Do You Invest the Time Required to Know Your Audience Before Your Sales Presentation?
We know from sales presentation skills training participants that influence and impact lies not just in the message but also in the profound understanding of your audience. In fact, our sales leadership simulation assessment data found that audience insight in sales presentations is often the difference between being an average and top performing solution seller.
The Crucial Role of Audience Insight in Sales Presentations
Last week’s testimony from university leaders who testified before congress is a wonderful example of not knowing your full audience. When asked whether “calling for the genocide of Jews” amounted to bullying and harassment on campus, the leaders of Harvard, MIT and Penn did not give direct answers. Regardless of where you stand on the issue, the lawyerly and opaque answers came across as disconnected and overly academic.
Congress and students were looking for something completely different.
In the words of Yale School of Management Professor Jeffrey Sonnenfeld: “They missed the forest through the trees, upholding the right to free speech above the safety of students. University leaders have an elevated duty to fortify the truth and protect their campus communities from hate, threats, and violence.”
The presentation was career-damaging for at least one university leader.
The same occurs in sales presentations when sales team do not invest the time and effort to understand what matters most to their different buyers. While the university presidents spent hours preparing with a law firm, it was clear that they were more worried about covering their ass that giving clear and straight answers.
Successful sales presentations, especially when presenting to executives in high stakes situations, are a pressure filled and delicate dance of client connection, understanding, and persuasion. This dance only goes well if you know your audience intimately. If you want to unveil the power of audience insight in sales presentations, you must deeply understand the unique needs, challenges, and aspirations of your audience AND speak your truth.
Authenticity builds trust and creates a genuine connection with your audience. Be real, be human, and let your passion for your unique value proposition shine through.
3 Keys to Unveiling the Power of Audience Insight in Sales Presentations
- Craft a Compelling Narrative
A compelling narrative requires a deep understanding of what your audience cares most about. Similar to the congressional hearing, complex solution selling situations are full of nuance, conflicting needs, and buyer agendas. Audience insights are required to link your approach and your solution to your buyers’ priorities. - Navigate Decision-Making Dynamics
Similar to testifying before congress, a high stakes sales presentation typically includes different stakeholders with varied perspectives and priorities. If you truly know your audience, you should be able to interpret the decision-making dynamics enough to customize your presentation to navigate the specific concerns of each key decision-maker. - Use The Power of Simplicity in Communication
Simplicity is a cornerstone of effective communication. Sales presentations often falter when drowned in jargon or overly complex language. Whenever possible distill complex ideas into digestible anecdotes and simplify the message to make it accessible and compelling for every member of the audience.
The Bottom Line
To sell, you must understand and influence your audience. To elevate your sales presentations, be client-centric, speak simply, and craft a compelling story that resonates with what they care most about.
To learn more about how to unveil the power of audience insight in sales presentations, download 4 Key Elements to a Successful Team Sales Presentation