It happened again today. I sat in on a vendor sales presentation and was ready to bolt after the first two minutes. Why? Because this salesperson talked too much and his presentation didn’t make sense.

How can you make your prospect want to stay and listen to more? Yesterday we presented five mistakes that derail presentations. Today, we share five more presentation mistakes to avoid in this issue of Promotional Consultant Today.

1. No Pauses: Good music and good communication both contain changes of pace and pauses. As counterintuitive as it may seem, you actually connect in the silence. This is when your audience digests what they have heard. If you rush to squeeze in as much information as possible, your prospects will remember less. Remember the rule: “Say less, say it well.” Give your clients enough time to ask a question or reflect.

2. Hmm, Ah, Err, You Know, So, Right: Non-words and low quality words often fill spaces where silence is needed. How often have you heard a presenter begin each new thought with “Now” or “Um” or “So” as they figure out what comes next. Rehearse in front of your sales manager or colleagues, asking them to call out whenever you hem or haw. Audio-record yourself, and note any digressions. You will never improve what you are not aware of.

3. Weak Opening: Engage your audience with a powerful, relevant opening that includes them. For example, “You have an awesome responsibility,” or “Congratulations on your company’s recent success.” Then focus on their needs: increasing sales, reducing errors, cutting overhead, expanding their market, increasing their digital footprint, or perfecting their sales presentations. How can your product help?

4. Weak Closing: After reviewing your key ideas, answering their questions, making suggestions for the next logical step and thanking them for the opportunity, make your last words linger. Conclude with a strong, positive sentence that will be embedded in their minds. Do not introduce a new idea. Reinforce one of your main advantages or benefits; e.g., “Remember, 157 profitable quarters,” or “99 percent of the Fortune 100 do business with us,” or “We are large enough to satisfy all your requirements and small enough that you will be a valued client.”

5. Lack of Specificity: Specificity builds credibility and helps position you above your competition. Tons and bunches? Can you really get a ton of ideas? Do you leave the trade show with bunches of business cards? Don’t say, “With our program, you will really grow your business.” Instead, “There are no guarantees; however, our last three clients increased sales an average of 32 percent in seven months.”

Avoid these blunders, and you’re on your way to delivering a dazzling performance every time.

Source: One of the few professional speakers who can transform the presentation skills of others, Patricia Fripp is an executive speech coach and sales presentation skills trainer. Fripp simplifies and demystifies the process of preparing and presenting powerful, persuasive presentations. She can deliver her message in a keynote speech, breakout sessions, through interactive virtual training, and in-depth customized training and coaching.