5 Presentation Tips To Increase Business Lead Conversions

By Rick Enrico, - In Marketing

Picture of a slide that says

Photo Credit: slidegenius

Converting leads into clients is never easy. However, there is one method that converts like no other: giving a presentation! In this article, I will take you through my top presentation tips that will help you get results.

You may have secured the presentation date with the client, but other companies are bound to be showcasing their own brands just like you.

You may have secured the presentation date with the client, but other companies are bound to be showcasing their own brands just like you.

How do you stand out and convert these leads?

First, you need to immerse yourself in your client’s corporate culture. From there, use the insights to get creative and ease your new leads into doing business with you with an expert business presentation.

Getting Started: Understanding Culture

A team of people in an offer getting started with presentation tips

Getting Started Understanding Culture

Each business has a corporate culture with its own values and ethics. They define how these entities do business with partner companies, and how they communicate with their customers.

One recent example is the expanded college education plan Starbucks provides for its employees, thanks to a partnership with Arizona State University and its online education system.

In line with its culture of providing opportunities and a comfortable working environment, this program involves the company funding an employee’s four-year bachelor’s degree.

Another one is Under Armour’s recent campaign entitled “I Will What I Want,” featuring supermodel Gisele Bündchen. This particular case featured TV ads of her exercising while ignoring the negative online comments about her being displayed on the screen.

This communicated strong inspiring messages about ignoring the opinions of haters while pushing towards the goals you want to achieve.

Imagine if you were to pitch to companies like these. How would you go about showcasing your proposed education packages or marketing campaigns? How do you convince your clients to invest in you?

This is where connecting with culture comes into play. By aligning your presentation’s content to your client’s values, you gain a solid footing to discuss your proposal and its benefits.

Let’s take a look at five ways to increase the likelihood of converting leads in presentations.

Presentation Tips

1. Leverage Your Client’s and Target Market’s Culture

Person with a speech bubble next to him with all the main social networks in thinking how he can use them to get the most out of his presentation

Leverage

What kind of culture does the client encourage? Is it one about achieving personal goals, as with the Under Armour’s “I Will What I Want” campaign? Or is it about providing growth opportunities for your employees, similar to how Starbucks expanded its employees’ education plan?

Study your client’s social media pages, and how they advertise with their target markets. By studying their advertising or social media interactions, you get to know what social culture they try to foster.

This gives you insights on how they think, and what will make them more likely to close a transaction. That way, you can establish a common ground with your own brand’s values when you present to clients.

You can make more relevant speeches by observing the client’s promotional language and their customer’s trending topics. This should outline the client’s current problem, highlight their opportunities, who they should sell to, and what promotional tactics you propose to reach them with.

2. Speak to Them in Their Terms

One of the forgotten presentation tips is to speak on your customers terms. In this image is a person holding some cartoon faces with question marks all around his head

Relate To People

Understanding the values, needs and wants of your client is crucial to converting leads to sales.

Once you’ve done your research in step one, include a story that highlights the shared corporate values and ethics between your brand and your client. State how these values resonate with their customers, and how they respond.

This will be useful in painting a clear picture of the target market you want to sell to, or rather, the marketing persona.

In this case, Under Armour’s marketing persona was someone motivated to achieve their own dreams, regardless of how many doubters put them down. Bündchen was effective because, despite the negative backlash, the ad showed her to be defiant against haters.

This kind of message has a strong chance of resonating with people being put down by others, inspiring them to push through with their goals, as opposed to simply stating the material benefits of the brand, blasting the campaign everywhere, and annoying customers.

Extracting this kind of insight, and including it as part of your proposed messages in your presentation, will increase your chances of gathering like-minded customers or clients to buy your brand.

3. Outline Your Offers and Incentives

In this picture there is a person presenting a presentation who has a slide with lots of money up on the background

Incentives

List down all the things your proposal can offer. Once you do, highlight one main benefit. This gives you an anchor for a claim you can build up and prove.

For example, if you were to propose an education plan for Starbucks employees, what would you offer? How would you prove the benefits, and justify the payment plans for the company?

Gather these facts and show proof from past satisfied customers. This can help beef up your claims and establish your credibility as a presenter, especially in front of new prospects and leads.

If you can also find out what the competition is currently doing, you have the added benefit of offering something they can’t, like a wider choice of online courses, or more flexible class schedules.

This will help you catch competing presenters off-guard with your offers (Michaelson 2010, 59), making it easier to persuade a sale conversion.

4. Spice Up Your Design

Picture of a person in front of computer designing great looking presentation slides with Adobe Photoshop and Illustrator

Design Interesting Looking Slides

Once you’ve done your homework, it’s time to form the package.

Incorporate your logo into your presentation slides and add your company’s colors. This will put your brand in the spotlight and increase product recall.

It’s also a great way to set the mood for your presentation. Colors can dictate how your client should feel about your company. Bright colors work for excited moods, dark ones are for serious and more professional tones, while lighter and warmer ones are for conversational ones.

When using images, maximize white space to distinctly highlight the exact benefits of what you’re selling. This makes your layout simple and cleaner, sparing your clients from cluttered slides and giving them a clear picture of what you can do for them.

5. Close the Sales Loop

Picture of two people shaking hands after one has seen a great presentation

Sales

The final step of any lead conversion is to leave a means of contacting you.

A convincing call to action gives your client that final push for converting leads to sales. At the end of your presentation, dedicate your final slide to showing your contact information and how clients can get in touch with you.

If your presentation was for discussing your offer and convincing your prospects to invest, this is where you guide your leads through the actual sales transaction.

Use this chance to address any feedback and concerns they’ll voice outside your presentation. This can also give you insights on what you can improve on for later leads. It can either be your sales team’s response time, or even the steps in your sales process.

The Takeaway

Picture of a person with a suitcase full of money above his head dancing around

The Takeaway

The key to converting your leads is a step-by-step process. Before you can convince them, you need to show that you can relate to them

and understand their mindsets.

Understanding how your customer thinks will let you send relevant messages that bank on shared values, similar to Under Armour’s stance on defying naysayers and achieving your goals. Including these in your pitch will give you an easier time attracting like-minded clients and customers.

Ways to achieve this common ground include being familiar with their corporate culture and the kind of customers they do business with. By banking on shared beliefs and objectives, you can establish a path for sharing your proposal.

Once you get to this stage, be straight to the point and highlight your benefits. Clients need to know what they’re investing in and what they get out of it. More importantly, they need to know what makes you better than the competition.

Will you offer preferred rates? A more comprehensive package? Or a sustainable benefit, similar to the Starbucks education program?

Providing these facts can spell the difference between a converted lead and radio silence.



Contributor

CEO and Founder of SlideGenius, Inc. Publishes expert presentation tips on the SlideGenius blog.

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