The attention of potential customers is scarce. Ultimately, a good sales pitch can cut through this noise by making a clear and compelling case for improving a customer's life or work.
A slide deck is a good tool to do this. It provides the opportunity to share a lot of information succinctly, tell a narrative in the slide progression, and present visuals. A deck is also easily delivered over email.
But for a deck to resonate with the potential customer and get them the right information they need about your product, it needs to connect with the potential customer in its visual presentation and its content.
Good visual presentation ensures your information is accessible to the customer on the first and most basic level. A visually accessible slide deck will:
- Use minimal text
- Avoid distracting colors
- Use numbers purposefully and with context
- Put only the necessary information on each slide to avoid overwhelming the viewer
- Have a thumbnail with a strong, clear visual that will stand out in an email delivery format
It's important to show discretion—this also shapes how you'll create the deck's content.
The guiding principle for the content should be to tell a story to customers about how your product would directly improve their life or work with relevant outcomes. In practice, that looks like this:
- Begin by stating an important change in the world or the workplace that your customer undoubtedly encounters. This is more effective than stating “You have x problem,” because it doesn't put the customer on the defensive. It simply makes an observation.
- Describe the benefits and potential successes of adapting to this change and the detriment of ignoring it. This invokes a sense of loss aversion.
- Describe a hypothetical situation where customers can successfully deal with this change and have great outcomes.
- Introduce your product and company and describe each feature in a way that shows how it contributes to the customer reaching this successful state.
- Present case studies, testimonials, etc. that show how it has worked for other customers.
- End with a clear call to action.
This ensures that your potential content stays tightly relevant to the customer's life without seeming pushy, artificial, or putting the potential customer on edge. Describing the outcome rather than just the product also gives the potential customer a clear takeaway so they can make a pitch to the rest of the team and their peers.
Perspectives on Slide Decks for Sales
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