5 Steps to Mastering a Winning Business Presentation

This is how you win over new clients, partners, and investors

(Image: Award-winning speaker Jonathan Sprinkles speaks at ES)


Although creating and developing a great product or service is critical to launching and sustaining a successful business, it’s also imperative that entrepreneurs have the ability to attract customers, new clients, and investors. This is why it is important for entrepreneurs to learn how to present their business to others in a clear, cohesive manner and master the art of the pitch. In doing so, they can drive sales, negotiate successful deals, build beneficial partnerships, and maintain an edge over the competition. The caveat, however, is that mastering an effective business presentation is easier said than done.

To help business owners develop and strengthen their business pitch skills, on Wednesday, Black Enterprise kicked off the Entrepreneurs Summit with a workshop titled “Networking Session: Mastering Business Presentations.” During the session, best-selling author, entrepreneur, and marketing guru Jonathan Sprinkles shared his business presentation best practices, to equip entrepreneurs with the tips and tools needed to masterfully execute quality pitches of their own. He also offered stellar advice that can help increase the profitability of one’s business.

Here are a few takeaways from this informative workshop with Jonathan Sprinkles:


1. “They Won’t Hear You Until They Know You”


When you are giving a business presentation, you’re not just selling a product or service. You’re also trying to persuade the other party to invest time, money, and resources into you as a person.

To do this effectively, Sprinkles claims that you can build trust with the other party by not only discussing what it is that you do, but also articulating why you are doing it.



“People don’t care about how much you know, until they know why [it is that] you care,” Sprinkles says. So, during your business pitch, it is important to be especially mindful when talking about your business’ purpose and why you do what you do.


2. Your Uniqueness Brings Value


Everyone has a special gift, talent, or strength that sets them apart from others. However, the ability to effectively speak to the extent of your personal uniqueness can also bring more value to your brand by helping it stand out from the crowd of competitors.


3. “Tension Makes People Pay Attention”


Every successful business presentation will clearly communicate the answers to two imperative questions:

  1. What’s at stake with your business?
  2. What’s in it for who you are pitching to?

Sprinkles spoke about leveraging the concept of “opportunity cost” when giving a business presentation, which is the price that one will have to pay for your product or service, should they refrain from taking action now. He also mentioned that business pitches should create a sense of “F.O.M.O”—or fear of missing out—in those who are being presented to.

All of this will ultimately increase your presentation’s potential for resonating with your audience on an emotional level. This is important because people are more inclined to remember how you made them feel, before recalling what you actually said. So, to make your pitch memorable, your content’s delivery should aim to intentionally trigger certain emotions in your audience.


4. The J-Curve


Referred to as the “J Curve,” Sprinkles shared a three-step strategy for structuring a presentation’s delivery, so that it’s effective enough to ultimately close the deal. According to Sprinkles, the progression of your business pitch should:

  1. Make the audience sick:  People don’t buy where there is no need. That is why you must open their eyes to their weaknesses and vulnerabilities.
  2. Make the audience very sick: Prove that their life will become even worse, if they don’t buy into what you’re selling.
  3. Make the audience feel better: Close the deal by showing them how your product or service will help them.


5. Don’t Tell Them What You Do; Tell Them What You Just Did


Lastly, Sprinkles stressed the significance of also highlighting your recent accomplishments or major achievements during your business presentation. This can help spark more interest in your business, and incite further curiosity about who you are and what it is that you do among those you are presenting to.


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  • Philisha Mack

    Great Article.

  • Shirley Sprinkles

    WONDERFUL article! GREAT ADVICE! Wish I’d read this years ago!

  • Gail Stolzenburg

    Jonathan Sprinkles is known for his presentation uniqueness and his ability to zero in on what interests the audience. Congratulations to Jonathan for another great example of sharing his knowledge. Looking forward to Presentation Power on July 18 – 20.

  • Donita Banks

    This is the recipe of success that Jonathan shares across the world…literally across the world. Whether catching him live on periscope, Facebook Live or YouTube videos, his message is consistent and tight. Undoubtedly a tried and true method to sell oneself…he contibues grow his audience and “fan” base.

  • Lee Howard

    Great stuff! I’ve always known Sprinkles to share the truth and “gospel” of knowing how to connect to your audience. This is EXACTLY what should be taught in every organization. Bravo!

  • Sylvia R. Epps

    Excellent, practical, and easy to implement strategies! I read this article while on break during a business trip and so much of this came in handy THAT day. I had an impromptu meeting with a potential client that does everything that my small business does, but at a much larger scale. So I focused on what made us unique, highlighted recent successes, and touted other partnerships similar to what I want to develop with them. The energy in that meeting was so amazing that we set up additional meetings already. These are the kind of tips that will set you apart from others! Thank you Jonathan!

  • Eboney Dixon

    Amazing information! Jonathan always provides a sensible, easy to understand approach to taking your business to the next level. He truly walks out each principle he has here and it’s evident just by this article. He cares enough to share such greatness with all of us! His integrity and drive to help others be better shines bright! Thank you Jonathan!

  • Tia Terry

    This article was loaded with valuable information. I found myself not only finding ways I can implement these strategies in my own business, but also sharing with my college-aged young adult. It’s important we have these conversations early as they drive towards their passion and purpose.
    Thank you Jonathan for sharing the wealth of knowledge and taking us along for the ride!!

  • Ray J Pope

    This is absolutely amazing! Great information Jonathan!

  • Xavier Samuels

    Learn from the master, Jonathan Sprinkles

  • LaLa Luna

    Great article! I’ve been lucky enough to attend one of Jonathan’s workshops in the past, he always has concrete, specific, and actionable advice to share (and is so dynamic and energetic in person!)

  • Balyn Bates

    They say “pain is beauty” but what is more beautiful is when you can “walk” someone through that process and show them how they can turn their pain into a beautiful outcome! I like this article!

  • Victoria Peters

    Excellent! Doable & Practical! I like! Fit2Empower

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  • Tiffany Williams

    I’ve attended Jonathan’s workshops several times. Every time I go I learn something new and valuable. This article gives a piece of how helpful and pragmatic his advice is. Well done!