Presentations
How To Avoid The 6+1 Mistakes Salespeople Make Using PowerPoint
By Dave Paradi
Apr 4, 2004, 12:22

Here
are the 6+1 mistakes most sales people make when developing
and delivering PowerPoint presentations and what you can do
to avoid these mistakes.

1.
No Clear Structure

Too many sales presentations are thrown together at the last
minute without properly considering the purpose of the presentation.
Every effective presentation that gets customers to act has
been properly structured. Start with the goal of the presentation
– where are you in the sales cycle with this customer
or prospect and what do you want them to do at the end of the
presentation. Then look at who will be your audience –
is there a key decision maker you need to influence more than
others. What is their attitude and knowledge about you and your
product? Then plan the 3-5 key points your presentation must
make to move the customer from where they are now to where you
want them to be. Support each key point with sub-points that
provide proof of what you are saying.

2.
Using Full Sentences Instead of Bullet Points

A full sentence should only be used when you are quoting someone.
Use bullet points to provide key ideas and fill in the rest
with what you say. If you use full sentences, the customer reads
the slides instead of paying attention to your message.

3.
Text is Too Small

Don’t try to jam too much text on to one slide. The text
gets so small that no one can read anything and they get annoyed
trying to figure out what the slides say. Use the 6 by 6 guideline
– aim for six words in each bullet point and six bullet
points per slide.

4.
Poor Color Choice

If the customer can’t see the text, they can’t figure
out what your idea is. Choose colors that have high contrast
so that the text is easy to read and the customer can spend
most of their time listening to you. Some combinations that
work well are white text on dark blue or dark purple backgrounds
or black or dark navy text on a beige background.

5.
Annoying Animation

In an attempt to make their presentation look flashy, too many
salespeople use all the flying and twirling animations available
in PowerPoint. It just annoys the customer, and is that what
you really want? Limit your animations to simple ones like the
Appear effect or the Dissolve effect so that the customer does
not have to chase the text all around the screen.

6.
Reading the slides

One of the most insulting things salespeople do is to stand
and read the slides word for word to the customer, not adding
anything to what is on the slides. This is a mark of lack of
preparation. Your slides are there only to give context to what
you want to say. If all you are going to do is read the words
to them, e-mail the text to the customer and let them read the
words themselves. If you have nothing to add to what is on your
slides, you need to do a lot more preparation – more product
knowledge, more customer research and more industry knowledge.

6+1.
Not Taking Advantage of Graphics

Text is necessary in a PowerPoint presentation, but don’t
forget that the emotional connection between the customer and
the solution you are offering to their key problems is greatly
enhanced with visual imagery. Use product photos to show how
the product will solve their problem, use graphs to show measurable
results from using your product and use diagrams to explain
the process that is used to ensure success. Don’t leave
the graphical side out of the sales equation or you will be
handicapping yourself before you even start.

By avoiding
these 6+1 mistakes, your sales presentation will be more customer
focused instead of simply salesperson pleasing. And that leads
to more sales and a fatter check in your pocket. Go right now
to your last presentation and check how many of these mistakes
you have been making. Then correct them so you don’t make
them again.

©2004
Dave Paradi

About
The Author: Dave Paradi is known as The PowerPoint
Lifeguard because he rescues speakers and their audiences
from "Death by PowerPoint". Use his articles, books
and instructional CD to make your audience take action after
your PowerPoint presentations. Learn more at http://www.powerpointlifeguard.com.

Contact
Information:

Dave Paradi

1080 Diamond Court

Mississauga, ON L5V 1J5

905-510-4911

dave@communicateusingtechnology.com

www.communicateusingtechnology.com