You’re struggling to land clients. How can you make your presentation skills stand out?

Having worked in the B2B sector for quite some time, I can relive those days when leads were hard to convert and close. You should start by segmenting businesses based on their size, industry, and specific product needs. In our firm we would sell targeted security solutions to mid-sized businesses and organizations. We would focus on those likely to face compliance and data protection challenges. We would engage with IT directors, purchase, and security managers in that sector through targeted outreach, industry forums, and networking events. Understanding their unique challenges and preferences was key to tailoring our messaging and solutions, ensuring relevance & value.

Relatability is key. Avoid being too "far" from your target audience. Know your customers in terms of preferences, challenges and aspirations. Before you even present, consider diagnosing their needs and wants. Spend time listening to their challenges and interests before showcasing what you can do. Be interested, not interesting.

To enhance your presentation skills and attract clients effectively, start by thoroughly understanding your audience's needs and preferences. Tailor your presentation content to address their pain points and offer solutions that resonate with them. Incorporate compelling storytelling techniques to engage your audience emotionally and make your message memorable. Use visuals such as graphs, charts, and images to illustrate key points and break up the monotony of text. Practice your delivery extensively to ensure confidence and fluency, and consider recording yourself to identify areas for improvement.

In addition to content, focus on your presentation delivery. Maintain strong eye contact with your audience to establish trust and connection, and use confident body language to convey authority and credibility. Speak clearly and at a moderate pace, allowing your audience to absorb the information without feeling overwhelmed. Incorporate pauses strategically to emphasize important points and give your audience time to digest the information.

Utilize technology effectively to enhance your presentation. Use presentation software like PowerPoint or Prezi to create visually appealing slides that support your message without overshadowing it. Incorporate multimedia elements such as videos or interactive simulations to demonstrate your expertise and engage your audience further. Practice using the technology beforehand to ensure smooth transitions and troubleshoot any potential issues that may arise during your presentation.

Excitement- our emotion affects our expression. If you're not excited about getting the results for them, you're giving them a sense of confidence. Yet, be mindful of not overdoing it to avoid being seemed as artificial. Leverage on Halo effect- tendency for positive impressions in one area to positively influence one's opinion or feelings.

One of the best statements I've learnt from my years in sales presentations- If there's anything you would like to clarify during my presentation, feel free to stop me. Another variation would be- If you ever feel that you're confused or curious to know, feel free to let me know. Don't just say these statements, act on them. If you welcome questions genuinely, it shows that you're co-creating the presentation with them, instead of just being one sided.

While you can anticipate the possible questions that are most likely to be asked, you cannot just expect them to be the only ones. Many times, the kind of questions asked by the audience are totally different from what you might have expected. It could be out of topic also. So learn how to be answerable on the spot, because you cannot always practice everything and go on the presentation day. Just remember, the questions must be handled with diligence and ensured that the audience is satisfied.