How we change what others think, feel, believe and do

The structured presentation

Disciplines > Sales > The sales presentation > The structured presentation

Description | Example | Discussion | See also

Description

Identify a broad framing for your presentation, naming the parts of the presentation structure. Find the appropriate detail of structure for you and beware of over- or under-structuring the presentation.

Fill in this structure with further detail. You can have standard detail for all customers and customize parts of the presentation for each situation.

You can show the audience the structure, using it as a road-map, thus helping them know where they are in the story you are telling.

Presentation software may be used as appropriate, though beware of over-doing this and ensure it looks professional.

Example

1. Introduce company
2. Build credibility
3. Establish need
4. Show product
5. Demonstrate need resolution
6. Ask for questions
7. Resolve objections

Discussion

A standard presentation structure provides guidance without creating the rigid direction of the scripted performance. It allows the salesperson to add their own flair, customize to the target company and dynamically change what is said in response to comments and questions.

The sequence in which you do things can have a significant effect on the audience, which may vary with the situation. For example starting by introducing your company may put them at ease as they settle down and understand the context. It may alternatively annoy them as they see this as advertising or boasting and are anxious to get to the 'meat' of your presentation.