The ability to present information clearly and effectively is an essential skill in the salesperson’s toolkit. In many cases, the strength of a presentation can be the difference between success and failure. Your next deal is subject to a great first impression and a lasting one at that; but all too often a good message gets clouded by bad delivery. No matter how good a pitch is, if it isn’t presented with conviction, power and confidence then there’s little chance it will get heard. Those who master the art of presenting deliver high impact and persuasive messages with style and substance, putting them a step ahead of the competition and a stride closer to the deal. Here, Pareto Law explains how you can learn to present effectively, with maximum impact.

1. GUIDE.
TOP TIPS:...for High Impact Presenting.

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INTRODUCTION The ability to present information clearly and effectively is an essential skill in
the salesperson’s toolkit. In many cases, the strength of a presentation can be the
difference between success and failure. Your next deal is subject to a great first
impression and a lasting one at that; but all too often a good message gets clouded by
bad delivery. No matter how good a pitch is, if it isn’t presented with conviction, power
and confidence then there’s little chance it will get heard. Those who master the art
of presenting deliver high impact and persuasive messages with style and substance,
putting them a step ahead of the competition and a stride closer to the deal.
Pareto’s industry-leading sales trainers have compiled a brief guide to high impact
presenting, designed to help make those small changes that will make a big difference
to your pitches.
“FAIL TO PREPARE,
PREPARE TO FAIL”
The delivery of a compelling presentation depends on a strong plan. While you may
already possess knowledge or experience of a particular field, without adequate and
specific preparation you’re setting yourself up for a fall before you’re even off the
starting blocks. To present yourself as an expert, you need to be an expert. Researching
the topic thoroughly will provide the knowledge required to present directly and with
impact.
While planning prepares you, practising builds confidence. Although many prefer to
‘wing it’, failing to practice can undermine the message you’re trying to convey. If you
enter a pitch without feeling secure in your message, not only will the audience know
but your delivery will be at risk too.
UNDERSTAND YOUR
AUDIENCE
Understanding the audience is essential to any presentation. Every message should
be tailored to fit the needs of the recipient. Senior executives won’t want to hear
about the technical specifications of a product or service; they are more interested in
the bottom line benefits and the difference you can make to their business. While an
audience of engineers will respond to statistics and evidence to support what you’re
saying.
Give a lot of thought to whom you will be presenting to and work out what will interest
and intrigue them. By understanding your audience you will understand what they
need to hear, therefore you can adjust your presentation accordingly.
IT’S ALL ABOUT TIMING In most cases there will be a time limit, whether it’s one set by yourself or by the
limitations of the situation. Either way, it’s important to stick to them. Too short and
you’ll leave your audience second guessing, too long and they’ll be bored. Make sure
your presentation fits comfortably into your time limit and practice it; that way you
can deliver at a pace you feel comfortable with and you can be confident nothing will
get left out.
A STURDY STRUCTURE
WILL SUPPORT YOUR
MESSAGE
Structure is imperative when delivering a truly compelling message. It retains the
attention of your audience while keeping you on course. Having a strong and fluid
structure in place ensures you maintain a linear approach to the subject; it guides you
from one point to the next.
The customer won’t always remember everything you deliver, no matter how engaging
you are. Clear themes and a logical path topped off with a good conclusion will make
a big difference to the amount of information the customer retains.
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3. DON’T LOSE FOCUS One of the most important things to remember when delivering a high impact
presentation is to be compelling. To achieve this, your presentation needs to have the
right focus. A typical sales pitch should be benefit driven. There’s no point highlighting
your product, service or features if the audience can’t see a benefit to buying.
Focus your presentation on the issues, problems or challenges the customer may be
facing and show how you will help them meet those challenges. Successfully doing
so will actively include your buyer in the discussion - captivating their attention and
gaining their commitment.
VISUAL AIDS: LESS IS MORE Visual aids are key to any successful presentation. If used right, they enhance your
points and help engage your audience. Some people respond more to visual messages
than to verbal ones, so it’s a good idea to provide both to suit all of your audience.
However, they are intended to support the message, not to drive it.
Too often presentations involve slides with an overload of information. Visual aids
are there to make a presentation stronger and more illustrated; by becoming overly
dependent on them, you risk a smooth delivery and can end up damaging your
confidence. Ineffective visual aids will alienate your audience as you find yourself
interacting more with them and less with your customer. Keep it simple.
DON’T LET NERVES
DISTRACT YOUR AUDIENCE
Everyone gets nervous before a presentation, but failing to combat this will leave your
presentation looking weak and you looking ill prepared. When going up against your
competitors, appearing calm, collected and competent is of utmost importance. The
goal is to connect with your audience; if you’re fidgeting or stumbling, your audience
will be too distracted to successfully digest your message.
Before entering any presentation, arm yourself with empowering beliefs: “What do
I believe about my product?”; “What do I believe about my company?”; “What do I
believe about myself that will enable me to deliver a truly compelling presentation?”.
IS YOUR BODY SPEAKING
THE SAME LANGUAGE?
A successful pitch isn’t merely measured on the content of a presentation. When
delivering a high impact presentation, the most important visual aid is you: the
presenter. Your body language can say a lot and can sometimes betray the message
you are verbally trying to convey.
By being conscious of your body language, you can use it to your advantage and use
it to support the key points. Open gestures and strong eye contact will ensure you
receive the full attention of your audience, as apposed to any other visual aid.
START WITH A STATEMENT,
FINISH WITH A BANG
Making an entrance is critical; you need to have your audience’s attention from the
outset. So, get them hooked. If your opening clause is powerful, direct and delivered
with conviction then you’re giving yourself a much better chance of maintaining your
audience’s attention for the ensuing slides.
Keep in mind that in many cases you will be measured against competitors who are
also presenting so ask yourself what will make the customers sit up and pay attention
right from the start.
Likewise, you need to end your presentation in a similar way; ending on a solid note
will make sure your presentation doesn’t come to a dull end. Remind your audience of
your most important and persuading point. Be direct and to the point while you deliver
your central message and don’t rush as you approach the finale – stay confident and
composed and finish with a bang!
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4. HEAD OFFICE ADDRESS
Pareto House, Church Street, Wilmslow SK9 1AX
T 08436 367 669 W www.pareto.co.uk E info@pareto.co.uk
Call Pareto today
for more
information on
08436 362 321
or email
info@pareto.co.uk