The do-it-yourself sales presentation creation guide for tech companies & startups

Version 1.0

This complete guide helps you creating your sales presentation from scratch or can be used to revise an existing one without my or somebody else´s help.

Following this guide, this is how I built most of the sales presentations for tech companies that I helped with increasing their revenue.

(You can also download the PDF version of this guide from my dropbox folder in case you are in a hurry.) Click on this link

Important note before you start reading and creating:

The sales presentation created with this in-depth guide is designated only for the stage of the buyer´s journey where you already qualified the potential customer and know exactly his situation and how your product can provide value.

Most companies send generic sales presentations to prospects that don´t reflect the buyer´s needs or anything else you found out during the qualification process which doesn´t make the prospect feel understood.

Therefore, you won´t get the same success compared to a personalized one that is shown after the buyer´s qualification.

Basically, I recommend prequalifying the buyer first with his needs and problems and then I would offer a sales meeting (virtually or in-person) where you show your sales presentation and demonstrate your product and its value.

In order to save you time and effort when creating or revising your sales presentation, this guide is kept as short and comprehensible as possible.

However, it still takes work and I don´t want to promise you having the perfect sales presentation just through snapping your fingers.

Alright? Let´s go!

CONTENT PREPARATION



Answer those questions as detailed as possible. Don´t start editing within the process. Just write everything down that comes to your mind.

Who is your potential customer you are in contact with? Describe him in every detail.

What is the customer´s problem? What are your customer´s goals and his mission? What keeps the customer up at night? Really try to put yourself into his shoes. What are the consequences if the problem doesn´t get solved?

What would his life look like when he doesn´t have this problem anymore? How much better would his life be?

What product of your portfolio matches your customer´s needs? Any customizations necessary for this product in order to provide the most amount of value?

How would you describe your product in only 1-2 sentences if you have to?

What are the features relevant to the customer? Sort them in order by importance. The most important one should be at the top, the least important at the bottom. Not what you think is the best regarding the product, but view it from the customer´s perspective. Go back to your notes that you took during the qualification process. After you have collected the matching features to your customer´s needs, draw a line in the middle and only keep the upper part of that list.

How would someone describe the features who is new to the topic and doesn´t know anything about the industry?

What are the benefits? What’s in it for him?

How exactly can the customer see the positive results in real life? How does his day look like when he uses the product/service?

Can you find some ego-driven benefits? Pride, status, exclusivity, trendsetting etc.?

Try to get as many notes down as possible. Then in the next step, you can take the time to revise your notes.

SALES PRESENTATION STORY ARC



The order of the questions above was done on purpose. You got now a very raw version of the structure for your sales presentation.

In this step, we will create a “story arc”.

This means creating a structure that builds up the urgency of the customer´s problem, makes the features and benefits clearly to understand, speaks to the emotions of your prospect and how your solution is the best that ends with the prospect signing the contract.

The story arc will be used orally and in a slide deck to guide the prospect through the buying stage.

Some people can do well without ANY slides and that´s okay. The big advantage of having your sales presentation in slide form as a visual help, however, is that

- you have a structure you can follow, - you don´t forget to talk about important aspects of your pitch, - your prospect can not only hear, but also see the details, - and your prospect doesn´t get lost throughout it.

1. Intro slide: Your headline



This is your regular title slide where you grab your prospect´s attention. For example: How X (product category, not your product) can give you/solve/help you with Y (biggest benefit).

2. Describe your prospect´s current situation



This section involves the answers of the following questions from above:

Who is your potential customer you are in contact with? What is the customers problem? Customer´s goals, mission? What keeps the customer up at night? What are the consequences if the problem doesn´t get solved?

Show in 2-3 slides by using your first notes as a foundation:

- Repeat the problem the customer has you discovered in the qualification process
- How the customers solves the problem currently
- Explain why his current method is not effective


Then show in 2-3 slides by using your first notes as a foundation:

- The consequences, the negative impact on his life/business if the customer doesn´t solve the issue soon

- Show if there are hidden costs if he doesn´t solve the problem (loss of money, time, resources etc.), show statistical numbers (if available)

You can show single key words or short phrases on your slide.

There is this ongoing debate of using bulletpoints or not. Whether you decide to use a bulletpoint or an icon instead, doesn´t matter. Oftentimes, we expect to see key points listed in bulletpoint form. You can use icons instead to make the key points visually appealing (e.g. having different looking icons for various problems your prospect might have that are mentioned in your slides), but it´s not that crucial.

At the end of the day, don´t waste time pondering on this, just get the important notes on the slide and focus on selling. I´ll talk about proper slide design in a future guide.

3. “What if…” page



Use your notes from the following question:

What would his life look like when he doesn´t have this problem anymore? How much better would his life be?

Show in one slide by using your notes as a foundation: - How the life of the customer could look like when the problem are not there anymore
- Paint a vivid picture for the moment when the customer got relieved by his problems

Example: “What if…
You don´t have to waste time on XYZ anymore?
You can do X instead of Y in the same time?
There is an alternative to XYZ that is easier implemented than you think?“

4. Your solution: the product



Use your notes from the following questions:

What product of your portfolio matches your customer´s needs? Any customizations necessary for this product in order to provide the most amount of value? How would you describe your product in only 1-2 sentences if you have to?

On this slide you show which product(s) will help your prospect with solving his problem based on your qualification.

What you can put on the slide:

Caption area: Example: “The answer you are looking for”

Text area: - Explain the product in 1-2 sentences that solves the exact problem
- Add an impressive product or service photo on the slide


By the way: do all design improvements at the end. Focus now on getting the content on the slides.

You can also show a 30 sec showcase video of your product before showing your solution page to create more suspense in case you got a good product video for that

5. Benefits in general



Use your notes from the following questions:

What are the benefits? What’s in it for him? Can you find some ego-driven benefits?

List the benefits your product provides.

Write down the 3 most important ones at least, but don´t go above 6.

You can decide which 3 benefits are the most important ones by reviewing your notes you took during your qualification process. Focus on the benefits your prospect wants and needs, not what you think is important.

Here´s where I would use icons for each benefit and a nice background picture for your slide.

6. How the product works



Use your notes from the following questions:

How would someone describe the features who is new to the topic and doesn´t know anything about the industry? What are the features relevant to the customer? How exactly can the customer see the positive results in real life? How does his day look like when he uses the product/service?

What you can add on several slides: - Show the general path for how the product works, how it gets installed. Do not be too detailed about this
- Only show what´s necessary to comprehent the benefits
- Make it relevant to the customer situation: how does this product/service work for the customer at his home, at his company etc. and how a day with your product will look like -> don´t be generic, always describe your prospect´s environment where he will use the product/service
- Only use industry terms as needed. If you use an industry term, explain it easily to the prospect. Everyday language wins all the time.
- Always show the features within this demonstration with benefits following them
- Try to include a real-object or real-software product demo
- Show at least one use case of your product from your existing customers that match your prospect´s situation so that your prospect can see the evidence your product/service works
- Answer objections within this phase before your prospect comes up with them. The majority of customer objections are related to the everyday usage of your product/service. You can do this by building in fake drama. Example: “But what if XYZ happens? Well, that´s why we use ABC to prevent XYZ from happening and it works the following: ….” -> just an example, but I think you get what I´m trying to say here.


7. Additional features & outlook for upcoming features



List the unimportant features from the list you created before and put them all on the slide. Don´t mention them one on one. The only purpose is to give the prospect the impression, there´s even more to the product that might be nice-to-have features.

Also, quickly show a roadmap for the next 12-24 months to increase the excitement for other features and how they can help the customer. This is also a good strategy to tame customers who have unlimited product feature requests or in case you cannot cover a requested feature yet.

8. Summary



One slide summary of the discussed content within 2-3 sentences with 2-3 key points on the slide.

9. Credentials



The credentials slide should only act as supporting element of your sales presentation, not as the foundation. That´s why they come at the end. On the slide, create separate rows for the logos of your customers, partners and other involved parties.

10. Future outlook for the customer, inspiration, mission



Inspire your prospect by showing him the positive future when he uses your product/service. Tell your prospect how your company´s mission helps to accomplish your prospect´s goals. You can put your mission as one sentence on the slide.

11. Call-to-action



Simple examples: "Interested in XYZ? Sign up today."
"Read to (implement benefit here)? Let´s get started today."

This is my favorite:

"What answers do you need to say yes and get started? Ask me anything."

Usually, B2B clients won´t sign up immediately with you, but go through a benchmarking phase comparing you with your competitors. By asking this question, you open up the customer to tell you about his remaining questions, concerns and objections.

From there on, it´s time for the negotiation stage and follow-up (which I will cover in another guide in the future). But since your sales presentation was convincing, it shouldn´t take that long to turn the prospect into a paying customer.

ADDITIONAL THOUGHTS



Slide Design

I will create an extra guide for this since my very first business that I started was a presentation design agency. I guess you´ll hand over this task to a designer, but before you do, here are a couple things to be cautious:

- Less is more. Don´t overload slides with content and images.
- Use highlighted colors very frugally
- No full paragraphs (except for the solution and mission slide)
- Avoid animations


ONE LAST THING:



I know you are busy with other tasks you have to fulfill and as you might see, a fully created or revised sales presentation doesn´t appear by itself.

Here´s my offer:

If you are interested, I can take care of creating your whole sales presentation including clarifying your offer, creating the story arc and the slide design.

Contact me at hello@robertmeinert.com We´ll schedule a free call where I audit your existing sales presentation or give your additional recommendations how to create one from scratch.

At the end of our call, we can decide to work together and I take charge of the entire creation process.

Send me an email today at hello@robertmeinert.com and let´s spread your innovative products.