Sales Psychology and Presentations

An understanding of sales psychology helps ensure sales presentations are more effective.

Any sales person will have heard, at some point, a discussion of the difference between features and benefits. At times, the discussions can become somewhat obscure. The basic point to take away is that if a feature is presented, but the audience don’t understand the benefit that this feature will deliver, they have no reason to buy. This is particularly true in complex business-to-business sales.

Once the audience recognise that a feature will bring them a benefit, they need to be persauded that the selling organisation can actually deliver. I can promise the world, but if I’m not going to deliver anything, buying from me would be a bad idea.

Sales presentations should evolve in a way that outlines features, sets out benefits clearly, and then tries to persuade the audience that these benefits can be delivered.

This online PowerPoint presentation with video talks through this material in more detail. The presentation will launch in full screen mode.