(This blog is a 2nd in a 15 part series titled ‘Definitive Guide to Making Killer Sales Presentations’. Sign-up now to be the first to receive the full-fledged guide.)
Presentations are like movies.
In the quote below, Steven Spielberg speaks on how creating a hook in storytelling is very important.
“Quite simple, a movie has to grab me in a place that makes my voice go high and then i’ll really commit to it” – Steven Spielberg
How does this translate into great sales presentations?
Amazing first slide, starting with a hook and headline of the presentation written in a way to capture attention of the brain (as the brain is in investigate or ignore mode).
Read this example to see how to create a perfect hook.
Use the hook to get the attention of the client from the very beginning. It should be remembered that a hook is always the setup for which the presentation is the payoff. Successful hooks succeed in capturing their audience’s attention and give rise to a question in their minds for which they have no other choice but to listen to the salesperson’s presentation in order to get the answer.
An example in a scenario where the salesperson is discussing the benefits of their student financial planning program can be
“You can get rid of your education loan in two years flat, without compromising on the quality of your lifestyle…”
sprinkled with some social proof like this:
“We’ve helped more than 200 students in the bay area get rid of their student loans in last one year alone. Would you be interested to discuss more on this?”
Here are some pointers on creating a great hook:
- Make eye contact to establish a connection with the prospect. Eye contact is like a visual handshake and helps build trust with the prospect.
- Use words which stress the importance of what you’re going to say next. Such tactic helps attract attention to what you’re about to say. Some examples can be “I can’t stress this enough but…”, “Most importantly,…”, “We need to keep this in mind before…”
- Use names while addressing your key prospect. Using names not only draws attention as humans are biologically tuned to listen to their names but also shows that the salesperson knows the prospect enough to remember their name before coming for the meeting.
- A great way to accomplish writing the hook can be to use an interesting fact, a statistic, a story or a question. Needless to say the hook has to be very relevant to the current problems of the prospect. Below are some example slides from various decks showcasing a hook.