When it comes to sales presentations, b-to-b organizations are stuffing slide decks so full that not only are the decks overflowing, but sales reps reach information overload and start tuning out. Those same sales reps are missing out on a small window of opportunity to establish credibility with the buyer. We see this situation all the time when asked to review sales presentations. Decks have hundreds of company- and product-centric slides with extremely large file sizes, and reps are trying to download them in the parking lot 10 minutes before a buyer meeting.
To move to a best-in-class presentation approach, b-to-b providers must get rid of the “megadeck” mentality. Instead of trying to cram everything a sales rep possibly could need on hundreds of slides in one file, take a component-based approach to help reps establish credibility with their buyers early in the buying cycle. Here are key steps to moving in that direction:
Clients of SiriusDecisions’ Portfolio Marketing service have access to the brief Designing Buyer-Centric Sales Presentations That Win, which contains the Buyer-Centric Sales Presentation Framework. This framework includes the 24 content components of a best-in-class sales presentation. In addition, SiriusDecisions provides guidance on how to source, assemble, validate, disseminate and measure each component.
Christina McKeon is the Service Director of Portfolio Marketing at SiriusDecisions. She has more than 20 years of experience in product and solution marketing, sales enablement, demand generation and social media. Follow Christina on Twitter at @ChristinaMcKeon.