presentation skills in sales

15 Sales Presentation Techniques That Will Help You Close More Deals Today

Updated: June 01, 2022

Published: May 31, 2022

Hate the thought of doing sales presentations ? You’re not alone. But the best reps have sales presentations down pat, even if it’s not their favorite activity.

The best sales reps know that, when done right , sales presentations are a high-earning skill.

So, let’s hone that skill with simple sales presentation techniques that communicate an irresistible narrative and get buyers to close.

Sales Presentation

An effective sales presentation tells a compelling story, highlights your value proposition, and aligns with your audience's needs and desires. It ends with a strong call-to-action and leads prospects to your differentiators instead of leading with them.

As it can sometimes mean the difference between closing a deal or losing a customer, you definitely want to get your sales presentation right. There are strategies and tips you can follow to ensure your sales presentations are effective, memorable, and engaging. Let’s go over them below.

Sales Presentation Methods

1. structure your presentation. .

Guiding your prospects down a clear path is key to a successful sales presentation. You’ll follow a logical structure, and listeners will understand how each element of your presentation relates to one another, rather than them having to piece together disjointed information on their own. 

There are times when flipping the structure can add unique elements to your presentation, though, and we’ll discuss this further below. 

2. Use data visualizations. 

Using visuals, like charts and graphics, to supplement your message is a valuable way to showcase your content in an easy-to-understand format as they make your words more impactful. 

For example, if you’re selling SaaS that helps users organize their sales process for a shorter cycle, you can create a visual that displays the average length of your clients’ sales cycle vs. those using other tools. 

By doing this, you’re adding extra emphasis to your words with a visual picture, and a bonus is that visuals are more likely to stick with your audience and get them thinking versus just hearing you talk. 

3. Rely on spoken words — not text.

If your presentation slides are text-heavy, prospects may get caught up reading the words you’ve written instead of listening, causing them to miss out on the value you’re sharing. Aim to include less text by calling attention to the most significant elements with short bursts of text that you supplement with your words. 

In addition, when you have less text on your slides, you may be less inclined to just read from them, which can be a bad part of presentations. You’ll have to speak instead of relying on written content. 

Let’s go over some sales presentation techniques that, when paired with the three methods above, will help you nail it every time.

Sales Presentation Techniques

1. send your buyer the presentation deck before your call..

You might assume that sending a buyer a deck before a call is like revealing whodunnit on the cover of a murder mystery. No one will pay attention to the rest of the book, right? 

When the Gong.io team started sharing our deck before opening sales calls, we learned it was a winning move. 

If your deck is compelling, prospects will want to get into it with you, even if they know the main point. Together, you can dive in, dissect the good bits, and talk through questions. It’s going to be a juicy conversation, and they know it.

Then, you can begin the conversation during your presentation with a statement like, “Based on the information in the deck I sent, where should we start?”

2. Invoke self-discovery.

It’s tempting to stick to a positive linear story during your sales presentation. That usually invokes talking about benefits, outcomes, and desired results. But, that approach isn’t always the best. 

Before discussing solutions and results, you must understand your prospect's problem. More importantly, you have to be sure your prospects understand the problem. 

Self-discovery is the ticket that gets you there. Instead of telling the buyer what the problem is and how you’ll address it, get your buyer to connect with the problem on their own. 

3. Talk about Point A. Don’t skip to point B.

This is 100% linked to the tip above. There’s a problem (point A) and desired outcome (point B). Point A is the status quo. It’s a problem your buyer will continue to face if they don’t make a change. 

You can stand out by focusing on point A, as talking about a pain point is shockingly more effective than talking about positive outcomes. 

Make your buyer feel the pain that results from the status quo. Convince them the pain will only worsen without your solution — because you know that to be true.

You should only talk about benefits once they’re on board with that line of thinking. Urgency is what allows benefits to land. Without urgency, benefits are just happy points that hold no real meaning.

4. Insight is your #1 lead story.

Buyers are experts on their circumstances, but they want insights into their situation from you. 

You’re most likely to impress a buyer by telling them something new about themselves, as your offering is a unique insight into their problems and opportunities.

Check out this TaylorMade video. It’s a bang-on example of how to lead a presentation with insight, and then move on to your product’s strengths:

You learned how to get more distance from your golf swing (an insight into what you’re doing). Then you learned how that’s supported by the product’s particular strength.

Insight comes first. It changes how your buyers think about the problem your product solves. Only then benefits can land effectively.

5. Don’t lead with differentiators, lead to them.

At Gong.io, we’ve taught our sales reps to speak with buyers about a critical problem only we can solve. It’s the delta between top producers and the rest of the team.

• "The numbers from your top reps are fantastic."
• "The downside is they’re annulled by everyone else who’s missing their quota."
• "Your team goes from outstanding numbers to breaking even or missing quota. Both of those options are unsustainable."

We only introduce our key differentiator once the backstory is clear and the buyer gets it. Then, our reps say something like this:

"Gong is the only platform that can tell you what your top reps do differently from the rest of your team. We can tell you which questions they ask, which topics they discuss, when they talk about each one, and more."

See why we lead to our differentiator, and not with it? It just wouldn’t land the same way if we started with the differentiator. In fact, it might not land at all.

6. Focus on value, not features.

Gong.io research found that focusing on features over value is not impactful. Prospects, especially decision-makers, want value propositions about how you’ll help them solve their problems rather than an overview of the features they’ll get. 

7. Flip your presentation.

he next, eventually achieving a shiny, final outcome. This isn’t always the best strategy. 

Instead of building up to the most significant and impactful part of your demo for your prospect, begin with the most valuable part, which is how you’ll help them, and let the conversation flow from there. 

There’s one other tactic underlying it all: The best product demos start with topics the buyers highlighted on the discovery call . For example, if the buyer spends 4 minutes talking about X and 10 minutes talking about Y, you want to begin with Y, as the buyer has demonstrated that they’re heavily interested in Y. In the opening section of your presentation, address the biggest issue from discovery. Address the second biggest issue second, etc.

It’s called solution mapping, and it’s going to change your sales presentation process forever. Stop saving the big reveal for last. Stop building anticipation. Start with the good stuff. Let it rip right out of the gate.

8. Turn your presentation into a conversation.

If you sensed we were looking for a two-way dialogue during your pitch, you’re right. That’s a relief to most salespeople, especially the ones who hate delivering traditional presentations.

A two-way dialogue is going to make your pitch feel more natural. To do this, Gong.io says to get buyers to ask questions by giving them just enough info to inspire them to ask more questions and keep the conversation going. In fact, top performers ask fewer questions because they don’t bombard prospects with too much information but instead give buyers just enough information to have them ask questions. 

Long monologues won’t help you have real conversations with your buyers. Instead, aim for a great two-way conversation. 

9. Mind the 9-minute period.

This tip is crisp and clear: Don’t present for more than nine minutes. Gong.io data supports this. 

Presentations for lost deals last an average of 11.4 minutes. Why do they go so poorly? Because it’s hard to retain attention. If you do go longer than nine minutes, switch it up. 

Vary something that re-captures attention and keeps people engaged. Change channels by doing something like switching up who’s speaking in real life or on video. This can rest your clock to zero, and you’ve got nine more minutes for the next portion of the show. 

10. Be strategic with social proof. 

Social proof. Best friend or worst nightmare? It can be either one, so use it carefully. For example, generic social proof (i.e., naming impressive clients for brand power alone) is a disaster. Buyers might not identify with them. Sure, they’re dazzled, but they may not see how they relate to your current client.

An effective strategy is to reference clients similar to your buyer, with the same pain points, challenges and needs that they can relate to. You can tell an accompanying story about the client and their pain points, helping the buyer see themselves in the story you’re telling.

11. Talk price after you establish value.

Would it surprise you to know it matters when you talk about certain topics? It can actually affect whether you win or lose a deal. Pricing is a great example of this principle.

The top salespeople wait to talk about pricing. They know it’s important to demonstrate their product’s value first.

Set an agenda at the start of your call so your buyer knows when to expect a pricing discussion. They’ll be less likely to raise it early, and if they do, you can refer back to the agenda.

Open with something like, " I’d like to talk about A, B, and C on our call today. Then we can go over pricing at the end and -- if it makes sense for you -- talk about next steps. Does that work for you?"

You’re all set.

12. Reference your competitors.

Our data shows that you’re more likely to win a deal if you talk about the competition early in the sales process instead of ignoring them completely.

For best results, practice this during your first sales presentation. Waiting until the end of your sales process puts you into a dangerous red zone. Your buyers will already have formed opinions, and they’ll be harder to change.

In other words, at the end of the day, buyers will justify a decision they made early in the process, which is why it’s critical to set yourself up as the winner early on. Talk about the competition in your presentation. Put the conversation out there. Get your buyer to see you through that lens, and you’re golden.

Over To You

You now have 15 new tips and techniques to throw down this quarter. Many of these data-backed moves come from Gong.io’s own findings and have proven to be effective for us. Implement them, and I know you’ll boost your numbers.

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7 Tips for Successful Sales Presentation Skills

The traditional sales pitch has changed. Here are 7 tips to improve your presentation skills and turn your sales pitch into the conversation your customers want to have. 

Salesforce Staff

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The sales pitch has changed. And not just because it’s more likely to take place virtually than in a meeting room. Gone are the days of throwing information at your customer, wowing them (or baffling them) with pithy one-liners, then sweeping triumphantly out of the room. The pitch is no longer your mic drop moment. Rather it’s a conversation with the customer that should resonate with them long after you’ve had it. 

Key to getting it right is keeping your audience engaged. Listen. Ask questions. Offer real solutions. The longer you can keep their attention, the higher your chances of winning them over. 

Use these tips to create a sales presentation that will do exactly that.

1. Do your due diligence with customer research

Research is critical. Without it, you won’t understand your customer well enough to know what matters to them, let alone sell them your product. And with 88% of reps saying current economic conditions make it important to anticipate customers’ needs , you don’t want to be caught off guard. 

Well before your presentation, find out everything there is to know about your customer’s company, industry and competitors. When it’s time to pitch, your understanding of the customer and the landscape they’re operating in should be second nature. 

High performing sales teams are using AI to supercharge their insights into customer behaviour and preferences. The right technology can be a great sidekick when it comes to perfecting your pitch.

2. Talk to the right audience

The best presentation in the world will go to waste if it isn’t delivered to the right audience. Find out who the decision maker is. Who is actually going to approve the purchase? No one wants their time wasted.

3. Offer a solution

If you’ve done your homework and asked the right questions, you’ll know what problem the customer is struggling with. Now is your chance to acknowledge it and share a solution. Tailor your pitch so it speaks to the unique challenges of the particular customer and show them how your product can meet those challenges. 

Your pitch should be different every time you deliver it because every customer will have a different problem they need to solve. They won’t be interested in why you think the product’s great or why other customers like it. They want to know how it can help them.

4. Be ready to overcome sales objections

Fine tune your sales message so it addresses potential objections before they arise.  

The most common sales objections: budget, authority, need, and time (also known as BANT). Make sure your responses show value to your buyer. For example, does your customer currently use a competitor’s product that is similar? If so, demonstrate the features that differentiate your product. Are they struggling with their budget this quarter? Highlight the ways in which your product will save them money.

Your responses will sharpen over time as you receive more feedback. In the meantime, use your knowledge of the customer and the product to be prepared for the inevitable “buts”.

5. Listening skills are your key to success

It’s tempting to be married to your script and to race through it without drawing breath, let alone letting your customer get a word in edgewise. 

So put the script down. Check in with your buyer as you go. Listen carefully and respond with thoughtful follow-up questions. By tuning in, you can tweak your sales message so it sounds really attractive to that particular buyer. 

Go in with a view to having a conversation, not just delivering a presentation.

6. Be proactive and follow up after your sales pitch

Don’t wait for your customer to make the next move. Every sales pitch should end with a call to action that is relevant to the customer. Even if they aren’t ready to complete the sale yet, keep the momentum by nurturing their journey forward with a follow-up meeting or trial period.

7. Get a head start

This is your opportunity to get a referral to kickstart your next round of pitches. Ask customers you have a healthy relationship with for referrals to other prospects. If you’ve made that all important great impression, they’ll be happy to share the love.

But don’t go in cold. A name and phone number is good but a name and phone number plus an email introduction is way better.

It’s time to get in the same room as the buyer and work your magic. Remember, be prepared and keep it concise. What do people like better than a great pitch? A short, great pitch. Don’t waste their time (or your’s) by padding it with unnecessary buzz words (“synergy” we’re looking at you). Keep their attention with a clear, relevant message. Because you’ve done your research, you know your customer, you know your product and you’re prepared to go off script if necessary.

Discover what separates high-performing sales teams from underperformers .

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7 Amazing Sales Presentation Examples (And How to Make Them Your Own)

7 Types of Slides to Include In Your Sales Presentation

Inside the mind of your prospect: change is hard, before-after-bridge: the only formula you need to create a persuasive sales presentation, facebook — how smiles and simplicity make you more memorable, contently — how to build a strong bridge, brick by brick, yesware — how to go above and beyond with your benefits, uber — how to cater your content for readers quick to scan, dealtap — how to use leading questions to your advantage, zuora — how to win over your prospects by feeding them dots, linkedin sales navigator — how to create excitement with color, how to make a sales pitch in 4 straightforward steps, 7 embarrassing pitfalls to avoid in your presentation, over to you.

A brilliant sales presentation has a number of things going for it.

Being product-centered isn’t one of them. Or simply focusing on your sales pitch won’t do the trick.

So what can you do to make your offer compelling?

From different types of slides to persuasive techniques and visuals, we’ve got you covered.

Below, we look at data-backed strategies, examples, and easy steps to build your own sales presentations in minutes.

• Title slide: Company name, topic, tagline
• The “Before” picture: No more than three slides with relevant statistics and graphics.
• The “After” picture: How life looks with your product. Use happy faces.
• Company introduction: Who you are and what you do (as it applies to them).
• The “Bridge” slide: Short outcome statements with icons in circles.
• Social proof slides: Customer logos with the mission statement on one slide. Pull quote on another.
• “We’re here for you” slide: Include a call-to-action and contact information.

Many sales presentations fall flat because they ignore this universal psychological bias: People overvalue the benefits of what they have over what they’re missing.

Harvard Business School professor John T. Gourville calls this the “ 9x Effect .” Left unchecked, it can be disastrous for your business.

According to Gourville, “It’s not enough for a new product simply to be better. Unless the gains far outweigh the losses, customers will not adopt it.”

The good news: You can influence how prospects perceive these gains and losses. One of the best ways to prove value is to contrast life before and after your product.

Luckily, there’s a three-step formula for that.

• Before → Here’s your world…
• After → Imagine what it would be like if…
• Bridge → Here’s how to get there.

Start with a vivid description of the pain, present an enviable world where that problem doesn’t exist, then explain how to get there using your tool.

It’s super simple, and it works for cold emails , drip campaigns , and sales discovery decks. Basically anywhere you need to get people excited about what you have to say.

In fact, a lot of companies are already using this formula to great success. The methods used in the sales presentation examples below will help you do the same.

We’re all drawn to happiness. A study at Harvard tells us that emotion is contagious .

You’ll notice that the “Before” (pre-Digital Age) pictures in Facebook’s slides all display neutral faces. But the cover slide that introduces Facebook and the “After” slides have smiling faces on them.

This is important. The placement of those graphics is an intentional persuasion technique.

Studies by psychologists show that we register smiles faster than any other expression. All it takes is 500 milliseconds (1/20th of a second). And when participants in a study were asked to recall expressions, they consistently remembered happy faces over neutral ones.

What to do about it : Add a happy stock photo to your intro and “After” slides, and keep people in “Before” slides to neutral expressions.

Here are some further techniques used during the sales presentation:

Tactic #1: Use Simple Graphics

Use simple graphics to convey meaning without text.

Example: Slide 2 is a picture of a consumer’s hand holding an iPhone — something we can all relate to.

Why It Works: Pictures are more effective than words — it’s called  Picture Superiority . In presentations, pictures help you create connections with your audience. Instead of spoon-feeding them everything word for word, you let them interpret. This builds trust.

Tactic #2: Use Icons

Use icons to show statistics you’re comparing instead of listing them out.

Example: Slide 18 uses people icons to emphasize how small 38 out of 100 people is compared to 89 out of 100.

Why It Works:  We process visuals 60,000 times faster than text.

Tactic #3: Include Statistics

Include statistics that tie real success to the benefits you mention.

Example: “71% lift driving visits to retailer title pages” (Slide 26).

Why It Works:  Precise details prove that you are telling the truth.

Just like how you can’t drive from Marin County to San Francisco without the Golden Gate, you can’t connect a “Before” to an “After” without a bridge.

Add the mission statement of your company — something Contently does from Slide 1 of their deck. Having a logo-filled Customers slide isn’t unusual for sales presentations, but Contently goes one step further by showing you exactly what they do for these companies.

They then drive home the Before-After-Bridge Formula further with case studies:

Before : Customer’s needs when they came on

After: What your company accomplished for them

Bridge : How they got there (specific actions and outcomes)

Here are some other tactics we pulled from the sales presentation:

Tactic #1: Use Graphics/Diagrams

Use graphics, Venn diagrams, and/or equations to drive home your “Before” picture.

Why It Works:  According to a Cornell study , graphs and equations have persuasive power. They “signal a scientific basis for claims, which grants them greater credibility.”

Tactic #2: Keep Slides That Have Bullets to a Minimum

Keep slides that have bullets to a minimum. No more than one in every five slides.

Why It Works:  According to an experiment by the International Journal of Business Communication , “Subjects exposed to a graphic representation paid significantly more attention to , agreed more with, and better recalled the strategy than did subjects who saw a (textually identical) bulleted list.”

Tactic #3: Use Visual Examples

Follow up your descriptions with visual examples.

Example: After stating “15000+ vetted, ready to work journalists searchable by location, topical experience, and social media influence” on Slide 8, Contently shows what this looks like firsthand on slides 9 and 10.

Why It Works:  The same reason why prospects clamor for demos and car buyers ask for test drives. You’re never truly convinced until you see something for yourself.

Which is more effective for you?

This statement — “On average, Yesware customers save ten hours per week” — or this image:

The graphic shows you what that 10 hours looks like for prospects vs. customers. It also calls out a pain that the product removes: data entry.

Visuals are more effective every time. They fuel retention of a presentation from 10% to 65% .

But it’s not as easy as just including a graphic. You need to keep the design clean.

Can you feel it?

Clutter provokes anxiety and stress because it bombards our minds with excessive visual stimuli, causing our senses to work overtime on stimuli that aren’t important.

Here’s a tip from Yesware’s Graphic Designer, Ginelle DeAntonis:

“Customer logos won’t all necessarily have the same dimensions, but keep them the same size visually so that they all have the same importance. You should also disperse colors throughout, so that you don’t for example end up with a bunch of blue logos next to each other. Organize them in a way that’s easy for the eye, because in the end it’s a lot of information at once.”

Here are more tactics to inspire sales presentation ideas:

Tactic #1: Personalize Your Final Slide

Personalize your final slide with your contact information and a headline that drives emotion.

Example: Our Mid-Market Team Lead Kyle includes his phone number and email address with “We’re Here For You”

Why It Works: These small details show your audience that:

• This is about giving them the end picture, not making a sale
• The end of the presentation doesn’t mean the end of the conversation
• Questions are welcomed

Tactic #2: Pair Outcome Statements With Icons in Circles

Example: Slide 4 does this with seven different “After” outcomes.

Why It Works:  We already know why pictures work, but circles have power , too. They imply completeness, infiniteness, and harmony.

Tactic #3: Include Specific Success Metrics

Don’t just list who you work with; include specific success metrics that hit home what you’ve done for them.

Example: 35% New Business Growth for Boomtrain; 30% Higher Reply Rates for Dyn.

Why It Works:  Social proof drives action. It’s why we wait in lines at restaurants and put ourselves on waitlists for sold-out items.

People can only focus for eight seconds at a time. (Sadly, goldfish have one second on us.)

This means you need to cut to the chase fast.

Uber’s headlines in Slides 2-9 tailor the “After” picture to specific pain points. As a result, there’s no need to explicitly state a “Before.”

Slides 11-13 then continue touching on “Before” problems tangentially with customer quotes:

So instead of self-touting benefits, the brand steps aside to let consumers hear from their peers — something that sways 92% of consumers .

Leading questions may be banned from the courtroom, but they aren’t in the boardroom.

DealTap’s slides ask viewers to choose between two scenarios over and over. Each has an obvious winner:

Ever heard of the Focusing Effect?

It’s part of what makes us tick as humans and what makes this design move effective. We focus on one thing and then ignore the rest. Here, DealTap puts the magnifying glass on paperwork vs. automated transactions.

Easy choice.

Sure, DealTap’s platform might have complexities that rival paperwork, but we don’t think about that. We’re looking at the pile of work one the left and the simpler, single interface on the right.

Here are some other tactics to use in your own sales presentation:

Tactic #1: Tell a Story

Tell a story that flows from one slide to the next.

Example: Here’s the story DealTap tells from slides 4 to 8: “Transactions are complicated” → “Expectations on all sides” → “Too many disconnected tools” → “Slow and error prone process” → “However, there’s an opportunity.

Why It Works:   Storytelling in sales with a clear beginning and end (or in this case, a “Before” and “After”) trigger a trust hormone called Oxytocin.

Tactic #2: This vs. That

If it’s hard to separate out one “Before” and “After” vision with your product or service because you offer many dissimilar benefits, consider a “This vs. That” theme for each.

Why It Works:  It breaks up your points into simple decisions and sets you up to win emotional reactions from your audience with stock photos.

Remember how satisfying it was to play connect the dots? Forming a bigger picture out of disconnected circles.

That’s what you need to make your audience do.

Zuora tells a story by:

• Laying out the reality (the “Before” part of the Before-After-Bridge formula).
• Asking you a question that you want to answer (the “After”)
• Giving you hints to help you connect the dots
• Showing you the common thread (the “Bridge”)

You can achieve this by founding your sales presentation on your audience’s intuitions. Set them up with the closely-set “dots,” then let them make the connection.

Here are more tactical sales presentation ideas to steal for your own use:

Tactic #1: Use Logos and Testimonials

Use logos and  testimonial pull-quotes for your highest-profile customers to strengthen your sales presentation.

Example: Slides 21 to 23 include customer quotes from Schneider Electric, Financial Times, and Box.

Why It Works: It’s called  social proof . Prospects value other people’s opinions and trust reputable sources more than you.

Tactic #2: Include White Space

Pad your images with white space.

Example: Slide 17 includes two simple graphics on a white background to drive home an important concept.

Why It Works:  White space creates separation, balance, and attracts the audience’s eyes to the main focus: your image.

Tactic #3: Incorporate Hard Data

Incorporate hard data with a memorable background to make your data stand out.

Example: Slide 5 includes statistics with a backdrop that stands out. The number and exciting title (‘A Global Phenomenon’) are the main focuses of the slide.

Why It Works:  Vivid backdrops are proven to be memorable and help your audience take away important numbers or data.

Psychology tells us that seeing colors can set our mood .

The color red is proven to increase the pulse and heart rate. Beyond that, it’s associated with being active, aggressive, and outspoken. LinkedIn Sales Navigator uses red on slides to draw attention to main points:

You can use hues in your own slides to guide your audience’s emotions. Green gives peace; grey adds a sense of calm; blue breeds trust. See more here .

Tip: You can grab free photos from Creative Commons and then set them to black & white and add a colored filter on top using a (also free) tool like Canva . Here’s the sizing for your image:

Caveat: Check with your marketing team first to see if you have a specific color palette or brand guidelines to follow.

Here are some other takeaways from LinkedIn’s sales presentation:

Tactic #1: Include a CTA on Final Slide

Include one clear call-to-action on your final slide.

Example: Slide 9 has a “Learn More” CTA button.

Why It Works:  According to the Paradox of Choice , the more options you give, the less likely they are to act.

Step One : Ask marketing for your company’s style guide (color, logo, and font style).

Step Two: Answer these questions to outline the “Before → After → Bridge” formula for your sales pitch :

• What are your ICP’s pain points?
• What end picture resonates with them?
• How does your company come into play?

Step Three: Ask account management/marketing which customers you can mention in your slides (plus where to access any case studies for pull quotes).

Step Four:  Download photos from Creative Commons . Remember: Graphics > Text. Use Canva to edit on your own — free and fast.

What are the sales presentation strategies that work best for your industry and customers? Tweet us:  @Yesware .

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9 sales presentation tips that great salespeople swear by.

• Stick’s 200+ interviews of top sales and marketing pros
• Using the top sales presentation examples, here’s what we learned:

Part One: How to Build a Powerful Sales Presentation

Sales Story = Change + Pain + Gain + Proof.

1. Start with change.

2 . Show them their pain.

3. Share a glimpse of the gain.

4. Provide proof.

• Showing value (“ Similar Company X was like you, but then they achieved these results” )
• Showing volume (“ 10,000+ companies have joined”)

Part Two: How to Deliver Your Sales Presentation

“Take the same product and present it directly to the prospect by talking about it and then take that same product and present it using visual aids.

You will find that, not only do you close a higher percentage of prospects, but they will actually pay more money for the same product.”

1. Replace text with visuals.

“Human PSE is truly Olympian. Tests performed years ago showed that people could remember more than 2500 pictures with at least 90 percent accuracy several days post-exposure, even though subjects saw each picture for about 10 seconds. Accuracy rates a year later still hovered around 63 percent….

Sprinkled throughout these experiments were comparisons with other forms of communication, usually text or oral presentations. The usual result was PSE demolishes them both.”

2. Keep it to 9 minutes.

3. Author your own content.

Part three: following up after your sales presentation, 1. turn discovery into custom content..

2. Build your champion’s buying guide for them.

3. Build it in their brand.

Conclusion: The Ultimate Sales Presentation

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Powerful and Effective Presentation Skills: More in Demand Now Than Ever

When we talk with our L&D colleagues from around the globe, we often hear that presentation skills training is one of the top opportunities they’re looking to provide their learners. And this holds true whether their learners are individual contributors, people managers, or senior leaders. This is not surprising.

Effective communications skills are a powerful career activator, and most of us are called upon to communicate in some type of formal presentation mode at some point along the way.

For instance, you might be asked to brief management on market research results, walk your team through a new process, lay out the new budget, or explain a new product to a client or prospect. Or you may want to build support for a new idea, bring a new employee into the fold, or even just present your achievements to your manager during your performance review.

And now, with so many employees working from home or in hybrid mode, and business travel in decline, there’s a growing need to find new ways to make effective presentations when the audience may be fully virtual or a combination of in person and remote attendees.

Whether you’re making a standup presentation to a large live audience, or a sit-down one-on-one, whether you’re delivering your presentation face to face or virtually, solid presentation skills matter.

Even the most seasoned and accomplished presenters may need to fine-tune or update their skills. Expectations have changed over the last decade or so. Yesterday’s PowerPoint which primarily relied on bulleted points, broken up by the occasional clip-art image, won’t cut it with today’s audience.

The digital revolution has revolutionized the way people want to receive information. People expect presentations that are more visually interesting. They expect to see data, metrics that support assertions. And now, with so many previously in-person meetings occurring virtually, there’s an entirely new level of technical preparedness required.

The leadership development tools and the individual learning opportunities you’re providing should include presentation skills training that covers both the evergreen fundamentals and the up-to-date capabilities that can make or break a presentation.

So, just what should be included in solid presentation skills training? Here’s what I think.

The fundamentals will always apply When it comes to making a powerful and effective presentation, the fundamentals will always apply. You need to understand your objective. Is it strictly to convey information, so that your audience’s knowledge is increased? Is it to persuade your audience to take some action? Is it to convince people to support your idea? Once you understand what your objective is, you need to define your central message. There may be a lot of things you want to share with your audience during your presentation, but find – and stick with – the core, the most important point you want them to walk away with. And make sure that your message is clear and compelling.

You also need to tailor your presentation to your audience. Who are they and what might they be expecting? Say you’re giving a product pitch to a client. A technical team may be interested in a lot of nitty-gritty product detail. The business side will no doubt be more interested in what returns they can expect on their investment.

Another consideration is the setting: is this a formal presentation to a large audience with questions reserved for the end, or a presentation in a smaller setting where there’s the possibility for conversation throughout? Is your presentation virtual or in-person? To be delivered individually or as a group? What time of the day will you be speaking? Will there be others speaking before you and might that impact how your message will be received?

Once these fundamentals are established, you’re in building mode. What are the specific points you want to share that will help you best meet your objective and get across your core message? Now figure out how to convey those points in the clearest, most straightforward, and succinct way. This doesn’t mean that your presentation has to be a series of clipped bullet points. No one wants to sit through a presentation in which the presenter reads through what’s on the slide. You can get your points across using stories, fact, diagrams, videos, props, and other types of media.

Visual design matters While you don’t want to clutter up your presentation with too many visual elements that don’t serve your objective and can be distracting, using a variety of visual formats to convey your core message will make your presentation more memorable than slides filled with text. A couple of tips: avoid images that are cliched and overdone. Be careful not to mix up too many different types of images. If you’re using photos, stick with photos. If you’re using drawn images, keep the style consistent. When data are presented, stay consistent with colors and fonts from one type of chart to the next. Keep things clear and simple, using data to support key points without overwhelming your audience with too much information. And don’t assume that your audience is composed of statisticians (unless, of course, it is).

When presenting qualitative data, brief videos provide a way to engage your audience and create emotional connection and impact. Word clouds are another way to get qualitative data across.

Practice makes perfect You’ve pulled together a perfect presentation. But it likely won’t be perfect unless it’s well delivered. So don’t forget to practice your presentation ahead of time. Pro tip: record yourself as you practice out loud. This will force you to think through what you’re going to say for each element of your presentation. And watching your recording will help you identify your mistakes—such as fidgeting, using too many fillers (such as “umm,” or “like”), or speaking too fast.

A key element of your preparation should involve anticipating any technical difficulties. If you’ve embedded videos, make sure they work. If you’re presenting virtually, make sure that the lighting is good, and that your speaker and camera are working. Whether presenting in person or virtually, get there early enough to work out any technical glitches before your presentation is scheduled to begin. Few things are a bigger audience turn-off than sitting there watching the presenter struggle with the delivery mechanisms!

Finally, be kind to yourself. Despite thorough preparation and practice, sometimes, things go wrong, and you need to recover in the moment, adapt, and carry on. It’s unlikely that you’ll have caused any lasting damage and the important thing is to learn from your experience, so your next presentation is stronger.

How are you providing presentation skills training for your learners?

Manika Gandhi is Senior Learning Design Manager at Harvard Business Publishing Corporate Learning. Email her at [email protected] .

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Four Tips to Make Your Sales Presentation a Winner

Being prepared and not being boring can go a long way toward persuading a potential customer to buy into what you’re offering.

• Newsletter sign up Newsletter

“I am CEO of an educational sales organization, and we need to transform our telemarketing staff into salespeople who go out into the field, make presentations and do lunch-and-learn new product seminars with potential customers. May I legally change their job duties? Would I be required to provide training for them, and if so, what type? Thanks, ‘Walter.’”

“Yes to both questions,” says Southern California labor lawyer Daniel Klingenberger . “If employers prefer sales presentations face-to-face with existing or prospective customers, they can establish those job requirements. They would be well advised to provide appropriate sales or presentation skills training to these employees.”

I also consulted on this topic with Terri Sjodin , principal and founder of Sjodin Communications in Newport Beach, Calif. “Dennis,” she says, “you would be surprised at how often these same issues come up as employees have gone from home-based to virtual and now are sent out into the field.”

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Sjodin, a New York Times bestselling author and a frequent guest on radio and television talk shows, has dedicated her professional life to helping people become effective speakers. Her most recent book is Presentation Ready: Improve Your Sales Presentation Outcomes and Avoid the Twelve Most Common Mistakes .

How to build presentation skills

“Most people want to improve their presentations,” she says, “but don’t know where to start. Understanding the most common mistakes — and figuring out how to avoid them — is critical because you can’t course-correct what you don’t recognize as a problem.”

She provided some confidence-boosting insights to help Walter’s sales professionals get started on learning good presentation skills.

Don’t wing it. Failing to prepare reveals a lack of product knowledge.

Winging it is improvising, ad-libbing or generally conducting a presentation without much preparation. It is among the top mistakes salespeople reported making that had likely ruined transactions.

Goal-oriented, persuasive presentations that need a customer’s buy-in risk failure if you are not well prepared, if you haven’t done your homework and if you don’t know your company’s product or service well. Listeners easily sense a lack of preparation where the speaker appears disorganized, unskilled and distracted.

This can have a greater cost than one lost sale; it puts the employer’s reputation at risk.

Don’t be boring. Being informative has its limits.

The 2023 State of Sales Presentations Research Study from Sjodin’s company revealed that being boring is the most common mistake presenters recognized in others. This can happen for a host of reasons, including sharing too many facts and figures.

A good presentation is much more than just delivering information; you need your message to land, to create a connection with the listener.

This is accomplished by crafting a message that is engaging, interesting and amplified by stories listeners will tune in to emotionally, making the product or service relevant — something they can visualize owning or using. “Your enthusiasm is vital!” Sjodin says.

While it is important to provide a factual basis for why someone should purchase your product, you don’t want customers to feel as if they are being asked to drink from a fire hydrant. “Buying decisions are seldom based on a massive amount of detail but are strongly linked to positive feelings the audience has about the speaker,” Sjodin points out.

Do be the first person in the room and know who your audience is.

“Audience analysis refers to knowing who will be in the audience,” Sjodin notes. “This intelligence is golden, as the more you know about your listeners, the better able you should be to fine-tune the presentation. But sometimes you will have no idea who will be present, and they might have no idea who you are.”

The solution is to be the first person in the room. By greeting listeners as they come in, you can exchange a few words and, time permitting, ask them what they might like to know about your product or service. “In so doing, your presentation has already begun, and you have likely won a friend,” Sjodin says.

Keep in mind that for a lunch-and-learn seminar, the food is important.

Lunch-and-learn seminars are popular in the investment world. “A common mistake,” Sjodin says, “is for the financial adviser to lecture while guests are eating. Few will pay attention!”

Sjodin recommends that, prior to lunch, open the session with a few welcoming remarks, advising that lunch will be served in a moment and that afterward the presentation will begin.

“In summary,” Sjodin notes, “providing your team with presentation skills training will

boost their comfort with the new job responsibilities and help them to succeed.”

In Presentation Ready , Sjodin puts her all into helping readers become more effective in the world of sales. It is a shot of confidence-building Vitamin B-12 and the ideal gift for employees preparing for a required change in performance skills.

Dennis Beaver practices law in Bakersfield, Calif., and welcomes comments and questions from readers, which may be faxed to (661) 323-7993, or e-mailed to [email protected] . And be sure to visit dennisbeaver.com .

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After attending Loyola University School of Law, H. Dennis Beaver joined California's Kern County District Attorney's Office, where he established a Consumer Fraud section. He is in the general practice of law and writes a syndicated newspaper column, " You and the Law ." Through his column he offers readers in need of down-to-earth advice his help free of charge. "I know it sounds corny, but I just love to be able to use my education and experience to help, simply to help. When a reader contacts me, it is a gift." 

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What It Takes to Give a Great Presentation

• Carmine Gallo

Five tips to set yourself apart.

Never underestimate the power of great communication. It can help you land the job of your dreams, attract investors to back your idea, or elevate your stature within your organization. But while there are plenty of good speakers in the world, you can set yourself apart out by being the person who can deliver something great over and over. Here are a few tips for business professionals who want to move from being good speakers to great ones: be concise (the fewer words, the better); never use bullet points (photos and images paired together are more memorable); don’t underestimate the power of your voice (raise and lower it for emphasis); give your audience something extra (unexpected moments will grab their attention); rehearse (the best speakers are the best because they practice — a lot).

I was sitting across the table from a Silicon Valley CEO who had pioneered a technology that touches many of our lives — the flash memory that stores data on smartphones, digital cameras, and computers. He was a frequent guest on CNBC and had been delivering business presentations for at least 20 years before we met. And yet, the CEO wanted to sharpen his public speaking skills.

• Carmine Gallo is a Harvard University instructor, keynote speaker, and author of 10 books translated into 40 languages. Gallo is the author of The Bezos Blueprint: Communication Secrets of the World’s Greatest Salesman  (St. Martin’s Press).

Partner Center

If your salespeople aren't effective presenters, they'll never achieve their full potential, even if they're already good at selling. Which is why it's critical that you understand and monitor this vital skill.

Here's how to measure and evaluate sales presentation skills, whether you're trying to motivate an underperforming rep, increase already decent close rates, or evaluate potential sales candidates before hiring.

What Makes for an Effective Sales Presentation?

Before you can evaluate presentation skills, you need to understand what makes for a good presentation.

You may have an intuitive feel for what works and what doesn't, but if you're going to measure performance quantitatively, you need a method for scoring presentations numerically. Keep the following "7Cs" in mind:

• Congeniality: Is the salesperson creating a friendly, positive environment?
• Clarity: Are ideas presented clearly? Is there unnecessary filler content?
• Customization: How well is the presentation tailored to the prospect's needs?
• Comprehension: Is the presentation given in easily understandable language?
• Compellingness: Are the arguments being made persuasive? Are appropriate emotional appeals being used?
• Confidence: People want to work with those they perceive as being self-assured. How effectively is the salesperson at conveying this impression?
• Collaboration: When the conversation becomes a two-way discussion rather than a one-way presentation, according to Peak Selling, message retention doubles to 40% .

Each of those factors can be scored on a scale of 1 to 5, allowing you to identify specific areas of opportunity and track improvement over time.

How to Measure Sales Presentation Skills

You have several options for assessing your sales reps' presentation skills. For instance, you could do the following:

• Ask reps to evaluate themselves.
• Follow up with customers to ask for their feedback on the quality of the presentation after closed-won sales.
• Conduct mock presentations.
• Participate in live sales presentations.
• Record live sales presentations for later review.

Each option has its pros and cons. Asking reps to evaluate themselves, for example, isn't likely to produce truly effective data. Or following up with customers may not be appropriate in all circumstances, depending on the relationship that's been created.

As much as possible, evaluate live sales presentations. Doing so will give you a more accurate understanding of each sales rep's performance, though you'll need to take into account the likelihood that attending a sales call in real-time may put undue pressure on the salesperson in a way that produces negative outcomes.

If you have to evaluate mock presentations, mimic live circumstances as closely as you can. For example, if your salespeople give a lot of remote presentations, have them record their pitch with video conferencing software so that you can see exactly what your prospective customers are seeing.

Once you've chosen an evaluation approach and set a review schedule, incorporate the scoring system you established into a spreadsheet such as the following:

Here, the evaluator has noted the specific presentation being evaluated (in this case, a live sales call), giving scores for each of the 7Cs and producing an average score that can be used to measure this salesperson both over time and against others on the team.

Don't overthink the scores you give. Go with your gut. What's most important is monitoring trends over time, not going back and forth over whether the sales rep's clarity really warranted a score of 4 instead of 3.

If you're concerned at all about bias, consider incorporating scores from multiple reviewers. That can also be advantageous for developing team clarity around what really constitutes a successful presentation.

How to Improve Underperforming Presenters

By using a grading system, you should be able to quickly identify areas of opportunity for each sales rep. In the example above, Evan's presentation succeeded in being clear, confident, and collaborative, but he struggled with congeniality and creating a compelling argument.

From that data, you can work with sales reps to create measurable goals and action steps for improvement based on their weakest areas. For instance, based on Evan's data, you might set a goal of improving average score by 10% over the next quarter: from 4.14 to 4.55.

That might mean connecting Evan with sales training resources that improve his weaker areas. But it might also involve helping him further strengthen his strongest areas. Assigning Evan to sales calls with prospects who don't appear to require a high level of congeniality may also create an optimal environment for him to succeed.

That said, be cautious about making decisions off of one data set. Everybody has "off days" or prospects with whom they struggle to connect. For instance, if you had tracked several of Evan's calls (see image) you may instead conclude that his Nestle sales call was an anomaly, rather than a cause for concern:

That's why it's important that you repeat your evaluations periodically. Doing so will result in a better understanding of each sales rep's strengths and weaknesses—and help you ensure changes are being made and prevent new issues from occurring.

Remember: even successful sales reps can become less effective over time if they aren't continually held to the highest standards of presentation quality.

ABOUT THE AUTHOR

Jamie Davidson is the marketing communications manager at Vast Conference , a leading provider of HD audio and video conferencing services.

LinkedIn: Jamie Davidson

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6 presentation skills and how to improve them

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What are presentation skills?

The importance of presentation skills, 6 presentation skills examples, how to improve presentation skills.

Tips for dealing with presentation anxiety

Learn how to captivate an audience with ease

Capturing an audience’s attention takes practice. 

Over time, great presenters learn how to organize their speeches and captivate an audience from start to finish. They spark curiosity, know how to read a room , and understand what their audience needs to walk away feeling like they learned something valuable.

Regardless of your profession, you most likely use presentation skills on a monthly or even weekly basis. Maybe you lead brainstorming sessions or host client calls. 

Developing effective presentation skills makes it easier to contribute ideas with confidence and show others you’re someone to trust. Although speaking in front of a crowd sometimes brings nerves and anxiety , it also sparks new opportunities.

Presentation skills are the qualities and abilities you need to communicate ideas effectively and deliver a compelling speech. They influence how you structure a presentation and how an audience receives it. Understanding body language , creating impactful visual aids, and projecting your voice all fall under this umbrella.

A great presentation depends on more than what you say. It’s about how you say it. Storytelling , stage presence, and voice projection all shape how well you express your ideas and connect with the audience. These skills do take practice, but they’re worth developing — especially if public speaking makes you nervous. 

Engaging a crowd isn’t easy. You may feel anxious to step in front of an audience and have all eyes and ears on you.

But feeling that anxiety doesn’t mean your ideas aren’t worth sharing. Whether you’re giving an inspiring speech or delivering a monthly recap at work, your audience is there to listen to you. Harness that nervous energy and turn it into progress.

Strong presentation skills make it easier to convey your thoughts to audiences of all sizes. They can help you tell a compelling story, convince people of a pitch , or teach a group something entirely new to them. And when it comes to the workplace, the strength of your presentation skills could play a part in getting a promotion or contributing to a new initiative.

To fully understand the impact these skills have on creating a successful presentation, it’s helpful to look at each one individually. Here are six valuable skills you can develop:

1. Active listening

Active listening is an excellent communication skill for any professional to hone. When you have strong active listening skills, you can listen to others effectively and observe their nonverbal cues . This helps you assess whether or not your audience members are engaged in and understand what you’re sharing. 

Great public speakers use active listening to assess the audience’s reactions and adjust their speech if they find it lacks impact. Signs like slouching, negative facial expressions, and roaming eye contact are all signs to watch out for when giving a presentation.

2. Body language

If you’re researching presentation skills, chances are you’ve already watched a few notable speeches like TED Talks or industry seminars. And one thing you probably noticed is that speakers can capture attention with their body language. 

A mixture of eye contact, hand gestures , and purposeful pacing makes a presentation more interesting and engaging. If you stand in one spot and don’t move your body, the audience might zone out.

3. Stage presence

A great stage presence looks different for everyone. A comedian might aim for more movement and excitement, and a conference speaker might focus their energy on the content of their speech. Although neither is better than the other, both understand their strengths and their audience’s needs. 

Developing a stage presence involves finding your own unique communication style . Lean into your strengths, whether that’s adding an injection of humor or asking questions to make it interactive . To give a great presentation, you might even incorporate relevant props or presentation slides.

4. Storytelling

According to Forbes, audiences typically pay attention for about 10 minutes before tuning out . But you can lengthen their attention span by offering a presentation that interests them for longer. Include a narrative they’ll want to listen to, and tell a story as you go along. 

Shaping your content to follow a clear narrative can spark your audience’s curiosity and entice them to pay careful attention. You can use anecdotes from your personal or professional life that take your audience along through relevant moments. If you’re pitching a product, you can start with a problem and lead your audience through the stages of how your product provides a solution.

5. Voice projection

Although this skill may be obvious, you need your audience to hear what you’re saying. This can be challenging if you’re naturally soft-spoken and struggle to project your voice.

Remember to straighten your posture and take deep breaths before speaking, which will help you speak louder and fill the room. If you’re talking into a microphone or participating in a virtual meeting, you can use your regular conversational voice, but you still want to sound confident and self-assured with a strong tone.

If you’re unsure whether everyone can hear you, you can always ask the audience at the beginning of your speech and wait for confirmation. That way, they won’t have to potentially interrupt you later.

Ensuring everyone can hear you also includes your speed and annunciation. It’s easy to speak quickly when nervous, but try to slow down and pronounce every word. Mumbling can make your presentation difficult to understand and pay attention to.

6. Verbal communication 

Although verbal communication involves your projection and tone, it also covers the language and pacing you use to get your point across. This includes where you choose to place pauses in your speech or the tone you use to emphasize important ideas.

If you’re giving a presentation on collaboration in the workplace , you might start your speech by saying, “There’s something every workplace needs to succeed: teamwork.” By placing emphasis on the word “ teamwork ,” you give your audience a hint on what ideas will follow.

To further connect with your audience through diction, pay careful attention to who you’re speaking to. The way you talk to your colleagues might be different from how you speak to a group of superiors, even if you’re discussing the same subject. You might use more humor and a conversational tone for the former and more serious, formal diction for the latter.

Everyone has strengths and weaknesses when it comes to presenting. Maybe you’re confident in your use of body language, but your voice projection needs work. Maybe you’re a great storyteller in small group settings, but need to work on your stage presence in front of larger crowds. 

The first step to improving presentation skills is pinpointing your gaps and determining which qualities to build upon first. Here are four tips for enhancing your presentation skills:

1. Build self-confidence

Confident people know how to speak with authority and share their ideas. Although feeling good about your presentation skills is easier said than done, building confidence is key to helping your audience believe in what you’re saying. Try practicing positive self-talk and continuously researching your topic's ins and outs.

If you don’t feel confident on the inside, fake it until you make it. Stand up straight, project your voice, and try your best to appear engaged and excited. Chances are, the audience doesn’t know you’re unsure of your skills — and they don’t need to.

Another tip is to lean into your slideshow, if you’re using one. Create something colorful and interesting so the audience’s eyes fall there instead of on you. And when you feel proud of your slideshow, you’ll be more eager to share it with others, bringing more energy to your presentation.

2. Watch other presentations

Developing the soft skills necessary for a good presentation can be challenging without seeing them in action. Watch as many as possible to become more familiar with public speaking skills and what makes a great presentation. You could attend events with keynote speakers or view past speeches on similar topics online.

Take a close look at how those presenters use verbal communication and body language to engage their audiences. Grab a notebook and jot down what you enjoyed and your main takeaways. Try to recall the techniques they used to emphasize their main points, whether they used pauses effectively, had interesting visual aids, or told a fascinating story.

3. Get in front of a crowd

You don’t need a large auditorium to practice public speaking. There are dozens of other ways to feel confident and develop good presentation skills.

If you’re a natural comedian, consider joining a small stand-up comedy club. If you’re an avid writer, participate in a public poetry reading. Even music and acting can help you feel more comfortable in front of a crowd.

If you’d rather keep it professional, you can still work on your presentation skills in the office. Challenge yourself to participate at least once in every team meeting, or plan and present a project to become more comfortable vocalizing your ideas. You could also speak to your manager about opportunities that flex your public speaking abilities.

4. Overcome fear

Many people experience feelings of fear before presenting in front of an audience, whether those feelings appear as a few butterflies or more severe anxiety. Try grounding yourself to shift your focus to the present moment. If you’re stuck dwelling on previous experiences that didn’t go well, use those mistakes as learning experiences and focus on what you can improve to do better in the future.

Tips for dealing with presentation anxiety 

It’s normal to feel nervous when sharing your ideas. In fact, according to a report from the Journal of Graduate Medical Education, public speaking anxiety is prevalent in 15–30% of the general population .

Even though having a fear of public speaking is common, it doesn’t make it easier. You might feel overwhelmed, become stiff, and forget what you were going to say. But although the moment might scare you, there are ways to overcome the fear and put mind over matter.

Use these tactics to reduce your stress when you have to make a presentation:

1. Practice breathing techniques

If you experience anxiety often, you’re probably familiar with breathing techniques for stress relief . Incorporating these exercises into your daily routine can help you stop worrying and regulate anxious feelings. 

Before a big presentation, take a moment alone to practice breathing techniques, ground yourself, and reduce tension. It’s also a good idea to take breaths throughout the presentation to speak slower and calm yourself down .

2. Get organized

The more organized you are, the more prepared you’ll feel. Carefully outline all of the critical information you want to use in your presentation, including your main talking points and visual aids, so you don’t forget anything. Use bullet points and visuals on each slide to remind you of what you want to talk about, and create handheld notes to help you stay on track.

3. Embrace moments of silence

It’s okay to lose your train of thought. It happens to even the most experienced public speakers once in a while. If your mind goes blank, don’t panic. Take a moment to breathe, gather your thoughts, and refer to your notes to see where you left off. You can drink some water or make a quick joke to ease the silence or regain your footing. And it’s okay to say, “Give me a moment while I find my notes.” Chances are, people understand the position you’re in.

4. Practice makes progress

Before presenting, rehearse in front of friends and family members you trust. This gives you the chance to work out any weak spots in your speech and become comfortable communicating out loud. If you want to go the extra mile, ask your makeshift audience to ask a surprise question. This tests your on-the-spot thinking and will prove that you can keep cool when things come up.

Whether you’re new to public speaking or are a seasoned presenter, you’re bound to make a few slip-ups. It happens to everyone. The most important thing is that you try your best, brush things off, and work on improving your skills to do better in your next presentation.

Although your job may require a different level of public speaking than your favorite TED Talk , developing presentation skills is handy in any profession. You can use presentation skills in a wide range of tasks in the workplace, whether you’re sharing your ideas with colleagues, expressing concerns to higher-ups, or pitching strategies to potential clients.

Remember to use active listening to read the room and engage your audience with an interesting narrative. Don’t forget to step outside your comfort zone once in a while and put your skills to practice in front of a crowd. After facing your fears, you’ll feel confident enough to put presentation skills on your resume.

If you’re trying to build your skills and become a better employee overall, try a communications coach with BetterUp. 

Elevate your communication skills

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Elizabeth Perry, ACC

Elizabeth Perry is a Coach Community Manager at BetterUp. She uses strategic engagement strategies to cultivate a learning community across a global network of Coaches through in-person and virtual experiences, technology-enabled platforms, and strategic coaching industry partnerships. With over 3 years of coaching experience and a certification in transformative leadership and life coaching from Sofia University, Elizabeth leverages transpersonal psychology expertise to help coaches and clients gain awareness of their behavioral and thought patterns, discover their purpose and passions, and elevate their potential. She is a lifelong student of psychology, personal growth, and human potential as well as an ICF-certified ACC transpersonal life and leadership Coach.

The 11 tips that will improve your public speaking skills

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Sales Presentation Skills Training

Effective sales presentation skills training helps your team outsell the competition

Inspire your buyers to act with compelling sales presentation skills

The Sales Presentation Skills training program builds the skills your sellers need to make a compelling case to get customers to act. This training helps sales teams win more business by delivering high-impact, customer-focused presentations that actively involve their customers.

Sales Presentation Skills Training Program Overview

Participants in the Sales Presentation Training program learn to manage nervousness and enhance delivery. They are equipped with a Presentation Framework to more effectively craft a persuasive message matched to customer needs.

Participants can be videotaped for intensive one-on-one coaching and feedback.

The program teaches an interactive approach that helps sales professionals continuously validate customer perceptions so they can make immediate adjustments during the presentation. It trains them to resolve objections and gauge how well they are differentiating themselves.

Sales Presentation Skills Program Business Benefits

The high-impact sales presentation training program will deliver results for your organization by helping your sales team to:

• Deliver a more persuasive presentation message that differentiates and meets customer needs to win more business quicker
• Guide the decision-making process by gaining customer feedback, making immediate adjustments, or providing information as necessary during a presentation to save deals that may otherwise be lost

Sales Presentation Skills Training Program Brochure

Learn how we'll help build your team's presentation skills with training to improve their presence & messaging competencies.

Key Areas of Content

Presentation skills framework.

Sales professionals learn how to more effectively prepare for and deliver all types of sales presentations (formal, informal, finals presentations, capabilities discussion, internal) either individually or as a team.

Engaging Customers

Sales professionals learn how to more actively involve customers, and receive immediate feedback on the solution, team, differentiation, pricing, and approach to allow for adjustments to win the business.

Delivery Skills

Sales professionals practice delivering presentations to refine physical delivery and messaging skills, including presentation strategy, positioning, and differentiation.

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8 Skills You'll Need to Become a Sales Manager

So you want to become a sales manager ? First you’ll need to make sure you’ve got the right skills, experience, drive and track record at the helm in both selling and at managing others—in order to back yourself up.

Making the leap from sales practitioner to sales manager doesn’t have as much to do with being a rock star that boasts the highest close rate so much as your ability to motivate, lead, and elevate others to achieve more.

While all sales managers undoubtedly need hands-on experience converting prospects into customers themselves, there are a wide range of other (equally important) sales manager skills you’ll need to command to excel in this role.

Want to get a ready-made set of resources to manage a sales team effectively? Download our sales management toolkit, which contains checklists, templates, scripts, and more .

First and Foremost, What Exactly is a Sales Manager?

According to the Bureau of Labor Statistics, the sales managers industry is expected to grow around 5 percent between 2021 and 2031 , which means its a pretty good time to move up the ladder.

What does a sales manager's day look like? Their day-to-day schedule includes activities like:

• Setting sales goals
• Managing individual and team quotas
• Creating a sales plan and proactively experimenting to improve execution
• Monitoring progress in real-time and analyzing data
• Overseeing the organization’s sales training
• Keeping an active watch over (and involvement in) key accounts
• Mentoring individual sales reps and administering incentive programs
• Recruitment, hiring, and firing of sales reps
• Managing budgets for things like travel, hiring, and training programs

Some of these sales manager responsibilities can overlap with those of other related roles, depending on your organization's size and internal structure.

Especially when it comes to titles like Sales Director or Head of Sales positions, which tend to be more senior and concerned with organizational strategy than the average sales manager role.

Check out this side-by-side comparison between an open sales manager role and an open head of sales role to see the subtle (and not so subtle) differences:

While there are a lot of similarities between two roles—like developing and supporting revenue targets, overseeing the sales process for your team, setting trends and monitoring projections—it’s also clear that the head of sales role is much more senior than that of the sales manager. A head of sales reports directly to the CEO and keeps the company on track for internal growth projections.

On the other hand, a sales manager spends most of their day working directly with sales reps, helping them close more deals and achieve revenue targets.

So once you know exactly what type of role you’re going after and the corresponding title that best fits, you can begin positioning yourself to stand out from the crowd and make a powerful first impression on hiring managers.

Now, let’s talk about the eight most important skills you’ll need to take on a sales manager position.

Hey there! Wanna know the secrets of effective sales manager training ? Check out my article all about it!

8 Required Skills to Become a Sales Manager

On average, a sales manager has a bachelor's degree and at least five years of experience as a sales rep. But, that's not to say a degree is required. If you want to become a sales manager, start with perfecting and then showcasing these key skill sets throughout your interview process.

1. Interviewing and Hiring Talented Sales Reps

While much of your job as a sales manager will be focused on enabling your existing team to continue performing better over time, keeping new candidates coming in the front door to replace those that either move up or out—and add to the strength of your sales team—is just as important.

Like a fine wine, you’ll get better over time as you recruit new reps. Start today, and you’ll be an expert sooner.

Take the initiative to form a more active part of your company’s sales hiring process . Sit in on interviews with your manager. Reach out to potential candidates. Take an interest and predict which people make it the furthest in the interview process. Who goes on to become a top-performing rep? Which qualities, traits, characteristics, and motivations contribute to their success?

When sourcing candidates for internal sales jobs , keep these factors in mind:

• Real-world results reign supreme. If a candidate you’re interviewing for a sales role can’t clearly articulate a tangible result they’ve achieved at a current or previous sales job, that’s a major red flag. Certifications and degrees are great, but real-world experience can trump education.
• Preparation and organization are key. Another mark of a strong salesperson is their level of organization and how prepared they are when showing up for a presentation, sales call, or meeting—and an interview is the perfect testing ground to gauge this critical quality.
• They’ve been tested and challenged. Don’t hire the person with the perfect record who’s never been through failure before. Rejection is painful , and it comes with the territory in sales—which is why you’re doing yourself no favor when choosing someone who’s constantly sold products that are excessively easy to move.

The more you can work collaboratively with internal hiring managers during the sales rep recruitment process, the more (and faster) you’ll begin to learn what makes for strong hires.

2. Being a Real Leader, Not Just a Boss

Ah, to be a leader … simply don a fancy hat, grab a microphone, display some swagger, and you’re a leader, right?

The act of proudly standing at the front of your ship doesn’t have any bearing on your ability to empower, motivate, or manage your crew. And that’s what true leadership entails.

True leadership requires managing, motivating, incentivizing, and empowering your sales team.

If your reps are underperforming or unhappy with their work, that’s on you. As a sales manager, it’s your job to be occupied with doing everything you can to make each individual member of your team successful.

Want to demonstrate your leadership skills ? Try mentoring another sales professional on your team with less sales experience. Start a purpose-driven club for entry-level team members or organize events that get other employees to take action. Experiment within your own role with ideas to spearhead positive change, rather than waiting for top-down change to come your way.

Remember, once you become a sales manager, your voyage won’t always go exactly according to plan (OK, that’s enough sailing metaphors) . Rather, it’s in remaining humble and showing you’re human, too , that will help you build rapport and maintain healthy relationships with your team.

The best salespeople are often competitive by nature, and a great way of channeling their competitive energy into productive activities is to have a sales leaderboard reps can use to keep score.

One tip to get the most out of sales leaderboards: Don't just track results (deals closed, revenue generated, etc.).

Instead, also track activities that drive results: Number of calls made, number of emails sent, number of opportunities a sales rep created, and so on. The purpose of a leaderboard is not just to celebrate your top performers, but also to acknowledge those who are putting in the extra effort.

Your job isn’t to do everything for your team, but to build the right team that can excel when given useful tools, guidance, and incentives. That’s what leadership is.

3. Training and Coaching Your Team

Beyond just leading your team, it’s your job as a sales manager to effectively train your team members and continue helping them grow professionally.

Do you have personal experience developing or improving upon your current organization’s sales process? How about coaching fellow reps through a particularly challenging deal?

Great sales managers can easily toggle between zooming in (to work in a rep’s world) and back out to see the bigger picture of how things are going more broadly on your team.

Are multiple reps experiencing the same challenges? What kinds of blockers are standing in the way of hitting quarterly targets? Grow in your ability to not only identify but answer these kinds of questions, and your value as a sales manager will be all but proven already.

Another skill you can start working on today is the ability to help out individual reps when they need it. Look for someone on your team that’s either new to the company, going through a rough quarter, or less experienced in sales. Or, maybe someone who needs help troubleshooting the best way to negotiate around an objection.

Ask if they’re up for you to partner with them and start listening to their call recordings in order to provide constructive feedback and finesse their pitch, rebuild their cold outreach emails , and help weigh in with advice, routines, tactics, and habits that help you perform better.

It doesn’t matter how much you consistently beat quota in your current position if you can’t make the jump up to also help other people to increase their sales performance, crucial for effective sales performance management .

Remember—as a sales manager, you’ll need to be OK with stepping out of an active selling role. Your primary mission will be helping others sell.

4. Creating (and Implementing) Sales Plans

Like it or not, implementing processes and regular planning are both essential to maintaining a successful business model as your sales team grows and the company scales over time.

When I ran a sales team for the first time, I was admittedly a pretty lousy sales manager. I was a talented salesperson myself, but I couldn’t translate that skill into training others.

I learned that it was more important to have everybody do a really good (consistent) job than to just have a couple of sales rock stars while everyone else falls behind. My reps were failing because they couldn’t replicate what I did—and what I did was unique to me.

Having an easy-to-follow sales plan, packed with process documentation , scripts, templates, and ongoing training ensures your team members are all on the same level, makes sure your team performs consistently (and hedges against the likelihood of some reps falling behind others).

No matter how hard you hope, wish or pray, a sales plan will never be one of those set-it-and-forget-it organizational documents. A sales plan is a living instrument that’s actively shaped in real-time as your organization grows, changes, and learns.

At their core, all good sales plans are comprised of three distinct sections:

• Sales forecasting and goal-setting
• Market and customer research
• Prospecting and partnerships

Each aspect of your plan naturally works itself into the next, starting with the team’s high-level sales targets, then taking into consideration market factors, and finally looking at who you know, and how to find more prospects to help hit your sales goals .

As a sales manager, it’ll be your job to maintain, update, and enforce your team’s go-to-market plan. You’ll need to analyze the metrics and see whether your team is on track regarding sales quotas and company goals.

5. Communicating Successfully Both Up and Down the Ladder

Most sales manager job postings today clearly highlight just how much you’ll have to hop on the phone, show up for presentations, dive into partnership development, and otherwise be involved in the sales process and problem-solving with key accounts from start to finish.

Therefore, strong interpersonal and communication skills are essential. Though that doesn’t mean we’re all very good at these skills.

Often, the more skilled you are as a salesperson, the more difficult it can be to put yourself back in the beginner’s mindset. making it more difficult to effectively communicate with reps who aren’t quite on your level yet. Known in academia as the curse of knowledge , this cognitive bias can make it more difficult to effectively communicate with reps who aren’t quite on your level yet.

If this kind of communication isn’t a strong suit of yours, fear not. You can start flexing that muscle today by purposefully going out of your way to over-communicate (within reason) with your fellow co-workers.

When mentoring a rep going through challenges, make it a point not to assume they have the same base of knowledge and experience you have. Start further back than you normally would, verbally express what’s happening inside your head, and explain the logic and reasoning behind the troubleshooting steps you take.

Take the time to build a stronger relationship with the marketing manager--maybe discuss sales data or share areas where sales and marketing could align better.

6. Organizing Your Tasks & Sales Team

Once you become a sales manager, there will be a lot of demands on your time throughout the day. That means you can’t always fly by the seat of your pants, accepting every meeting request that comes your way, right there on the spot.

While your role (and daily activities) have completely changed as a sales manager, it’s also easy to default to going about your day with the same routine as when you were still an individual contributor.

Take a step back every Monday morning to thoughtfully plan out your schedule. Leave time to interact with your team members. Block out the space you need to work on other key activities like forecasting, planning, experimenting, and training.

If your reps aren’t organized and staying on-task, you can’t expect them to always perform at peak capacity and hit their numbers ( sales management tools like Close can help with that). If you’re not organized, can you really expect your reps to be?

Part of being an effective sales manager—and leader—is showcasing your values and clearly articulating your priorities to your team members. Share exactly what’s expected of them, how you’ll be measuring their performance, and rewarding them.

Equally important is establishing how you want your team to work. Don’t assume everything will just fall into place and you’ll magically hit your targets. Going back to communication here, take the time to explain in detail how you want your team to work. Set the right expectations and enforce your sales process .

Becoming more organized at work starts with your physical space. Keep your desk area uncluttered, have everything you need within reach, maintain control of your email inbox , start your day with a list of your top priorities, and try to avoid the mania of multitasking.

7. Forecasting Sales Results (Within a Reasonable Margin of Error)

Be transparent and specific when communicating the direction your team is going in and what needs to be done on an individual level.

Showing your higher-ups that your team can reliably perform based on those expectations and predictably hit goals is equally important to your success as a sales manager.

While there are a lot of different sales forecasting strategies you can adhere to depending upon your type of business model, industry, length of sales cycle, and otherwise, here are a few of the most common:

• Lead-driven forecasting: The lead-driven method relies on understanding the relationship your leads have with your company, and what they’re likely to do based on that relationship. Here, you’re analyzing each lead source and assigning a value to that source based on what similar leads have done in the past.
• Opportunity stage forecasting: This method takes your sales pipeline, chops it up, and assigns a percentage value to each one based on how likely a lead is to close . So, a new prospect might have a 10% potential close rate, whereas someone who has gone through a product demo might be at 80%.
• Multivariable forecasting: This method takes the best aspects of most forecasting methods, and puts them together into one complex, analytics-driven system. Let’s say you’ve got two reps hustling similar accounts. The first one is working a $10,000 deal and has just finished a successful product demo. Based on your rep’s individual win rate for this stage of the deal, your multivariable analysis says he’s 40% likely to close the deal this quarter, giving you a sales forecast of $4,000. Your second rep is selling a smaller, $2,000 deal and is earlier in the process, yet their win rate is through the roof, also giving them a 40% chance of closing the deal this quarter and a forecast of $800. Your total sales forecast at this point for the quarter would be $4,800.

Even if you’re not great at forecasting sales today, there’s still hope for you yet.

Hands down, the best way to get better at forecasting your own monthly and quarterly results is to dig deep into the numbers—take a look at results from previous periods, calculate win rates, develop and refine your own multivariable forecasting model to see how accurate it can become at predicting your own results.

Over time, you’ll improve and can continue refining your model by testing it out with other members on your team, presenting it to management, and getting feedback.

8. Managing Your Time + Helping Your Team Do the Same

Time management is one of the most crucial sales manager skills, because without it, you won’t be able to effectively address points 1-7. Here are some of the most important time management strategies to employ today.

• Set and maintain boundaries: Other people don’t like boundaries, because it means they get less of what they “need” in the moment. Too bad, though. If you want to be a good manager, you need to learn to set your boundaries and then hold them unless there’s a true fire. That means don’t schedule extra meetings, don’t allow anyone to barge through your door all day, and never miss client-facing obligations unless you truly can’t help it.
• Block out time for day-to-day tasks: Most of us find that once the day begins, there’s a good chance it will get away from us. That’s why it’s important to prioritize and do the hardest tasks first. If you plan to get one big thing done in the morning and one big thing done after lunch, then you’ll have a pretty good day - even if everything else goes to pot.
• Do advanced diary planning: Knowing what’s coming down the pike will make the above much easier, so always look through your calendar the day before.
• Avoid multitasking: Multitasking is a myth . Your brain is not capable of doing two things at once; it is merely capable of making you think it can by switching between them really, really fast. However, that time it takes to switch is time you could be using on just one task, if you keep your calendar simple and complete things one at a time. Let go of the myth.

A sales manager who can show these time management principles in action will inspire sales representatives and increase overall team efficiency, so hone these sales skills today.

Qualities of a Good Sales Manager

Wondering what qualities you’ll need to succeed as a sales manager? Both interpersonal skills and soft skills come into play, including:

• Active listening and strong communication skills
• Customer relationship management skills using a high-quality CRM
• Strategic planning and analysis skills
• Proactive lead generation and prospecting skills
• Ability to develop new sales strategies and implement them
• Willingness to take feedback and use others’ ideas
• Collaboration and delegation skills
• Analytical skills and attention to the bottom line

Keep in mind that a successful sales manager may need to spend some time developing some of these qualities. Not all sales leaders will perform perfectly in each of these, especially if you’re are newer to the field.

Do You Have What It Takes to Become a Sales Manager?

You don't need a master's degree to become a successful sales manager.

What you do need are the right skills and base of experience and the ability to position yourself as the perfect candidate.

As Professor Emeritus Andris A. Zoltners explained in a 2019 article , even sales managers need more training to develop the skills required to lead sales teams effectively.

When you’re moving from sales rep to sales manager, you probably don’t have the ability to talk about your experience managing a sales team (unless you’ve taken on interim management roles in the past). So, what’s the next best thing?

While you’re not yet a sales manager in title, you can still show you’re performing many of those activities at work.

Remember all of the sales manager skills we just talked about here? You can start sharpening them and putting each of them into practice, even in subtle ways, at your job today.

Is your company’s go-to-market plan due for a refresh? Show your initiative by taking a pass at updating some of your process documents based on the situation on the ground today.

Build a forecasting model to start predicting your team’s results out into the future. Refer high-quality candidates for new sales roles to your hiring managers. Get more organized. Keep improving with communication.

What's more, you want the right sales management software to help you accomplish all this! In an ideal world, the tool you use to manage your sales team is the same tool your sales team uses to sell.

Most importantly, it’s crucial to document all of the changes you’re creating. Keep track of all the different ways you’re practically a sales manager already, and you’ll build a compelling case for why you deserve a promotion—or the leveled-up title at a different company.

The next step to becoming a sales manager? Download our ready-made set of resources to manage a sales team effectively:

ACCESS YOUR SALES MANAGEMENT TOOLKIT

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