When It Comes To Sales Presentations - Only One Number Matters
And, no, it isn’t price. It's conversion rate.
Anyone with an online marketing background knows that this is the Google Analytics visitors-to-leads metric that a campaign lives and dies by.
With face-to-face sales, the conversion rate of appointment-to-sale (or meeting-to-sale) is just as profound - however much less measured or understood.
Even still, as a manager, you’ll know that every percentage point you increase in your team's conversion rate has a surprisingly profound effect on their ability to retire their quota.
In fact, many sales organisations use conversion rate as the primary metric by which they measure their staff.
So, consider what the variables are that make up a typical sales engagement:
- The Salesperson/Presales
- The Customer
- The Product
- The Sales Presentation
Sales training is a definite option, but conducting this can be time-consuming, taking you away from business as usual.
Plus, convincing your sales team to go? Herding cats would be easier.
The customer is the customer, so as long as the right stakeholders and decision-makers are in the room, there isn't much else you can do.
And let's be honest, no self-respecting salesperson is going to rely on product management to get a sale.
How about the physical presentation?
We all know presentations are marketing fluff, so it’s unlikely that would make a difference.
Actually, try 250%.
I’m glad that I’ve nabbed your attention, because it’s true. Here are some fun science facts that attest to this:
- 90% of the information we receive is visual;
- 65% of the population are visual learners;
- Human beings physically can't read and listen at the same time;
- Salespeople buy expensive clothes for a reason.
By this logic, arriving to a sales meeting with a lacklustre presentation is no different to wearing cargo shorts and flip flops. Would anyone in your team do that?
The sales presentation is the simplest way that you, as a sales leader, can affect a real change in your team's performance, without interrupting business as usual.
So, what are you waiting for? Find out more.