If you're like most people, you may not appreciate when being sold to when you have just set foot in a store. Still, admit it, you like to buy!
No doubt I surprised you a little with this title that urges you to stop selling during a sales presentation. It was intended, of course, and I wanted to draw your attention to this irony.
When you make a presentation to an audience to convince them and or sell them something, your audience members may resist you. However, if the idea of adopting what you propose is theirs, they will be all the more convinced. So, stop selling. Instead, help your listeners make a more informed choice and buy in to your proposal.
Talk about your successes, of course, and if these have any relevance to their needs, show them how you have helped other companies facing similar challenges with your solutions and ideas. Customize your solutions to your audience. What they buy are results and not claims, statistics nor awards.