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  • Writer's pictureBrian McKenzie

If you start your presentation talking about your company...STOP!

Updated: Jul 30, 2023

As a sales rep, it's natural to want to lead with what you know best - your company. You want to establish credibility and show your potential customer why they should choose your company over your competitors. However, starting your presentation by talking about your company is not the best approach.

Here's why:

It's not about you, it's about them

When meeting with a potential customer, they don't care about your company's history, mission statement, or accolades. They care about what you can do for them. Starting with a company overview puts the focus on you, not on the customer's needs. Instead, start by asking questions and understanding their pain points.

You risk losing their attention

If you start your presentation with a company overview, you risk losing your potential customer's attention. They may tune out or become disinterested if they don't see how your company can help them. Instead, hook them in with a powerful opening statement that relates to their challenges or goals.

You miss an opportunity to build rapport

Building rapport is an essential part of the sales process. Starting with a company overview can come across as impersonal and make it difficult to build a connection with the customer. Instead, share a personal story or ask about their interests to establish a relationship.

It's a wasted opportunity to differentiate yourself

If you start with a company overview, you're missing a chance to differentiate yourself from your competitors. Your potential customer may have already heard similar information from your competitors, and it's unlikely to set you apart. Instead, focus on what makes your solution unique and how it can solve their specific problems.

You're not providing value

Your potential customer is taking time out of their busy schedule to meet with you, so it's crucial to provide value right away. Starting with a company overview doesn't provide any value to the customer. Instead, use your time to share insights, industry trends, or relevant statistics that can help them make informed decisions.

To truly capture your potential customer's attention, start by understanding their pain points and challenges, and tailor your presentation to address how your products or services can solve their specific problems. These challenges should have been identified during the discovery call.

Open your presentation with a compelling statement and visual that shows you understand their needs and have a solution that can help them achieve their goals. Engage them in a conversation, and ask open-ended questions to encourage them to share their thoughts and concerns.

As the presentation progresses, focus on the value your company can bring to the table. Highlight case studies or success stories that demonstrate how your solutions have positively impacted other businesses. Show them that you have the expertise and experience to deliver results.

While it's tempting to start your sales presentation with a company overview, it's not the most effective approach. By shifting the focus to the customer's needs, providing value, and building rapport, you'll increase your chances of success and stand out from the competition. So, the next time you have a sales meeting, remember to lead with your customer in mind and let your solutions speak for themselves.

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