How do you use data and evidence to support your sales presentation and overcome skepticism?

1 Know your audience

Before you select and prepare your data and evidence, you need to know who you are talking to and what they care about. What are their pain points, goals, challenges, and preferences? What are their common questions and concerns about your product or service? How do they make decisions and evaluate options? By researching and understanding your audience, you can tailor your data and evidence to their needs and interests, and anticipate their skepticism.

2 Choose relevant and credible data

Not all data and evidence are created equal. You need to choose data and evidence that are relevant to your audience, your product or service, and your value proposition. For example, if you are selling a software solution, you might use data and evidence that show how it can improve productivity, reduce costs, or increase customer satisfaction. Avoid using data and evidence that are irrelevant, outdated, or too generic. You also need to choose data and evidence that are credible and trustworthy. For example, you might use data and evidence from reputable sources, such as industry reports, customer testimonials, case studies, or independent reviews. Avoid using data and evidence that are biased, unreliable, or unverified.

3 Present data and evidence clearly and visually

Once you have chosen your data and evidence, you need to present them clearly and visually in your sales presentation. You want to make sure that your audience can understand and remember your key points and messages. To do that, you need to use simple and concise language, avoid jargon and technical terms, and explain the meaning and implications of your data and evidence. You also need to use visual aids, such as charts, graphs, diagrams, or images, to illustrate and emphasize your data and evidence. Visual aids can help you capture attention, simplify complex information, and create emotional impact. However, you need to avoid using too many or too complicated visual aids, as they can distract or confuse your audience.

4 Back up your data and evidence with stories and examples

Data and evidence alone are not enough to persuade your audience. You also need to back them up with stories and examples that show how your product or service can solve their problems, meet their needs, or achieve their goals. Stories and examples can help you connect with your audience, demonstrate your value proposition, and show proof of your results. For example, you might use stories and examples from your own experience, your customers, or your competitors. However, you need to make sure that your stories and examples are relevant, specific, and realistic. You also need to avoid making exaggerated or false claims, as they can damage your credibility and trust.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?