Tag: marketing

Don’t Send Your Prospect Your Sales Presentation

Don’t Send Your Prospect Your Sales Presentation

Almost daily, you are presenting to your prospects from one of your favorite presentation decks. The ubiquitous question at the end of the presentation is, “Can you send me your deck?”

Don’t do it.

While you should say that you will be sending the deck, you shouldn’t do it. Few things are so poorly understood as a well-created deck presentation without a narrative.

An excellent presentation has a minimum of words and explanations on each slide. It contains a few bullet points with maybe an appropriate image or graphic. The content of the presentation is all with the speaker, and the slides are merely there to give examples or prompt the discussion.

If your slides are appropriately made, how in the world would a prospect understand the message without you there to narrate? Worse is if those slides are forwarded to someone that wasn’t in the original audience for the live presentation.

A much more convincing document is a Word (or similar) document that has the slide images embedded into the material, but the “script” is also included. The script can be well-edited with appropriate marketing language and messaging. The end result is a superior document to the original presentation.

Here is a thumbnail of a document that uses this technique. It guides the user through the slides and uses the slides as images to give credence to the written explanation. This is a far superior way to share your slides with your prospect.

Marketing can help but shouldn’t be an excuse

Unfortunately, as with all great things that salespeople have to do, it is quite likely that your marketing department won’t create this document for you. It is one of those things that you will likely have to create to set yourself up for success.

If your marketing department will not create this document for you, it is not an excuse. Salespeople need to understand that they are the last line of defense. It is up to all salespeople to do whatever is ethically required to win the deal. Don’t make excuses. Don’t take the easy way out. Just get it done.

Salespeople should not be afraid to create this document. While it would be helpful for your marketing department to build the foundations of the delivered document, the salesperson should be free to customize the end result.

The reasons for customizations are simple, and marketing departments cannot expect to be able to react. The reasons include:

  1. A specific question or side conversation that happened during the presentation should be further expanded in the written overview document.
  2. Many sales presentations are combinations of other slide decks or a subset of a library of slides. There is no way to know what a finished slide deck will be for any given prospect or any given sales team.

While the challenges are real, marketing departments can mitigate this issue with a bit of thought and effort.

For the first issue above, the sales team wants to react to a specific situation that occurred in the meeting. The marketing department could create a standard “handout” document, but allow individual sales teams to customize it as needed.

In the other situation of a library of slides, the marketing department can easily create a similar library of descriptions. Then the sales team can quickly combine the standard pieces of text to create a handout document customized to the particular prospect.

If you are inspired to bring the handout document to your meeting, resist this urge. Most information handed out in a meeting gets thrown away almost immediately. While your followup handout document may also be thrown away, at least it will happen several hours or several days later, allowing your name to be on the prospect’s mind again. This is far superior to having your marketing message thrown in the restroom trash for the bio-break that happened immediately after your meeting. 

Header Photo by ttreis (Pixabay)
Are salespeople necessary in the Internet age?

Are salespeople necessary in the Internet age?

The question is often asked, “Are salespeople necessary in the Internet age?” The theory is that with the ability of the Internet to allow for massive research of technologies and products, what role does the salesperson have in the modern economy.

I will cut to the chase on my answer and then explain it later: The CFO can eliminate his sales force only if all of the following is true:

  • Your product is so simple and your relationship with the buyer is so straightforward that no Internet research is required. In other words, think of things that you buy in a mall or a grocery store (although I will explain an important caveat later in this post).
  • You have a commanding market share – probably in excess of 50%.
  • Your VP of Manufacturing and your VP of Supply Chain has told you that they cannot handle any increase in orders.

In every other case, your sales force is ABSOLUTELY necessary.

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