Selling to Executives: 10 Fundamental Sales Presentation Tips (with Sample Sales Decks!)

Selling to executives is one of the most difficult tasks in a company. These people are constantly bombarded with requests and it can be hard for them to focus on your pitch when they already have so many things going on. This article offers tips that will help you make sure your presentation stands out among all their other responsibilities.

As a CMO, I receive over 80 calls or messages per day from people looking to sell something. My experience has taught me that it is important for salespeople to be prepared.

I have had my share of successes and failures in the last two decades. Some presentations were well received, while others failed miserably; but all taught me valuable lessons.


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LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. šŸ˜€

Sales Presentation Guide

A successful sales presentation is an effective way to tell a story. The idea of the story should be compelling and believable, while also aligning with your audiences needs or wants. You want them to understand what you are trying to say as quickly as possible.

One of the tips on sales presentation is to highlight the problem as well as provide solutions. The audience should not just be told about the issue but instead they must feel connected with and immersed in what you are saying.

Good sales and product presentation tips includes following the rules of logic and flow seamlessly. As a salesperson, you can transition from one point to another by starting with the outcome first before moving forward in time. You want to start your conversation off strong so that it will get better as you go.

Here are the top tips for making a great sales presentations to executives and closing more deals.

10 Tips for Selling to Executives in Sales Presentations

  • Be confident.
  • Presentations should be simple enough to give a concise version in the time it takes for someone to go through an airport security line.
  • Look and sound the part.
  • As a small business owner, I was often surprised by how little employees knew about my company. If you want to keep your sales people happy and engaged in their work, be sure they know what the goals are.
  • People are not just motivated by pay.
  • Leverage neuroscience.
  • Write out your clicks.
  • Break expectations.
  • Own your presentation.
  • It is important to anticipate the unexpected and also be open to it.

1. Have confidence

The most effective marketing sales presentation is one that you can deliver confidently. A dull or unenthusiastic pitch reflects poorly on the speaker and will turn off potential customers.

For better or for worse, its not enough to be competent when selling to executives. You have got to know the material you are presenting inside and out.

Its a good idea to try telling your story without slides. If you can’t tell the story in that way, then maybe it’s time for a new approach or different content.

2. Ascertain that your presentation passes the “airport test”

If I were to just look at your business sales presentation and have no trouble understanding what you’re trying to say, then it’s not a good one.

When giving a sales presentation, the audience should not read it like an employee report. They are supposed to see and experience what you say through your lens.

Sales presentations need a presenter, reports dont. That means that you should be mindful of how much content is on your slides and make sure to include yourself in the presentation so people feel like they are being sold something.

3. Look the part (and sound the part)

When selling to executives, it is important that you not only look the part but also sound like an executive. If your dress and speech don’t match what they expect from a professional salesperson then they will reject any offer.

Selling medical devices in a highly technical field? You need to make sure that your audience is impressed by you. They want someone who looks like they belong and speaks at their level. 

Use language that your prospects are familiar with in your sales topics for presentation. It is a great way to build trust and credibility in the eyes of potential customers. To find out more about how you can use words to persuade, read this article.

One way to combat viewer fatigue is by switching presenters. Not only does this allow you to leverage a subject matter expert and better communicate with the audience, but it also helps fight off boredom.

It is important to engage the audience throughout your presentation, not just by asking for questions but also through constant communication with co-presenters and making eye contact.

4. Never assume that your audience is familiar with your work.

Every time I have seen this happen, it is heartbreaking. A salesperson will be in the middle of a presentation when someone from the audience interrupts and asks “What does your company do again?”

Presenting to someone means that you are telling them about your company and what it does. However, the audience is not always listening closely because they have their own life going on.

Dont worry about what you said to them in the past or how your company is different from other competitors. In fact, many of these people will only hear from a competitor and it’s easy for them to forget who talked with him.

At the start of a meeting, it is important to provide an overview of your company in order to let everyone know what they are there for.

5. Never assume that your audience is interested in what you are doing.

Sometimes people dont know what you do and they often don’t care. What matters is this: Who are you solving the problem for? How will it solve their problems?

When selling to executives, it is important that you cover the agenda of your meeting before diving into any other discussion.

It’s not about what you say, it’s how you listen.

Preparing for the sales presentation is all about thinking of the audience. When you are presenting, make sure to listen out for feedback from your listeners and try to get them engaged in what you have prepared.

In-person sales meetings are the best way to build rapport and trust with potential customers. However, if you can’t meet in person for whatever reason then try using video conferencing software that has a voice intelligence feature. Here’s our guide on how to choose the right tool.

One of the best ways to be a good salesperson is by prepping for your call. It gives you more time to prepare and ask better questions.

When selling to executives, it is vital that the salesperson knows what he or she needs in order to sell effectively. The way they speak and act will be tailored depending on who they are talking with.

6. Stunned them with neuroscience

When it comes to public speaking, a lot of people have trouble connecting with their audience. But the best presenters out there know how to do this because they’ve studied neuroscience and learn what drives audiences.

Apple is a great example of this. Apple representatives are only on stage for 10 minutes, they have minimal slides and pause often to allow the audience time to process what has been said so far.

Here are some sales talk tips and sales presentation tips powerpoint to help you do your own presentations in the same way that Apple does theirs.

  • Keep things changing.
  • The worst thing that can happen in a presentation is for the audience to tune out.
  • It is important to give your audience a break from you, so find time for other speakers.

7. Create a list of your “clicks.”

When presenting, it is easy to feel lost in your presentation. The most common mistake I have seen is when a presenter treats every slide as an adventure and does not include the previous points. What makes a good sales presentation?

The information gap theory is when our mind always wants to fill the gaps between existing knowledge and new information. Verbal transitions help a presenter connect one point with another in order for an audience to better understand how they are related.

To help me transition from one slide to the next, I always write *CLICK* in my speaker notes. It makes it easier for people who are following along with a presentation.

To keep attention, I’ll ask a question on one slide and then provide the answer in the next. This way people are curious about what’s coming up.

8. Make no apprehensions about speaking right to left.

If you want to break the mold and stand out from your peers, try changing up some of these presentation expectations. It will not only help drive engagement but also show that you are in control.

For example, data points.

A common misconception is that they read from top to bottom, or left to right.

sales presentation

To avoid the rooms attention turning to your slides, talk about your point first and then discuss any necessary charts or graphs.

Another way to keep your presentation interesting is by stepping away from the slides and actually talking about what you are presenting.

I love when a salesperson walks over to the whiteboard and begins telling their story. They are able to control the room while also showing they have expertise in what they’re talking about without slides.

9. Take control of your presentation.

Taking the lead and owning what you are presenting is not as obvious as it seems. Its important to take control of your presentation so that listeners know where they stand.

These are a few tips for those of you who will be presenting to customers:

Presenters should keep the focus on whats important and be careful about everything that they put up. The audience will think of it as a discussion topic if you show them something, so make sure to pick things wisely.

Apologizing too much is a sign of low confidence. When someone says, sorry all the time they seem like they don’t believe in themselves and others will not take them seriously.

Make sure you know what your talking about before saying it. Youll make yourself sound more knowledgeable if you say I think, instead of using the word without thinking.

Getting to the point is always a good idea. Too much background information can be distracting and confusing, so just get to your main message then move on.

10. Take responsibility for your presentation.

One of the best things you can do to increase your sales is by not just focusing on yourself and how great you are, but also trying to connect with those in attendance.

Best sales presentations are meant to engage the audience and get them on board with your idea. Sometimes, things don’t go as planned; you’ll have questions or objections from members of the group.

If you have a hard time getting through your slides, it means that the room is not fully engaged. I was surprised to find this out with executives.

I am always trying to anticipate what people are going to say and prepare for it. I try not get caught off guard because there is no way that you can address a concern or challenge after the fact.

When you reach the executive level, they are typically in charge of decision-making and see these meetings as an evaluation. This means that any risks or objections should be addressed early on so there is no confusion later.

Styles of Sales Presentations

This is a list of the speaker’s personal experiences with sales presentations. He learned from his mistakes and found what was successful for him.

1. The visual style

The Visual style of presenting is accomplished by using PowerPoint slides to keep the audience engaged. It’s perfect for salespeople who have many points they need to make and want a large group on board with them, as it will help their pitch stay on track. One famous person known for this presentation technique was Steve Jobs.

2. Freeform Style

The Freeform technique is best for presentations that are short and to the point. It does not use slides, but relies on a presenter’s ability to illustrate their points as clearly as possible within a short period of time.

3. Connector style

In this sales presentation example, the presenter relies on their audience by asking them questions and soliciting feedback. This type of speaking style allows your listeners to connect with you while also giving a dialogue-oriented lecture instead of one that is more passive.

Connie Dieken, founder of The Dieken Group, is a great example of how to connect with people.

Sales Deck Ideas

A sales deck is a presentation that can be either PowerPoint, Keynote or any other software. It includes the product overview, an explanation of how it will solve your prospect’s problem and why they should buy from you.

1. LeadCrunch sales deck

The LeadCrunch sales deck is full of charts and statistics that showcase how to optimize your marketing efforts. It’s also highlighted with bold, italics, or different colors so you can see the key points in an easy-to-read format.

2. Richter sales deck

The Richter Sales Deck follows a systematic approach that begins with the problem, then provides an overview of how your company can help. The best part is that it covers all core areas for selling in detail.

3. Relink sales deck

The Relink Sales Deck is a perfect tool for explaining how machine learning and artificial intelligence will impact various industries. The deck focuses on the way that these technological advancements affect HR departments in particular.

Your Turn: What are some of your favorite sales presentation strategies?

Giving a marketing sales presentation to an experienced audience can be challenging. Here are two tips for making the process easier: 1) Be confident and 2) Tell your story without slides.

Along with the right attire and tone, it is important to be fully engaged in your presentation. If you are not talking enough or making eye contact then that can cause a lack of engagement from an audience.

When you are making a sales presentation, it is important to always keep in mind that the audience does not know anything about your company. Be sure to give them an overview of what they do at the beginningalso, be mindful for visual and audio cues from their engagement.

When you are presenting, dont be afraid to speak left-to-right. This will show that you have control of the presentation and drive your slides so it is easier for the audience to follow along with what they see on screen. Be clear about your message by guiding them through important points without rambling or getting off topic.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. šŸ˜€
Editors Note:

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Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.