Podcast 10: Design Sales Presentations that Persuade Even the Toughest Audiences

In Podcast #3, we explained how to design any presentation quickly. In this session, we add a little more detail about how to make your presentation more persuasive. Although we focus a lot on how to design sales presentations, this process works well whether you are selling a product or service, or if you are an executive trying to sell an idea. Doug Staneart, CEO of Fearless Presentations ® gives away a few public speaking secrets that have helped the 2-day Fearless Presentations ® classes have such a success helping people over the last two decades.

Design Sales Presentations that Persuade Even the Toughest Audiences

Whether you are a professional sales person or you are just trying to persuade your coworkers to accept your ideas, sales presentations are important to success. Step one in designing sales presentations is to switch from the old “Feature/Benefit” style of presentation and focus more on solving problems for your audience. Doug gives an example from his company who provides charity team building activities to client companies. He explains that a feature of this activity is that it combines team activities with a charitable donation. The benefit of this feature is that a team can learn to work together better and help their community at the same time. A bullet point in a presentation designed this way might look like this.

  • Charity Team Building Activities Combine Teamwork and Philanthropy.

That is good, but it fails to identify a problem that the audience (potential customer) might be experiencing that he/she wants to fix. For instance, event planners often insert charity team building activities into a convention, because most conventions or annual meetings are really dry and boring. So, a better bullet might be the following.

  • Most Meetings are Long and Boring, But a Fun Charity Team Building Event can Add Energy to Any Meeting.

This way, the bullet point offers a solution to a common challenge of the audience.

Step 2 is to identify what are the three most challenging problems that your audience is facing and that your product, service, or idea will solve. If you are sure what that number one, most important problem is, then you might be able to limit your bullets to just a single one. However, most of the time, we won’t have all of the information needed to identify what the single most important challenge is. So, it is a good idea to create three different bullet points that each solve a potential problem for the audience. That way, you have a better chance of your audience saying, “I definitely want that.”

Finally, once you have a series of well designed, audience-focused, bullet points, you have to be able to prove to the audience that your proposed solution will solve these problems. The best way to do that is with success stories from other clients or customers. If you need a review of how to come up with these great examples and stories, make sure to re-listen to Podcast 7: Public Speaking Storytelling Techniques to Engage Your Audience and Reduce Stage Fright.

If you are looking for a way to design your presentations more quickly and easily, register for a 2-day Fearless Presentations ® class in your area. You will experience the power of these three simple steps first-hand. We’ve trained over 20,000 people in the last 18 years, and we’ve never had even a single person fail to increase confidence dramatically. The process works. It will work for you as well!

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Author: Doug Staneart, Date Published: 08/13/17

Doug Staneart is the CEO of The Leader's Institute. LLC and founder of the Fearless Presentations class. He is author of Fearless Presentations, Mastering Presentations, and 28 Ways to Influence People.

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