A good sales presentation is essential to hold your lead’s attention, ensuring their engagement throughout the conversation and, who knows, until the conversion at the end.

Therefore, you must be aware of the main points of a good presentation and must always seek continuous improvement (in everything you do).

We’re here on another Flipchart Friday to talk a little bit about how to build sales presentations that really convert like Blue World City do.

The first thing I wanted to discuss with you is to keep in mind what the main function of a sales presentation is.

The main function of a sales presentation is not to sell! Yes, it’s not selling!

If we think that the main goal is to sell, we get lazy and too self-centered.

A presentation has the main function of filling a gap in your customer’s mind.

That is, your customer is at point A and you want to take them to point B, and you need to understand how to do that.

First Step to a Good Sales Presentation: Planning

The first point of a good presentation is to plan.

This is a point that when we talk about a sales presentation, not everyone stops and thinks to do it.

Most people already have a sales deck, a Frankenstein presentation they’ve picked up from several coworkers.

A second before entering the meeting, whether it’s a DBS or a face-to-face meeting, the person takes that presentation and turns around in the 30s with it.

What is the downside of this? If you do that, you enter the meeting and make a general presentation.

If it’s generic, it doesn’t necessarily fill the gap for that specific customer you’re talking to.

I’m not telling you to spend a lot of time on this, I’m talking to spend 5 to 15 minutes before the meeting to prepare.

If you are serious about what you do as a salesperson, you have to pay close attention to it, because it will make a big difference in the results.

How to do this planning very quickly?

point A and point B

Well, I said up there that we have point A and point B.

The point A is where your customer is today. So, you will ask yourself:

  • What does he already know about what you want to present about your solution?
  • What does he think about it?
  • What are the points you have already discussed with the management of Capital Smart City?

You must map these issues to make sure your presentation will add value.

If you talk more of the same, you’ll lose the lead within the first few minutes of your presentation.

The point B is where you want your customer to arrive.

One thing I often joke about, which is not so common for people to think about, is how you want your lead to feel at the end of your presentation.

Of course, you want him to buy, but in order for him to take that step, some feeling needs to drive him to action.

When you start thinking about how you want him to feel, you start thinking a little more critically.

Thus, the lead needs:

  • To get more confident , you need to put it up;
  • Feel more secure in yourself and in your business;
  • Make sure it solves his problem.

What feeling will make him take this next step?

Once you define point A and point B, you begin to see all the way the lead needs to go.

Second step to a good sales presentation: Connecting the dots

Here you begin to understand how you can connect all the dots to take the lead, step by step, in the direction you want.

Ideally, your sales presentation should represent a graph like this, of resistance level over time.

When you start a sales presentation, the lead tends to be a little tougher, or a little more armed.

After all, this is a business meeting and as a result he may have to take money out of his pocket. Everyone is a little on the back foot at this time.

Your presentation has to help that lead lower the level of resistance, or anxiety, he has.

You must lower these barriers so that, at the end of your presentation, you have a much better chance of receiving a SIM.

After all, that’s your ultimate goal, whether it’s a YES to sign a contract, or to take the next step, or to involve a next person.

The sales presentation is not just that final presentation. You will make several presentations depending on your type of business and your sales cycle.

How to connect these dots?

We already have the extremes and we need to think about what’s in between.

When I talk about connecting the dots, I’m talking about creating a sales narrative that is cohesive, objective, simple, and very well contextualized.

This way, you ensure that the lead will really pay attention to what you are saying.

This question of contextualization is absurdly important. Today, what happens?

Companies, mainly Brazilian ones, are adopting the idea of ​​having processes, of looking at the pieces and focusing on having something replicable.

The counterpart of this is that there is a period in which the seller or the entrepreneur are more following steps than effectively mastering the process.

This, for a person on the other side, generates a very big disconnect.

Imagine in a call that the connection is not so good, you have problems getting started, the volume is low and the video fails.

There are already a lot of things playing against and the seller is still talking about generic problems.

He uses a 30-slide presentation to, just at the end, arrive at something that really matters, which is your problem and the solution.

He lost you a lot before that.

So, thinking about having a presentation contextualized for that situation, that customer and that market, makes the chance of success in that sale much greater.

Creating the presentation narrative

A presentation cannot simply be a bunch of data put together.

It needs to follow a logical order that makes it easy for the customer to walk you through that line of reasoning to a natural YES at the end.

To create this narrative, we have a very simple way to do it.

First you will list which arguments must be present in your speech to fill in the gaps, defining what the points between an are and B.

  • Does the lead have any specific insecurities?
  • Does he have any objections he’s mentioned in previous conversations?
  • Is there any type of question that is very common at this point in the conversation?

You will list each of these points, the arguments and facts you have to support the message you want to get across at that moment.

Once all these arguments are listed, people usually end up with too many arguments. Therefore, you will start to cut out all excesses.

  • If you have two facts to prove the same point, cut out one of them and leave the most important one;
  • If you have the same argument being used at different times, see if you can put them all together.

The idea is to keep only the essentials in the presentation, but have those other points up your sleeve.

If the lead has any questions, or if they haven’t bought the idea yet, you let that little objection come up first and then use other data.

If you come all in at once, you run the risk of losing the lead in the middle, and if he has any objections at the end, you run out of weapons to use.

So list your arguments, but cut off the excess.

Once you’ve done that, it’s time to choose the best order in which to present this data. Here I have two very important tips:

First tip: Whenever possible, try to bring what is most difficult to the beginning

A very good example of what’s harder: price. How do most sellers do?

They start by presenting the company, success stories and testimonials. Then they talk about the scope of problems the lead has and the solution.

At the end, after he’s said everything that’s interesting, he throws in the price.

Yes, there is a certain logic in this order, sellers generally defend that they should generate enough value and then talk about price.

However, you are already wrong if, in the end, it is the first time you are talking about price. You should have mentioned this in previous conversations to make sure his resistance has already dropped.

If you mentioned it before, it’s not so secret, this objection is no longer so valid. So there is a very big benefit in bringing these tougher, more delicate points to the beginning.

If you can’t get past them, if the customer can’t let it go, they’re not going to buy after all.

Price is a good example, why?

If he can’t afford it, great! Talk about price right at the beginning, as soon as possible.

If the price is really unfeasible, the conversation ends there and you save a lot of your time. Take advantage of this and leave for the next negotiation.

If the lead manages to leave that aside, even better!

He’s already heard the price, and after seeing a part that’s more difficult for him, you’ll put in various arguments, facts, and data to lift his spirits.

In the end, he has a much more positive feeling.

So, put everything that’s difficult in the presentation first: objections, prices and common doubts.

Second tip: Get out of the ordinary

The second tip for choosing the best order is: get out of the ordinary.

People today have a mania, or tendency, to copy. They see something that is working, embody it and start doing it just the same.

What is the effect of this?

When the customer starts to see your presentation, he immediately starts to think:

That other company already told me that. I’ve heard this from Cyclano. I even know where he’s taking me.

If we stay in the ordinary, we fall very easily into a barrier of resistance, why?

  • The client starts thinking about what he knows you are going to say and stops paying attention to you;
  • It simply stopped being interesting to him, it stopped being new.

Again, you lose the lead. So get out of the ordinary, try to get out of the box.

Everyone is talking, for example, to use inbound and starting the presentation by explaining what is inbound and what the customer’s problem is.

It starts by talking about how much he will have to spend, or what he has to do. There is no real rule of thumb for what is best, but the worst thing is to do the same for everyone.

Step Three to a Good Sales Presentation: Test, Practice, and Recycle

After you’ve listed the arguments, cut out the excesses, chosen the best order of presentation, what to do? Don’t stop there!

Always test, practice and recycle your presentation. Don’t fall for the idea that you found the perfect presentation, the perfect pitch. There is no such thing!

The perfect pitch is that pitch that evolves, following the consumer’s mind and the market moment.

So test. How many meetings do you have a day? Every time you enter one, try something new.

In marketing it is very common to do A/B tests, vary between subjects and email bodies, different colors on the website, among others. Incorporate this practice into sales.

Start experimenting with different ways to start your presentation, a different line of argument, different images in the background, some different data.

Test and observe! Really be a scientist of what you are doing and take control of your presentation.

If you do this, even if you don’t have a great performance at first, you will always move towards a better performance.

So recycle.

A very good example of this, mainly in visual terms, is the Evoque, that Range Rover from Land Rover.

When he released it, it was a tremendous boom because the design was fantastic and it got a lot of attention. Today, he passes on the street and no one pays attention anymore. The human being gets used to things easily.

If you don’t change the line of argument in your presentation, change the look, make sure it’s always new to your leads.

Every 3 or 6 months at most, change a little, refresh, change colors, change backgrounds, innovate.

This will ensure that your solution is always interesting, drawing and retaining your customer’s attention throughout the conversation and increasing your chance of closing your sales.


If doing this is sounding a little too complicated and you want to talk to someone who is a scientist, an expert in this subject for over 5 years, come talk to smartly.

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