Pace the demonstration so the customer does not become confused. In response to what was learned in the need discovery, offer one idea at a time, and be sure the customer understands each point before moving on. When you neglect this practice, there is the danger that the customer’s concentration may remain fixed on a previous point. Some presentations are ruined by a salesperson who moves too rapidly from one point to another.

At least two types of presentations are doomed to failure. One is a sales presentation that is too basic and leaves the prospect with the feeling of being “patronized.” It is important to avoid “talking down” to a customer. The other provides the prospect with too much detail. It is overly technical and leaves the buyer in a confused and frustrated state of mind. Salespeople who sell the same product every day sometimes lose sight of the fact that some customers cannot understand a highly technical presentation.

It is a good idea to assume that no one has time to waste. Make your presentation as concise and to the point as possible. The prospect will be greatly annoyed if you use 10 minutes to make a point that could have been covered in two or three minutes. Several years ago, the “KISS” principle was introduced to the field of selling. This popular acronym stands for “Keep It Simple and Straightforward.” Put another way, never make your presentation more complex than it needs to be. Make sure the terms you use and ideas you present are familiar to your customers.