Win More with Customized, Confident Presentations

Whether your sales process is face-to-face or through paper bids, successful selling is never just about price. Winning a customer is about identifying their needs and demonstrating how your organization can meet or exceed those needs.

In the bid process, buyers often make their final decision from a short list, including presentations from each potential vendor. The sales presentation provides an opportunity to demonstrate all the reasons why your organization is the best choice. While there is no way to read a buyer's mind, there are some straightforward presentation strategies that will increase your chances of winning.

Personalize Your Presentation

In the 1990s, video sales presentations were very popular because they captured the best sales pitch that demonstrated the features and benefits of the product or service. However, the video was used with every customer and each customer has a different set of priorities. For a successful presentation, find out what the customer is looking for and then tailor your presentation to show how your products/services fulfill the needs.

How do you identify those priorities? Ask! Most buyers are happy to tell you what they need.

While the buyer may tell you that price was the reason for not choosing your organization, the reality is typically that another bidder provided a better presentation explaining how they could fulfill the buyer's needs.

The winning bid usually has identified the true top priority and has evidence to back how it can fulfill that priority. For instance, if safety was the highest priority need, the vendor's presentation that shows how it can fulfill safety, as well as additional needs, will create a positive impression.

If aesthetics are a hot button, then bring photos of completed projects in a variety of styles--or in the style you know interests the buyer. Exhibits, quotes, trade journal articles and more can be used to enhance the presentation. Remember, the more dramatic the evidence the more powerful the impact.

Offer Confidence and Integrity

While the content of the presentation is important, the presenter also has a role in the success or failure of the proposal. First impressions may not be fair impressions, but they are lasting. In a bid process, buyers begin to build trust with a presenter who can quickly build a rapport with the audience, is professional, knowledgeable and confident.

Practice your presentation. You may want to consider professional coaching in public speaking skills. A little extra work can help you control your nerves, calm your voice and help your confidence.

Getting to the short list isn't enough. The winner will be the one who has identified a customer's specific needs and confidently shown how his or her organization can meet those needs.

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