You can’t judge a book by its cover, but a prospective client can tell a lot about you from your PowerPoint presentation.

When you’re trying to sell your products or services, remember one simple truth – the person you’re presenting to is more interested in what you can do for them, how you will solve some problem or help them achieve a business objective.

All too often, we are called in to “fix” presentations where the prime failing is a focus on the features of the company’s products and services (the characteristics), when it should be communicating the advantages (the service it performs) and benefits (the payoff of the advantage, or the value it provides to the buyer)

So before you give your next presentation, ask yourself these three questions, to ensure that you’re focused on the benefits of what you sell, rather than just the features.

1. Have you done your homework?

Have you invested sufficient resources to produce a presentation that will impress them? Have you tailored your presentation by researching their company? Do you know the problems they want to solve?

2. Are you demonstrating respect for their time?

If you are, you will have carefully planned your presentation and meeting in detail. You’ll have rehearsed what you’re going to say, selected the most relevant presentation material and presented it in an efficient and interesting way.

Ultimately, you should make your audience feel like the meeting is the most important thing they’re doing today, rather than just a typical sales pitch full of features.

3. Are you passionate about solving their problem?

Chances are that if you demonstrate this passion, your presentation will be dynamic, interesting and exciting. Your enthusiasm will carry the day, as you show you care about what you do.

On the other hand, if you’re not passionate, the presentation will put your prospect to sleep as soon as the lights go down (also, if you’re bored by your own presentation, someone else will be too!).  Focusing on the benefits will bring out your passion.

Face facts – your PowerPoint presentation is a direct reflection of what you think about your business and about your potential clients.

The more information you have, the better a decision you can make.

So, ask yourself these questions before you make a presentation and you will be three key messages closer to showing someone ‘what’s in it for them’ and winning a new client.