Building the Greatest Sales Deck Ever
If you’re in sales and you haven’t read Andy Raskin’s post called “The Greatest Sales Deck I’ve Ever Seen”, stop what you are doing right now and go read it. The post will take you less than 10 minutes to read, and it will reshape the way you look at sales and presentations moving forward.
Ok, you are back.
Good. Pretty awesome stuff. Right?
Now let’s talk about building the “Greatest Sales Deck Ever Scene”.
The purpose of your sales deck isn’t just a backdrop while you spew statistics and buzzwords at your potential client. The deck also isn’t just some piece of content that you send as a follow up because you have no clue what else to send and your client said, “hey can you send me some more information?”.
“At what point do prospects tune out?”
….“Usually a few slides in.”
So why do we send pointless material in a slide deck that people might as well throw in the trash?
Let’s look at the sales deck differently. Your deck is the first and last thing that a potential client is going to see before deciding whether to purchase your product or not. So how do we make it great?
Inside of this post we will cover the elements to a great sales deck, followed by the delivery of different content types.
5 Elements to a Brilliant Sales Narrative
Name a Big, Relevant Change in the World
You never start a sales presentation by talking about your products. You begin by getting to know your prospect and build a connection. Your sales deck needs to follow this same pattern. Avoid jumping into product details, company headquarters, pricing, or anything similar.
Show There Will Be Winners, and Losers
To combat loss aversion, you must demonstrate how your company creates winners and big losers. In other words, you have to show both of the following:
1. That adapting to the change you cited before will likely result in a highly positive future for the prospect; and
2. That not doing so will likely result in an unacceptably negative future for the prospect.
Tease the Promise Land
The Promise Land is a future state, not your product. Introduce a new way of doing things that makes them a winner.
Introduce Features as “Magic Gifts” for Overcoming Obstacles to the Promised Land
Your product or service is merely a tool to help your prospect become a greater version of who they are today.
Present Evidence that You Can Make the Story Come True
Nothing screams “I have to have this!” like seeing another companies success. Don’t list customers, tell their story.
Delivering the Greatest Sales Deck
At the end of the day, you are going to have a larger audience than you expect. The average buying team has 5–10 buyers on it. 80% of them will never be available for a conversation for you.
Your sales presentation is your only hope.
Who are the different buyers? CEO, CFO, CIO, VP of Product, Human Resources, Director of Accounting, COO…. The list goes on.
Even if you are selling to the Human Resources department, the CEO, CFO, and VP of Product may have a say in your product as it impacts their day-to-day operations. Are they all interested in the same value? Probably not.
Every buyer has a different buying persona. Your “Story” needs to be told to every buyer, without sending multiple sales decks.
How to accomplish this?
Different content mediums: video, one pagers, PowerPoint deck, etc.
Below are the different buying personas that you need to consider:
Focused on how your product works and the details in which your partnered is structured.
Types of Content: Product Sales Deck, Spreadsheet, Security Sheets.
This person is going to be a tough sale. Features and product details will not sell them. This buyer needs evidence of the promise land.
— Types of Content: Customer Testimonials, Case Studies, Video.
The Busy Body
Most frequently this buyer is a C-level. This person will never have time to view a full PowerPoint deck or read a brochure. Video video video.
— Types of Content: Video, Customer Stories.
This buyer is a problem solver. Present problems in their current process, then provide the solution.
— Types of Content: Everything. They will spend the most time reviewing content.
This buyer may just be an influencer. In most cases, this person met with you during the sales presentations. They need to be aware of what is included in your sales deck and how to sell their team.