How to Elevate your Sales Presentations, Deliver Results and 10x your Impact.

??Hello friend, Ren here! Welcome to my newsletter, where I share sales mindsets, strategies, tools and processes for winning High-Value Deals.

Today we are going to talk about how to deliver a great sales presentation.

Part 1: What is the 4MAT model?

Part 2: Why use the 4MAT model in sales?

Part 3: Practical application in your sales meetings.

Why do some sales presentations fall flat while others leave a lasting impression and convert prospects into customers? Able to make us think again. And convert a non-supporter to supporter.

Have you considered getting to know your audience and adapting your approach to accommodate their distinct “learning and communicating” styles?

This is where the powerful 4MAT Model comes in.

I learned 4MAT during my studies at The Coaching Institute. As a coach we had to learn how to be a better presenter and educator.

Developed by Bernice McCarthy, this framework categorises learners into four distinct preferences: Why, What, How, and So What. Incorporating these elements into your sales presentations ensures your message resonates with everyone in the room, not just a select few.

What is the 4MAT model?

The 4MAT model is an instructional design framework developed to cater to different learning styles, making information accessible and engaging for everyone. It’s structured around four key components:

1. Why: This section addresses the importance of the topic, engaging the audience by connecting with their emotions and highlighting the relevance to their needs.
2. What: This part provides a thorough explanation of the subject, offering facts, definitions, and necessary details to foster understanding.
3. How: Here, practical application is discussed. It’s all about showing how concepts can be applied in real-life scenarios, providing actionable steps.
4. What If: Finally, this segment encourages reflection and future application, asking your clients for insights and what they’ve learned in your presentation.

Why Use the 4MAT Model in Sales?

The essence of sales lies in connection and making our clients think again and change the status quo.

We are change makers.

The 4MAT model ensures that your messaging covers all bases—from establishing emotional connections and presenting cold, hard facts to demonstrating real-world applications and encouraging engagement.

This approach guarantees that no matter the audience’s preferred learning style, your message will be heard, felt, and understood.

Improving Sales Results with 4MAT

Imagine walking into a sales meeting armed with more than just a product—it’s a solution to their challenges and problems. Through the 4MAT model, you can structure your presentation to:

• Connect emotionally by explaining why your solution matters in the grand scheme of things.
• Educate your audience with valuable information about your solution and its unique benefits.
• Demonstrate with clarity how your solution can be implemented effectively.
• Inspire action by helping your audience visualise the potential impacts of adopting your solution.

Practical Application in Sales Meetings and Presentations

As sales leaders, we present to our clients and our organisation.

We deliver vital messages and presentations to our management, our team who support us in our sales opportunities and other significant stakeholders.

I remember my Alcatel-Lucent days (now Nokia) when I needed to present my account strategy clearly and win their support. This was essential to obtaining the necessary resources to serve my clients effectively.

To harness the power of the 4MAT model in your approach, consider the following steps:

1. Start with ‘Why’: Kick off your presentation by sharing a compelling story or statistic highlighting the significance of your idea or solution. This could be a personal anecdote or a notable success story.
2. Move to ‘What’: After grabbing their interest, provide a detailed overview of your idea or solution. Use clear, jargon-free language to ensure understanding.
3. Show ‘How’: Use real-life examples to share your point or show your solution. This helps the audience visualise its practical application.
4. End with ‘What If ‘: Encourage your audience to imagine the possibilities. Ask questions that prompt them to think about how the idea or solution could work for them.

Other resources

I have also written a guide on delivering a winning sales presentation and enabling your clients to decide. It includes creating your unique value proposition, proposal template and more.

Check it out here:

The Ultimate Framework for Crafting and Delivering a Winning Sales Pitch - Part 1

The Ultimate Framework for Crafting and Delivering a Winning Sales Pitch - Part 2

Have you used 4MAT before? What models or frameworks work for you in delivering presentations?

Thanks for being here!??

Ren Saguil

PS:

??If you are a B2B sales professional and want to upskill to win high value complex deals, check out my Cohort-based Course Elite Sales Athletes Cohort Based Course. We are kicking-off on June 12,2024!