"When you think about what you hope to accomplish - the sale - your presentation must be created in a way that works toward that goal." excerpt from Lemonade Stand Selling
There is a structure to presentations that are powerful. They are short and to the point. They speak to what the prospect told you during the discovery process. They should begin with a recap of the prospect's goals and needs as you heard them.
Then you can introduce your product or service and provide bullet points about the benefits - once again based upon the goals you heard. You always want to be responding to what the prospect said.
In this way you let them know that you heard them and that you have a solution to their specific situation. Throughout the presentation you can ask for confirmation so you know you are going in the right direction. In reality, the check in makes sure that you did, indeed, hear them correctly.
Remember that sales is all about the prospect's needs. It is not about the bells and whistles of your product or service. As a matter of fact, you may never have an opportunity to share those bells and whistles. That's okay! Only talk about what is relevant to the prospect. THAT is how you win the business.
In Lemonade Lesson #25 we'll talk about objections.