When creating a sales presentation using a powerful application like PowerPoint, it’s tempting to run the program and explore all of the cool slides that you can create. The animations and slide transitions are fun. So, too, is the ability to add music and videos to your sales presentation. By contrast, the text of your sales presentation, and the supporting images, are dull and boring.
Resist the temptation to focus on the technology. You won’t close the sale by creating a stunning slideshow. You’ll only sell your product or service if you create a powerful, cogent presentation about the benefits of the product or service that you sell. And that requires a well-written, well-illustrated set of PowerPoint slides.
The goal of your PowerPoint sales presentation is to sell product or service to your prospect. Your entire slideshow has to lead your prospects, step by step, to make a buying decision. Avoid the temptation to create dazzling special effects that become the center of attention.
Your PowerPoint presentation has to match the product or service that you’re selling:
At the end of your presentation, the decision-maker in the audience might say, “Wow, that was a beautiful presentation.” If so, then you’ve failed. You’ve impressed your prospect with your ability to craft a visually appealing PowerPoint sales presentation. But you didn’t convince her to buy your product or service. You didn’t focus on the prize.
You may be selling a complex retirement investment package. But you cannot assume that your prospects understand the language of finance and investments. You need to translate your sales message into the language understood by the audience that you’re addressing.
If the vacation package that you’re selling is designed to appeal to young single people, then you have to speak to them in a language that they’ll understand. A safe choice is to speak in conversational English. Use common words to form short, clear sentences. A risky alternative would be to try to speak to people in their teens and twenties in a language that they would find natural. Be aware, however, that middle-aged people who try to talk like teenagers often sound ridiculous. You’re not going to sell any product or service if your sales presentation is viewed as contrived and insincere by your target audience.
If you’re selling computer services, you cannot assume that your audience is computer literate. Tech talk will confuse non-technical people. And confused people won’t buy the product or service that you’re offering. You sell business software to business people by speaking in plain English, and not by using computer jargon.
PowerPoint is a superb software application. But it shouldn’t be the focus of your sales presentation. Use PowerPoint as a tool. Create a professional presentation with clear text and graphics. But focus on the sale, and not the technology.
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