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Whether you realize it or not, every action you take as a business owner sends a message to the rest of the world. For most small business owners, making a good impression on a personal level is nearly equivalent to making a solid professional connection. Still, no matter how hard you work to build meaningful relationships and contacts within your field, the ultimate measure of success and failure in the world of business is the sales pitch. Entrepreneurs who are able to craft pitches and presentations that resonate with their leads are the ones who make waves and bring in the most revenue. To that end, here are four ways you can start writing better presentations –– so you can close more deals and start growing your brand at the same time:

 

Lay the Groundwork

There’s a reason why cold calls typically don’t produce the best results. That’s because most professionals will want to speak with you on several occasions before they commit to a big B2B purchase. With that in mind, it’s especially important then to take every opportunity you have to cultivate good working relationships with others in your industry. It’ll make crafting a presentation to them –– and for them –– that much easier.

 

Be Transparent

Even the greenest entrepreneur will likely see through any false fronts you try to create around your business. So, in short, simply don’t try to hide anything. If your company is small, say it’s small. If you’ve had trouble with something in the past, own your history and explain in measured terms what went wrong. There’s no shame in admitting to a past mistake; nor is it unforgiveable to not have all the answers. In fact, most people appreciate honest responses to tough questions. Trying to weave a convoluted fabrication on the spot will only serve to land you in hot water.

 

Stay Positive and On Message

Even if you’re not the most gifted speaker, you can still successfully sell your business if you emphasize positive, helpful facts and figures. Whether you’re focusing on pharmacy point of sale solutions, or how best to market a brand to millenials, make sure to stay on message throughout your presentation. At the end of the day, every good business has something valuable it can offer its clients; identify what that is and underline it at every opportunity.

 

Forget the Cookie-Cutter

Though it may be tempting to repurpose or recycle old sales techniques, the truth of the matter is that every business interaction is unique. As such, it’s imperative that you tailor your next presentation or sales pitch specifically to the client in question. Providing a client with data that directly relate to them –– and not to general industry trends –– will let them know you’re serious about helping their business. Plus, it’ll show them that you can improve their business. Achieve that, and you’ll never struggle to consistently close on sales ever again.