client beforehand.

The interview phase is also a good opportunity for the sales rep to impress the potential buyer with knowledge of their issues. Thus, you can assemble all the crucial info and use it in the following PowerPoint templates.

4. Proposal

The exercise to gather info specific to the customer’s issues gives you the roadmap to a closed deal. In the proposal step of your sales process, you will pitch your product or service as the tailored solution to the customer’s problem. With the pain points in mind, you need to prepare visuals and gather testimonials to support your proposal.

At this point, you are giving the buyer a chance to consider and research your company. So make sure you hit the nail on the head with a spectacular proposal. The following PowerPoint templates will let flexible design be your greatest weapon.

5. Demonstration

It’s time to walk the talk. Once you have had a preliminary discussion with the client and proposed your product or service, you have to demonstrate the customer’s problem getting solved. Your task is to schedule the demonstration and make arrangements as suited to the client.

During the demonstration, you have to hit the critical points while showcasing the advantages that the client will get once they associate with you. A good demonstration also focuses on the unique selling point of the product, which helps make the prospective client an informed choice. The following PowerPoint templates are your best companions for a demonstration.

6. Negotiate

Unless your product or service is one of a kind, you can stay assured that the prospect will be researching for alternatives at this point. Even your product demo at some point may not be able to answer all of their questions. Nevertheless, the client is in the deciding mode and will submit their objections and queries for a precisely tailored product or service.

As a sales rep, your job is to tackle each query at the negotiation step to allow further modifications in the product. The more precise is the solution, the better are the chances of closing the deal. The negotiation phase also gives you a chance to prepare your list of objection resolutions for the future. Download and utilize these PowerPoint templates for liaising the best deal.

Once the negotiations lead to an agreement and contracts are finalized, the prospect makes a purchase, or, in sales vocabulary, the “deal is closed”. After that, the next step of the sales process is support, wherein you tackle all the issues, if any, that the client reports about the product or service. The support phase can also include extensive onboarding and follow-ups to ensure that you are off to a good start.

Support is a crucial part of a sales process as it opens avenues of repeat sales and upsells. Moreover, you can nurture your professional bond with the client and then ask for referrals to grow your client base. The following PowerPoint templates will make sales follow-up a breeze.

Effective tips for leveraging your sales process for faster deals

Whether you have put a solid workable sales process in place already or are working your way towards one, what doesn’t change is the salespeople’s flexibility. While learning and adapting to the changing course of a consumer’s journey, sales reps are responsible for listening and responding at every step of the way.

Therefore, sales representatives need to follow a proactive approach towards each of the seven steps of sales process to close deals. Here are some handy tips that you can use to exceed expectations.

1. Talk to the reps first

Before you devise your sales process, sit down with your team and get to know their sales tactics. How do they approach a prospect that moves them forward in the sales process? What do they do that leads to a sure-shot closed deal? Asking these questions will give you an idea of the strengths and weaknesses of your sales operations. Once you have gathered this knowledge, you can start describing your sales process.

2. Don’t give creativity a go-by

Following a structured approach does not trump creativity. In fact, it acts as the framework to accomplish lucrative deals the right way. This also includes using your gut instinct and creative flair to pose the right queries. Ultimately, selling will depend on how you use your skill and talent to draft your sales communication.

3. Have your customer in mind

Often sales managers think that a sales process is a to-do list for the sales reps. But they couldn’t be more wrong! What works while drafting a sales process is starting from the end result and then working your way to your company. The result here is the purchase decision made by the customer and what you do to make that happen. To ensure that the result is beyond promising, you must define your USP by being in the customer’s shoes. The bottom line is to show how your product or service will enable the customer to be in a better position.

4. Don’t rush it; build a connection

Modern-day consumers anticipate a special treatment of their problems instead of being another number in the sales analytics dashboards. Therefore, sales reps mustn’t rush the customer down the sales process and build a trustworthy relationship instead. Also, sales reps should ideate methods to offer value and a fruitful experience to the prospects. If the customers feel heard, they will be drawn towards your business.

5. Follow-ups are a must

Sure, a closed deal has its charm. But more often than not, sales reps tend to just log the numbers into a software and call it a day. They do not realize that follow-ups are their key to grow those numbers. Right from the point when the deal is closed, sales reps should maintain a balance of communication and assistance with the customer to develop a cordial relationship. This is why a formalized sales process matters as it serves as a key reminder for the sales team.

6. Reinvent your sales process

A well-structured sales process enables better sales forecasting and lead generation. However, over time, your sales team can acquire enough data on how well the sales process performs.

Related read: Top 30 Sales Metrics Templates to Effectively Monitor Your Revenue Streams

Therefore, you should use sales data to reinvent your sales process for better performance. This is possible via consistent feedback loops from the seller as well as the buyer. As you fine-tune the sales process to the highest standard of output, you can use the revised sales process to train your reps better and close more deals.

A sales process is the ultimate tool for any sales manager. It helps them distribute leads, prioritize tasks, and forecast sales figures accurately. Additionally, it helps sales newbies navigate the ups and downs of the sales cycle effortlessly while avoiding mistakes. The overall impact of a sales process generates spectacular revenue while conditioning your business process to thrive. Our sales process templates will definitely be the icing on the cake. So what are you waiting for? Incorporate a sales process into your business today and reap the benefits of a structure that succeeds.

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7-step sales process: When to use it and when to break it

Lucid Content

Reading time: about 6 min

The 7-step sales process

• Prospecting
• Preparation
• Presentation
• Handling objections

If you are one of the 2.5 million employees in the United States working in sales, you know that even for the most natural salesperson, it can sometimes be difficult to turn potential leads into closed sales. Across industries, you need different skills and knowledge to prove to your potential customers that your solution is best for their particular problem.

As the old adage goes, “Learn the rules like a pro so you can break them like an artist.” Once you’ve mastered the seven steps of the sales process you might learn in a business class or sales seminar, then you can break the rules where necessary to create a sales process that may not necessarily follow procedure but gets results.

The textbook 7-step sales process

What are the seven steps of the sales process according to most sales masters? The following steps provide a good outline for what you should be doing to find potential customers, close the sale, and retain your clients for repeat business and referrals in the future.

1. Prospecting

The first step in the sales process is prospecting . In this stage, you find potential customers and determine whether they have a need for your product or service—and whether they can afford what you offer. Evaluating whether the customers need your product or service and can afford it is known as qualifying.

Keep in mind that, in modern sales, it's not enough to find one prospect at a company: There are an average of 6.8 customer stakeholders involved in a typical purchase, so you'll want to practice multi-threading , or connecting with multiple decision-makers on the purchasing side. Account maps are an effective way of identifying these buyers.

2. Preparation

The next step is preparing for initial contact with a potential customer, researching the market and collecting all relevant information regarding your product or service. Develop your sales presentation and tailor it to your potential client’s particular needs. Preparation is key to setting you up for success. The better you understand your prospect and their needs, the better you can address their objections and set yourself apart from the competition.

3. Approach

Next, make first contact with your client. This is called the approach. Sometimes this is a face-to-face meeting, sometimes it’s over the phone. There are three common approach methods.

• Premium approach: Presenting your potential client with a gift at the beginning of your interaction
• Question approach: Asking a question to get the prospect interested
• Product approach: Giving the prospect a sample or a free trial to review and evaluate your service

Dive deeper into the various sales approaches you can use to start a relationship off on the right foot.

4. Presentation

In the presentation phase, you actively demonstrate how your product or service meets the needs of your potential customer. The word presentation implies using PowerPoint and giving a salesy spiel, but it doesn’t always have to be that way—you should actively listen to your customer’s needs and then act and respond accordingly.

5. Handling objections

Perhaps the most underrated step of the sales process is handling objections . This is where you listen to your prospect’s concerns and address them. It’s also where many unsuccessful salespeople drop out of the process—44% of salespeople abandoning pursuit after one rejection, 22% after two rejections, 14% after three, and 12% after four, even though 80% of sales require at least five follow-ups to convert. Successfully handling objections and alleviating concerns separates good salespeople from bad and great from good.

In the closing stage, you get the decision from the client to move forward. Depending on your business, you might try one of these three closing techniques .

• Alternative choice close: Assuming the sale and offering the prospect a choice, where both options close the sale—for example, “Will you be paying the whole fee up front or in installments?” or “Will that be cash or charge?”
• Extra inducement close: Offering something extra to get the prospect to close, such as a free month of service or a discount
• Standing room only close: Creating urgency by expressing that time is of the essence—for example, “The price will be going up after this month” or “We only have six spots left”

7. Follow-up

Once you have closed the sale, your job is not done. The follow-up stage keeps you in contact with customers you have closed, not only for potential repeat business but for referrals as well. And since retaining current customers is six to seven times less costly than acquiring new ones, maintaining relationships is key.

Want to nail the sales follow-up process? Follow our tips.

Sales process takeaways: What’s important?

Now that you understand the basic seven stages of sales process development, you can begin to tailor them to your own product or service and customer base. Cut out steps that are unnecessary to your particular business and focus on your customer. You know the rules—now get ready to break them in ways that bring you closer to your customer and turn you from a sales professional to a sales artist.

Whatever approach you take, keep these fundamentals in mind:

Identifying the customer’s problem

You have a product or service you want to sell—now what? Anyone with a problem related to your area of expertise can be a potential customer. You'll need to dive deep into discovery work to learn each buyer's specific goals, needs, and pain points. 

Develop a solution for the customer

Once you have uncovered problems for your products to solve, tailor your offerings to fix those issues—and be prepared to explain how your product truly is a solution for the given problems. Sales engineers can use Lucidchart to visually demonstrate how their product or service solves client problems and makes their lives easier, such as the flowchart below.

Be persistent

Following up isn’t just for after the close to get repeat business. As stated before, most customers don’t buy right away. You have to handle objections and try, try, try again. This is where the seven-step sales process doesn’t account for repeated approaches, presentations, meetings, or phone calls where you handle objections. If it did, it might be a 13-step sales process or a 21-step sales process, or… you get the idea.

Bottom line: stay connected—set up a calendar for repeated contact with potential, present, and past customers so you're more likely to reach them when they're ready to buy.

What are the key steps in the sales process? Whatever your customers need them to be.

Once you’ve tried out a few different approaches, tweaking the original seven steps in the sales process to fit your customers better, document your successes so that you can follow the steps that work best and easily get new reps up to speed as they are onboarded.

Whatever steps you settle on, you need to document your sales process to ensure that sales reps follow it. Learn about sales process mapping.

About Lucidchart

Lucidchart, a cloud-based intelligent diagramming application, is a core component of Lucid Software's Visual Collaboration Suite. This intuitive, cloud-based solution empowers teams to collaborate in real-time to build flowcharts, mockups, UML diagrams, customer journey maps, and more. Lucidchart propels teams forward to build the future faster. Lucid is proud to serve top businesses around the world, including customers such as Google, GE, and NBC Universal, and 99% of the Fortune 500. Lucid partners with industry leaders, including Google, Atlassian, and Microsoft. Since its founding, Lucid has received numerous awards for its products, business, and workplace culture. For more information, visit lucidchart.com.

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10 Best Sales Presentations To Inspire Your Sales Deck [+ 5 Tips]

Published: August 17, 2022

While many salespeople focus on making their sales decks flashy, fun, and exciting, they do little to ensure that their presentations address the prospect's top concerns and offer an irresistible solution.

As a result, many presentations are met with wishy-washy responses that drag along the sales process and waste valuable time.

What does a great sales deck look like? We'll take a look at some of the best, and provide tips for creating your own stellar sales deck and presentation.

What is a sales deck?

A sales deck is a slide presentation (e.g., PowerPoint, Keynote, etc.) used to supplement a sales pitch. The sales pitch, given by a salesperson to a prospect, often includes an overview of the product or service, offers a value proposition and solution for the prospect, and includes examples of success stories from other clients.

The primary purpose of a sales deck and presentation is to introduce a solution (ie, your pitch ) that ultimately leads the prospect to purchase from your company.

If you've done everything right during the discovery process — digging deep into your prospect's challenges and understanding exactly what they need — only to get a noncommittal response, then your presentation needs some major adjusting.

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Sales Deck vs Pitch Deck

A sales deck is a pitch meant to convince a prospect to make a purchase by showcasing your product features, benefits, and value proposition.

A pitch deck , on the other hand, is usually created for investors who want to learn more about your company, vision, products, financials, and target audience. Think of the pitch deck more like a synthesized version of your business plan.

Ready to see some sales deck examples? Here are a few of the best, in no particular order.

Sales Deck Examples

• UpstartWorks
• Attention Media
• Leadgeeks.io

1. Leadnomics Sales Deck by Katya Kovalenko

Leadnomics has done something few companies successfully do in presentations: Showcase their brand identity.

The internet marketing agency hired a designer to create a sales deck that reflected their sleek, techie brand.

So while prospects learn about Leadnomics and what it offers, they can also get a peek into what it represents as a brand.

2. UpstartWorks Sales Deck by BrightCarbon

This slide deck for UpstartWorks starts with an image of the road to success, followed by a value proposition and a list of benefits buyers can enjoy from working with the company. They provide an overview of what they deliver to customers, who their clients are, and the results their customer base has seen.

The sales deck touches on all the key points a sales presentation should cover. And when it includes graphics and logos, they are clearly organized and not cluttered.

3. QS Sales Deck by BrightCarbon

QS , a platform that ranks colleges and universities, effectively uses icons and visuals throughout its sales deck to communicate its messages. At just a few slides, this is one of the shortest sales decks featured on this list.

If you’re going to make your sales deck short, make sure the information you include gets straight to the point, and be sure to front-load the most important information.

In terms of content, QS showcases its features, value proposition, and client impact.

4. Attention Media Sales Deck by Slides

Attention Media , a B2B creative agency, hired a presentation design agency to create a sales deck that features statistics and reasons businesses should work with them.

Key figures and messages are either in a bold, large, or bright font to make them stand out from the rest of the text.

While their slide deck is on the shorter side (the typical presentation is around 10 to 15 slides ), they include intriguing visuals and statistics that grab attention and keep viewers interested.

5. Freshworks Sales Deck by BrightCarbon

Freshworks is a B2B software platform that promises an all-in-one package for businesses. Its sales deck emphasizes simple text and organization. The problem and solution are introduced using graphics, which makes the text easier for readers to prioritize.

They include a dedicated slide to their mobile app, one of the product’s key differentiators and most salient benefits. The following slides provide a step-by-step walkthrough of how customers are onboarded and what they can expect on a regular basis.

Since the slides aren’t text-heavy, the salesperson can easily elaborate and answer any questions the prospect might have.

6. Soraa Sales Deck by BrightCarbon

Soraa , a lighting company, starts its sales deck with a visually appealing table of contents that contains three items: “Quality of light,” “Simply perfect light,” and “Why Soraa?”

The brand then dives into what its prospects care about most: How the light will look in their spaces and how they can apply Soraa’s offerings to their specific use case. It sprinkles in the benefits of using Soraaa as a lighting supplier. And it does this all while maintaining its strong branding.

7. Planetly Sales Deck by OCHI Design

The first thing Planetly does in its sales presentation is present an eye-catching statistic about customers wanting more eco-friendly brands. Then, they present the reasons behind that data.

The deck doesn't overwhelm prospects with too much text, opting for more graphics and visuals instead. It introduces a hard-hitting stat about the problem their prospect is facing, engages them by asking a question, and provides a solution to the issue.

The slide deck continues to outline specific product details and what sets the solution apart from others, ultimately leading to a slide that represents the expected outcome for the prospect.

8. MEOM Sales Deck by Katya Kovalenko

What you’ll first notice when scrolling through MEOM's sales deck is that it’s straightforward and easy to scan.

The brand kept it simple with their deck, making it easier for consumers to take in the information. Too often, companies overload their decks with information, and by the end of the presentation, consumers can’t remember anything.

On every slide, MEOM has one main message with supporting information in smaller font. In addition, the brand incorporates a detailed look at one of its staff members — a powerful tool when trying to attract consumers.

9. Leadgeeks.io Sales Deck by Paweł Mikołajek

Sometimes, the best way to explain a concept is through a series of process maps and timelines. In this sales deck, Leadgeeks.io takes this approach to explain its product process and onboarding process.

This method helps consumers visualize how this software will help them reach their goals and how they can adopt it at their business.

10. Accern Sales Deck by Katya Kovalenko

Similar to Leadnomics, software company Accern puts its branding at the forefront of the sales deck.

In addition to the use of design to make the sales deck stand out, Accern also highlights customer case studies in its deck, another form of social proof that shows the success other customers have found with this tool.

Each of these presentations provides a general overview of the products, problems, and solutions, and they can easily be tailored and customized to each prospective company. A custom presentation not only piques the prospect's interest but also increases the likelihood that they'll buy from you.

Curious as to how you can word your presentation during your meeting with prospects? Below, we go over the best examples we’ve seen so far.

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Example Sales Presentation

While there are plenty of videos online on how to deliver a sales presentation, there aren’t quite as many live sales presentations to watch.

That’s because sales presentations are delivered in the privacy of a meeting between the sales rep and the prospect, and are often not recorded with the intention of sharing online.

As a sales rep, though, you have an excellent resource for inspiration: explainer videos. Companies publish explainer videos to pitch their products to qualified leads. (Sound familiar?) Use the below examples to hone your own pitch to buyers, and pay close attention to the structure of each video.

This explainer video for Leadjet starts with an urgent problem: Finding leads on LinkedIn and moving them to a CRM loses valuable time and minimizes lead opportunities. Leadjet then presents its product as the solution.

The video jumps into the benefits users can enjoy, such as synchronizing conversations over both your CRM and LinkedIn, keeping the lead status updated, and adding custom details. In this video, Leadjet follows the ideal sales presentation structure: problem, solution, and benefits.

2. Node Influencer App

The Node influencer app allows small business owners to connect with influencers on social media. It starts its video with a simple question: “Looking to promote your brand with social influencers?” The presentation effectively identifies and addresses the target market before pitching the product to viewers.

This presentation is more tutorial-based, making it ideal inspiration if you’re creating a sales deck for someone who’s closer to making a decision. People most often want to see actionable demos when they’re ready to choose a provider.

This explainer video from Upsend, a former customer service software, begins with a problem: Most customers want instant responses to their queries, but customer service systems can be expensive for new companies. Enter Upsend.

The presenter addresses the target market — startups and small businesses — while assuaging their concerns about budget. In addition, it covers the most important features of the platform and the end result for the user. If Upsend were still available, this would be a product a new business would immediately want to add to their tech stack.

4. Algoplanner

Within a few seconds of the start of this presentation, Algoplanner drives home the critical urgency of adopting a supply chain software. It uses a scary number to pull your attention, citing a possible “loss of millions of dollars” if you fail to adopt the right tool.

It then introduces its product with a breakdown of what the software can do for users. Plus, it provides powerful stats to back up its claims, including that users can reduce automation development costs by 80%. The call to action at the end is powerful and simple, telling viewers to schedule a demo.

Sales Deck Presentation Tips

Ready for your presentation? Sticking to these five simple sales presentation guidelines, recommended by Marc Wayshak , will help you blow your competition away while dramatically increasing your chances of closing the sale.

1. Lead with solutions.

Have you ever met with a prospect who was excited about your product or service – and used your presentation to keep on selling? This is called over-selling, and it's the leading cause of death for sales presentations.

When you start your presentation, first lead with solutions. Don't talk about the benefits of your product's features or tell the prospect how great your company is.

Simply dive into how you're going to solve the deepest frustration your prospect is facing right now.

2. Incorporate case studies.

Once you've addressed the specific solutions you can provide to the prospect, it's time to add some color to your presentation.

Turn your sales presentation into an engaging story by sharing case studies of similar prospects and the results they've achieved with your help.

This step is important for building trust and credibility with the prospect. At the same time, case studies bring your solutions to life in the real world, making your presentation more engaging.

3. Ask for feedback throughout.

Most presentations are a one-way monologue by the salesperson. This approach is boring – and it's certainly no way to connect with a prospect.

Instead, ask short questions throughout your presentation like "Does that make sense?" or "Can you see how this would work for you?" Asking for feedback periodically ensures your prospect stays on the same page.

4. Welcome interruptions.

If you want to close more sales, you have to care about what your prospect is thinking throughout your presentation.

Any interruption is the perfect opportunity to find out. Whenever a prospect interrupts you – either with a verbal remark or subtle shift in their facial expression or posture – stop immediately.

Acknowledge the interruption, and welcome the opportunity to explore it with the prospect. Never ignore signals just to stay on a roll and conclude your point. Invite prospects to ask their questions or share their concerns.

The opportunity to respond to those concerns is always more valuable than whatever you were about to say.

5. Wrap it up quickly.

Your presentation should be ASAP: as short as possible.

It's natural for salespeople to get excited about what they have to share, but this causes most of them to ramble on for far too long.

Prospects only care about themselves and their challenges. Present the information they'll be interested in and nothing more.

Practice your next sales presentation with a colleague or friend and ask for their honest feedback on its length.

Sales Deck Template

Ready to start creating your own sales deck? Get started with these free templates .

It includes ten Powerpoint templates, each with a different focus.

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How to find a sales deck template.

Haven’t found what you’re looking for? Here are additional resources to find a sales deck.

This presentation platform allows you to pick from hundreds of templates and fully customize the template you choose. The best part? It’s free and offers premium packages for teams who want analytics, multiple users, and live video collaboration.

On this graphic design platform, you can search through countless presentation templates and customize them. Canva also offers extensive collaboration features, such as file sharing and commenting.

Get Inspired With These Sales Presentations

When delivering a sales presentation to a prospect, you can do so with the knowledge that thousands and millions of others have been in the same position as you. Luckily, we can see their work online to guide our sales deck creation process. Use these decks to structure your own, and you’ll be well on the road to closing more deals and exceeding your quota.

Editor’s Note: This post was originally published in April 2019 and has been updated for comprehensiveness.

Don't forget to share this post!

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Effective Sales Presentations: Techniques for Impactful Communication

By   Hanson Cheng

May 10, 2024

• minute read

Last Updated on May 10, 2024 by Hanson Cheng

Immerse yourself in this comprehensive guide to crafting the perfect sales presentation. This article is brimming with valuable and insightful pointers on increasing the effectiveness of your sales presentations, covering every aspect from preparation and design to delivery and subsequent evaluation. Whether you’re setting clear objectives, analyzing your audience, structuring your presentation, or overcoming objections, this article has you covered.

The use of visual aids, crafting a compelling story, and tips for successful non-verbal communication are just a few of the highlights you’re about to discover. Step into this treasure trove of information and give your sales presentations the boost they deserve.

Effective Sales Presentations

Sales presentations are integral to any business’s strategy to influence prospective customers, partners, or investors. They are used to highlight a product or service, its benefits, and how it can solve the audience’s specific problems.

Understanding the importance of sales presentations

Sales presentations are the bridge between your business and potential clients. They not only showcase your product or service, but they also represent your company’s identity, mission, and values. A well-prepared, engaging and persuasive sales presentation can build trust, foster relationships, and close sales.

Sales presentations are useful tools for:

• Demonstrating the value and benefits of your product or service
• Establishing a connection with your audience
• Distinguishing your business from the competition
• Persuading the audience to take action: whether it’s to make a purchase, sign up for a service, or invest in your company

In our global and highly competitive marketplace, a compelling sales presentation is necessary, not an option. Also, a  persuasive marketing presentation  is essential for clear communication, helping to highlight what makes your products special distinguishing the company from its competitors.  Even companies like Apple and Tesla give high importance to their sales presentations, knowing that their market share and revenue generation significantly depend on them.

Characteristics of impactful sales presentations

Not all sales presentations lead to success. Only those that are informative, captivating, and tailored to the audience’s needs and interests can be deemed powerful. Impactful sales presentations typically have these characteristics:

• Clear and simple: Effective sales presentations are straightforward and avoid technical jargon. They articulate the product or service and its benefits in a concise and easy-to-understand manner.
• Customer-centric: Impactful presentations are not about the company but about the customer. They focus on how the product or service can solve the customer’s problem.
• Engaging: Successful sales presentations interact with the audience, asking questions, and encouraging participation.
• Visual: The use of visuals, such as charts, graphs, images, and videos, makes sales presentations more impactful. They can help explain complex data, illustrate a point, and maintain audience interest.
• Storytelling: A good story can help make your sales presentation more persuasive and memorable. Stories can evoke emotions, which can boost retention and influence decision-making.

Knowing the importance and characteristics of effective sales presentations is crucial for any business aiming to gain market share, attract investors, or create lasting customer relationships. A well-thought-out, engaging, and personalized sales presentation can close deals and help your business thrive in any industry.

Preparing for an Effective Sales Presentation

Setting clear objectives.

To host an effective sales presentation, setting clear objectives beforehand is paramount. Knowing the goals you want to achieve will guide the structure and content of your presentation. You may want to outline your objectives in a clear, concise, and actionable manner. One common objective is to demonstrate the benefits of your product or service and how it solves a problem or meets your audience’s needs. Another frequent goal is to persuade the audience to take a specific action at the end of the presentation, such as making a purchase or signing up for a trial.

Analyzing Your Audience

Having a profound understanding of your audience can significantly influence the success of your sales presentation.

– Demographics : Gaining insights into the basic demographic details of your audience, like age, gender, geographic location, occupation, income level, etc., can help tailor your presentation to the needs and interests of your audience. For instance, a presentation targeted at C-suite executives in San Francisco would likely differ in terms of language, tone, and content compared to a presentation made to small business owners in Austin, Texas.

– Prior Knowledge of the Topic : Gauging the audience’s previous knowledge about the product/service being sold is also crucial. For instance, if they are already familiar with the product category, you may want to focus more on showcasing the unique advantages of your offering rather than start from scratch.

Researching Your Product/Service

A deep and realistic understanding of your product or service is fundamental in a sales presentation. It’s important to know the details inside-out to confidently address any question that comes your way during the presentation. You should be well aware of not only the advantages and benefits of your offering, but also its weaknesses or any possible objections from potential customers, to respond efficiently and adeptly.

Designing an Impactful Sales Presentation

Structuring your presentation.

A good structure is key to a compelling sales presentation.

– Introduction : Starting the presentation with an engaging introduction is crucial to hook your audience immediately. It could be a relevant story, a powerful statistic, or an inspiring quote, anything that sparks interest and sets the stage for the rest of the presentation.

– Body : The body of your presentation should be composed of distinctive sections addressing different aspects of your product/service. Each section should be clear, and informative, and add value to the overall narrative. Using data, anecdotes, examples, and stories can help make your presentation more engaging and persuasive.

– Conclusion : Concluding your presentation effectively is equally important. A strong conclusion should recap the main points and offer a clear call to action that inspires your audience to act.

Visual Aids in Sales Presentations

Visual aids can be a gem in sales presentations, as they assist in explaining complex ideas and data more intuitively and leave a lasting impression.- Types of Visual Aids : Visual aids can vary from basic graphs and charts to more sophisticated animations or interactive elements. Whiteboards, slides, videos, infographics, and flowcharts are typical visual aids used.- Best Practices : However, using visual aids demands some best practices to avoid overwhelming or confusing the audience. Visuals should support your spoken message, not overshadow or contradict it. Moreover, keeping visuals clean, simple, and aesthetically pleasing can enhance their effectiveness.

Crafting a Compelling Story

Incorporating a compelling story in your sales presentation can enhance engagement, make the content more relatable, and achieve better persuasion. Use stories that resonate with your audience, align with your brand and product, and convey your value proposition effectively. Whether it’s a client’s success story, the story behind your product, or your company’s journey, ensure it’s genuine, relatable, and engaging.

Delivering the Sales Presentation

In delivering an effective sales presentation, several significant factors come into play. These factors include building rapport with your audience, using effective communication techniques, and handling objections confidently.

Building rapport with the audience

An important and often overlooked part of delivering an effective sales presentation involves establishing a solid rapport with your audience. A positive connection between the presenter and the audience can greatly enhance the effectiveness of a sales presentation. Therefore, sales reps should strive to connect individually with each member attending their presentation.

This connection can be made through common interests, ice-breakers, or another shared experience. Building rapport helps create a comfortable environment where the audience is more likely to be receptive to the main message and stay engaged throughout the presentation.

Communicating effectively

Effective communication during a sale presentation is another significant determinant of the presentation’s success. It goes beyond the spoken words; your vocal quality and non-verbal cues also play substantial roles.

Vocal quality : Your voice’s tone, volume, and pace can significantly affect the audience’s reception of your sales presentation. A monotone voice can be dull and could disengage your audience. Instead, varying your voice’s tone and pitch can make your presentation more engaging and exciting, keeping your audience’s attention.

Non-verbal communication : Body language is another crucial part of communication during a sales presentation. It can influence how the audience perceives you and your message. Things such as eye contact, gestures, and facial expressions can enhance your presentation, making your delivery more robust. For example, maintaining eye contact can help build trust with your audience, while positive facial expressions can create an enthusiastic and welcoming environment.

Overcoming objections

During a sales presentation, objections are almost inevitable. However, how you handle them can make or break your presentation. Instead of viewing objections as roadblocks, view them as opportunities to clarify information and reinforce your sales arguments. Be patient and actively listen to the objecting party, allowing them to completely state their objection before responding. Always keep your responses respectful, constructive, and focused on the value of your products or services. In doing so, you can turn potential deal-breakers into deal-makers.

To summarize, delivering an engaging and effective sales presentation requires building rapport with the audience, using effective communication through both verbal and non-verbal cues, and confidently overcoming objections. Mastering these techniques can help one deliver a sales presentation that informs, convinces, and converts.

Evaluating and Improving your Sales Presentation

The journey to crafting an effective sales presentation doesn’t end after delivery; it’s a continuous evaluation and improvement process. This section will cover three key practices to refining your sales presentation: seeking feedback, learning from successful presentations, and constant practice and refinement.

Seeking Feedback

Feedback serves as a critical foundation for personal growth and professional development. In the context of sales presentations, it helps in identifying areas that need improvement and strategies that work well. Creating an environment where clients, colleagues, and other stakeholders feel comfortable providing honest insights about your presentation is essential.

Consider implementing a structured approach to seeking feedback by focusing on specific aspects of the presentation like the structure, content, delivery style, and visual aids. You can ask questions like “Was the objective of the presentation clear?” or “Were the visual aids effective in communicating the important points?”

Avoid becoming defensive when receiving feedback and embrace constructive criticism. Acting on the feedback will build trust among your peers, clients, and superiors, showing them that you value their insights as you strive to improve your presentation skills.

Remember, the purpose of feedback is growth. So, embrace it as an opportunity to learn from your experiences, making your future sales presentations increasingly successful.

Learning from Successful Presentations

After feedback, learning from the best is another effective way to improve your sales presentations. Recognize the attributes of successful presentations and identify how you can implement them in your presentation strategy. This does not mean copying others’ style, but understanding why their presentations work and implementing those attributes into your individual style.

Watching successful sales presentations can provide insights into various tactics like structuring the presentation, engaging the audience, handling objections, and closing the deal. Online platforms like TED talks, professional workshops, and corporate presentations can act as valuable resources in this learning process.

Moreover, successful sales presentations from the same industry can provide industry-specific insights that can enhance your understanding of the market, customer preferences, and competition.

Constant Practice and Refinement

Sales presentations are part of a skill set; like any other skill, they need constant practice and refinement. The evolution of an effective sales presentation involves an ongoing cycle of planning, practicing, delivering, and refining.

The key is implementing the feedback and learning from successful and less successful presentations in your practice. Regular practice enhances your confidence and helps you prepare for unexpected situations during the presentation.

Record your presentation rehearsals to observe your body language, delivery style, and the flow of the presentation. It provides a different perspective, aiding you to identify areas that might not be apparent during the actual delivery.

To summarize, evaluating and improving your sales presentation requires an open mindset towards receiving and implementing feedback, learning continuously from successful presenters, and rigorously practicing and refining your style. It’s an ongoing process that gradually makes you a proficient presenter capable of delivering effective and successful sales presentations.

Recap of techniques for impactful communication in sales presentations

Reflecting on the insight gained throughout this article, it is evident that an impactful sales presentation relies on a range of methods and techniques. Initially, establishing clear objectives is pivotal. This provides a guiding compass for the presentation, ensuring the message is tailored and targeted. Simultaneously, understanding your audience lays the foundation for formulating a presentation that resonates with their interests, needs and knowledge level.

A product/service research deep dive not only equips you with needed knowledge to hold an informative presentation but also establishes a level of credibility with your audience. Going forward, the structure of the presentation must be carefully composed, maintaining a compelling narrative throughout. Introducing effectively, building an engaging body of content and leaving a lasting impression with a dynamic conclusion all form part of this process.

Visual aids serve to augment the presentation, enhancing the message through engaging and illustrative content. Used appropriately, these graphics can enhance understanding and retention of information. Meanwhile, crafting a compelling story makes your presentation memorable whilst stimulating an emotional connection with the audience.

During the delivery of the presentation, fostering rapport with your audience can be highly beneficial. Communicating effectively, both verbally and non-verbally, enhances the message delivery, ensuring your audience is fully engaged. Overcoming objections in the course of a presentation showcases a deep understanding of the product/service and instills a level of trust within the consumer.

Finally, the constant pursuit of improvement is what distinguishes a good salesperson from a great one. Seeking feedback, learning from successful presentations, and constant practice and refinement are the foundations of this pursuit.

The future of sales presentations

In an ever-evolving business landscape, sales presentations are bound to undergo transformations. Technological advancements continue to reshape how we approach and deliver presentations. Elements like virtual and augmented reality are gradually emerging as valuable tools in sales presentations. By offering more immersive and engaging presentation experiences, these technologies can help firms stand out in an increasingly crowded market.

Furthermore, the growing emphasis on data-driven decision making is likely to shape the future of sales presentations. As businesses gather more data about customers and markets, sales presentations will increasingly rely on relevant data to make more convincing arguments. This may involve presenting statistical evidence of a product’s success, its popularity among a certain demographic, or its market share in comparison to competitors.

Additionally, the need for personalization in sales will continue to intensify. In line with this, future sales presentations will likely focus more on individual consumer needs and preferences. This personalization can manifest in several ways, such as focusing on a customer’s specific pain points, tailor-making solutions, or even personalizing the manner in which the presentation is delivered.

Lastly, sustainability and social impact are becoming significant business considerations, especially among younger consumers. Sales presentations that capitalize on this trend by highlighting a company’s environmental consciousness or positive societal impact may find greater success in future landscapes.

The future of sales presentations promises exciting developments, and staying abreast of these trends will ensure you remain competitive and impactful in your delivery. Regardless of the changes to come, the basic principles of effective sales presentations, as discussed throughout this article, will remain relevant and applicable.

Effective Sales Presentation – FAQs

1. what factors should be considered in creating an effective sales presentation.

Creating an effective sales presentation requires understanding the audience, defining clear objectives, maintaining simplicity, excellent storytelling, using persuasive language, engaging visuals, and incorporating proof points or case studies for credibility.

2. How crucial is storytelling in sales presentations?

Storytelling in sales presentations is vitally important. Stories capture attention, appeal to emotions, make complex information simpler, and inspire action, therefore, making the sales presentation effective and memorable.

3. Why is understanding the audience essential in sales presentations?

Understanding the audience allows customization of the presentation to their needs, expectations, and preferences. This can foster connection and engagement hence, greatly increasing the likelihood of a successful sales presentation.

4. Can the use of visuals enhance the effectiveness of sales presentations?

Absolutely! Incorporating relevant and engaging visuals can simplify complex information, increase retention of the material presented, and make the presentation more engaging and memorable, enhancing effectiveness significantly.

5. How can a presenter demonstrate credibility during a sales presentation?

Presenters can demonstrate credibility by: incorporating testimonials, case studies, or reviews; demonstrating in-depth knowledge of the product/service; showing a clear understanding of the customer’s needs; and presenting a professional demeanor.

6. What role does persuasive language play in sales presentations?

Persuasive language plays a crucial role in influencing the audience’s perception and decisions. It helps in making a compelling argument for the product/service, inspiring action, and, ultimately, achieving the sales objectives.

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Hanson Cheng

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Living in Portugal with my wife and puppies. Scaling online businesses and sharing lessons learned on this website and in our email newsletter. Always happy to hear from you, so find me on Instagram if you want to say hi!

Home Blog Business Crafting an Effective Sales Presentation: Strategies for B2B Sales Teams

Crafting an Effective Sales Presentation: Strategies for B2B Sales Teams

In business, sales keep the lights on, the paychecks paid, and the stakeholders happy. But if your sales presentations—and you, the sale professional behind them—aren’t stepping up to the plate, your competitors are making the sales that you’re not.

In sales processes, sales presentations are unavoidable. You can turn the unavoidable into uplifting discussions that improve your buyer’s work life. Switch your boring, repetitive slides with personalized solution-driven conversation starters. Add value to how you sell, and supercharge your presentations.

This guide is for sales professionals who want to improve their sales presentations. We cover what goes on your slides plus what’s behind the scenes, you! 

Let’s get started.

Table of Contents

Why are Sales Presentations important?

B2b sales presentation vs. sales pitch / pitch deck, types of sales presentations.

• How to Prepare a Sales Presentation

How to Develop a Visual Sales Presentation

How to deliver a sales presentation, follow up after a sales presentation.

• 6 Tips to Supercharge Your Sales Presentations

Closing Thoughts

What is a sales presentation.

There is a common mixup in terms of defining a sales presentation, as people instantly associate the event with the tool used to deliver the presentation.

In practical terms, a sales presentation is a short meeting where a sales-intended slide deck is designed to sell a product or service. More holistically, a sales presentation is a transference of feeling between a sales professional and a prospect. 

A sales presentation is an essential part of the typical sales process . At different touchpoints with the buyer, sales professionals use tried-and-tested techniques in their sales presentations to persuade and convince a prospect to close the deal. 

Without sales, there is no business. Sales bring in revenue and profit for your company, helping it grow and positively impacting more people. And what’s behind the sales? Sales presentations and the sales professionals that spearhead them.

In B2B, sales presentations are the conduit to successful business communication. Your company sells what another company needs. The salesperson and the decision maker communicate, and if it all works out, there’s a sale that’ll hopefully benefit everyone. 

A sales presentation and pitch aren’t the same, although closely related. A sales pitch is a type of sales presentation. Pitches are generally used at the top of the funnel in the sales process; they bring people in.

A sales presentation can be used at any touchpoint with the buyer; their progression through your funnel and process will mandate what type of sales presentation you need.

This guide covers sales presentations as a category; if you’re looking for pitch decks , here are our favorites.

As a sales professional, you create all styles of sales presentations. Your choice depends on what level of the sales process you’re on, what you’re selling, your prospects’ needs, and the company’s selling framework. 

These are some of the most common sales presentation types concerning what’s being sold:

• Product: A product sales presentation showcases a singular product (physical or digital) to solve a specific problem. You are paid to provide products.
• Service: A service sales presentation shares why your prospect needs your service. You are hired (paid) to provide a service.
• Project: A project sales presentation attempts to close the deal to start a project that involves an exchange of money. You are hired (paid) to spearhead a project and finish with deliverables.

Regarding sales presentation styles and their placement in the sales process, you have three options:

• Informative: Informative sales presentations are at the top of the sales funnel or process. You share information about what you sell in a relatable language for the buyer—no call to action yet.
• Persuasive : In a persuasive sales presentation, you remind the buyer of the information and add how what you sell solves their problem. 
• Reminder : A reminder sales presentation reminds buyers of their interest and brings them back into the buying frame of mind.

How to Craft a Sales Presentation From Start to Finish

Selling guru Zig Ziglar always said that your sales presentation is an extension of you as a person. Your personality must come through positively through your slides and speech, creating a feeling of trust with the buyer. 

In this section, you’ll find the ultimate guide to crafting a sales presentation from start to finish. We’ll use a case study as a foundation for every step of the sales presentation creation process. 

The buyer is a large manufacturing factory looking to outsource services or buy a product that will help them monitor production data. Currently, they manage a complex tech stack that involves different software solutions. This system proves inefficient; it takes too long to export reports, and operators regularly have issues introducing data or troubleshooting error codes. 

They need a solution that will be efficient, save time, and avoid operator frustration. Likewise, they also need the system to be in one place, replacing all the components of their previous tech stack.

You, the sales professional, work for an AI-based SaaS that offers production and manufacturing dashboards. Everything is powered by a cloud-based application that is accessible 24/7 through PC, tablets, and smartphones. The information is fetched from the machines through sensors paired with cameras that sync the information for easy troubleshooting.

Your company has three years of experience in the market, with several customer success stories regarding energy management, increased production output, and reduced waste production—all thanks to implementing your production and manufacturing solutions. You aim to upscale the company’s operations, securing a deal with a large corporation. Hence, the sales presentation to close the deal.

To help you navigate the sales presentation journey, we’ve separated this section into four categories that lead to each other. 

• Preparation
• Development
• Continued Communication

How to Prepare a Sales Presentation 

A lot of work goes into preparing a sales presentation. You’re not just designing the slides for the deck but also preparing yourself for an impactful conversation. 

Before designing slides or writing speeches, you must strategize the sales presentation according to your client’s needs and your goals as a sales professional. Think of their needs and address them clearly.

Here are some questions to answer:

• How can you best communicate a solution for their needs while building trust?
• Where in the sales process are you with this client? Is the purpose of this presentation to inform, persuade or remind?
• Is there a sales playbook or guideline available to help you stay within company selling procedures?
• How can you get to know the prospect better before presenting?

Planning 

Always think of both the slides and the speech as an inseparable pair. If you can’t visit the prospect in person, prepare for a virtual call. 

Here are some planning stage actions.

• Meet with the buyer to have a conversation about their issues. Book a call with them to deliver your presentation.
• Use a Gantt Chart template to organize your timing for preparation and development.
• Visualize a roadmap of the ideal sales process with your prospect and aim to achieve it.
• Schedule time in your calendar to practice your speech.
• Research the buyer’s particular pain points. Did any of your existing clients have the same paint points? How did your service solve them? Have case studies on hand to share with the prospect.

Connecting 

A large part of a successful sales presentation is the human connection you create with the prospect or buyer. As you communicate with the potential buyer, build a relationship. You want this buyer to buy and become a loyal customer and, eventually, a natural promoter.

The manufacturing company that needs your dashboard solution has specific pain points, which they shared during the initial call. Use them as conversation points to connect on a deeper level. Depending on your personality, you can use humor, empathy, or other psychological tactics to connect meaningfully and honestly.

Developing a sales presentation involves putting the content together for the slides and speech. Presentation slides aren’t your speech in written form; they’re supporting material. Ideally, share the visual presentation before and after you talk with them; this helps reinforce the message by imprinting the conversation in their minds.

Write the Content

Your monitoring dashboard company has the solution the manufacturing factory needs. You know this, but they aren’t quite sure yet. They need to buy from someone, and it could be anyone. Use the power of communication to be the one they buy from. 

Here are some tips for writing and developing the content for your presentation. 

• Create a double outline with two columns—one for the slides and one for the speech. Match the presentation slide to your speech, but don’t make them exactly the same. The slide has to support what you’re saying, not repeat it.
• Write the speech as if you were talking to the prospect. Think of questions they might ask and write down the answers.
• As you work through the writing, develop one-liners to bring the message home for the buyer. 
• Use specific examples. In this case, the manufacturing enterprise needs a custom dashboard for its production monitoring. Write down reasons why your offer solves their most significant problems and issues. Why did they start looking for a custom dashboard solution in the first place? Knowing the buyer almost intimately is essential so that your offer sells itself.

Structure the Presentation

The two most powerful parts of your presentation are the opening and the ending. Everything in the middle is a filler that the prospect might or might need to pay more attention to. 

Start with your best shot, the point you feel has the most persuasive power. Then use your second-best shot for the ending. 

Here’s a rundown of sections that’ll help move along the conversation. Each section can be one slide, or it can be a few.

Personalized cover and intro . A personalized cover on a sales presentation deck makes a positive first impression and interest for the rest of the slides. By now, you should know the company’s name, the buyer’s name, and their role in the company. Include them on the cover with a prefix like this:

• Prepared for: Name of buyer, role, company.
• Prepared by: Your name, your role, your company.

On the opening slides, reintroduce what your company offers. Only some members on the client side know the specifics involved in the deal. Present a quick reminder of what your company does. This is the perfect opportunity to share your elevator pitch, your best shot.

Problem / Solution Analysis . Be specific. You already know what they need from you, but they don’t. Sell the solution confidently by being specific about how your custom dashboard service will solve their monitoring pain points. 

Here’s how to do it: Start by presenting the problem given to you by the company. Visually display the reports you obtained from the buyer. Then, present an analysis crafted by your team. Show how specific pain points are solved by displaying real and projected data.

Share your perspective on the issue, and bring up potential trouble points the customer may still need to spot. Conclude by introducing “the solution” with accurate data and projections.

The Cost of Doing Nothing. Use data to show how your solution will not only solve their immediate problem but also in the future. Visually explain how choosing not to buy your dashboard service—doing nothing, staying the same—will cost more than you’re asking them to invest. Using clear calculations, explain how if they stay as they are, not only will they end up wasting more money than if they had bought the dashboard system, they’d be in deeper water and still without the dashboard. 

Your solution instantly solves the cost of doing nothing or staying as they are. Returning to the custom dashboard sale example, let’s say that after the estimation analysis you present, the buyer sees an increased OEE (Overall equipment effectiveness) by 30% in the upcoming four months after the production monitoring software pinpoints the bottlenecks in production. That’s enough information to make the sale!

Real Referrals

Go beyond the testimonial quote and share real referrals from clients whose pain points you solved with custom solutions. Keep a file of case studies, testimonials, and social media mentions ready to add to any presentation.

Create internal case studies if your company is relatively new and you have few referrals or testimonials. Use your product or service to solve your company’s pain points and document the process. Through quality video presentations , your company can also expose insightful information if your referrals aren’t enough, as said videos demonstrate the operational aspect of the product or service you intend to sell.

Regardless of the background, this section aims to increase credibility and authority. Use real data in clear visualizations to showcase gains like ROI and production. Ensure that what you share makes an impact. Storytelling techniques come in handy at this point.

The pricing slide is optional

The slide with pricing is optional. Generally, fixed pricing is more apt for a slide in a sales presentation template . Flexible or complex pricing needs more than a slide. 

Putting the case study as an example, the buying company has 30 product lines but wishes to conduct a trial run for the software solution you are selling them, on 5 product lines for 90 days. Based on the initial results, they will gradually upscale the service. 

In a case like this, the price negotiation is managed by both companies’ financial departments, where accurate quotations are handled. On the slide, you can link to the spreadsheet where calculations are conducted, but you can leave detailed calculations out of the conversation completely. 

Closing  

Thank everyone that attends the call or meeting. And also, include a Thank You note on the last slide. Use your second elevator pitch , the second shot, at this point. Leave the ball in the buyer’s court and make it easy for them to buy. Close the sale by agreeing for your financial team to contact theirs.

Include all forms of communication on that slide with hyperlinks to call you on the phone or get in touch via email.

Design the Slides with Visuals

Designing the slides means putting it all together into a set of slides that flow along with your speech or recorded video-over. We won’t go too deep into this point, but be sure it’s important! Here are some essential things to achieve when designing slides:

• A balanced layout on all slides.
• Harmonious transitions from slide to slide.
• Visual unity between slides.
• A unified color and font scheme.
• Licensed visuals, videos, and images.

This is what your sales presentation can look like.

Save Time With Templates

PowerPoint Templates are the ultimate timesaver for anyone creating presentations. Not only do they save time in development and production, but they also help with visual consistency and flow. Using predesigned templates where you only need to change the content and the colors is ideal for someone with minimal design skills or limited time. FYI, even designers use templates.

Presentation delivery is more important than all the other steps combined. At the point of delivery, your goal is to convince and then persuade the buyer that your solution is worth investing in. 

Practice your Speech

At this stage, top-performing sales professionals stand out from the rest. A memorized speech and perfect slides won’t make the sale; YOU will. The entire transaction depends on you and how you connect with the buyer.

Here are some tips on how to turn a speech into a conversation that will lead to a close.

• Develop and train your voice. Simply memorizing information isn’t going to make sales; you need to practice voice inflection and change of pace. Don’t discount taking speaking courses to improve your skills.
• Record yourself practicing and play it back. Take notes on what you can improve and what can be discarded. 
• Ask peers and colleagues for feedback.
• Always keep improving from every sales presentation.
• Practice for many scenarios; standing in front of a group, sitting at a table next to people, via virtual call.

Remember that all this work you’re doing is for the prospect’s benefit. Don’t talk at them; talk with them. Don’t deliver your presentation dryly or rushed; give yourself and each other time to converse.

Distributing Presentations Digitally 

You won’t always be able to visit the prospect in person. Practice delivering the sales presentation and speech on camera. On some occasions, you won’t be able to meet the prospect. In this case, create the presentation and then record yourself presenting on each slide. Use tools like Loom or Nimbus to record yourself while presenting the slides.

Body Language

It is imperative to be mindful of your body language when delivering a sales presentation, as also interpret your customer’s body language signals. In corporate environments, the interactions between buyer and seller are carefully handled in terms of speech, documents, and deals, but our bodies are able to convey our true feelings about a situation without us even realizing such a fact.

Eyes are a window to the soul, and where a spectator places their focus is usually their main point of interest. If the audience is looking at you, their interest is targeted to what you are disclosing. On the other hand, if you perceive the audience is looking at a distracting element or at no specific point, like gazing at the horizon, then you should revive the presentation with a hook or introduce a surprise element. Constant staring is considered an intimidating practice in Western cultures, so avoid being too forward when speaking to your client. A good ratio of eye contact for sales is between 55-65%.

Anxiety can manifest in multiple shapes, such as toe tapping, pursing lips, unstill hands, or continuous neck movement. Drumming fingers is a common sign of impatience as if your content isn’t relevant or boring to the audience. Playing with desk elements, doodling, or looking at the smartphone are signs of boredom and annoyance. Keep extra care if you see attendees leaning into their arms, as it is a clear sign of a desire to leave the meeting.

When delivering a sales presentation, avoid common non-verbal communication mistakes such as:

• Hands in pockets : It suggests a lack of transparency in the information disclosed.
• Arms crossed close to body : Protectiveness against the audience.
• Posture : Slouching your back is a no-no unless you have any kind of proven physical limitation. Otherwise, it transmits a lack of interest and an unprofessional look.
• Watching the clock : While it is okay to be mindful about the remaining time available in a sales presentation, watching your clock can be felt as if you want to run away from the room as quickly as possible.

The type of follow-up after a sales presentation will depend on if you closed or not. Hopefully, by this point in the relationship with your prospect, a follow-up will come naturally through a few emails or calls. Keep the conversation going and share compelling content and data to help them finalize the deal.

If you close on the sales presentation, the follow-up will be more about financial exchanges. Nevertheless, keep communicating with them and let them know you are always available to discuss whatever they need. 

6 Tips to Supercharge Your Sales Presentations

To succeed in high-profile sales, go beyond the basics to make your presentations close on business deals, increase conversion rates and build meaningful business relationships.

1. Be actionable

At every point in the sales process, ensure the prospect knows where they stand. Expose the next steps in the sales negotiation through conversations and email. Share the sales process with prospects at first contact, letting the buyer know you’re not hiding anything. 

Don’t take the negotiation like a closed deal from the start. The buyer is the one that ultimately makes the decision, but that doesn’t mean you have to put pressure on them. Instead, be actionable and help the buyer make an informed decision that will benefit their company immediately and in the future. Show them how easy it is to take action and close the sale.

2. Presenting the Cost of Not-Doing

When prospects push back, they still don’t see the full value of what you’re offering in terms of what it will cost them if they don’t close the sale. This is why including data visuals and convincing information about the Cost of Not-Doing is a critical angle for your slides.

Use storytelling with numbers and data to create a sense of urgency. Take a cue from Zig Ziglar and his view on the topic, “The fear of loss is greater than the desire for gain.” Present the cost of not-doing as a non-action, leaving everything the same. Continuing with ineffectiveness only results in loss of profit, wasted time, and disgruntled factory managers.

3. Show Empathy Over Sympathy

In sales, it’s all about the attitude you bring to the table when doing a sales presentation. Not only do you have to believe that what you sell solves problems well, but you also have to believe that what you sell is helping people by making their job easier. Therefore, you’re making their lives better. 

In the case of your software company creating a custom dashboard, the buyer’s pain points are:

• Their current tech stack is inefficient.
• Reports take too long to export.
• Troubleshooting is a mess.

Go a step further and ask the buyer what happens when the reports take too long, or the troubleshooting could be smoother. Highly likely that there’s downtime in production or reporting. And what does that lead to? Frustration. And manager frustration leads to negative attitudes toward employees, leading to complaints. 

Show the buyer how your solution doesn’t just help monitor production but also makes your managers and employees more content with work. When employee satisfaction increases, it leads to employee retention. In the opposite scenario, there are unhappy managers and higher employee turnover.

4. A Good Image Across Your Slides 

Just as your appearance influences your sales career, so do the presentation slides you prepare, develop and deliver. It starts with the visual aspect and the design of the presentation as a whole. Here are some best practices to follow so you can achieve a good, professional image all around. 

• Have an offline format for the presentation. Have it on a USB stick, not online.
• Be ready for any kind of question.
• Ensure the presentation is compatible with viewing on different formats; tablet, laptop, mobile, PC, or projector.
• Use catchy, engaging, branded visuals like infographics slides , illustrations, data visualization, video, and voiceovers .

5. Presenting ROI Projections

When deciding which data to visualize, put ROI projections at the top. Showing projections and visions of the buyer’s success increase the chances of closing the sale. This technique is the opposite of showing the cost of Not-Doing. 

With ROI projections, you put the buyer in a privileged position. You show them how much they will gain from their investment. Go further and project how long it will take to repay the investment. Hopefully, it’s not very long!

6. Be on Brand

The content and visuals on your presentation slides must reflect the company’s brand with a compelling narrative. We already mentioned the importance of believing in your product or service. Take it further and believe—and stand behind—the company brand’s values, mission, and vision. 

Aligning with the company’s values will help you see the sales process as a way to grow the brand you work for and your career as a sales professional. Craft the sales presentation with this in mind, and take your sales career to the next level with every close you make.

Your role in a sales presentation is to embody the brand, the product, or the service, as the best and only solution to the buyer’s pain points. Craft and practice your messaging to reveal how the buyer’s situation will improve once they close. 

Use SlideModel templates for full deck presentations, individual slides, and design element collections to help craft sales presentations that convert. Choose the perfect data visualizations and infographics to share the Cost of Not-Doing. SlideModel has your back.

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Sales Process Explained: 7 Stages of the Selling Cycle

One of the main reasons a lot of people enjoy working in sales is for the freedom that the profession allows. Being charismatic, passionate, and enthusiastic is a considerable part of the job description.

With that being said, working as a salesperson also involves technical skills, as well as understanding a handful of selling methods and techniques.

One of the most fundamental processes that every business person needs to follow, in order to see a consistent success rate in sales, is the sales process.

A sales process is the sequence of actions that helps salespeople find their customer base, make their product presentation, and ultimately, close deals.

This guide will introduce you to the seven stages of the sales process and how you can effectively put it to motion for your own business.

Read along, to learn:

What Is the Sales Process?

Why is the sales process important, the 7 steps of the sales process, how to use a crm for sales process automation.

The sales process refers to the step-by-step, logical actions a salesperson takes, to eventually lead potential customers towards buying a product or service.

The sales process is generally made up of 7 steps.

At each of these steps, the salesperson tries to push leads and potential customers further down the sales funnel.

Some of the tools that salespeople use to convince potential customers to make a purchase are advertising, promotional offers, cold calling/ emailing , content marketing , and more.

Now, it’s important to understand that what makes a sales process a process is documentation.

If your salespeople all have different ways of closing deals and nurturing leads, then it will be hard to document each employee’s knowledge. And once those employees leave the firm, their knowledge and expertise leaves with them.

Additionally, not having a documented sales process makes training new employees harder, and therefore scaling your sales efforts even harder.

Documenting your sales process isn’t hard. You can use three methods: pen & paper (the traditional way), flowcharts, or dedicated sales software (CRM).

Ability to Scale Sales

Businesses with a predefined sales process see 18% more revenue growth than those without one. That’s because, without a process in place, deals are simply marked as a win or loss, and there’s hardly any measurable data to show which specific actions are working or failing.

Whereas continuously keeping track of your sales on a customer management system (CRM), provides you with a lot of valuable insights, that can be analyzed to identify improvement possibilities.

For instance, you can easily understand at which point in time your deals are getting stuck or slipping away, just by looking at the data reports of your sales process.

These reports can then be further analyzed and reviewed, to identify the root problem, brainstorm solutions, and adjust the necessary improvements.

If you want more tips on how to increase your business’ sales, check out our full guide on small business sales .

Predict Future Sales

A repeatable sales process makes it simpler to predict your future results.

You can get insights on your average win rate, focus on prospects and leads proven to deliver more business, forecast how long each stage of the process will take, and overall go through the process faster and more efficiently.

Faster Employee Training

Having a standardized sales process makes the training of sales representatives a fast and simple process, as you can show them almost exactly what actions to take in various sales situations.

As a small business owner, this can take a lot of weight off your shoulders, and give you extra time to focus on other business operations.

When talking about the sales process, keep in mind that there are countless variations of the process in terms of the number of steps and nomenclature of these steps.

The strategy behind it, however, remains the same, and businesses adapt to it according to their specific products and services.

In this guide, we will be breaking down the process into 7 steps, which include planning and preparing for a sales presentation, the presentation itself, closing the sale, and following up to ensure customer satisfaction.

1.  Prospecting For Leads

Prospecting is the process of identifying potential customers and buyers. It’s the very first step in the sales process because, in order to market something, you must first have a fitting audience for it.

An important part of prospecting is creating an ideal customer profile (ICP) that you’ll be selling to. An ICP basically contains descriptive information about your target audience, such as their demographics, interests, behavioral traits, personal background, how you’ll reach out to them, and more.

Once you’ve got your ICP figured out, you can look for potential prospects and leads.

Now, it’s important to note the differences between a prospect and a lead, as the terms shouldn’t be confused.

Leads are the names and identities of the individuals, businesses, and other potential buyers who have expressed interest in one of your goods and services. This interest can be seen as them visiting your company website, subscribing to your blog, signing up for a free trial, commenting on social media, and so on.

Once a lead has been qualified and aligns with your target audience and buyer persona, they can then be considered a prospect. We will talk more about how this qualification is done as we go along, as it is a crucial part of the third step in the sales process.

2.  Contacting Prospects

After you’ve found your group of leads, it’s time to make the first contact. The goal of this contact is to hopefully set up a more formal meeting, in the near future.

The communication channel you decide to contact them through depends largely on what stage of their buyer journey they’re in.

So, say for instance your lead is navigating through your website for help, and looking at the related FAQ section. At this point, your potential customer might not be looking to make a purchase just yet. That’s why in this scenario, it would be best for you to reach out to them via email, rather than trying to set up a face-to-face meeting.

But if your lead has submitted a query, or is requesting a product demonstration, that’s a clear indicator that it’s time to step it up and maybe give them a phone call.

After choosing a communication channel, pay close attention to the way you present yourself and the product in this interaction.

Tailor the key benefits of your good or service for each prospect, and try to express a sincere desire to solve their problem, and satisfy their needs. If you’re sending a message or email of any kind, use clear, descriptive language, proper punctuation, be concise, and end it with a friendly closing note.

3.  Qualifying Leads

After you’ve had your handful of sales calls, and some of your leads are interested in learning more, it’s time to dig into research and decide which of these buyers qualify as prospects.

Now, there are multiple ways you can go about this, but as a start, try to focus your analysis around answering these three main questions:

• Does the prospect have enough money to buy?
• Does the prospect have the authority to buy?
• Does the prospect have the desire to buy?

A simple way to remember these qualifying questions is to think of the word MAD, which stands for Money, Authority, and Desire. So, when in doubt, remember to focus on people that are MAD.

Want to learn more about how to effectively qualify leads and easily sift through the unqualified ones? Then, head over to our guide on understanding the sales funnel .

4.  Presentation

Now, it’s finally time for your presentation, also known as your sales pitch . The presentation is a continuation of the initial contact, and its main goal is to provide the prospect with as much valuable information as possible and persuade them into buying.

Presentation approaches vary and are usually customized to the unique interests of each prospect.

With that being said, regardless of the method of presentation, it’s important you always touch upon the following topics:

• Your product. Fully discuss its features, advantages, and benefits.
• Your marketing plan. If you’re presenting for a wholesaler or retail company, suggest ways on how they can resell your product. For end consumers, talk about how they can use it.
• Your business proposition. This is the value of your product to its cost. Try thinking of the answer to the question “What’s in it for the customer?”

Another key part of the presentation you need to pay attention to is body language. Just as you’re studying your prospect for any buying signals, they are carefully watching your movements and mannerism and looking for sincerity. And yes, this applies to online presentations via Zoom or Hangouts too.

Smile, make eye contact, keep a confident posture, and try to radiate only green signals to show the customer that you’re prepared and that you care.

5.  Address Objections

The road to success is always under construction. That’s why you shouldn’t be discouraged if your prospect has some resistance or objections regarding the product or the terms of your offer.

Here are some helpful tips you can use, to handle objections properly:

• Plan beforehand, by considering any reasons the prospect wouldn’t be interested or benefit from your product. Figure out ways to overcome these disadvantages, and structure your presentation in a way that minimizes the possibility of them arising in the conversation.
• Listen all the way through , and show sincere interest when they’re speaking. One big mistake salespeople make is leaping on an objection before the prospect even has the chance to finish their thought.
• Keep it friendly, and don’t take the objection to heart. Attempt to respond in a way that’s respectful to avoid appearing hostile.
• Be realistic. No product is without a fault or drawback. Acknowledge hopeless disadvantages when they’re brought up, and move forward with the conversation by putting the focus on the major benefits of your product.

6.  Closing the Sale

A big part of closing a sale is knowing how to read buying signals.

A buying signal can be anything that hints prospects are being convinced to purchase your product. If they relax and become friendlier, ask questions about your return policies or payment terms , or pull out an order form, it may be time to move towards the close.

A second, really important part of the closing process is the closing technique you use to ask the buyer for the order.

One of the most effective closings is called the alternative-choice close. With this approach, you don’t give prospects the option of buying or not buying, but rather you just ask how many, or which item they would prefer. Take, for example, a salesperson who asks: “Which would you like - the red or the blue necktie to go with your suit?”.

Another closing technique is the assumptive close, which assumes the prospect will buy. It can be made with statements such as “I’ll have this shipped to you in a week”.

For more effective sales techniques that lead to a fast close, head over to our guide on sales strategies .

7.  Follow-Up

As a business owner, you work hours, days, weeks, and sometimes even months to convince prospects into becoming customers. To prevent the sales process from ending with just one sale, it’s important that you follow-up and make sure your customers are satisfied.

Here are some practical actions you can take that go a long way in maintaining great customer relationships:

• Keep your word. If, for example, during the closing process you promised to offer an early payment discount, make sure to include that discount when sending the invoice . Failing to do so can destroy the relationship in an instant.
• Respond to complaints. Nothing shows that you value customers like being responsive, and listening to their needs. If a customer is dissatisfied with your service for an honest reason, such as being delivered the wrong size, color, or quantity, always compensate them.
• Be appreciative. Send personalized holiday or special occasion cards, annual birthday emails, mail clippings that may interest them, so that they are aware of your appreciation.

A very big part of the sales process can be automated with the help of CRM (customer relationship management) software, like Deskera.

Deskera CRM equips your business with an intuitive platform that gives you full visibility across all stages of your sales process.

Through the Deals dashboard, you can split up your leads by status, and be aware of which stage any given prospect is, in real-time. You can also add notes, documents, and email conversations to these stages, and mark them as won or lost once the process is over.

The software then uses the data stored to automatically generate reports and provide you with valuable insights into how your sales process is going. View loss and won statistics, monitor your sales team’s progress, keep track of upcoming activities, and more, in one dashboard.

The best part?

Deskera CRM is integrated with both payroll and accounting software so that you can get a complete 3-in-1 enterprise tool, and take full control of your small business management, through one platform.

Take control of your workday, and start automating with Deskera, for just $149 a year.

Give the software a try right away, by signing up for our free trial . No credit card details necessary.

Wrapping Up

Understanding how the sales process works is one of the most important steps to becoming a successful business owner. Not only does the process help you generate more revenue and locate improvement possibilities, but it also paves the way for healthy, long-term relationships with customers.

Here are some of the key takeaways of our guide, you should always keep in mind when putting your business’ sales process into motion:

• The very first step of the sales process is prospecting, and it includes searching for potential leads to reach out to.
• The second step involves making the first contact with these leads, to hopefully set up a more formal meeting, in the near future.
• After some contact, you have to qualify leads into prospects by looking for customers that have MAD (money, authority, desire).
• Once you’ve qualified the right prospects, it’s time to make your sales pitch, where you describe your product, marketing plan, and business proposition. Some objections may arise during or at the end of the presentation, so remember to listen to these all the way through, and always respond respectfully.
• If everything else is done right, closing the sale comes naturally. Try to look for buying signals, and then, ask the buyer for their order.
• The sales process doesn’t end with the sale. You have to follow-up and make sure your customers are satisfied, so that the customers continue to purchase from your business.
• Almost every step of the sales process can be automated by using CRM software like Deskera.

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How to Craft a Sales Presentation Outline (+ Examples)

Related articles, lead vs prospect vs opportunity: what's the difference, 52 lead generation statistics to consider in 2024, top 14 email nurture campaign best practices.

Selling Signals content and product recommendations are editorially independent. We may make money when you click on links to our partners. Learn More .

A sales presentation outline is an ideal flow of talking points that guides the creation of the spoken part of a sales presentation, which is often supported by a visual sales deck. To allow for personalization, outlines contain both pre-written language and prompts. Most sellers use outlines as templates for longer, in-depth presentation scripts that they create for each new prospect. The outline ensures that you hit key talking points in the right order.

Sales Presentation Outline Key Components

A typical sales presentation outline for effective lead nurturing includes small talk and introductions, agenda-setting, problem analysis, solution and benefits, social proof, and a call-to-action. Solid outlines will promote around 20–30 minutes of presenting time. Depending on the salesperson and their unique situation, an outline might expand certain components into multiple components, add components, or exclude some entirely.

This outline is what you get when you boil down all the great outlines to their fundamental parts:

Small Talk & Intros

Agenda-setting, problem analysis, solution & benefits, social proof, call-to-action.

For around 3–4 minutes, engage in light conversation and introduce yourself and your company to the prospect. Ask questions about their work, life, vacations, or anything else they’re interested in. Tell them about your credentials and your company’s mission and ideal customers.

In 1–2 minutes give the prospect a high-level overview of what topics you’re going to cover during this presentation. At the end, ask them to confirm that they agree to the structure as you’ve laid it out.

Spend 5–10 minutes analyzing the prospect’s major problem. Name their main pain point or challenge, then state its underlying causes and costs. Also, agitate the pain by explaining the negative consequences of letting it go unsolved.

For 5–10 minutes, introduce your product or service and explain how it works to solve the prospect’s problem. Then state the relevant benefits the prospect will get if they buy the solution and eliminate their issue. Focus on features or services that directly relate to their needs.

Use 3–5 minutes to establish some credibility by sharing customer success stories, case study findings, or testimonials. Choose social proof that involves a customer that has a similar business type as your prospect and experienced similar hurdles and roadblocks.

In 1–2 minutes, summarize what you’ve covered, and then tell the prospect what the next steps would be if they wanted to move forward. Ask them to take these next steps with you, and give them a strong reason to do so.

To see how a salesperson might change the components to fit their specific needs, imagine a software sales rep expanding the “describe your solution and its benefits” section into three parts: “present solution,” “give demo,” and “give user a trial run.” As you create your own general outline, make it work for your most common presenting scenario, and perhaps create a few others for less common scenarios, be it competing against another provider or upselling a client.  

How to Create Your Own Sales Presentation Outline

There are concrete steps to follow to draft a 1–2 page, customizable sales presentation outline that you can use as the ongoing foundation for all your personalized sales presentation scripts. The steps include picking a product or service, adding small talk prompts, writing an introductory statement, and crafting sections for agenda, problem, solution, social proof, and call-to-action. Read on to learn how to do each step. Note that the steps below follow the components above.

1. Pick One Product or Service

Choose one of your product tiers or service lines for your sales presentation outline. This enables you to write more language that you can simply copy and paste into the custom-tailored scripts. For example, in the solution section of the outline, you could write three sentences describing this specific product tier. And you won’t have to change that for each new prospect you present to. This means that you should create one outline for each product or service.

2. Provide Some Conversation Starters for Small Talk

Sometimes small talk flows naturally in the first few minutes of a sales presentation. Other times, you’ll need to get things going with some surefire conversation starters. To avoid encountering any brain freezes or awkward silences, use the small talk section of your outline to list 3–4 potential questions that you can ask your prospects to initiate small talk. Industry news, hobbies, or their current business ventures are often the safest topics.

Here are some examples of customizable questions to put in a sales presentation outline:

• As a {Job Title} , I’d love to hear your thoughts on {Recent Industry News or Event} .
• So you’re from {Location} . Is it fair to assume you’re a {Sports Team} fan?
• Last time we spoke, you were working on {Project} . How’s it going?

While preparing for a presentation, choose the prompt that will work best for the specific prospect. Researching their social profiles will provide you with some guidance. For example, you might find that the prospect has been posting on Twitter about their sports team. If that’s the case, use the sports conversation starter for your personalized sales presentation script.

3. Create Your Introduction Statement

Your introductory statement will likely remain the same for most of your prospects. This is where you tell your prospect about your company and yourself as a representative or owner of that company. This section gives the prospect context, which helps them understand the more complex subject matter you’re going to present to them later on in the presentation.

Here are the barebones of an effective introduction for a sales presentation outline:

• Segue: Transition out of small talk by saying that you want to respect their time, then thank them for attending.
• Your Professional Bio: Tell the prospect your name, title, experience in the industry, and relevant credentials.
• Your Business Bio: Share your business’s name, how long it’s been in business, and one line explaining what the company is (e.g., a renowned real estate brokerage).
• Why Customers Come to You: Name 2–3 of the major challenges that inspire customers to come to you for help.
• Quick Overview of How You Help Them: Briefly explain what your business provides and how it solves these challenges.

When personalizing this part of the outline for a particular prospect, you might change little things to make it more relevant and interesting to them. For example, you could exchange one of the common major customer challenges for one this specific prospect is suffering from. But, for the most part, it won’t change much, so it’s worth committing it to memory. 

Below is an example of an introductory statement you’d find in a sales presentation outline:

“As much as I’d love to keep chatting about {Small Talk Topic} , I want to be respectful of your time and begin the presentation, which I thank you all for attending.

First, I want to share a little about myself. My name is Sam and I’m a sales executive here at Stingray Dealers. I’ve been working in the marine conservation space ever since I graduated college with my marine biology degree four years ago. Since then, I’ve been awarded best aquarium consultant for three years running.

Our 10-year-old company, Stingray Dealers, is a renowned aquarium provider of the rarest and most endangered stingrays.

Aquariums often come to us because they’re sick of getting nothing but round rays from their providers and because they’re struggling to keep their stingray petting area stocked with a variety of rays.

That’s where we come in. Thanks to our cutting-edge diving equipment, relations with wildlife protection agencies abroad, and ray-based sonar, we’re able to provide a steady flow of the most desirable rays in the sea, and at incredibly affordable rates.”

After delivering a solid introduction and providing your prospect with some context, it’s time to set the schedule for the rest of the presentation.

4. Write Your Agenda Section

The agenda section of your sales presentation outline is where you’ll give your prospect the outline of the remainder of the presentation. You’ll set their expectations and give them a sense of direction so that they don’t feel like they’re in the dark. The agenda section includes a segue into the agenda, a structure preview, and a request for the prospect to commit. It should also have plenty of prompts for personalization.

Here are the core parts of any solid agenda section for a sales presentation outline:

• Segue From Introductions: Thank them for listening to your introduction and tell them you’d like to set an agenda for the day.
• Share the Presentation’s Structure: Briefly explain what you’ll cover during the presentation.
• Ask Them to Commit: Check with your audience to see if they’re okay with the agenda you’ve created.

If you wanted to really hook the prospect, you could also make a promise to create some suspense, like “at the end of this presentation I’ll also reveal the most important habit that leads to success in this industry, based on hundreds of interviews with our customers.” Only do this if you do have something absolutely astonishing to share with your prospects. Otherwise, you’ll risk letting them down at the end.

Below is an example of an agenda section you could see in a sales presentation outline:

“Thank you all for listening to my spiel. Now I’d like to get things rolling with an agenda. Over the next 30 minutes, I plan to show you why we’re the right fit to help you {Prospect’s Goal} .

I’ll start by explaining the causes and consequences of your major issue, {Prospect’s Problem} . Next, I’ll give you an overview of our solution, {Your Product or Service} , and explain how it will help you overcome your challenge. From there, I’ll share a few success stories about customers like you, and then we’ll open the floor for questions.

How does that sound?”

After the prospect agrees, you can start to dig into their issue and reveal to them just how serious it is, not to mention how well informed you’re about it.    

5. Craft Your Problem Analysis Section

The problem section of your sales presentation outline is going to change almost entirely from prospect to prospect because each potential customer will have a different combination of issues, related costs, and underlying causes. Nevertheless, your outline should provide some helpful guidance for writing your more detailed script by giving you a structure to follow.

Here are the major components of a problem analysis section:

• Name the Major Problem or Challenge: Describe the most pressing problem that the prospect has shared with you.
• Share the Problem’s Underlying Causes: Based on your analysis, share 2–3 things that you believe are causing or contributing to the issue.
• Describe the Costs of Not Solving the Problem: Share 2–3 negative consequences of letting the problem go unsolved. In other words, irritate the pain.

By proving to the prospect that you’re knowledgeable about the nature of their problem, you’ll win their trust, and they’ll be more likely to give heavy consideration to your proposed solution. Again, this section of the outline is more so steps with a bit of advice than pre-written language. That’s because it has to be extremely flexible.

Here’s an example:

“From our previous discussions, I learned that your company’s major problem is {Major Problem} . Based on our years of experience working with other {Company Type} and what I know about your business processes, it seems like the causes of this issue are {Underlying Causes 1 and 2} . We’ve had customers who came to us a long time after this issue arose and by then they were suffering from {Cost of Not Solving the Problem ASAP} .”

Now that the prospect is convinced that their problem is something they need to solve quickly, it’s time to begin telling them how you’re going to fix it for them. 

6. Draft Your Solution Section

The solution section of your sales presentation outline is where you introduce the product or service that will help your customer solve the problem or challenge you analyzed in the previous section. You tell them what the solution is, how it works, why it solves the issue, and the benefits the prospect will receive if they buy it.

Here are the main subsections of an effective solution section:

• Solution: Name the product or service and tell your prospect the unique selling proposition .
• Why It Solves the Issue: Explain the features or services that will eliminate the main causes of the prospect’s major problem.
• Benefits: Share 2–3 positive results that the prospect will experience if they choose to purchase the solution.

The first paragraph of this section, introducing your service, can be reused without adjustment from customer to customer, especially since this outline is for one specific solution. Of course, the middle bullet, how it relates to the specific prospect’s issue, will change, so that part should include prompts for personalization. When you write a script for a presentation, you may also alter how you describe the solution or which benefits you list based on the prospect’s interests.

You can see what we mean in this sample solution section:

“Stingray Dealers offers an annual stingray replenishment service that comes with ongoing care. Unlike other dealers in the space, we consistently check on the stingrays to ensure they’re happy and well taken care of.

As for your problem with {Prospect Pain Point 1} , {Service 1} will take care of that by {How Service 1 Solves Pain Point 1} . Furthermore, {Service 2} will help you eliminate {Pain Point 2} by {How Service 2 Solves Pain Point 2} .

With us, you’ll experience {Benefit 1 Prospect Desires} and {Benefit 2 Prospect Desires} . We think this will also help you reach your {Want/Need/Goal} .”

At this point, your prospect is probably excited about the idea of working with you, but still a bit hesitant because words are cheap. In the next section, you’ll prove your claims are sound.

7. Create Your Social Proof Section

In your outline document, write a brief transition and then include links to several social proof options, such as case studies, testimonials, or customer success stories, which display customers succeeding with your chosen product or service. This way, when you create a personalized presentation script, you can quickly choose the 1–2 social proof options from the outline that will most relate to and impress your current prospect.

If you want to get ahead of the game, we recommend also writing out a short summary of each success story or case study so that you can easily copy and paste it into your personalized sales presentation script. And for easy reference, consider labeling the social proof based on the type of company rather than the company name. For example, Enterprise Client Case Study will likely mean more to you when drafting a presentation script than Carlisle LLC Case Study.

Here’s an example of what a social proof section might look like in a sales presentation outline:

“So, we’ve told you what we can help you achieve with our stingray replenishment service. I find that it always helps to hear about how others have used the service successfully. So I’d like to briefly walk you through two case studies about clients who, just like you, were {How the Companies in the Stories Are Similar to the Prospect} .

• Aquarium Company Case Study: The Denver aquarium came to us back in May 2022 because attendance was down 31% from last year and they wanted to open a new stingray exhibit and use it as a promotion. We were able to provide them with 6 different types of stingrays, 2 of them extremely rare, and directed them on how to set up the exhibit to optimize the attendee and stingray experiences. Within four months of establishing the exhibit, it had become the most popular at the aquarium, and one year after finishing the exhibit, their ticket sales had increased by 65%.
• Marine Bio Research Facility Case Study: Write a summary like the one in the first bullet point.
• Pet Store Business Case Study: Write a summary like the one in the first bullet point. ”

After sharing some ways that past clients have benefited from your business, it’s time to push the deal forward with a call-to-action.

8. Write Your Call-to-Action

Next, write a call-to-action (CTA) in your outline. In a sales presentation, salespeople typically ask leads if they’re ready to see a proposal. But it differs based on your sales process . Regardless of your ask, it should be clear and straightforward so that your prospects know exactly what you want them to do. It should also be enticing. Give your prospects a reason to take the next steps with you by mentioning the benefit of doing so.

Here are the components of a successful CTA section of an outline:

• Presentation Summary: In a few sentences explain their main issue, the product or service that will enable them to solve it, and the overarching value you’ll deliver.
• Next Steps Request: Tell the prospect what they should do next if they want to continue evaluating you as a provider or partner. 
• Presentation Closing: End the presentation by thanking your prospects for attending, then tell them the floor is open for questions.

Summarizing the presentation and your findings prior to delivering the CTA is important because it reminds prospects about all the great things you can do for them. And the reason for not ending at the CTA is that most buyers expect to be able to ask some questions, but some might not do so unless you give them permission first. The close section allows you to give the green light and end the presentation on an upbeat, less salesly note.

Here’s an example of a call-to-action section in a sales presentation outline:

“Today we’ve learned that Stingray Dealers can help you overcome {Prospect Problem} and give you {Value Proposition} .

If you’re ready to join hundreds of other satisfied businesses and start wowing customers with the most amazing stingrays, please tell me at the end of this presentation. I can then give you pricing and we can go over the best service package for your company.

And with that, I want to end today’s presentation. Thank you all for the gift of your attention. I now want to hear from you. Do you have any questions about our company, service, or anything else?”

Keep in mind that this is for creating an outline that follows our basic sales presentation outline structure. You can include other sections like “pricing” or “industry trends” if that better suits your needs. For other sections to include, see the outlines in our article sales presentation templates .

3 Tailored Sales Presentation Outline Examples

Below are three sales presentation outline examples: brand competition, B2B, and B2C services outlines. Unlike the examples in the steps above, these don’t include pre-written verbiage. Instead, they’re structural outlines that help you see how different presentation situations call for different combinations of sections. In practice, you’d write out pre-written language for each section (bullet) — refer to the section examples in the steps above to see how, then keep reading below.

Sales Presentation Outline for Winning a Competitor’s Customer

Who Should Use It: Sales professionals who are presenting to a prospect that’s currently working with a competing brand.

Why It Works: This outline structure includes sections like “competitor analysis” and “differentiators,” which serve to show the prospect why your solution is a better choice for them than their current provider’s.

• Small Talk and Introductions: Open with some friendly conversation and introduce your company in a way that sets it apart from the specific competitor.
• Agenda: Tell the prospect what you’ll cover today and what you think they’ll get from attending.
• Goal Analysis: Review what the prospect has told you about their current goal and explain why they’re failing to reach it.  
• Competitor Analysis: Share a few reasons why their current provider is incapable of helping them reach this goal.
• Differentiators: Explain a few ways that your company is different from the competitor and why these differences make you better suited to help them.
• Solution and Benefits: Describe your product or service, explain why it’ll help them get what they want, and name 2–3 benefits.
• Customer Switch Success Story: Tell a story about a customer who left the competitor to work with you.
• Call-to-Action: Close out the sales presentation and ask the prospect to take specific next steps with you.

B2B Sales Presentation Outline Example

Who Should Use It: B2B salespeople who want to challenge their prospects to think differently about their industry.

Why It Works: This presentation outline is designed to position you as an industry insider with big ideas that are going to dramatically improve the company’s operations, revenue, or whatever metrics your solution will affect.

• Small Talk and Introductions: Talk a bit, then share a bit about you and your business and ask attendees to introduce themselves by stating their job title and name.
• Agenda: Tell your prospect(s) the structure of the presentation and build up some excitement by promising to share a unique idea for how to capitalize on a trend.
• Industry Trend: Explain an industry shift (e.g., Gen Z starting to buy homes) and how it will impact this specific business and its place in the market.
• Opportunity: Describe an opportunity (e.g., start building relationships with Gen Zers through social) that this shift opens up and stress the importance of seizing it.
• Promised Land: Tell them all the great things that will happen to their business if they successfully take advantage of this opportunity.
• Your Solution: Explain how your solution will help them make the most of the opportunity and reach the promised land.
• Case Studies: Reveal a case study about a company that successfully used your solution to transform their business in a previous period of industry change.
• Call-to-Action: Make a confident statement about your ability to help and ask them to join you. Then open the floor for questions.

B2C Service Sales Presentation Outline Example

Who Should Use It: Sales professionals who are presenting a service such as landscaping, insurance, or financial advisory to individuals.

Why It Works: This sales presentation outline makes the prospect trust you as an expert by giving them transparency into your service and its pricing and by sharing success stories and your professional opinion about their goals.

• Small Talk and Introductions: Talk about the individual’s hobbies or relevant news. Share your credentials or rewards.
• Agenda: Give an overview of the different sections of today’s presentation. Ask them to confirm that this sounds like a solid plan.
• Goal Analysis: Review their reason for evaluating your business and make them feel like you can get them to their goal.
• Challenge Analysis: Describe the major pitfalls you expect they’ll encounter on their way to reaching their goal.
• The Plan/Process: Lay out your plan step by step for how you are going to help them overcome these challenges and reach their destination.
• The Service: Describe your role in this plan and tell them what services you’re going to provide and how the relationship will work.
• Success Stories: Share stories about customers you’ve helped. Pull up evidence to back up your claims, in the form of data, quotes, photos, etc.,
• Pricing: Review the pricing tiers of your service and explain which one you think is best for them based on their situation and needs. Tell them the second best option as well.
• Call-to-Action: Share your unique selling proposition, review the presentation’s key points, and ask them if they’d like to learn more about your service.

When you start with a basic outline like the ones above, and then expand on them by adding exact language and prompts for personalization, you’ll end up with a carefully considered, well-structured sales presentation outline that you can use over and over to succeed.

Top 5 Benefits of Writing a Sales Presentation Outline

Writing and using a sales presentation outline provides you with various benefits, including faster sales presentation preparation, never missing the main points, giving prospects a better experience, making your presentation process testable, and easily training new salespeople. Let’s go over each advantage a bit more in depth.

Save Time Preparing for Sales Presentations

With a sales presentation outline, it’s easy to sit down and craft a more personalized sales presentation script for each particular prospect. You already know what to say, and in what order to say it. Now all you have to do is elaborate on each part of the outline and make it relevant to fit the prospect’s unique situation. This will cut presentation preparation time dramatically.

Always Hit Your Critical Talking Points

Without a sales presentation outline, you might write a script that leaves out a key component, whether that’s a statement about pricing or an introduction to your business. This can hurt your chances of closing the sale. The outline, which tells you what to write, and therefore what to say during your presentation, ensures that you never miss the most important points.

Improve the Prospect’s Experience

When you know the overarching structure of the spoken part of your sales presentation, you can easily share that information with your prospects by putting the outline on one of your sales deck slides you have up during the agenda-setting portion. When prospects know what’s coming and where the conversation is headed, they’ll feel like they have some control.

Create a Testable Sales Presentation Process

When you have a presentation outline that you use repeatedly, you can start to test it against outlines with slight variations. For example, you could give 50 presentations with an introduction section and 50 without, track the average closing rates for the two groups in your CRM software , and find that the outlines with no intro section were 34% more effective at securing a next step. Consistent testing allows you to steadily march towards an optimized outline.

Easily Onboard New Sales Reps

There’s so much to learn when a new rep joins a team, so it’s important to do everything you can to get them up to speed quickly. By handing them a copy of your team’s sales presentation outline, new sales reps can easily learn your team’s sales presentation process. Right away they can start crafting well-structured spoken portions of their sales presentations.

Crafting a sales presentation outline makes the whole sales presentation creation process less time intensive, and it helps the delivery of your presentation come off as more persuasive and deliberate.

Top 4 Tips for Drafting a Sales Presentation Outline

There are some best practices you can follow to produce the best possible sales presentation outline. They include using your customer profile, building more than one outline, studying great sales presentations, and getting peer feedback on your outline. Below we’ll expand on each tip.

Reference Your Customer Profile

Keep a copy of your customer profile next to you or on your computer while you create your sales presentation outline. This ensures that the language you use speaks to your target audience’s specific concerns and interests. Whenever you write a sentence, section, or prompt, ask yourself how your ideal customer would respond.

Create Scenario-Specific Outlines

Consider creating a separate outline for each of your most common presentation scenarios. For example, one salesperson might create a generic outline along with one for upselling current customers and one for stealing prospects from a competitor. Each one might have a different mix of sections. For example, the competitor stealing outline might include a competitor analysis section, whereas the generic presentation outline does not.

Watch Great Sales Presentations for Inspiration

If you’re struggling to figure out the ideal structure or verbiage for your outline, watch some sales presentations online or shadow a fellow rep’s presentation to a prospect. You’ll likely discover new turns of phrase, presentation sections, and rhetorical techniques that you want to include in your own outline. To get started, check out our article breaking down some exceptional sales presentation examples .

Get Feedback on Your Outline

Show your finished outline to 1–2 salespeople you respect and ask them to tell you if anything needs work. We can all too easily fall in love with our creations and become blind to any gaps or errors. Getting feedback will help you fine-tune your outline so that it’s as persuasive as possible.

Creating a sales presentation outline should be a careful and considered process. The outlines will serve as the starting points for every in-depth presentation script you write. An outline is a script’s parent. If the outline is shabby, so is the script, as well as the spoken portions of your presentations.

Frequently Asked Questions (FAQ)

What’s the difference between a sales presentation outline & sales deck template.

The sales presentation outline is a structure of talking points that guides the verbal part of your sales presentation. The sales deck template, on the other hand, is a set of slides with some pre-written language and some blank prompts — having one enables you to quickly build personalized slide decks, the visual backdrop to sales presentations. Together, the sales presentation outline and sales deck template make up the overall sales presentation template.

Bottom Line: Sales Presentation Outline

Having a sales presentation outline saved on your computer streamlines the preparation process for your sales presentations. Instead of starting from scratch, you have a structure to follow and some pre-written language that works on all prospects. Writing the tailored script will take minutes instead of hours. Next, check out how to create and give a sales presentation , where we teach you how to build out a personalized presentation for one specific prospect.

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7 Amazing Sales Presentation Examples (And How to Make Them Your Own)

7 Types of Slides to Include In Your Sales Presentation

Inside the mind of your prospect: change is hard, before-after-bridge: the only formula you need to create a persuasive sales presentation, facebook — how smiles and simplicity make you more memorable, contently — how to build a strong bridge, brick by brick, yesware — how to go above and beyond with your benefits, uber — how to cater your content for readers quick to scan, dealtap — how to use leading questions to your advantage, zuora — how to win over your prospects by feeding them dots, linkedin sales navigator — how to create excitement with color, how to make a sales pitch in 4 straightforward steps, 7 embarrassing pitfalls to avoid in your presentation, over to you.

A brilliant sales presentation has a number of things going for it.

Being product-centered isn’t one of them. Or simply focusing on your sales pitch won’t do the trick.

So what can you do to make your offer compelling?

From different types of slides to persuasive techniques and visuals, we’ve got you covered.

Below, we look at data-backed strategies, examples, and easy steps to build your own sales presentations in minutes.

• Title slide: Company name, topic, tagline
• The “Before” picture: No more than three slides with relevant statistics and graphics.
• The “After” picture: How life looks with your product. Use happy faces.
• Company introduction: Who you are and what you do (as it applies to them).
• The “Bridge” slide: Short outcome statements with icons in circles.
• Social proof slides: Customer logos with the mission statement on one slide. Pull quote on another.
• “We’re here for you” slide: Include a call-to-action and contact information.

Many sales presentations fall flat because they ignore this universal psychological bias: People overvalue the benefits of what they have over what they’re missing.

Harvard Business School professor John T. Gourville calls this the “ 9x Effect .” Left unchecked, it can be disastrous for your business.

According to Gourville, “It’s not enough for a new product simply to be better. Unless the gains far outweigh the losses, customers will not adopt it.”

The good news: You can influence how prospects perceive these gains and losses. One of the best ways to prove value is to contrast life before and after your product.

Luckily, there’s a three-step formula for that.

• Before → Here’s your world…
• After → Imagine what it would be like if…
• Bridge → Here’s how to get there.

Start with a vivid description of the pain, present an enviable world where that problem doesn’t exist, then explain how to get there using your tool.

It’s super simple, and it works for cold emails , drip campaigns , and sales discovery decks. Basically anywhere you need to get people excited about what you have to say.

In fact, a lot of companies are already using this formula to great success. The methods used in the sales presentation examples below will help you do the same.

We’re all drawn to happiness. A study at Harvard tells us that emotion is contagious .

You’ll notice that the “Before” (pre-Digital Age) pictures in Facebook’s slides all display neutral faces. But the cover slide that introduces Facebook and the “After” slides have smiling faces on them.

This is important. The placement of those graphics is an intentional persuasion technique.

Studies by psychologists show that we register smiles faster than any other expression. All it takes is 500 milliseconds (1/20th of a second). And when participants in a study were asked to recall expressions, they consistently remembered happy faces over neutral ones.

What to do about it : Add a happy stock photo to your intro and “After” slides, and keep people in “Before” slides to neutral expressions.

Here are some further techniques used during the sales presentation:

Tactic #1: Use Simple Graphics

Use simple graphics to convey meaning without text.

Example: Slide 2 is a picture of a consumer’s hand holding an iPhone — something we can all relate to.

Why It Works: Pictures are more effective than words — it’s called  Picture Superiority . In presentations, pictures help you create connections with your audience. Instead of spoon-feeding them everything word for word, you let them interpret. This builds trust.

Tactic #2: Use Icons

Use icons to show statistics you’re comparing instead of listing them out.

Example: Slide 18 uses people icons to emphasize how small 38 out of 100 people is compared to 89 out of 100.

Why It Works:  We process visuals 60,000 times faster than text.

Tactic #3: Include Statistics

Include statistics that tie real success to the benefits you mention.

Example: “71% lift driving visits to retailer title pages” (Slide 26).

Why It Works:  Precise details prove that you are telling the truth.

Just like how you can’t drive from Marin County to San Francisco without the Golden Gate, you can’t connect a “Before” to an “After” without a bridge.

Add the mission statement of your company — something Contently does from Slide 1 of their deck. Having a logo-filled Customers slide isn’t unusual for sales presentations, but Contently goes one step further by showing you exactly what they do for these companies.

They then drive home the Before-After-Bridge Formula further with case studies:

Before : Customer’s needs when they came on

After: What your company accomplished for them

Bridge : How they got there (specific actions and outcomes)

Here are some other tactics we pulled from the sales presentation:

Tactic #1: Use Graphics/Diagrams

Use graphics, Venn diagrams, and/or equations to drive home your “Before” picture.

Why It Works:  According to a Cornell study , graphs and equations have persuasive power. They “signal a scientific basis for claims, which grants them greater credibility.”

Tactic #2: Keep Slides That Have Bullets to a Minimum

Keep slides that have bullets to a minimum. No more than one in every five slides.

Why It Works:  According to an experiment by the International Journal of Business Communication , “Subjects exposed to a graphic representation paid significantly more attention to , agreed more with, and better recalled the strategy than did subjects who saw a (textually identical) bulleted list.”

Tactic #3: Use Visual Examples

Follow up your descriptions with visual examples.

Example: After stating “15000+ vetted, ready to work journalists searchable by location, topical experience, and social media influence” on Slide 8, Contently shows what this looks like firsthand on slides 9 and 10.

Why It Works:  The same reason why prospects clamor for demos and car buyers ask for test drives. You’re never truly convinced until you see something for yourself.

Which is more effective for you?

This statement — “On average, Yesware customers save ten hours per week” — or this image:

The graphic shows you what that 10 hours looks like for prospects vs. customers. It also calls out a pain that the product removes: data entry.

Visuals are more effective every time. They fuel retention of a presentation from 10% to 65% .

But it’s not as easy as just including a graphic. You need to keep the design clean.

Can you feel it?

Clutter provokes anxiety and stress because it bombards our minds with excessive visual stimuli, causing our senses to work overtime on stimuli that aren’t important.

Here’s a tip from Yesware’s Graphic Designer, Ginelle DeAntonis:

“Customer logos won’t all necessarily have the same dimensions, but keep them the same size visually so that they all have the same importance. You should also disperse colors throughout, so that you don’t for example end up with a bunch of blue logos next to each other. Organize them in a way that’s easy for the eye, because in the end it’s a lot of information at once.”

Here are more tactics to inspire sales presentation ideas:

Tactic #1: Personalize Your Final Slide

Personalize your final slide with your contact information and a headline that drives emotion.

Example: Our Mid-Market Team Lead Kyle includes his phone number and email address with “We’re Here For You”

Why It Works: These small details show your audience that:

• This is about giving them the end picture, not making a sale
• The end of the presentation doesn’t mean the end of the conversation
• Questions are welcomed

Tactic #2: Pair Outcome Statements With Icons in Circles

Example: Slide 4 does this with seven different “After” outcomes.

Why It Works:  We already know why pictures work, but circles have power , too. They imply completeness, infiniteness, and harmony.

Tactic #3: Include Specific Success Metrics

Don’t just list who you work with; include specific success metrics that hit home what you’ve done for them.

Example: 35% New Business Growth for Boomtrain; 30% Higher Reply Rates for Dyn.

Why It Works:  Social proof drives action. It’s why we wait in lines at restaurants and put ourselves on waitlists for sold-out items.

People can only focus for eight seconds at a time. (Sadly, goldfish have one second on us.)

This means you need to cut to the chase fast.

Uber’s headlines in Slides 2-9 tailor the “After” picture to specific pain points. As a result, there’s no need to explicitly state a “Before.”

Slides 11-13 then continue touching on “Before” problems tangentially with customer quotes:

So instead of self-touting benefits, the brand steps aside to let consumers hear from their peers — something that sways 92% of consumers .

Leading questions may be banned from the courtroom, but they aren’t in the boardroom.

DealTap’s slides ask viewers to choose between two scenarios over and over. Each has an obvious winner:

Ever heard of the Focusing Effect?

It’s part of what makes us tick as humans and what makes this design move effective. We focus on one thing and then ignore the rest. Here, DealTap puts the magnifying glass on paperwork vs. automated transactions.

Easy choice.

Sure, DealTap’s platform might have complexities that rival paperwork, but we don’t think about that. We’re looking at the pile of work one the left and the simpler, single interface on the right.

Here are some other tactics to use in your own sales presentation:

Tactic #1: Tell a Story

Tell a story that flows from one slide to the next.

Example: Here’s the story DealTap tells from slides 4 to 8: “Transactions are complicated” → “Expectations on all sides” → “Too many disconnected tools” → “Slow and error prone process” → “However, there’s an opportunity.

Why It Works:   Storytelling in sales with a clear beginning and end (or in this case, a “Before” and “After”) trigger a trust hormone called Oxytocin.

Tactic #2: This vs. That

If it’s hard to separate out one “Before” and “After” vision with your product or service because you offer many dissimilar benefits, consider a “This vs. That” theme for each.

Why It Works:  It breaks up your points into simple decisions and sets you up to win emotional reactions from your audience with stock photos.

Remember how satisfying it was to play connect the dots? Forming a bigger picture out of disconnected circles.

That’s what you need to make your audience do.

Zuora tells a story by:

• Laying out the reality (the “Before” part of the Before-After-Bridge formula).
• Asking you a question that you want to answer (the “After”)
• Giving you hints to help you connect the dots
• Showing you the common thread (the “Bridge”)

You can achieve this by founding your sales presentation on your audience’s intuitions. Set them up with the closely-set “dots,” then let them make the connection.

Here are more tactical sales presentation ideas to steal for your own use:

Tactic #1: Use Logos and Testimonials

Use logos and  testimonial pull-quotes for your highest-profile customers to strengthen your sales presentation.

Example: Slides 21 to 23 include customer quotes from Schneider Electric, Financial Times, and Box.

Why It Works: It’s called  social proof . Prospects value other people’s opinions and trust reputable sources more than you.

Tactic #2: Include White Space

Pad your images with white space.

Example: Slide 17 includes two simple graphics on a white background to drive home an important concept.

Why It Works:  White space creates separation, balance, and attracts the audience’s eyes to the main focus: your image.

Tactic #3: Incorporate Hard Data

Incorporate hard data with a memorable background to make your data stand out.

Example: Slide 5 includes statistics with a backdrop that stands out. The number and exciting title (‘A Global Phenomenon’) are the main focuses of the slide.

Why It Works:  Vivid backdrops are proven to be memorable and help your audience take away important numbers or data.

Psychology tells us that seeing colors can set our mood .

The color red is proven to increase the pulse and heart rate. Beyond that, it’s associated with being active, aggressive, and outspoken. LinkedIn Sales Navigator uses red on slides to draw attention to main points:

You can use hues in your own slides to guide your audience’s emotions. Green gives peace; grey adds a sense of calm; blue breeds trust. See more here .

Tip: You can grab free photos from Creative Commons and then set them to black & white and add a colored filter on top using a (also free) tool like Canva . Here’s the sizing for your image:

Caveat: Check with your marketing team first to see if you have a specific color palette or brand guidelines to follow.

Here are some other takeaways from LinkedIn’s sales presentation:

Tactic #1: Include a CTA on Final Slide

Include one clear call-to-action on your final slide.

Example: Slide 9 has a “Learn More” CTA button.

Why It Works:  According to the Paradox of Choice , the more options you give, the less likely they are to act.

Step One : Ask marketing for your company’s style guide (color, logo, and font style).

Step Two: Answer these questions to outline the “Before → After → Bridge” formula for your sales pitch :

• What are your ICP’s pain points?
• What end picture resonates with them?
• How does your company come into play?

Step Three: Ask account management/marketing which customers you can mention in your slides (plus where to access any case studies for pull quotes).

Step Four:  Download photos from Creative Commons . Remember: Graphics > Text. Use Canva to edit on your own — free and fast.

What are the sales presentation strategies that work best for your industry and customers? Tweet us:  @Yesware .

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10-Steps to Your Ultimate Sales Presentation (with Examples)

One of the first things every new salesperson needs to learn, if they are to succeed, is how to develop and deliver a sales presentation. A lot of factors go into developing a sales presentation for a specific situation. However, by following a logical series of steps, it will greatly enhance the chance of making a sale.

A sales presentation is defined as “a talk giving information about a product or service that you are trying to sell, intended to persuade people to buy it.” Historically, sales presentations were delivered one-on-one with the salesperson, presenting directly to a buyer.

However, technology has expanded the traditional in-person sales presentation to include the potential for video conference presentations, telephone presentations, presentations delivered via email, and even long-form presentations delivered via internet web sales pages.

Regardless of the delivery method, a salesperson who follows a logical series of steps will have the greatest chance of making a sale.

The graphic below depicts an outline of the Ultimate 10-Step Sales Presentation:

Each step of the Ultimate Sales Presentation is important and contributes to the likelihood of making a sale. That said, not every step is needed in every selling situation. Sometimes the buyer is ready to buy after Step 4: Presentation. Sometimes the buyer will inject objections immediately as the salesperson begins, Step 3: Approach.

As I said, every salesperson/buyer interaction is different. The relational salesperson is acutely aware of this difference and will flex their presentation to meet the needs of the buyer.

10-Step Ultimate Sales Presentation

So now, let’s take a quick look at each of the 10-Steps of the Ultimate Sales Presentation.

1. Prospecting

Prospecting is the first step in the selling process. A prospect is a buyer who has the potential to buy your product or service. A lead is not the same thing as a prospect! A lead is simply someone for whom the salesperson has contact information. Once the lead has been qualified, they then become a prospect.

A lead becomes a qualified prospect when they exhibit these three characteristics:

• They must have the money to buy.
• They must have the authority to buy.
• They must have a desire to buy.

Prospecting is the lifeblood of many sales roles. Keeping a pipeline full of potential prospects is critical in industries like real estate, insurance, and vehicle sales. Even many retail businesses (like department stores) rely on prospecting to develop new customers.

2. Pre-approach/Planning

Planning is the second step in the selling process. Planning is done after we have identified a qualified prospect, and before we approach the customer.

A plan is a sales presentation strategy designed to achieve a specific end goal. A plan describes what you want to achieve and how you will do it.

The desire of a relational salesperson is to help people. The purpose of meeting with a buyer is to help that person in some way. The purpose of the plan you create is to help the person by selling the right product or service to meet their needs.

Planning is critical to the sales process because it accomplishes four things:

• Planning builds the confidence of the salesperson.
• Planning demonstrates the salesperson’s professionalism.
• Planning often builds goodwill between the salesperson and the buyer because the buyer sees the effort taken by the salesperson to meet their needs.
• Planning increases the probability of making the sale because the salesperson better understands the buyer’s needs.

3. Approach

The approach is the third step in the selling process. It is the period of time between when the salesperson first sees the buyer up until they start to discuss the product. The approach is the first step of the actual sales presentation.

The approach step of the sale presentation process consists of two distinct, yet equally important, parts. First is the rapport building, “small talk.” This is usually the first minute or two of the sales meeting where the salesperson might talk about something you know the buyer is interested in (sports, weather, family, children, etc.).

The second part of the approach step is the planned, formal lead-in to the actual discussion of the product.

The main thing every buyer wants to know is whether the product you’re about to discuss will meet their needs. As a salesperson, your approach to lead-in to the presentation with the buyer must accomplish three things:

• You must capture the buyer’s attention .
• You must stimulate their interest in your product or solution.
• You must then transition smoothly into the presentation.

The approach lead-in might take the form of a statement, a question, or a demonstration. Whichever method you choose (statement, question, or demonstration), you must capture the buyer’s attention, stimulate their interest in the product, and transition into the main body of the presentation.

Approach Example

An example of the statement/question approach is, “What a wonderful picture of your two children! How old are they?… That’s a wonderful age. Mrs. Buyer, the reason I wanted to meet with you today is I have an idea that I think will increase your sales and profit. Is that something you are interested in?”

As soon as you have the buyer’s attention and gained their interest, it’s time to transition directly to the main body of your presentation.

4. Presentation

The presentation is the fourth step in the selling process. The presentation is your persuasive verbal and visual explanation of your selling proposition. The presentation follows the approach.

The presentation takes the buyer through five distinct stages in the buying cycle that build upon one another:

• To provide knowledge in the form of features, advantages, and benefits so that the buyer can make an informed decision.
• This knowledge translates into positive beliefs about you and your product/service.
• The positive beliefs result in the buyer having a desire for the product.
• The desire for the product becomes an attitude that your product is the best product to fulfill the buyer’s need.
• When the buyer realizes you have the best product to meet their needs, they move into the conviction stage. They are now convinced yours is the product they need to buy.

Once the buyer has reached the conviction stage, it is time for a trial close.

5. Trial Close

A trial close is the fifth step in the selling process. The trial close is not asking the buyer to decide to buy. Rather, the trial close asks for the buyer’s opinion regarding what they have heard so far.

The trial close allows the salesperson to determine:

• Whether the buyer likes your product or service.
• Whether you have successfully answered any questions from the buyer.
• Whether any additional questions remain unanswered.
• Whether the buyer is ready for you to close the sale.

The trial close is an important yet often underutilized tool. A trial close can be used:

• After making a significant point in the presentation.
• After answering any questions or objections from the buyer.
• After the close of the main body of the presentation, and before you move to close the sale.

Trial Close Examples

Examples of a simple trial close include,

• “Does that answer your question?”
• “How does that sound to you?”
• “What do you think about what we’ve discussed so far?”

If the trial close results in a positive response from the buyer, jump to Step 9: Close. However, most trial closes will result in some questions or objections from the buyer. It’s time to determine and handle objections.

6. Determine Objections

Determining objections is the sixth step in the selling process. Assuming the trial close has resulted in questions or objections from the buyer, we now must begin the process of discovering those questions and handling those objections.

Some salespeople bristle and get defensive when asked questions or confronted with objections from a buyer. But this is the wrong way to think about objections! Salespeople should be grateful for questions and objections because they indicate the buyer’s interest. They also help the salesperson determine which stage of the buying cycle the buyer is in—attention, interest, desire, or conviction.

If the buyer has raised an objection, the salesperson needs to ensure their understanding of the objection. One easy way to do that is to restate the objection and ask for confirmation.

Determine Objection Example

For example, if the buyer has raised an objection about the expected life of a machine, the salesperson might say, “If I understand you correctly, your main concern with this machine is that it will provide you with trouble-free service for several years. Is that right?”

When the buyer confirms your understanding of the objection its time to move to the next step in the selling process and handle the objection!

7. Handle Objections

Meeting or handling objections is the seventh step in the selling process. Once you have determined you understand the buyer’s objection, you need to handle the objection. Usually, objections should be handled as soon as they are brought up. However, you may want to delay handling the objection if you are just about to talk about the question in your presentation.

There are four important points to consider when handling objections:

• Handle objections when they arise.
• Be positive when responding to objections.
• Listen carefully to the buyer as they state their objection.
• Confirm your understanding of the objection.

Some objections are false, and these can usually be ignored. However, if a buyer brings up an objection a second time, it is most likely a real issue, which needs to be addressed.

Real objections are almost always a request for more information. So, the best way to handle them is to answer the question with the specific relevant information the buyer needs.

Handle Objection Example

Going back to our machine question in the Determine Objection section above, the salesperson might continue, saying, “I certainly understand your concern. Our company has placed over 300 of these machines in companies like yours over the past ten years, and I’m proud to say they have a 99% run rate with no failures!

8. Trial Close

A follow-up trial close is the eighth step in the selling process. Whenever a question or objection is raised and handled, it’s time to try a trial close. As before, the point of the trial close is to ensure you have answered the buyer’s question to their satisfaction. If there is any doubt that the buyer is satisfied with your answer, you need to dig in to discover what other issues the buyer might have.

Trial Close Example

In our machine example, the salesperson might simply say, “Does our machine’s long life and 99% run rate answer your concern for our product’s reliability?”

When the salesperson feels that all the questions and objections have been addressed satisfactorily, it’s time to move on to the Close!

The close is the ninth step in the selling process. Closing is simply the process of helping the buyer make a decision that benefits them. The salesperson should attempt to close the sale when they feel the buyer is in the Conviction stage of the buying process.

Unfortunately, research shows a whopping 64% of salespeople fail to close. They fail to ask for the order! There are several reasons why this is the case, but generally, most of them revert to fear. The salesperson is afraid of failure, of being told “no.” Whereas, relational salespeople who are selling to solve problems and help people should never be afraid to ask for the order!

Good closers plan the close of their sale as carefully as they plan all the rest of their presentation. The close is not something you tack on to the end of the presentation, hoping that the buyer will say “yes.”

Close Example

There are many ways to close, but the simplest way is just to ask for the order and stop talking.

A salesperson might say, “Mr. Buyer, we’ve covered a lot of ground today, and I think you agree this machine will increase your production and improve your sales and profit. I have the order contract ready for your signature.” Then stop talking!

Another form of the close that I personally like is the assumptive option close. The salesperson might say, “Mr. Buyer, we’ve covered a lot of ground today, and I think you agree this machine will increase your production and improve your sales and profit. Would you like to have it delivered and installed next week, or would the following week be better for you?”

10. Follow-Up and Service

Finally, follow-up and service after the sale is the tenth step in the selling process. Sales are not about you. It’s about you taking care of your customers, and that happens after the buyer says “yes.”

What you do after the sale to provide follow-up and service to the customer is critical. It makes the difference between making a sale to a customer one time and making a sale to the same loyal customer many times year after year!

A salesperson who is diligent about providing follow-up and service after the sale will outperform the salesperson who does not perform that service. This maxim holds true simply because it is always easier to sell more to a current happy customer than find new customers. Happy, satisfied customers tell others and provide a flow of new business leads to the salesperson.

There are six steps the salesperson should take after the sale:

• Focus on improving account penetration. Get to know as many people in the account as you can. Look for needs or problems that you might be able to solve.
• Continue regular contact with the customer. Make sure every promise made in the presentation is kept.
• Handle any issues or customer complaints immediately. Things will go wrong, and the speed at which you handle even a minor issue demonstrates your commitment to the customer.
• Always keep your promises. Nothing destroys a developing relationship, like not keeping your promises. Stay true to your word. The customer placed their faith in you when they bought your product. You need to respect that faith by keeping your word.
• Become the customer’s business advisor. Do what you can to shift from the role of the salesperson to that of the trusted advisor by providing helpful industry insights, new information, or problem-solving solutions. Become a valued partner in the business!
• Show your appreciation. Showing your appreciation is a simple way to demonstrate you are thinking about the customer. Never underestimate how much a handwritten thank-you note, a congratulatory phone call, or a birthday card will mean to a buyer!

There you have it, a quick overview of the Ultimate 10-Step Sales Presentation Model!

The Ultimate 10-Step Sales Presentation Series

I hope what I shared with you here has helped you understand and appreciate the power of the Ultimate 10-Step Sales Presentation model. But I’ve just scratched this surface here! Over the next few months, I’ll be sharing more detail about each step of the model with more examples.

If you want to learn more about the Ultimate 10-Step Sales Presentation model, you can subscribe to the series here. That way you won’t miss any of this valuable information!

Join the Conversation

As always, questions and comments are welcome. What questions do you have about the Ultimate 10-Step Sales Presentation model? Are there any steps you think are more or less important than others?

I’d love your help. This blog is read primarily because of people like you who share it with friends. Would you be kind enough to share it by pressing the share button?

Category: Salespeople

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Your Complete Guide to Closing the Sale (with Examples)

Your Complete Guide to Flushing Out Buyer Objections

How to Leverage the Trial Close in Your Ultimate Sales Presentation

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The sales process: Your ultimate guide

Optimising your sales process streamlines lead qualification, resource allocation and enables your sales teams to close deals more efficiently, achieve higher conversion rates, and maximise revenue. Learn more with Salesforce Asia.

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Sales is one of the essential functions of any business. Your sales team plays the crucial role of converting prospects into happy, paying customers that contribute to the survival and growth of your business.

If you ask, most salespeople will say they love their job because it keeps them on their toes and has scope for creativity. Whether it is in B2B or B2C sales, no two customers are the same. Each customer has their own individual needs and motives. And remember, customers can be picky, impulsive, indecisive, impatient, unresponsive, or even suspicious at times. 

Dealing with diverse customers requires salespeople to be flexible and adaptable. That’s where good sales reps use their creativity and smarts to get the desired results, irrespective of who their customers are.

With sales being extremely dynamic, sales teams can greatly benefit from a well-defined sales process.

What is a sales process?

The sales process is a defined series of steps designed to convert prospects into customers.This process guides sales teams from initial customer contact to the final purchase, ensuring a systematic approach to closing deals and effectively meeting customer needs.

A sales process can act as a roadmap for your sales team to successfully move prospects through the necessary stages of the sales cycle till they are converted into customers. The best sales processes also include steps or stages that define how salespeople can keep customer relationships alive and thriving.

An ideal sales process is:

• Customer-centric : Today’s buyers are empowered with access to information and wider choices. Smart businesses align their sales process steps with their customers’ buying patterns and processes.
• Clear and actionable : Each stage and element of the sales process should be clearly understood by all stakeholders. Defining the necessary actions will eliminate ambiguity and the possibility of errors.
• Replicable : Any sales rep should be able to follow each step of the sales process as prescribed. Reps should also be able to apply the sales process or its individual steps in different sales scenarios.
• Predictable : The expected outcomes of each stage and the flow from one step to another should be predefined.
• Goal-oriented : The sales process should guide sales teams on how they can achieve their set goals.
• Measurable : You should be able to quantify all the actions and activities involved in the sales process to ensure compliance and enable improvement.
• Flexible : Rigidity does not allow improvement. The sales process should be adaptable to changing business and customer needs, technological enhancements, or alterations in sales operations.

Following a sales process may seem like a no-brainer but surprisingly many sales reps don’t. And while top reps may close deals easily, most sales reps do need some guidance to avoid common sales mistakes that may delay or drown deals. Often these mistakes include missing crucial sales process steps.

Why should you establish a sales process?

Imagine a sales process as a road map that guides your sales team in transforming potential leads into loyal customers. Without this map, the efforts of your marketing team to generate leads would be wasted.

Implementing a standardised sales process offers numerous benefits, including enabling inexperienced representatives to quickly grasp best practices and understand how to navigate various stages of the sales cycle.

A well-designed sales process leads to increased profitability . Equipping your sales team with a structured framework provides them with an efficient road map to successfully close deals. To delve deeper into the importance of sales processes and learn about their “what,” “how,” and “why,” take a look at this informative video.

Now that you understand the concept and significance of a sales process, let’s explore the typical stages or steps involved in such a process.

Why is a sales process important for your sales team?

If your sales team does not follow a sales process, the only metric your sales managers can measure is the number of deals closed and their value. In this case, there is no way for you to know exactly what went wrong, and where, when your sales team misses quotas.

Having a sales process in place allows you to track your team’s performance at every stage of the sales cycle and help them improve accordingly. For instance, you may find that your sales team is great at delivering pitches but struggle with objection handling. Now, you can provide them with more guidance and training to tackle objections better.

Here are some more benefits of implementing a sales process:

• Stay on track : As mentioned earlier, a sales process can guide sales teams to always follow all the right steps for converting a prospect quickly and easily. 
• Better understand prospects : A sales process includes prospect research; so in following a sales process, your sales team is more likely to invest time in research. This will help them understand who the prospects are and what they may be looking for. An effective sales process also outlines buyer personas and ideal customer profiles, helping sales reps identify those most likely to convert.
• Focus on qualified leads : Sales reps can then dedicate their time and effort towards engaging prospects with higher potential to convert. By prioritising highly qualified leads , sales reps can increase their chances of closing more deals in less time, and possibly reduce the overall sales cycle duration too.
• Accurately forecast sales : Knowing at which stage of the process each sales reps is in can help management forecast sales more accurately . You can predict how many deals can possibly be closed in a given time frame and set more realistic quotas.
• Follow up in a timely manner : Continuous engagement is crucial to moving deals forward. A sales process can ensure that reps always follow up with prospects in the right moments and channels to keep them interested.
• Enhance customer experience : Sometimes, reps are eager to close deals and may rush prospects to close. When prospects are not ready for the next step, they may get confused, develop distrust, or simply drop the deal. A sales process ensures that reps follow the necessary steps to gradually move prospects towards a purchase while keeping their buying behaviour and expectations in mind.
• Get new reps up to speed : A well-defined and consistent sales process makes it easier for new sales reps to understand the company’s processes and get up to speed rapidly.

Following a sales process also allows sales managers to divert their focus from micro-managing their team to more high-value tasks such as planning and strategising, assigning work to the right reps, managing the team’s performance, etc.

Sales process vs sales methodology: What’s the difference?

The terms sales process and sales methodology are often used interchangeably. However, the two are different aspects of the sales function. 

A sales methodology is a codified ideology or philosophy that guides salespeople through various stages in the sales process. It reflects the company’s values, mission, culture, and vision. The sales process, on the other hand, is a series of repeatable steps that is followed to lead prospects towards becoming customers.

Put simply, a sales process provides salespeople guidance on which steps they should take to close a sale, whereas a sales methodology gives them guidance on how these steps should be taken.

The sales process flowchart

A sales process can be depicted in pictorial form as well – called a sales process flowchart – to show the progression of the sales process steps. The sales process flowchart should list all steps in chronological order and could also highlight key activities to be undertaken within each step.

A sales process flowchart will help salespeople clearly visualise the sales process and better plan their outreach.

The 7-step sales process

A typical sales process progresses from prospecting to collecting feedback and nurturing the customer-supplier relationship. Here’s how each step can go:

1. Prospecting

Prospecting involves finding new sales leads. As the first step in the sales process, prospecting is incredibly important, as it determines how the rest of the steps will follow. Prospecting properly can ensure wins and prevent sales reps from investing in prospects that may drop off somewhere along the sales process. 

To identify the right prospects, create buyer personas and ideal customer profiles based on people who have already bought from you in the past, and articulate why they did. Understand the challenges prospects face, and how you can position your offerings as a solution for their most pressing pain points.

Salespeople can use various online and offline tools for prospecting. Online tools include emailing, and social selling through platforms like LinkedIn. Offline tools include cold calling, conferences or webinars, trade expos, and industry events. Savvy sales reps also try to generate referral leads through current customers.

2. Qualifying

The next step in the sales process should be connecting with prospects and figuring out whether your offerings are a good fit for them or not. Also, determine if it would be fruitful to take them through the rest of the sales process . A sales rep can connect with a lead over a discovery call or email to find out: 

• What role they play in their company 
• What their day-to-day responsibilities include
• What problems they are looking to solve
• Why solving the problem is important for their business
• Other solutions they are considering

You can use a sales qualification method to ensure that the prospects you are pursuing are likely to buy from you.

3. Research

At this stage, the sales rep must learn more about the prospect. Such research allows them to put themselves in the prospect’s shoes and understand their problems and needs better. This, in turn, allows reps to tailor their sales pitches – positioning their offerings as the solution. The research a sales rep conducts must be deep and multifaceted. 

4. Pitching

Once the salesperson is confident that they know enough to truly understand the prospect’s needs, they can run a formal demonstration of the offerings for the prospect. Each demonstration or pitch must be tailored to satisfy the prospect’s particular use case. For certain types of offerings, such as technological solutions, a salesperson might also consider collaborating with an engineer who can answer any technical questions on the pitch. 

Pitching is a time-consuming step, which is why the step of qualifying leads is so important. Salespeople’s precious time shouldn’t be spent on pitching to prospects that are unlikely to convert to actual sales.

5. Objection handling

It is natural for prospects to have questions and concerns about your offerings. This is an important step in the sales process that can make or break a deal. If your reps can successfully answer all the questions and allay prospects’ fears, it’s easier to close the deal without any hiccups. Reps should anticipate and prepare for common objections such as: 

• We don’t have the budget currently. Is there a more economical version of your product we can buy?
• Your competitor is offering more features at a lower price.
• I don’t understand how your offering can help me achieve my business goals.

In fact, salespeople should use the lead qualification and research stages to identify all possible objections the prospect could raise and prepare responses to them. Handling objections gives salespeople the opportunity to solidify the prospect’s understanding of how your offerings are the best solution.

This is the stage every sales rep hopes to cross. Closing a sale depends on various processes that need to be completed for a sale to be considered closed – submitting a quote , final negotiations, signing the contract and other important documents, etc. If the close does not go as planned, sales reps should put the prospect on a nurturing program to re-engage them in the future.

7. Nurturing and continuing to sell

The sales process does not end with closing a sale. Once the prospect turns into a customer, they can be passed on to an account manager or customer success representative to initiate the onboarding process. 

A salesperson should continue to communicate with the customer about things like post-sales assistance that they may need. Nurturing a relationship with the customer will give the salesperson opportunities to cross-sell and upsell, as well as get qualified referrals through the customer.

How to create a sales process

If you are building a formal sales process for the first time, ensure that it is flexible and aligns with your customers’ buying journey. To map your sales process, go through the steps followed by your sales team. Try to understand how each of these steps affect the stakeholders – business, sales team, customers – to find what works, what doesn’t work, and how these steps help you achieve your business goals.

Here are five simple steps to start mapping a sales process:

1. Work backwards from your goal

To find the best route to your destination, define where you want to go. This means, to know the steps you must include in your sales process, you should define what you want to achieve at the end of each step or stage.

For instance, you can start with goals like reducing sales cycle duration or increasing your win rates by a few percentage points. 

2. Involve all internal stakeholders

While defining goals for your sales teams, it is important to involve them and any other department or team member that has an impact on sales – such as the marketing or product design teams.

Share the defined goals with them and get their inputs on whether these work or need improvement. Getting all these stakeholders on the same page also ensures that their processes and activities ultimately align with your sales goals.

3. Define the sales process steps

To start with, you can use a sales process flowchart template like the one above to see which steps are followed (or should be followed) by your sales team. Remember, the order and elements of each step of your sales process will depend on your business type, industry, offerings, typical customer journeys, etc.

When mapping your sales process steps, think about:

• Which steps have been effective in the past
• Which steps did not seem to add much value
• Which stages do prospects usually drop off in
• How long it usually takes your sales team to progress from one step to another
• Which teams can contribute (and how) during each sales process step

4. Align with the buyer journey

Now you have a skeleton of the rough sales process your team follows. Against each sales process step here, write down the actions that your customers typically take. This could be for one or multiple customer personas. Doing this can help you determine how tightly aligned your sales process is with the actual buyer journey and how you can bring more harmony between the two.

5. Try, test, and tweak

Once you have created a concrete sales process, implement and measure it. As your sales reps follow the process, they should measure what’s working, what isn’t, and how your prospects respond to each element of the sales process steps. With time, you will be able to identify areas of strength and improvement. Gradually tweak the process until you start seeing the desired results. 

A sales process can also help you understand what sort of tools and technologies your sales teams need to be more efficient and productive.

Common Mistakes in Sales Process Development

To ensure the creation of an effective sales process that benefits both your team and customers, it’s important to avoid common mistakes. Here are some key errors to steer clear of:

Lack of Specificity in Sales Process Steps:

• Defining clear and concrete actions that propel prospects through each stage of the process is crucial. Without identifying these triggers, your sales team may misunderstand what works or doesn’t work for prospects, potentially leading to mishandling of certain steps. Document and share the sales process with your team, practicing it through role-play exercises to reinforce key techniques.

Relying Solely on One Sales Methodology:

• While some teams adhere strictly to one sales methodology, it can be beneficial to study and incorporate useful elements from multiple methodologies. Stay informed about new trends and changes in buyer preferences, adjusting your approach accordingly as business and customer needs evolve.

Neglecting Continuous Improvement:

• Remember that your sales process is a perpetual work in progress. Regularly measure your success and conduct check-ins with your sales representatives to identify any significant issues or concerns. By continuously developing and refining your sales process, you can streamline your work and enhance customer interactions.

Misalignment of Sales Plays with Sales Process:

• Creating a sales process is ineffective if your sales plays (actions taken by reps at each step) are not aligned with the process. Document the specific plays involved in each stage for future reference. Consider creating a sales playbook, which can be a formal PDF document or a tool like Sales Hub, where plays such as prospecting emails can be stored and accessed by your entire team. Aligning sales plays with the sales process increases efficiency and effectiveness.

Overlooking Marketing Collaboration:

• Marketing should be aware of what’s happening in your sales organisation, including successful closing ratios, profitable industries, and potential market segments. This knowledge enables marketing to support each stage of the process by providing better prospects and lead nurturing materials. Regular communication and alignment between marketing and sales are essential for creating a profitable sales process. Consider scheduling monthly meetings or using an all-in-one solution like HubSpot, which combines marketing and sales tools in one platform.

Focusing Solely on Closing Deals:

• While closing deals is the ultimate goal, prioritise delivering value at every step of the sales process. Even if a prospect seems uninterested in making a purchase, continue providing value if your product can address their business needs. Research each prospect’s challenges to deliver a compelling pitch that highlights your solution’s benefits. Centering your process on providing value throughout fosters stronger relationships and increases the likelihood of closing deals.

Failure to Measure Key Performance Indicators (KPIs):

• Not tracking essential sales metrics or measuring KPIs can render your sales process ineffective. Ensure you measure KPIs after developing or adjusting your sales process to gain insights into what’s working well and what needs improvement. While numbers shouldn’t be the sole focus, tracking KPIs helps you understand your performance. Utilise a sales dashboard or your CRM’s performance metrics to monitor and adjust your sales process accordingly.

How to improve your sales process

A flexible sales process allows you to continuously improve it to fit changing needs and goals. Remember, what has worked for you in the past may not work now. The basic structure of the process you follow doesn’t have to change completely or become complicated. Just look at the stages and elements that can be improved to make each step more effective. 

Follow these best practices to constantly improve your sales process:

1. Observe your current sales process

Just as you did when first creating a sales process, dissect your current process to know where change is needed and how you can help your sales team do better. You can sit through calls with prospects or listen to the last 10 calls to know how your reps deal with prospects in practice.

2. Develop and share best practices

Gather best practices from industry experts and even your own top reps. By understanding what the top performers are doing right, you can replicate it across your entire sales team to maximise their output.

3. Look at your processes from the buyer’s perspective

Does your sales process align with your ideal buyer’s discovery and buying journey? Do you understand their challenges and why they are looking for an offering like yours? Understanding these things can help you shape your sales process in such a way that your team has all the information and tools they need to establish strong connections and pitch your offerings to suit buyers’ needs.

4. Look into pipeline challenges 

To know why deals are getting stuck in your pipeline, you need to understand where your sales reps are struggling. They may not always come to you with their challenges, so ask them and take quick action to resolve bottlenecks.

5. Provide actions to further sales process steps

Identify the triggers that compel prospects to move to the next stage of the sales cycle. It can be anything from mentioning their pain points at the right time to addressing their objections satisfactorily. 

6. Equip sales teams with the right resources

There are numerous sales enablement tools and intelligent customer management solutions that can help your sales team efficiently follow the sales process to close more deals faster.

7. Constantly measure the result

As mentioned earlier, the key to perfecting your sales process is by measuring the right metrics to see where the process can be tweaked to optimise efficiency.

Check out the next section to know how.

Measuring the success of your sales process

With your sales process in place, you are set to close more deals faster. Now, to be able to improve the process over time, start by measuring the following metrics:

• Conversion rates : Measure the time and effort it takes to convert leads into prospects and prospects into paying customers. This will tell you how well your sales reps are handling actions such as presenting demos or addressing objections.

Tip: Automate parts of your sales cadence that can reduce your sales team’s efforts while optimising their effectiveness at every stage.

• Sales cycle duration This metric tells you how long it typically takes your sales team to convert leads into customers. An effective sales process should be able to ease the buying process, directly reducing the cycle duration.
• Sales quota achieved Whether you measure individual or collective sales quotas achieved, this metric can help you identify challenges that can be resolved to increase your sales team’s output.
• Adoption of the sales process Measure how many reps are following the sales process closely. This is very important to grow your revenue systematically.

Tip: Get feedback from your sales team on how you can improve the sales process to suit their needs.

• Forecast accuracy The more accurate your sales forecasts are, the more confident your sales team is about the sales process.

Tip: If your sales forecasts do not match the actual results, go back to rethinking and improving your sales process further.

Implementing your sales process to grow faster

Creating and following a flexible sales process can determine your sales team’s performance to a great extent. A sales process can ensure that your entire sales team has a consistent, effective playbook to guide them at every step. This means your sales reps can provide a consistent experience to every prospect and customer, regardless of the sales stage they are at.

• What are the 7 steps in the sales process?

The 7-steps to the sales process are: 

• Prospecting.
• Preparation.
• Presentation.
• Handling objections.
• What is sales process simple?

A sales process is a systematic and structured approach that outlines the steps taken by salespeople to convert leads into customers. It provides a clear road map of actions to be executed in a specific order. Although the exact steps and sequence may vary across organisations, sales processes generally follow a consistent format.

• What is the main process of sales?

The sales process, often called the sales cycle, represents the systematic approach your company takes to sell its products or services to customers successfully. It encompasses a series of well-defined steps, starting from the initial contact with a lead and culminating in the final sale. Similar to building a relationship with a new acquaintance, the sales process aims to establish rapport and guide prospects towards becoming satisfied customers.

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14 Practical Tips to Improve Your Presentation Skills

• The Speaker Lab
• May 11, 2024

Table of Contents

Ever felt complete dread and fear at the thought of stepping up to deliver a presentation? If so, you’re not alone. The fear of public speaking is more common than you might think, but with the right presentation skills , it’s a hurdle that can be overcome.

In this article, we’ll help you master basic confidence-building techniques and conquer advanced communication strategies for engaging presentations. We’ll explore how body language and eye contact can make or break your connection with your audience; delve into preparation techniques like dealing with filler words and nervous habits; discuss tailoring content for different audiences; and much more.

Whether you’re prepping for job interviews or gearing up for big presentations, being prepared is key. With adequate practice and the proper attitude, you can crush your speech or presentation!

Mastering the Basics of Presentation Skills

Presentation skills are not just about speaking in front of a crowd. It’s also about effective communication, audience engagement, and clarity. Mastering these skills can be transformative for everyone, from students to corporate trainers.

Building Confidence in Presentations

Becoming confident when presenting is no small feat. But fear not. Even those who feel jittery at the mere thought of public speaking can become masters with practice and patience. Just remember: stage fright is common and overcoming it is part of the process towards becoming an effective presenter.

Taking deep breaths before you start helps calm nerves while visualizing success aids in building confidence. Also, know that nobody minds if you take a moment to gather your thoughts during your presentation—everybody minds more if they cannot understand what you’re saying because you’re rushing.

The Role of Practice in Enhancing Presentation Skills

In line with old wisdom, practice indeed makes perfect, especially when improving presentation skills. Consistent rehearsals allow us to fine-tune our delivery methods like maintaining eye contact or controlling body language effectively.

You’ll learn better control over filler words through repeated drills. Plus, the extra practice can help you troubleshoot any technical glitches beforehand, saving you the sudden panic during your actual presentations.

Remember that great presenters were once beginners too. Continuous effort will get you there sooner rather than later.

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Body Language and Eye Contact in Presentations

The effectiveness of your presentation can hinge on more than just the words you say. Just as important is your body language .

Impact of Posture on Presentations

Your posture speaks volumes before you utter a word. Standing tall exudes confidence while slouching could signal nervousness or lack of preparation.

If there’s one lesson to take away from our YouTube channel , it’s this: good presenters know their message but great ones feel it through every fiber (or muscle) of their being. The audience can sense that energy when they see open body language rather than crossed arms.

Maintaining Eye Contact During Your Presentation

Eyes are often called windows to the soul for a reason. They’re communication powerhouses. Making eye contact helps build trust with your audience members and keeps them engaged throughout your speech.

Avoid staring at note cards or visual aids too much as this might give an impression that you’re unprepared or uncertain about your chosen topic. Instead, aim to maintain eye contact between 50% of the time during presentations. This commonly accepted “50/70 rule” will help you exhibit adequate confidence to your audience.

If stage fright has gotten a hold on you, take deep breaths before you start speaking in order to stay calm. Make sure that fear doesn’t disrupt your ability to maintain eye-contact during presentations.

If body language and eye contact still feel like a lot to manage during your big presentation, remember our golden rule: nobody minds small mistakes. It’s how you handle questions or mishaps that truly makes a difference—so stay positive and enthusiastic.

Preparation Techniques for Successful Presentations

Presentation skills are like a craft that requires meticulous preparation and practice. Aspects like visual aids and time management contribute to the overall effectiveness of your delivery.

The first step towards delivering an impactful presentation is research and organization. The content should be well-researched, structured logically, and presented in simple language. This will make sure you deliver clear messages without any room for misinterpretation.

Dealing with Filler Words and Nervous Habits

Nervous habits such as excessive use of filler words can distract from your message. Luckily, there are plenty of strategies that can address these issues. For instance, try taking deep breaths before speaking or using note cards until fluency is achieved. In addition, practice regularly to work on eliminating these verbal stumbling blocks.

Avoiding Distractions During Presentations

In a digital age where distractions abound, maintaining focus during presentations has become an even more crucial part of the preparation process. This video by motivational speaker Brain Tracy provides insights on how one could achieve this level of focus required for effective presentations.

Maintaining Confidence Throughout Your Presentation

Confidence comes from thorough understanding of the chosen topic combined with regular practice sessions before the big day arrives. Make use of note cards or cue cards as needed but avoid reading from them verbatim.

Taking control over stage fright starts by arriving early at the venue so that you familiarize yourself with the surroundings, which generally calms nerves down considerably. So next time you feel nervous before a big presentation, remember—thorough preparation can make all the difference.

Engaging Your Audience During Presentations

Connecting with your audience during presentations is an art, and mastering it can take your presentation skills to the next level. Making the message conveyed reach an emotional level is essential, not just conveying facts.

Understanding Your Target Audience

The first step towards engaging your audience is understanding them. Tailor the content of your presentation to their needs and interests. Speak in their language—whether that be professional jargon or everyday slang—to establish rapport and ensure comprehension.

An effective presenter understands who they’re speaking to, what those individuals care about, and how best to communicate complex ideas understandably.

Making Complex Information Understandable

Dense data or complicated concepts can lose even the most interested listener if presented ineffectively. Breaking your key points down into manageable chunks helps maintain attention while promoting retention. Analogies are especially useful for this purpose as they make unfamiliar topics more relatable.

Audience Participation & Questions: A Two-Way Street

Incorporating opportunities for audience participation encourages engagement at another level. It allows listeners to become active participants rather than passive receivers of knowledge.

Consider techniques like live polls or interactive Q&A sessions where you invite questions from attendees mid-presentation instead of saving all queries until the end.

This gives you a chance not only engage but also address any misunderstandings right on spot.

• Treat each question asked as an opportunity—it’s evidence someone has been paying attention. Even challenging questions should be welcomed as they demonstrate an engaged, thoughtful audience.
• Encourage participation. It can be as simple as a show of hands or the use of interactive technologies for live polling during your presentation. This keeps your audience active and invested in the content.

Remember, your presentation isn’t just about putting on a show—it’s about meaningful interaction.

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Presentation Skills in Specific Contexts

Whether you’re nailing your next job interview, presenting an exciting marketing campaign, or delivering insightful educational content, the context matters. Let’s take a look.

The Art of Job Interviews

A successful job interview often hinges on effective communication and confidence. Here, the target audience is usually small but holds significant influence over your future prospects. Body language plays a crucial role; maintain eye contact to show sincerity and interest while open body language communicates approachability.

Bullet points summarizing key experiences are also helpful for quick recall under pressure. This allows you to present your chosen topic with clarity and positive enthusiasm without relying heavily on note or cue cards.

Pitching in Public Relations & Marketing

In public relations (PR) and marketing contexts, presentations need to capture attention quickly yet hold it long enough to deliver key messages effectively. Visual aids are valuable tools here—they help emphasize points while keeping the audience engaged.

Your aim should be highlighting presentation benefits that resonate with potential clients or partners, making them feel as though ignoring such opportunities would mean missing out big time.

Educational Presentations

An educational setting demands its own unique set of presentation skills where deep understanding trumps flashy visuals. You must make complex information understandable without oversimplifying essential details—the use of analogies can be beneficial here.

Keeping the audience’s attention is critical. Encourage questions and participation to foster a more interactive environment, enhancing learning outcomes for all audience members.

Tips for Becoming a Great Presenter

No single method is suitable for everyone when it comes to speaking in public. However, incorporating continuous improvement and practice into your routine can make you an exceptional presenter.

Tailor Your Presentation to Your Audience

Becoming an excellent speaker isn’t just about delivering information; it’s also about making a connection with the audience. So make sure that you’re taking setting, audience, and topic into consideration when crafting your presentation. What works for one audience may not work for another, so be sure to adapt your presentation styles according to the occasion in order to be truly effective.

The Power of Practice

The art of mastering public speaking skills requires practice —and lots of it . To become a great presenter, focus on improving communication skills through practice and feedback from peers or mentors. Try to seek feedback on every speech delivered and incorporate those pointers in your future presentations. Over time, this cycle of delivery-feedback-improvement significantly enhances your ability to connect with audiences and convey ideas effectively.

If you’re looking for examples of good speakers, our speech breakdowns on YouTube provide excellent examples of experienced presenters who masterfully utilize speaking techniques. Analyzing their strategies could give you great ideas for enhancing your own style.

Finding Your Style

A crucial part of captivating any audience lies in how you deliver the message rather than the message itself. Developing a unique presentation style lets you stand out as an engaging speaker who commands attention throughout their talk. Through — you guessed it — practice, you can develop a personal presentation style that resonates with listeners while showcasing your expertise on the chosen topic.

Your body language plays a pivotal role here: open gestures communicate confidence and enthusiasm towards your subject matter, two qualities essential for keeping audiences hooked. Similarly, using vocal variety adds dynamism to speeches by emphasizing points when needed or creating suspense during storytelling parts of your talk.

Cultivating Passion & Enthusiasm

Showcasing genuine passion for the subject helps keep listeners engaged throughout even lengthy presentations. Sharing stories related to the topic or expressing excitement about sharing knowledge tends to draw people in more than mere data recitation ever could.

Recognize that everybody is distinctive; don’t expect identical results from every speaker. The path to becoming a great presenter involves recognizing your strengths and working tirelessly on areas that need improvement.

FAQs on Presentation Skills

What are good presentation skills.

Good presentation skills include a clear message, confident delivery, engaging body language, audience understanding, and interaction. They also involve effective preparation and practice.

What are the 5 steps of presentation skills?

The five steps of presenting include: planning your content, preparing visual aids if needed, practicing the delivery aloud, performing it with confidence, and finally post-presentation reflection for improvements.

What are the 5 P’s of presentation skills?

The five P’s stand for Preparation (researching your topic), Practice (rehearsing your talk), Performance (delivering with confidence), Posture (standing tall), and Projection (using a strong voice).

What are your presentation skills?

Your personal set of abilities to deliver information effectively is what we call your presentation skill. It can encompass public speaking ability, clarity in speech or writing as well as visual communication talent.

Mastering presentation skills isn’t an overnight process, but practice and perseverance will put you well on your way to becoming an effective speaker.

You’ve learned that confidence plays a crucial role in effective presentations, so take deep breaths, make eye contact, and keep your body language open. As always, preparation is key. Tackle filler words head-on and get comfortable with visual aids for impactful storytelling.

Remember the importance of audience engagement — it’s all about understanding their needs and tailoring your content accordingly. This way, complex information turns into digestible insights.

Above all else: practice! After all, nothing beats experience when it comes to improving public speaking abilities.

• Last Updated: May 9, 2024

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10 Tips for a Persuasive Presentation

Powerful presentation is persuasion. here's how to elevate your impact..

Posted May 11, 2024 | Reviewed by Ray Parker

• Presentations aim to effect change. It's essential to be clear about what change you want to see.
• Powerful presenters embrace and extend empathy to seek first to understand their audience.
• Substance and style both matter to create an audience-informed communication experience.
• Persuasive presentations are relevant, reasoned, real, and resonant.

How many of us realize that giving a presentation or making a speech is all about persuasion , influence, and emotional intelligence ? Impactful presenters understand the power of empathy to understand and engage their audience, the efficiency and kindness of having a clear objective and message, and the importance of substance and style—all as a way to connect in a way that engages and inspires.

Much has been written on the power and behavioral science of persuasion, not least by expert Robert Cialdini. His bestselling book Influence: The Psychology of Persuasion explains seven research-based universal principles of influence .

From my experience as a leadership coach working with thousands of people worldwide, I have compiled a list of ten essentials to elevate our presentation.

1. Maintain an "other" focus. What do you know about your audience and how can you find out more? Ask yourself what kind of a speaker will appeal to your audience, what arguments are likely to resonate with them, and what feelings you want to inspire so the audience will positively respond to your ask.

If your audience is predominantly data-driven, you may want to use more evidence-based arguments. If the audience is mixed, a combination of data, authority, and storytelling may be more appropriate. Extend Daniel Goleman’s three types of empathy to gather intelligence , understand your audience, and tailor your intervention to connect more profoundly.

2. Determine a specific objective. Presentations aim to effect change in some way. What change do you want to see in your audience?

For instance, gaining their approval for a certain investment, soliciting their buy-in for a change, or creating a sense of enthusiasm for an idea or initiative. The purpose of a presentation is to bring about change so make sure you are clear on what kind of change you want to bring about.

3. Design a grabber. Our attention spans have shrunk as we have more and more competing demands on our attention . If you want to get someone’s attention, you need to grab it at the outset and try and hold on.

You can do this in several different ways. Throw out a question that demands a response from the audience. Give a surprising fact or statistic, or quote from a well-known figure. Tell a story or an anecdote. A good grabber captures the attention of everyone there and makes them focus on what you have to say.

4. Crystalize your message and construct your arguments. Your message is the heart of your speech. Craft a brief phrase that clearly defines your proposal in 10-12 words—for example, “This post is about crafting presentations that inspire and engage others to elevate their presentations.”

Make it memorable by choosing inspiring words, symbols, catchy expressions, something that will remain in the audience's mind. As Brené Brown says: “Clear is kind,” and a clear message provides a path to develop your ideas.

When you have a clear and concise message, it helps you formulate your arguments. Think of developing your arguments using the rule of three —three compelling arguments to convince but not overwhelm your audience.

5. Prepare a call to action. Remember, we want to change our audience in some way, so we need to make our ask clearly and concretely. Consider your call to action in terms of what you want your audience to think/feel/do:

• Think: “I want you to think about how you can improve your presentations.”
• Feel: “I want you to feel enthusiastic and motivated so that you can elevate your power to persuade.”
• Do: “I want you to try out some of these tips and tools for yourself.”

6. Craft a memorable closing. Close the speech in an elegant and memorable way. We need people to remember what we've told them, so prepare it well.

This is not the time to improvise. Try to connect your closing to your opening grabber, which makes the presentation more memorable. Good preparation means preparing everything to the very end—finish well.

7. Plan your delivery. A dynamic speaker draws listeners in by using vocal variety (tone, intonation, speed, volume, pace, pauses, silence) and body language (posture, gestures, expression, and movement) to highlight important points and hold the audience’s attention. Be intentional: How will you use your voice and your body to emphasize a thought or idea? Think about it: If you increased the time you spent on style or delivery by 20 percent, what would it mean for the impact you make?

8. Think about how you will engage your audience. You want the audience to feel considered throughout. Include pauses so they can process what’s being said; connect with individuals throughout the room and make deliberate eye contact while speaking, especially when delivering key points. Read and respond to the audience by changing how you deliver as you go based on the audience’s nonverbal communication .

9. Rehearse and practice. Practice is one of the most crucial elements of presenting—and probably the most neglected one. If this is new to you, start by reading your presentation in front of a mirror to get comfortable speaking your presentation.

Next, video yourself and watch out for nervous or distracting habits to eliminate them and identify any areas where you can improve your delivery. If you are feeling brave, practice in front of an audience and ask for feedback.

10. Prepare your success rituals and mantra. Public speaking and/or stage fright can feel debilitating for some. Have your calm-down ritual prepared and ready to go before you start your presentation. This might be a certain gesture, a power pose, breathwork, or a mantra.

Try this tip: Identify three adjectives to describe how you would like to show up during this presentation. This sets an intention and helps focus our cognitive and emotional resources on success.

Powerful presenters embrace and extend empathy to seek first to understand their audience. They use this intelligence to carefully make choices about substance and style to create an audience-informed communication experience that feels relevant, reasoned, real, and resonant and creates a pathway for change.

Palena Neale, Ph.D. , is a women’s leadership coach, lecturer, and founder of unabridged, a boutique leadership development practice.

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Fact Sheet | Building for the Future Through Electric Regional Transmission Planning and Cost Allocation

FERC’s new transmission and cost allocation rule, Order No. 1920, continues the essential work of the Commission – ensuring a reliable grid – by requiring the nation’s transmission providers to plan for the transmission we know we will need in the future. 

This rule adopts specific requirements addressing how transmission providers must conduct long-term planning for regional transmission facilities and determine how to pay for them, so needed transmission is built. The final rule reflects more than 15,000 pages of comments from nearly 200 stakeholders representing all sectors of the electric power industry; environmental, consumer and other advocacy groups; and state and other government entities. 

The grid rule contains these major elements:

• Requirement to conduct and periodically update long-term transmission planning to anticipate future needs.
• Requirement to consider a broad set of benefits when planning new facilities.
• Requirement to identify opportunities to modify in-kind replacement of existing transmission facilities to increase their transfer capability, known as “right-sizing.”
• Customers pay only for projects from which they benefit.
• Expands states’ pivotal role throughout the process of planning, selecting, and determining how to pay for transmission facilities.

Long-Term Regional Transmission Planning

More specifically, the rule requires each transmission operator to:

• Produce a regional transmission plan of at least 20 years to identify long-term needs and the facilities to meet them.
• Conduct this long-term planning at least once every five years using a plausible and diverse set of at least three scenarios that incorporate specific factors and use best available data.
• Apply seven specific benefits to determine whether any identified regional proposals will efficiently and cost-effectively address long-term transmission needs.
• Include an evaluation process to identify long-term regional transmission facilities for potential selection in the regional plan.
• Include a process giving states and interconnection customers the opportunity to fund all, or a portion, of the cost of a long-term regional transmission facilities that otherwise would not meet the transmission provider’s selection criteria.
• In the event of delays or cost overruns, reevaluate long-term regional transmission facilities that previously were selected in a regional transmission plan.
• Consider transmission facilities that address interconnection-related needs identified multiple times in existing generator interconnection processes, but that have not been built.
• Consider the use of Grid Enhancing Technologies such as dynamic line ratings, advanced power flow control devices, advanced conductors and transmission switching.

How to Pay for Transmission

The grid rule contains these cost-allocation provisions:

• Before applicants submit compliance filings, they must open a six-month engagement period with relevant state entities.
• Applicants must propose a default method of cost allocation to pay for selected long-term regional transmission facilities.
• Applicants may propose, a state agreement process that lasts for up to six months after a project is selected for participants to determine, and transmission providers to file, a cost allocation method for the selected facilities.

Enhanced Transparency, “Right-Sizing” and Interregional Transmission Coordination

The grid rule requires transmission providers to:

• Be transparent regarding local transmission planning information and conduct stakeholder meetings during the regional transmission planning cycle about the local process.
• Identify opportunities to modify in-kind replacement of existing transmission facilities to increase their transfer capability, known as “right-sizing,” when needed.
• Give incumbent transmission owners a right of first refusal to develop these “right-sized” replacement facilities.
• Revise existing interregional transmission coordination processes to reflect the new long-term regional transmission planning reforms. 

Order No. 1920 takes effect 60 days after publication in the Federal Register .   Compliance filings with respect to most of the rule’s requirements are due within 10 months of the effective date, while filings to comply with the interregional transmission coordination requirements are due within 12 months of the effective date.

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Innovations and efficiencies in generator interconnection workshop, staff presentation | building for the future through electric regional transmission planning and cost allocation, ferc takes on long-term planning with historic transmission rule.