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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.
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.
GET VISUAL
It’s most
effective 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?
GET THE WHITEPAPER
This presentation is a
summary of the
whitepaper “Winning
B2B Sales Presentations.”
Get it here or paste the
following link in your
browser:
http://bit.ly/15moDXe

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