Nowadays salespeople meet with customers through many different channels: in person, by phone, on video call… This includes the challenge of showing sales presentations in different formats.

What used to be, for the most part, in-person meetings has gradually been replaced by other methods. So this doubt arises among sales teams:

Which format is best to ensure success in sales presentations?

A recent study by Highspot analysed 4 different presentation formats to compare which was most effective with buyers:

• In-person: a face-to-face presentation, with attendees in the same room.
• Virtual: a presentation via Zoom in which each person was in a different room.
• Hybrid: some attendees listened to the presentation in person and others via Zoom.
• Telephone: attendees listened to the information over a call.

For the study, the differences shown by participants in terms of attention, memory and intention to act based on the speech heard were taken into account.

What did the study find?

Virtual and telephone format

Although it seems difficult to maintain attendees' enthusiasm in a virtual presentation, the truth is that participants via Zoom remained in a positive mood. In this format, attendees were especially enthusiastic about seeing the content shown.

In general terms, what this study shows is that, regardless of distance, attendees retain the main messages even days later if the right presentation techniques. were used. Even attendees by telephone, who would not have been able to see the slides, in many cases were able to follow the content of the speech correctly.

That is, the virtual format is suitable for high-level presentations, as long as it is with well-crafted content and a clear message, to maintain participants' attention from an environment that is comfortable for them.

Hybrid format

Although the hybrid format did not directly affect attendees' memory, witnessing an event partly in person in a virtual format put attendees in a negative state of mind.

Interestingly, the study showed that the hybrid format is not as effective as one might think. It does not combine the best of both formats. Rather, the fact that the different decision-makers have a different experience makes it difficult to reach an agreement.

In-person interactions

Although virtual interactions have boomed significantly, we should not completely abandon face-to-face meetings. This is the moment when customers are in the most positive state of mind, most relaxed and most willing to trust.

According to the study, it is effective to give presentations in a virtual format; however, the part involving the exchange of perspectives and decision-making is always better done face to face.

In other words, we cannot underestimate the power that in-person interactions still have to boost engagement. And the rise of new technologies does not change this.

As HighSpot says: “stadiums have survived televised match broadcasts and concerts have survived streaming music services”. In-person sales can survive video calls.

The keys to an effective presentation

The overall conclusion of the study would be the following: a well-crafted presentation transcends the method by which it is shown.

Although the four groups experienced the presentation differently, at a cognitive and memory level, the experiences were similar. Overall, studies show that some of the keys to an effective presentation are:

• A powerful, actionable message that is repeated at different moments throughout the presentation, both verbally and visually.
• Content with an attractive and balanced design.
• A relatively fast pace and visuals that have movement.
• Combine logical and emotional language in the speech. Encourage the listener to create mental images of the information.
• Good communication skills of the presenter: vocalisation, gestures, etc.

How to increase engagement with sales presentations

In conclusion, regardless of the format, if the characteristics of a good presentation are maintained, you can ensure that the client retains the main message of the speech. And, consequently, that they are more willing to act on this message.

Equipping the sales team with quality sales content that effectively conveys the brand message, is the key to making any presentation, in any format, captivating and relevant to the client.

Although virtual visits or meetings have undoubtedly transformed the way of selling, the key to boosting engagement is not in the choice of format, but in equipping salespeople with the necessary tools to feel prepared and confident in every sales interaction, such as a good sales software.