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Five Ways to Create More Value in Your Presentations

by Joseph Sommerville, PhD  |  
February 2, 2010

During challenging economic times, buyers look for value. The more value you provide, the more likely you are to become the provider of choice.

Presentations offer you excellent opportunities to provide that value at different stages of the sales cycle. Here are five ways to create more value in your presentations.

1. Solve a problem instead of peddling programs

People know when they're being sold to, and it makes them uncomfortable.

Prospects invest their time in attending or listening to a presentation because they believe it will benefit them in some way. They don't attend to hear a thinly veiled sales presentation. Violating those expectations by promising one thing and delivering another constitutes a bait and switch that quickly turns prospects off.

Prove to them they've made a wise investment by making your focus education, and you'll find a more receptive audience. When you can solve a problem or remove some pain, you're positioned as a resource instead of a vendor.

The problem you address should resonate with the audience's experience. That means some analysis is required as you prepare the presentation.

What are some of the questions your target market asks most often? What are the three biggest challenges they regularly face in their businesses? What are the top mistakes people in similar situations make?

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Joseph Sommerville, PhD ( is president of Peak Communication Performance ( and author of Rainmaking Presentations: How To Grow Your Business by Leveraging Your Expertise, the first chapter of which is available at

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