Forget closing. The way you present can either get or lose you the sale. This is especially critical when selling remotely or offering a product that the customer perceives as a commodity. Your ability to differentiate yourself comes down to how you present, engage, and create an experience for your prospect. That’s the importance of a presentation—it shapes how the customer perceives you and your product.
The importance of a presentation in remote selling
For example. You’re a real estate agent based in Mombasa, and a prospect in Nairobi is looking for a house. That alone should make you pause and rethink your approach. “Hmm…what’s different here? What’s different is that the execution of three steps in the sales cycle have to be thought through: interviewing, demonstration and validation.
If the prospect were physically present, you could easily assess their seriousness (prospect qualification) through body language, take them on-site to view different houses, and discuss the pros and cons in real time. That’s demonstration and validation happening simultaneously. But when selling remotely, you must execute all these steps over the phone or video call before you even get to negotiation and closing. This is where the importance of a presentation comes in—it replaces physical presence with a well-structured, engaging, and trust-building interaction.
How to differentiate yourself through presentation
Now then. Your choice of words, tone, and engagement style will make or break the sale.
So, “Based on what you’ve shared, you’re looking for a house for your son that is close to where he’ll be doing his internship in Mombasa. I want to show you not just the house, but also the surrounding environment and the distance to the bus stop. I’ll also share my recommendations. I believe this will help you make a decision. Is that okay?”
This phrasing is intentional—it’s designed to pull, not push. It builds trust between two strangers. Now, instead of just sending pictures, the agent does a live video walkthrough, moving from room to room while describing key details. For example, while counting his footsteps, “One, two, three… sixteen, seventeen feet. That’s the length and width of the sitting room. As you can see, it’s very spacious. I’m here with the caretaker too. Let me put the ‘phone on speaker so you can ask him any questions. Is that okay?”
After showcasing the interior, the agent does an exterior sweep, assuring the prospect that the compound remains quiet at night and that no nearby establishments (bars or churches, for instance) create excessive noise. And that no layabouts hang out in the compound.
Experience-based selling
“Now walk with me,” you continue with your live coverage. “Let me show you how close the bus stop is.” And you (virtually) walk with him there and finish with, “It’s less than 10 minutes from here to (his internship place).” Now that is a comprehensive presentation. This approach makes the presentation as immersive as an in-person visit and reassures the prospect that you’ve been listening and are tailoring your presentation to their needs.
Compare that to an agent who simply sends pictures (or worse, doesn’t) and follows up with generic texts (“uliamua aje?”) or, a rushed call (“What have you decided? The house is in high demand.”). Who would you trust more?
The first agent, of course. And why? Because she has replicated all the elements necessary for a sale to happen in person. Namely, fostering trust, building credibility, liking the seller, and therefore, the product. That is the importance of a presentation—it transforms a distant, impersonal transaction into a guided, confidence-building process.
What If your product is a commodity?
The same principle applies when there is no meaningful difference between your product and the competition’s. For instance, you’re selling smartphones to a customer who has already researched prices, specs, and reviews online. By the time they reach out to you, they are likely looking for something more than just a list of features — they’re looking for reassurance, guidance, and a reason to choose you over another seller. How do you differentiate yourself in such a scenario? Through your presentation.
An engaging and tailored presentation can highlight details that might otherwise go unnoticed.
For example, instead of merely describing the phone’s features, you could say, “I see you’re interested in a device with a great camera for your photography. Let me show you some real-life photos captured with this phone under different lighting conditions, so you can get a sense of its performance.”
Take it a step further: “Here’s a quick demo of the camera’s interface, and I’ll share a few tips to help you maximize its potential.”
Benefits of your presentation
This approach positions you as a trusted advisor rather than just someone trying to make a sale. By personalizing the experience and focusing on the customer’s needs, you establish trust and build a stronger connection.
Buyers are more likely to choose someone who demonstrates care and expertise over someone who simply lists features or points them to an online catalogue. Think about it—when you combine professionalism with a genuine desire to solve the customer’s problem, you aren’t just selling a product; you’re establishing yourself as a trusted resource. Here, the importance of a presentation is in making a seemingly ordinary product feel personalized and unique.
The importance of a presentation: the power of experience-based selling
This applies whether you’re selling remotely, like the real estate agent in Mombasa, or selling a high-demand product like a smartphone. A presentation isn’t just about showing off a product; it’s about crafting an experience. A well-thought-out demonstration allows the customer to visualize themselves using the product, reaping its benefits, and addressing their concerns.
By doing this, you set yourself apart, even if the product itself is identical to a competitor’s. So, how are you tailoring your presentations to stand out? Are you just presenting facts, or are you actively listening, and creating an experience that leaves your prospects thinking, “This is the right person to work with”?
Understanding the importance of a presentation can be the difference between a lost opportunity and a closed sale.
Read: The five R’s of delivering a successful presentation
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