Engagement Over Monologue
Many salespeople treat the sales presentation like a race—they rush to get to the moment they’ve been waiting to show off their product or service. This is natural, as sellers are often trained extensively on the features of what they’re selling. They are in their comfort zone when presenting because they feel in control, unlike the discovery phase, which can feel more uncertain—like a trapeze artist working without a net.
However, the best sales presentations don’t happen when sellers are in full control. They happen when the presentation is interactive. Neuroscience tells us that prospects can only pay full attention for 2.5 to 3 minutes before their focus drifts. This phenomenon is known as the Hammock Effect. When a presentation begins, sellers typically have 70% of the prospect’s attention, but attention can drop as low as 20% as they continue to talk uninterrupted.
The solution? Build interaction into your presentation. Every 2-3 minutes, stop and ask, “Let me pause there—what are your thoughts?” This simple overhead-directed question re-engages the prospect, bringing their attention back up to 100%. When the seller resumes the presentation, they once again have around 70% of the prospect’s attention, creating a rhythm of engagement and allowing the presentation to remain dynamic.
Remember, a presentation isn’t just about conveying information—it’s about maintaining a conversation that keeps the prospect actively involved. The more the prospect participates, the more attention they will pay, and the more effective your message will be.
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