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How to Create and Deliver a Killer Sales Presentation

Written by: Orana Velarde

A good sales presentation is the key to landing a new client or customer. Present your offers, products and services in a way that will inspire your audience to take action. 

With a killer sales presentation template and some tips on how to create one, you’re on your way to a successful sales meeting. Regardless if it’s virtual or in person.

Let’s dive in! 

Here’s a short selection of 8 easy-to-edit sales presentation templates you can edit, share and download with Visme. View more templates below:

What is a Sales Presentation?

In short, a sales presentation is a speech with or without a slide deck in which the speaker is trying to sell something to their audience. A sales presentation can be formulated in a number of different ways.

For example, a sales presentation can be a pitch deck . Startups use these to present their ideas to potential investors and get funding.

B2B companies use sales presentations to sell their products or services to other companies. In some cases, a webinar is a sales presentation with an added value proposition.

What a sales presentation isn’t, is a sales report where the presenter gives results on sales activity. Think of a sales presentation as before the sale takes place and a sales report as to what happens after.

Below is a pitch deck presentation template that can easily work as a sales presentation. Simply take out some of the slides and fill in your own company information for the particular offer.

Slides to Include in Your Sales Presentation

Sales presentations have existed for a long time. Millions of people have created, presented and closed deals with sales presentations . Thankfully, there are also people that look at the data. 

In this case, the data I’m referring to is the perfect number and type of slides to include in a sales presentation for a higher chance of success. The general consensus for a pitch deck outline , for example, is around 10 slides in this order:

• Introduction
• Market Size and Opportunity
• Competition
• Investment and Use of Funds

Let’s say your sales presentation isn’t a pitch deck to convince investors to fund your startup. If your sales presentation is geared towards selling a particular product or service from your company, it can look more like this:

• Emotion Factor

Do you feel like you might need some help to create a sales presentation? Don’t worry, we’ve got you. Check out the video below to learn how to create a presentation quickly and easily, right inside Visme! 

5 Killer Sales Presentation Tips

In order to create a sales presentation that will convert your audience into customers, it needs to be well designed and also well presented. Here are 5 top tips to take into account when creating your sales presentation.

1. Keep It Short

Keep your sales presentation short. You don’t need to write a dissertation about your product or service. In fact, you should create a little mystery and anticipation. Relay just enough information that will pique their curiosity to the point of wanting to know more. 

2. Tell a Story

Use storytelling techniques at the start to help your audience relate to your pitch. Try using a fictional character as a starting point to explain how your service or product changed or improved their life or work. Insert personable tidbits that your audience can relate to. 

3. Know Beforehand What Your Clients Want or Need

Don’t give a sales presentation to people who won’t be interested in it. Make sure you know what your ideal client and customer really need and want. What are their pain points? How does your offer help them overcome it? Your sales presentation needs to address those and explain in simple language how your product or service is their best choice.

4. Ask Questions and Create Conversation

During the presentation, ask questions to create a conversation with your audience. This will remind them that you are a real person and not a machine. Give them an opportunity to also ask you questions.

5. Don’t Drone a Memorized Speech

It’s definitely a good idea to practice what you’ll say during the sales presentation. But what isn’t so great is to memorize a speech that you’ll then drone out like a middle school play. 

When giving a good presentation , it’s important to be calm and prepared. Your body language says a lot about how you feel when relaying the information. Even if you’ve given the same presentation over 20 times to different audiences, make it new every time.

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5 Ready to Use Sales Presentation Templates

Using a template can help you get a good idea of how to set up the slides in your sales presentation. In the end, you might not use the template as is and you’ll change a lot of the elements. But the idea is that a template gets you started.

At Visme, we have a number of sales presentation templates. Here are a few of our favorites.

1. Creative Sales Presentation

This sales presentation template has 16 slides all in a similar style. Choose the slides that fit your vision best and duplicate your favorites. This is the perfect template for the sale of a digital product or service.

2. Event Sponsorship and Booking Sales Presentation

Use this template if you’re selling sponsorship and booking opportunities for an event. It doesn’t matter if the event is virtual or in person, you still need to get people to participate, buy tickets, buy advertising spots, etc. 

3. Product Sales Presentation

Showcase your products in the best light. Try out this template to create a sales presentation that sells a specific product. Each slide is designed to present an important aspect of your product, its value proposition and who it solves your customers’ pain points.

Change the colors to match your brand and personalize the messaging easily. Keep critical information accurate and consistent across your presentation using Dynamic Fields . All you need to do is create dynamic fields and input data once , which will appear throughout your slides.

4. Freestyle Modern Sales Presentation Theme

The Visme Modern presentation template isn’t just great for sales presentations. This set of slides can help you create any type of presentation. For a sales directed slide deck, use the slide library categories to find the slides you need. 

Not only does this slide library have all the slides you need, but there are also variations of each one. Select the one that fits your content best. 

5. Minimalistic Simple Sales Presentation Theme

Much like the modern presentation theme, the simple presentation theme has over 300 slides in over 20 categories. You simply have to select the sides you need, then choose the composition of the elements you like best. 

Finally, add your own information and data to finalize your sales presentation deck. Don’t forget your brand colors, a few storytelling tidbits and a clear value proposition.

Design Elements To Use In Your Sales Presentation

Sales presentations created with or without templates can benefit from a number of design elements. These are tools that will help you visualize the information for your pitch. From charts to infographic widgets, everything is at your disposal with Visme.

Let’s take a quick look at some of them.

1. Content Blocks

Creating visual content with content blocks is much easier than starting from scratch. We use the same principles as our presentation themes to create ready to use content blocks. 

There are a number of design options when it comes to content blocks. For example, header and text, stats and figures, graphics and text and diagrams. You also have to ability to save your favorite and most versatile blocks in a library to use for all your future presentations.

Visme content blocks are available on the left-hand toolbar of your editor. In the “Basics” button at the very top of the list.

Visme icons come in all shapes and sizes. From static line icons to animated full-color isometric illustrated icons. All are color customizable and easy to resize. Making them fit your brand is seamless and intuitive. 

Use icons instead of bullet points, as a replacement of unnecessary text, as a way to create a visual flow, or as a decorative element. Icons are your best friend when creating visual projects.

3. Characters

Include personable characters along with your content blocks and other design elements. These characters will help create a relatable environment for your audience, making it easier to sell your products or services.

The Visme characters can be static or animated. Customized in terms of color, pose and repetition of action. They work great to explain certain concepts and ideas that need a visual push to come across.

4. Infographic Widgets

Infographic widgets are great design tools for visualizing small data sets. Use groups of these to visualize individual statistics and information that will help sell your product or service.

Customize the color and dimensions easily to fit in with the rest of your project.

Visualize location information with customizable interactive maps. Choose between counties, states, entire countries or regions. Enter data for your map with a Google sheet or do it manually. 

Visme maps can be as simple as a color outline to a multicolored data map with a legend and interactive pop ups.

6. Charts and Graphs

Very few sales presentations can get away without a minimum of charts and graphs. The Visme graph engine has a wide variety of options to create line charts, bar graphics, scatter plots and more. 

You only need to input your data once and the graph engine shows you different options to choose from. Select the one that makes your data the easiest to read and doesn’t confuse the audience.

7. Special Effects

Adding special effects is a great way to add visual value to your slides. Motion graphics shapes and backgrounds will make your sales presentations more interesting to look at. These are great for sales presentations that don’t accompany a speech or elevator pitch.

How To Create a Sales Presentation in Visme in 9 Steps or Less

It’s easy to design a sales presentation with Visme. The design elements and information visualization tools will help you put together a memorable sales presentation that will seal the deal.

1. Create an Outline

Before you start designing any slides, you’ll need to have all your information in an easy to follow outline document. If possible, separate the sections into what will go on each slide. This will help save you time when you’re actually in the editor creating the presentations.

Remember to keep the information per slide as short and sweet as possible. You’re looking to convince and convert, not teach a masterclass. 

2. Choose a Template

Once you have all your information ready to go, it’s time to sign in to your Visme account and choose a template. Browse the ready-made templates or select one of the three themes which are more like builders.

When you pick a template and then you realize it’s not what you needed, changing for another one is easy from inside the editor. Set up as many slides as your outline calls for.

Presentation Templates

Ecommerce Webinar Presentation

Buyer Presentation

PixelGo Marketing Plan Presentation

Technology Presentation

Product Training Interactive Presentation

Work+Biz Pitch Deck - Presentation

Create your presentation View more templates

3. Select Images and Graphics

All the photos, icons and illustrations inside the templates are free to use. As are all the ones in the Visme graphics library. Simply use the search function to find what you need. All icons and illustrations are customizable to match your brand colors. 

If you have brand or company visual assets ready to use, upload them to your media library and add it to your canvas. 

4. Input Your Information

Add the content from your outline into the presentation. Go slide by slide so you don’t miss anything. If text boxes change sizes, use the sizing function to readjust how text fits on the slide. 

5. Customize Slides to Add Brand Assets

Change the color theme to match your brand. Prepare your Brand Kit first with a color palette and color theme with your brand colors. Then in the editor, change the template colors as you wish.

To change the fonts, select the text and add the new fonts in. You can upload your own brand fonts or use one from our long and varied collection.

6. Add Data With Data Visualizations

Use the Visme Graph Engine to create charts and graphs to add to your sales presentation. If the template you selected already had charts and graphs, simply customize to fit your data and story.

Add infographic widgets for small data sets or small tidbits of statistical information. For example, percentages and arrays. 

7. Add Interactivity, Animation and Narration

If you’ll be sending the sales presentation on its own without your speech accompanying in, consider adding interactivity, animation and narration for your audience to feel connected to the slides. 

Alternatively, you can have two versions. One without these elements to accompany your spoken speech and an interactive version to send to potential clients after you’ve talked to them.

Interactivity can be buttons that open popups, websites or navigate to other slides. Animation can be achieved with animation effects on any element or with animated icons and characters.  Add narration to your slides so your audience will have an easier time following along.

8. Use Presenter’s Notes

When presenting live to an audience, take advantage of the presenter's notes function. These are notes and reminders that only you can see on the slides as you go through the sales presentation.

They will help you stay on track with the story, will give you cues for when to ask questions or insert a humorous comment. Use these as support, not as reading points.

9. Share Your Sales Presentation With a Link or Download

Your sales presentations can be shared in a number of different ways. Share it as a live link, download as HTML5 to share offline with all the animation and interactivity you added. Download as a PDF to share as a static presentation or to print in a booklet. 

Share your sales presentation easily in a Zoom or Google Meet call by sharing your screen and sending a copy to your attendees.

Your Turn to Create a Killer Sales Presentation with Visme

Now it’s your turn to create a sales presentation. We hope you’ll try Visme to see just how much you can do with the tools at your disposal.

Check out all the sales presentation templates to get started. We think you’ll never want to create a presentation anywhere else. 

Create beautiful presentations faster with Visme.

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About the Author

Orana is a multi-faceted creative. She is a content writer, artist, and designer. She travels the world with her family and is currently in Istanbul. Find out more about her work at oranavelarde.com

15 Sales Presentation Techniques That Will Help You Close More Deals Today

Updated: June 01, 2022

Published: May 31, 2022

Hate the thought of doing sales presentations ? You’re not alone. But the best reps have sales presentations down pat, even if it’s not their favorite activity.

The best sales reps know that, when done right , sales presentations are a high-earning skill.

So, let’s hone that skill with simple sales presentation techniques that communicate an irresistible narrative and get buyers to close.

Sales Presentation

An effective sales presentation tells a compelling story, highlights your value proposition, and aligns with your audience's needs and desires. It ends with a strong call-to-action and leads prospects to your differentiators instead of leading with them.

As it can sometimes mean the difference between closing a deal or losing a customer, you definitely want to get your sales presentation right. There are strategies and tips you can follow to ensure your sales presentations are effective, memorable, and engaging. Let’s go over them below.

Sales Presentation Methods

1. structure your presentation. .

Guiding your prospects down a clear path is key to a successful sales presentation. You’ll follow a logical structure, and listeners will understand how each element of your presentation relates to one another, rather than them having to piece together disjointed information on their own. 

There are times when flipping the structure can add unique elements to your presentation, though, and we’ll discuss this further below. 

2. Use data visualizations. 

Using visuals, like charts and graphics, to supplement your message is a valuable way to showcase your content in an easy-to-understand format as they make your words more impactful. 

For example, if you’re selling SaaS that helps users organize their sales process for a shorter cycle, you can create a visual that displays the average length of your clients’ sales cycle vs. those using other tools. 

By doing this, you’re adding extra emphasis to your words with a visual picture, and a bonus is that visuals are more likely to stick with your audience and get them thinking versus just hearing you talk. 

3. Rely on spoken words — not text.

If your presentation slides are text-heavy, prospects may get caught up reading the words you’ve written instead of listening, causing them to miss out on the value you’re sharing. Aim to include less text by calling attention to the most significant elements with short bursts of text that you supplement with your words. 

In addition, when you have less text on your slides, you may be less inclined to just read from them, which can be a bad part of presentations. You’ll have to speak instead of relying on written content. 

Let’s go over some sales presentation techniques that, when paired with the three methods above, will help you nail it every time.

Sales Presentation Techniques

1. send your buyer the presentation deck before your call..

You might assume that sending a buyer a deck before a call is like revealing whodunnit on the cover of a murder mystery. No one will pay attention to the rest of the book, right? 

When the Gong.io team started sharing our deck before opening sales calls, we learned it was a winning move. 

If your deck is compelling, prospects will want to get into it with you, even if they know the main point. Together, you can dive in, dissect the good bits, and talk through questions. It’s going to be a juicy conversation, and they know it.

Then, you can begin the conversation during your presentation with a statement like, “Based on the information in the deck I sent, where should we start?”

2. Invoke self-discovery.

It’s tempting to stick to a positive linear story during your sales presentation. That usually invokes talking about benefits, outcomes, and desired results. But, that approach isn’t always the best. 

Before discussing solutions and results, you must understand your prospect's problem. More importantly, you have to be sure your prospects understand the problem. 

Self-discovery is the ticket that gets you there. Instead of telling the buyer what the problem is and how you’ll address it, get your buyer to connect with the problem on their own. 

3. Talk about Point A. Don’t skip to point B.

This is 100% linked to the tip above. There’s a problem (point A) and desired outcome (point B). Point A is the status quo. It’s a problem your buyer will continue to face if they don’t make a change. 

You can stand out by focusing on point A, as talking about a pain point is shockingly more effective than talking about positive outcomes. 

Make your buyer feel the pain that results from the status quo. Convince them the pain will only worsen without your solution — because you know that to be true.

You should only talk about benefits once they’re on board with that line of thinking. Urgency is what allows benefits to land. Without urgency, benefits are just happy points that hold no real meaning.

4. Insight is your #1 lead story.

Buyers are experts on their circumstances, but they want insights into their situation from you. 

You’re most likely to impress a buyer by telling them something new about themselves, as your offering is a unique insight into their problems and opportunities.

Check out this TaylorMade video. It’s a bang-on example of how to lead a presentation with insight, and then move on to your product’s strengths:

You learned how to get more distance from your golf swing (an insight into what you’re doing). Then you learned how that’s supported by the product’s particular strength.

Insight comes first. It changes how your buyers think about the problem your product solves. Only then benefits can land effectively.

5. Don’t lead with differentiators, lead to them.

At Gong.io, we’ve taught our sales reps to speak with buyers about a critical problem only we can solve. It’s the delta between top producers and the rest of the team.

• "The numbers from your top reps are fantastic."
• "The downside is they’re annulled by everyone else who’s missing their quota."
• "Your team goes from outstanding numbers to breaking even or missing quota. Both of those options are unsustainable."

We only introduce our key differentiator once the backstory is clear and the buyer gets it. Then, our reps say something like this:

"Gong is the only platform that can tell you what your top reps do differently from the rest of your team. We can tell you which questions they ask, which topics they discuss, when they talk about each one, and more."

See why we lead to our differentiator, and not with it? It just wouldn’t land the same way if we started with the differentiator. In fact, it might not land at all.

6. Focus on value, not features.

Gong.io research found that focusing on features over value is not impactful. Prospects, especially decision-makers, want value propositions about how you’ll help them solve their problems rather than an overview of the features they’ll get. 

7. Flip your presentation.

he next, eventually achieving a shiny, final outcome. This isn’t always the best strategy. 

Instead of building up to the most significant and impactful part of your demo for your prospect, begin with the most valuable part, which is how you’ll help them, and let the conversation flow from there. 

There’s one other tactic underlying it all: The best product demos start with topics the buyers highlighted on the discovery call . For example, if the buyer spends 4 minutes talking about X and 10 minutes talking about Y, you want to begin with Y, as the buyer has demonstrated that they’re heavily interested in Y. In the opening section of your presentation, address the biggest issue from discovery. Address the second biggest issue second, etc.

It’s called solution mapping, and it’s going to change your sales presentation process forever. Stop saving the big reveal for last. Stop building anticipation. Start with the good stuff. Let it rip right out of the gate.

8. Turn your presentation into a conversation.

If you sensed we were looking for a two-way dialogue during your pitch, you’re right. That’s a relief to most salespeople, especially the ones who hate delivering traditional presentations.

A two-way dialogue is going to make your pitch feel more natural. To do this, Gong.io says to get buyers to ask questions by giving them just enough info to inspire them to ask more questions and keep the conversation going. In fact, top performers ask fewer questions because they don’t bombard prospects with too much information but instead give buyers just enough information to have them ask questions. 

Long monologues won’t help you have real conversations with your buyers. Instead, aim for a great two-way conversation. 

9. Mind the 9-minute period.

This tip is crisp and clear: Don’t present for more than nine minutes. Gong.io data supports this. 

Presentations for lost deals last an average of 11.4 minutes. Why do they go so poorly? Because it’s hard to retain attention. If you do go longer than nine minutes, switch it up. 

Vary something that re-captures attention and keeps people engaged. Change channels by doing something like switching up who’s speaking in real life or on video. This can rest your clock to zero, and you’ve got nine more minutes for the next portion of the show. 

10. Be strategic with social proof. 

Social proof. Best friend or worst nightmare? It can be either one, so use it carefully. For example, generic social proof (i.e., naming impressive clients for brand power alone) is a disaster. Buyers might not identify with them. Sure, they’re dazzled, but they may not see how they relate to your current client.

An effective strategy is to reference clients similar to your buyer, with the same pain points, challenges and needs that they can relate to. You can tell an accompanying story about the client and their pain points, helping the buyer see themselves in the story you’re telling.

11. Talk price after you establish value.

Would it surprise you to know it matters when you talk about certain topics? It can actually affect whether you win or lose a deal. Pricing is a great example of this principle.

The top salespeople wait to talk about pricing. They know it’s important to demonstrate their product’s value first.

Set an agenda at the start of your call so your buyer knows when to expect a pricing discussion. They’ll be less likely to raise it early, and if they do, you can refer back to the agenda.

Open with something like, " I’d like to talk about A, B, and C on our call today. Then we can go over pricing at the end and -- if it makes sense for you -- talk about next steps. Does that work for you?"

You’re all set.

12. Reference your competitors.

Our data shows that you’re more likely to win a deal if you talk about the competition early in the sales process instead of ignoring them completely.

For best results, practice this during your first sales presentation. Waiting until the end of your sales process puts you into a dangerous red zone. Your buyers will already have formed opinions, and they’ll be harder to change.

In other words, at the end of the day, buyers will justify a decision they made early in the process, which is why it’s critical to set yourself up as the winner early on. Talk about the competition in your presentation. Put the conversation out there. Get your buyer to see you through that lens, and you’re golden.

Over To You

You now have 15 new tips and techniques to throw down this quarter. Many of these data-backed moves come from Gong.io’s own findings and have proven to be effective for us. Implement them, and I know you’ll boost your numbers.

Don't forget to share this post!

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How to Craft and Deliver a Sales Presentation: A Step-by-Step Guide

Written by: Sean McAlindin

Sean McAlindin, a business and arts writer, has a decade-long experience in music and culture journalism and recently ventured into business writing.

Edited by: Sallie Middlebrook

Sallie, holding a Ph.D. from Walden University, is an experienced writing coach and editor with a background in marketing. She has served roles in corporate communications and taught at institutions like the University of Florida.

Updated on July 21, 2024

What is a Sales Presentation?

Why are sales presentations important, the steps to creating and delivering an effective sales presentation, where sales presentations go wrong.

In the competitive world of business, the significance of delivering an impactful sales presentation cannot be overstated. Not only is it a vital tool for showcasing your products, services, or ideas – a successful sales presentation connects with an audience and builds the bridge to a potential business relationship. 

Ultimately,  it’s about establishing credibility and likeability with your prospects. Whether you’re pitching to potential clients, investors, or colleagues, mastering the art of delivering a compelling sales presentation can lead to positive outcomes and lucrative sales opportunities.

This article provides a comprehensive guide to help you craft and deliver effective sales presentations. We will cover essential tips for preparation, including doing your research, understanding your audience, and setting clear objectives. You’ll learn how to create a solid presentation from the ground up with a strong narrative structure, engaging visuals, and a decisive call to action. 

We’ll also address how to handle questions and follow up after the presentation, as well as touch on some common pitfalls where sales presentations go wrong. By following these strategies, you can elevate your presentation skills, connect with your audience on a deeper level, and achieve greater success in your sales endeavors.

Key Takeaways

Sales presentations are the most direct way to sell your product or service to a new audience. Mastering these skills will improve your confidence as a sales professional, build lasting business relationships, and help you close more deals.

Crafting a quality sales presentation requires preparation, structure, insight, and adaptability. It’s important to have the right tools, knowledge, structure, and mindset to connect with your audience. Our trusted experts at Making That Sale will go over everything you need to know in this comprehensive, step-by-step guide.

A sales presentation is a communication tool used by individuals and businesses to showcase their products, services, or ideas to potential clients, investors, or stakeholders.

It is a strategic and well-crafted pitch designed to create a favorable impression of your product and services, and persuade your prospects to buy what you’re selling. Whether conducted in-person or virtually, a successful sales presentation builds a relationship with the audience, addresses their needs, and ultimately persuades them to consider your solution.

Most sales presentations include a script along with a slideshow that features graphics, video, and key statistics. However, a truly effective presentation goes far beyond features and benefits. The best ones tell a spellbinding story with engaging visuals that forges genuine interest and personal connections with the audience.  

Sure, you’re going to talk about the product or service you’re selling, but on a deeper level, you are trying to build trust and rapport between you and your prospects. A sales presentation is all about establishing the framework for a successful and fulfilling business relationship. A great pitch takes advantage of this opportunity to make a lasting impression and convince your customers to make the next step on their business journey with you by their side. 

Sales presentations are important in the world of business mainly because they often represent your first (and sometimes only) opportunity to grab your customers’ interest and establish the potential for a future sale. 

It’s an opportunity to showcase the unique benefits of products or services, while establishing trust and credibility with the audience. By addressing their specific needs and pain points, sales people  demonstrate expertise, relevance, and commitment to personalized service. 

By presenting information in a clear and engaging manner, you can use your sales presentation to encourage quicker responses and commitments from stakeholders. In competitive markets, an effective sales presentation sets businesses apart from competitors by giving them the chance to highlight their advantages and persuade prospects that their solutions are the best. 

Sales presentations are indispensable tools for businesses to communicate their mission, build relationships, and create actionable opportunities. By learning how to craft and deliver impactful presentations, salespeople can propel themselves toward sustainable success, career growth, and a world of endless business possibilities. 

Now, let’s go through the process of creating and delivering a sales presentation, step by step. In this section, we’ll cover preparation, written craft, visual design, live delivery, Q&A, and follow-up, ensuring you don’t miss the chance to engage your audience and deliver a compelling message.

1. Preparing the presentation

Before stepping into the spotlight, it’s crucial to lay the groundwork for an effective sales presentation. 

If you follow these foundational steps as you embark on your journey to becoming a skilled sales presenter, you’ll be well on your way to delivering a sales presentation that leaves a lasting impression and yields successful results. 

Understand your audience

An excellent sales presentation is no mere, one-sided pitch, but rather a personalized engagement with each unique audience. It involves understanding the specific challenges and requirements of who you’re selling to and tailoring your content accordingly. This level of customization establishes rapport, trust, and credibility, while laying the foundation for a positive and receptive atmosphere.

Before you begin crafting your sales presentation, learn about the prospect’s company size, mission, industry, internal processes, and vision for the future. Examine their pain points and associated consequences to customize your presentation directly to their needs. This will help you plan some small talk, tweak your sales pitch, and choose relevant social proof that sells directly to their experience and mindset. 

Identify the decision-makers and stakeholders who will be present during your presentation. Research their roles and responsibilities. If they’re from high-level management, focus on how you’ll help them achieve long-term goals. If they’re planning to use your solution day-to-day, focus on its efficiency, ease of use, and problem-solving.

Knowing your audience allows you to speak their language, making your pitch more relatable and convincing. Your preparation will demonstrate an attention to detail and leadership quality that naturally attracts people to you and persuades them to listen to what you have to say.

Know your product inside and out

The other side of the equation is knowing your product or service like the back of your hand. Before preparing your sales presentation, list all the positive attributes, statistics, and details that you want to get across, and choose the ones that are most important to your audience. You’re not here to overwhelm them with information, but you need to make sure you’re covering the basics and that you’re prepared to answer technical questions when they arise. 

Set clear objectives

Without clear objectives, a presentation can easily lose focus and go off the rails. Define what you aim to accomplish with your pitch – whether it’s to secure a deal, gain buy-in for a project, or establish a partnership. Setting clear goals enables you to structure your content effectively and ensure that every element of your presentation aligns with your intended outcomes.

Develop a compelling story structure

Great sales presentations are more than just a collection of slides; they tell a captivating story that resonates with the audience. By using proven storytelling techniques, presenters can draw their listeners in and create an emotional connection that makes the experience more memorable. 

We’re all wired for tales of triumph, struggle, and inspiration. While these narratives can take many forms, their most basic structure involves conflict and a resolution. In a sales presentation, this means focusing on how your solution can solve a specific problem or fills a key need for your client. Your goal is to demonstrate the value you can bring to their lives or businesses in a way that’s both compelling and relatable. 

Start by hooking your listeners with a strong opening that captures their attention and generates interest in your topic. Develop a logical flow of ideas, organizing your content in a way that is easy to follow and builds a persuasive case. Back up your claims with data, evidence, and real-world examples to reinforce the credibility of your offering and bolster your audience’s confidence in your presentation.

You can get more creative from there to bring your presentation to life, but that’s a great base to build from. For more information about how to leverage narrative techniques to make deals, read Making That Sale’s article, “How to Sell with Storytelling.”

2. Crafting the presentation

Creating a successful sales presentation is an art that goes beyond just delivering information. It’s about understanding your audience’s aspirations and crafting an entertaining narrative that resonates with their hearts, minds, souls. Each slide, every word, and every gesture presents an opportunity to make a lasting impression and leave your audience inspired.

In this section, we’ll guide you through choosing the right presentation tools, developing a story based on a common, effective structure, and creating appealing and impactful visuals and graphic design elements that tie everything together.  

Choose the right presentation tools

First things first, pick your preferred platform. PowerPoint, Google Slides, Keynote, Prezi, and Visme are all popular options. Choose a presentation tool that aligns with your style and allows you to unleash your creative genius with ease and confidence. 

When it comes to selecting the right sales presentation tools, there are several key factors to consider. First and foremost, ensure compatibility and accessibility with your workflow. Whatever program you use, make sure it seamlessly integrates across your devices and platforms for easy access and editing on the go. 

A user-friendly interface is equally important, as it empowers you to create visually captivating slides without a steep learning curve, saving valuable time and effort. If you collaborate with a team on presentations, prioritize tools with real-time collaboration features and version control to ensure that multiple team members can work together seamlessly.

Next, focus on the visual capabilities of the tool. Look for options that allow you to effortlessly incorporate images, graphics, charts, and multimedia elements. Visuals not only enhance engagement, but also help simplify complex information, making it easier for your audience to grasp and remember key points. 

Since many presentations are now happening online, choose tools that offer screen sharing, live broadcasting, and offline presenting capabilities. This flexibility enables you to adapt to different presentation scenarios and cater to various audience preferences. 

For more information on the pros and cons of popular sales presentation tools, read Making That Sale’s article, “The Best Sales Presentation Tools.”

Follow a simple presentation outline

Here is a bare-bones sales presentation outline you can use to start crafting your presentation. There’s plenty of room for interpretation and creativity, but this covers all the basics you need to include to get started. 

1. Open with small talk and introductions 

Thank your prospect for attending.  Introduce yourself and your business. Consider making a safe, agreeable joke or positive commentary about their company. Otherwise, open with an essential question or some type of appealing hook.  Make this section brief, yet personal, upbeat, and engaging. 

2. Set an agenda 

Remind the prospect of the purpose of the meeting and why it’s good they’re attending. Get their agreement to move on and talk about the problem and solution ahead.

3. Bring up your prospect’s main problem 

Summarize what you learned about during research and discovery about your client’s main pain point and elucidate the implications of leaving it unsolved. Present this information in a way that resonates with your audience by using empathetic language and descriptive storytelling. 

4. Talk about the benefits of your solution

Envision a better world in which the problem is gone, thanks to you. Reveal how your product or service can make this vision a reality by improving their business and brightening their outlook for the future.

5. Share social proof 

Include case studies, testimonials, and anecdotes from past customers who have benefited from your solution. Point to sales numbers, industry trends, or other data that supports your claims about your product.

6. End with a call to action 

Wrap up with a closing statement that invites your audience to begin this partnership, make a purchase, or take another decisive action. The whole build-up of your presentation is leading to this doorway. Make it easy and appealing for your audience to enter and take the next steps. 

3. Designing an engaging, effective slideshow

Now, let’s dive into the art of designing slideshows that seriously pop. Say goodbye to boring bullet points and clip art. In the age of media, we can and must do better. 

Start by selecting an appropriate color scheme and font that complements your brand and message. A dash of color can work wonders in capturing attention and making information more memorable.

Select engaging visuals that draw in your audience with photography, charts, and video clips. These graphics not only break the monotony of information, but also help illustrate your points and engage your audience. Engaging slides with relevant images and easy-to-process data can enhance understanding and retention of the information being presented. 

Create graphs that back your claims, illustrate trends, and supplement your stories. For example, if you say Facebook ad prices are trending upwards, show a line chart of this. If you’re talking about satisfied customers, show actual photos of the people whose lives you’ve touched. 

Be selective with your visuals as it’s essential to strike a balance and avoid overwhelming the audience with too much content. A visually appealing presentation should complement the presenter’s message and not overshadow it. So, choose wisely to ensure that every visual element serves a purpose in supporting your narrative.

Keep your slides clean and uncluttered to avoid overwhelming your audience. A cluttered slide can feel like trying to read another language. Stick to the essentials complemented with simple, compelling visuals, and your message will shine through as clear as day. When it comes to text, font size and readability matter, especially for those sitting in the back row. Make sure that everyone can effortlessly read your slides without squinting or calling for backup binoculars. Not everyone has 20/20 vision, you know!

Remember, designing an effective slideshow is an art form that requires thoughtful consideration of your audience’s preferences and needs. With the right blend of colors, fonts, and visuals, you’ll create a presentation that not only pops and engages, but also leaves a lasting impression on your listeners.

Pro tip : Send the slideshow to your audience ahead of time so that they can get an idea of what you’ll be talking about before the presentation.

4. Delivering the presentation

Now that you’ve got an expertly-scripted narrative and captivating visuals to go with it, it’s time to nail your delivery like a pro. Get ready to shine on that stage and win the hearts and minds of your audience with your down-to-earth, welcoming, confident approach to selling.

Rehearse the presentation

Remember the saying, “Practice makes perfect”? Well, it’s true when it comes to sales presentations. Rehearsing allows you to commit your pitch to memory, so it comes across as effortless and natural. 

It’s a good idea to practice alone to get comfortable with your material. Then, when you’re ready,  gather some colleagues, friends, or family as a test audience. Listen to their feedback and respond accordingly. 

Practice also gives you a chance to time your presentation, to see if it needs to be cut or expanded upon depending on your audience and venue. Remember to pace yourself, take time to answer questions, and leave room for unscripted interactions with your audience.

Develop confident body language

Confident body language can do wonders for your presentation skills. Start with eye contact – a simple, magic power that keeps your audience engaged and confident in you. Try to connect with all the people in the room, one calm, collected gaze at a time.

Whether you’re in person or on a Zoom call, don’t be afraid to let your hands do the talking. Use motions to emphasize your points and transitions. You don’t need to jump up and down – a small, well-placed gesture can go a long way. In terms of posture, put your shoulders back, smile, and feel free to move around naturally. 

Unless you really happen to offend someone, avoid apologizing if you make a mistake. This indicates nervousness or discomfort. Instead, take it in stride and move forward with confidence.

Speak with clarity and enthusiasm

Hold up, Shakespeare! Leave the jargon and technical terms at the door. Your audience isn’t here for a vocabulary lesson. You need to speak using clear, simple language that everyone can understand.

Since the tone of your voice matters a lot, consider using one that is upbeat and energized. Keep your narrative and visual content moving ahead. Don’t spend more than a minute or two on each slide. Frequently changing the visual stimuli helps to maintain the audience’s curiosity, especially in the age of 21st-century information overload where attention spans are shorter than ever. 

Above all, let your passion for what you’re selling shine through. Show enthusiasm for your subject matter and really believe in what you’re saying. If you’re not excited about what you’re selling, it’s unlikely your audience will become enthusiastic about it, or even interested at all. 

Connect with your audience

Do your best to maintain an approachable and friendly demeanor throughout the presentation. Smile genuinely, maintain eye contact, and use inclusive language. Encourage interaction with your audience by asking questions, seeking their input, and acknowledging their responses. 

While you’ll be tempted to push ahead with your scripted presentation, it’s a good idea to address questions as they come up, or promise to circle back around to them later. This approach creates a sense of involvement and fosters a two-way communication flow helping your audience feel valued, heard, and engaged in the conversation.

Be yourself

Every presentation is a chance to showcase not only your products or ideas, but also unique authenticity and passion. Embrace your one-of-a-kind voice, let your personality shine, and watch as your audience becomes invested in your vision.

Originality creates a human connection, making you more relatable and approachable to everyone. People buy from those they like and trust, so be true to yourself. You’ll be more likely to forge a meaningful bond with your audience and open them up to a sale. 

Don’t be afraid to go off script

While expert salespeople usually follow a script, they are also masters of improvisation. Every audience is different, and if you’re going to succeed consistently, you need to be able to think on your feet and respond to changing circumstances.

Going off script during a sales presentation can be a powerful tool to establish a genuine connection with your audience. While preparation is crucial, spontaneity adds an element of authenticity and adaptability that resonates with listeners. It allows you to address questions or concerns in real-time, demonstrating your expertise and building trust.

Let’s say your prospect asks an unexpected question or interrupts you in some other way. How are you going to react? The way we act in unfamiliar situations has a big impact on how people form opinions about us. They may just be testing you, or have a peculiar personality quirk. Either way, to keep their interest you’ll have to be agile and ready to shift gears to keep them engaged while continuing to steer the discussion toward your desired end goal. 

Close your presentation on a high note

As the curtains draw close on your spectacular sales presentation, it’s time to leave a lasting impression that lingers in the minds of your captivated audience. We suggest following these simple steps. 

1. Summarize

Summarize the key points and takeaways of your presentation, reinforcing your main message in a concise, yet impactful, manner. Consider using a creative analogy or metaphor that drives home the substance of your sales pitch in a memorable way. A well-crafted summary ensures that your audience departs with a clear understanding of your value proposition in a way they can repeat and explain to others. 

2. Call to action

Then comes the moment you’ve been building up to – the grand finale of your sales presentation! It’s time to close with a powerful call-to-action that sparks action in your audience. Whether it’s urging them to schedule a meeting, sign up for a trial, or commit to a purchase, make it crystal clear what you want them to do next. A compelling call-to-action fuels the momentum you’ve gained and propels your audience into the next step in the sales journey. 

3. Offer additional resources

Want to go the extra mile? Provide your audience with valuable resources that enhance their understanding and keep the momentum going. Share relevant materials, such as research papers, case studies, or links to informative websites. It’s a gesture that shows you’re invested in their success beyond the confines of the presentation.

4. Final thoughts

When it’s time for your closing master stroke, you may choose to go out with a thought-provoking question or inspiring quote. Be bold, creative, and authentic in your approach. While gimmicks aren’t necessary, you may choose to use a surprise element, such as a live demonstration, giveaway, or interactive game, to leave an indelible impression. 

5. Addressing questions and objections

As your sales presentation ends, the spotlight often shifts to a Q&A session. This is where you can showcase your expertise like a pro and add the final touches that make your sales presentation an absolute winner. Here are some ideas to prepare for this important but sometimes forgotten portion of the process. 

Anticipate potential questions and concerns

As you’re planning your presentation, step into your audience’s shoes and envision what might be on their minds. What questions would you have if you were in their position? 

Anticipating their concerns allows you to proactively prepare your answers, demonstrating that you truly understand their needs and are ready to provide reliable solutions. Get ready to handle those curveballs and you’ll win over your prospects with your knowledge and quick responsiveness. 

Prepare well-researched answers

When it comes to answering questions, there’s no room for winging it. Thoroughly research your topic, gather relevant data, and equip yourself with compelling evidence to back up your points. Armed with a wealth of knowledge, you’ll exude confidence and leave your audience with a sense of trust in your expertise. 

While you don’t want to bombard your audience with statistics in the initial pitch, the follow-up questions are a great place to nerd out and dig into the details. When they’ve asked a question, you can be relatively sure they are interested in gaining more in-depth knowledge about it. 

Demonstrate flexibility and adaptability

Sometimes, the Q&A session can throw unexpected surprises your way. Instead of silently freaking out and changing the topic, embrace the opportunity to demonstrate your adaptability, empathy, and sense of humor. 

If faced with a question you hadn’t anticipated, stay composed, and acknowledge the inquiry. If you don’t have an immediate answer, offer to follow up after the presentation. Doing this will offer your audience a small sign of your commitment to delivering accurate, up-to-date information.

6. Following up

As the final act of your sales presentation draws to a close, the journey doesn’t end there. Follow-up and feedback are the key ingredients to building long-lasting business relationships, closing deals, and refining your presentation prowess for your next audition. With this in mind, let’s dive into the steps to take after the spotlight fades and the audience gets on with their day. 

Send personalized follow-up messages

Keep the momentum going by reaching out to your audience with personalized follow-up messages. Thank them for their time, reiterate the main points discussed, and offer any additional information or resources promised during the presentation. A personalized touch shows your attentiveness and genuine interest in their needs, strengthening your connections and leaving a positive impression.

Offer them another opportunity to buy

Perhaps you and your prospect didn’t come to a final agreement at the end of the sales presentation. It’s likely they need some time to reflect on your offer and decide whether or not it’s right for their business. When you follow up, reiterate your product and pricing structure, so they know exactly what they need to do to move forward with your solution. You don’t need to be pushy, but keep the doorway open and make it as easy as possible for your potential client to walk through it. 

Request feedback

Open, honest feedback is the key to ongoing growth and improvement. Don’t be shy about asking your audience for their thoughts and opinions on your presentation. Constructive criticism and valuable insights can provide a fresh perspective, helping you refine your strengths and work on any areas that may need fine-tuning. 

Embrace feedback as a learning opportunity, and your future presentations will shine even brighter than before. Implement the suggestions that align with your goals and style, and don’t forget to celebrate the areas where you’ve received praise. With each iteration, you’ll become an even more compelling and confident presenter.

Before we conclude, let’s take a moment to talk about what people often do wrong while drafting their presentations. Here are the most common pitfalls that can completely derail even the most promising sales presentation. Steer clear of these and you’re well on your way to success. 

1. Lack of preparation

Insufficient preparation can negatively impact a presentation’s success. Without thorough research and planning, the presenter may struggle to effectively connect with their audience, convey the value proposition, or address potential questions that arise. There’s nothing worse than bombing a pitch because you didn’t do your homework. 

2. Poor understanding of the audience

Failing to understand the audience’s needs, preferences, and pain points can lead to a disconnected presentation that doesn’t resonate with the listeners. Take the time to research your prospects before every presentation or be doomed to forever remain a stranger. 

3. Too much ego 

Presentations are far too often egocentric and all about the company and the product. The problem with this is that the customer doesn’t really care about you, your product, or your service. Customers care about themselves and how you can make their lives better. Remember, to make them the center of your story or risk losing their attention and possibly causing them to hate you. 

4. Ineffective delivery

Poor public speaking skills and a lack of confidence can undermine the presenter’s credibility and diminish the impact of the message. These skills can be learned over time, but it’s important to cultivate genuine expertise and a good sense of self-esteem. Take care of yourself, your life, and your work, and this positive energy will come through to any audience that’s paying attention.

5. Text overload

No one wants to read a mass block of text. A presentation should be as succinct as possible or it will risk boring people. Each slide should address one idea or point. When you have too many ideas at once, people are more likely to become distracted and lose interest.

6. Too much jargon

In the world of sales, it’s all too easy to get caught up in statistics, technicalities, and meaningless jargon. Overloading the audience with too much information or complex data can confuse and disengage them, making it difficult for them to grasp the main points. It’s essential to keep your sales presentation simple, understandable, and engaging for each customer. The last thing you want to do is sound like an unrelatable salesperson who might as well be a robot. 

7. Lack of storytelling

Humans love to be told stories. There is something innately magical about them that draws us in and holds our attention. Presentations that are only a list of features and functions don’t command as much interest as those that weave a narrative of how your product can add value to a customer’s life. So get out your finest fountain pen and sketch out a story that’s sure to keep them on the edge of their seat.

8. Poor design

People like to look at things that attract them, and those things are usually well-designed. You may not be a gifted artist, but there are plenty of professionals you can find on freelancing platforms, such as Upwork, who will help make your presentation look professional, if you lack the skills to do it yourself.

You may also consider investing in an AI image generator like DALL-E , Midjourney , or Stable Diffusion to help you create the images you need. Nowadays, there are also a profusion of AI slideshow and video presentation generators including Vimeo, Animoto, Simplified, and Movavi. 

9. Missing call-to-action

Without a clear and persuasive call-to-action, the audience may not know the next steps to take. You can have the greatest build-up imaginable, but if you miss the punchline, it’s all for naught. To avoid missed opportunities, be absolutely clear about the coming steps at the end of your presentation in order to move the sale and business relationship forward from here. 

10. Overpromising and underdelivering

While it’s tempting to promise the moon, making unrealistic claims that cannot be fulfilled only leads to a loss of trust and credibility. Remember that honesty, authenticity, and empathy are the three keys to connecting with your customers. Be straightforward and grounded about what you can do for them and be ready to follow through on what you say. 

11. Technical issues

Technical glitches or disruptions during a virtual or multimedia presentation can disrupt the flow and distract from the message. While this is sometimes unavoidable, be sure to have a backup plan in case things go haywire. If you don’t think ahead, you could be caught out on on the sales presentation sea without a lifejacket or any chance of rescue. 

Armed with the insights from this guide, you’re now ready to craft and deliver sales presentations that captivate your audience, build strong business connections, and drive sales numbers. Embrace your own authentic voice, let your passion for selling shine, and watch as your audience becomes invested in your vision and ready to follow you to the promised land.

Remember, this isn’t just about delivering information; it’s about crafting a compelling narrative that resonates with each unique audience. So be sure to prepare, practice, and continually refine your presentation as you work through your leads. Be flexible, knowledgeable, helpful, and humble and you’re bound to see your results improve over time. 

You have the tools, the knowledge, and the spirit – now go out there and make your mark! Your journey as a skilled sales presenter has only just begun, and with each pitch, you have the chance to close more deals that will make a positive difference in the lives of your customers. 

Technical glitches and interruptions can happen, but being prepared is the key. Always have a backup plan, such as carrying a printed copy of your presentation or having digital copies on multiple devices. 

Stay composed if a technical issue arises and use humor to defuse any tension. Embrace interruptions as opportunities to engage with your audience and address their concerns. Your ability to handle these situations gracefully will showcase your adaptability and professionalism.

Recognizing and catering to diverse learning styles is essential to keep your audience engaged. Use a mix of visuals, verbal explanations, and interactive elements to accommodate different preferences. 

Incorporate hands-on activities, group discussions, or live demonstrations to enhance engagement. By appealing to various learning styles, you’ll create a more inclusive and interactive experience, ensuring everyone benefits from your presentation.

In the digital era, making your presentation collaborative is a valuable marketing opportunity. Incorporate visually appealing slides with shareable content, such as impactful quotes, statistics, or striking images. 

Encourage audience participation and offer incentives for social media shares, such as exclusive content or discounts. Utilize hashtags and create a catchy tagline to make your presentation easily discoverable on social platforms. By designing your presentation with shareability in mind, you can extend its reach and attract potential customers beyond the confines of the event.

Building rapport in virtual or remote presentations requires additional effort. Start by acknowledging the virtual setting and creating a warm and welcoming atmosphere. Use your webcam to establish eye contact and convey authenticity. Take a few moments to acknowledge and introduce various audience members to each other. 

Throughout the presentation, you may choose to encourage audience participation through live polls, chat features, or Q&A sessions. Find ways to personalize your content to address the unique challenges of remote work or digital interactions. By leveraging technology and adapting your approach, you can forge strong connections with your virtual audience that can rival or surpass in-person communication.

Encountering a difficult audience is a common challenge. Stay calm and empathetic, acknowledging their concerns without becoming defensive. Use data and evidence to back up your claims and demonstrate credibility. 

Address skepticism head-on by first acknowledging that you can understand where they are coming from, and next by highlighting the benefits of your solution and success stories of previous clients. Openly invite questions and listen actively to show that you value their input. By remaining composed and confident, you can win over even the most skeptical audience.

Data and statistics can be powerful tools, but too much information can overwhelm your audience. Use visuals like charts and graphs to present data in a clear and visually appealing way. Summarize key findings in short, boldface any bullets used, and focus on the most relevant and impactful statistics. 

Remember to provide explanations and interpretations to make the data more accessible and relatable to your audience. Learn how to use storytelling to put data into context and demonstrate its real-world significance to your audience.

The key to being persuasive without being pushy is authenticity and genuine care for your audience. Focus on educating and informing rather than on selling. Address their specific needs and concerns, and offer solutions tailored to their requirements. 

Be transparent about the benefits and limitations of your product or service, and always respect your prospects decision-making process. Building trust and credibility through honest communication will make your presentation persuasive without feeling overly sales-focused.

Featured Resources

What is Ethical Selling?

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Effective Sales Presentations: 11 Tips to Win Deals + Templates

What makes a sales presentation truly effective?

Is it that secret-sauce font, the comprehensive case studies, intricate graphs, or your shining personality? Or is it… something else?

It might seem like a simple question, but understanding the answer unlocks a world of opportunities for sales reps.

If your sales presentations are truly effective, they should accomplish these 4 things:

• Give prospects confidence in your brand
• Develop a deep relationship and mutual understanding of needs and priorities
• Convince potential customers of the value of your product
• Give clear direction for the next conversation

How many of your recent sales meetings have fallen short of these results?

A study by Forrester of more than 300 C-level buyers found that many reps are lacking key information for a successful sales meeting:

Put simply, most salespeople go into meetings:

• Unprepared for questions
• Without knowledge of the business or industry they’re selling to
• Without understanding the prospect’s situation and problems
• Without relevant social proof

Want to avoid falling into the trap of generic, ineffective sales presentations?

While preparing for and delivering a really good sales presentation isn’t an exact science, the following best practices will lead you to better results.

Let’s dive into the top methods sales professionals are using to nail their presentations and deliver killer sales pitches .

How to Prepare the Perfect Sales Pitch Presentation

Think you can get away with giving a great sales presentation on the fly? Think again. A PowerPoint presentation that was thrown together over lunch is not going to impress your decision-makers.

Preparation is a key aspect of every effective sales presentation.

Here are five ways you can prepare for success:

1. Set a Clear Agenda

Your sales presentation is built to guide the conversation and gives you a structure to work with throughout the meeting. But the prospect doesn’t know how your presentation is structured.

Does this situation sound familiar?

Prospect: “This is really interesting, but how does your product solve XYZ?”

You : “Actually, we’ll talk about that in a few slides. Anyway, as I was saying…”

These kinds of interruptions are common, and the popular response of “We’ll get to that” doesn’t normally go over very well with prospects.

Here’s how to avoid this: Set a clear agenda for the conversation, and share that with your prospects.

This could mean sharing an outline of the presentation topics you’ve prepared, or it can mean sharing the whole sales presentation with your prospect.

This way, your prospect can review the information before your meeting, see where you’ll cover certain topics, and save their questions for the right moment.

2. Adapt Your Script and Presentation

Above, we saw that 77 percent of reps enter meetings without a clear understanding of the issues that their prospect is facing, or areas where they can help.

There are two clear ways to fix this problem:

First, do your homework. The more you know about your potential client's business and current situation, the better. Also, try to understand their industry and target audience, read up on current news in the sector, and get a feel for the particular pain points this person is likely feeling the most.

Second, base your presentation and accompanying sales script on your ideal customer profile. If your sales team has multiple ideal customer profiles to sell to, discover which profile this prospect fits into and base your arguments, questions, and main points on the specific needs of this profile.

3. Pick Three Main Points for Each Prospect

No matter how many crazy statistics and fun features you throw at your prospect, they’re still only human. Shocking, we know.

In other words, they’ll probably forget at least half of what you say.

To create effective sales presentations that your prospects will remember, focus on three main bullet points that you want to highlight.

This isn’t a number we pulled from a hat. It’s based on an experiment performed by Kurt A. Carlson and Suzanne B. Shu. Their study found that, when your audience knows you’re trying to persuade them, the ideal number of positive claims to make is three. After four claims, your audience will start to become more and more skeptical of anything you say.

The title of their paper is a catchy phrase to help you remember this principle: Three Charms but Four Alarms .

So, go through your slides and pick three key points that you want your prospect to remember. Maybe these will be product features or maybe not, but once again, base these points on the real, felt needs of your prospect. You’ll see better results.

During the presentation, draw your audience's attention to these points as you introduce new ideas. Phrases like these draw attention at the right moments:

• Here’s the point…
• This is crucial…
• But this is what matters…
• But it gets even better...
• This next point is really important...
• This is what XYZ could mean for you, Jack…

And make sure these key points lead directly where you want them to—to your call to action. If they aren’t leading you to that, what’s the point?

For more, check out this video, where I talked in-depth about captivating and directing your prospect's attention during a sales conversation. Remember: whether you're delivering in-person or via video conferencing, maintaining eye contact and using body language to draw attention to main points works.

4. Use Visuals to Show, Not Tell

A sales deck can have several different functions. For example, if your sales deck is going to be read and discussed among stakeholders at your prospect’s company, it will need to include text that explains the visuals presented.

However, if you’re giving a sales presentation with that deck, it doesn’t need all that text.

To prepare a sales presentation for a product or service, make sure you include infographics and visuals that complement what you’re saying. You can use Canva or even a responsive whiteboard to do this.

Think of your slides as visual aids that give more meaning and context to your words.

These visuals can help to:

• Simplify complex processes
• Provide a clearer understanding of data/metrics
• Add credence to your words
• Keep your audience engaged
• Help your audience remember main points (this one is backed by science )

In short, for an effective sales presentation, keep your script and your slides separate. Use your words to add meaning to the visuals, and use your visuals to maximize the power of your words. With this approach, you will elevate your value proposition —and increase your close rate.

5. Show Them You Know Their Pain

Using a narrative in your presentation shows that you’re sympathetic to the problems your prospects are facing and that you know how to solve them.

So, what’s the narrative for your product?

Generally, the story you tell with your presentation will follow this pattern:

• There is a problem caused by a shift in the market, a change in the company’s circumstances, or the world situation
• That problem is solved, the business is saved, and your product is the hero

A compelling narrative that captures the feelings and frustrations of your prospect shows them that you understand them, you’re on the same page, and you’re here to help.

Maybe this is the story of how your product was born, to solve a problem internally at your own company. Maybe it’s the story of one of your successful customers. Or maybe it’s just a narrative that they can relate to and see themselves in.

In any case, using stories instead of just facts makes your presentation more memorable. According to one study, people only retain about 5-10 percent of the statistical information they hear. But they’ll remember 65-70 percent of the information they hear as stories.

Take advantage of this fact: Turn your data into a narrative.

Once you’ve prepared your sales deck and accompanying script, you’re ready to nail your next sales presentation.

Or are you?

Day-Of Sales Presentation Tips: Nail Your Next Sales Presentation

Ready for the big day? Here are six more tips you can use while actively presenting to your prospect, to give a truly effective sales presentation.

6. Open With Your Biggest Selling Point (Don’t Save it for the End)

Many sales reps like to save their product’s biggest selling point for the very end of their presentation, as if they’re coming to some grand crescendo.

But your prospect didn’t come to this meeting hoping to hear the Philharmonic Orchestra play Beethoven’s Symphony No. 5. So, don’t play this pitch deck like another day at the theater.

Instead, open with your big selling points. Dazzle your prospects from the get-go, and you’ll have them hooked to the end.

To be counted among the Sales Success Stories and Stars of your organization… just go for it. Get the show on the road with a big opening. Leave them in (happy) tears.

7. Ask Open-Ended Questions

To understand your prospects and to keep them engaged with your presentation, questions are essential.

But wait, if you’re giving a sales presentation, aren’t you the one that’s supposed to be doing the talking? You answer the questions, right?

True. But, how do you know if your prospect is paying attention? How can you highlight the relevant points in your presentation if you don’t know what interests them?

To engage your prospect and draw them into your presentation, ask questions like:

• Can you walk me through how your team handles [problem]?
• Have you found any clever workarounds for when [issue] happens?
• What would your ideal solution to this problem look like?
• How would you expect a solution to this problem to affect your team?

It’s true; you’ve probably asked a lot of similar questions during the qualifying stage . But with these questions, you can lead the conversation and keep your prospect engaged with what you’re saying.

Open-ended questions will also help you with the next tip:

8. Build Context Around Your Biggest Value Points and Differentiators

The same questions we shared above can help add context to what you’re saying.

Don’t just tell the prospect: “ Our product helps you solve X problem. ”

Add meaning to that value point by asking questions:

• How often do you face X problem?
• How much time/money do you lose when this happens?
• How does X problem affect the morale/productivity of your team?

When you have the numbers clear, reiterate the problem: “ So, you lose $X every week because of this problem. That’s more than $Y per year that’s going down the drain until you solve this issue. ”

Then, bring in your value point: “With our product, you could save $Z every year by eliminating this problem for your team.”

The same method works for highlighting your key differentiators.

Instead of telling prospects that your product is the best because it’s the only one that does X, lead prospects to the features and benefits that set your product apart with open-ended questions.

This creates value and context around a problem that only your product can solve.

9. Make Social Proof Engaging: Mirror the Prospect’s Situation

This data blew our minds and will probably blow yours, too: According to studies from our friends at Gong , sellers who use social proof in their sales calls have a 22 percent lower close rate .

Have you noticed a similar pattern with social proof in your sales presentations?

We all know that social proof is a powerful tool in the hands of sales reps and marketers. No need to throw out all your social media customer quotes or company testimonials. But, it must be used correctly to work effectively.

Otherwise, you could actually hurt your chances of closing.

So, what’s the correct way to use social proof in your presentations?

Favor customers that are part of this prospect’s tribe .

For example, imagine you’re selling to an SMB, and you tell them that Facebook is your customer. They’ll be impressed, sure… but they’ll also start to wonder if your product is really a good fit for their small business.

Instead, when selling to SMBs, talk about your other SMB customers. Use examples of happy customers who are in the same field or industry. Or, find customer stories that mirror this prospect—with similar pain points.

With tribal social proof, you’ll gain the respect of prospects while demonstrating that you truly “get” them.

10. Never Talk Price Before Value

Chances are, you’re talking price somewhere in this sales presentation. At this stage in the sales pipeline , it’s normal that your prospect is ready to hear what your solution will cost.

But don’t open the conversation like this.

Sometimes, you get into a room (whether in-person or virtual) with your main point of contact and important stakeholders, and the first thing they want to know is: “How much will this cost us?”

One of the golden rules of sales is this: Never talk price before value .

If you fold to the pressure and start off by talking about the price of your solution, your audience will view your product as a commodity, not as a valuable solution to their problem.

When stakeholders push you for a number, don’t be afraid to push back. If they’re insistent, turn the question back around on them:

“Before we talk about price, let me ask you this: How much will it cost your company if you don’t get these issues solved by next quarter?”

By focusing on the real monetary value that your product provides, you’ll help position your product as a premium solution, not a wholesale band-aid.

11. Keep It Less Than 10 Minutes

Did you know that every presenter at Apple’s product launches speaks for just 10 minutes or less?

This is because science tells us that the brain gets bored easily—our attention spans just can’t expand beyond a certain point. However, you can reengage your audience by introducing a change every 10 minutes.

Apply this principle to your keynote sales presentations: If you’re presenting longer than 10 minutes, the prospect’s interest will steadily decline. Wrap it up.

Our friends at Gong found that there’s a sweet spot for winning sales presentations: 9.1 minutes. It’s like the ideal elevator pitch for sales presentations.

So, stick to this rule of thumb: Keep your presentations under 10 minutes.

Sales Presentation Templates: Use These Sales Pitch Decks to Win More Deals

Want to build a stellar sales pitch presentation? Steal these presentation templates and customize them to your business—including stunning visuals, striking text, and a presentation process that wins deals.

Get the Powerpoint or Keynote version of these templates, and start creating your own effective sales presentations!

Ready to Give the Best Sales Presentation Ever?

You’ve got all the pro tips you need to nail your next presentation.

In the end, you want to demonstrate that you understand your prospect’s needs and concerns. Show you “get” them by adding a compelling narrative and including customer stories that mirror their own situation.

An effective presentation must also be engaging, which is why it’s essential to highlight three main points and add context with open-ended questions.

With this info, you’re ready to deliver a winning sales presentation. ( Psst... don't forget to use our sales presentation templates to get started!)

But what happens next? There are still some unaccounted-for areas of the sales process. If you want to really crush the follow-up and close more deals, you need a CRM to help you do it.

Close CRM does all this—and so much more. Watch our demo or try Close free for 14 days.

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Sales presentations: templates, examples and ideas on how to present like a pro

A good sales presentation is more than a simple pitch, a demo or a list of facts and figures. Done well, at the right time in your sales process , it’s a tool for getting your prospects’ attention, drumming up excitement and moving prospects toward a buying decision.

In this guide, you’ll learn how to use the power of storytelling to drive decision-making and close more deals. We’ll also cover the fundamental elements of the best sales presentation ever, what to include in your sales decks and practical ideas on how to deliver them.

What is a sales presentation?

A sales presentation is a live meeting where your team showcases your product or service and why it’s the best option for your prospect.

Although the terminology differs from company to company, a sales presentation is not always the same as a sales pitch.

A sales pitch is what your sales professionals do all day long, on the phone, over Zoom or in person with clients.

A sales presentation (although it’s still a sales pitch) is a point-in-time event that usually happens when your sales team is trying to close a more lucrative deal. It’s not a simple phone call, as it often involves a meeting and a demo.

Because you’re likely presenting to a group of senior decision-makers and executives, even the best sales presentation ever requires ample prep time and coordination across multiple team members.

Key takeaways from this sales presentations article

Deliver effective presentations: Make your sales presentations compelling with storytelling, effective slide decks, tailored content and strong delivery techniques. Benefits of great presentations: Sales presentations grab attention, excite prospects and drive decision-making, helping close more deals by showcasing your product’s value. Pipedrive’s tools, including customizable sales dashboards and Smart Docs , help you create professional, tailored presentations that enhance your sales strategy. Try Pipedrive free for 14 days .

How (and why) to use storytelling in your sales presentation

Use stories in your presentations to help people remember and relate to your brand.

Statistics, facts and figures can help when you’re trying to persuade a prospect to become a customer, but they’re more impactful if you can frame them with a memorable story.

For example, tell a story about a customer who faced the same challenges as your prospect and supplement it with powerful data, they are more likely to listen and want to know more.

Human beings have a deep relationship with storytelling. Stories move, teach and, in a sales context, persuade audiences.

Chip Heath, a Stanford professor and the co-author of Made to Stick , demonstrates the importance of storytelling by doing an exercise with his students. He divides them into groups and asks them to deliver a one-minute persuasive pitch based on data he’s just shown them.

After the pitches are delivered, he asks the class to jot down everything they remember about them. Although most students use stats rather than stories, 63% remember the stories, while only 5% remember an individual data point .

The stickiness of stories makes them a useful tool for developing a sales presentation outline. They help prospects understand and remember the key points of the presentation and your product.

Thomas Dredge Sales Manager, Particular Audience

Start with a problem (and a deadline)

Your presentation is about the solution you’re offering your prospects, but it shouldn’t start with that solution.

Instead, lead with the problem your solution was designed to solve.

“ Value selling is key,” says Bradley Davies, business development at Cognism . “It is important to understand your buyer and tailor their journey to what you can do for them.

“First, you need to understand what is motivating them to have a discussion, which allows you to identify their pains and present how your offering solves their pains. Everything presented to a prospect should be based on the value for them specifically.”

You might choose to tell a story that positions your product as the hero, helping the customer vanquish a villain: their pain point.

Your story should be tailored to the pain points of the prospects in the room. For example, a change to their business, industry or the technology they use.

“If an element of your offering is not relevant, then don't distract them from the important features. It will keep them engaged and help to build their user story,” adds Bradley.

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Digging deep to determine customer pain points and make the sale

Create a sense of urgency around your product: It’s a solution to their problem, but if they don’t act now, they could miss an opportunity. Tell a story about what might happen if your prospect doesn’t change, framing the consequences of inaction.

Focus on outcomes

You’ve outlined the problem and, if you’re doing your job, your audience is nodding along. Now it’s time to start talking about the solution.

However, that doesn’t mean you should launch into the features and benefits of your product just yet.

Rather than presenting your product, a good sales presentation draws a picture of what life could look like for a customer once they start doing things differently. How will their workload or productivity improve? What will they be able to do with additional time and resources? How will they reduce spending and increase revenue?

From there, introduce your solution and the features that can make this brave new world possible. Do this in a few ways:

Position your features against the old way of doing things

Present those features as “superpowers” that will solve your prospect’s problems

Compare those features to competitors’ features

Quantify the value your features bring vs. the cost of doing nothing

Use a combination of some or all of the above

Creating a winning sales presentation slide deck

Most sales presentations include a slide deck to deliver facts, case studies and statistics that convey the value of your solution.

Create your sales pitch deck in an application like PowerPoint or Google slides to ensure your presentation is visible to everyone in the room (or in a virtual setting).

The best sales decks have a few key elements:

A great cover image or opening slide. Like the story you open your presentation with, your cover slide should grab your audience’s attention.

Data and key points . Charts, graphs, infographics, quotes and other information back up your presentation. Your slides should support your presentation by visualizing data, not repeating what you’re saying. You can get metrics from third-party sources or (if appropriate) from your own sales dashboard .

Testimonials and case studies from other customers. Quotes and success stories from or information about other customers, preferably in the same industry as your prospects, will act as social proof and go a long way to backing up your claims.

Competitive context. In all likelihood, your product isn’t the only one a potential customer is evaluating. Savvy sales professionals take the opportunity to proactively communicate how their product stacks up to their competitors’ and anticipate objections.

Customized content. While it might seem tempting to use the same content for every presentation, you should personalize your presentation for each meeting. You might want to use your prospect’s brand colors, find data specific to their market or industry, or reference an earlier exchange. You can find ready-to-use customizable sales decks through a graphic design app, such as Canva.

A glimpse into next steps. Give your prospects an understanding of what new customer onboarding looks like with a slide that includes a direct call to action offering next steps. For some companies, the training and customer support experience can be a value proposition in and of itself.

A note about text in your sales deck : Keep the slides simple and light on text. Your prospects don’t want to look at a wall of words to read. According to data from Venngage , 84% of presenters use visual data in their presentations – and for good reason: You don’t want to overwhelm your audience with text as they listen to you, look at your sales deck and watch the demo.

When you do include text, ensure you use a font (and font size) that can be easily read by everyone sitting in on your presentation.

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What else to bring to your sales presentation

Now that we’ve discussed the story elements of a sales presentation and your slide deck, what else should you bring to the meeting?

Most sales presentations are in-person affairs and include visual elements like a sales deck, handouts or even an in-person demonstration of the physical product. Here are a few things to think about including in your pitch.

13 examples of sales collateral you need to drive revenue

The product.

Nothing sells a product like seeing it in action.

Take Scrub Daddy, a sponge that changes shape depending on the heat of the water. When Aaron Krause, Scrub Daddy’s founder and inventor, presented the product on Shark Tank in 2012 , he demonstrated the sponge cleaning dirty kitchenware and greasy countertops. He also used bowls of water and two 10-pound weights to show the sponge’s amazing morphic abilities.

The tactic paid off: Scrub Daddy partnered with Lori Greiner for $200,000, in return for 20% equity in the business and is now considered one of Shark Tank’s most successful products.

Not all products are easy to demo, so you may have to improvise.

With a physical product, think of the perfect environment for a demo. What would show the product at its best?

With a digital product, make sure you have the technology on hand to show what your product can do (and check beforehand that the tech works). If it’s a mobile app, have your prospects download it. If it’s a platform, consider producing recorded or interactive product demos that can be embedded in your sales presentation.

For items that are too big to be brought in or which are location-specific, you may have to rely on a video as part of the presentation.

7 steps to putting together a brilliant sales demo

Leave behinds.

Depending on the nature of your solution, you may want to have materials you can leave with the prospects in the room.

This can be as simple as contact information or sales literature you pass out at the end of the presentation. It can also be something that’s part of the presentation, like a QR code that allows them to download the demo on their phones. Whatever format you choose, make sure the material is concise and to the point.

Tailoring your sales presentation to speak to your audience

Once you develop a strong sales deck template, it’s tempting to use it over and over with your target audience. Remember, personalization is essential in sales.

During lead generation , prospecting and sales calls, you know that prospects are more interested in buying if your pitches are tailored to them. It’s the same with your sales presentations, especially if you have an unusual prospect.

Let’s say your product is a CRM that’s normally used by sales organizations, but a human resources department is interested in using it to create a recruiting pipeline.

You wouldn’t use a sales deck with sales-related examples to sell it during the presentation.

Instead, you’d research talent acquisition challenges, ask your product department to create a template or a demo aimed at recruiting and build your sales deck accordingly.

Different industries have unique challenges and opportunities. It’s your responsibility to tailor your value proposition and key bullet points accordingly.

“To craft the perfect sales presentation pitch,” advises Danny Hayward, Sales Manager at Unruly , “ensure you take care of these three things:

Ask the right questions beforehand to understand the needs of the client, especially their flaws

Learn your product inside and out

Rehearse, rehearse and rehearse again

Danny Hayward Sales Manager, Unruly

How to nail your sales presentation delivery

Here are a few tried and true sales presentation techniques to make sure you close the deal.

Whether you’re presenting solo or as part of a team, it’s important to plan in advance. Follow these sales presentation tips for preparation.

Practice, practice, practice . You’ll need to get the timing right, especially if your presentation has a lot of moving parts. Go through it to make sure your timing works, so that you can nail the meeting itself.

Make sure everything works . You don’t want to go into a meeting with a faulty PowerPoint presentation or a broken sample – or find out there is no whiteboard when one is integral to your demonstration. Do your best to make sure everything goes to plan.

Decide on everyone’s roles . This one is just for those presenting as a team. Will different sales reps speak through each section? Will one rep talk while the others handle the sales deck and demo? Decide who will do and say what ahead of time.

Know your attendees. Make sure you know who from the prospect company will be in the meeting, their titles and the roles they each play in the buying process. Conducting light social media research can also clue you into attendees’ past experiences or alma maters (information that can fuel pre-presentation small talk and forge closer connections with your audience).

Practice confident body language

Presentations usually happen in person, which is why you need to practice strong body language. You want to look relaxed and confident (even if you’re shaking in your shoes).

Here are some ways you can improve your body language:

Eye contact . Make and maintain eye contact, even in virtual meetings. This shows people you’re interested in them and invested in what they have to say.

Stand up straight . Pull your shoulders back and straighten your spine; fixing your posture is an easy way to convey confidence. You’ll also feel better if you’re not hunched over.

Chin up. It’s hard when you’re in front of people, but don’t look at the floor or your shoes. Face straight ahead and make eye contact (or look at the back wall rather than the floor.)

Have a firm handshake. Some people judge others by their handshakes. Offer a firm handshake to make a good first impression.

Engage your audience

Presentations can span 30 to 60 minutes or more, so you need to be able to hold your prospects’ attention. There are a number of ways to keep everyone interested:

1. Understand your audience’s attention span

The beginning and the end of your presentation are the most memorable, so that’s where you want to use your strongest material.

Rather than leading with your product’s features, use the first few minutes of a presentation to briefly introduce yourself, and share the compelling story we mentioned earlier. If your demo itself is compelling, lead with that.

Then talk about product features and pricing. Your prospects might have already researched it or can look it up afterward, so it’s fine that it’s occupying real estate in the middle of the presentation.

Lastly, finish strong. Return to your story, sharing how your product solved an important problem. Close with confidence, and open the floor for questions.

2. Be funny

Humor can be tricky, so if you’re not comfortable making jokes, don’t force it. If, however, humor is part of your brand voice and you think it will be well-received by your audience, go for it. Humor can be a good way to connect with prospects, make your presentation memorable and relax everyone in the room.

3. Use a little showmanship

The best thing about a sales presentation is that it lets you show off your product. Unlike a pitch, a presentation lets you pull out the stops, make a splash and showcase your solution.

Use this to your advantage and be as memorable as you possibly can.

Sophie Cameron Business Development Representative, CAKE

What to do after the sales presentation to close the deal

The sales cycle isn’t over when the sales presentation ends. Here are some tips on how to wrap up loose ends and close the deal.

Take questions

Encourage questions to show prospects you care about their experience.

Sometimes prospects may want a question answered right in the middle of a presentation. Interactivity is a great sign of engagement. If that happens, stop the presentation and take their questions head-on to show you’re listening and validate their thoughts.

Other times they may sit silently waiting for you to give them all the information they need.

In either case, proactively ask for questions once you’ve ended your presentation. Encourage them to share their concerns. This is a consultative selling approach that works to build a relationship with your prospects.

By the end of your sales pitch, your prospect should be ready to come along with you and start your business relationship.

Outline the next steps of the process. The first could be offering a trial of your product, scheduling a follow-up meeting or sending over a proposal.

Whatever the steps, make sure they’re clearly defined. If you don’t hear from the prospect soon after the proposal, check back in with a follow-up email or call.

How to write a response-worthy follow-up email (with 15 templates)

Great sales presentation examples (and why they worked)

Here are some sales pitch examples you can use to inform your next sales presentation; these examples range from great sales decks to presentations and we’ll explain why they worked so well.

The successful demo

Stephen Conway of vegan chocolate brand Pure Heavenly opened his elevator pitch on the UK’s Dragons’ Den in 2019 by handing out samples of his chocolate. The product, paired with Stephen’s story about wanting to create an allergen-free treat that his young daughters could enjoy, led to three offers.

Why it worked: Conway knew the strength of his product and packaged it in a personal story, betting (correctly) that it would sell itself.

The data-driven presentation

Lunchbox is a restaurant technology company that specializes in online ordering, customer loyalty and guest engagement software. The sales deck the company used to raise its $50 million Series B in 2022 relied on bold visuals and graphs to illustrate its market opportunity, ARR history and competitive differentiators.

Why it worked: The deck tells two stories, one about the company itself and another about the way consumer dining habits have changed in the wake of COVID-19. Lunchbox used data to show how it met the industry’s new pain points for both itself and other companies.

Sales data: How to analyze sales data and a sample Excel spreadsheet

The presenters with overwhelming confidence

When Brian and Michael Speciale went on Shark Tank in 2017 to pitch their product, The Original Comfy, they had very little – no numbers or inventory, just a prototype of a big fleece blanket/hoodie and video of that hoodie being worn everywhere from the couch to the beach. What they did have was a good product and confidence in that product. Their presentation earned them an offer of $50,000 for 30% from Barbara Corcoran.

Why it worked: Corcoran says she bought in because the Speciale brothers had a good idea, the guts to present it and knew they had to strike while the iron was hot. While you probably should be more prepared for your own sales presentation, the Original Comfy story shows just how important confidence is in a sales presentation.

Begin your sales presentation by capturing your audience’s attention and establishing a solid foundation for the rest of your presentation. Here are some steps to consider:

Greet and introduce yourself

Establish rapport

State the purpose and agenda

Address the pain points

Present a compelling hook

Outline the benefits

Establish credibility

Set expectations

Remember to maintain a confident and enthusiastic demeanor throughout your presentation.

The ideal length of a sales presentation can vary depending on factors such as the complexity of the product or service, the audience’s attention span and the context in which the presentation is being delivered. However, keeping a sales presentation concise, focused and within the timeframe is generally recommended.

The conclusion of a sales presentation is a significant opportunity to leave a lasting impression and inspire action from your audience. Here are a few steps you should take to end your presentation effectively.

Include a call to action

Summarize key points

Showcase success stories

Open the floor to questions

Offer additional resources

Here’s an example of how to end your presentation:

“To quickly recap, we’ve covered these key points today: [Summarize the main features and benefits briefly].

“Now, let’s revisit our success stories. Our clients, like [Client A] and [Client B], achieved [mention their specific results]. These successes demonstrate how our product/service can deliver tangible benefits for your business.

“I’d be happy to address any questions or concerns you may have. Please feel free to ask about anything related to our offering, implementation process or pricing.

“Before we finish, I’d like to encourage you to take the next step. Schedule a demo, request a trial or start a conversation with our team. Don’t miss the opportunity to experience the advantages firsthand.

“Lastly, we have additional resources available, such as case studies and whitepapers, to provide you with more insights. Feel free to reach out to our team for any further assistance.

“Thank you all for your time and consideration today.”

Final thoughts

It can be tempting to play it safe with a sales presentation by keeping it to a sales deck and a speech – but a sales presentation should be a show-stopper.

The best sales presentation tells your customer’s story, validates with data, offers a demo and more. It’s a major undertaking that shows the strength of your product. Done well, it keeps your prospects engaged and will make them want to do business with you.

Show customers how your product can push their business forward (or better yet, how your product can make them the superhero) and you’ll have a winning sales presentation that sparks your customer’s interest and drives revenue.

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Prep, Present, and Follow Through: How To Nail Your Next Sales Presentation

Audrey Harris

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When it comes to building an effective sales presentation, no one-size-fits-all sales deck exists.

Every sales presentation you deliver to a prospect should be personalized and tailored just for them. Successful selling today is about establishing yourself as a trusted advisor. Cookie-cutter messages won’t do that. So how should you get started?

High-performing sellers close more deals by focusing on their prospects, rather than their products. Follow these sales presentation tips before, during, and after your next meeting to make it more resonant (and hopefully, more lucrative). These tips work whether you’re building customer relationships remotely or in person.

Deliver polished presentations that address your prospect’s biggest pain points

Use generative AI, powered by Einstein, to help you draft an engaging, tailored talk track for your next sales presentation, perfectly aligning product value to specific prospect needs.

Step 1: Research the company and your contact

An effective sales presentation starts long before the actual presentation. The first step is to learn who your prospect is and the challenges they face; then you can use those insights to show how you can help them succeed.

In particular, you should research the company, the challenges it faces, and the contacts who will hear your presentation.

Learn more about the company’s past, present, and future

First, consult your CRM platform. Find other accounts from the prospect’s industry and see what their customer journeys looked like. Their client information and case history will help you learn what products and services they use most and how your company serves them well. The information in your CRM platform can give you insights and tips that will help you win deals like the one you’re currently working on. Take a look, too, at the sales pipeline for that particular industry. Your CRM system is a tool specifically used to help you sell successfully and should be used throughout the sales process.

Once you have that preliminary information, head to the company website and research what the prospect’s company does, how big it is, and what products or services it offers. Then, dig deeper. Make a note of their mission, values, and corporate culture. Also try to learn more about the company’s history and any news items involving the company. Look into the company’s annual report to get a good idea of where it might be headed in the future.

Your presentation should focus on using insights from your research to show a deep understanding of the company and why your product or service can help it grow.

Consider the company’s challenges

As you learn about the company, pay special attention to the challenges it faces that are relevant to your product or service offerings. Remember these issues so you can use them as conversation starters during your sales presentation. Then you can offer advice — or insights — about how they could better face those challenges.

This type of approach is called insight selling: You as a salesperson bring unique, tailored insights to a prospect to solve their problems.

For example, if you sell a marketing tool, you may notice in your research that your lead is currently using the same ads across social media, search, and display networks. Your insight might be, “I see that your company is using the same ad copy across several platforms. How have those ads been performing for you? Have you been able to reach your sales or traffic goals?” Their answer may change aspects of your sales presentation or may make it even stronger.

Learn more about your audience

When it comes to communication, knowing who will be in the room is critical. If your prospect is the Director of Production, your most effective sales presentation may focus on metrics that can determine how to improve output. If your prospect will be presenting the information to a decision maker, offer resources to help make it easier for them.

Step 2: Prepare for your sales presentation

After gathering insights about the company and your contacts, you are ready to put together your presentation. Whether you use a sales presentation template that your workplace provides or you start from scratch, use these sales presentation tips to build a more compelling pitch.

Focus on the challenges your prospects face, not just your benefits

Salespeople should present themselves as a trusted advisor, not just a company representative. Look for ways to create a dialogue with the prospect and share how you can help their company work more efficiently, provide better service, or solve the challenges holding them back.

Keep your presentation simple

Sales template decks can be useful, but they can also overwhelm prospects if they’re too long. Instead of a 50-slide canned presentation, focus on keeping the slide deck relatively simple and highlighting engaging images and key statistics. This will make it easier to use a storytelling approach, rather than just reading off a slide.

Practice your presentation

You want to prepare, but you don’t want to come across as robotic or scripted. Practice what you’ll say and how you’ll answer questions, and make sure you’ve memorized important statistics or metrics. Build time into the presentation so you can share personal anecdotes or pause for questions.

Keep your delivery style confident, but agile. You may find that one point you thought would be critical doesn’t have as much impact with your prospect as you’d hoped, but a different point unexpectedly piques their interest. Keeping your talk track fluid will make it easier to shift gears if you need to.

Step 3: Nail your sales presentation

Presentation day has arrived. You’ve done your research, nailed the perfect storytelling approach, and trimmed down your slide deck. Now is your time to shine. Here are a few sales presentation tips to help your pitch end in a sale.

End the meeting with your presentation; don’t begin with it

You’ve likely had conversations with your contact and know them well enough, but in this presentation you’ll potentially meet additional people who make decisions. Take the time to get to know each attendee.

Building a rapport with your audience before pitching is a no-brainer. But avoid too much small talk; it can come across as inauthentic or like a waste of the customer’s time. Instead, time permitting, try to use the beginning of the meeting asking questions about day-to-day operations and goals. Ask specific questions that demonstrate your knowledge of their company and industry, and use the answers to shape your narrative. Then, during your presentation, tie back to topics the prospect brought up and focus on how you, the trusted advisor, can help.

Ask questions during the presentation to encourage a dialogue

Getting feedback from your prospect during the actual presentation is the best sales presentation technique of all. This allows you to change your focus in the moment, rather than spending your presentation talking about challenges and solutions that might be unimportant to your prospect.

After you make a key point, ask your prospect a question like, “Does this make sense in your industry?” or “Can you see this applying to your company?” This prompts the prospect to either agree or start a dialogue about pain points and how your products and services can better serve them.

If they agree with you, then you know you’re on the right track and that your suggestions are up to date. On the other hand, if they have clarifications, this lets you adjust your presentation — and follow-up efforts — to better fit their position.

Include proof that shows how your products and services have helped others

Step 4: Prioritize the follow-up just as much as the presentation

The actual sales presentation is just one part of your sales process, and it doesn’t guarantee a signed contract or even further contact with you. The final piece of your sales presentation is a well-planned follow-up, and it’s just as important as the presentation itself.

The most effective follow-up format will depend on your prospect, their needs, and how they best retain information. For example, you may follow up by:

• Emailing your slide deck and asking to schedule a follow-up call. Just remember to avoid the “Just following up” email and make sure your email offers the recipient value.
• Scheduling follow-up emails to reiterate key points in your presentation. A sales automation tool automates emails to share product information and set reminders for you to connect. It helps make sure no prospects fall through the cracks.
• Preparing personalized content that highlights the main points from your sales presentation and includes videos of products in action, testimonials, or other helpful collateral.
• Sending an additional resource about a topic they mentioned during your meeting, whether it pertained to your presentation or not.

Your sales presentation doesn’t end when you walk out the door or end the meeting. As you research and present your pitch, consider what the best follow-up approach will be. Then, take the time to create a well-considered follow-up strategy.

You can make your next sales presentation your best

Preparation and practice are key to successful sales presentations. But there’s so much more to a great presentation than well-designed slides or new research. The heart of a great sales presentation is the relationship between you and your customer, and that’s built on unique insights focused on your potential customer’s challenges and needs.

When you focus on helping, rather than pitching, your sales presentation is more likely to be a hit. That’s a win-win for you and your customer.

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Audrey is a senior product marketer for Core Sales Cloud (Salesforce Automation), and a customer advocate who has spent her career delivering B2B technology. An engineer turned marketer, she is passionate about business efficiency, philanthropy, and mentorship.

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How to Create & Deliver a Sales Presentation (+ Template)

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 is the act of verbally explaining a product or service and delivering your sales pitch to a potential buyer, usually with the assistance of a sales deck. The ultimate goal of the presentation is to convince the buyer to take next steps with you, such as accepting a proposal. To accomplish this, sales reps follow a key outline that includes sections like the prospect's pain point, how the product or service solves this problem, and a strong call-to-action.

For help crafting your presentation, hire a design expert on Fiverr to custom create an appealing slide deck and write the talking points that will present your offering in the most professional way possible. Freelance gigs start at only five dollars — take a look at your best options below:

How Do Sales Presentations Work?

Salespeople typically give a 20- to 30-minute sales presentation as a  lead nurturing  activity once a lead has been qualified as a high-value prospect — by this point, you've determined it's time to show them in detail the value of your product or service and recommend next steps. The stage of your sales pipeline in which the presentation occurs depends on your business, but it's usually done toward the end of your  sales process  as one of the final steps before deal closing.

As you build your presentation's talking points, you'll follow an outline that typically begins with small talk and introductions, then moves on to agenda-setting. The outline will then dive into the problem, your solution and the benefits that it brings, and stories about a current customer who had a similar issue before working with you. Finally, you'll end with a concrete CTA to entice your prospect to move forward with you.

Keeping this outline in mind, there are steps you can follow to first plan the sections of a general outline and then personalize them to each unique prospect, plus templates and software you can use to build a supporting sales deck. It also helps to consider tips to prepare for and deliver the presentation and take a look at examples of quality presentations to emulate.

This article addresses how to create your entire presentation, including building a visual sales deck and creating and delivering your talking points. If you’re looking specifically to learn how to craft a written slideshow, check out our article on creating a sales deck .

Free Sales Presentation Template

So that you don't necessarily need to start from scratch, we've gathered several sales presentation templates for various scenarios and created our own free general sales deck template to help you create a slideshow to complement your presentation. This deck template can act as a base for you or a Fiverr freelancer to customize into your own deck according your needs and presentation outline. It also comes with recommendations for specific written content to put on each slide.

Now that you have a template to work from, let’s look at the key elements all salespeople should use to structure their sales presentation.

Common Sections of an Effective Sales Presentation

Regardless of your business or customer, there are some common elements to include in your sales presentation to make it as effective as possible. Where in the presentation or deck you place each element is up to you, as there are slight strategic advantages to different arrangements, but the outline below is the best place to start so you can sucessfully give a presentation and communicate your sales pitch .

Here is the common structure of a sales presentation, plus how to communicate each section: 

Small Talk & Intros

Solution & benefits, social proof.

As people enter the meeting, take five minutes to build rapport and engage your prospect in light conversation by asking them personal or professional questions like “Last time we spoke, you were working on {project} . How’s that been going?” Small talk like this gets everyone comfortable and in a good mood.

After the conversation has run its course, thank your audience for attending, then briefly introduce (or reintroduce) yourself and state your company's elevator pitch . Bring up relevant credentials or experiences that will paint you as the right person or team to help them in this area. Then, ask each person in the audience (if there are five or fewer) to say their name and job title. All of this should take another 3–5 minutes.

Before you start flipping through slides, set the agenda in three sentences so the audience knows what to expect. When they know what’s coming, they're on the lookout for the elements and topics you mentioned. This increases their comprehension and engagement. Plus, stating an agenda makes you look organized and professional.

Use the "purpose, benefit, check" method when setting the agenda:

• State the Meeting’s Purpose: Preview the main topics you'll be covering. “We’re here to go over how {product or service} can help you overcome {problem or challenge} .”
• List the Benefits of Attending:  Explain how the prospect will benefit from being here. “Besides learning about our solution and how to use it to reach your goals, you’ll also come away with valuable industry insights that will change the way you think about {topic} .”
• Check for Alignment:  Make sure you’re all on the same page with a simple check. “Does that sound like a plan?”

Once your prospect agrees, you can dive into the problem.

Talk about your prospect’s problem that you found during your discovery call or another method. Mention what you believe is causing it and the negative consequences the prospect will experience if they let it remain unsolved (including any relevant statistics). Because the problem is likely why your potential customer is in the meeting, dedicate five minutes to laying out their pain point and discussing it a bit if your prospect has anything to add.

This could sound like "During our discovery call, you said you're trying to reach {goal} but you've been experiencing {challenge} . It sounded like your main concern is {implications} , and the problem is stemming from {issues/pain points} . Anything I'm missing?"

In a few sentences, tease three benefits they could enjoy if they simply solved this problem. Paint this better world as desirable and free of the pains caused by their current problem. Then, introduce your product or service and take two minutes to explain how it solves the problem and helps reach the promised land.

For example, "If you were to solve this pain point, you could {benefit 1} . {Product or service} is designed to {high-level purpose/benefit 2} for {role or company type} so they can {more impactful action/benefit 3} . Specifically, it does this by {product/service overview} ."

If you'd like to dive deeper into how your product works, you could extend this to a 15- to 20-minute product demo instead of a two-minute overview. Plan this beforehand so as not to run over the time you've allotted.

If there are specific ways in which customers similar to the prospect have used the solution to their advantage, share them in the presentation. This can include social proof like testimonials, case studies, and anecdotes to show how buyers love your solution.

A good way to state this is "One of our longest clients is {similar company} , which {brief, relevant company description} . Before working with us, they were also having {similar problem} , but they've solved it by using our {feature and brief explanation} . I could see your team loving {feature} , too."

Your relationship with the prospect, the amount of people in the room, and the price of your product or service will determine how you end your presentation and make your ask. If you're presenting a pricey B2B solution to three executives, your CTA will be different than if you’re presenting a B2C product to a 1,000-person audience.

Here are three ways to close your presentation:

• Strong CTA:  Make a direct ask like “Over 500 satisfied clients are currently using our solution to {function/benefit} . Are you ready to join them?” or “Are you ready for us to draft up a proposal so you can rid yourself of {pain point} once and for all?”
• Open-Ended Question:  Ask an open-ended question that will prompt them to think about and discuss their key takeaways. For instance, you might ask, “How did I change the way you think about {topic} ?” Higher-priced items that need further evaluation use this.
• Objection-Response Question:  If you sense any objections lurking behind their eyes, ask, “Based on what you’ve just heard, what would hold you back from buying today?” Then, you can address the concern or hesitation while you have them in the room.

In almost all cases, it makes sense to end your spoken presentation by inviting the prospect to ask questions, either before or after you give a CTA such as accepting a business proposal .

As we've shown above using bolded prompts, it's a good idea to create a standard outline of your presentation and generally what you'd like to say to every prospect, then use that as a script template and leave room for personalization to each prospect. This helps you stay on track and sound confident while making the prospect feel as if the presentation were developed just for them.

How to Create a Winning Sales Presentation

Before delivering your sales presentation to a room full of buyers, you have some preparation to do. This includes creating the bones of your presentation, personalizing it to your prospect, and designing a sales deck to support your talking points. Check out the slider below for an overview of each step, or dive right into steps and how to do each.

Craft a General Presentation

First write an outline of the sections and topics you want to cover in every presentation, including a script template to guide your words. 

Personalize the Presentation

Learn about the attendees via a discovery call and independent research, and tailor your presentation to the prospect.

Gather Supporting Materials

Gather relevant marketing messaging, photos, data, and anything else you’ll need to deliver your personalized presentation.

Create a Personalized Sales Deck

Build out the visual slideshow you’ll use during your presentation. 

1. Write Your General Presentation Outline & Script

First, incorporate the common sections of a sales presentation outline — write the main points you want to hit and a general sales script of the words you want to say, but leave room for personalization to each prospect. You can either write this outline from scratch or start with a sales presentation template .

Here is a potential outline of the spoken portion of a sales presentation: 

• Small Talk and Introductions:  Build rapport, thank your prospect for attending, and introduce yourself and your business using an elevator pitch.
• Agenda-Setting: Remind the prospect of the purpose of the meeting and why it's good they're attending. Get their buy-in to move on and talk about the problem.
• Your Prospect’s Main Problem:  Summarize the prospect's problem that you learned about during discovery, plus the implications of leaving it unsolved.
• Solution and Benefits:  Talk about a better world in which the problem is gone, using about three benefits. Reveal your product or service and pitch how it solves the problem.
• Social Proof:  Share a case study, testimonial, and/or anecdote from a company or person that's similar to your prospect to help prove you can help them.  
• Call-to-Action:  Wrap up with a closing statement that includes a CTA inviting them to begin this partnership or take another action.

The outline of a sales presentation will vary across different businesses and presentation situations. Generally, though, you’ll be presenting your product or service in front of a group of decision makers in an office room, so the above is a potential sales presentation outline of the main points to hit for this situation. You can always modify your general outline later on.

If you include some of the above elements within stories, your audience will be more engaged and interested. For example, when giving your company overview, tell a brief story about the issue or opportunity that prompted your founder to create the business and how it's changed over the years to reach its current state.

2. Personalize the Presentation

Once you've developed a general presentation structure that you can reuse for each prospect, use a discovery call and online research to learn about the specific prospect to whom you're presenting. This will help you craft a personalized presentation that captures your audience’s attention and makes them feel understood. It will also ensure the lead is qualified before you start building a presentation for them.

Research these three areas to fill in the blanks within your presentation: 

• Your Prospect’s Business:  Learn about their company size, mission, sector, and goals, plus their internal processes. This will help you plan your small talk and select relevant social proof. 
• Your Prospect’s Problem:  Learn all about their pain point and its associated consequences. If you know the specifics, you can bring up targeted problem insights and solutions. 
• Who Is Attending:  If the decision maker(s) are from high-level management, focus on how you’ll help them achieve long-term goals. If they'll use your solution day-to-day, focus on efficiencies and problem-solving.

While this is most helpful to personalize the general sections you planned out in the previous step, it can also help you to add more sections or modify your outline if needed. It'll also support the next step in which you gather relevant information that will impress your prospect and make the presentation feel even more personalized.

3. Gather Supporting Materials

Now that you’re familiar with your prospect and their needs, begin gathering the materials for the elements you want to include in your sales presentation. You can get these online, in your CRM , or directly from your data, marketing, and/or customer success team.

The best personalized presentation materials and information to gather include: 

• Case Studies or Testimonials: Find a great story or review from your current customers who are similar to the prospect.
• Client or Product Photos:  Highlight clients using the product or service by gathering photos from marketing or the client themselves.
• Data or Statistics: Collect ROI, industry trends, or other data that supports your claims about the prospect's problem or your solution.
• Marketing Messaging:  From your marketing team or your content, find the solution's benefits, unique selling proposition , and story details that will be most relevant to this prospect.
• Props or Demonstrations:  If your product lends itself to physical or virtual demonstrations, gather the required materials or set up the virtual environment. 
• Graphs:  Create graphs that back your claims, illustrate trends, and supplement your stories. If you say Facebook ad prices are trending upwards, show a graph of this. 

Because you might have to get this material from another department or person or even create it yourself, it’s best to handle this at least two or three days before you plan to begin building your sales deck so you can plug them in immediately when you create the deck.

4. Create a Personalized Sales Deck

A sales deck is the slideshow that acts as a visual backdrop and guide for your sales presentation, usually created using  sales presentation software  like PowerPoint. If you choose to use a deck with your spoken presentation, make it about 10 slides in length, light on text (fewer than 30 words per slide), heavy on images, diagrams, and other visuals, and personalized to the prospect's situation so they feel understood and can imagine how your solution will help them.

These are a few ways to personalize the sales deck for your prospect:

• Add Them to the Cover Slide: Your cover slide should include your company name and logo, but adding your prospect's will help them feel more engaged at the start of the presentation.
• Include Components of Their Current Situation: When talking about the problem and its implications, add related images and light text to your problem slide to drive the point home. 
• Highlight Specific Use Cases:  Think of ways you envision your prospect using your solution to their benefit, and add related images or videos of those features to the solution slide. 
• Add Similar Customers' Images or Logos:  When you talk about a case study or testimonial of a company like your prospect, show images of them to promote legitimacy.

Just like your presentation outline, consider creating a general version of your sales deck and leaving a few prompts that you can simply personalize for each prospect. This will help you keep the overall structure that you know to be effective while also helping the deck feel as if you crafted it especially for the prospect.

Additional Reading:

For help on creating the best sales deck for your presentation, check out our detailed article on  how to create a sales deck . There, you'll find key steps as well as templates and examples to craft the best one possible.

How to Properly Deliver Your Sales Presentation

An effective sales presentation is personalized to your prospect and makes them active participants, sparking questions from them and prompting run-off conversations about their specific interests. This helps you build a relationship. Let’s go over some key tips for delivering a sales presentation that wins over your audience.

Start With Highly Personalized Small Talk

Depending on your prospect, you may want to begin your sales presentation with a rapport-building question that asks about their personal life such as “How was the football game last weekend?,” or they may respond better to a more professional question like “I saw you opened a new office in {location} . Congrats! How's it progressing?” Starting off the presentation with the right type of small talk can help your prospect relax and drop their “No one can sell me!” attitude.

Use a Conversational Tone

Resist the urge to speak too formally. It's important to be respectful of your prospect, but positioning yourself as their peer will help them picture you as both a subject matter expert and a quality potential partner. Stick to simple language and try to sound more casual so your prospects see you as a pleasant person to work with rather than a stuffy salesperson.

Switch Speakers Often

If you’re presenting with multiple people, it makes sense to switch speakers whenever you move on to the next main point. When assigning main points to different team members, take into account their levels of expertise and enthusiasm for given topics. For example, if one of them spent days analyzing the prospect’s main problem, let them take that part. Genuine confidence is powerful. For this reason, also let your best closer make the closing statement.

Encourage Questions Throughout

Consider building in extra time so you can encourage your audience at the beginning of your presentation to ask questions and make comments while you’re presenting. This makes your presentation more of a conversation and lifts the audience's engagement level and comprehension. Say something like, “Don’t be afraid to ask questions or make comments throughout. If there’s something you want to discuss in greater detail, let me know.”

Follow Typical Presentation Best Practices

As you go through the outline and any supporting materials (e.g., a slide deck) you've created, keep in mind the communication tactics that help your presentation go smoothly. Here are some best practices for delivering your sales presentation in a way that both captivates and sells the audience:

• Leverage Body Language Tactics:  Put your shoulders back, smile, and feel free to move around naturally. Use your hands to emphasize key points or transitions. The Presentation Training Institute has additional tips on  body language for presenters . 
• Maintain Eye Contact:  Alternate eye contact between the people in the room. Try your best not to leave anyone out for too long. 
• Keep Things Moving and Changing:  Don’t spend more than a few minutes discussing a slide. When you frequently change the visual stimuli, you maintain the audience’s attention.
• Be Confident:  Avoid apologizing if you make a mistake. This indicates nervousness or discomfort. Instead, take it in stride and keep presenting with confidence.

Learning these presentation tips can also help you be a better salesperson in general since they can be applied outside of presentations, as well.

Go Off Script When Needed

The presentation outline, the sales deck, and any sort of script that you write all contribute to a well-organized presentation, but a truly professional presenter knows that it's important to be flexible throughout the presentation. If your prospect asks a question that you were planning to answer later in the presentation or not at all, consider taking a moment to address their curiosity or concern. This will help them feel more engaged and view you as a helpful potential partner.

Ultimately, go with the flow. Expect the unexpected to occur, like a confusing question from the audience. If you lack the knowledge on the specific subject, say you’ll do some research and send them the answer in a follow-up email. They’ll understand.

Top 3 Sales Presentation Software

Most of your prospects will better follow what you're saying and understand your product and what it does if they can view a visual slide deck as you speak. While there are many sales presentation software options out there, we've found Visme, Google Slides, and Prezi to be some of the best ones in terms of key factors like cost and features. We've briefly covered each platform below:

Google Slides

Visme is an online software that allows you to create, store, and share visual materials such as sales presentations and infographics. Its searchable library contains over a thousand presentation layouts and themes to get you started, and its free educational resources such as tutorials, webinars, and courses make it a great option for those new to sales presentations. Visme has a free version and available upgrades.

Google Slides is a free slideshow tool that helps you create simple, professional-looking sales decks to accompany your verbal presentation. Start with one of their templates, then invite your team members to collaborate on the slides in real time. Slides is a great option for Google Suite users since it integrates seamlessly with other Google apps.

Prezi is a highly interactive presentation builder that uses features such as zooming in and out to keep the viewer engaged. Because the zoom function is nonlinear, you can bounce between slides as your prospect asks questions, helping you to keep the conversation flowing and give the buyer more control than they'd normally have in a typical presentation. The basic platform is free, but you can upgrade for more functionality.

When choosing the right platform for you, consider factors such as your budget and any particular features you need. Also think about the number of employees who will use it, their level of experience with presentation software, and whether they'll use the software for their own individual presentations or collaborate on a presentation as a team.

For more on these platforms plus additional options, read our independent editorial review of the best presentation software available. In the article, we cover their pricing, core features, ease of use, and more, plus each option's primary use case.

3 Best Sales Presentation Examples From Top Companies

You can learn a lot about sales decks and presentation skills by reading through exceptional sales decks and watching great sales presenters. Here are example sales presentations from Facebook, Zuora, and Steve Jobs (Apple), and what makes them so successful. Click the images below to see each example presentation.

LinkedIn Sales Navigator Presentation

First off, LinkedIn does a great job of using color to create a visually appealing slideshow of their LinkedIn Sales Navigator product. As for the presentation, they begin with an elevator pitch that gives context to the prospect. Then they talk about the current environment of their customers (salespeople), emphasizing that sellers in this age need to be focused, informed, and trusted.

After backing this claim with data, they introduce their solution and describe how it can help them be more focused, informed, and trusted, dedicating one slide to each attribute. They repeat these three words throughout the presentation so that they stick in the prospect’s mind. This is a good example of using three key benefits and the power of repetition.

Zuora Sales Presentation

Zuora  does a fantastic job in this sales deck of using little text and still making a big impact. The presentation begins with an explanation of a big change (the new subscription economy) in the customer’s industry. This hooks the audience immediately, since it’s top of mind.

Zuora then goes on to explain how there will be winners and losers in this economy and offers case studies of companies who have used this change to their advantage. Then, they show how their solution can help the prospect do the same.

Steve Jobs Sales Presentation

In this presentation, Steve Jobs introduces the first  Apple  iPhone. The presentation is an illustration not only of what it means to present with confidence, wit, and charm, but also of solid presentation structure. Steve begins by building credibility, listing past successes. He then describes the problem with current smartphones — their static, plastic keyboards. After dismantling the competition, he introduces the solution to the problem and its many benefits.

Examples such as these are a great place to get inspired and think of similar ideas for your own presentation outline or presenting style. Seek out as many sales presentation examples as you need, then pick a few key tips to keep in mind as you get ready to host your next few sales presentations.

Top 4 Sales Presentation Tips

We listed best practices for delivery above, but there are also best practices for preparation that can help you get your presentation in good shape before your attendees arrive in person or virtually. These include planning a certain closing technique, rehearsing your presentation, sharing your sales deck in advance, and testing the technology. Keep these four main tips in mind, especially after you finish creating your presentation and start getting ready to deliver it.

Plan a Personalized Closing Technique

It's important to personalize your sales closing technique to your prospect. As you personalize your CTA, consider the relationship you have with the prospect plus what's realistic.

For example, if you have great rapport with them and you think they might buy soon, you can try an assumptive close, using language that assumes they'll make a purchase. If you don't know them as well or they seem like a tougher client, you may want to try using an inoffensive close to reiterate your product's benefits and ask if they'd be open to receiving a business proposal .

Rehearse Your Presentation

Practice your sales presentation at least five times all the way through. Do it alone first and then in front of others so they can spot your weak points. The reason you are rehearsing is to memorize the material enough so you can field questions and comments throughout the presentation, then easily get right back on the track.

For instance, if a CEO in the audience says “That’s a super cool idea” during your presentation, you won’t have to bulldoze to the next slide in order to keep your rhythm and memory if you’ve rehearsed properly. You can pause and discuss it before picking up where you left off.

Share Your Sales Deck Beforehand

Share your sales deck with the attendees two days before the meeting. In most cases, they will look it over and build interest. Some won’t read it, but it’s courteous to give them the option. Most importantly, emailing your deck to the attendees will also help them prepare any questions, so the discussions will be top-notch.

If you know a lot about the prospect’s current situation, day-to-day, and goals, take this approach a step further and send them a written vision statement that explains how you see this product or service changing their life or business. It can be as short as a single paragraph or as long as a page. It’s meant to show the prospect that your presentation will be personalized to their needs.

Prepare & Test the Technology

Your presentation could be in-person in an office or meeting room or virtual via a conferencing platform like Zoom. In both cases, it’s crucial to prepare the environment and smooth out any wrinkles by testing the technology. If in person, make sure your screen and projector or laptop and the necessary cords are functioning properly. If virtual, test the conferencing software, your mic, and your webcam. In both cases, ensure your slideshow is ready to go.

You'll naturally come up with additional best practices as you give more presentations, but even implementing these four can drastically change the success of your presentations.

For more information on creating and optimizing your sales presentation, check out our article on the top  sales presentation tips and ideas  from verified experts.

Bottom Line: Sales Presentation

Your audience should come out of your sales presentation different than they were at the beginning. Give them insights about their industry, a deeper understanding of their problem or challenge, and ideas about how they can reach their goals and dreams with the help of your product or service. If you follow the steps and tips we’ve presented to you today, you should be able to do just that.

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Prepare, Present, And Follow Up: How To Nail Your Best Sales Presentation

Some people find presenting easy. They seem to have an intuitive understanding of how to grab and keep the attention of everyone in the room. Meanwhile, there are those who confess presenting is stressful. What to do if you are a sales rep who belongs to this second type?

There is a piece of good news for you: you can definitely master the art too. To deliver the best sales presentation, you should learn key tips beforehand, so you’ll be ready the next time you’re done with lead generation .

In this blog post, we’ll break down the process of creating a sales presentation into steps and discuss best practices you can use at each stage.

Sales presentations — what are they?

• Why is it difficult to deliver a good sales presentation?

Step 1. Preparing for a sales presentation

Step 2. presentation, step 3. follow-up.

A sales presentation is a part of the sales process wherein a salesperson demonstrates a product/service and explains in detail how to use it with a single aim — to move a prospect further down the sales funnel , motivating them to buy it. 

The best sales presentation makes room for questions, so it becomes a genuine two-way process, in which the prospect understands the value of the sales offering, while the sales rep learns more about their target market, prospect’s real wants, and needs. 

Another significant characteristic of a successful sales presentation is that the audience will likely feature some major players, i.e., decision-makers, which definitely streamlines the sales process.

But why is it sometimes difficult to deliver a good sales presentation?

The truth is, people, in general, don’t find presentations exciting. About 79% agree that listening to others presenting them something is boring. Your goal as a salesperson is to make your sales presentation engaging so your prospects understand all the benefits of your product without being overloaded with unnecessary information. Thus, professional presentation design and limited data are key to attractive slides.

Seems like a challenge, doesn’t it? Worry not, though. This post is designed to help you prepare the sales presentation step by step. 

How to give a successful sales presentation: a step-by-step guide

We recommend that you break down the process of delivering your sales presentation into three logical steps:

• Preparation
• Presentation itself

Let’s discuss what you should do at each of these steps, so you can be forearmed with a good outline next time you present your solution to prospective customers.

Good sales presentations begin before the speaker actually enters the room or joins the call . That’s the case when success is down to preparation. 

Preparation for the sales presentation means getting knowledgeable about any details relevant to your product, prospect, and the market in general. Incorporating an AI presentation tool can enhance your preparation, providing insights for more engaging and effective communication.

This is why this first step to giving your best sales presentation should boil down to the following tasks: 

Know your product

You need to know your product features inside out. Learn this information from your team and study the questions about your product that your customers frequently ask. These issues are likely to come up during the presentation itself. 

Try to test your product features as a user on your own. This way, you’ll be well-versed in how it’s all working and better understand your solution’s benefits. Look through your product testimonials to back up your expertise with real data from the current customers who have been using your product successfully for some time. 

Now think about how to render information about your company and solution simply and clearly — prospects you’ll be presenting to may have little knowledge of what your business is doing.

Know your competitors

“Know your enemy” — a saying you’ve probably heard many times. In business, it’s not about enemies but rather competitors who may serve as a good background for your product growth. 

Look more precisely into the solutions your prospects might buy instead of yours. Identify their weaknesses, so you can shine while comparing your features to theirs. But don’t neglect to study their strengths, too, so you’re prepared to overlay them with the benefits of your product. 

On top of this, learn how your competitors give their sales presentations. If they turn up with slick visuals and the most up-to-date software , you’re going to look pretty lackluster with your ring-bound notepad. 

Research your competitors both online and using any printed materials they circulate to potential customers. Get a feel for their tone of voice and brand identity. If there are any elements of their approach you can successfully assimilate (in a fully legal fashion), do so. They’d do the same to you. After all, all’s fair in love and sales. 

Gain customer knowledge

Knowing your customers and their buyer behavior is crucial to a successful sales presentation. Always keep in mind: you’re there not just to talk about your product but to connect with your prospecting customers. For this to happen, you have to know them well and identify their needs and wants. 

Before you even start a sales process, you’ll build your ideal customer profile , which will help you target prospects who are more likely to buy your product. But it doesn’t mean they’ll all actually will. 

So, at this stage, learn more about your prospect’s buyer personas. How long have they been in the company you’re selling to? Are they experts in their field? Have they bought from your competitors before?

Study the market 

What, in essence, does the company you’re presenting your solution to is doing? What’s the nature of their market? What problems are they likely to deal with? How might your product help solve them?

It will work wonders if you show you’ve done thorough research about the market your prospects operate in and their challenges and offer ways your company can assist in healing their pain points. You’ll come across as someone who wants to make their life a little better, which is hard to resist. 

Now that you’ve worked hard to prepare for the sales presentation, let’s discuss what strategies will help you win your prospect’s heart during the sales call or meeting when you’re demonstrating your demo. 

Leverage storytelling

One of the most powerful tools while making a sales presentation is telling your prospect a good story . People like stories: we’ve been gathering around campfires to hear tales from our fellows for centuries. OK, the tribes of antiquity were probably not assembled to learn about what the newest support chatbot could do for them, but there are some constants of storytelling that pertain to marketing and sales even now. The fact is, stories can be fun, and they can be memorable. 

Tell the company’s story: why it was born, how it was born, and the dreams and ideas behind it. People love stories of struggle and eventual triumph, so stage it like this, but don’t go overboard. Something else people like about a story? Brevity. 

Tell your prospects about one of your current customers who faced a problem your product could alleviate, propelling the company to succeed. Testimonials you’ve prepared at the first stage will be pretty helpful here 🙂 

Emphasize the value of your solution by painting a picture of what might be achievable when all obstacles are overcome. Once your prospect can envisage this promised land, you can tell them how your product will get them there, faster than other alternatives (aka your competitors). 

Use technology

You can’t rely solely on your magnetism and storytelling while giving a sales presentation. The modern audience expects a little more of an audio-visual feast than a salesman with a clipboard. They expect a digital pitch . 

Any technology like PowerPoint is a great way to get information across in a manner pleasant to your prospect’s eye. Well-crafted PowerPoint templates will allow you to visualize your product features, while a nicely laid out infographic will make the information you’ll be telling your prospect not tedious to hear. Look at the example:

If an image can somehow put what you’re saying in a better way, do use it in your sales presentation. 

In addition, you can use video content to present your solution. Short videos work miracles — not a surprise, about 94% of marketers say video has helped them increase user understanding of a product/service.

Include social proof

Social proof is a psychological phenomenon that consists in people mimicking the actions of others when faced with uncertainty. In marketing and sales, you can use social proof in a variety of forms:

• Customer reviews
• Testimonials
• Certifications and awards
• Influencers
• Press features
• Endorsements from experts in your industry

Social proof greatly influences decision-making: 2 out of 3 people say they’d be more likely to make a purchase after watching a testimonial video demonstrating how a business, product, or service had helped another person like them. 

You can learn who to ask for social proof professionally in our post about customer referrals . 

Demonstrate your product functionality

Don’t forget to bring the product in with you, of course.

If your product is digital, like an application or other software, have it installed and ready for work in real-time. 

Say, if your company is offering a CRM solution , show how all of its features work as soon as your prospect onboards. You can even let them try it on their own, under your caring guidance. This way, prospects will test it beforehand – the experience that will be more likely to result in their decision to buy it. 

End your presentation with a call to action

Your sales presentation can’t be just a one-way conversation. You should aim at building relationships with your prospect. A call to action (CTA) actually extends the life of your sales presentation, whereby you give them something to think about…and come back. 

In your call to action, offer your prospect one or two next steps. Just ensure it is short, straightforward, and personal. For example, instead of using something generic like ‘Download the guide,’ try something like ‘Become a pro with this short guide.’ The second option highlights the benefits and sounds more buddy-like, doesn’t it?

A sales presentation doesn’t end at the last slide and a polite ‘Goodbye.’ You should be sure your prospect has got the idea right, has no questions to ask, and is satisfied with how a presentation went. So, at this final step, we recommend that you do the following:

Ask yourself a series of questions about your performance. These could include:

• ‘Have I identified my prospect’s problem and offered solutions?’ 
• ‘Have I made sure the prospect knew how much I appreciated the chance to present to them?’
• ‘Have I encouraged a dialogue?’
• ‘Have I kept my comments relevant and engaging?’

Then rate your performance on each of these aspects out of 10. Doing this exercise immediately after the presentation will give you a good idea of how you performed.

Approach the prospect for feedback

If the call to action doesn’t seem to have worked, and the prospect isn’t hurrying up to order from you, there’s nothing wrong with approaching them and asking (but briefly) what feelings they have after the demo and what they think about your solution.  

Any customer retention guide will tell you about the importance of making a customer feel valued, and following up is an aspect of that. Ask if they’ve had time to think about what you had discussed and see if there’s anything you can do for them to seal the deal. This way, you’ll demonstrate that you care about your prospect’s feelings.

Quite often, the prospect may have loved the product but hasn’t had time to mull over how best to implement it. You can assist by suggesting ways your product might be integrated into their company and emphasizing how much time will be saved once the product is in place. 

Some basics to end with

To crown it all, we’ve gathered several simple tips to help you deliver effective sales presentations. Here are a few of them:

• Make eye contact. Sales professionals know this is one of the most important sales techniques. If you aren’t afraid to look directly in the eyes of your prospect, you come across as honest. In addition, this allows you to notice how they feel when you’re saying something and adjust your speech accordingly.  
• Relax. Your behavior at the sales presentation should convey calmness and confidence, so even if it’s your first demo in life, try to be relaxed. You’re an expert, and your knowledge of the subject is enough not to worry.  
• Listen. Though a sales presentation seems your moment to speak, remember to make contact with the prospect. Be attentive to what they’re asking and telling you. That’ll prove you really care.  
• Learn from the best. You don’t have to come across like Cirque du Soleil or PT Barnum, but it can help if you demonstrate a little showmanship. Watch some videos of great orators (from Martin Luther King to Jerry Seinfeld), but do bear in mind your capabilities. If you want to improve in this area, consider a public speaking course. 
• Practice, especially if you’re part of a sales team making the presentation. The more people there are, the greater the potential for mess-ups, so get that presentation nailed. You’ll all feel much more confident, which will be visible to your prospects. 

Wrapping up

The key to your best sales presentation, like any other business communication , is your knowledge and understanding of the interlocutor. Have a clear message, ensure you’re using all the tricks to get it across and practice until you know your pitch inside out. When you deliver your demo, be mindful of your prospect’s needs and ensure they get a chance to express them. 

Whatever sales presentation ideas you use, if you treat your audience with respect and look like you genuinely want to be there with them, you’ll give yourself the best chance of success. And if you need a single platform for all your sales activities, Snov.io is always here for you.

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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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11 Vital Sales Presentation Tips To Close The Deal Faster

The truth is, to sell a large quantity of  any  product, there is a set of steps everyone needs to follow. It is a process so common that even sidewalk sellers know how to leverage it, yet so many of us salespeople neglect to employ it!

To help you put your best foot forward and secure more, more significant deals for your organization, keep reading to learn the more effective sales presentation techniques alongside identifying the effective sales presentation skills you need to close deals faster.

What is a Sales Presentation?

Sales presentations vs sales pitches: what’s the difference, the importance of effective sales presentations, what makes a good sales presentation, 11 effective sales presentation tips, 6 effective sales presentation skills every sales rep must have.

To first understand what makes a good sales presentation, it’s only logical to start with the sales presentation definition ;

‘a talk giving information about a product or service that you are trying to sell, intended to persuade people to buy it:’. 

A sales presentation is a meeting between an individual salesperson or sales team and a company. They attempt to persuade key stakeholders to close the deal by displaying the offerings’ capabilities, benefits, and features . They must align with your prospective client’s needs to achieve the desired outcome, which usually requires extensive planning and preparation.

A sales presentation is a more complex version of a sales pitch and is usually used for bigger deals that require multiple stakeholders to weigh in on decision-making.

While still technically a sales pitch, sales presentations are held when the sales process isn’t straightforward, generally for longer sales cycles with lucrative deals that require a product or sales demo.

For this reason, sales presentations require a larger budget, not just for the presentation (often around an hour in length) but for preparation, timing, and testing. Moreover, salespeople are more likely to present sales presentations as a team rather than as individuals, so understanding the plan requires a group effort.

Navigating the landscape of sales pitches can be transformative for your sales strategy. Choosing the right pitch type can make all the difference, whether it’s a brief chat or a formal meeting.

Here’s a deeper dive into the nuances of each pitch type and discover examples and templates that bring them to life.

Read more here.

Other uses for the sales pitch include the elevator sales pitch , which many believe is identical to a sales pitch; however, it is not. A sales pitch is a formal type of sales presentation, usually used in long buying cycles. It can take multiple times until a deal has closed.

On the other hand, an elevator sales pitch often occurs organically in casual conversation and tells potential prospects what you do, with a statement that positions you as the ideal solution provider in the hopes of leading to a sale.

Crafting an effective elevator sales pitch is an essential skill for any professional.

The right pitch can open doors and create opportunities during a brief encounter.

An elevator pitch stands out from a regular sales pitch because it’s brief and gets to the point immediately.

You have a short moment to grab someone’s attention and convey your message.

If you want to improve your ability to deliver a sharp elevator pitch, our guide is just what you need. It lays out the steps clearly and provides examples to help you craft your effective pitch quickly.

Craft your effective pitch now.

• Using Stories to Demonstrate Value
• The Ultimate Guide To Selling To The C-Suite

A successful sales presentation helps salespeople build connections with prospective customers. It allows them to differentiate their offering from competitors – with the end goal of closing a deal.

Sales presentations help set the tone for future interactions as the sales process progresses and is, therefore, a key tool for persuading your prospects that your offering is best suited to their needs.

Also read: How to Run Effective Remote & Virtual Sales Presentations

An effective sales presentation speaks directly to your audience’s needs, challenges, and desires. It captivates their imagination with a compelling story, complete with a solid value proposition and strong call to action that tells the prospect exactly why you’re the best solution provider.

Below is an in-depth view of each of the 5 core elements that make an effective sales presentation alongside the ideal sales presentation structure that many companies follow:

What are the 5 Core Elements of Every Sales Presentation?

1. research.

You’re giving a sales presentation because you can solve a prospect’s problem. However, you mustn’t start the sales presentation with the solution. Rather, start on the problem itself and the subsequent challenges and pain points your prospect experiences because of it.

Prospects don’t see solutions or features; they see the value that comes with a suitable solution. That’s why you need to research prospects to understand what motivates them thoroughly.

Identifying pain points as you delve deeper into how they operate so that you can ultimately tailor their journey to provide them insightful and value-based solutions .

2. Storytelling

Stories help prospects visualize the value of your offering . That’s why it’s helpful to select several stories you can pull from during sales presentations that appeal to the prospect based on individual needs (hence why you need to research their wants and needs thoroughly first!)

3. A Value-Proposition

“What’s really in it for me?” – that’s what every prospect wants to know. Every prospect is looking to understand the benefits they’ll gain. They want to know why your product or service is worth their investment. Why should they, or anyone for that fact – buy your product or service?

Suppose you can’t convince someone else that your product or service offers better value than your competitors. In that case, there is no point in wasting any more time trying to sell your solution. You’ll only ever hear, “We’ll be in touch.”

Always ensure you arrive prepared with a value proposition . It should explicitly state how your company’s product or service benefits prospects. For example, you can always follow the “value proposition formula.” To get started: [Company name] helps [target audience] with [services] so you can [benefits].

Prospects are more likely to agree to the next steps in a deal if they’ve seen proof that other people benefit from your solution. To achieve this, ensure you have plenty of social proof available from the get-go when meeting with your prospect.

Overall, any proof of your effective solution helps answer the “how can I believe you” question from prospects. To do so successfully, consider sharing evidence such as:

• Client testimonials:  Enhance your credibility impact with reasons other customers love doing business with you. 
• Research data:  Use industry expert quotes to create bridge statements from your features and benefits. 
• Product comparisons against key competitors:  Tell them why your solution is better. 

5. A Call to Action

Last but not least, an effective sales presentation requires a strong call to action at the end to compel prospects to take action. Whether that’s to buy now, take the following steps internally, or even start a free trial – prospects need to be told what to do next.

Crafting a sales slide deck that connects with your audience and clearly presents your value is crucial for a winning sales strategy.

It should spotlight your product’s benefits and features while telling a story that matches your prospects’ needs and challenges.

Learn how to create a sales slide deck that supports your pitch effectively and helps you close more deals, leading to more satisfied customers.

It has a presentation template outline you can easily follow for your next sales deck.

Create your winning slide deck now.

With the correct sales presentation techniques to guide you through your sales meetings, you’ll start closing more sales than ever before – check them out below:

1. Use the “Five-Second Rule”

Prospects have less and less time in this competitive and busy digital world. Getting their attention is hard, but keeping it is even harder! That’s why you need to remember and use the 5-second rule – where you have at least fifteen to twenty words to capture your prospect’s attention. Ensure your overall opening statement is strong and directly relates to your audience.

2. Talk like an executive

Ideally, prospects will understand your sales presentation after the first minute. That’s why you need to use the appropriate language to address your audience. Not only does it help decision-makers connect with your solution quicker, but it also shows you’re prepared to respect their time.

3. Involve key stakeholders

Use your showmanship abilities and have the prospective decision-makers interact with the product you are selling. Ask them to try it out to see how easy it is, how soft it feels, or how fun it is – whatever the defining benefit and feature is.

When the customer gets involved, they can imagine themselves using the product, making it easier for them to buy.

4. Present solutions to painful challenges

Place the prospect’s most painful problem at the forefront of your sales presentation and describe precisely how your product or service can solve the challenge they’re currently facing.

By doing so, you’re showing them a way out of their current situation and the opportunities they could gain from closing the deal.

5. Make it memorable

When you give a  presentation , people will not retain everything you say. And what most of us do is leave to chance what the prospect actually retains, but by incorporating a few specific elements, you can start to influence what people remember.

• Visuals : The first element is to help them visualize. Use a visual on the screen that emphasizes one of my key messages. Aim to have no more than three key messages that you want somebody to walk away with. But use visuals to emphasize key points.
• Text : Also, put text on the screen, almost like underlining essential words in documents. Use text to highlight important points you want them to remember.
• Story : To get your  prospect  to remember your presentation, include a  story  highlighting your 3 key points. Wrap them in a story that touches on their emotions and can help them visualize how your solution will help them.
• Repetition : When you use story, text, and visuals and repeat your 3 key messages throughout your presentation, your presentation will be memorable. More importantly, they’ll remember the 3 key points you want them to remember. In some of the presentations that Steve Jobs used to do, he used to use rhetorical devices and 3 key points. It was always thinner, faster, and lighter.

So remember to influence what people remember from your presentation. Use visuals, text, story, and repetition.

Engaging presentation principles apply universally, whether delivered live or virtually.

Spencer Waldron from Prezi offers insights on keeping your audience engaged.

His advice is practical across all types of presentations. His strategies work for any presentation scenario, making sure people hear your message and remember it.

Get the summary here.

6. Prepare valuable insights

Another effective sales presentation technique is to prepare insights ahead of time for your prospects. Insights are accurate understandings of your prospect, your prospect’s business, or your industry.

These understandings are found through research, experience, data, and metrics. They aim to develop a stronger relationship with the prospect by providing them with valuable opportunities to optimize and grow their operation in ways they may not have considered beforehand.

7. Don’t lead with your differentiators. Lead to them!

Suppose you lead by explaining your solution’s differentiating factors. In that case, you risk not hitting the mark and resonating with prospects about why this is so important.

That’s why you need only to introduce your key differentiators once your overall backstory is clear and the prospect gets it. Think about your key differentiators as a series of breadcrumbs you’re leaving for prospects to connect to understand the overall benefit.

8. Master the art of trial closes

Rather than expecting only one effective sales presentation and saying, “Sign here,” you need to get your prospect to make small incremental commitments .

A commitment is an obligation or a promise; an incremental commitment would be small, bite-sized pieces or portions. For example, you could ask your prospects to commit to:

• Meeting with you again.
• Reviewing your proposal.
• Introducing you to another decision-maker.
• Scheduling a conference call with key stakeholders.
• Forwarding a survey to their staff to understand their needs before you propose something.

Overall, whatever it is, all you want is to gain a small commitment – something that they can agree to do now that’s relatively easy. The idea is that by getting your customers to commit to small things and to follow through on those small things, you’re one step closer to closing those long, complex deals.

9. Ask for feedback

The easiest way to lose the engagement of any audience is to drone on for long periods. While your words might be compelling, how you deliver them is crucial.

That’s why, rather than talking through your sales deck or bullet points on a slide, you should always begin by notifying decision-makers that questions are welcome throughout the presentation.

By asking for and receiving feedback this way, your sales reps will know they’re hitting the mark – or when they need to adapt their approach.

10. Ask for the sale

After the prospect understands the product, how it can benefit them, and how easy it will be to implement , ask for the sale . In the sidewalk seller’s case, he asked by saying, “We have it in red, blue, green, and yellow. What color would you like?” Determine what closes work best for you.

Also read: 15 Top Sales Closing Techniques To Increase Close Rates

11. Ask Again

If the customer poses an objection, overcome their objection and ask again. Don’t give up after 1 “No.” Again, in the case of the sidewalk seller, he asks, “What else can you get in Singapore for $10?”. The majority of sales are closed after the second or third attempt.

You don’t have to sit on a sidewalk with a loudspeaker blasting your every word to employ these techniques; you need to be able to show people how your product can benefit them. So find a way to get in front of your prospects, and make sure to follow these steps to maximize results.

Now that we’ve explored some of the most effective sales presentation techniques, let’s also recap the sales presentation skills every sales rep needs to possess to close more deals. Discover each sales presentation skill in detail below:

1) Research & Solution-Based Questioning

The first stage of preparing for a sales presentation is thoroughly researching your prospect. Skipping this preparation will likely result in the rejection of your ideas. That’s why all salespeople must be keen researchers of their ideal customers.

Gather answers and insights about your prospect’s challenges with  typical solution-selling questions  such as:

• What are their most pressing needs?
• Do they know their most significant challenges?
• What are their aspirations?
• What’s stopping them from currently reaching these goals?
• What do their customers and stakeholders need and want?
• How could your solution help to negate these issues they’re experiencing?
• In what way will your solution position your prospect with a market advantage?
• How can you accurately communicate the benefits without solely discussing the solution to influence prospects to take action? 

The importance of Solution Selling vs. product Selling for effective sales presentations

What does  solution selling vs product selling  have to do with sales presentations? Well, product selling involves merely trying to persuade a customer that the product you sell is a better version than the similar products each of your competitors is selling.

This is why salespeople using the product selling method in sales presentations spend much of their time going over feature lists and pricing options with disinterested prospects.

On the other hand, solution selling requires an alternative way of making a sale. By pinpointing the real-world problem your customer is currently facing- you can explain how the product can solve their problem in the best way possible.

A compelling sales demo goes beyond showcasing features. This is a pivotal moment when the prospect truly sees what the product can do for them.

Delivering a sales demo that informs, persuades, and excites is a skill that significantly impacts the sale’s outcome.

This skill is vital for turning prospects into customers.

Our guide provides detailed steps for planning and executing a sales demo that will captivate and sway your audience.

Get the full detailed steps here.

2) Active Listening

If you want your potential customer to pay attention to what you say, you have to be willing to listen to him first. That doesn’t mean just giving your prospect time to speak, but actively listening to what they have to say.

Sales professionals should be  listening 80% of the time and only talking 20% of the time . Of that 20%, half of that should be asking questions, which leaves only 10% for selling and telling.

By focusing intently on what information your prospect is giving you about their problem, you can better formulate a personalized offering that they’re more likely to buy rather than spending time preparing an unappealing one-size-fits-all type of deal. 

Overall, sales presentations are most likely to be effective when you display body language that shows you’re listening to your prospect, from subtle head nods to small comments that show you agree and understand.

Also read: 6 Personality Traits of a Good Salesperson Vs. a Bad Salesperson

3) Storytelling

Case studies have shown that  people are more receptive to stories  than almost any other type of communication. Our brains are designed not only to crave stories but to remember them and pass on meaningful ones to others. That’s why incorporating storytelling into asking for the sale is so effective.

You can easily do this by creating a hero with a name, a personality, and a practical problem to overcome. However, you must take great care when deciding how to reflect your intended message.

Ensure your storytelling speaks directly to your customers by including the same hopes, ambitions, fears, regrets, and disappointments they too, possess.

4) Confidence

Ultimately, prospects need to perceive you as self-assured to want to work with you. That’s why all sales reps should be confident in themselves and the solution they are selling.

To achieve this, all skilled salespeople will practice and refine their sales presentations well ahead of time to ensure that the delivery is articulate and compelling. Alongside employing body language techniques such as:

• Eye contact:  Shows prospects you’re interested in what they have to say.
• Standing/sitting straight:  Opens your posture, making your body language warmer and authoritative. 
• A firm handshake:  Always offer a firm but friendly handshake to make a good first impression.
• Smile:  An effective sales presentation technique for keeping prospects at ease when used naturally and not forced. 

5) Objection Handling

All sales reps should be well versed in listing common objections people have given in the past and understand the rationale for each objection. By doing this, reps can positively frame each response to each objection and practice it for the sales presentation.

Continue reading to  learn common sales objections  and how to overcome them. 

6) Interpersonal & Rapport Building

Interpersonal skills are small, nuanced behaviors that help build rapport with prospects that hopefully turn effective sales presentations into long-term trusted relationships.

As the saying goes, ‘People do business with people they know, like, and trust.’ So, of course, you need to build rapport – and quickly.

One of the most effective ways to do this is to use your customer’s name and, probably more critically, know how to pronounce it! It helps you connect with them because they feel heard, and well, people love the sound of their names.

However, make sure to use their name naturally in the conversation – otherwise, you’ll come off as indigenous. Other types of interpersonal skills include:

• Communication style flexing:  Different prospects have unique ways in which they prefer to communicate based on their communication style. They typically fall into  one of four communication styles  based on two factors. Understanding the different communication styles and how to handle each individually can drastically improve your relationship and ability to connect with other people.  Moreover, once you’ve fully identified your prospective executive’s communication style, you can move on to understanding their decision-making style . How do you do this? Ask yourself and the prospective executive  these questions . 
• Courtesy:  If good manners cost nothing, courtesy is critical for making prospects feel welcome and comfortable. 
• Understanding the prospect’s viewpoint : Understanding how it feels to be in your prospect’s shoes can either make or break understanding their reason for buying – or not buying.

Engaging with prospects effectively is key to sales success. Doing so will allow you to close more deals and forge stronger business relationships.

Building rapport, understanding communication styles, and demonstrating courtesy are just a few interpersonal skills that can significantly impact your interactions with prospects. 

Learn the subtle yet powerful strategies that can transform your sales approach and help you connect with prospects on a deeper level.

Discover the strategies here.

Deliver Presentations That Persuade and Close Deals

Gain the skills to create and deliver compelling sales presentations that resonate with your audience.

Our Sales Presentation Training equips your team with techniques to engage listeners, communicate value clearly, and guide prospects toward decisive action.

We provide you with a proven framework to structure your presentations, methods to make your content memorable, and strategies to confidently handle objections.

This training helps your team transform their sales pitch into a powerful tool for building client relationships and driving results.

Master the art of closing deals remotely

Selling virtually is not a matter of just doing the same old sales pitch but online. You have to be highly organized and have tightly planned out presentations so you don’t leave your prospect bored and disconnected.

Check out our brand new  Virtual Selling course  to take your remote selling skills to the next level. The course includes 5 checklists, cheat sheets, and guides, and 15+ on-demand virtual selling lessons.

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How to Give a Killer Presentation

Lessons from TED by Chris Anderson

Summary .   

For more than 30 years, the TED conference series has presented enlightening talks that people enjoy watching. In this article, Anderson, TED’s curator, shares five keys to great presentations:

• Frame your story (figure out where to start and where to end).
• Plan your delivery (decide whether to memorize your speech word for word or develop bullet points and then rehearse it—over and over).
• Work on stage presence (but remember that your story matters more than how you stand or whether you’re visibly nervous).
• Plan the multimedia (whatever you do, don’t read from PowerPoint slides).
• Put it together (play to your strengths and be authentic).

According to Anderson, presentations rise or fall on the quality of the idea, the narrative, and the passion of the speaker. It’s about substance—not style. In fact, it’s fairly easy to “coach out” the problems in a talk, but there’s no way to “coach in” the basic story—the presenter has to have the raw material. So if your thinking is not there yet, he advises, decline that invitation to speak. Instead, keep working until you have an idea that’s worth sharing.

A little more than a year ago, on a trip to Nairobi, Kenya, some colleagues and I met a 12-year-old Masai boy named Richard Turere, who told us a fascinating story. His family raises livestock on the edge of a vast national park, and one of the biggest challenges is protecting the animals from lions—especially at night. Richard had noticed that placing lamps in a field didn’t deter lion attacks, but when he walked the field with a torch, the lions stayed away. From a young age, he’d been interested in electronics, teaching himself by, for example, taking apart his parents’ radio. He used that experience to devise a system of lights that would turn on and off in sequence—using solar panels, a car battery, and a motorcycle indicator box—and thereby create a sense of movement that he hoped would scare off the lions. He installed the lights, and the lions stopped attacking. Soon villages elsewhere in Kenya began installing Richard’s “lion lights.”

Partner Center

How to create an effective Sales Presentation

Sales presentations are one of the most effective tools to increase sales. Here’s everything you need to know to create a powerful one

If you are a salesperson, you are likely to be constantly thinking about how to increase sales. You may wonder what are the ideas, concepts or tools that could help you do that.

What if I tell you that there is one magical tool you can use to increase sales?

This is my number one tool to increase B2B sales. I have used it in multiple organisations as well as in channel & reseller sales with fantastic success – great sales and revenue results.

This magical tool is: The Sales Presentation . 

In this article, I will in detail share everything I know about this tool. I will discuss the following topics:

Why the sales presentation is important

• What are the components of a great sales presentation

How do you create a really good sales story? 

An example of a successful sales story , five steps to build the perfect pitch, what presentations often do wrong, you need to transfer knowledge .

While working with your sales team, it is important to transfer information and knowledge to them as efficiently as possible. If you can educate your sales persons about your product or solution and train them to present it at the same time, they can start selling it immediately, saving valuable time.

All salespersons need to learn a sales pitch 

To grow your business to increase sales, you need a sales pitch. All salespeople should have a consistent sales pitch. It is best if the sales leadership creates the best sales pitch they possibly can and then trains every sales person to present that pitch to your end customers. In doing this, you ensure that you make the sales person’s job easier, enabling them to make more sales.

A presentation is easy to consume 

A sales presentation made using PowerPoint or Google slides is fantastic because if done well, it allows the receiver to easily understand the story you are telling. It is easier for a person to comprehend information presented slide-by-slide than to process a mass of text contained in a brochure or email. Once your sales person understands your story, it’s not only easier for them to tell the story to others, they will also be hugely motivated to do so.

A presentation is easy to update 

Products change, offerings change, we make things better, and with all this we must update our sales presentation and sales materials. Presentations are way easier to change than, say, brochures. We can quickly add a slide, remove a slide, change some text or replace a graphic.

Presentations are easy to send to prospects 

After sales people hold a call or a meeting with a prospect, presentations are great to send as follow up material. If you want to be extra helpful you can provide the deck in original PPT format via a link so the prospect can use your slides when creating internal presentations about your solution. 

Prospects can share presentations internally  

When sales people have meetings with prospective customers, many times there are people such as colleagues or decision-makers who cannot attend the meeting, and it might be difficult or time-consuming for you to deliver the sales pitch to them at another time. A really well-done presentation that you send your prospect via email is easily shared with bosses, colleagues or senior company leadership. That way, your sales pitch can reach them without you even being present.

What are the components of a great sales presentation?

I believe a great presentation is all about the story. Looking at it technically, however, a great sales presentation comprises two main parts – the core pitch and the appendix.

‍Part 1: THE CORE PITCH – A great core pitch must tell a great and focused story. To tell a great story, you will need to understand your B2B customer, your end customer and your product or solution really well. For this, you will need to create detailed customer profiles , build a proper value proposition and do your research on the market.

PART 2: THE APPENDIX –  Because the core pitch must be focused on the story you are telling, any other information (which is important but doesn’t really contribute to the story) must go in the appendix.

‍ Why a great story makes a great presentation

So here’s the thing, if you are selling a B2B solution, you are probably spending a lot of time getting that one meeting with a prospective customer where you can explain what value you can deliver to them. But the prospect is probably meeting several of your competitors too, so you need to think of what you can do to stand out.

The presentation is the number one factor as to why a customer chooses one vendor over others , says a Gartner research report.

So, if you want to stand out, you must have a presentation that stands head and shoulders above that presented by your competitors.

‍How do you ensure your presentation stands out from that of your competitors?

You create an amazing sales story that focuses on value propositions. 

Creating a really good sales story is an art form and takes time and energy. One of the best presentations I ever made was developed over 45 iterations.

It led to fantastic results – the company managed to find partners all over the world for a new product and closed deals with over 100 of the world’s biggest telecom operators – with a minimal budget. But that’s not all, our partners were willing to pay our company a $20,000 recoupable guarantee to close a deal. I wrote this article on that project: How I built a hugely successful partner program and you can too (in-depth).

When I am building my sales story, I work with the following outline:

BUILD THE FOUNDATION

• Agree: One or several slides that state something we can all agree on. This could be something about the field of business you are in, the industry, a problem or something else that is connected to what you do.
• Explain the problem: In a few slides, explain the problem without mentioning or discussing your product or solution. The problem description should be high level. 
• What could be a solution: One slide where you explain what the solution could be without mentioning your product or service. 

EXPLAIN YOUR SOLUTION AND VALUE PROPOSITION 

• Your offering: One slide with text and an image that explains your offering in one sentence.
• Value proposition: Next, explain your value proposition in several slides. While you draft it, remind yourself that you are explaining your product or solution’s value proposition – that is the value it brings to the customer – and NOT its features and functions. 
• Explanations: It all depends on your offering, but make sure you subsequently add explanations about the features or functions of your product or service. 
• Why choose us? Answer this question here. Create one or several slides that explain how you are different and why you should be the chosen vendor.
• The value we offer you: Conclude by reiterating the value you offer the prospect. 
• Company info: Add some slides with information about your company.
• Case studies: It’s always great to add examples of how you delivered value to customers.
• Typical questions: Create slides that answer the most common questions you get from prospects. Preferably address one question in each slide. 

I also think you should read this article that really helped me polish my sales pitches: The Greatest Sales Pitch I’ve Seen All Year – The Mission – Medium .

I created a sales story for Appland , a company that offers a mobile games subscription service. The B2B customers in this case were telecom operators around the world, and mobile phone users were the end customers. 

Appland built a channel partner program so that its partners could help them sell its Games Clubs to mobile phone operators in their countries who would include the product in their offerings to their customers. The program was so successful that in just three years, the Sweden-based company had signed on over 100 of the world’s biggest telecom operators as its customers.

This was how I structured the story for Appland’s channel partners according to the pointers I gave in the previous section: 

• Slide 1 (Agree): We all want quality content. Subscription streaming services like Spotify, Netflix and HBO show us that people want really good content and are prepared to pay for it. 
• Slide 2 (Agree): People love to play mobile phone games. 82% of all apps sold in Google Play and Apple App Store are games. Revenue generated by mobile games is an astonishing $40 billion per year. 
• Slide 3 (Agree): Over 1.8 billion people on the planet play mobile phone games. 
• Slide 4 (Problem): But you know what? These games have become boring. 
• Slide 5 (Problem): If you get a free mobile game it will nag you to buy coins and berries. You see advertisements on it all the time. Some games suddenly stop and make you wait three days before you can play them again. Some games implement a type of gameplay where you have to constantly wait for stuff. 
• Slide 6 (Problem): This “harassment” happens because it is the only way for a game developer to make money. 
• Slide 7 (Solution): We need to bring back the fun in games. 
• Slide 8 (Solution): We can do this by creating a business model that makes it easier for developers to make money and for consumers to get amazing content so that they can play without being nagged to buy things.

EXPLAINING THE SOLUTION 

• Slide 9 (Our offering): Let us introduce the Games Club – a service that offers subscribers 400 of the world’s best games.
• Slide 10 (Value proposition): The games are the absolute best of the millions on offer. Users get free in-app purchases and the service lets users play games for as long as they like. Customers are offered a free trial and there are no advertisements or interruptions.
• Slide 11-16 (Value proposition): Details of the super popular games that billions of people are playing, all of which are included in the Games Club subscription.
• Slide 17 (Explanation): A summary of all the content of the games on offer and also data on how popular the games are.

CONCLUSION 

• Slide 18 (Our Secret Sauce): Consumers can play games offline in a model where they pay a low price and can play as much as they like. In addition, there is a digital rights management system that will lock all games installed when users unsubscribe to the service. 
• Slide 19 (Conclusion/The value we offer you): The Games Club is a high-quality service and together we can launch and market the solution to your customers. The value you get is a revenue share of the service, your branding and you will have an amazing offering for your consumers. 

This summary is slightly simplified but I hope it still works as a good example of how we can build a story. As you see, I did not talk about the features and functions of the service. I discussed value for users and values for the prospect Appland wanted to work together with. 

You now know how to create a really good sales story. Next, you need to put together a convincing pitch. How do you do that?

My approach to create the perfect pitch are these five steps.

Step 1: Create detailed customer profiles

If you don’t understand your customers well – B2B as well as end customers – you will never be able to craft a good message and presentation to attract them to your product or solution. Click here to learn How to create customer profiles / buyer personas for B2B Sales .

Step 2: Build a proper Value Proposition

You need to create a really good value proposition for your product or service. Click here to learn How to Create a Strong Value Proposition for B2B .

Step 3: Do research 

To find a really good story you need to do research. You need to understand the industry, the problems there and how you can connect this to your product or service. You need to dig and find that story. 

Step 4: Build an outstanding presentation 

I think there are many ways to design a good sales presentation. It all depends on how it will be used. Will it only be used for presentations or will it be sent to clients via email? Do you think the prospect will forward the presentation to colleagues? All these questions need to be considered when you draft your presentation.

As I mentioned earlier, I design presentations with two major sections. The first section contains my “Core pitch”, which can be between 10-45 slides. (I try to restrict the presentation to a maximum of 25 slides). The second section is the “Appendix” where I put all other slides.

Here are my general rules when I work on each slide:

• Only one message or story per slide.
• A super headline, sub headline, additional mini headlines and possibly a little text. You can see an example below. In this slide, you can quickly read and understand the consumer value proposition of the Games Subscription Club I wrote about earlier. 

• A slide can also only have an image and a little bit of text.

• It is ok to be succinct and not give out all details. If information is missing, the prospect will ask for it. 
• I always make sure to use standard fonts in presentations. Many people will use your presentation to present your pitch to their colleagues or customers and missing fonts can complicate matters.
• It should be easy for both internal and external personnel to make changes in the text.
• There should be “master slides” that make it easy for any channel partners to change the company logo and so on.
• The end slide should have contact information.
• The presentation should have divider slides so it is easy for the prospect to understand when you move to another section.
• Create BIG message slides for important conclusions.

• Make sure the design of the slides changes constantly so the prospect stays active and interested. 
• I add page numbers to the slides so it is easy to reference in discussions. 

Step 5: Continue to improve 

Version 1 of your presentation will not be perfect. Continue to improve your presentation as you learn new things. The sales presentation I created for Appland was on version 45 when I left the company. To create a really good story we need to test, evaluate and improve and this process never ends. 

So, you now know how to create a compelling sales story that will form a part of your presentation’s pitch.

Before we conclude, let’s talk about what people often do wrong while drafting their presentations.

I have seen a lot of sales presentations over the last 20 years and there is always room for improvement. Here are the most common mistakes I see:

• Egocentric: Presentations are often egocentric and all about the company and your product. The problem with this is that the customer doesn’t really care about you or your product or service. Customers care about themselves and they want you to tell them how you can make their lives better.
• Too much text: No one wants to read a mass of text. A presentation should be as succinct as possible or it will risk confusing people. Each slide should address one idea or point. When you have too many ideas on one slide, instead of paying attention to your next point, people are more likely to be distracted trying to digest what you said in your previous one.
• No storytelling: Humans love to be told stories. Presentations that are only a list of features and functions don’t command as much interest as those that tell a story of how the product or solution can add value to a customer’s life.
• Lack of value propositions: A presentation should be about the values that you offer to the customer. 
• Bad and ugly design: People like to look at things that attract them, and those things are usually well designed. You may not be an ace designer but there are plenty of designers you can find on freelancing platforms such as Upwork who will help make your presentation look professional.
• Difficult to understand: Some presentations use difficult language and also lack a structure, which makes them difficult to understand. 

You now know why the sales presentation is important, what makes a great sales presentation, five steps to build the perfect pitch and what sales presentations often do wrong.

I hope this article has given you the inspiration to create your own storytelling-based sales presentation that you can share with your sales team as one of the best sales tools you ever created. Go ahead and do it. Good luck!

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Learn How to Start a Sales Presentation

The opening of a sales presentation is key, as it can determine its outcome . How you start a sales presentation will influence your audience’s impression of you. It can influence them positively towards what you’re going to say afterward, or on the contrary, make them decide that they’re not interested at all.

We know how important the start of your sales presentation is for your business’s success, and we want to help. That’s why we interviewed our Head of Sales, Robert Juul Glaesel , to give you the BEST tips and insights on making a strong first impression with your sales presentation’s opening. Let’s get started!

We’ll go over:

How to start a sales presentation: Why first impressions matter

• How should you begin a sales presentation? Let’s check out what our experts are saying

Let’s begin! Or, feel free to skip to your preferred section.

Research shows that first impressions are usually built between the first 7 to 10 seconds of meeting someone . And sales presentations are no exception to this rule! The opening to your presentation can definitely play a key role in how effectively you close business deals.

The beginning of any presentation has a strategic significance. It defines how the rest of your presentation is going to be read by your audience. The start of a sales presentation can help you convey trustworthiness and professionalism and make the rest of your presentation more credible.

Learning how to start an effective sales presentation is all about connecting with your audience . The more engaging you are, the more likely they will be positively predisposed to the rest of your presentation.

How should you begin a sales presentation: Lets check out what our experts are saying

There is no one true formula for how to start a successful sales presentation. Like most things, it can depend on many different factors. For example, the previous relationship you have with your audience, what kind of product or service you’re offering, how far into the sales funnel you’re working on, and so on. All these elements come into play when creating the perfect opening for your sales presentation.

Let’s take a look at some insights from Robert , our head of sales so that you can put them into practice in your next sales presentation:

Insight #1: Show curiosity

It’s important not to give the impression that you are going head-on to sell but that you genuinely care about the customer . How can you show that you care? First, give yourself some space at the beginning to show curiosity and see if they could actually benefit from your product or service.

Start by asking questions to see if they are the right prospect and if they are similar to your other success stories. As Robert says:

“First, you talk to the customer to understand their situation and see if they are experiencing the same kind of needs as other customers you’ve seen.”

You could ask these questions:

• How do you typically approach this situation or challenge in your organization?
• Could you share more about your business's usual process when dealing with [specific issue]?
• In your experience, is [the problem you’re discussing] something you see in your business?
• Have you identified any specific needs related to [the issue]?

Curiosity allows you to see if you actually are a good fit, and it allows you to create a good bond with your prospects from the start, as they feel that you’re really trying to understand them. As Robert mentions:

“They don’t feel like you’re just jumping in and trying to sell them something. They see that you ask them questions, challenging questions. It’s key that they feel like you’re asking them those questions to really understand their situation.”

Only when you have a clear picture of their business and needs, and their need actually fits with what you want to sell them, then you can start talking about solutions.

Insight #2: Create trust

Building trust is another of the best ways to start a presentation. For many salespeople (most, actually), their approach to selling is to push their solution , regardless of whether it will actually be valuable to their prospect. This way, they come across as untrustworthy, showing they only care about selling and not about improving the potential customer’s business.

Now, how can you get your prospect to trust you? Robert mentions a couple of ways:

• Show that you are incredibly competent about what you’re talking about

Obviously, you must show that you deeply understand your business: you know exactly how it works, the processes, the features, costs, etc. However, it goes beyond that; your speech should also reflect that you understand your audience . Avoid sounding like you’re repeating a rehearsed script, and instead, customize your message to them.

Demonstrate that you've done your homework by knowing:

• Their specific industry
• Their brand values and mission
• The pain points they probably face
• Their target audience
• Show that you are willing to put the collective over your own needs

It is crucial to show you’re not only interested in selling but that you’re really invested in helping them deal with their pain points. You should express that solving your prospect's need is more important to you than your need to sell . In Robert’s words:

"Instead of pushing your product, your message should be, "I don't want to sell you something; I rather want to improve your business." Because I don’t only care about selling something, but that it provides real value."

This should be a key message from the start of your sales presentation in order to foster trust. Let it be clear that you getting some revenue is a byproduct of them being more successful at whatever they want to achieve.

Something to keep in mind…

Along with being trustworthy comes the acknowledgment that sometimes, the prospect might not be a good fit for your product . It's essential to communicate this openly, promoting transparency. You can express it like this:

"You know, this solution may not be the best fit for you; having [your product] might not be ideal unless you [meet certain conditions]. Our goal is to provide you with something that truly benefits you.”

While it may not be the most pleasant conclusion, it's important to be honest. In such situations, you should keep looking for examples where your product aligns seamlessly, much like the success stories you've previously encountered. Remember, for a successful sale, there must be a match .

Insight #3: Connect your audience with a need

Another successful way to start a sales presentation is to connect your prospect with a need . How can you do this? Let them see a problem, a shift in the industry, or an undeniable transition. Present it as something they're definitely going through or will be soon. You can use Zuora’s first sales presentation slide as guidance:

This will allow you to swiftly present your service or product . Once they have recognized and accepted the need or pain point, you can start discussing your products as a solution, and it will come on as a logical answer to their problem. As Robert says:

“When the person recognizes that it will be a problem for their business, then they will be motivated to find a solution. They will start getting uncomfortable, thinking their company might face trouble soon, and getting eager to solve it. That's when... voilà, you step in and show them how you can solve it."

In this way, you are not pushing a product or forcing a sale, but rather, you are making them connect naturally. When you talk about your product or service, they are already looking for a solution . In Robert’s words:

“The best way to approach sales is to tie their needs together with your solution.”

Insight #4: Use storytelling techniques

Using storytelling is a good option for tackling how to start a sales pitch presentation. Storytelling gives a presentation an emotional charge and makes the audience feel closer to the issue presented . Stories can enhance a message and illustrate a point. And, they can also help you break the ice and make yourself feel closer to your audience.

These are some ideas of stories you could tell in your sales presentation introduction:

• Your customer reviews
• The employees’ success stories
• Your company’s mission
• Challenges you’ve overcome with your team

However, it’s important to remember that storytelling should be carefully planned out . It’s not just about sharing any emotional story; it should be strategically crafted to connect with your goal. You need to be clear on WHY you’re telling your story and HOW you’ll tailor it to a specific audience to promote a particular course of action.

Shawn Achor’s TEDTalk is the perfect example for those looking for examples of how to use storytelling to begin a presentation.

You might also like 7 Essential Storytelling Techniques for Your Business Presentation

Insight #5: Share statistics

Statistics can be a powerful tool to start your sales presentation with. They can help you show your value proposition, create a sense of urgency, and really connect your prospects with a pain point . Likewise, they demonstrate your commitment to thorough research and investigation, showing dedication to understanding their needs.

You can use statistics to prove how your product or service can improve your prospect’s performance and save them time or money. Check out how Spendesk is doing it:

Check the complete presentation for a sales presentation introduction example .

However, there are some things to keep in mind about starting your presentation with statistics:

• Make sure to show where your numbers came from. Like in the example, you should definitely cite your sources; they could be articles, research, a study, or a poll you conducted. Remember to ensure that you use reliable sources.
• Be careful about using too many statistics: Use just enough statistics to prove your point, but not too much that you bore the audience and end up sharing irrelevant information. You could end up distracting and distancing them from the main message.

Insight #6: Add an inspiring quote

When thinking about how to start your sales presentation, a quote might be an idea to consider. Especially when it comes from a renowned source, a quote can help give authority to your presentation . Letting your audience read and reflect on the quote can be a great starting point for a more engaging, participative presentation!

Check out the quote that Klima starts their presentation with . Just from the first slide, you can feel that your company, and the world, will be better once you start using their product:

Click here to view another great sales presentation introduction example.

Insight #7: Engage with your audience

Building rapport with your audience is one of the most effective ways to get them to listen to you. PowerPoint offers a wide array of options for making a presentation more engaging. Polls and quizzes are a great option to make your audience feel like an active participant .

How can you engage with your audience? Encourage them to talk, you can say something like:

“Feel free to jump in with any comments or questions at any time…”

“It would be great for this presentation to be a discussion…”

“You’re the experts in your business here, so feel free to share your insights..”

By opening your presentation this way, you’ll not only create a more friendly environment by inviting them to participate in the presentation, but also make them more receptive to learn more about the potential solutions you’ll offer.

You might also be interested in how to improve your business presentations .

The beginning of your sales presentation can determine the outcome

Preparing a sales presentation takes time and effort, and there’s no easy way around it . If you want to get the results, you must work on it first! There’s no one magic formula for learning how to start a sales presentation. But putting some work into it will definitely pay off. Whether through a quote, a story, or a poll, engaging your audience will help you get a better disposition toward the rest of it.

Don’t forget that the visual elements also play a huge role in your sales pitch first impression . Just like you should invest some time and effort in looking as polished and professional as possible, the same goes for your PowerPoint! Your presentation slides can become an exceptional tool to convey your message more effectively. Professional custom PowerPoint design can help you get outstanding results you couldn’t achieve on your own.

And, it’ll free you some time to invest in improving your delivery and content! Learning how to start a truly outstanding sales presentation is a process of trial and error. It’s all about defining your personal style, what works best for you and your product, and what values and messages you can convey through your slides.

Want to learn more?

• The Best Sales Presentation Services for Winning Sales Decks
• How to Create the Perfect B2B Sales Presentation
• +10 Sales PowerPoint Presentation Examples to Get Inspired!
• Top 20 Free Templates for Corporate and Business Presentations
• +20 Self Introduction PowerPoint Templates: Download for free!

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CST BLOG: Lab Expectations

The official blog of Cell Signaling Technology (CST), where we discuss what to expect from your time at the bench, share tips, tricks, and information.

• Career Development

How to Prepare and Deliver a Great Research Presentation

After months of running experiments, pouring over data late into the evening, and surviving on whatever snacks drift within arm’s reach, you’re about to present your research for the first time. You’ve memorized every detail, but the thought of facing a live audience still makes your palms sweaty and your knees shake.

Don’t worry, you’re not alone. Plenty of researchers would rather be knee-deep in experimental troubleshooting than face the unpredictability of a Q&A. In the lab, you know how to gear up when handling formaldehyde or BL-2 samples—if only there was PPE for the pointed questions from that one professor in the front row! 

All jokes aside, whether you’re preparing your first presentation for a departmental seminar or giving a research talk at a conference, the prospect can be a daunting one. But with the right preparation, you can turn your hard-earned findings into a compelling narrative. Many CST scientists regularly present at conferences, so we sat down with a couple to get practical advice on everything from preparing slides to managing anxiety.

Step One: Understand Your Audience and Tailor Your Narrative

Before you start, take a step back and think about who will be listening to your presentation. “Consider your audience before you make any slides—or even write your presentation title,” advises Richard Cho, PhD, Associate Director of Neuroscience at CST. “After you’ve spent so much time on a topic, it’s easy to forget that what’s second nature to you might be completely new to your audience and could require a quick introduction.”

This may involve adapting field-specific jargon or adding slides to explain unfamiliar concepts. For example, the presentation you’d prepare for a smaller, departmental seminar or a focused conference in your sub-field may look very different than what you would put together for a large international event.

Understanding your audience’s familiarity with your topic, along with their background, interests, and level of technical knowledge, will help you tailor your message so that it’s relevant and easily digestible.

Step Two: Craft Compelling Slides

Slides serve as visual aids to support and enhance your verbal presentation. A well-crafted slide distills your content into key points and provides your audience with attention-grabbing visuals. “Use as few words as possible in your slides,” recommends Virginia (Ginny) Bain, PhD, Group Leader of Immunofluorescence at CST. “Images and graphs are easier for an audience to digest than text-heavy slides. Then, when you do include words, they will be more impactful.” 

When designing slides, consider the size of the presentation space and ensure images are large enough to be seen by all audience members. A common stumbling block is trying to cram too much data onto a single slide.

“I’ve found nothing turns off an audience faster than feeling like they need to break out a magnifying glass to understand what they're looking at,” says Ginny. “Likewise, if you can, practice with the projector you’ll use during your talk to make sure it displays colors accurately—especially reds. Sometimes, you must add contrast to your images to ensure features aren’t lost.”

Finally, choose fonts and colors that make sense and carry the same elements throughout all slides. “Many organizations have slide templates that presenters can use,” adds Richard. “It’s worth asking if such a resource exists before you get too far along in assembling your presentation.”

The benefits of a well-crafted presentation are two-fold; first, it can act as a cue card to jog your memory as you are speaking, and second, the audience can glance at your slide if they fail to immediately catch your meaning. However, avoid the trap of simply reading full sentences or paragraphs directly from your slides. This is a surefire way to lose your audience, as they could simply read the information themselves.

Step Three: Engage Your Audience

In addition to producing slides that guide listeners through your talk, there are several techniques for keeping an audience captivated.

Storytelling

People think in stories, so one key to giving a great research talk is to tell a compelling story with your data.

“Before I start making slides, I like to come up with an overarching narrative in my head,” explains Ginny. “Of course, it always sounds amazing when I’m thinking about it, and then I write it down and realize where the holes are. However, this exercise helps me think through the whole story to identify areas that need improvement.”

It can be helpful to reflect on what excited you most about your research when you first started. What problem could your research ultimately help to solve? Why is it important? Weaving your research findings into the bigger picture can help capture your audience’s attention and make your presentation more memorable. 

“One pitfall I’ve seen early researchers fall for is a desire to share their findings in sequential order. Instead, it may make more sense to organize findings in a way that illustrates a story for your audience,” explains Ginny. “As I’m crafting my narrative, I organize my data in order in a PowerPoint or on a whiteboard to help identify the bigger picture before I decide what I want to show and when.”

Storytelling provides context for your research, making complex concepts more accessible and understandable to a diverse audience.

As you weave your research into a story, consider how it might challenge the audience's expectations and whether you can use the element of surprise as a hook. 

“In any good story, you’re going to have surprises,” explains Richard. “Surprises can be unexpected findings, counterintuitive results, or intriguing anecdotes that challenge conventional wisdom.” If there’s a way to do so, including surprises in your presentation can add intrigue and excitement to your talk and can spark lively discussion and debate.

“One tactic I’ve seen used successfully is to pose a question near the start of your presentation and imply to the audience that the answer might surprise them—but don’t give them the answer right away,” says Richard. “Then, later in the presentation, circle back to that question.”

Step Four: Practice, Practice, Practice

To enhance your presentation skills, it's essential to embrace practice as a critical component of preparation. Before you start, consider the format of the event and your time allotment and tailor the length of your presentation accordingly. For example, at large conferences, a moderator will often be responsible for keeping speakers on schedule, and questions are usually held until the end. In other settings, you may have more time to spend on storytelling and engaging with the audience. In those cases, it may make sense to build in extra time for questions. As you prepare, timing your practice sessions can help you pace your delivery to account for different formats.

Blog: Networking at Conferences: Five Tips for the Introverted Scientist

“Practicing your presentation is so important,” stresses Ginny. “I start intensive practice a week before my talk, which for me means giving the presentation a few times each day. Finding time to do this can be challenging, so I also rehearse while doing other things such as commuting or cooking dinner. Practicing like this has the added benefit of helping me learn how to recover when I get distracted or slip up.”

The number of practice sessions you’ll want to conduct can vary depending on a number of factors, including the length of your talk and the amount of time you have to prepare. Practicing at least three times is generally a good goal, with at least one of those practice sessions in front of a live audience. This allows you to  familiarize yourself with your content, refine your delivery, and identify areas for  improvement.

As you practice, get feedback on your presentation and delivery. “Opinions from your lab mates or colleagues are invaluable,” highlights Ginny. “In my experience, they often have great insights. I usually start this process early so I’m not trying to force last-minute changes that could throw me off.”

“It’s also important to get feedback from different audiences,” adds Richard. In addition to experts in your field, consider inviting peers from outside your lab, or possibly from a different research speciality, to learn to articulate messages in different ways.

When your presentation is refined, “print out thumbnails of your slides or make a PDF for your phone,” advises Ginny. “Having your slides handy for reference makes it easier to carve out moments to practice while you’re doing other things.”

Staying Focused on the Big Day

Throughout the process, remember that mastery is a journey, not a destination. Trite as it may sound, mistake-making is central to the improvement of any skill. Even well-established speakers get nervous and make mistakes. 

“When you feel anxiety creeping in, ‘square breathing’ is a powerful tool for self-regulation and has helped me,” remarks Ginny. “Focus on breathing in for a count of four, holding your breath for a count of four, exhaling for a count of four, and holding again for another count of four.”

Be flexible and recognize you might not get to every point you want to cover. “It's very common to get excited and gloss over something you planned to talk about in detail,” says Ginny. “Try not to let this distract you when it happens!”

Finally, Richard suggests remembering “that we’re our own worst critics. But the truth is, the people who are watching are there to help and want to learn your story. Excitement is contagious. More often than not, if you bring your enthusiasm to your talk, your audience will be excited and supportive as well.”

So, as you step out onto the stage, trust in your preparation, try to relax, and enjoy the rewarding experience of sharing your research with the world.

Additional Resources

Check out some of the other blog posts for more career development insights:

• How to Perfect Your Elevator Pitch
• A Guide to Successful Research Collaboration
• Navigating the Many Forms of Scientific Writing in Academia

Alexandra Foley

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11 sales contest ideas: A guide to running sales competitions

Sales is a naturally competitive role that attracts people with a competitive spirit. If you run a sales team, you’ll likely find there are times when you need to inject that extra boost of competition into your team culture. A sales contest or competition is often the best way to harness your team’s enthusiasm for victory with healthy team rivalry. 

In this article, we’ll explore when might be a good time to run successful sales contests. We’ll also give you some ideas for sales competitions you can run in your team today. 

When should I run a sales competition?

Sales contests can be particularly useful if: 

• Morale is low, and you want to give people a boost (especially during an economic downturn)
• You’ve launched a new product or service, and you want quickly to get as much traction as possible 
• It’s your peak sales season, and you want to make the most of every opportunity

Every sales professional – from the bright-eyed, optimistic rookie, to the grizzled, lone-wolf veteran – can occasionally use a boost of motivation to improve their performance. Like anyone, even seasoned sales professionals can experience career lulls. Sales competitions are a great way to get your people out of a rut. 

Remember not to exclude your most senior, highest performing, or even junior salespeople from these contests. Instead, you should hold various sales competitions (like the ones described in the next section of this article) which allow everyone to take part – and win! Not just the top earners. 

11 sales contest ideas and examples

Chances are, you already have incentives like commissions or bonus plans. A good sales contest shouldn’t only focus on the top sellers. Use your sales performance incentive fund (SPIF) to create a contest that everyone can win based on their strengths and contributions to your team’s overall success. There are other important metrics your sales competitors can track and reward. 

Here are some sales contest categories for sales managers to consider, along with some guidance on how you can run them in your business:

• Customer retention or winback – It’s well known that acquiring new customers is more costly and challenging than retaining existing ones. This means recurring customer revenue is the company's lifeblood. A Forbes article reports that customers often need to subscribe to a product for between one and five years  before contributing profit to the company. It makes sense that salespeople responsible for the most renewals deserve recognition and reward, making them feel appreciated and acknowledged for their efforts. If you're considering a Customer Retention or Winback contest, you can set up Renewal Rate and Winback dashboards in your CRM platform like Salesforce, HubSpot, or Pipedrive to track the effectiveness of account managers in nurturing customer relationships and preventing contract churn.   
• Freshman or Newbie of the Year – I recently worked for a company that recognized promising first-year salespeople who may not have the highest closed revenue numbers. Still, they demonstrated they could generate opportunities, win the trust of partners and prospects, and close a respectable amount of business along the way. The Trailblazer of the Year prize was highly coveted by newcomers. A separate “Rookie Leaderboard” can help track progress here.  Rewarding top new hires based on a combination of sales KPIs like CRM activity statistics, pipeline volume, and lead response times might be your best bet for this sales contest, especially if your products and services have long sales cycles. 
• Top case study earner or positive customer review generator – Success stories and positive reviews are valuable social proof for companies across all industries. Customer video testimonials, success story one-pagers, and reviews on websites like Capterra, G2 and GetApp are powerful sales enablement resources. Gaining enough trust and loyalty to convince a client to go public with praise for your business can pay dividends for years to come. You’d be surprised how happy most marketers are for a chance to speak with customers. Especially ones like me who used to be sales reps themselves.    Sales reps can earn points or digital badges for each customer review or testimonial they obtain, with additional bonuses for high-quality or video testimonials. You can determine how many points a review should rank vs testimonials and written case studies. 
• Top Upseller and Cross-Seller – Your most experienced salespeople have likely figured out the best ways to increase the value of deals, by selling add-ons like premium support, consulting and training services. Running a sales competition based on successful deal value upgrades will shine the spotlight on seasoned salespeople, and set an example for others.  Create a sales leaderboard that is connected to your CRM and tracks how many deals include professional services, add-on modules, or even top-tier subscriptions. Celebrate your reps who go the extra mile to increase deal margins and revenue.   
• Most Resilient or Most Improved – Everyone loves a comeback story or a tale of someone who faced great adversity but succeeded anyway. Have you noticed the performance of some of your core salespeople has taken an unexpected turn? Coach them to uncover why their performance is lagging and reward them when they get back on track. When economic or competitive factors threaten your deals, rewarding reps who persevere and find ways to win deals can be a great motivator for all.  Let’s say one of your mid-to-top-tier sales reps had a rough quarter (or two) but rallied to hit quota late in the year. Rewarding their tenacity based on quarter-over-quarter CRM data is a great way to motivate others to persevere when every deal matters.  
• Most Productive Salesperson – Some salespeople are hunters chasing down big deals, and others are farmers who keep existing customers happy and often sell add-ons or value-added services. You can track the achievements of these team members with digital badges or virtual trophies as they pass performance milestones. Building relationships, meeting customers, building pipeline and presenting solutions require lots of time and energy. Even if a sales rep isn’t the top seller in a quarter, they may be destined for a great one down the line. If you reward the effort behind the results, it helps your team focus on hunting for orders instead of waiting for bluebirds to drop in their laps. 
• SalesOps Awards – For many companies, getting a sales order from a customer is only the beginning of processing a transaction and recognizing the revenue. Ensuring contract terms (like payment and shipping terms) are acceptable and pricing approvals are in place can often tie up deals at quarter or year-end. Rewarding salespeople for consistently bringing in audit-worthy business with healthy margins is another great way to reward good behavior and encourage continuous improvement. 
• Buzzword Bingo – Salespeople are always encouraged to listen to prospects and customers actively and not to use jargon or acronyms in case they might be confusing. Motivate your sellers to listen to customers attentively by having them check boxes whenever a customer uses keywords during conversations, especially words that signal they see the value in your products and services, and a deal may be on the horizon. 
• Raffles – Randomly rewarding your sales team with raffle tickets for a job well done (like closing a deal over a certain clip level, earning a positive customer review, or being an asset to the team) is a great way to boost morale.  Awarding a virtual trophy or ticket every time someone goes above and beyond can build suspense up until a weekly or monthly draw can build your team’s appetite for greater rewards for bigger contests. 
• Team-Based Contests – Individual competitions and prizes are one way to promote healthy competition, though pitting groups against each other is a great way to foster relationships and shake things up. It might help new hires get into the winners’ circle and build a taste for victory.  Depending on the size of your sales team, it could make sense to run a “ Team A vs Team B ” contest once in a while. I remember a sales contest like this we held for a software company I worked for, where each team had a couple of senior account executives, a few sales development reps, a customer success manager, and a premium support rep. The shared victory helped multiple territories and lines of business to meet their numbers instead of limiting the success and celebration to one or two. 
• Team Mate or Mentor of the Year – Recognize the members of your team who go above and beyond by helping their peers with proven tricks of the trade or even helping out on sales calls. This kind of recognition demonstrates you recognize signs of leadership and may motivate team members to aspire to a career path within your company. You can track peer nominations quarterly or annually on a shared dashboard.  Many companies have peer appreciation programs with small tokens of appreciation awarded to those who support their colleagues. Set up an Airtable form to collect nominations, and then track their peer awards throughout the year to recognize those who realize there’s “No I in Team.” 

The power of sales gamification

Sales contests are great motivators, and go beyond traditional sales commissions or bonuses that are usually paid monthly, quarterly, or annually. They also create friendly competition between your team and incentivize reps to increase their activity level and strive for customer satisfaction. I remember the excitement I felt when I was getting close to qualifying for a President’s Club trip. 

Psychological benefits of sales contests include:

• A sense of accomplishment and recognition for the winning or top-performing reps
• Social connections between teammates can emerge from the competition. 
• Reduced stress can result when work feels less like a grind and more like a competition.
• Increased focus and skill retention—Make tools like sales playbooks, competitive battlecards, or performance dashboards an integral part of the contest. If these resources help your sellers succeed in the contest, they’ll learn to make them part of their regular arsenal. 
• Improved feelings of engagement and pride for continuously improving in many sales 
• It can be challenging to shift motivation into a higher gear. Sales contests can remind your team what it’s like to perform at their peak and return to their winning ways.  

Sales reps often admit they are “coin-operated,” meaning monetary rewards are high on their priority list. Others are more motivated by merchandise prizes, executive recognition, or experiences like travel or outings for their family. 

Use dashboards for TV or desktop

A custom, real-time KPI dashboard can bring your sales contest to life by displaying competition metrics and rankings. By embedding the dashboard into the tools you use (such as Slack) or displaying it on a TV on the office wall, you will ensure that the contest is constantly top of mind. 

This is also a great introduction to the power of performance dashboards in your everyday sales. Helping reps become more aware of their KPIs helps them focus on improving them.  

With Geckoboard, you can build a KPI dashboard to support your contest in minutes. It integrates with Salesforce, HubSpot, Pipedrive, spreadsheets and over 90 different data sources. 

Implementing gamification and competitions: Best practices

Before you start your next sales contest, make sure you: 

• Have fair and transparent competition rules in place. Integrate your competition dashboard with trusted data sources like your SaaS CRM app to minimize any doubt that the results are authentic. It helps to keep dashboards updated with real-time data.
• Encouraging team participation and feedback. Don’t assume what motivates your team; ask them what incentives would drive them to increase their activity levels and focus on generating better outcomes. 

I worked in business development for a company whose motto was Management by Measurement, which was integral to their business practices. Deciding on your team’s most important performance metrics and ensuring they are trending in the right direction is crucial to your company’s growth.  

Ready to make sales team competitions part of your sales culture?

Helping your sales team compete in healthy ways within your company can help you identify your peak performers and those who need coaching or mentoring. Sales commissions and bonuses are a powerful performance motivator. Yet many sales professionals of all experience and skill levels need a boost of adrenaline now and then to keep their motivation and activity levels high.  

Supercharge your sales team’s motivation and performance. Start planning a series of sales competitions to track and reward your sales team and make them feel valued and driven. For more information about Geckoboard sales competition dashboards, visit our dashboard examples page.

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