What has fundamentally changed in your business in the past year?.Pick 4-6 customers most passionate about your product and ask them: How do you know what that big change is? The best resources are your happiest customers. What’s the big change in the world that made your company not only nice, but necessary? The most important piece of this narrative is your opening. To give a quick overview of his work, here are the core elements you’ll need: What goes into the CXO deck? Andy Raskin popularized this narrative framework in his now-famous post about Zuora’s deck entitled “The Greatest Sales Deck I’ve Ever Seen” (a staple for any enterprise sales team). Once they share this belief, they can offer tops-down pressure to accelerate your deal. Your goal here is to get high-level buy-in so that an executive believes not only in your product but also in your vision. You can flex this depending on the size of your prospect, as well: Practitioners (or a technical buyer): Rely on defining your category and executing a well-framed demo. Use Andy Raskin’s framework as your guide.īudget Holder (VP/Director level): Make your case with the pragmatic framework laid out by Pete Kazanjy in Founding Sales. It depends on the size of the company and with whom you are meeting.Ĭ-level executive: Tell a high-level strategic story like the now-famous Zuora deck. How do you know which type of story to tell in your sales presentation? “This was crucial because it meant prospects were ready to convert to the next stage of the sales process.” “This meant prospects were actually finding our story compelling enough to complete the entire deck. “Once we overhauled the DocSend discovery deck, we saw our completion rate triple. To prove it, DocSend recently overhauled their sales deck. In this age of information overload, stories - not lists of features - are the best way to make your message stick. But when there’s a story involved, retention shoots to 60-70%. Prospects remember 5-10% of statistics and 25% of images. “When you’re building your next sales deck, keep one thing in mind: Prospects don’t care about your product.” – Courtney Chuang, DocSend How to build out your sales deck storyline I’ll illustrate this advice from industry experts with tactical examples, so you can put it into practice immediately. That’s why we built this guide - to help you build and present a more compelling sales deck in three key steps.ģ) Flexing the format based on your delivery method Sales decks are critical to accelerating your sales process, and yet most end up in critical condition.ġ) Listing out product features rather than telling a storyĢ) Overloading slides with too much informationģ) Presenting a document live that was meant to be read, or vice versa. What are the key elements of great sales decks? We’ll look in more detail at how that’s done, below. The presentation needs to show how you will get the prospect from one state to the other. It needs to outline the “before” state when the prospect has a problem, and the “after” state when that problem is solved. It’s used to supplement a sales pitch and a demo.Ī sales deck needs to say who you are and what problem you are trying to solve.
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