Potential clients will remember best what you say last. When doing your sales pitch – make a big ‘finale’ out of it. So, in one sense, the end of your sales presentation will be the beginning for your clients. Did you know that speakers often reach their momentum in the middle of the presentation and then lose contact with the audience by the end of the show?! One way a speaker (YOU) can ensure new beginnings for an audience (your future clients) is by having a very strong ending.
First, focus on the general purpose of your sales presentation. Are you moving the audience to action at all? Does your audience understands how you and your services will help them to generate a better return of investment (ROI)? Or are you simply entertaining (wasting their time in this case)? The purpose of your sales speech is to get the clients wanting your services badly, you want to be able to close a deal. Some speakers lose sight of this, their endings do not fit their purposes, and the audiences will wonder what the actual purpose of your speech and your visit really was all about.
The purpose of your speech it to get the clients wanting your services – now. Prepare your speech accordingly. You are most-likely talking to business owners. Show them how hosting a website with you will increase their ability to sell their own products. At the end the clients need to know if they don’t start any action they are already loosing out. They have to come to the conclusion to get started right away.
It is very important for you to summarize all the benefits of your services. Create a sticky phrase that will stay on their mind for a while. Make them think about it, make them remember you. A solid exit phrase is the key for a new beginning’. The exit line will increase the likelihood of the audience’s remembering what you want them to do as they begin after the presentation.
We can’t stress it enough. Be prepared. A former Senator (Bill Bradley) once said: “When you are not practicing, remember, someone somewhere is practicing…and when you meet him, he will win.” Practicing means preparing in this situation. It might make sense to buy a book with quotes of great people. Something they said that is worth being printed in a book, might be something worth for you to use in your sales presentation. Make sure you let them know who originally said that quote.
A good way to enhance the ending of your speech is to understand the mechanics of a conclusion. It should be short. Don’t start concluding when you still have ten minutes of material left to talk about. Don’t say, “In conclusion…” unless you really mean to finish. You will lose the attention of your audience if you continue talking long after you announce you are finishing.
Speak the conclusion without reading it. Look at your audience as you end; know exactly what you want to say and avoid fumbling with your notes. This would distracts people from your important words. The ending should raise the emotional level of your interaction wit the audience. Look pleasant and try not to hide as you end. Be present, be visible. Conclusions are great opportunities to move away form the lectern and toward the audience. Do not introduce new stuff when making a conclusion. This will distract people from the message you were selling before..
Finally, don’t take the ending too seriously. Do not expect standing ovations. Let it sink in. Prepare a follow up soon. Do not wait too long to close the deal. Concentrate on the ending to get a new beginning (=new customer).