How to Make Your Sales Presentations More Persuasive

Henry Ford once said “thinking is the hardest thing a man can do . . . no wonder so few engage in it”.  Customers don’t like to engage in prolong periods of cognitive reasoning – in essence, they are shouting from the mountain tops “don’t make me think”!  Therefore salespeople must learn how to make the selection process a “no brainer”. 

 

Once prospects have passed through the 1^st two rites of passage (trust & urgency), they have already decided to make a change to their current situation.  Now, they must simply select the best option.  They do this by comparing their choices.  They need for one option to stand out as the clear choice.  This is where salespeople are given the opportunity to make their presentation, to offer their solution. 

 

The problem with most presentations is they serve merely to convey data, not to persuade.   The purpose of every presentation is to persuade!  In order to be persuasive, the salespeople must learn how to create a sharp contrast between your solution and all others. 

 

We must boldly claim our uniqueness. . . what can your solution do (or do quicker, safer, more accurate, etc) the others can't?  Customers are hard-wired to instantly recognizie contrast. 

 

If we don't differentiate our solution, we are selling as much for the competition as for ourselves.  When we boldly claim our uniqueness . . . we simplify the decision for the customer.

 

Learn the other ways to make your sales presentations more persuasive.