We make lots of presentations but they go no further than that

We believe that there are two types of presentations, sales presentations and marketing presentations.  They are both equally valid but serve a different purpose and come at different stages of the sales process.

Marketing presentations come early in the sales process and are delivered to inform the customer of what you do. If you just deliver the presentation and then leave, the chances are that nothing will happen. You may have informed the customer but unless they realise what it means for them, you are unlikely to hear from them again. You need to use the presentation to start a conversation. You presentation should be more about the problems that you solve and the ways that you help your customer than about your product. You can then use it to discuss your customers issues, how are they dealing with them? Use your presentation to get the customer talking and you will learn all about their needs and then determine how you can help them. If you can explain how you can help them, you can be sure that they will want to continue the conversation.

Sales presentations come towards the end of the sales process.  At this stage, you should already have determined the customers problems and delivered a proposal.  The client should have made an emotional commitment to the solution. The purpose of the presentation is now to provide the logical validation of the client's emotional decision.  You are providing the proof that your solution can do what you have claimed it can do.  The presentation should be written specifically for this client.   After the presentation, you should be seeking the client's commitment to purchase.

Unless you have completely understood the client's problems, then you can only ever make a marketing presentation.  You need to determine their needs through questioning before you make a proposal and before you ever make a sales presentation.  Expecting a marketing presentation to create a sale is unrealistic. 

Suggested training includes How do I deliver a great presentation?

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