How To Overcome 12 Common Sales Presentation Mistakes

Earlier this year brought a must-read book for anyone who makes presentations at work, a club, a non-profit, or to any group of individuals the presenter wants to persuade to take action.

The book is, Presentation Ready, by Terri L. Sjodin, one of America’s leading experts on persuasive presentations. Her specialty is blending communications theory, field research, and practical sales experience to help professionals and non-professionals become more polished and persuasive presenters.

When you read the book, you’ll discover the 12 common sales presentations mistakes and you’ll learn why the mistakes happen, why the mistakes are damaging, and how to avoid the mistakes. Presentation Ready is divided into three sections:

Building your case – the foundation of your persuasive arguments and content.
Leveraging creativity – How your persuasive message resonates with listeners (storytelling, visual aids, structure, curiosity)
Honing your delivery – Your unique style, movement, personality, and ability to execute effectively.

“This book is formulated for the busy professional,” explains Sjodin. “The book’s material will help you quickly evaluate challenges in your presentations and make simple corrections that can expand your influence and generate better outcomes.”

One of my favorite parts of the book is where Sjodin teaches how best to use visual aids in your presentations. She explains that:

Visual aids energize your listeners and help them understand your points faster.
Visual aids are for the benefit of listeners, not a crutch to help presenters get through their own content.
A visual aid is intended to show something visually that you can’t verbally express in the same way.
Don’t rely on your visual aids to do all the work. Place them strategically and tie them to a specific purpose within your presentation.

Sjodin also cautions presenters from using word redundancy and filler words and using too much industry jargon or acronyms. Finally, she adds that, “Whether your next presentation is three minutes of 30 minutes, that’s not a lot of time, and brevity is your friend. Ultimately, it’s not about the specific time allowed but rather making the most of the time you have."

Be sure to make good use of the helpful forms toward the end of the book, especially the Presentation Outline Worksheet.

Terri L. Sjodin

Sjodin shares these insights with us:

Question: Of the 12 most common mistakes made when making a presentation, which one challenges the most people and why?

Sjodin: Great Question! The answers will be different depending on if you’re coming from the perspective of the Presenter or the Listener. The top confessions from Presenters are: “Winging It” and “Being Overly Informative Versus Persuasive.” However, Listener observations identify “Being Boring” as being the highest ranked challenge.

There are lots of reasons why, but the biggest takeaway here is that we don’t always see ourselves with the same perspective that we see others.

Question: If an eager learner wants to improve their presentation skills but doesn't have time to tackle correcting all 12 mistakes, which one or two should they first concentrate on?

Sjodin: That’s a tricky question because the answer will be different for each person. The goal would be for the reader to do a self-assessment and identify which of the mistakes are most problematic for them. As they explore each mistake in the book, they might think, “that’s me,” or “that’s not me.” That’s okay. Start by addressing the mistakes that are most pertinent for that situation and focus on improving in those areas.

Questions: So many presenters default to PowerPoint as their presentation tool. What are the pros and cons of using PowerPoint?

Sjodin: Visual aids can significantly enhance a presentation when used effectively. They are not designed to be a crutch to help get a person through their content. Remember, you are the star and the visual aids are the bit players. They are there to enrich the message and say something visually that you cannot communicate in the same way verbally. Tragically, most presentations are dominated by text and bullet points and do not visually create a wow factor.

Question: You've likely heard that presenting is reported to be more feared than dying for many people. What couple tips do you give to a person who is fearful of presenting?

Sjodin: Nervous feelings are natural. A speaker can feel vulnerable and feel the pressure of delivering the message and producing results. Remember the old saying, “No pressure, no diamonds.” Preparation and practice are the keys to managing nervous energy. Take a deep breath, visualize yourself delivering a successful presentation, and use your voice for good. Don’t worry, just do your best and keep moving forward.

___

Sjodin is the founder of Sjodin Communications and is a New York Times bestselling author, award-winning speaker, and consultant for Fortune 500 Companies. She is a frequent guest on radio and television talk shows and industry podcasts throughout the country.

Thank you to the book's publisher for sending me a copy of the book.

Comments

The Six Mindsets That Distinguish The Best Leaders

The key takeaway from the book, CEO Excellence: The Six Mindsets That Distinguish The Best Leaders From The Rest , is the best CEOs think and act differently than the rest across each of six key CEO responsibilities , including: Setting the direction (vision, strategy, resource allocation) Aligning the organization (culture, organization design, talent) Mobilizing through leaders (composition, teamwork, operating rhythm) Engaging the board (relationships, capabilities, meetings) Connecting with stakeholders (social purpose, interaction, moments of truth) Managing personal effectiveness (time and energy, leadership model, perspective) Starting with a pool of more than 2,400 corporate leaders, McKinsey & Company senior partners and authors Carolyn Dewar , Scott Keller , and Vik Malhotra extensively screened the group to identify the elite core, then sat down with 67 of them for multiple hours to talk...

How To Recruit Rockstars

"Ninety percent of business problems are actually recruiting problems in disguise," declares Jeff Hyman , author of the book, Recruit Rockstars: The 10 Step Playbook To Find The Winners And Ignite Your Business . Hyman, who has recruited more than 3,000 people during his career, also explains that "nothing will accelerate the growth of your company faster than a commitment to placing Rockstars in every role at every level." As you read the book, you'll discover Hyman's 10-step method for landing the very best talent. Progressing through the book chapters you'll learn how to: Prepare for Rockstars Recruit only Rockstars Grow your Rockstars Keep in mind, however, that a Rockstar at one company isn't necessarily one at another. Rockstars are Rockstars because they are a fit in terms of both competencies and DNA characteristics . And the three things Rockstars prize most are: A challenging environment that allows for their best work Professional a...

How To Make Better Decisions

These eight decision-making tactics from David Lahey ’s book, Predicting Success , are helpful to me and hopefully useful to you as well: Deep breathing , to clear your mind. Researching , to feel confident that you have all the information in front of you. Listing your options , in either verbal or written form, to keep the whole picture front of mind. Following through on the possible outcomes , complete with likely predictions and acknowledgement of whether they’re negative or positive (or design yourself a decision tree, that lays out every possible consequence visually). Testing your intuition , by imagining a committed decision and then gauging the corresponding feeling it inspires in your gut. Taking the time you need , so long as it doesn’t become an overly indulgent distraction. Evaluating your decision , an after-the-fact exercise that engages a conscious inventory of the lessons learned. Coming to terms with your pick , always cognizant of the reality ...

How To Infuse Love Back Into Your Work

Do you have a chance to play to your strengths every day? Were you excited to go to work every day last week? How you answer these two questions will determine if you are more likely to be successful, resilient, and engaged at work – and likely to do something great in your life by taking seriously what you love and expressing it in some sort of productive way. This is what bestselling author, Marcus Buckingham , explains in his book, Love + Work . “You've long been told to ‘Do what you love,’ shares Buckingham. “Sounds simple, but the real challenge is how to do this in a world not set up to help you. Most of us actually don't know the real truth of what we love—what engages us and makes us thrive—and our workplaces, jobs, schools, even our parents, are focused instead on making us conform. Sadly, no person or system is dedicated to discovering the crucial intersection between what you love to do and how you contribute it to others,” declares Buckingham....

5 Tips For Generating Ideas From Employees

Your employees have lots of ideas. So, be sure you provide the forums and mechanisms for your employees to share their ideas with you. Hold at least a few brainstorming sessions each year, as well. And, when you are brainstorming with your employees, try these five tips: Encourage ALL ideas. Don't evaluate or criticize ideas when they are first suggested. Ask for wild ideas. Often, the craziest ideas end up being the most useful. Shoot for quantity not quality during brainstorming. Encourage everyone to offer new combinations and improvements of old ideas.

Effective Listening: Do's And Don'ts

Here are some great tips from Michelle Tillis Lederman's book, The 11 Laws of Likability . They are all about: what to do and what not to do to be a leader who's an effective listener : Do : Maintain eye contact Limit your talking Focus on the speaker Ask questions Manage your emotions Listen with your eyes and ears Listen for ideas and opportunities Remain open to the conversation Confirm understanding, paraphrase Give nonverbal messages that you are listening (nod, smile) Ignore distractions Don't : Interrupt Show signs of impatience Judge or argue mentally Multitask during a conversation Project your ideas Think about what to say next Have expectations or preconceived ideas Become defensive or assume you are being attacked Use condescending, aggressive, or closed body language Listen with biases or closed to new ideas Jump to conclusions or finish someone's sentences

Six Mindsets That Distinguish The Best Leaders

How To Survive And Then Reset To Ultimately Thrive

“Uncertainty is here to stay. Rather than seeing it as an obstacle to overcome, integrate it into your strategic approach to invigorate your high-growth potential and outperform competition under any market condition,” explains Rebecca Homkes , author of the new book, Survive, Reset, Thrive . “Most books aren’t honest enough about how hard it is to reset ,” adds Homkes. Yet, resetting and leaning into change is essential. “If you are ready to embrace change as a central element of your growth strategy, this book is for you.” Homkes’ book is a timely, comprehensive, and essential read for business leaders looking to take the next step toward ensuring high growth for their companies. The book brings together more than 15 years of Homkes working directly with high-growth companies of all sizes and across a wide variety of industries. Survive, Reset, Thrive (SRT) is a practical and innovative interconnected three-mode approach : Survive : Stabilizing ...

Communicate Often And Tell A Story

"Most leaders' visions fail, not due to a leader's inadequacies, but due to the leader's lack of communication," said Margaret Reynolds of Reynolds Consulting, LLC in Lee's Summit, MO. Reynolds shared her expertise with me recently during an interview. She added that it's not that leaders don't communicate, but that they don't beat the drum regularly enough. "Leaders need to communicate often, regularly and consistently," she recommended. "In terms of how to communicate so people get it, it is pretty widely accepted that story telling is the most effective," explained Reynolds. Leaders need to paint a vision where people see it often. She recommends that leaders share their vision at least seven to 10 times with their employees, and to make it clear to everyone what specifically each person can do each day to help achieve the collective mission. Reynolds' other advice to leaders is to be one who: •listens with respect...

How To Build Immunity To Burnout In The Workplace

Raise your hand if you have ever experienced burnout during your career. I sense many raised hands. That is because workplace burnout is incredibly common. Burnout is a state of emotional, physical, and mental exhaustion caused by excessive and prolonged stress. It occurs when you feel overwhelmed, emotionally drained, and unable to meet constant demands. Burnout also means feeling unmotivated and feeling stuck and ineffective. And making too many personal sacrifices, wanting to leave your job, and having a bad or cynical attitude about your work. Fortunately, according to Dr. Kandi Wiens , author of the new book, Burnout Immunity , you can learn how to build immunity to burnout . More specifically, Wiens’ research shows that professionals who exhibit a high degree of emotional intelligence ( EI ) have the ability to clearly perceive, understand, and productively manage emotions, thoughts, and behaviors. They know it means: Understanding yourself. Managi...

Eric Jacobson On Management And Leadership

Search This Blog