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Sales and marketing leaders are excellent at crafting brand messaging and value positioning, but most don’t have the appropriate skill set necessary to create compelling, visually engaging sales presentations. So why do we keep asking them to create sales presentations? Every day, these unsung heroes use majorly lacking legacy presentation platforms (looking at you, PowerPoint) and limited design skills to painstakingly build compelling sales stories to the best of their ability. The result? Twenty-some slides packed with detailed diagrams and dozens of bullet points, listing every imaginable product feature. These decks are packaged and delivered to sales as a one-size-fits-all prospect pitch.
A few days later, a sales rep encounters a unique use case, dissects their deck, and digitally duct-tapes a ‘custom’ version together for their meeting on Wednesday. With multiple demo decks out in the world, leadership loses control. No one can find the most recent version, major quality control issues arise, and managers lose the ability to make global updates and measure what’s working. Sound familiar?
Our team has had this exact conversation with hundreds of go-to-market leaders, and we’ve analyzed thousands of sales presentation decks. Today, we’re sharing a step-by-step process you can use to transform your Frankenstein sales presentation into an engaging sales story designed to sell itself.
Before you can convert product feature bullet points into a successful sales story, you need to evaluate your current content. Your goal is to identify opportunities for improvement and strategically prioritize making the changes that’ll have the most significant impact on sales conversions – and, ultimately, ROI.
For best results, we recommend doing your sales presentation analysis in stages:
After completing this exercise, simplifying messaging and incorporating more visuals into their pitch are top priorities for most companies. In fact, modern sales teams are putting a lot more weight on visual marketing as part of their sales success strategy. Why? Science explains that people’s brains process images and videos 60,000X faster than text. Also, people retain 80% of what they see versus only 20% of what they read and 10% of what they hear. This gap recently widened, thanks to our notification-heavy digital lifestyle.
Are you using dynamic visuals to your advantage? If not, it’s time to seriously consider the impact a presentation overhaul could have on your sales pipeline conversion rates.
Optimizing your sales presentation shouldn’t stop with the pitch deck. To effectively support your sales team, you should provide content assets and presentation flows for prospects at every stage of your sales cycle.
To support this lifecycle initiative, we encourage sales and marketing leaders to do two things:
Rather than thinking of a sales presentation as a solitary thing, think of it as an evolving resource that adapts to your prospect’s needs as they make their way through the sales process.
As you pull content together, we recommend using consistent tagging and having one gatekeeper who manages your sales content library. Setup is time-consuming, but having assets organized in logical groupings and presentation flows that make it easy for sales to find the content they need saves time in the long run.
Across the thousands of pitch decks, demos, and presentations we’ve evaluated, these tips have consistently helped our clients turn product feature bullet points into sales presentations that convert.
To truly differentiate your presentations and improve close rates, we recommend that you:
Successful sales presentations don’t just regurgitate product features and bullet points — they tell a compelling story that engages prospects, peaks their interest, and moves them forward. By conducting an honest assessment of your current sales content, mapping your presentations to the stages of your sales cycle, and implementing best practices for modern presentation design you can truly transform the way your team sells.
Wondering how to get started? Take the first step by scheduling your 30-minute Hello Call with Nuvue today. You’ll learn how to create the sales story your brand deserves, how to deliver it consistently, and how to empower your team to sell smarter and faster than ever before.