Do you think making a sales presentation in English to a customer who only understands Chinese would be effective? How about delivering a PowerPoint slide show to someone who was visually impaired? What are the chances your sales presentation to the Board at the city bank will hit the mark if it is rendered as an interpretive dance?
In order for any sales presentation to be effective, it must be presented in a context that makes sense to – and connects with – the key decision-makers, the people you really want to reach.
It is only logical to think that your sales presentation must be conceived and delivered in such a way as to be accessible to the target audience. That is why it’s surprising how often sales presentations totally miss the mark. They may be delivered in the right language, with appropriate media components, but that doesn’t mean the customer will appreciate it or respond to it in the way you expect.
The difficulty is that people are complicated. Just because they speak English and like football, that doesn’t mean that your sports-themed sales presentation will automatically appeal to them at all.
Different Types of Customers
To understand why, we first have to realize that people have different learning styles: visual learners like to receive new information in the form of pictures, videos, and other images; auditory learners tend to understand written and spoken words best; kinesthetic learners are more hands-on, and like multimedia experiences with tactile components. If possible, they like to touch, feel, and practice with the product.
In addition to this, people have different personalities and preferences. Some people want to get to the bottom line as fast as possible. Other people like to shoot the breeze and tell stories, and get around to business eventually in a casual, friendly way. There are analytical types who want all the details and data you can possibly provide, and others who are happy with a general overview. Some people make decisions quickly; others take some time. Some people enjoy taking risks, and others are cautious. There are people who respond well in high-stress situations, and there are people who don’t like to be pressured.
When people are subjected to sales presentations that run counter to their learning or personality style, they find it more difficult to concentrate and take in information. They may tune out and get bored easily, and can even become irritated. These are definitely not the kind of responses you are looking for from the key decision-makers you are trying to reach!
Matching Your Sales Presentation to the Customer
How can you avoid these blunders and match your sales presentation to the style that will work best with your customer?
If you do your homework ahead of time, and if you stay on your toes during the sales presentation, you will connect much more effectively with your customers.
