To improve your chances of making a sale, you must master the art of delivering a good sales presentation. An effective presentation will work toward specifically solving the customer's problems. The sales presentation method you select should be based on prior knowledge of the customer, your sales call objective, and your customer benefit plan.

Because prospects want to know how you and your product will benefit them and the companies they represent, you must show that you have a right to present your product because it has key benefits for them. Many different sales presentation methods are available. They differ from one another depending on what percentage of the conversation is controlled by the salesperson. The salesperson usually does most of the talking in the more structured memorized and formula selling techniques, while more buyer–seller interaction occurs in the less structured methods. In the memorized presentation, or stimulus–response method, the salesperson does 80 to 90 percent of the talking, with each customer receiving the same sales pitch. Although this method ensures a well-planned presentation and is good for certain nontechnical products, it is also somewhat inflexible, allowing little prospect participation. The formula presentation, a persuasive selling presentation, is similar to the first method, but it takes the prospect into account by answering questions and handling objections.

The most challenging and creative form of selling uses the need-satisfaction presentation. This flexible method begins by raising questions about what the customer specifically needs. After you are aware of the customer's needs, you can then show how your products fit these needs. You must be cautious because many people don’t want to open up to the salesperson.

When selling highly complex or technical products like computers or insurance, a problem–solution presentation consisting of six steps is a good sales method. This method involves developing a detailed analysis of the buyer's specific needs and problems and designing a proposal and presentation to fit these needs. This customized method often uses a selling team to present the specialized information to the buyer.

In comparing the four presentation methods, there is no one best method. Each one must be tailored to meet the particular characteristics of a specific selling situation or environment.