No matter how fine-tuned your sales presentation, unless you can get your audience to sit up, listen and really pay attention, your message will go nowhere.
In sales presentation training, there are basically two topics: content and delivery. Both what you say and how you say it can be tweaked to arrest and maintain audience interest.
Let’s talk first about content.
1. One proven technique to drive a message home is repetition. Though some may think that by repeating a phrase it will lose its value. The opposite is true. Think of the “I Have a Dream” speech of Martin Luther King, Jr. The phrase became a theme and is universally recognized…along with all that King stood for. It was repeated in eight successive sentences.
2. Another way to gain audience attention through content is to know why they came and what they want to hear. If you really know your listeners, you can tailor the content to their interests and roles in the organization. Understand what would help them succeed and how you (and your solutions) can help them reach their personal and professional goals.
3. Establish your credibility on the topic you are addressing. People love to hear from subject matter experts they trust. If they have faith in your credentials, you have their attention.
4. Create a bit of tension; tell a story. If the ending is not obvious, your audience will want to listen until you unravel the tale.
5. Use the element of surprise. Throw out a thought that is unexpected. Rather than showing what your services can do for them, try showing what could happen if they don’t buy into your solution.
Next, let’s look at ways you capture audience attention through delivery.
1. Change it up. Shift your position, change your tone and alter your pace. If you drone on in the same voice and stand in the same place, even you may get bored. You can add interest too with a mix of media. If they are relevant to the message you want to convey, use slides or videos…in moderation of course.
2. Use pauses effectively. Add to the drama of your presentation by using the “pregnant pause.” The silence signals to your audience that you have something important to say next.
3. Appeal to their senses. Think of how you might grab attention by wearing bright colors, providing snacks at a break, or incorporating some music into your speech.
Remember, until your audience is listening, your message will fall on deaf ears.
Learn more at: http://www.lsaglobal.com/sales-communication-sales-presentation-training/
