As sales and account management professionals, we have many tools at our disposal to help us develop customer relationships. One of our most prominent tools is a presentation that we can leverage to deliver a specific outcome. So one question to consider is this,


"When is the right time in a sales or relationship management cycle to utilize a presentation?"


A quick disclaimer: When considering this question, we are making the assumption that the presentation is effective, focusing on the audience and driving to a desired outcome. In other words, utilizing IMPAX's Them-Us-Fit-Action flow. We also assume that there is no appropriate time to deliver a typical "show up and throw up" presentation.

Here are some different situations to consider the viability of a presentation to support your desired outcome:


When looking to gain a senior level decision maker's support in taking action to prove a potential fit (in other words, gaining support and qualifying the opportunity)
When asking for a commitment to take action (closing)
When you are managing a relationship in an attempt to renew, extend or expand a business relationship
When you are delivering a quarterly business review (QBR)
When you are delivering an RFP response (in an attempt to differentiate and win)
When you are providing a capabilities overview
When you are addressing an issue in a customer relationship


Here's a summary: At any point when you are looking for a decision or commitment from someone else, a presentation sets the table for your "ask" better than any other tool. Maybe a better question to consider is, "When is it not the right time to deliver a presentation?"