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Research indicates that most salespeople put 80-90% of their time into presenting and demonstrating and leave only 10-20% of their time for other things. Professional salespeople, however, spend only 40% of their time presenting or demonstrating; not more than 10% prospecting; and about 50% of their time qualifying and planning.

Let’s look at these figures one more time. The professionals spend half as much time demonstrating or presenting as the average salesperson does, yet we find that he or she still manages to turn in at least twice the volume. And this is a conservative figure. Actually, the professional brings in between four and ten times as much business as the average salesperson will. It’s not uncommon for a single salesperson to outsell the entire bottom half of the sales force, and keep on doing it month after month, year after year.

So what is it that the true professional does to stand above the rest? By far the greatest difference lies in his or her attention to and ability at planning sales, at selecting and qualifying the right people to sell to, at overcoming objections and closing, and at deserving and obtaining referrals.

So as important as presenting and demonstrating is, if you do it with the wrong people because you didn’t qualify properly, it’s all for nothing. If you’re working with the right people, but you let their objections beat you because you haven’t prepared properly, it’s all for nothing. And if you have no capability in closing, you’re working for nothing. If you can’t close, many sales you could and should make will go to the next competitor who comes along because you built the structure for the sale but couldn’t close the door before he or she got there. You have to be a strong presenter or demonstrator to sell strongly. You also have to qualify strongly, handle objections strongly and close strongly.

There are three things you should cover in your presentation:

1. Tell them what you’re going to tell them. This is your introduction.

2. Tell them what you’re there to tell them. This is your presentation.

3. Tell them what you just told them. This is your summary.

That’s the outline of all successful speeches, presentations and demonstrations. In other words, we use repetition. We don’t say exactly the same thing three times, of course, As outlined above, we begin by introducing our new ideas, then we cover our points in depth and relate them to our future clients’ interests and needs and finally, we draw conclusions from our points and indicate the direction that things should take.

Repetition is the mother of learning, yet average salespeople don’t like repetition. For one thing, they have used their material so many times that it’s stale to them. All too often, average salespeople have gone worse than stale on their presentations and feel it would be better off buried. The professional, on the other hand, never tires of phrases that work, ploys that sell, and ideas that make sense to his or her buyers.

There is no doubt about it, one of the keys to the professional’s greater skill at presenting or demonstrating lies in his or her ability and willingness to use repetition effectively to reinforce every point. He or she doesn’t mind repeating the sales point because he or she knows it leads to repeated sales to the same type of clientele.

So think in terms of tell, tell, tell and remember: Repetition is the seed of selling.

Many of us have heard that 99% of presentations are bad and not effective. This article will outline the 10 most common reasons why so many presentations are so bad, and suggest how to avoid these common mistakes.

1. No clear message- When preparing your presentation, you must make sure you are clear on what your objective is. It may be to just inform, to advocate a point of view or you are seeking an approval. Whatever it is, make sure you are clear why you are giving the presentation. If you start with the end in mind the rest should be easy.

2. Your slides are boring- Unfortunately 99% of presentation slides are really bad and will not be able to grab the attention of the audience. Nobody likes to look at page after page of hardly visible text on the screen, which the presenter is reading like a story book. Generally, less text works better. Simple text with powerful images work best. Remember the slides are there just to help you as visual aids, do not rely on them. You are the ‘star’ who needs to ‘wow’ your audience.

3. Not enough material/content- Sometime your presentation fails due to insufficient content to make a convincing case for the audience. For example, you did not provide enough evidence to back up your argument or point of view. Another example would be a new business proposal which did not include risks and the mitigating contingencies you will put in place.

4. Too much material- Just as bad as not having enough material is having too much material covered in your presentation. Firstly, people have a very limited attention span that rarely exceed 20 minutes. Secondly, having too much material to cover will make it harder for you to highlight the key message or objective of your presentation.

5. Monotonous voice- Nobody enjoys listening to a robot. You need to modulate your voice so that there are times when you raise your voice to emphasise a point and there are times you pause and say nothing, to give your audience time to absorb what you just said. There are times you will speak quickly and times when you will speak slowly to highlight a point in your presentation.

6. Not rehearsing- The vast majority of people do not bother to practice giving their presentation thinking that they are already quite good at it. Unfortunately, they are not! And that probably includes you too. Even the late Steve Jobs spent a lot of time rehearsing his legendary presentations. Take the time to practice and make it a habit. It will make you comfortable with the material and make you far less nervous. This will create confidence that the audience will be able to spot and makes you case stronger. Alternatively, if you do not practice, you will appear less confident and you will not be as convincing.

7. Complicated language- Depending on your audience use language that is as simple as possible. The less the audience has to think about what you are trying to say the better. Avoid jargon and complex terminology unless you are speaking to a room full of experts. Use simple words and short sentences, your audience will appreciate it.

8. Not getting to the point quickly- People hate waiting. Try to get to the point of your presentation quickly. Often it is best to tell them up front what the objective of the presentation is at the start of the presentation. Also another tip is to tell them how long your presentation will take before you begin, this will put the audiences feeling of anxiety at ease. Unless you are told how long a presentation will take, your audience will be speculating and wondering when you will get to the point.

9. Poor structure- To be effective your presentation needs to be properly structured for the objective you are trying to achieve. Like any good story, it will need a start, middle and an ending. A good basic structure is to start with an introduction of the problem or issue you wish to address, and then go into the implications for the audience of the issue. Only then do you go into introducing the solution and also address any possible concerns relating to the proposed solution. Finally, you have a call to action, what you want the audience to do. This is just a basic example; the main point is that you need a logical flow in the structure of your presentation.

10. Giving out hand outs too early- A common mistake many people do is to give copies of their slides before the present. This is a guaranteed way of ensuring the audience will not listen to you because they will be busy reading your slides and they can read much faster than you can present. They will be on your fourth slide when you are still on the contents slide. Give your hand outs at the end of the presentation so that you will have their full attention.

Always remember these 10 sins of presentations and you will be on your way to becoming a better presenter who will always grab the attention of any audience.

In previous articles, I have talked about strategies for creating a strong opening to your presentation. Once you’ve grabbed your audience’s attention, it’s time to move into the body of your presentation. Here, you’ll discuss your topic in more detail. If your purpose is to inform, you’ll use the body of your presentation to describe your topic and demonstrate how it relates to your audience. If you’re goal is to persuade, you’ll use the body of the presentation to define the problem and offer your solution. In this article, we’ll discuss proven methods for developing the body of your presentation.

Remember, you have a limited amount of time in which to address your audience, therefore you must limit the number/breadth of main ideas covered in your presentation. Depending on the time allotted to you, it’s best to stick to two to five main points. You need to provide supporting evidence for each main point, so allow enough time to develop each point in adequate detail. It’s usually best to err on the conservative side – if there’s a question in your mind about how many points you can reasonably discuss, go with the lower number.

Once you’ve determined the most important issues to illuminate during your speech, the next thing you should plan is the appropriate organizational structure for your speech. Yes, you really do need to plan your presentational structure. There’s nothing more frustrating than listening to a speaker who jumps from one topic to another without explaining how the topics are related, repeats herself often, and never seems to get to the point. These are just a few the side effects of poor organizational structure. You should organize the body of our presentation in a manner that makes sense for your subject. In fact, most subjects naturally lend themselves to a particular structure.

The most common organizational patterns are:

1) Topical – use when several ideas relate to your theme, each distinct idea becomes a main point. This structure is useful for informative speeches.

2) Chronological – uses time sequence for a framework. This structure is useful for both informative and persuasive speeches, both of which require the presentation of background information

3) Spatial – organizes material according to physical space. This structure is useful for informative speeches.

4) Classification – organizes material by putting things into categories. This structure is useful for both informative and persuasive speeches.

5) Problem/Solution – organizes material by describing a problem and then presenting a solution. This structure is useful for persuasive speeches.

6) Cause/Effect – organizes material by describing the cause of a problem and then presenting the effects of the problem. This structure is useful for persuasive speeches.

As you can see, some subjects could easily be organized by a number of different patterns. Chose a structure that supports the presentation of the supporting materials you plan to share with your audience. Whatever organizational structure you chose, make sure to stick with it throughout your presentation.