What is an effective sales presentation? It is one that generates a clear call-to-action that eventually leads to a sale. Is there a theme, across all products and their target audiences, on how to deliver this presentation? The answer is absolutely yes.

Let’s use Socrates as an example… despite his foundational place in the history of ideas and thought, Socrates actually didn’t really write anything. Socrates radically and skeptically claimed to know nothing at all except that he knew nothing!

How does this fit into creating and delivering truly effective customer presentations? Knowing that Socrates knew nothing, he really spent his life asking questions.

Say for example he was meeting a potential customer who did not understand why they might need a product or service that he was offering. He would no doubt ask them questions about what they did, how they did it, why they did it and what their needs and desires were. Through their answers, he would lead them to understand why they would need what he had to offer.

The key here was that he did not at any stage tell them what he was offering or what he could do for them. To use his original assertion, he did not actually know if the customer needed or wanted what it was that he had.

Know what your customer wants

So not knowing what your customers really want, why do business owners in Las Vegas deliver presentations about their capabilities?

So what is the secret of creating an effective customer presentation then? The key is to be unique in what you present and make your presentation truly relevant to your potential client. You must address their specific issues, concerns and desires, and offer solutions to solve their problems.

Ask yourself

What is your customer’s key problem or need (obviously this would be something you can help with)

If their problem was solved, or their needs fulfilled, how would that help your customer in the long run? Would it save them time? Money?

How do value this savings of time, money or resources?

What happens if your customer did NOT have their problem solved?

Why have they not yet been able to solve their problem themselves or with another vendor?

Once all of these questions are answered, you can go on to tell a customer how you can help and why you’re the best candidate to help them. Next, outline an implementation plan of what needs to be completed, a timeline, and budget to help them get to their goal.