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Close more sales with this approach

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Planning a sales presentation that needs to knock the socks off the client (and your manager)? Use a conversational presenting approach, where you allow the conversation to control the presentation, instead of the other way around. Here’s how:

Focus on four key areas. Ask yourself: “What does the audience think before hearing my presentation? What do I want them to think afterward? What is the audience doing before hearing my presentation? What do I want them to do afterward?” Include only content that ultimately guides them to think and do what you want them to do later.

Tell a relatable story. Present a story that your listeners can picture themselves experiencing. Include a hook, or the part that captures their attention; the problem/conflict that they have or will experience; and the solution.

Integrate questions throughout. Avoid a long Q&A session at the end of the presentation. Instead, weave questions to the customer throughout your presentation, and encourage them to interrupt you to ask questions as they arise.

— Adapted from “5 Presentation Tips to Close More Sales,” Spence Waldron,

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