Four Rules to Improve Your Sales Presentation


One of the steps in the selling process is the famous “Product Demo”.  This stage in the selling process comes when after you have learned about your prospects needs and have developed a custom solution to meet those needs.  During the “sales presentation” stage sales people can fall victim to a few common mistakes and traps.  If they get caught in these traps the prospect can cool off, lose interest or give the sales person the brush off.


Here are four simple but important rules that sales people can use to improve the value of their product demonstrations and create the highest likelihood of closing the sale:


  1. Be Relevant!

You must focus your presentation only on those product features that produce the benefits that your prospect has already told you they want to enjoy. By doing this, you are making sure you are stay very relevant with the prospect. You also stay focused on what they must know, and not on what would just be nice for them to understand.  Do not be tempted to wander off into the weeds and talk about things the prospect does not care about.


  1. Do Not Assume!

During the course of your product demo or presentation there may be some features or benefits, that fall outside of what your prospect ask asked for, that you feel the prospect would enjoy hearing more about.  Beware.  Do not assume that hearing about them will benefit your prospect.  Before you share, ask them first. Reality-test your assumptions. If they confirm that those features are important to them, then go ahead and share them.  If not, keep quiet.  Doing so absolutely shows the highest degree of respect to them and it keeps you from “painting yourself into a corner” or “putting your foot in your mouth”, say they say.


  1. Use a Third Party Benefit Story!

Instead of you, as the sales person, telling the prospect what benefit they will enjoy from using the product or service, use a third party benefit story instead.  How does it work?  Think about a client testimonial or an experience from one of your other customers. Talk about what happened to them when they used your product.  Share these kinds of brief stories after presenting a particular feature of a product or service.  When you use a third party benefit story, it doesn’t feel “salesy.” Prospects often treat with suspicion and contempt the things that come out of a salesperson’s mouth.  To avoid that game, have the benefits come from the mouth of one of your customers.  Stories are always engaging and they wrap people up emotionally, so the third party benefit story is always excellent to use in your product demo.


  1. Make it Personal!

Your prospect just heard about the benefits that others have experienced by using your product or service, now it is time to make it personal for them.  Follow up the third party story with a benefit-oriented question. For example, “Mr. Prospect, if you were to use this particular product how would that benefit your organization?”


At this point the prospect will start internalizing all they have heard.  They will begin sharing how they would benefit.  They will start discovering and concluding things that you could never convince them of on your own.  They will start taking ownership of that particular benefit, and their motivation and urgency to buy starts increasing substantially.



Lets Review

Rule number 1: Make sure you’re relevant. Stick to the “must know” features and benefits related to your product or service.  Stay away from the “nice-to-know” information.  Focus on the things the prospect has already told you ahead of time they want.


Rule number 2: Do not assume that a particular benefit is going to be important to the prospect. Always ask ahead of time and avoid painting yourself into a corner and having to back pedal later on.


Rule number 3: Use a third party benefit story to communicate the benefits of what your stuff offers in a non-salesy way.


And rule number 4: Make it personal by asking your prospect how a particular feature might impact their world and how it would benefit them.  Let them sell themselves.  You will find they close themselves more often than not, and you simply have to as the question, “What do you want to do next?” They’ll tip over and close themselves.


For more great training on how to take your product demos and sales presentations to the next level and really create more value for your prospects, please visit us at www.terry




Terry Hansen is a popular speaker, consultant, trainer, and author on helping sales teams improve their ability to create value for their prospects and clients. He is regularly asked to train sales and management teams in strategies to find more prospects, close more sales, and increase customer loyalty through value creation strategies. You can connect with Terry on Linkedin at through his website at or by  calling 844-205-5054.