How to Make a Persuasive Sales Presentation

March 2011
by Brian Jud

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How to Make a Persuasive Sales Presentation

by Brian Jud

Corporate buyers do not buy books to resell off the shelf. They purchase content that can help them meet a specific objective. Specifically, they want to know how your material can make more money for their companies. And they will know that only when you tell them.

The way to tell them is with a persuasive, professional sales presentation. That involves steps 6 through 8 in the special-sales process. For the earlier steps, see “Make Large Sales to Corporate Buyers” (September 2010), “How to Find Potential Buyers in Special Markets” (October 2010), and “Preparing for a Sales Presentation” (January 2011).

If you prepared your proposal properly, as recommended last month, your presentation is already written. Now you simply deliver it to the decision makers. Your first delivery (Step 6) may be during an informal one-on-one meeting with your initial contact. But a decision is rarely made right after that. Other people at the company will want to investigate your proposal’s impact on employees, sales, brand image, competitive position, customers, salespeople, and budgets (Step 7). The more of these criteria you addressed in your proposal, the less time all that will take.

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