Stop giving presentations—start having conversations.
You’ve done all the hard work, made it to the meeting, and then fall flat with a presentation that doesn’t connect. So how do you fix that?
Sales experts Mark Hunter and Meridith Elliott Powell tackled this head-on in a recent conversation. Here’s a breakdown of the best strategies and takeaways to help you level up your sales game.
Start With the Prospect’s Pain
The most important place to begin your sales presentation? Their biggest pain point.
If your prospect has a burning issue, they won’t hear anything else you say until they believe you understand—and can solve—that problem. Start there. Show empathy, then show how you’ll fix it.
Ask Questions, Don’t Just Present
Mark Hunter puts it plainly: “The best sales presentation ever made is the one never given.” Why? Because the best meetings are conversations, not PowerPoint lectures.
Come in with smart, relevant questions that get them talking. The more they share, the more insight you have to tailor your solution.
Know the Difference Between Discovery and Presentation
If you don’t know the problem yet, you’re not ready to present. You’re still in discovery.
That said, even when you think you know the issue, dig deeper. Mark compares it to peeling an onion—there’s always another layer. Keep asking until you get to the heart of the problem.
Return on Investment Comes Early
Once the problem is clear, lead with results.
What’s in it for them? Be specific. Show what they can expect to gain—higher revenue, better productivity, lower costs. Give them a compelling reason to stay engaged.
Confidence Sells (But It’s Not Arrogance)
Buyers can smell uncertainty. You need confidence—not cockiness—in your product and its value.
Confidence grows when you understand the customer’s pain and know exactly how to solve it. That conviction is contagious.
Be Ready to Pivot
Business problems shift fast. Your pitch needs to do the same.
Meridith shared a real-life example where a company’s top challenge changed last minute. She scrapped her old presentation and built a new one around their urgent second-quarter goals. The result? A highly relevant conversation that hit home.
Trust, Then Talk
Before someone tells you their real business challenges, they need to trust you. Build that by showing you’ve done your homework.
Say things like, “From what I’ve seen in your industry, these are the top issues. Is that what you’re experiencing too?” It positions you as credible and informed—not clueless.
Skip the Company History
Nobody cares about your founding story, your new building, or your employee count—unless it solves their problem.
Instead, show how your solution connects to their goals. Keep them on the edge of their seat by making every slide about them, not you.
Talk Less, Ask More
Here’s Mark’s golden rule: If you’re talking for more than 20–30 seconds without asking a question, you’ve gone too long.
Short questions like “Why?”, “Can you give me an example?”, or “Help me understand that more” lead to long, meaningful answers.
Be Insightful, Not Clueless
Asking good questions is great—but asking blind questions signals you’re unprepared.
Instead of, “Tell me about your business,” try, “It looks like your industry’s dealing with X—how’s that affecting you?” Show that you’re already 50% of the way there.
Share Insights, Not Just Data
Balance is key. For every answer the prospect gives you, offer valuable insights that help them think differently.
The presentation isn’t just about gathering information—it’s about delivering value in real time.
Read the Room—Even on Zoom
Pay attention to energy shifts. If people stop engaging with your questions, it’s time to switch gears and start delivering.
A sales presentation isn’t just about when you think it’s time to present. It’s about reading the moment and moving when they’re ready.
Don’t Rely Too Much on Slides
Meridith warns: If your deck does all the talking, you’re in trouble.
A good sales conversation should stand on its own—even without the slides. If you’re reading word-for-word, your credibility takes a hit.
Use AI—But Use It Wisely
AI tools like ChatGPT or Perplexity can help sharpen your prep—but they’re starting tools, not finishing tools.
Always verify AI-sourced insights. Don’t walk into a meeting with half-baked info you can’t back up.
Watch Their Body Language
Finally, don’t ignore the non-verbal cues. Body language often tells you more than words do—especially when something’s not landing.
Whether online or in person, eye contact and posture signal confidence. Read the room, adjust accordingly.
Lightning Round: Top 10 Ways to Update Your Sales Strategy
Question: Marquessa from Salt Lake City, Utah asks, “I work for a tech start-up and we are doing well – start-ups are a struggle – and while we have been well-funded, we need sales. We have been great at getting through the door, getting to decision makers, and getting good questions during our sales presentations – but we can’t close the deal. Ideas?”
Book: Business Storytelling by Janine Kurnoff