Once a quarter, I visit one of my favorite clients. I work the entire day with their leadership team, devising magnificent ways to sell more of their technology and services. The owner, Joe, and I end these days at his house, where he opens a bottle of incredible wine that we drink in his backyard, looking over the water. We've been doing this for years, and every quarter, my brain goes wild with stimulation from the wine.

This wouldn't have happened 20 years ago. Although I've never been a big drinker, I used to socialize many days of the week. And I would always buy good stuff. So, while I would've enjoyed having a glass of fabulous wine back then, it wouldn't have been a dopamine party like it is today.

Today, I hardly ever drink wine, so when I do – especially the really good stuff – it's a memorable event that makes a lasting impact.

It's the same with your customers and sales presentations today. Most salespeople were good at delivering sales presentations 20 years ago. If you delivered a great one, customers would be impressed, but minimal dopamine would be flowing.

Today, most salespeople rarely deliver presentations, and the ones who do aren't very good at it. If you deliver an amazing sales presentation, your customers will be having dopamine fits like I do after tasting Joe's wine. They'll remember why you're perfectly fit for their situation, and they'll want to work with you. Why? Because they rarely see presentations today and they never see great ones.

So, how can you be great? Here are six ways to create unforgettable sales presentations:

1. Prepare like your customer.

Customers do their own research and understand more about your product than ever. Use the same tactics to know what they're thinking. Use AI to ask about your technology in their environment to understand their unspoken objections, potential questions, and assumed solutions. Do this exercise for all the roles that will be in attendance.

2. Speak to each role.

Today, customers need to believe the salesperson knows their department and personal issues as well as they know their own technology. If security, IT, and finance are all in the room, prepare stories and questions for all three.

3. Open with "What We've Heard."

Bring bullet points to the audience that address challenges from all three departments. With transcription tools available today, there is every reason to capture every detail mentioned in discovery meetings. After each bullet point, ask the appropriate people to correct whatever you missed. This will evolve into a valuable discussion before your presentation starts.

4. Mention objections before they do.

If you bring up the objections for discussion, it's a conversation. If they bring it up for you to overcome, it's a sales confrontation.

5. End with a defined action item.

Don't end with a slide that says "Any questions?" or "Thank you!" Define action items instead and leave room to add some.

6. Practice live in front of peers.

An old-school idea in a modern world that almost nobody does anymore. If you can perform in front of your peers, the customer will seem like a vacation.