Writing Presentations that Sell

Submitted by Mitch Seigel on Tues, 4/29/2014

The most important tip I can give you as it relates to writing presentations that sell, is that you do not have to be a novelist to do it to perfection! What you do need to do is to, through the written word, show your prospective client that you have heard their needs and you understand their pain. Then in the presentation itself, show how you can help find solutions to their needs and take their pain away.div> The only way to do this properly is to pay attention when you ask questions of your prospect, so you can definitely learn what is troubling them. Write notes when asking these questions so you do not make any mistakes.

In the written presentation, take the client through their challenges step by step, confirming with them that you have identified their needs and pain correctly. The next steps in the written presentation are to address the needs one at a time. The conclusion of the presentation should be that if the client uses your products or services, their pain will go away.

This is a basic one-two-three step sales process. Most salespeople tend to skip the needs assessment and guess what is bothering the client. By doing this, not only will your written presentation be off key, but you will have shown your client you don’t really care about their pain. This can lose the sale quicker than what you provide not being what they are looking for in a solution.

What are your challenges when it comes to written presentations? I look forward to hearing your comments. Until next time…