If you’re looking for top 10 easy tips to make a billion-dollar sales presentation by this time tomorrow, you’re not in the right place.
This is very different from the same ol’ lame fluff.
In this long-form, expert-written infographic and guide, I will show you how to craft, structure and deliver amazing sales presentations that wow your audience, enchant your prospects and bring you more sales, step-by-step.
Here’s what you’ll learn in this Ultimate Guide to Sales Presentations:
Let’s jump right in…
Part. 1. The #1 Thing You Must Remember
This is the best sales advice you’ll hear today.
If you’re serious about making effective sales presentations (AKA persuasive demonstrations to prospective buyers in order to make a sale), then please, please, please, tattoo this sentence on your forehead:
Nobody cares about you.
Your prospects don’t care about you.
They care about themselves. They care about what you can do for them. They care about how you will solve their problems.
So here’s your takeaway:
The key to making persuasive sales presentations is to demonstrate that your offering, either a product or a service, will help your prospects get more of what they want.
(I’ll have powerful techniques showing you how to do exactly that later in this post…)
Part. 2. The Anatomy of A Perfect Sales Presentation
How to Design Impactful Presentations When You Have No Time (And No Design Talent)
Part 3. In-Depth Strategies and Formulas.
Welcome to Part. 3 where I’ll break down in small chunks the 7 components of successful sales decks.
This part includes concrete steps, practical strategies, techniques, scripts and examples to help you prepare and structure your sales decks for maximum impact.
Quick jump to sections:
1. Use These 2 Easy Steps to Design a Solid Cover Slide
Look, I’d like you to think of your presentation cover slide as the packaging of a product. And I’d like you to do that for one main reason.
If you had to print that sales deck, your cover slide would be the #1 thing people get to see. Like a package.
Now, here’s some researched-backed information that’ll help you understand why cover slides, as product packages, are important.
Studies suggested that the packaging design elements have an influence on choosing, getting attracted, like, purchase the product and considering packaging as a brand promotion vehicle.
If your presentation package sucks… well, you’re sending the wrong message to your audience. Clearly, it’s not good for your brand and it’s not good for your sales.
Bottom line: Great cover slides make it crystal clear what it’s all about. It’s a no brainer.
Here are three solid sales deck cover slides examples:
1) Pick your background visual
To pick the perfect picture, answer this 2-step question:
What product/service do my company offer? -> What tangible element can I associate my offering to?
SEO services -> computer (or web traffic, web page, macbook)
Furniture design -> sofa (or armchair, cabinet, chair, home design)
Management consulting -> office building (or business people, meeting, investors)
Now, head over to Pexels or another awesome free stock photo website. Select a few pictures that closely relate to the identified keyword. If you can’t chose between your options, ask 2-3 colleagues which one they prefer, and go for the most popular option. Done.
2) Integrate your headline
You want to make it crystal clear for your prospect what your sales deck is all about. There is not one right way to write that headline, but to simplify the process for you, I recommend using the following structure:
[ Helping + Specific Target Audience + Outcome ]
Helping Plastic Surgeons Get More Patients With SEO.
Helping F&B Businesses Getting More Customers With Social Media.
Amazing Events People Will Remember !
Real-world business taglines:
Video solutions for every type of business. Wista.
Get, keep and grow more customers. Kissmetrics.
2. Apply The “VP Formula” To Craft The Perfect Value Proposition
So… what is your company doing?
A value proposition defines the kind of value you will create for your customers (source). It’s basically the primary reason a prospect should buy from you.
In a nutshell, your value proposition is a clear statement that
“Explains how your product solves customers’ problems or improves their situation
Delivers specific benefits (quantified value),
Tells the ideal customer why they should buy from you and not from the competition (unique differentiation)”.
On web pages, here’s how solid value propositions look like :
Now, pitch decks please:
1) Identify who your business is targeting (check out # 2 tip of that article to learn how to do just that) and then list the exact benefits and results your products/services provide to customers (Check out # 5 tip of this post)
2) Put everything together using the VP formula:
[Product type] helps [target customers] to [result] [Company] helps [target customers] with [service] so you can [result] [Result they want] + [objections] + [timeframe]
Get six pack abs in 3 months, even if you’ve never worked out before.
Flood your inbox with job offers, even if you have zero network.
Build landing pages fast, get more conversions. Unbounce.
3) Include a slide that clearly states your value proposition
3. Use These Proven Techniques To Structure Your Presentation
Stories create “sticky” memories by attaching emotions to things that happen.
Effective stories capture and hold our attention. They also help us learn and connect us with strangers.
To craft a good story, for talking about your company or your products, you need three basic elements:
Conflict. Conflict is basically our expectation vs. the cold reality. The conflict is here to let your audience know why they should care about the characters in your story. In the case of a sales presentation, characters could be clients you’ve worked with, and the conflict could be between what your clients couldn’t do before using your product… and what they can do now.
Climax. In order to present a good narrative, you should develop the problem and the characters who are bound up in it. What are your target customers struggling with? You must understand their exact hopes and pains.
Resolution. The character solves the main problem/conflict or someone (aka you, the company) solves it for him or her.
Technique #1: Use These Frames To Sell Stories
Problem: current situation faced by your audience. Do you suffer from/Sick of being…
Relief: how it can change. It doesn’t have to be that way/there’s a solution…
Dream: your solution. Imagine if you could…how your life would be if you could…
Protagonist: climate change / tiny farmers providing food to restaurants
Conflict: how climate change affects the growing season”
Resolution: policies that should be in place + how people in other areas are mitigating the effects of climate change on local resources. Source.
If you take a close look at Airbnb’s first pitch deck , there’s clearly a conflict between what the market is offering (standard hotels that leave you disconnected from the local culture) and what people are willing to do (book a room through a local host, become one, find cheaper, authentic accommodations).
The “cold reality” (what the market was offering BEFORE Airbnb came in):
The “expectations” (what happens AFTER Airbnb arrives in the market):
Technique #2: Apply the IBC framework
Introduction: what is it all about and why should your audience care
Body: it distills your message and supportive points
Conclusion: focus on the outcomes of the presentation, include a specific call-to-action
Let’s give the example of a deck pitching SaaS project management services:
Introduction: the problem behind getting all teams on the same page today
Body: how ABC company project management solutions will help you solve that problem
Conclusion: different options on the market, why our works best, how can we start working together
Technique #3: Use the Liking Principle
According to psychology professor Robert Cialdini, we prefer to say yes to those we know and like.
It’s the liking principle:
We like those who are similar to us, give us complements, and cooperate with us toward common goals. So how do you apply that when it comes to talking about YOU….
Well, you need to get personal.
You need to get your customers feel connected.
Appear vulnerable. Emphasize the qualities, and defaults of your team members. Talk about their hobbies (yes), appear human.
Health, Chip and Dan. 2010. Made to Stick. A great book that teaches you how to better communicate ideas, on the basic of the S.U.C.C.E.S. framework: in order to make an idea sticky, it has to be simple, unexpected, concrete, credible, emotional, and tell a story.
Freytag’s pyramid. German novelist saw common patterns in the plots of stories and novels and developed a diagram to analyze them. See this quick example of Freytag’s principles applied to the movie TAKEN.
Joe Gebbia – Airbnb Story (Video)
University of Berkeley. Robert Cialdini’s Principles of Persuasion.
You’re going to list down what makes your company and team members special (and worth to work with).
How do I like to present my company to people who don’t know us?
What do our paying customers love about us? (service, team, process, turnaround, product…and why exactly?)
Why do you want to help your target customers?
How did you get involved in this industry/project?
How did you come up with your product/service?
What problem are you trying to solve?
What questions do customers get to ask you all the time?
Why are you passionate about your work?
4. Here’s How to PinPoint Your Prospect’s Pains, Challenges & Dreams
Don’t kick off your pitch talking about anything that’s related to yourself. Instead, start with giving context.
Technique #1: Show Them What They Can be
Your products and services are nothing more than a tool that enables your prospects to achieve their dreams. Your goal here is to HELP them visualize what it would feel like if he could fulfill all his dreams.
Name a trend that’s going on in your prospect’s industry. To quote Andy Raskin…
“When you highlight a shift in the world, you get prospects to open up about how that shift affects them, how it scares them, and where they see opportunities. Most importantly, you grab their attention”.
Here are three real-world examples:
Technique #2: Hit Them Where it Hurts, Highlight The Problem
95% of our purchase decision making takes place in the subconscious mind. If you want to have emotional resonance with your prospect, you must show him you understand with pains and problems.
If you recall Airbnb’s first pitch deck example, you understand that the start up had deeply identified the pain points of its market before offering solutions that made sense.
To identify the pain points of your clients, answer the following questions:
What are their pain points? What do they struggle with? (i.e. flat sales, low online visibility, etc).
What are your customer’s top 3 priorities and how do they measure success? (i.e. increase sales by x%…)
How does the “Promised land” looks like for them?
To find out trends or key figures related to your prospect’s industry, use these search strings on Google:
“Industry” + report + inurl:[name of a famous consulting company] (Bain, BCG, McKinsey)
Example: “Retail industry” + report + inurl:accenture
5. Tie Your Offer To Specific Benefits They’re Looking For
Now, you’re going to demonstrate how your solution will help the prospect get rid of his problems and fulfill his dreams. Your single focus will be to give out information that benefits to them.
You see, customers buy because they want benefits (and the results that come with them). They don’t give a crap about your features unless it helps them understand how it gets them results they care about.
I’ll give you a few examples:
Features = Things (that Porsche 911 GT2 RS)
Benefits = Results that come from doing these things (get girls)
Features = A 20-slide persuasive sales presentation
Benefits = Impress prospects,get your message across, close more sales
Features = a detailed web analytics audit and health checkup
Benefits = we help you identify where your website is leaking money, create optimized treatments and run optimization tests in order to help you increase your revenue.
Here’s how you should approach this when crafting your presentation:
[Company] helps you with [product name, feature, deliverable] so you can [benefit].
See how Facebook is tying a product’s feature with core benefits their clients care about:
Feature: target reach
Benefit: reach all the people who matter to you
1) List out the specific features of your product or service (what it does)
A 20-slide persuasive deck
A 16-week one-on-one coaching program
A 3-month SEO package
2) Write down the concrete, tangible benefits your target customers will get from using this product or service. For instance, you could help them…
Look sexier –> fashion, muscle building
Become richer –>wealth consultants
More popular –> weight loss programs
Be the first –> SEO services
Make their life comfortable –> interior design
Have more freedom –> project software
Save money –> insurance company
3) Connect 1 + 2 using linking words (so you can / will help you / that will give you)
1) Features. Do-it-at-home bodyweight exercises
2) Benefits. Build muscle to speed up weight loss without spending money on a gym
3) Linking it. We provide you 12 step-by-step videos that will show you do-it-at-home bodyweight exercises [ so you can ] build muscle without spending money on an expensive gym membership.
6. Here’s How To Make Them Believe You…
Of course, every sales rep under the sun says their company offers amazing products.
But for most prospects, you’re just another sleazy sales dude trying to push products or services that won’t provide any value to them.
Your goal as a presenter is to help them overcome their objections: your sales deck must demonstrate that you are able to get your customers the results you claim.
Wanna know one of the best way to do it?
Educate your customers, don’t sell them.
Here are four ways to do it:
Incorporate Expert, Research-Backed Data
Here are pieces of evidence (aka facts, not opinions) you can include in your sales deck:
Expert quotes: what your industry key influencers have to say about <your industry>, <trends>, <products>, <you>.
Research data: check out .edu websites, magazines and research journals that release data, insights angled toward the market you are serving. Use the following search strings on Google: site: .edu + <keyword> or intitle: research journal + <keyword>.
Competitor analysis: in which specific aspect of your business are you better than your competition?
Process, service, quality, price, support, results? Find data that makes your product/service better than your competitor. You could make a table listing yours vs. your competitor’s key features and benefits in order to show how you are better than them.
Show Case Studies (Before & After)
Case studies are a unique angle you can use to educate your prospects and show them what they can be, thanks to your product/service.
Look, case studies are everywhere:
Here, another example extracted from the deck Facebook For Business: Video On Facebook
Check out Facebook’s note below:
Wanted to boost brand loyalty and drive viewership of its Ramadan Holiday video
Launched a combined TV and FB campaign
4 videos showcasing banks reverence of traditional Saudi values
Two Reach Blocks guaranteed that the ads reached the entire Saudi Facebook audience that logged in that day.
Strong uplift in brand awareness generated by Facebook campaign as found through Bank Albilad’s own internal study.
“Facebook increased our brand loyalty given the valued interaction between our audience and us. This platform, Facebook, was one of the main channels for such a campaign and it will remain a crucial platform for future campaigns.”
Mohammed R. Abaalkheil, Head of Marcom Division, Bank Albilad”.
Specifically Address Their Objections
There are 5 major categories of objections: need / price / product / source / time.
And your job is to address the typical fears that are driving it. To do that, you have to provide concrete answers these questions:
He doesn’t get me
It worked for others but won’t work for me
How can I be a 100% sure this works
I don’t like/trust/believe him
I can find the same thing for free/cheaper elsewhere
I can buy later
It’s too expensive
What happens after I accept their offer
Ask For Customer Testimonials (The Right Way)
According to Nielsen, testimonials & word of mouth are the driving force behind 20 to 50% of all purchasing decisions.
To get awesome customer testimonials, you need to ask the right questions. Here’s a solid set of questions you should ask every client (Thanks Marian):
What hesitations did you have about working with me?
What changes have you noticed since working with me?
What specific feature did you like the best about working together?
How have you benefited from hiring our company?
Would you recommend my company o a colleague or a friend? If so, why?
Bottom line: educate your customers, don’t sell them.
Get them to say “Wow! I didn’t know that”. Incorporable rock-solid customer testimonials, research-backed data in order to teach them something they may not have known. That’ll get them to believe it for themselves, and create trust.
7. Integrate a Strong Call-to-Action
A call to action is a simple command that directs customers to take some sort of action (buy, sign up, or start a free trial).
Here are a few examples:
4. Q&A. Your Most Frequent Questions, Answered.
Here are the most common questions business people ask themselves when it comes to making better sales presentations.
What Are the Objectives of a Sales Presentation?
Let me flip that question…
What is your (realistic) goal for this sales presentation?
You can either be looking to inform, educate or persuade your prospects and clients. And the answer will depend on the level of relationship you’ve established with them (If it’s the first time you meet, “closing the sale” might not be the appropriate answer).
Here are a few examples of objectives you could come up with (the more specific, the better):
I’m doing this sales presentation to…
Understand X, Y and Z aspects of the prospect’s business in order to draft a proposal that’s relevant to his expectations.
Introduce a new growth opportunity we’ve identified for [company] and get their feedback on it.
Build a relationship with a new prospect (so two years from now he wants to purchase from us).
How Should I Prepare My Pitch Presentation?
There’s nothing more frustrating for a potential customer than having a meeting with a sleazy dude who has no clue about who he’s dealing with.
Customers want to know whether you can help them get more of what they want.
Do research on those 4 aspects:
1) Know What You are Selling
What does your company sell exactly?
2) Know Your Competition
Who are your top 3 competitors?
3) Know the Customer
Who are your target customers, specifically?
4) Know the Market
What is the size and growth of your market? (growing, steady, declining?)