A recent client showed me slide decks his company has available for anyone to use when meeting with a new prospect or current client. The decks are made by graphic designers and technical writers who work full time creating these resources for the company. As you would expect, the slides are perfect--fonts matching, alignment perfect, a balanced mix of visuals and text. Unfortunately, they have no personality.
Personality means the slides reflect the company values and brand promises, as well as the needs and concerns of the prospective buyer. Professionally designed slides that address a specific niche of the company's offerings are like a textbook or instruction manual--great for after the sale, but not much good in the relationship-building phase.
Research continues to show that corporate buyers still care first and foremost about themselves. When a potential vendor puts the buyer's needs and concerns first, and describes their offerings in terms of those needs, they send the message that the buyer comes first. That is the only way to build the trust that leads to the sale.
I appreciate the desire for companies to standardize the look and content of their slides, which is certainly one of the good purposes of these pre-made slide decks. However, the company also must communicate to its sales, marketing and technical personnel that personalizing the decks for each prospective audience is more important that whipping through the slides.
1) Study the pain behind the prospect's willingness to listen to your presentation. Pain, challenges, issues--these are far more important than requirements.
2) Begin your presentation with customized content about the prospect's mission, vision, place in the market, community involvement, known previous accomplishments. Then connect this information to what you have to offer in terms such as "increase," "enhance," "improve". This beginning does not need slides--it should be spoken from ideas in your own mind.
3) Pause frequently to answer questions. If there is a time limit, cut out some of your slides and use that time for a conversation. They are buying you and your company, not the inanimate slide deck.
How do you combine corporate slide decks with customized sales presentations? Share your ideas through our comment link.
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