The Secret Ingredient to a Powerful Sales Presentation

In previous weeks’ posts, we’ve talked about the two main drivers of buying which is mainly problem-pain and desire-pleasure. We’ve also talked about it in the context of prospecting wherein no matter how and where we generate leads, we start with talking about problem-pain or desire-pleasure.

In this week’s content, we’ll be talking about the two main drivers of buying in the context of sales presentation or sales pitch or the part wherein we are actually presenting our products/services to the prospect.

So here is an icebreaker as we start: how do you present your products? Let’s say you’ve already got the prospect and the prospect is interested enough to know more about what you are selling that when you invited them for coffee or into the showroom or a Zoom call, they said yes and they have indeed attended. Now what?

Of course, each sales presentation differs for each salesperson in each industry and each prospect. A real estate broker trying to offer a prospect a condo for rent has a different sales presentation than a financial advisor selling a health insurance to a newly wed couple and that even differs from an In-house real estate agent selling residential lots.

We cannot apply how we sell real estate to how we sell health insurance nor can we apply how we sell SaaS (software as a service) to renting housing. In other words, each of us do sales presentation differently because we all face different situations and different prospects.

But you know what all these prospects in almost all these situations have in common? They all have a certain problem that gives them pain or they have this certain desire that will give them pleasure. It does not matter if we sell real estate or health insurance or SaaS or even coffee, all prospects have problems or desires.

And the reason they entered into a conversation with us in the first place, the reason why they were interested in the first place, is that they think you can help them resolve that problem or relieve that desire.

Why did you grab that product (lets say coffee) in the supermarket and read the packaging? Why were you listening to the salesperson in SM offering you this new toy? Why are we listening to the life insurance sales pitch in the first place?

Just think back of the times when you were a buyer. It could be you in a supermarket looking at the packaging of a product or in the department store talking with the salesperson or even listening to a sales pitch on life insurance.

The reason we picked up that coffee in the supermarket and read the packaging (which is technically the sales presentation that brand is having with you) is that we desire for a good cup of coffee that will make us feel this certain pleasure that only a good cup of coffee can give. It could also be because the coffee we have now is bad or that we want to upgrade and that bad coffee is destroying our day. That is why we are reading the packaging.

The reason we talk with the salesperson in SM Department store is that we want to feel as if we are important and loved and when we buy toys for kids (your own children or your nephews or niece) and they show appreciation, we get that and it feels good.

And the reason we are listening a sales pitch on life insurance? Maybe you heard a story of someone who just suddenly died and their family situation is now in shambles. You might not necessarily be undergoing the same thing but when you hear about it, you suddenly worry that it might and could happen to you. You are now worried and anxious.

In all our purchasing decisions, we can see the common issue: we had a certain problem or desire that we want resolved or relieved. And as the sales presentation goes, whether it be you reading the packaging or the salesperson explaining the features of the toys or the financial advisor presenting the policy, the more the product or service hits our pain points OR can help us get what we want, the more we are intrigued and the more we want to buy.

And that is the point. It does not matter how we make our sales presentation, what matters is we are actually enlightening them that we can help them resolve their problems and desires and that we can help them get what they want. Our products and services are more than just features.

It actually offers benefits that can help our prospects get what they want and help them relieve/resolve the problem or desire they have. And it is important here that we emphasize on our sales presentation that they have a problem or a desire and that we can help them resolve that. As the sales presentation goes on, we then enlighten them how our products or services can make that happen.

Here again, we start with the problem and desire. It is important to know what the prospect’s desire or problem is and how that problem or desire is making them feel. And when we know the answer, we can then openly tell them that we can help them relieve or resolve that problem. It all starts with knowing.

And there are two ways we can look at this. One, we can start all our sales presentation by probing. It means asking the prospect questions as it relates to why they are looking to buy this product we are selling.

Why are they looking to buy our products? What got them interested? Is this their first time?

If they already bought from another company, why are they looking to buy from a different company? Are they not satisfied with their products?

Probing is just the first half. The second half of this is actually empathizing, putting ourselves into their shoes and understanding where they are coming from.

Another way to look at this is generalizing the problem or desire that the market has as it relates to our products and services. What problem or desire is our product specifically solving for our customers? How does those problem or desire make our customers feel? And when we finally have the answer, we bring those points again and again and again during the presentation.

The first one is geared more towards direct high-ticket selling while the second one is more on selling as a whole. Again, there is no one way to do sales presentation but here are the important points we are trying to share: One, we have to identify the problems or desires that the prospect might have as it relates to our products or services. We also have to know what pain or pleasure they want relieved as we empathize with them. The second part here is emphasize those problems and desires (and even the pain or pleasure) again and again during the sales presentation. The more we tell them those things, the more they will be interested. And the more we let them know we can help them, the more they are opening themselves up to us. Lastly, we enlighten them on how our products or services can help resolve their problems and desires.

Each sales presentation might be different for every prospect in every industry but one thing they have in common is that they have a specific problem or desire that makes them feel either pain or longing for that pleasure. The best thing we can do now is tell them we can help them get that and enlighten them how during our sales presentation.

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