The sales presentation is a persuasive vocal and visual explanation of a proposition. While there are numerous methods for making a sales presentation, the four common ones are the memorized, formula, need-satisfaction, and problem-solution selling methods. Each method is effective if used for the proper situation. In developing your presentation, consider the elements of the sales presentation mix that you will use for each prospect. The proper use of persuasive communication techniques, methods to develop prospect participation, proof statements, visual aids, dramatization, and demonstrations increases your chance of illustrating how your products will satisfy your prospect’s needs.

It is often not what we say but how we say it that results in the sale. Persuasive communication techniques (questioning, listening, logical reasoning, suggestion, and the use of trial closes) help to uncover needs, to communicate effectively, and to pull the prospect into the conversation.

Proof statements are especially useful in showing your prospect that what you say is true and that you can be trusted. When challenged, prove it by incorporating facts in your presentation on a customer's past sales--guaranteeing the product will work or sell, testimonials, and company and independent research results.

To both show and tell, visuals must be properly designed to illustrate features, advantages, and benefits of your products through graphics, dramatization, and demonstration. This allows you to capture the prospect's attention and interest; to create two-way communication and participation; to express your proposition in a clearer, more complete manner; and to make more sales. Careful attention to development and rehearsal of the presentation is needed to ensure it occurs smoothly and naturally. Always prepare for the unexpected, such as a demonstration that falls apart, interruptions, the prospect's questions about the competition, or the necessity to make your presentation in a less than ideal place, such as in the aisle of a retail store or in the warehouse.

The presentation part of the overall sales presentation is the heart of the sale. It is where you develop the desire, conviction, and action. By giving an effective presentation, you have fewer objections to your proposition, which makes for an easier sale close.

If you want to be a real professional in selling, acquire or create materials that convey your message and convince others to believe it. If you try to sell without using the components of the sales presentation mix, you are losing sales not because of what you say but how you say it. Exhibits, facts, statistics, examples, analogies, testimonials, and samples should be part of your repertoire. Without them, you are not equipped to do a professional job of selling.