The purpose of a sales presentation is to sell; to convince the prospect that you have a solution to a problem that they in fact have, and that you are the best problem solver around. The fee in turn, must be commensurate with the value delivered.
But here’s the problem: First, 95% of the possible prospects in your territory don’t necessarily agree that they have a problem – or at least have a problem that you specialize in solving. Second, most presentations are informational, offering no compelling value. They are not centered on solving a known problem. The other 5% of the people out there admit they have a problem, but have no reason to believe your solution is any better than the next guy. In this case you lack differentiation.
Since most presentations look pretty much the same, the client’s propensity is to continue doing business with the known quantity unless in incumbent’s price is severely undercut. Don’t overestimate your brand or uniqueness based on things everyone has, or at least say they have. Start treating your presentation as a commercial, or perhaps an infomercial. Put more time into making a great presentation and you’ll waste less time on unqualified meetings.
© 2011, David Stelzl