Presenting & Selling

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Presentations serve a variety of purposes.  They can be used to inspire and motivate people or they can be designed to convey information formally (as in a lecture) or informally (as in a team briefing).

But most often, they are used to promote a product, service, or idea, or to persuade stakeholders about a particular course of action.  In other terms, whether overtly or covertly – most presentations aim to sell.


  1. Sell benefits, not features

The presenter must centre on what matters most to the buyer – general discussion won’t do.  Talk about specific benefits.  How does the product or service help to solve a problem or improve a situation?

  1. Believe what you are saying

An animated, enthusiastic presentation is a must.  Buyers do not want to buy from someone who does not appear fully committed to the product, even if it is relevant to their needs.

  1. Expect to close

If the presentation is effective, the decision to buy, or buy in, is a natural step.  Be prepared to ask for some kind of commitment and agree to take immediate action, even if it is only setting up a further meeting.

  1. Show, don’t tell

Visual representations and physical demonstrations bring sales presentations to life.  People remember what they see and do for themselves, so be creative.

  1. Know your stuff

To establish your credibility, you need to know a great deal about your product or service.  As well as handling general, predictable queries, be prepared to demonstrate your knowledge in every respect.


Reference:  Aileen Pincus

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