1. 31 Ways to Deliver a Dynamic
Sales Presentation

2. How to Deliver a Dynamic Sales Presentation Kelley Robertson
Copyright © 2004 The Robertson Training Group. All rights reserved. 2
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3. How to Deliver a Dynamic Sales Presentation Kelley Robertson
Copyright © 2004 The Robertson Training Group. All rights reserved. 3
31 Ways to Deliver a Dynamic Sales Presentation
In this booklet you will find tips and strategies that will improve your sales presentations.
These techniques will help you actively engage your customer in the sales process,
keep him/her involved in your presentation, and increase your closing ratio.
1. Learn as much about your customers’ needs as possible.
Ask plenty of open-ended questions to learn what is
important to them, what their buying criteria are, their likes
and dislikes, their experience with your product/service or a
competitor’s, and what their real buying motives are. Open-
ended questions begin with “what,” “where,” “who,” “why,”
“when,” and “how.”
2. Adapt your presentation. Don’t waste the customers’ time by
talking about aspects of your business, product or service
that have little or no relevance to their specific situation. For
example, when I bought my last car, one salesperson kept
talking about the engine and power train specifications. But
the most important aspect to me was how well it handled
and how quiet it was while driving on the highway. Had she
asked me a few questions at the beginning of the sales
process, she could have focused on these issues. This
would have kept my attention much longer and maybe
influenced me to buy from her.
3. Do not force your customers to be passive bystanders.
Involve and engage them in the entire sales process. Use
questions. Ask them to share their thoughts and comments.
Encourage them to pick up the product, touch and feel it.
This creates an emotional bond and is a powerful way to
engage them.
4. Practise your presentation. Develop your presentation skills
so you can keep your customer’s attention. Record your
presentations on audio and, preferably video, so you can
review them. This can be a painful process but it is definitely
worth it.
5. People like to hear their name so learn your customer’s
name early in the sales process and use it during your
conversation. Use their name when you want to make or
reinforce a specific point. This approach can help you gain
and keep their attention. If someone has a difficult name to
pronounce, ask her to repeat it and listen carefully. Caution:
The ability to
present your
thoughts and
ideas is a key
leadership trait.

4. How to Deliver a Dynamic Sales Presentation Kelley Robertson
Copyright © 2004 The Robertson Training Group. All rights reserved. 4
be careful not to overuse names in the conversation or you
will lose credibility.
6. Develop a natural style. Watch other people present their
product or service and pay attention to what they do well.
Then incorporate what they do well into your style and make
it your own.
7. Use your own words – don’t recite from memory. Create
responses for frequent questions but be careful not to sound
like your response is rehearsed.
8. Put yourself in the customer’s shoes. Learn what is
important to them. Position your product/service to show
them how it will save them money or time, increase their
sales, reduce their expenses, make their life more enjoyable,
less stressful, etc. Always view the selling process from the
customer’s perspective.
9. Focus on discussing benefits rather than features. Most
sales people fall into the trap of presenting just the features
of a product. But people buy benefits. Benefits show the
customer what is in it for them (WII-FM) and address the
question, “So what?” Here is how you can phrase your
presentation; “This iron has an auto shut-off features which
means it will automatically shut off in ten minutes when not
in use. The benefit to you is, if you forget to turn it off when
you’re in a hurry, you don’t have to worry about an electrical
fire.”
10. Increase the number of presentations you make. The more
people you talk to, the more sales you will close. Ensure that
your presentations are made to qualified prospects and are
of high quality.
11. Pace your presentation. Racing through one presentation
just to get to the next one will not generate customer
confidence or loyalty. A relaxed, comfortable presentation is
an excellent way to build consumer confidence.
12. Know where everything is that you need to do your job. Keep
tools such as business cards, pens, etc., close by so you
don’t have to hunt for them. Nothing looks less professional
than having to search for a pen when your customer is
waiting.
13. No one sells every customer. Learn how to turn over a
customer you are unable to connect with. If you don’t
Focus the
customer’s WII-FM.
You are your
brand. Develop a
style of your own
that is natural and
that feels
f t bl

5. How to Deliver a Dynamic Sales Presentation Kelley Robertson
Copyright © 2004 The Robertson Training Group. All rights reserved. 5
connect with someone it is better to refer him to another
person in your company rather than lose the sale entirely.
14. Be conversational. Speak as though you are talking with a
friend. Maintain your natural tone and pitch. I’ve noticed
many sales people raise their voice an octave or two when
they are talking to customers. Your sales voice should be the
same as the tone you use with your friends and coworkers.
This is particularly important when you are talking to a client
on the telephone.
15. Pause before responding to a question. Give thought to your
response and avoid spewing out a response.
16. Believe in your product or service. If you don't, your
customer won't either. Your confidence increases when you
believe in what you sell.
17. Be passionate. Your passion for your product or service
must shine through in your presentations.
18. Be prepared. Plan your approach and establish your
objectives before each sales contact. Develop quality
questions to ask your customers. Learn everything about
your product and be able to answer any question that you
are asked. Invest the time learning about your company and
know what separates you from your competition.
19. Learn how to present yourself effectively. Take a Dale
Carnegie course in public speaking or join a local chapter of
Toastmasters International. The investment will pay for itself
immediately. One concept that gets taught by these
organizations is that every presentation must have an
opening, body, and conclusion. Quality sales presentations
should also follow this guideline.
20. Develop the ability to clearly present yourself. People want
to buy from salespeople who demonstrate confidence and
poise. Write out the key points of your presentation and
practise them until you can clearly articulate your unique
selling advantage.
21. Show your customers that you differ from your competitors;
don't just tell them. People don’t always believe what they
hear, particularly from someone who’s selling a product or
service. Show them though your actions and methods what
separates you from your competition. Use testimonial letters,
offer written proof, or give them brochures or pamphlets.
The higher your
belief in your
product/service,
the higher your
sales will be.
It is always more
effective to show
rather than tell.
The more you learn
about your
customer, the
better you can
position your
product or service.

6. How to Deliver a Dynamic Sales Presentation Kelley Robertson
Copyright © 2004 The Robertson Training Group. All rights reserved. 6
22. Demonstrate the value of buying from you and your
company. Price is a factor in virtually every sales transaction
but it is not usually the primary factor. Show people tangible
evidence of how they will benefit from your product or
service and they will be eager to do business with you.
23. Be aware of your words, tone and body language. Most
sales people deliver their presentation verbally and neglect
to use their hands, arms and facial gestures. People believe
what they see more than what they hear. This means your
body language delivers a more compelling message than
your words. Make sure your words, tone of voice and body
language work together to deliver the message you want
your customer to hear.
24. View the sales interaction as a process, not an event. Work
through the entire sales process rather than taking short
cuts. Pay particular attention to the qualifying process so you
can present your product or service in a manner that appeals
to your customer’s specific situation.
25. Relax. If you are rushing through the sales presentation in
order to try and close a sale, your prospect or customer will
feel it and they will resist.
26. Differentiate yourself from your competitors by: a) knowing
your value and, b) being able to present that value in terms
that are relevant to your customer. For example; do you offer
exceptional service? Are you an expert in the field? Are you
trustworthy and reliable? Are you faster and better than your
competitors? You must give people a reason to buy from you
instead of your competition
27. Know what products your competitors carry and how they
differ from yours. Knowledge is power when used
appropriately. What makes you stand out from your
competition? Do you know what your competitors offer? How
are your products different? Why should someone buy from
you versus your competitor?
28. Think before you speak. The pause will give you time to
process the information you just heard. You can then think of
the best way to position your response. This will help you
develop your credibility with your prospects and customers.
29. Vary your tone of voice. Many salespeople unconsciously
slip into a monotone during their presentation. Record a
Always be prepared
to answer,
“Why should I buy
from you?”

7. How to Deliver a Dynamic Sales Presentation Kelley Robertson
Copyright © 2004 The Robertson Training Group. All rights reserved. 7
mock presentation and listen to how you sound. Make notes
about what you don’t like and take action to improve.
30. Be enthusiastic. Most sales presentations lack the energy
and excitement to motivate someone to take action.
31. Never mislead a customer. If you don’t know the answer to a
question, don’t fake it. Be completely honest in all your
dealings, all the time.
This list was adapted from the book, “Stop, Ask & Listen –
Proven Sales Techniques to Turn Browsers into Buyers”
written by Kelley Robertson. This unique sales guide shows
sales associates how to improve their overall sales by
applying a few customer-focused selling strategies.
Robertson provides many real-life examples of how the
concepts work and unlike most business or self-help books,
he provides a Blueprint for Success. This step-by-step
process shows you how to incorporate the concepts into
your work environment. Visit www.stopasklisten.com today
to order this valuable book.
Kelley is available for keynote presentations and training workshops. For information on
his programs contact him at 905-633-7750, 1-866-694-3583 or reach him by or email
him at: Kelley@RobertsonTrainingGroup.com.
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