structure a sales presentation

How to structure a sales presentation

When you know how to structure a sales presentation you can quickly and easily increase the persuasiveness and impact of your sales pitch. In article I show you how to structure a sales presentation to make your sales meetings more effective.

In this short video I’m going to show you how you can structure a sales presentation in a way that will have a massive impact on your profitability and bottom line in this year.

Opening your Sales Presentation

The first step when structuring a sales presentation is to have a good, powerful, impactful opening statement or statements. The reason behind this is that when your potential clients sit down with you, they have a myriad of things going on in their world, a myriad of things going on in their mind that they’re thinking about. Your first step is to focus their attention. You want their attention focused purely on the problem or problems that you’re going to be helping them solve, so you need to find a way, whether it’s through a story, a statistic, or another mechanism that drags their attention away from whatever it is they’re thinking about and to focus it purely on the areas that you can help them with.

Your opening should also set the agenda, and show them, and take control of the presentation so that they know that you’re going to guide them through where they are today to showing them a potential solution that will help them at the end of the sales presentation.

Build Rapport and Credibility

After you’ve completed your opening and set the agenda, the next step to consider as your structure a sales presentation is to build credibility and rapport. Now, if you’ve had previous experience and previous dealings with a client, your credibility and rapport building time as part of your speech can be much shorter. If you’ve never dealt with this client before, you’ve not had a great deal of interaction with them, then you need to spend a little bit of time, five, maybe even as much as 10 minutes building rapport and establishing credibility. That’s your personal credibility and your business credibility of why you are able to help them solve the problems that they’re facing.

Identify the Problem

Once you have built that rapport and credibility, you can then move into what I call the body component of the sales presentation structure. Now, the body of the sales presentation is where first introduce the problem. You restate and remind the clients of the problems that they have. Now, the more that you do this in their language, in their terms, using their phrasing, the more powerful it’s going to be. You need to show at this stage here that you understand the problem, that you understand the issues and complexities, and the challenges that they’re facing. When you can do this, not only will you deepen and strengthen that rapport, you’ll position yourself as someone who can help them find a solution.

Agitate their Pain Points

Before you show them the solution, in the body of your speech, after identifying the problem, you’ve then got to agitate the problem. This is about rubbing a little bit of salt into the wound. Now, this is really important because this shows them all the implications of their problems. Now, a client may be aware that they have an issue, but until they’re aware of how painful that issue is, and what it’s costing them, what it’s preventing them from achieving, they’re not going to necessarily want to do anything about it, so you need to first up identify the problem, and then agitate it. Remind them of why it is important that they get this particular issue or issues solved here and now. This is a vital aspect to consider as you structure a sales presentation.

Show your clients your solution

Only at this point can you then start to introduce your products, your services. This is where you show them how you can solve the problem, how you can help them overcome the issues, the challenges and show them that there is a, dare I say it, a better world, a better way, a way that you can help lift them into a new world with your products, your services, with whatever your solution is. At this point here you’ve gone through, you’ve identified the problem, you’ve agitated the problem. You then show them how to solve those problems. You show the new world.

Now, it’s important as you’re showing them that you don’t articulate the features of your product. Instead you talk about the benefits. This is about showing that new world. Many sales people, many business people get caught in the features. They’re too close to their particular product, their service, their widget. They want to talk about the features. No. You’ve got to lift it at this point and talk about the benefits of those features so they’re in terms that your clients can understand.

Add client testimonials

Once you’ve shown the benefits, you’ve shown the solution, you’ve shown the new world, you then want to start to put in and sprinkle in some testimonials. Again, this is products with service credibility factors, so putting client testimonials, client examples that will show you and show how your product or service can be trusted, how it’s done what you’re saying it can do for other people. The more of these that you can put in and the more industry and situation relevant examples you can provide, the more successful your sales presentations will be.

That’s the simple structure for it that will have a massive impact on your sales. When you are talking and pitching to clients this year, you’ve got to first up open and focus their attention. You’ve then got to build rapport and establish your credibility in their mind. Then you go through and show that you understand the problem. You can then agitate the problem, show the client what the problems are if they don’t solve their particular issues and challenges, and then show them how you can solve it with your product, your service with testimonials and references that show that your product and service will work for them because it’s worked for other people.


If you want more help with your sales presentations, if you want  help with your ability to influence others, then I’d encourage you to check out the website where you’ll find a whole range of great free articles that will help you,  some paid offerings such as a Mastermind programme and self-paced training solutions.  I look forward to helping you increase your influence, so that you can sell more and win more in business and in life.

About The Author

Mark Kyte

Mark Kyte is a public speaking mentor and founder of the Public Speaking Skills Academy. Mark loves helping clients achieve dynamic results that help them increase their influence and get more clients. Read more of his blog and if you like what you see check out the mentoring programs.