I have always said that sales are made through a process that is driven by emotion, but backed by logic. We can look at this through the classic story of "The Wizard of Oz".
In the story, we first meet the Scarecrow. He wants a brain and, of course, represents logic. If the product makes no sense for your client, the presentation is over before it has begun. Next we meet the Tin Man. He needs a heart. This is our opportunity to connect with the clients' emotions. Finally, we meet the lion, who wants courage. If the client doesn't have the courage to move forward, there is no sale.
How can you incorporate this analogy into your presentation? I suggest it should happen in your intent statement:
"Folks, at the end of this presentation, I am going to ask you to purchase my product. It really comes down to a simple yes or no. If this product makes sense to you and moves your heart, I promise that the only thing that will prevent you from purchasing...is the courage to move forward."
Remember the Scarecrow, the Tin Man, and especially the Lion...and find your courage!
To learn more about the ideas in this post, try the movie below.