Building Effective Sales Presentation Process
One of the most important parts of selling today is the story you tell in your sales presentation. Sales is no longer about pitch decks and linear Power Points, it’s about building a story that connects with your prospect’s pain points and delivers your message at the right time. But putting together your perfect sales deck is no easy task.
Here are the five biggest challenges of today’s sales presentations.
1. THE CATCH-22
Presentations need to be customizable…yet brand messaging must be consistent.
Most organizations have one master sales deck, usually owned by marketing. These decks are beautiful and well thought out, with each image and word carefully selected and crafted by the design team. Ideally, every sales rep would use this “perfect” presentation. But unfortunately, the reality is: a “one size ﬁts all” approach does not work for sales, especially in a 1:1 setting. With 57% of the sale complete before the customer even interacts with your sales rep, presentations need to be more customized than ever. Producing a “canned” sales pitch lacking focus on the customer needs would be detrimental to the sale
2. THE TIME
Presentations take too long to create.
With the focus on customization, especially for those complex 1:1 sales situations, creating the perfect presentation can take hours, if not days. Inside sales reps spend just 33% of their time each week selling; the rest is spent on non-selling activities such as presentation building and other administrative tasks. Most sales reps have multiple presentations to craft each week and they all must be customized, yet they simply do not have time to create a perfect deck. Thus, many sales reps do the best they can and the result is a somewhat poor end-product
3. THE LOGISTICS
Presentations are too large to send and there are no analytics to track.
With the majority of the market using PowerPoint, sending presentations becomes a major headache. Since most decks today are built to be more engaging (with high-resolution photos, animations and videos), it’s nearly impossible to send these large ﬁles via email. Once the presentation is sent to the prospect (whether by PDF or ﬁle sharing) there is no visibility into whether the prospect opened or viewed the presentation, how long they spent on certain content or if they shared the presentation with others. This critical information is unavailable to sales resulting in a longer sales process.
4. THE DISORGANIZATION
No one knows where the latest sales presentation is located and who is using it.
Even the most well-organized sales and marketing teams struggle with ﬁle organization. Files are housed in a shared drive, leaving sales reps asking “where can I ﬁnd the latest marketing-approved sales deck?” Reps are prone to lose previously-made custom presentations in the “black hole” of company shared drives due to ﬁle mismanagement or data loss.
5. THE SLEEP-INDUCER
Presentations are boring and linear.
Prospects are inundated with sales presentations and many always look the same. Sometimes sales will try to embed images, GIFs, animations or videos but this bogs down the presentation or makes the presentation disjointed as videos need to be played in other players or take too long to load. To truly engage their prospects, sales reps need to use this type of interactive content but it must enhance the story, not take away from it. Transitions need to be smooth, images need to be high-res and videos need to play easily in a cloud-based setting. Let the prospect focus on the message, not your technology issues.