The Art And Science Of Selling (Part 3)

Posted - September 14, 2017

Welcome to the third part of our series, breaking down the lessons from The Ultimate Sales Messaging System. This system is designed to teach exceptional communication skills to improve selling technique. It encompasses both the art and science behind crafting the perfect sales pitch. Enjoy!

In Part 1, we discussed the basics of effective sales messaging, including focusing on what your audience needs, fixing common communication issues, and understanding the adult learning process.

In Part 2, we discussed the idea of filtering out excess information, not oversharing with your audience, and making your message “sticky.”

And now, here are four things to keep in mind as you incorporate visual aids into your presentations. Read on, for Part 3 awaits…

1. Common Questions About Using Visuals (Sometimes Referred To As “Slides”)

Question: Do I need to use visuals?

Answer: It depends on what you’re presenting. Never assume that you must use visuals. They should only be used if they add real value, not decoration.

Question: When should I use visuals?

Answer: When you can easily replace one hundred words, or excessive facts or data, with an image or graphic, then you should use them.

Question: What is the purpose of visuals?

Answer: Visuals should reduce complexity, increase understanding, and decrease the audience’s short-term memory workload. If your visuals do that, you should use them.

2. A Few Wise Words

“Communication is about getting others to adopt your point of view, to help them understand why you’re excited (or sad, or optimistic, or whatever else you are). If all you want to do is create a file of facts and figures, then cancel the meeting and send in a report!” -Seth Godin

“True presentations focus on the presenter and the visionary ideas and concepts they want to communicate. The images (slides) reinforce the content visually rather than create distraction, allowing the audience to comfortably focus on both. It takes an investment of time on the part of the presenter to develop and rehearse this type of content, but the results are worth it.” -Nancy Duarte

In summary, presentations should be about conveying the emotion behind an idea that a simple report cannot. It is this deeper connection, beyond mere facts, that makes presentations worth the time to design and deliver.

3. The Four Principles Of Visual Communication

1. Simplicity

Your visuals should simplify what was formerly complex. If the visual itself needs explaining to be understood, then it does not have simplicity.

2. Elegance

Effective visuals should be appealing to the eye, with color, contrast, and spatial balance. Remember, when you have too much going on in a visual, you can confuse the viewer.

3. Focus

The purpose of the visual should be clear. Keep this in mind, and don’t forget about techniques such as highlighting the most important part or blurring out the less important parts.

4. Clarity

The visual should be easy to comprehend in 5 seconds or less. Otherwise, it’s too complex.

4. Drop The Crutch!

This is what visuals SHOULD NOT be:

1. A Guide. You should be the one to confidently guide your audience through your presentation; you are the expert, after all. Depending on a slideshow can bore an audience. Don’t undermine your message!

2. A Substitute For Good Content. Rich content should be your driving force. Visuals can be a supplement, but they do not replace the meat and potatoes that actually speak to the concerns and issues of your audience.

3. Loaded With Text. Keep it clear, concise, and compelling. Allow them to listen rather than forcing them to read.

4. Complex. Don’t distract or confuse your audience by over-communicating. Find the approach that simply cuts straight to the core of your message to make it as simple as possible for the audience to understand.

Remember, confused prospects rarely buy.


Stay tuned to our blog, as we will continue to break down the lessons from The Ultimate Sales Messaging System in future installments. If you want the whole thing, and you just gotta have it now, please check out our online webinar.

The Ultimate Sales Messaging System was created by Brian Williams, of Perspectivity Intl. Perspectivity is a sales growth agency, established in 2012, and is the product of more than 20 years of experience with global tech giants.

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