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Performing a successful sales presentation is one of the most important skills in business. It can be the deciding factor for a project, and if done poorly, even a promising idea may be left without funding. This is why people often search for ways of improving their sales presentations. Larry Myler recently wrote an article titled “Great Sales Presentation – Now, Leave Something Behind That Will Help Close The Deal” in the online version of Forbes magazine. This paper will provide a summary of the article and my thoughts on the subject.
Myler begins the article by talking about the importance of face-to-face meetings in B2B sales and how the prospects tend to talk among themselves after the presentation is complete and the presenter leaves. The article then provides several tips on how to affect the prospects after the presentation is over. Myler presents seven tips, and the first one is focused on high-quality presentation materials such as brochures and booklets. They must be printed professionally and on thick glossy paper. The second tip is that the headline of the sales should be engaging because it is the most visible element of the materials and forms that people leave behind. The third tip is to emphasize branding during the presentation. Before making a decision, the prospects may have meetings with other people from the same field, and it is important to be remembered after all the other presentations. The fourth tip is to list the key takeaways from the presentation on an easily visible field of the materials. The prospects need to know all the takeaways without having to read the whole booklet. It is essential to not use buzzwords with important elements such as key points and titles because they cheapen the presentation and reduce the engagement of the prospects (Myler).
The fifth tip is focused on the references that the materials should have. By providing proof and citations to relevant studies, the materials become much more persuasive (Feldman). The sixth tip is focused on the concise approach to the leave-behind piece. The remaining material should be easy to read and easy to understand. Finally, the last tip that Myler provides is that the presenter should always include their contact information in the leave-behind materials. For example website, links are an important element to include in the material (Myler).
I believe that Myler is making a lot of useful observations on the topic of sales presentations. It is often a crucial aspect of business and even small elements like the quality of the paper that the materials are printed on can have a significant effect on the decisions of the prospects. I especially appreciate his opinion on the use of buzzwords in the materials, as they can make even the most important materials forgettable. I also agree with the importance of personal branding for such presentations. Even in day-to-day activities, brands that standout receive more attention and leave a better impression so sales presentations should do the same.
Sales presentations are essential for any business involved in B2B sales. In his article, Myler provides a series of important tips that should be useful in improving the attitude of the prospects after the presenter leaves the meeting. I will make sure to use them in the future and hope that they will be effective.
Feldman, Barry. Social Proof: Your Key to More Magnetic Marketing. 2014, Web.
Myler, Larry. “Great Sales Presentation–Now, Leave Something Behind That Will Help Close The Deal.” Forbes. 2017, Web.