In my book, presentation skills and selling skills go hand and hand. The principles of effective selling will help you to produce powerful persuasive presentation and the principles of great presenting will help you sell much better face to face.
Almost every type of presentation is about persuasion. You want your audience to do something as a result of your presentation. So to do this you need to consider the same sort of things you do when planning a sales call.
- What is your outcome
- Who is your customer(audience)
- What are their needs and wants?
- What is there initial attitude to your message (product)
- What features of your product or message can you turn into relevant benefits for the audience
- What are the potential pitfalls of staying with their existing behaviour or supplier and how can you use these to “disturb” the status quo?
The answers to these questions will allow you to develop an effective and tailored sales proposition for your audience which you can then bring to life with great presentation skills.
Remember most of the skills needed to be a great presenter or speaker work whether you are speaking to 1 person or 1000!
- Establish rapport through mirroring non-verbal signals, tonality, volume and vocabulary
- Engage with confident eye contact
- Vary your vocal delivery to maintain interest and build enthusiasm
- Ensure that your body language and gestures are congruent with your message
- Use silence effectively to allow your audience time to process your proposals
So if you are just a good salesman, polish your presentation skills and you will become great!
And if you are just a confident presenter, learn how to use the techniques of selling and influencing to supercharge your presentations.