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How To Tailor Your Presentation To Clients | Presentation Skills Training


How To Tailor Your Presentation To Clients | Presentation Skills Training

One of the biggest mistakes poor salespeople make is talking too much. They launch into a “feature dump” covering a litany of features, but a truly persuasive sales presentation is nothing more than a conversation with a specific agenda. It is a process of discovering what your prospects want, need, and are concerned about, and relating these to the particular aspects of your product or service.


If you have four sales appointments today, each presentation should be totally different. The structure might be similar, but the content should be specific to the customer. A good sales presentation:

  1. Is brief and focused.

  2. Comes from the prospect’s perspective—not yours or the organization’s.

  3. Is an interactive, two-way conversation.

  4. Blends the right amount of emotional appeal (customer benefits) with logical reasons to buy (features and product benefits).

  5. Involves the prospect, allowing them to develop some ownership of and comfort with the product or service.

  6. Ties the customer benefits back to their dominant emotional buying motive.

  7. Tests the attitudes or acceptance of the prospect with assumptive phrases and trial closes.

  8. Approaches the prospect from their personality, style, and comfort level.

  9. Is tailored, tailored, tailored.

An effective sales presentation is not an “unloading” of information on the prospect. Remember, if a prospect knows what you sell and will see you, he will buy. If he doesn’t, it is because you missed something!


Turn It Around

Tailor each presentation to the client’s specific desires.

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