Mastering the World of Selling: The Ultimate Training Resource from the Biggest Names in Sales

Chapter 26. Nine Biggest Mistakes Salespeople Make in Their Presentations

Patricia Fripp

A Speaker for All Reasons

Salespeople are incredible. Like Hollywood actors, whenever they open their mouths, they are putting themselves and their company on the line, taking a risk in the hope of a favorable outcome. Just like actors, even the best, most experienced salesperson can use some coaching and polishing now and then.

Here are the nine most common mistakes that my sales clients are making at the beginning of our coaching sessions. By the time we're through, they've learned how to avoid them.

1. Unclear Thinking. If you can't describe the objective of your interaction in one sentence, you may be guilty of fuzzy focus: trying to say too much at once. You'll confuse your listener, and that doesn't make the sale. Decide exactly what you want and need to accomplish in this contact. What would be a positive outcome? For example, imagine that a busy executive says, "You have exactly ten minutes of my time to tell me what you want me to know about your company. In one sentence, tell me how I should describe your benefits when I talk to my managers tomorrow." At any stage of the sales process, you should know in advance why you are interacting, what benefits you are offering your prospect or client, and what you'd like the next step to be.

2. No Clear Structure. Make it easy for your prospect to follow what you are saying, whether in a casual conversation or a formal presentation of information and ideas. ...