Course: Building Skills for Sales Presentations

Title: Mastering Sales Presentations: A Practical, Blended Course Outline for Frontline Sales Teams and Emerging Leaders

Opening line: If your presentations aren't moving people, not just informing them, you're doing theatre, not sales.

Course snapshot (randomised): Target audience and level
- Frontline sales teams and emerging leaders within mid market Australian organisations, sales reps, account managers, BDMs and junior team leaders who present solutions to clients, internal stakeholders and panels.
- Ideal participant profile: 2 to 8 years' sales experience, responsible for pitching products or services, often required to tailor to technical and non technical stakeholders.
- Delivery mode: Hybrid, a face to face half day intensive workshop (preferred in Sydney or Melbourne) followed by two 90 minute live virtual coaching sessions over four weeks.
- Preferred duration and format: Half day (4 hours) in person workshop + 2×90 minute virtual reinforcement/coaching clinics. Pre work: 45 minutes. Post work: 1.5 hours self paced assignment.
- Practical constraints: Costed for budgets, $495 incl GST per person (based on min 10 / max 25 participants). Delivery available in Sydney, Melbourne, Brisbane; travel fees apply for Perth and regional NSW. Platform for virtual sessions: Zoom or MS Teams. Materials: digital workbook and one page quick reference cheat sheet per participant.
- Assessment and measurement: Pre course diagnostic survey, roleplay scoring rubric, immediate participant feedback, manager observed behaviour change at 6 weeks, post course sales activity metrics (meeting to proposal conversion rate).

Why this course (a quick case for attention)
- Sales presentations are where pipeline turns into revenue. Too many teams treat slide decks as scripts instead of launchpads. We teach people to build a story that sells, not a slide show that soothes.
- Two contrarian but honest views: (1) Data beats charisma nearly every time in B2B selling; and (2) cold outreach still works, when the message is sharp and the presentation is relevant. Some will disagree. Fine. We'll prove it.

Learning outcomes (behavioural and measurable)
By the end of the programme participants will:
1. Diagnose audience needs quickly, create a stakeholder map within five minutes of a briefing.
2. Design a concise, persuasive presentation structure (Hook → Problem → Solution → Evidence → Call to Action) that can be adapted to technical or executive audiences.
3. Deliver a 10 to 12 minute sales pitch with effective story arc, supported by customer evidence and one visual aid.
4. Use vocal modulation and body language to project confidence and manage audience attention.
5. Field objections with a structured framework (Acknowledge → Clarify → Reframe → Respond) and convert at least 50% of objections into next step agreements during roleplays.
6. Improve meeting to proposal conversion by a targeted uplift (e.g., +10% within 3 months), measurement via agreed KPIs with managers.
7. Prepare contingency plans for common technical failures and disruptions.

Course structure, module by module (session timings reflect the hybrid format)
Pre work (45 minutes, self paced, sent one week prior)
- Short diagnostic: participant submits one recent pitch deck and a 60 second video of a typical opening.
- Micro learning: two 10 minute clips on storytelling and audience analysis.
- Reading: one page checklist, "Stakeholder language mapping".
Purpose: prime participants, allow facilitators to tailor content, capture baseline data.

Face to face half day workshop (4 hours)
Module A, Rapid Audience Assessment (40 minutes)
- Learning objective: learn a three question method to profile audiences (role, priority, success metric).
- Activities: quick fire stakeholder mapping in triads; each triad presents a 60 second audience brief.
- Deliverable: one page audience persona saved to workbook.
Why it matters: Sales presentations fail when you assume "what everyone wants." Don't. Ask.

Module B, The Story Spine for Sales (50 minutes)
- Learning objective: craft a persuasive narrative that ties product features to tangible outcomes.
- Content: the Hook (problem), Contrast (what happens if nothing changes), Value (solution in benefits), Proof (evidence), Close (next steps).
- Activities: rewrite a feature heavy slide into a 90 second story and test on peers.
- Output: one 90 second client centred story per participant.

Module C, Structuring for Impact (45 minutes)
- Learning objective: design a 10 to 12 minute pitch that flows and lands.
- Content: Time box templates, sequencing options for exec vs technical audiences, rules for "less is more" slides.
- Activity: group build of a pitch skeleton for an Australian retail or services scenario (we include Sydney based retail example).
- Deliverable: structured pitch outline ready for rehearsal.

Break (15 minutes), informal coaching, Q&A

Module D, Visuals that Support, Not Distract (35 minutes)
- Learning objective: convert complex data into 1 to 2 visuals that support the story.
- Content: chart choices, one pager decision trees, slide hygiene, use of local case examples.
- Activity: redesign a dense slide into a single, clear visual.
- Note: many presenters overdo animation. We'll gently mock it, and show better options.

Module E, Delivery Essentials: Voice and Presence (40 minutes)
- Learning objective: use voice modulation, pacing and body language to project confidence.
- Content: practical drills, pitch breathing, vocal contours, purposeful movement, eye contact in rooms and on camera.
- Activity: 60 second live delivery rounds with peer feedback using a simple rubric.
- Output: personal voice and presence action plan.

Module F, Handling Objections and Questions (35 minutes)
- Learning objective: master a structured objection framework and practice real time application.
- Activity: lightning roleplay, attendees take turns as seller, buyer, and observer (scored).
- Deliverable: repository of 8 tested responses for common objections.

Wrap and immediate action (10 minutes)
- Participants set one SMART action to apply at work in the next two weeks.
- Facilitator assigns post workshop assignment and schedule for virtual clinics.

Post work: Virtual coaching clinic 1 (90 minutes, week 2)
- Focus: personalised coaching on participant submitted 10 to 12 minute pitches.
- Structure: breakouts for 3 to 4 participants; each delivers 10 to 12 minutes; peer and facilitator scoring; focused micro feedback (3 strengths, 3 improvements).
- Deliverable: revised slide deck and recorded pitch for manager review.

Virtual coaching clinic 2 (90 minutes, week 4)
- Focus: advanced objection handling and commercial close practice.
- Structure: simulated client meetings drawn from real Australian scenarios (retail buyer, public sector procurement, corporate procurement panel).
- Assessment: roleplay rubric applied; participants must demonstrate improvement in at least two rubric areas.

Assessment strategy and scoring
- Pre course survey and video form baseline.
- Roleplay rubric (used in both face to face and virtual sessions) scores:
- Audience clarity (0 to 5)
- Story structure (0 to 5)
- Evidence & relevance (0 to 5)
- Delivery & presence (0 to 5)
- Objection handling (0 to 5)
- Passing benchmark: average score ≥16/25 and demonstrable manager observed application in the field.
- Manager observation: short checklist at 6 week mark (did participant use stakeholder map? did pitch lead to next step?).
- Quantitative KPI: meeting to proposal conversion improvement tracked for 3 months.

Learning activities and pedagogies (how participants learn)
- Micro learning pre work to reduce cognitive load.
- Experiential learning: repeated roleplay and immediate feedback (high intensity, low fear).
- Peer coaching: structured, supportive critique; we force the hard feedback but in a safe environment.
- Real world assignments: participants deliver pitches to actual stakeholders where feasible, accountability is key.
- Reflection and journaling: short prompts after each session to consolidate learning.

Detailed session activities, examples and timing (practical, repeatable)
- 5 minute audience persona blitz: ask three diagnostic questions and write the persona in bullet points.
- 10 minute story rewrite: convert a product feature into an outcome led line using the "So What?" test.
- 12 minute roleplay: 10 minute pitch, 2 minute rapid fire objections; rotation and immediate score.
- 7 minute visual makeover: convert 30 data points into one visual with a headline.
- 3 minute breathing and voice drill: stand, breathe, speak 4 times with varying pitch, record.

Materials and resources provided
- Digital workbook (approx 25 pages) with templates: stakeholder map, pitch skeleton, slide checklist, objection bank.
- One page cheat sheet: 5 step voice and presence routine.
- Roleplay rubrics and manager observation checklists.
- Sample case studies from Australian industries (retail, professional services, health tech), positive examples from notable Australian businesses who invest in training.
- Access to recorded feedback videos where facilitators model high quality pitch delivery.

Trainer profile and facilitation requirements
- Lead trainer: minimum 10 years' facilitation experience in corporate sales training; industry experience in B2B sales highly desirable.
- Co facilitator: provides breakout coaching and scoring support.
- Tech support: dedicated AV/virtual host; local venue tech check essential.
- Trainer to participant ratio: 1:12 for optimal personalised feedback.

Sample case studies and scenarios (Australian contextualisation)
- Scenario A: Pitch to a procurement panel at a mid sized Sydney retail chain, emphasise ROI and operational fit.
- Scenario B: Demonstration for a Melbourne hospital procurement officer, focus on compliance, evidence, and risk mitigation.
- Scenario C: Commercial negotiation with a Brisbane based services buyer, highlight time to value and service model.

Follow up and reinforcement options
- Monthly micro webinars (30 minutes) for 3 months on topics: slide hygiene, advanced storytelling, executive briefings.
- Optional one to one coaching packages (3 sessions) for key sellers, priced separately.
- Group certification: participants who meet the rubric threshold receive a "Presentation Proficiency" certificate from us.

Measurement of long term impact
- Short term: improvements in roleplay rubric scores and participant confidence (self reported).
- Medium term (6 to 12 weeks): manager observation checklist and sales metrics, meeting to proposal conversion, proposal to win rate.
- Long term: integration into onboarding and foundation sales curriculum across the Business; recommended follow up at 6 months.

Risk identification and mitigation (practical)
- Risk: technical failure during virtual sessions. Mitigation: pre session tech rehearsal, local facilitator with backup laptop and USBs.
- Risk: low transfer to the job. Mitigation: manager involvement pre commitment, post course action plan and manager checklist.
- Risk: participant resistance to critique. Mitigation: create psychological safety norms, use appreciative feedback model.

Why hybrid works, a short rationale
- The intensive half day creates momentum and shared language; virtual clinics reinforce application and keep accountability high. Face to face is best for presence work while virtual is efficient for coaching, best of both worlds.

Customisation options (make it fit)
- Executive variant: one day immersive for senior presenters with board level briefing templates and decision brief rehearsal.
- Technical variant: additional module on translating complex specs into executive level outcomes.
- Sales leader variant: built in coaching skills so managers can deliver ongoing feedback to teams.

Sample timetable (half day)
- 09:00 to 09:10 Welcome and outcomes
- 09:10 to 09:50 Audience assessment
- 09:50 to 10:40 Story spine and pitch skeleton
- 10:40 to 10:55 Break
- 10:55 to 11:30 Visuals and evidence
- 11:30 to 12:15 Delivery drills and roleplay round 1
- 12:15 to 12:45 Objections and close practice
- 12:45 to 13:00 Action planning and wrap

Participant journey and expectations
- Before: submit deck + 60s video; do micro learning.
- Day: intensive, practical, slightly uncomfortable (in a good way).
- After: refine pitch, attend two virtual clinics, present to manager or client, measure impact.

Budget estimate (indicative)
- $495 incl GST per person (10 to 25 participants) includes facilitator fees, workbook, virtual clinic access. Travel and venue costs separate for regional delivery.

Two opinions that may divide readers
- Opinion 1: "Spend less on slide packages, more on rehearsal." I stand by that.
- Opinion 2: "The best presentations are simple; complexity is the enemy, usually." Some will tell you nuance matters. It does. But simplify first.

Evaluation templates included
- Pre/post learner confidence scale (1 to 10).
- Manager observation checklist (5 items).
- Roleplay rubric (detailed scoring).
- Post course ROI tracker: fields for meetings, proposals, wins, average deal size.

Implementation plan for roll out across an Organisation (6 to 8 weeks)
- Week 1: stakeholder brief, training dates, manager alignment.
- Week 2: participant enrolment, pre work distribution.
- Week 3: face to face delivery.
- Weeks 4 to 6: virtual clinics and manager observation.
- Week 8: impact review and next steps.

Common pitfalls we fix (and fast)
- Pitfall: too many slides. Fix: rule of 6s and one big idea per slide.
- Pitfall: no call to action. Fix: every pitch ends with a clear next step and timeline.
- Pitfall: misaligned evidence. Fix: require one relevant case study or metric per core claim.

Quality assurance and trainer calibration
- Trainer observation of two workshops per quarter.
- Standardised facilitator guide and annotated slide pack.
- Participant satisfaction target: average ≥8/10.

What success looks like (practical KPIs)
- 80% of participants meet rubric competency within 6 weeks.
- Increase in meeting to proposal conversion of at least 10% in 3 months.
- Manager reported improvement in client engagement during pitches.

Appendices (what's included for client handover)
- Facilitator guide with timings and coaching prompts.
- Participant workbook and slide templates.
- Roleplay scripts and scoring sheets.
- Manager checklist and debrief template.

Final note, a candid perspective
We've delivered versions of this programme in Sydney boardrooms and in regional Brisbane training rooms. The punchline is always the same: people think better slides will save them. They don't. Practice and purposeful design do. Do the hard work. Rehearse. Force feedback. Then sell.

Sources & Notes
- LinkedIn Learning. Workplace Learning Report 2023. Statistic cited: "94% of employees would stay at a Company longer if it invested in their learning and development." LinkedIn Learning, 2023 Workplace Learning Report.
- Australian HR Institute (AHRI). L&D Trends Survey 2022. Context used: rising L&D investment and skills gap commentary relevant to Australian organisations. Australian HR Institute, 2022 Learning and Development Survey Report.

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