For most entrepreneurs the sales presentation equation is simple: No customers = No Revenue. This means you must give the same level of focus, energy and creativity to your sales pitch that you have done to developing your product.

Ask any corporate executive who has been on the receiving end of sales pitches and they will tell you that most are dull, irrelevant, badly delivered and rejected.

Implement the following 3 steps into your sales pitch and you’ll significantly increase your chances of winning new business.

Make it a Dialogue Not Monologue

No one enjoys being talked at and being on the receiving end of an endless stream of information about your product or company. Sometimes people take the term ‘pitch’ too literally and believe their objective is to throw information as their audience.

Your sales presentation is about solving your prospect’s problem so you must engage them in a conversation. Even though you will have done your research beforehand you are unlikely to have an in depth understanding of your prospects problem. Ask questions, reflect on the information they are providing you and then explain how your solution will solve their problem.  Human nature dictates that we are more likely to want to buy from those people we think are genuinely interested in what we have to say and solving our problems, rather than simply selling their products.


Make it Relevant

Don’t give a generic presentation unless you want to make your audience feel they’re not special and are just number 27 on your list. At a minimum your visual presentation should have your prospect’s company logo and address their specific problem.

Likewise, when presenting you must address specific and unique issues about their business. Let your audience know you have done your homework and understand their challenges and ambitions.  The more you tailor your presentation to your audience the greater your impact.

More Important than What You say is….

What others say about your company and product. Of course you’re going to tell them that buying your product is the best decision they could make for 2012. But your claims really become credible when others are saying great things about you. So make sure you use third party testimonials and case histories of your customer’s success stories as a result of using your product.

Martin is the author of ‘Here’s the Pitch – How to Pitch Your Business to Anyone, Get Funded and Win New Clients‘ available from AmazonBarnes & Noble and all leading booksellers.