How to deliver a great B2B sales presentation

On a frequent basis, I am getting asked, how to deliver a great product and company presentation in a B2B sales context. Today, I sat down to gather my thoughts and learnings for a project.

In order let everybody profit from them, I am publishing the learnings here as well.

There are important phases in every B2B sales presentation.

• Discovery / fact finding
• Presentation (product and company)
• Product demonstration
• Objection handling
• Next steps

This article focuses on the presentation part only and not on discovery or objection handling

We structured the hacks into 4 different categories:

Presentation of Content

• Start with a compelling value proposition that directly addresses the customer’s specific needs and pain points.
• Tell customer success stories with measurable outcomes to make your pitch relatable and memorable. Use specific examples of how similar companies achieved ROI with your product.
• Highlight 3-4 key benefits, not just features. Translate product capabilities into direct advantages for the customer.
• Support claims with data, statistics and research from authoritative sources to back up your points.
• Keep slides simple and visual – limit text, use images/graphics to illustrate concepts, and show one idea per slide.
• Demonstrate the product live to show exactly how it solves problems. Break down processes step-by-step.
• Create a narrative arc – set the context, build tension with the current problem, show the solution, describe benefits, and end with a strong call-to-action.
• Customize content for the audience’s industry, role and technical knowledge. Don’t use jargon they won’t understand or potentially are unaware of.
• Keep presentations concise, ideally under 20 minutes. Attention spans are limited. Focus on what’s most impactful.

Interaction with Audience

• Maintain eye contact to connect with the audience. Find a friendly face to focus on if nervous.
• Smile and use open, confident body language. Avoid crossed arms, hands in pockets, or fidgeting.
• Project your voice clearly with varied tone and emphasis on key points. Match your vocal energy to the room size.
• Use purposeful gestures to emphasize points. Keep hands visible and avoid playing with objects.
• Ask questions to engage the audience – conduct live polls, invite raised hands, or use chat/Q&A tools.
• Add interactive elements every 10 minutes – a short exercise, discussion prompt, video, etc. to regain focus.
• Encourage note-taking by pausing after key points. Provide handouts or follow-up materials.
• Allow time for Q&A. Anticipate common questions/objections and prepare clear, confident responses.
• Get comfortable with brief silences. Pause to let points sink in or invite the audience to reflect.
• End by restating key takeaways. Provide contact info and invite further discussion.

In-Person Presentations

Small group setting (< 5 attendees)

• Use seating strategically. Sit together at a round table rather than classroom style. Alternative: sit side-by-side instead of on two sides of the tables in a confrontational setting. This creates a more intimate, conversational dynamic that encourages discussion and collaboration.
• Print key slides as a leave-behind document. Circle and make notes together on the physical document. This keeps everyone engaged and provides a useful reference.
• Provide a hands-on product demo tailored to their specific use case. Let them test drive the software themselves on a laptop or tablet. Observe and guide them through key features.
• Discuss their individual roles, priorities and concerns. In a small group you can dig deeper into each stakeholder’s unique perspective and address how your solution benefits them directly.

Large group setting (> 5 attendees)

• Arrive early to test AV equipment and get comfortable in the space. Have backups of files/equipment.
• Bring high-quality handouts that reinforce key messages. Make them easy to read and share.
• Use a remote clicker to smoothly advance slides while maintaining eye contact and open body language.
• Move around the room to engage the whole audience. Avoid standing behind podiums or desks.
• Flipcharts and whiteboards can add variety and spontaneity. Prepare examples to illustrate points.

Virtual Presentations

• Invest in quality audio/video equipment. Use a headset mic and external webcam in a well-lit room.
• Do a tech check in advance. Test bandwidth, screen sharing, audio, and recording features.
• Look at the camera, not the screen, to simulate eye contact. Position the camera at eye level.
• Use a clean, professional background. Avoid distracting or overly casual settings.
• Stand up to present if possible. It projects more energy and authority than sitting.
• Add frequent interaction points since audience attention is shorter. Use polls, chat, and virtual hand raising.
• Provide downloadable resources and references in the chat or follow-up email. Ideally prepare the follow-up upfront to be able to send it ASAP
• Record the presentation for those who can’t attend live. Edit the recording to be a concise video.
• Choose a specialized video or presentation platform with integrated interactive features like polls, Q&A, note-taking, and breakout rooms in case you have an audience > 10 attendees