The Most Important Question You’re Not Asking in Your Sales Presentation

There’s no shortage of advice on how to give an effective sales presentation. You have spent time researching, contacting and qualifying your prospect, built a sleek sales deck, and prepped for potential objections. But have you ever started your presentation by asking the simple question:

“What are you hoping to learn today?”

This question may seem basic, but its impact is profound. Too often, we focus on delivering the message we think our prospect needs to hear, when in reality, their key concerns or interests may differ from what we’ve assumed. Failing to address their immediate pain points early can lead to a missed opportunity for genuine engagement and a longer, less effective meeting.

The Missed Opportunity

Picture this: you kick off the meeting, introduce yourself and your team, maybe crack a quick joke to lighten the mood or discuss the weather. You then launch into your well-prepared sales deck, going slide by slide through your company overview, service offerings, and past success stories.

Twenty minutes later, you ask, “Any questions so far?”

Your prospect responds: “Actually, I really only wanted to hear about XYZ. Can you go back to slide 10?”

Uh oh. At this point, you’ve spent the bulk of your meeting on things they probably don't care about. Not only have you wasted valuable time, but you've also lost the opportunity to focus on the specific pain points that matter most to your prospect. This can make the difference between closing a deal and losing momentum.

Why Asking “What Are You Hoping to Learn Today?” Matters

When you open a meeting by asking what your prospect is most interested in learning, you achieve three things right off the bat: 

1. You signal respect for their time. By focusing on what matters to them, you're showing that you're there to solve their problem—not just to sell your product.
2. You tailor the conversation immediately. This one question helps you avoid guessing what the prospect cares about and instead zeroes in on their actual priorities.
3. You create a dialogue, not a monologue. Sales presentations are most effective when they're interactive. Starting with a question invites the prospect to share insights you may not have anticipated, ensuring the presentation becomes a two-way conversation.

The added bonus is that you're able to better position your solution. Once you’ve identified what matters most to your prospect, you can pivot your pitch and frame your product or service as the exact solution to their specific need.

Simple, Yet Transformative

In many ways, sales presentations are like stories. To capture your audience’s attention, you need to make them feel like the hero—focusing on their journey, their challenges, and their desired outcome.

By asking the simple question, “What are you hoping to learn today?” you align your presentation with their immediate needs, ensuring your message lands exactly where it should.

5 Recommendations for Your Next Sales Presentation

• Start with the question. Ask, “What are you hoping to learn today?” at the very beginning. It sets the tone and keeps the focus on your prospect.
• Adjust your agenda based on their response. Once you understand their priorities, don’t hesitate to adapt your presentation in real time. 
• Engage throughout. Check in regularly during the presentation to ensure you’re staying aligned with their needs.
• Listen actively. When they respond, show genuine interest. Their answer might give you insight into pain points you hadn’t identified before.
• Tailor your close. Use their stated goals to tailor your final recommendations and solution offering, reinforcing how your product meets their specific objectives.

Keep the focus on what truly matters, and you'll find that you can foster deeper connections and ensure your presentations hit the mark every time.  With this approach, you'll be equipped to close more deals and consistently meet your sales targets with confidence.

Raise the Bar!