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4 MIN. READ
You've finally made it past the gatekeeper. Now you're in a room with the people who will decide whether to sign on the bottom line or politely thank you for coming in. This presentation will have to make your case. What are the elements that will spell success?
In the industrial sector, your prospects won't be responding to an eye-catching display or attractive packaging. They need products and services that address their pain points. It's up to you to build trust that convinces them your offerings will do just that. Your presentation must communicate the following:
● Importance of the meeting.
● How you can solve their problem.
● What they can expect from you and your company.
You can move forward once you've used these points to establish a relationship. To make your presentation convincing, you must be fully prepared. Before making a purchase, particularly one expected to have a long life, a manager or foreman will have operational questions. To make your sale, you must respond to them with expertise. Your answers may involve the use of slides, known as a sales deck, video or a model. If appropriately crafted, these will draw potential buyers in. If not, you've lost your sale.
If the three keys to selling real estate are "location, location, location," the keys to a B2B sale are "research, research, research. Understand what works for your prospect company and what doesn't. Once you have a firm grasp of the problems your product or service will fix, you can present a "value proposition" that makes it clear a purchase will be in your target's best interests.
For example, if a company is losing sales due to a lack of ISO certification, you can present a program with which it can most rapidly and efficiently obtain it. Perhaps a competitor delivers orders in a more timely manner than your potential customer. You might present solutions that will speed up production, packaging or logistics. For any challenge, you offer the buyer the opportunity for enhanced revenues by doing business with you. In addition to your clients' pain points, you must also gather information on their expectations and preferences. By pursuing this path, you can present your offerings as not only a solution but one superior to what they would receive from your competitors.
Obviously, your final objective is to make a sale. However, you may have an intermediate goal, such as setting up a demonstration or scheduling a meeting with a colleague with specialized knowledge. The objective of your presentation should align with your client's needs. When you've explained the synergy of your shared goals, you'll want to complete your presentation with a call to action (CTA). Your CTA should summarize your main points and clarify how the client should proceed.
If you don't start by engaging the client, the rest of your presentation will fall on deaf or distracted ears. Reveal a breaking industry development or find a quote or anecdote to excite the listener. Don't confuse your audience or allow its focus to wander. Present your information clearly with a logical flow.
Telling stories will pique your audience's interest. These narratives can feature current events, accidental industry discoveries, or testimonials about how your company came to the rescue in a crisis – whatever keeps attention on you. If you use a deck, video or models, incorporate them effectively. Don't drone on regurgitating the contents of your slides. Point out how your visuals relate to your client's situation.
Compelling content will start strong and stay that way. It will address your client's pain points and communicate your solution clearly and concisely. Your content should also provide the data to back up your claims. Your well-rehearsed presentation will anticipate objections and answer them before they're voiced. When you arrive at your CTA, all eyes will still be on you.
Some people are naturally better speakers than others, but if you weren't born charismatic, you can practice the skills to hold the audience's attention. Remember to smile and make eye contact. Try varying the speed at which you talk. Keep your body language open and confident. Avoid crossing your arms, putting your hands in your pockets or pacing. Most of all, relax, breathe and enjoy your audience's attention.
When you choose your visual aids, make them count. If you are lucky, your company may have an art department to assist you with design. If not, many vendors offer templates to design slides. You can edit them to make your presentation professional and specific to your pitch. You'll want to incorporate your company's advantages and distinctive branding. No one enjoys squinting at a screen. If you are using infographics, charts, or graphs, they should be easy to read.
Not even a Jeopardy champion can remember everything all the time. Still, the more you practice, the more ingrained your presentation will be in your mind. Practicing in front of a mirror can help, but it is challenging to detect our failings. Ask a colleague or mentor for feedback to smooth out the rough edges.
No matter how well you put your presentation together, you must be prepared to deal with interruptions. You might hear, "I like your product, but we haven't budgeted for it," or "I don't have time for this." Be gracious, but also be prepared with strategic rebuttals such as financing options or the time your product will save. Your confident responses can prevent a presentation from turning into an argument.
You'll be closing your presentation with a strong summary and a CTA. Then what? Follow up immediately with a call, personalized note or email to keep yourself and your company in front of the client. Supporting the relationship will keep the door open to a current or a future sale.
Your industrial presentation should be crafted for a specific audience. You should identify a client's pain points and present solutions. Your visuals and demeanor should create a positive impression and establish strong and lasting relationships with your clients. Practice and seek feedback for continuous improvement. You'll see the results in closed deals. No one hits a home run every time, but the best sales presentations B2B will forge the relationships you need for long-term success.
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