what is a canned presentation in business

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Canned Presentation

This article covers meaning & overview of Canned Presentation from marketing perspective.

What is Canned Presentation?

Canned presentation is a type of a detailed and structured presentation where the contents are presented in a systematic and well planned manner. As compared to personalized presentation where there is a room for improvisation and spontaneity there is less scope of changes as all necessary information regarding the product are already included.

This type of presentation becomes useful when the same presentation has to be repeated multiple number of times. Minor changes can be made depending on target audience whenever possible in future. This rigidity also proves to be useful to presenters who feel nervous and might forget key points that need to be presented to prospective clients.

There are few key points to be kept in mind while preparing a canned presentation. The first one is the objective of the presentation. The objective of the presentation should be clearly articulated. The next most important point is the prioritization based on time constraint. The crucial information should be presented based on prioritization. Next necessary task is to do a research on the target audience to understand their underlying expectations and beliefs and make it relevant and effective for the people viewing it. Finally a canned presentation should not use too many high tech tools because the same presentation might be needed to address different audience and the high tech equipment may not be always available. Hence it is always advisable to focus on message

Generally Sales presentation to retailers who may not be always educated to catch up with the little content, so presentation should be self explanatory. Classroom presentations prepared by faculty members, since the lecture materials will relate into some assignments or class exercises. New employee orientation presentation gives them a detailed and structured method to understand the company’s policies and procedures.

Hence, this concludes the definition of Canned Presentation along with its overview.

This article has been researched & authored by the Business Concepts Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team . The content on MBA Skool has been created for educational & academic purpose only.

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How to master the canned sales presentation [Agency Guide]

So, you’re staring at your presentation wondering, "Does this sound too robotic?"  Or perhaps you’re considering a more consistent way for your sales team to pitch your product across different regions and clients. Canned sales presentations get a bad rap sometimes because, well, “canned” can sound unoriginal. But the truth is, a well-crafted canned presentation is like a Swiss Army knife for sales teams—versatile, dependable, and highly effective when used right.

Whether you're here because you're struggling with low engagement in your presentations or are simply wondering how to make canned presentations feel less “canned,” you’re in the right place. Let’s uncover how a little thoughtful crafting can make a canned presentation resonate with every audience.

In case you didn't know, we're a presentation design agency. Feel free to explore our case studies here

What Exactly Is a Canned Sales Presentation?

At its core, a canned sales presentation is a pre-prepared pitch or presentation that allows sales teams to convey consistent, essential information about a product, service, or company. It’s not custom-tailored to each individual client, but it’s designed to communicate key selling points, answer FAQs, and introduce a product or service in a reliable way. This approach is used often because it ensures uniformity—every salesperson delivers the same message, with no important details left out.

But the trick is in the delivery. A canned sales presentation needs to be flexible enough for a personal touch, so it feels custom, even when it’s not. So, while the core message stays the same, a skilled salesperson can adapt to the client’s responses and build rapport.

Why Canned Sales Presentations Matter in Today’s Sales Environment

In a world where personalization is key, it might seem ironic that canned presentations are still so widely used. But here’s why they remain relevant:

Consistency Across Teams: For companies with a large sales team or multiple branches, consistency is vital. A canned presentation ensures everyone is aligned, from tone and branding to the specific features highlighted.

Speed and Efficiency: Time is money. Canned presentations allow salespeople to cover all necessary points quickly without reinventing the wheel every time.

New Hire Training: Canned presentations offer a strong foundation for new hires. They can learn the essentials of the product and the sales pitch before adding their personal touches.

How to Make Your Canned Sales Presentation Stand Out

Step 1: make it modular.

Canned doesn’t have to mean “one-size-fits-all.” By creating a modular presentation, you empower your sales team with flexibility, allowing them to adapt the message to the unique needs of each client. A modular approach breaks down your presentation into easily navigable, self-contained sections that can be rearranged or selectively chosen depending on the client’s pain points and interests. This gives the illusion of personalization while maintaining the consistency and efficiency of a canned format.

Use Interactive Slides

Rather than forcing every client through a 20-slide marathon, provide your team with the option to select slides or sections most relevant to the client’s context. Think of this as a "Choose Your Own Adventure" for sales. Each slide should stand alone with key messages that work independently, allowing the presenter to skip or rearrange without breaking the flow.

Example: Start with an introductory slide, then allow for a choice of two or three “paths” or sections. For instance, a slide on “Challenges for Small Businesses” could be followed by “How We Help Small Businesses,” while a segment on “Enterprise-Level Support” could dive into integrations and data security features.

Make Navigation Intuitive: Adding clickable elements, tabs, or hyperlinks within the presentation makes it easy for salespeople to jump to relevant sections. Interactive elements keep the client engaged and allow the salesperson to move smoothly without fumbling through irrelevant information.

Customer-Centric Flow

Organize your content around different customer needs. Audience segmentation helps deliver the right information faster and ensures that every client feels the presentation speaks to their unique challenges.

Tailored Scenarios: Use clear markers or section headings to divide your slides into scenarios. For instance, a section labeled “For Small Businesses” could address agility, scalability, and ease of use, while “Enterprise Benefits” might cover security, customizability, and dedicated support.

Showcase Versatility: Present different “use cases” by industry or business size. A modular setup also allows for quick swaps, so if your presentation has case studies or testimonials, they can be customized per industry, making the experience feel unique to each client without heavy customization.

Step 2: Create a Compelling Opening Hook

The first impression sets the tone for the entire conversation, so make it one that grabs attention. A strong hook piques curiosity, making the audience more receptive from the start. Avoid generic openings about the company’s history and instead focus on an impactful statement, a thought-provoking question, or a relatable story.

Ask an Engaging Question

Starting with a question that hits on a common problem can help the audience feel immediately connected to the content. Make sure the question is specific enough to resonate with their unique business challenges but broad enough to apply across different clients.

Example: Instead of saying, “Are you looking to improve efficiency?” consider framing it more provocatively: “What if you could increase your team’s productivity by 30% without any additional cost?” A question like this can steer the conversation towards your product or service benefits without making it seem like a hard sell.

Share a Relatable Story

A quick, well-chosen story, especially one where a client had similar pain points, can make a canned presentation feel much more personal. This brief anecdote brings an element of storytelling to the presentation, creating a narrative that the client can see themselves in.

Case in Point: Start with, “I recently worked with a company just like yours that was struggling with…” and go on to describe how your solution turned things around for them. It’s authentic, it’s real, and it gives your audience a sense of how they, too, might benefit from your services.

Step 3: Personalize the Transition Points

While modular sections give the presenter flexibility, smooth transitions make the whole experience feel cohesive. Transitions are often where you can subtly steer the conversation towards what matters most to the client.

Practice Seamless Transitions

Seamless transitions aren’t just about connecting two slides; they’re about strategically guiding the conversation. Well-timed pivots allow salespeople to anticipate the client’s interests and steer the focus there.

Lead with the Client’s Needs: After discussing a main feature, try a pivot like, “Given that your company is focused on sustainability, let’s look at how this feature supports that.” This keeps the presentation dynamic and makes the client feel seen.

Adapt to Client Reactions: If a client expresses interest in a specific topic, use that as a springboard to transition to another related benefit. For example, if they’re interested in security, pivot by saying, “I’m glad you brought that up—our product’s data encryption is one of the highest-rated in the industry. Let’s dive into that.”

Empathetic Responses

Making empathetic responses part of a canned presentation can make it feel personalized even when it’s not. When you react to a client’s feedback or questions naturally, you add a human touch to the presentation.

Example of Empathy in Action: When a client mentions a pain point or reacts positively to a feature, acknowledge it with enthusiasm, such as, “Absolutely, this has been a game-changer for many clients in similar situations.” Adjusting to their responses makes the presentation feel like a conversation rather than a one-sided pitch.

How to Measure the Success of Your Canned Presentation

Check for engagement levels.

Do clients ask questions, show interest, or appear engaged? These are immediate indicators of how well your canned presentation is working.

Follow-Up Effectiveness

If you find that clients are more responsive after the presentation, you know it resonated. Follow-up engagement metrics are a great way to gauge the effectiveness of the message and tone.

Work with us

If you’re ever looking to add some polish to your presentation (or create one from scratch with some customized flair), feel free to reach out through our contact section or schedule a meeting with our team. Let’s turn that canned presentation into something unforgettable.

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Canned presentation

A canned presentation is one which presents information in a systematic and well-planned manner. Since all necessary information about the company and product are already included, there is not as much room for improvisation and spontaneity as in a personalized presentation.

As rigid as they may seem, canned presentations may come in handy if the presentation is something that will have to be repeated several times. It is possible that minor changes will be made, depending on the audience, or if updates need to be made in the future. They can also be useful for people who may feel nervous and run the risk of forgetting key points that need to be presented to prospective clients.

The first thing to consider when creating a canned presentation is the objective. Another important factor is the time allotted for the presentation. If the presenter is given a very short time for his spiel, it is crucial that all essential information be prioritized. Another necessary task is research on the people inside the audience.

To make any presentation effective, it is necessary to make it as relevant as possible to the people who will be viewing and listening to it. Canned presentations may be rigid in a sense, but presenters can make slight adjustments to make them more appropriate or well-accepted by different audiences.

Although technology can be useful, it is not necessary to make use of too many high-tech tools when creating canned presentations. After all, if this is something that will be presented again to another audience, the equipment might not always be available. In this case, it is best to focus on the message.

Different Types of Sales Presentations: Canned, Organized, and Tailored

by Prince Kumar | Feb 28, 2024

Table of Contents

Have you ever wondered why some sales pitches seem perfectly crafted and others fall flat? The secret often lies in the type of sales presentation used. Sales presentations can be oral or written and are essential tools in the world of salesmanship. Understanding the different types of sales presentations can help you become more effective in your selling process. Let’s dive into the three main types: canned presentations, organized presentations, and tailored presentations.

Understanding canned sales presentations

Canned presentations are like a script that salespeople follow. They are pre-prepared and standardized, making them particularly useful for new salespeople or those who are still learning the ropes. These presentations are designed to be easy to remember and deliver, ensuring that the salesperson covers all the necessary points.

Advantages of canned presentations

• Consistency: Because the presentation is standardized, it ensures that every salesperson delivers the same message. This helps maintain a consistent brand image.
• Time-saving: Since the presentation is pre-prepared, it saves time for the salesperson, allowing them to focus on other aspects of the sales process.
• Ease of use: Canned presentations are straightforward and easy to deliver, making them ideal for new salespeople.

Disadvantages of canned presentations

• Lack of personalization: Because the presentation is standardized, it may not meet the specific needs or interests of individual clients.
• Limited engagement: Canned presentations can sometimes feel robotic or scripted, which may limit engagement with the client.
• Inflexibility: These presentations don’t allow for much flexibility or adaptation based on the client’s responses.

Diving into organized sales presentations

Unlike canned presentations, organized presentations are more flexible and encourage two-way communication. They are structured but allow the salesperson to adapt based on the client’s responses and needs. This type of presentation is often used by more experienced salespeople who are comfortable thinking on their feet.

Advantages of organized presentations

• Flexibility: These presentations allow the salesperson to adapt based on the client’s responses, making them more dynamic and engaging.
• Encourages interaction: Organized presentations promote two-way communication, allowing for a more interactive and engaging experience.
• Better client understanding: By encouraging interaction, the salesperson can gain a better understanding of the client’s needs and tailor their pitch accordingly.

Disadvantages of organized presentations

• Requires experience: These presentations require the salesperson to be experienced and comfortable thinking on their feet, which may not be suitable for new salespeople.
• Time-consuming: Because they encourage interaction, organized presentations can take more time to deliver.
• Risk of deviation: There’s a risk that the salesperson may deviate too much from the main points, potentially losing focus.

Exploring tailored sales presentations

Tailored presentations are customized for specific client needs. They are often used in Business-to-Business (B2B) settings where the salesperson has a deep understanding of the client’s business and can tailor their pitch to address specific pain points and offer solutions.

Advantages of tailored presentations

• High personalization: These presentations are customized to meet the specific needs and interests of the client, making them highly relevant and engaging.
• Builds trust: By addressing specific client needs, tailored presentations can help build trust and establish a strong relationship with the client.
• Effective problem-solving: Tailored presentations are designed to provide solutions to the client’s problems, making them highly effective.

Disadvantages of tailored presentations

• Time-consuming: Creating a tailored presentation requires significant time and effort to research and understand the client’s needs.
• Requires deep knowledge: The salesperson needs to have a deep understanding of the client’s business and industry, which may require specialized knowledge and expertise.
• High stakes: Because these presentations are highly personalized, they can be high stakes, putting pressure on the salesperson to deliver effectively.

The importance of effective sales proposals

An effective sales proposal is more than just a presentation; it’s a tool that enhances the company’s image, builds trust, and provides solutions to client problems. Whether you are using a canned, organized, or tailored presentation, a well-crafted proposal can make all the difference.

Key elements of an effective sales proposal

• Clear objectives: The proposal should have clear objectives and goals, outlining what the salesperson aims to achieve.
• Client-focused: The proposal should be focused on the client’s needs and provide solutions to their specific problems.
• Professional presentation: The proposal should be well-organized and professionally presented, enhancing the company’s image.
• Engaging content: The content should be engaging and relevant, capturing the client’s attention and interest.
• Strong call to action: The proposal should include a strong call to action, encouraging the client to take the next step.

Understanding the different types of sales presentations—canned, organized, and tailored—can help you become a more effective salesperson. Each type has its advantages and disadvantages, and the key is to choose the right approach based on the client’s needs and the salesperson’s experience. An effective sales proposal, whether oral or written, is essential in enhancing the company’s image, building trust, and providing solutions to client problems.

What do you think? Have you ever used any of these types of sales presentations? Which one do you find most effective and why?

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Personal Selling and Salesmanship

1 Introduction to Personal Selling

• Personal Selling
• Characteristics of Personal Selling
• Types of Selling Situations
• When to Use Personal Selling
• Different Roles of Personal Selling
• Advantages and Disadvantages of Personal Selling
• Objectives of Personal Selling
• Diversity of Personal-Selling Situations
• Process of Personal Selling

2 Salesmanship

• What is Salesmanship
• Scope of Salesmanship
• Types of Salesmanship
• Significance of Salesmanship
• Role of a Salesman
• Qualities of a Salesman
• Functions and Duties of a Salesman
• Creative Salesmanship
• Creative Selling Process

3 Sales Management

• Importance of Sales Management
• Scope of Sales Management
• Types of Salespersons
• Difference between Selling & Marketing
• Sales Management Process
• Trends in Sales Management

4 Sales Force Management

• Sales Force Recruitment Planning
• Recruitment of Sales Force
• Selection of Sales Force
• Sales Force Training
• Sales Force Compensation
• Sales Force Motivation
• Sales Force Evaluation

5 Buying Motives

• Meaning of Buying Motives
• Importance or Application of Buying Motives in Personal Selling
• Types of Buying Motives
• Buyer Motivation

6 Buyer Behaviour

• Concept of Buyer Behavior
• Difference between Buyer and Consumer
• Factors affecting/influencing Buyer Behavior

7 Sales Force Motivation

• Concept of Motivation
• Dynamic Nature of Motivation
• Motivation and Need
• Maslow’s Theory of Need Hierarchy
• Motivational Techniques for the Salespersons

8 Sales Process

• What is Meant by Sales Process
• Prospecting and Qualifying
• Planning the Sales Call (The Pre-approach)
• Approaching the Prospect
• Making the Sales Presentation and Demonstration
• Dealing with Prospect Objections
• Closing the Sales
• The Follow Up or Feedback

9 Sales Presentation and Demonstration

• Meaning of Sales Presentation and Demonstration
• Essentials of Sales Presentation and Demonstrations
• Tools and Techniques of Sales presentations and Demonstrations
• Steps Involved in Sales Presentation and Demonstration
• Types of Sales Presentations and Demonstration
• Types of Prospect Categories and Strategy
• Sales Presentation Strategies

10 Concluding Sales

• Meaning of Concluding the Sales
• Closing Cues
• Trial Closes
• Sales Closing Techniques
• Closing the Sale is Not the End

11 Report and Documents in Sales

• Objectives of Making Sales Reports and Documents
• Importance of Sales Reports
• Types of Documents in Sales
• Salient Features of a Good Sales Report
• Sales Manual

12 Ethics in Selling

• What is Meant by Ethics?
• What is Ethical Selling?
• Importance of Ethics in Selling
• Ethical and Legal Aspects/Issues in Selling
• Compliance Techniques to Ensure Ethical Selling
• Developing Ethical Code of Ethics for Selling

13 Skills for Salesperson

• Social Skills
• Communication Skills
• Persuasion Skills
• Presentation Skills
• Time Management Skills
• Negotiation Skills
• Objection Handling Skills

14 Career Opportunities in Personal Selling

• Why Do You Choose a Sales Career?
• What Does a Professional Salesperson Do?
• Types Of Sales Jobs Based On Industries
• Changing Role of a Salesperson
• Criteria for Success in a Sales Career
• Measures for Making Personal Selling an Attractive Career

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Perfecting Your Pitch: Navigating Types of Sales Presentations

Imagine walking into a room filled with potential customers, armed with nothing but your product and a memorized pitch. How do you engage your audience, stand out from the competition, and close the deal? It all starts with understanding the types of sales presentations and using the right one to your advantage.

Sales is often compared to an art form, and like any artist, a good salesperson needs an array of tools in their repertoire. One of the most critical tools is the sales presentation, the bridge that connects your product to the customer. But did you know there are several types of sales presentations, each with their unique strengths and ideal scenarios? Let’s take a deep dive into these presentation styles and explore how they can bring you closer to your next successful sale.

The Essential Trio: Types of Sales Presentations

Sales presentations typically fall into three primary categories: the standard memorized presentation, the formulated sales presentation, and the need-satisfaction presentation. Each has its unique characteristics, making them suitable for different sales scenarios.

1. The Scripted Path: Standard Memorized Presentation

Standard Memorized Presentations, often dubbed as ‘canned presentations,’ bank on the precision of a meticulously prepared script. By covering every nook and cranny of a product or service, they ensure not a single crucial detail slips through the cracks. They allow the salesperson to deliver a well-rehearsed, seamless presentation, leaving no room for potential inaccuracies or misinterpretations.

Pros of a Standard Memorized Presentation

A major advantage of Standard Memorized Presentations is the uniformity they bring. They ensure that every salesperson delivers a consistent message, thereby maintaining the integrity of the product or service description. This type of presentation is extremely detail-oriented, reducing the risk of accidentally overlooking critical points about the product or service.

Cons of a Standard Memorized Presentation

However, Standard Memorized Presentations also have their drawbacks. Given their scripted nature, they may come off as robotic or impersonal, lacking the genuine warmth that can be critical in establishing rapport with the customer. Furthermore, their rigid format offers little flexibility, limiting the salesperson’s ability to react spontaneously to unexpected situations or queries from the customer.

2. The Flexible Approach: Formulated Sales Presentation

A Formulated Sales Presentation is akin to a guided improv performance. While it rests on a structured outline, it offers room for salespeople to tweak and adjust their presentation in real time based on the customer’s reactions. This flexibility means the sales presentation is not set in stone but evolves to cater to the client’s preferences and queries.

Pros of a Formulated Sales Presentation

The Formulated Sales Presentation’s standout feature is the balance it strikes between rigidity and flexibility. While it ensures the salesperson stays on track, it allows them to tailor the pitch to resonate with the specific needs, interests, and pain points of the customer. This approach fosters personalized selling, making the customer feel valued and understood.

Cons of a Formulated Sales Presentation

However, this improvisational aspect can also be a double-edged sword. It requires the salesperson to think on their feet and adapt quickly to changing situations. This can lead to potential inconsistencies if not carefully managed, which may confuse the customer or dilute the primary selling points of the product or service.

3. The Customer-Centric Style: Need-Satisfaction Presentation

The Need-Satisfaction Presentation pivots toward a customer-centric approach. In this style of presentation, the salesperson concentrates on understanding and satisfying the customer’s specific needs. The emphasis here is on creating a dialogue rather than delivering a monologue, inviting the customer into an interactive exchange that revolves around their unique requirements.

Pros of a Need-Satisfaction Presentation

The Need-Satisfaction Presentation stands out for its highly personalized nature. The salesperson focuses on meeting the customer’s unique needs, making the customer feel heard and understood. This interaction fosters a sense of connection, enhancing engagement and satisfaction. By encouraging two-way communication, this approach not only uncovers the customer’s needs but also builds a rapport, vital for long-term customer relationships.

Cons of a Need-Satisfaction Presentation

Despite its benefits, the Need-Satisfaction Presentation does present some challenges. It requires exceptional listening and empathy skills from the salesperson to truly understand the customer’s needs. Moreover, its highly interactive and tailored nature makes it potentially more time-consuming than traditional, streamlined sales presentations. For sales teams dealing with high volumes of customers, this could prove a logistical challenge.

Choosing the Right Presentation: When and How?

The success of a sales presentation largely depends on choosing the appropriate style based on your customer’s needs and your selling environment.

When to Use a Standard Memorized Presentation?

Standard memorized presentations are particularly effective when uniformity and precision are paramount. They are excellent for scenarios such as trade shows or product launches, where consistency is key, or when the product has complex technical details that need accurate communication.

When to Use a Formulated Sales Presentation?

Formulated sales presentations thrive in situations where products or services are customizable. This type of presentation gives experienced salespeople the flexibility to adjust their pitch according to the customer’s responses and preferences, creating a personalized selling experience.

When to Use a Need-Satisfaction Presentation?

Need-satisfaction presentations are the perfect choice when a customer has unique or specific needs. This style of presentation is particularly successful in B2B sales or when selling high-value products or services, as it can be customized to address the unique requirements of the customer.

Amplifying Your Sales Presentation Skills

Mastering the types of sales presentations is crucial, but the delivery of your presentation plays a significant role in its success. From body language and tone of voice to visuals and design elements, every aspect can influence the effectiveness of your presentation. This is where Fully Decked Up, India’s leading presentation design agency, can step in and help you take your sales presentations to the next level.

Fully Decked Up: Upping Your Presentation Game

Fully Decked Up is not just another presentation design agency. It specializes in creating engaging, professional, and highly effective presentation designs. Here’s what sets us apart:

Expertise: Our team of seasoned designers and presentation experts completely understand the art of effective selling through compelling visuals.

Custom Designs: Every presentation is unique, and Fully Decked Up understands this. We customize every design to suit your presentation style, your product or service, and your target audience.

Wide Range of Services: From infographics to slide designs and everything in between, Fully Decked Up has you covered.

Boost Your Sales with the Right Presentation Style

Understanding the different types of sales presentations is just the beginning. To truly excel in sales, you need to master the art of delivering each type effectively. This means choosing the right presentation style for the right situation, understanding your audience, and leveraging powerful visuals to convey your message effectively.

But why stop there? Boost your sales presentations with Fully Decked Up. With their custom designs and wide range of services , they can help you make a lasting impression and close more deals.

Ready to amplify your sales presentation skills? Contact Fully Decked Up today, and discover how their services can transform your sales presentations into compelling selling tools.