Years ago, the longer your sales presentation or proposal, the more people thought it raised your expertise and better positioned your solution. Well, times have changed, and more is not better.

In today’s time-pressed business world, you can stand out from your competition by reducing the amount of information you include in sales calls, presentations, demonstrations and proposals. Contrary to popular belief, you don’t need to tell people everything about your company, product or solution.

Before meeting with a new prospect—or existing customer, for that matter—ask the following question: What is the most critical information your prospect needs to know? In other words, what must you tell him? As you develop your presentation or sales call, focus your attention on these key points. This ensures that the most important aspects of your solution don’t get lost in your presentation. It also ensures that you make the most of your time by concentrating on what is important.

After you have completed this, you can prepare backup documentation and/or information to discuss if, and only if, time permits and your prospect wants that info.

Resist the temptation to include a lot of information about your company. You may think that your prospect wants to know these details, but all she wants to know is how you can help her solve a problem, reduce costs, increase revenues, etc.

Eliminate the self-serving monologue. Reduce the amount of information you present. And improve your results.

Sign up for The Lead and get a new tip in your inbox every day! More tips: