Episode #119: Technical Salespeople Must Be Good Presenters Too

Why do highly technical experts struggle to influence non-technical decision makers?

Technical expertise used to be enough. Engineers spoke primarily to other engineers, and buying decisions were made inside a “shared technical heaven.” Today, procurement teams are broader, and many key decision makers are “civilians” — smart business stakeholders who aren’t technical in the traditional sense. That shift means technical professionals must translate complex ideas into clear business value.

Mini-summary: Modern buying teams include non-technical leaders, so technical professionals need executive-level communication that makes complexity understandable and compelling.

When a presentation is built purely around specifications, dense numbers, and internal language, audiences disengage — especially when they don’t share the same technical context. Even brilliant content becomes invisible if it isn’t structured for human understanding. In the age of disruption and distraction, your delivery is as important as your knowledge.

Mini-summary: Specs alone don’t persuade broad audiences; delivery and clarity are now part of the professional standard.

A real example shows how damaging basic slide errors can be:

• Slides overloaded with text

• Font so small that people can’t read it

• Huge unused white space

• Visuals (graphs, labels) that are illegible
  When slides are hard to read, presenters end up reading them aloud — turning a talk into a slow, exhausting document review.

Mini-summary: If slides are dense and unreadable, audiences stop listening and the presenter loses credibility fast.

Numbers need meaning. Without stories, data is dry and forgettable — especially for mixed audiences. Simple examples drawn from real business experience bring relevance to life:

• What similar numbers meant in past projects

• What risks or opportunities they signal now

• What leaders should expect next
  Stories create memory hooks, so audiences retain your message long after the charts are gone.

Mini-summary: Wrap data in stories to provide context, relevance, and long-term recall.

Scanning the room is not the same as connecting. Many technical presenters “look toward” the audience without actually looking at anyone. Real eye contact — about six seconds per person — personalizes your message and builds trust. It also helps you read reactions and adjust your delivery in real time.

Mini-summary: Direct eye contact builds connection, trust, and engagement — all essential for influencing decision makers.

A soft, even, near-monotone voice drains energy from the room. Effective presenters use:

• Emphasis on key words

• Contrast (strong vs. soft delivery)

• Pace changes (speeding up or slowing down)
  These tools highlight meaning, keep attention, and signal what matters most.

Mini-summary: Voice modulation is a practical tool to guide attention and make technical arguments persuasive.

We’re now in an age of distraction. Phones pull attention away instantly. If your delivery is boring, people mentally leave — even if they stay in their seats. The best technical expertise in the world is wasted if the audience is no longer listening.

Mini-summary: Attention is harder to earn than ever, so engaging delivery is no longer optional.

Technical experts in Japan — across 日本企業 (Japanese companies) and 外資系企業 (multinational companies) — are increasingly expected to present to cross-functional leadership teams. That means mastering:

• Slide clarity and professional structure

• Audience-centered messaging

• Storytelling that makes business meaning obvious

• Eye contact and confidence

• Voice control and pacing

• Rehearsal as a non-negotiable discipline

In 東京 (Tokyo) boardrooms, the ability to communicate technical value clearly often decides funding, partnerships, and strategic commitment.

Mini-summary: In Japan’s modern business environment, technical influence depends on clear slides, stories, delivery skills, and rehearsal.

• Technical knowledge alone no longer persuades broad decision-making teams.

• Slide design, storytelling, eye contact, and vocal variety are core professional skills.

• In the distraction era, boring delivery guarantees lost attention.

• Rehearsal turns expertise into real influence and credibility.

Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI. Our Tokyo office, established in 1963, has been empowering both Japanese and multinational corporate clients ever since.