Key success metric of salespeople is being able to shift between credibility of the product without agonizing over the details.
Using a Powerpoint to support your conversations is the best tool.
A sales deck should include answers to the following?
- What is the problem you’re solving?
- Who has it?
- What are the associated costs of the problem?
- What are the existing solutions and their shortfalls?
- What has changed to enable a new solution?
- How does it work?
- What is the qualitative/quantitative proof that yours is a superior solution?
- How much does it cost?
- Additional “sub-chapter” slides can be included on aspects of your value prop as noted by the questions above.
- Think of these are 1a, 1b, 1c, etc. slides.
- Focus on the MVP deck first and add additional flair later.
- Have one master slide deck and create other versions depending on your audience.
Pointers for Sections of the Sales Narrative
- Problem and Who Has It
- Start here so you can tell if your audience actually has the problem; include data to validate the problem
- Cost of the Problem
- Use data to show how much the problem is costing the company; rely on metrics to help prove your point
- Existing Solutions and Their Challenges
- Bit of a tightrope; use this section to level set audience with market leaders / standards if they exist and how your solution overcomes gaps
- What’s Changed
- This can help assess the audiences understanding and allow you to explain what has changed in the market and how it impacts your audience
- How Your Solution Works
- Use a visualization to explain your product simply; can show your product on its own or how it works in comparison to market standards
- Quantitative / Qualitative Proof of a Better Solution
- Use metrics and numbers to explain why you and why now; can also use customer reviews and company awards and press as evidence of product superiority
- Include base price and variations as relevant
- Use for information that isn’t core but important to some customers
- (i.e., integrations with other programs, competitor analysis);
- Rule of thumb is to add an appendix slide the second time a question is asked
Create a deck for presenting and then follow up with a standalone deck. These are typically different in content.