Sales Presentation Techniques – Can You Tell A Story?

sales-presentation-skills-trainingOf all the sales techniques we put into practice, few work as well as a powerful story. We can all quote statistics and tie them to a prospects needs. We can find their pain points and hammer away at how our products and services meets their needs. We can support our sales presentations with enthusiasm, professionalism, and a slick slide show. While this is all great, and necessary, a good story trumps it all. Why is this…?

The short answer is that our prospects are not likely to remember data points or fancy presentations – they will remember a story. Stories are a fantastic way to communicate a sales presentation in a way that’s interesting, memorable, and fun. Stories allow us to set the stage, create the characters, and, most importantly, deliver the desired conclusion. If we can create a story around the needs of a prospect, we can ensure our sales points are understood and have impact. Here’s an example…

During a sales call to a prospective client who was considering buying leads from our organization, I related a story to him about a similar business owner I had recently worked with. I told him about his business, and how they had struggled to find new customers and to keep themselves at capacity. They were debating laying off sales people and seriously worried about the future of the business. Despite all this, he decided to work with me. A few months later, I ran into him a trade show. He thanked me for “persuading” him to use our service, and told me they had already doubled their sales and were on pace to continue huge growth through the end of the year. He was able to keep his employees and is actually looking to add more.

This simple story centered around my prospects pain. He instantly identified with it! He asked me a few questions after which HE asked me how he can sign up and get started.

Few prospects are interested in watching bullet-point-riddled PowerPoint presentations. They don’t want to be “sold”. Tell the story that solves their pain, and let them make the sale for you. For a helpful guide to creating a sales story, see post Sales Presentations

What do you think? Share your sales techniques with us!

By Theo/DH

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