ROADMAP TO A WINNING B2B SALES PRESENTATION

CASE THE CUSTOMER

ADDRESS THE CUSTOMER’S NEED When clients request a meeting, an issue needs to be resolved. Immediately responding with a canned presentation is not the right approach.

Forget'the'sales'deck'at'this'point.''

PUT IT ON THE BACK BURNER At this moment, forget the sales deck.'

LISTEN Instead, ask them a series of debriefing questions and absorb information until you have an objective view of their issues. '

THE BIG PICTURE When you paint a complete picture of the client’s situation, the compelling issues will become clear. '

FIND PERSUASION POINTS

MANAGE EMOTIONS Proficiency by itself is often not enough to sway a client to make a purchasing decision, because in B2B sales, fear is the emotion that most often turns a client away. '

THE TWO FLAVORS OF RISK Fear is manifested as aversion to risk on behalf of the organization, and often, more dramatically, as aversion to personal risk. '

ORGANIZATIONAL RISK

ORGANIZATIONAL RISK The best way to mitigate organizational risk is by provide clients with examples of other similar organizations that currently use your product. '

PERSONAL

MINIMIZE INDIVIDUAL RISK Aversion to personal risk plays a much larger role in a purchasing decision than aversion to organizational risk. '

CONSTRUCT THE SLIDE DECK

FOCUS ON THE INDIVIDUAL To be persuasive, structure the presentation to highlight the benefits to the individual rather than the organization as a whole. '

SIZE MATTERS You want a deck to be no longer 20 slides. In follow up collateral, decks should have no more than 10 slides. '

KEEP IT SHORT The fewer slides the more likely your clients are to fully read it.

Use'presenta4on'slides'to'convey'informa4on'that'is'best'presented'visually'

GET VISUAL It’s most e!ective to convey information visually. '

DESIGN OF THE DECK

CONTRAST Place dissimilar elements together to make them stand out. This will capture your viewer’s attention. '

Design of the Deck

REPETITION Repeat similar elements & styles to reinforce meaning, help navigation, and visually unify the presentation. '

GET ALIGNED Align and space elements consistently for easy navigation. E.G. Text should either be left-aligned or right-aligned, not both.

PROXIMITY Group similar or related items to form a unified whole'

SEPARATION Separate visually distinct elements '

DELIVERING THE PRESENTATION

CLARITY Present a clear initial agenda of key points based on what you know the customer needs.'

HALF TIME To account for delays, hard stops, & questions, be able to get your message across in half the allotted time. '

RECAP KEY POINTS Before opening up for questions, be sure to reiterate the key points. '

LESS IS MORE A salesman who does most of the talking often makes a customer feel like they will be ignored post-sale.

FOLLOW UP

Follow Up

PERSISTENCE PAYS On average, successful B2B sales occur after 6 follow-up calls. Though, most companies will only call their prospect back once. '

OPTIMIZE What is the optimal time to wait, day of the week, and time of day for following up?

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