You're competing for a major contract. All companies under consideration have solid reputations, great client lists, and similar pricing structures. How do you craft and deliver your sales presentation to stand apart as the obvious choice?

Open with a compliment that demonstrates you've done your homework and immediately focuses the conversation on your potential client. You can never go wrong congratulating a prospect on an accomplishment or recent success they can be proud of. It might be, "Congratulations on your new advertising campaign; it's brilliant!" or, "Congratulations on your recent industry award…" or even, "I'm so impressed, every single person who interacted with me on the way to this meeting smiled and greeted me; I can tell your core values are really at work."

Never open with "I am…" As you open your sales presentation, you only have 30 seconds to grab your audience's attention. "I am…" wastes two of them.  Avoid predictable openings. For example, "Hi. I'm Bob Smith. Let me introduce you to my team: Tom, Dick, and Harriett…" Ideally, you have met your audience before your presentation. Even if you haven't, it's critical you start with impact rather than a dull introduction.  Until you connect with your audience, they really don't really care who you are.

Use "you-focused" language. Your prospect will not make a decision to buy based on the unique features or advantages of your product or service. Their decision will be based on seeing an outcome that meets their goals or solves their problems. For example, if you were a design build firm bidding on a major renovation you might say, "You have the amazing opportunity to take what is already one of the best buildings in Atlanta and turn it into a landmark property…" or "You have an important decision to make. Of all the firms proposing to help you, who will work with you to create the most distinctive environment?" Notice you haven't said "I" yet. This is all about them.

Don't thank your prospect for their time. This isn't necessarily bad, but everybody says this, including the copier salesperson. What you should do is thank your prospect for the opportunity to discuss how your company is the best choice to increase sales, cut costs, or solve their problem. For example, "Thank you for the opportunity to discuss how our marketing strategy can you help you make your company a brand leader."

Use your potential client's own language. Never presume you can meet a prospect's needs before you have invited them to tell you what their needs actually are. Do your homework in advance of your presentation. Ask your potential client to explain their concerns and goals. Listen to and note their responses. Then you'll be able to incorporate your prospect's own words into your presentation. If your client's needs are not seen, or of no real interest to you, you will most likely lose the sale. When appropriate, use your prospect's own words in your proposal. Clients never disagree with themselves.