COACHES'CORNER

10 Reasons Why Sales Presentations Fail

By Kevin Daley

1 - Too Much Sizzle, Not Enough Steak

There is no substitute for substance. Technology such as PowerPoint slides and WebX demos are great tools, but presenters often rely so much on impressive technology that they skimp on impressive content.

2 - No Rapport = No Sale

Most salespeople already attempt to connect with their audience through eye contact, strong delivery and interesting content. But that's only part of it. Salespeople must listen to prospects - and more important, the prospects have to know they've been heard. Salespeople who can naturally "play back" what they've heard are more effective at closing deals.

3 - Not Minding Your P's and Q's in Q&A

Behind every question a salesperson receives lies an issue or an agenda. Each person at a presentation may have a different agenda. The only way to uncover that is to delve. One time-tested formula is to reply to questions with a brief answer followed by, "I'm curious, why do you ask?"

4 - Poor Preparation

Sales presentations should be planned as carefully as an elaborate dinner party. How will the information flow? What questions are likely to be asked? Role playing ahead of time helps eliminate surprises. Top salespeople constantly revise and criticize their own presentations.

5 - Oops! Someone Forgot to Ask for the Business

Sometimes salespeople get so caught up in the details that they forget the most basic reason they are there. Make sure your salespeople ask for the prospect's business (preferably more than once).

6 - Lack of Coordination

This is especially important in group presentations. Like a dramatic production, team presentations require precise choreography and lots of rehearsal. Each person much know his or her role; the hand-offs must be impeccable; and just like the links in a chain, the presentation is only as strong as the weakest presenter.

7 - Talking Too Much

A salesperson who spends most of his time talking is not uncovering the prospect's real needs. A good rule of thumb is to devote 80 percent of the time to listening and 20 percent to talking. Remember, a sales presentation isn't about your product or service, it's about your prospect's needs.

8 - Shakes and Rattles

It's natural to be nervous before a presentation. Unfortunately, nervousness can translate into jittery body language and roaming eyes, which can undermine an otherwise strong presentation. If possible, a salesperson should visit the room beforehand where the meeting will take place. And channeling nervous energy into one's voice can divert it from the arms and legs.

9 - Poor Questioning Skills

A sales presentation is more about uploading information from a prospect than downloading product features to them. Intelligent questions must be asked to ensure that the information presented is relevant to the prospect's needs.

10 - Not Connecting Benefits to Prospects' Needs

A benefit is only beneficial to the extent that it meets the prospect's needs. Successful presenters have either defined the prospects' needs beforehand or are on a mission to do so during the presentation. Fail to make this connection and you'll likely fail to make the sale.
 

Kevin Daley is the founder of Communispond (www.communispond.com), a business communications specialist.
 

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