If youre looking for top 10 easy tips to make a billion-dollar sales presentation by this time tomorrow, youre 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.
Heres what youll learn in this
Ultimate Guide to Sales Presentations
Part. 1. The 1 thing you must remember
. If theres one thing you must takeaway from this article, its this one.
is the mindset behind selling. Start here, itll only take you 20 seconds to read (Yes, I counted).
Part 2. The anatomy of a perfect sales presentations
. This is the recipe that works today. In this infographic, youll learn the 7 ingredients you need to plan and structure the perfect sales deck.
Interlude. How to design high impact presentations
. (When you have no time, no budget and no special design talent)
. Ill give you proven techniques, action steps, and real world examples you can swipe in your own presentations. Start with the infographic, and then move on to this part.
. How long should a sales deck be? How do I structure/prepare/design/end my presentation? Here are the most common questions business professionals are asking themselves, answered.
This is the best sales advice youll hear today.
If youre 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:
They care about themselves. They care about what you can do for them. They care about how you will solve their problems.
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.
(Ill have powerful techniques showing you how to do exactly that later in this post)
How to Design Impactful Presentations When You Have No Time (And No Design Talent)
Easy-to-edit, designer-made templatesallow non-designers to create slick, professional-looking presentations.
Top performers know that presentations can have a huge impact on their business. Because the truth is, when you start deliver top-tier business materials, youre able to:
Design clean slides that grab and keep peoples attention (adios text-heavy, 90s clipart slides that put everyone to sleep).
Confidently expressing ideas, concepts and messages with visual elements (graphics, charts, icons, and so on). Because, yes, you know that those who use visual aids are43% more persuasivethan those who dont.
Wow your prospects, get them to walk away knowing youre the pros and eliminating other options.
Withpre-built templates, you get your hands on a massive stash of editable resources slides, vector icons, graphics, timelines, maps and so on to finally build those result-getting presentations.
And the good news is, these templates cost as little as the price of a movie ticket.
So if youve looking to build winning presentations but have no time, no special design talent, and no big budget, then check out my two favorite templates below:
Part 3. In-Depth Strategies and Formulas.
Welcome to Part. 3 where Ill 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.
2. Your value proposition [what do you do]
3. A powerful story [who are you and what makes you special]
4. Identify customer problems [do you understand me]
5. Provide them solutions [what do you offer that solves my problems]
7. Call-to-action [What happens next]
1. Use These 2 Easy Steps to Design a Solid Cover Slide
Look, Id like you to think of yourpresentation cover slideas the packaging of a product. And Id 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, heres some researched-backed information thatll help you understand why cover slides, as product packages, are important.
Studiessuggested 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, youre sending the wrong message to your audience. Clearly, its not good for your brand and its not good for your sales.
Bottom line: Great cover slides make it
what its all about. Its a no brainer.
Here are three solid sales deck cover slides examples:
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 toPexelsoranother awesome free stock photo website. Select a few pictures that closely relate to the identified keyword. If you cant chose between your options, ask 2-3 colleagues which one they prefer, and go for the most popular option. Done.
You want to make it crystal clear for your prospect what your sales deck is all about. There is not
right way to write that headline, but to simplify the process for you, I recommend using the following structure:
[ Helping + Specific Target Audience + Outcome ]For instance: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). Its 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, heres how solid value propositions look like :
Identify who your business is targeting
(check out 2 tip of that articleto 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)
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 youve 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 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 youve worked with, and the conflict could be between what your clients couldnt do before using your product and what they can do now.
. 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.
. The character solves the main problem/conflict or someone (aka you, the company) solves it for him or her.
Relief: how it can change. It doesnt have to be that way/theres a solution
Dream: your solution.Imagine if you couldhow your life would be if you couldProtagonist: 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 atAirbnbs first pitch deck, theres 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
: 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-actionLets 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.
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.
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
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.
German novelist saw common patterns in the plots of stories and novels and developed a diagram to analyze them. Seethis quick exampleof Freytags principles applied to the movieTAKEN.
Joe Gebbia Airbnb Story(Video)
University of Berkeley.Robert Cialdinis Principles of Persuasion.
Youre 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 dont know us?
What do our paying customers love about us? (service, team, process, turnaround, productand why exactly?)Whydo you want to help your target customers?
Howdid you get involved in this industry/project?
Howdid you come up with your product/service?
Whatproblem are you trying to solve?
Whatquestions do customers get to ask you all the time?
Whyare you passionate about your work?
4. Heres How to PinPoint Your Prospects Pains, Challenges & Dreams
Dont kick off your pitch talking about anything thats 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 thats going on in your prospects 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 recallAirbnbs first pitch deck example, you understand thatthe start up had deeply identified the pain points of its marketbefore 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 customers 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 prospects 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 Theyre Looking For
Now, youre 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
You see, customers buy because they want
(and the results that come with them). They dont give a crap about your features unless it helps them understand how it gets them results they care about.
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 salesFeatures = 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.Heres how you should approach this when crafting your presentation:[Company] helps you with [product name, feature, deliverable] so you can [benefit].Seehow Facebook is tying a products featurewith core benefits their clients care about:
Benefit: reach all the people who matter to youAction Steps1)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 package2)Write down the concrete, tangible benefitsyour target customers will get from using this product or service. For instance, you could help themLook 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
etc3)Connect 1 + 2 using linking words(so you can / will help you / that will give you)For instance: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.Tweet these sales deck action steps !
6. Heres How To Make Them Believe You
Of course, every sales rep under the sun says their company offers amazing products.
But for most prospects, youre just another sleazy sales dude trying to push products or services that wont 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, dont sell them.
Incorporate Expert, Research-Backed Data
Here are pieces of evidence (aka facts, not opinions) you can include in your sales deck:
: what your industry key influencers have to say about your industry, trends, products, you.
: 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.
: 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 competitors key features and benefits in order to show how you are better than them.
Case studies are a unique angle you can use toeducate your prospectsand show them what they can be, thanks to your product/service.
Here, another example extracted from the deckFacebook For Business: Video On Facebook
Wanted to boost brand loyalty and drive viewership of its Ramadan Holiday videoSTRATEGY:
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.RESULTS:
Strong uplift in brand awareness generated by Facebook campaign as found through Bank Albilads 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 ObjectionsThere 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 doesnt get me
It worked for others but wont work for me
I can find the same thing for free/cheaper elsewhere
What happens after I accept their offerAsk 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 therightquestions. Heres 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, dont sell them.
Get them to say Wow! I didnt know that. Incorporable rock-solid customer testimonials, research-backed data in order to teach them something they may not have known. Thatll 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 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 questionWhat isyour(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 youve established with them (If its 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):Im doing this sales presentation toUnderstand X, Y and Z aspects of the prospects business in order to draft a proposal thats relevant to his expectations.
Introduce a new growth opportunity weve 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?Theres nothing more frustrating for a potential customer than having a meeting with a sleazy dude who has no clue about who hes 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 SellingWhat does your company sell exactly?
Whats your value proposition (what is it about you that is different from the crowd?)
What are their strengths and weaknesses?
What have you learnt from their operations/marketings?
What are their hopes, fears and dreams?
How much do they know about the solution what youre trying to sell them?
Is their market share growing, steady or declining?
Which channels do they use to use to reach, acquire and retain their customers?
What is the size and growth of your market? (growing, steady, declining?)
What are the booming trends in your industry?
You definitely need to integrate the 7 elements I detailed in this post.
That can be resumed to highlighting.
Who you are, briefly (apply storytelling and liking principles)
The problem/challenge: twist the knife, hit where it hurts
The solution/dream: show them the promised land (benefits, outcomes)
Tie that to why youre the best solution for them (proofs, testimonials, case studies address their objections)
Call-to-action (what do we do next?)How Can I Improve My Sales Presentation Design?These are are the absolutely best articles you can get your hands on:If youre starting from sub-zero(or want to educate yourself better than 80% of the people out there),check out this post. It breaks down 100+ simple, practical presentation tips to help you plan, design and deliver unforgettable presentations.Want to craft a more creative deck?Check out this post. It includes actionable techniques to help you design creative presentations within minutes (with free templates, lessons and resources).Where Can I grab Beautiful Images?Right here.How Should I Open My Presentation?Most audiences will give you only30-60 secondsto convince them they want to listen to you.So yes, your introduction is the most important part of your presentation because it will directly affect whether they want to hear more about what you have to say (or not). To that end, your presentation opening needs to accomplish four things:1. Get the audience interested in the presentation
4. Tell the audience what the presentation is going to provide themUse the GTS (give them something) formula to get your audiences excited about what theyll be able to do or know by the end of your pitch:Today, Im going to show you [ statement that benefits your audience ].
By the end of this presentation, you will [ result theyre interested in ].For instance:Today, Im going to show you how you can use conversion optimization to triple your sales in less than 6 months.What Questions Should I Ask the Prospect?Heres a set of questions you should ask prospects (works perfectly with first time prospects):Can you help you understand how you measure success in regards with [topic]?
What do you want to achieve, specifically? This year? Mid-term, long-term?)
Tell us about your business in one sentence?
What are your clients biggest problems and aspirations? (Visualize what matters to them)
What delights your customers about your product?
Does our offering make sense for your world?
Can we agree on [proposed next steps after the meeting]?How to End/Close a Sales Presentation?The closing should amplify the message, wrap up the key takeaways of your presentation, and include a call to action.If youre sending the file through email, include a slide with a call-to-action enticing them to contact you, and give them your contact info.If youre having a meeting, summarize orally your understanding of customers goals and needs, and how you can help them achieve those goals. Also make sure to propose, and agree on the next steps. For instance:Would that work with you if we send you a recap of this meeting, the additional elements we talked about, and follow up within a week of time?How Long Should My Presentation Last?After having conducted an experiment, Dr. Maureen Murphy at the University of North Texas (UNT) said that:If a presentation that had 20 minute segments with short breaks in between, the people enjoyed the 20-minute chunked presentations more than a 60 minute presentation, learned more information immediately after, and retained more information a month later.She concluded:See if you can build in some kind of change every 20 minutes. For maximum learning you want a break every 20 minutes, as opposed to just a change of stead of taking one long break, take several short ones.So heres my take on this study:Break down your sales meeting in 20-minute chunks. For instance:Chunk 1) Understand your prospects business. Ask him questions. Get insights.
Chunk 2) Introduce your product/service offerings. Which is long enough for your prospects to understand clearly how your product/service can help them.Can You Show Me Some Solid Sales Presentation Examples?Check out this postwhere youll get 20+ real-world sales deck examples.How Can I Improve My Current Sales Deck?Incorporate the 7 components Ive laid down for you in this article, pin point your customers burning desires, offer deliverables that allow them to get the results they want, and youll be set to deliver a great sales deck that will help you generate more business.If youd like to dig deeper and become a real pro, heres one book I recommend:Strategic Sales Presentations by Jack Malcolm.
This easy-to-read book will take you through a 3-step process that will help you consistently deliver winning sales presentations:
. Malcom introduces the 4 recurring themes hell be using in the book to provide a structure. He also explains how to capture the attention of your listeners, and how decision making actually happens in companies.
. How to craft and structure your message, grab the attention of your audience and successful open and close that presentation.
. How to establish a presence, speak like a pro and use Q&A effectively.
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Instead, youll get about a dozen of emails every year. That could be more. That could be less. I havent decided yet.
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2 Design Gorgeous Sales Presentations When You Have No Time, No Budget (And No Design Talent)
A solid sales presentation is your best chance to turn that prospect into a customer.
If youd like professional, editable slides that help you get your value proposition across and show prospects how serious you are, then this might be of interest to you:
Pre-built, 100% customizable presentation templates to help you do just that.
The truth is, you dont have to spend a huge amount of time on designing, editing and arranging those slides for your high-stake, upcoming sales presentation.
Youre smart enough to know you could spend that time on more strategic, higher level activities that actually move the needle (like tweaking your value proposition, challenging your business