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The template I use to remind me how a good sales presentation, and speech, are structured for technical sales.
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1 OF 3: STORY
A customer-facing deck tells the customer a story about themselves
It starts with knowing their reality today, the ‘what is’
Then it moves to showing them what they could have, the ‘what could be’
It goes back and forth between these 2 things, the ‘what is’ and the ‘what could be’
Moving back and forth builds tension, keeps them awake, and leaves them feeling informed and satisfied, not over-informed and bored.
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2 OF 3: GETTING READY
List the audience’s business problem(s) (1,2,3…)
List how we relieve these problems (A,B,C…)
Pick something about our product, or our company, that will be something they will remember next week, a WOW thing
Describe what the happy future looks like
Write down what your call to action will be
Decide right now, what you want the customer to say “Yes” to A next meeting An agreement to study Yelling out “Take My Money. Now!”
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3 OF 3: MAP OUT YOUR DECK…
Boilerplate mandatory intro slides
1-2 slides listing the business problem(s) (the ‘what is’)
1 slide about a future ‘what could be’
Show business problem 1
Show ‘what could be’ if you owned our product with features A, B, etc.
Show business problem 2
Show ‘what could be’ if you owned our product feature A, B, etc.
Insert a wow element in there somewhere
Show full blown happy future
Call to action
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LET’S GO!
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6
BOILERPLATE INTRO SLIDE
7
1 TO 2 SLIDES ABOUT BUSINESS PROBLEMS
LIST ALL THE KEY BUSINESS PROBLEMS HERE
MORE BUSINESS PROBLEMS…
Ask if you missed any, and make a note to discuss them before the meeting ends, still using the ‘what is’ vs ‘what could be’ format
What it is Why it sucks / why it hurts
BUSINESS PROBLEM 1Use nicer language!
The shades of why it is good
What it actually is/does
OUR PAIN RELIEF, OUR ‘WHAT COULD BE’ #1
A WOW ELEMENT
Dream something up, Big Boy
This can go anywhere, but about 1/3 of the way through the deck is a good, solid place to put this
What it is Why it sucks / why it hurts
BUSINESS PROBLEM 2Again, the language…
The shades of why it is good
What it actually is/does
OUR PAIN RELIEF, OUR ‘WHAT COULD BE’ #2
What it is Why it sucks / why it hurts
BUSINESS PROBLEM 3
The shades of why it is good
What it actually is/does
OUR PAIN RELIEF, OUR ‘WHAT COULD BE’ #3
SUMMARY OF THE HAPPY FUTURE
Imagery works well here, by the way…
YOUR CALL TO ACTION
Because what’s the point of showing up, if you don’t know what you want them to say “yes” to (a sale, a meeting with their manager, a trial, and PoC, something) ?
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THE ‘LINGER’ SLIDE. INSTEAD OF JUST A FINAL Q&A SLIDE, PUT AN IMAGE HERE THAT THE AUDIENCE CAN LINGER ON WHILE QUESTIONS ARE ASKED. NOT A COMPLEX GRAPHIC BUT SOMETHING SIMPLE WITH STRONG COLORS.
