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Apr 30

20 elements of effective sales presentation design

PowerPoint sales presentation : two bad trends

Nowadays, sales reps appear to fall into one of two sales presentation trends, neither of which is optimal.

Death by PowerpointThose who put excessive amounts of text in their PowerPoints: this is “Death of Sales by PowerPoint”!

 

 

 

 

Death by beautiful Powerpoint

 

 

 

 

And those who replace text with images: this is “Death of Sales by [Pretty] PowerPoint”, to borrow the expression of the excellent Phil Waknell, whose blog, Phil presents, I highly recommend.

 

 

 

In fact, in addition to sales techniques, designing sales presentation requires the mastery of some 20 principles of modern design for PowerPoint. In truth, there are many more than 20… there are hundreds. My selection does not pretend to be objective: it is strongly influenced by the person who, in my humble opinion, currently heads the pack, the person who has influenced me the most in recent years: Garr Reynolds.

The three Zen art principles that Garr Reynolds features in his book PresentationZen:

1. Elegance (Shibumi): the simple, discrete refinement achieved through the use of subdued colors and minimal ornamentation… “Less is more.”

2. Simplicity (Kanso): the intelligent desire for clarity that gets at the heart of the subject, achieved by elimination and omission.

3. Naturalness (Shizen): the polar opposite of complicated design, this involves the use of suggestion and restraint.

Garr Reynolds also describes other elements that are not from the Zen arts

4. Simplify to amplifier

5. Optimization of the signal-to-noise ratio, and the systematic elimination of the noise that pollutes visual communication with irrelevant signals.

6. The use of empty space, or rather what Garr Reynolds calls negative space.

7. The four pillars of visual communication: contrast, repetition, alignment and proximity.

8. The flow of the presentation: the importance of the flow that captures and holds the attention of the person listening to you, and which should captivate your customers from beginning to end of the sale.

9. The use of multimedia

10. Mixing analog and digital: computers allow us to do things that couldn’t be done before, but it is just as important to feel things “physically”.

There are also the principles outlined by Nancy Duarte. The main ones are:

11. The art of creating ideas, not slides

12. The art of using diagrams to present ideas

13. Accentuating key elements

14. Slide flow

15. Unity and templates

Finally, there are the universal elements that everyone agrees on:

16. Color harmony and use of the color wheel

17. Typography: proper use of fonts and sizes

18. The rule of thirds, which ensures that the placement of the text and visual elements will have the greatest impact

19. The use of backgrounds

20. PSE: The Picture Superiority Effect

This blog cannot cover all 20, but let me know if:
– There are any for which you would like to see a detailed article or links to online resources
– I have forgotten something that you successfully use in sales presentations.

 

See this news in French : http://presentations-de-vente.com/les-20-composantes-du-design-de-presentations-de-vente-impactantes

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