If you don’t like presentations that start with About Us, then believe me when I tell you that buyers don’t like yours that start the same. It’s not a case of tit-for-tat. No. It’s because buyers are selfish. You will captivate and win them over, easier and faster when you align yourself to their selfishness. They don’t care about you and your business. They care, in this order, about themselves, their problems and how (if at all) you can help resolve them. So, skip the About Us slide in your sales deck.
Prospects are more interested in themselves and their own needs than they are in your company’s history or accolades. So why waste valuable time and attention on an introduction that gets them disengaged and disinterested? Instead of diving into self-promotion, grab their attention from the very beginning, and keep them hooked throughout your game changing sales deck.
Here’s 4 steps how you can revolutionize your sales presentations:
Open with a Powerful Problem Statement: Skip the About Us slide
It matters who you open the sale. Any sale. And a customer-centred opening increases your chances of keeping them engaged: By starting your sales deck with a focus on your prospects’ needs and challenges, you instantly show that you understand and prioritize their goals. Open the presentation with insight into the customer problem. For instance, the statistic that, “Only 3% of you will be financially free in your 70s,” or, “97% of you will be finally dependent in your 70s till death” is a sobering opening to a course in personal finance management.
Or, imagine you’re pitching an AI powered marketing automation software. Instead of starting with “About Us,” kick off your sales deck with a compelling problem statement. Like this: “Are you tired of spending countless hours manually managing your marketing campaigns, struggling to keep up with data analysis, and missing out on valuable customer insights? We understand the challenges you face in today’s fast-paced digital landscape, and we have the solution that will revolutionize your marketing efforts.” Or, get even more personal- include statistics: “Your marketing team spends 76% of their time keeping up with data analysis, thus missing out on valuable customer insights. Our solution will reduce the 76% to 0 thus giving them more time to focus on what matters. That is, insights into your customers purchasing behaviour.”
So. Begin with a compelling problem statement or a thought-provoking question that resonates with their pain points. This immediately grabs their attention and makes them eager to learn more. Addressing their immediate needs demonstrates that you understand their business. It also establishes your expertise right from the start. It’s all about showing them that you have the solution they’ve been desperately seeking. In sum, start with why.
Paint a Picture of Success; of Impact
Now then. After capturing their interest, swiftly transition to showcasing your solution. Demonstrate how your product or service addresses their specific pain points and provides tangible benefits. While steering clear of Death by PowerPoint, (or Google Slides) utilize compelling visuals, real-life examples, or success stories to help them envision how your product or service can transform their business. Paint a Picture of Success. People are driven by outcomes and results. Instead of talking about your company’s achievements, show prospects what success looks like for them. This approach sparks their imagination and creates a desire for what you’re offering.
Let’s continue with the AI powered marketing automation software example. After presenting the problem statement, showcase a visual representation of success, such as: “Our marketing automation platform delivers personalized campaigns, targeted messaging, and data-driven insights. With our solution, you can effortlessly engage your customers, increase conversion rates by up to 30%, and achieve a 50% reduction in marketing costs. Imagine the growth and success your business can achieve with our powerful tool.” By painting a picture of success, you help prospects envision the positive impact your product can have on their business.
Provide Insights and Data
Demonstrate your industry knowledge and expertise by sharing valuable insights and relevant data. Help your prospects understand the current landscape, market trends, and challenges their industry faces. This not only builds trust but positions you as a trusted advisor. Remember, knowledge is power, and by empowering your prospects, you become their go-to resource. As you move through your sales deck, back up your claims with compelling evidence. Incorporate data, case studies, and testimonials to provide credibility and build trust.
This helps prospects feel confident in their decision to choose your solution over others. For example: “According to a recent study by industry analysts, companies that implement marketing automation experience a 55% increase in lead generation and a 45% boost in customer retention. Our team of experts has analyzed market trends and developed a solution that puts you ahead of the competition, ensuring you stay at the forefront of your industry.” By providing valuable insights and data, you position yourself as a knowledgeable partner, instilling confidence in your prospects.
Showcase Unique Value Propositions
Instead of a generic “About Us” slide, focus on your unique value propositions and how they directly address your prospects’ pain points. Yes, skip the about us slide. Highlight the specific benefits and advantages your product or service brings to the table. Tailor your message to resonate with your target audience and differentiate yourself from the competition.
For example: “Our marketing automation software offers advanced AI-powered analytics, seamless integration with popular CRM systems, and a user-friendly interface that requires no coding knowledge. With our platform, you can automate repetitive tasks, personalize customer journeys, and achieve a significant ROI in as little as three months. We are not just another vendor; we are your strategic partner in driving business growth.” By highlighting the specific benefits and advantages of your product, you demonstrate how it directly addresses the prospect’s pain points and differentiates you from the competition. In other words, end with why you.
Skip the About Us slide; better still remove it
In conclusion, revolutionize your sales deck. Present as they do on Shark Tank and such forums. Skip leading with the About Us slide. Remember, your prospects are looking for a solution to their problems, not a company history lesson. So, put the buyer at the centre of your presentation, showcase your solution’s value, differentiate yourself from the competition, and back it all up with evidence. By shifting your approach from starting with About Us, and instead, crafting a sales deck that captivates from the very first slide, you’ll stand out from the crowd, win attention, and increase your chances of closing deals. Remember, it’s all about putting your prospects’ needs and aspirations at the forefront of your presentation and staying focused on them. In sum start with why and end with why you.
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