Eight ways to gain trust in a sales presentation

When delivering a sales presentation, one of your aims is to build trust with your audience. As sales guru Zig Ziglar says, “If you get people to like you, they will listen to you, but if they trust you they will do business with you.”

So how do you build trust? Essie Rewane-Adejare from Toastmasters International suggests eight ways to gain your audience’s trust during a sales presentation:

1)      Demonstrate your credibility

Know the product or service and your company, inside out. Be knowledgeable about your industry and stay updated on relevant news. Trust depends on your credibility.

 2)      Start as you mean to go on

For example, start your presentation with a question. This will show you are ready to handle whatever is thrown at you. If you are introducing an innovative new product you may want to begin with a short interactive exercise. This will show that your style of presenting matches the innovative nature of the product. Or, you may want to ask questions that relate to the desired change the audience is seeking – knowing that your product or service is the solution.

3)      Put your audience’s needs first

Focus on the audience and demonstrate your understanding of their challenges as they relate to the solutions offered by your product or service. This will mean your audience gains an understanding of the value with relevance to their specific situation.

4)      Create a connection between your product/service and the audience.

Your audience will develop more trust in a product they’ve seen working or if they’ve heard credible testimonials from high-quality, believable sources. Talk about previous clients to demonstrate how your ideas have borne fruit.

5)      Plan your visual aids carefully

Where possible, use images and video clips rather than wordy bullet points. According to Databox, posts that include videos can generate 50% more engagement rates. This is because psychologically they help to make a more immediate and strong connection. However, you need to take into account the culture of the audience to whom you are presenting. If you are presenting a complex product to expert buyers, you may need to have detailed slides available.

6)      Keep your audience interested

Be animated. Vary your modulation. Avoid filler words such as “um, uh, so, like, you know, actually, literally” and so on. Too many filler words will create a distraction, and compromise your credibility by suggesting a lack of preparation, knowledge and passion.

Rehearsing, and ideally videoing, your presentation will help you to use your voice and words to the best effect.  Aim to pronounce your words, keep your focus on your audience, and demonstrate appropriate enthusiasm and energy.

7)      Handle Questions and Answers assertively

Keep the answers brief. Answer the question that has been asked and don’t be tempted to go off on a tangent. If you genuinely do not know the answer to a question – promise to get back to them (and remember to do so). A sales pitch comes with knowing certain ways to deal with difficult conversations, which will cement your credibility.

If part way through your presentation, you can see that a key decision maker is looking quizzical stop and ask if s/he has a question. Gong recommends spacing your questions evenly throughout your presentation. Asking questions about the pain points and goals of customers will lead to better sales success.

8)      Close with care

How you end your presentation is very important. Your choice should be based on your understanding of your audience and where they are in their decision-making process.

For example, briefly summarise what you have understood from them and the positive way you can solve their problem. Alternatively, if an immediate sale is on the cards I like to use the Indirect Close. Remind your audience of the pain they will continue to suffer until they use your products. Offer a bonus if they buy today.

Your knowledge of the audience will guide you to the appropriate close. This final part of the presentation is crucial to your goal. If you want to make a sale, then practice your close in advance. On the day, use your credibility and build on the trust you have established.

According to Harvard Business Review, curiosity, intelligence and an agile mind are the biggest predictors of sales success. Following these practices, you will be able to build a connection with your audience. Make sure to elicit feedback from them to understand whether your points have been a hit. Customers are always looking for consistent commitment to themselves and their problems. People will buy from those they trust. As long as you maintain your credibility and genuinely care about your customers, your sales pitch will be a resounding success.