Identify the three instances when a pitch deck will kill your sale, the part of a pitch deck that repels even interested buyers, how to front load your pitch deck with something that will interest your buyer, and the two appropriate times to use a pitch deck.
- There are three situations when a pitch deck will actually kill your sale. Number one, when you use a pitch deck too early in the sales process, and this happens a lot, especially with inexperienced salespeople. You got this great pitch deck from corporate, you're so excited, you can't wait to show it to your customer, you come in, you show it on the first call, and they go, that's nice. Whadda you do? You have nowhere to go from there because you haven't established any customer objectives, and your pitch deck was too generic.
The second thing is, when you use a pitch deck without those objectives at the front end, without demonstrating any value for the customer. A good pitch deck actually has the first part of it open because a good pitch deck is used later in the sales process, and the front of it is actually the customer's objectives. A third situation, and a lot of people in technical businesses are guilty of this one, is the pitch deck that is filled with endless technical information.
One of the things that happens is companies get a pitch deck, and they put everything about their company into it. They company history, our founders, who all our people are, and guess what? That's not interesting to your buyer. It's not compelling. That's only interesting to you. So imagine you're a buyer, and you've walked into a room, you've had conversations with your salesperson, and now you've walked into a room with a number of your peers, and the company is going to make their pitch.
And instead of hearing a long, boring history about the company, what do you see? The first think you see after they open up the room is you see a simple slide that has your three business objectives. It has the objectives that you talked about with your salesperson, and instead of the salesperson going, let me tell you all about us, the salesperson says, these are the three things you told me were critical objectives to this company. I wanna make sure I have these right, and for the rest of my presentation, I'm gonna be heading back to these because this is what we want to help you accomplish.
because this is what we want to help you accomplish. Now are you in? Of course you're in. Because this pitch is about you. Now it's really clear here that we understand the difference between true customer objectives and product needs. So, imagine you're selling consulting services. It would be really easy for you start your pitch deck with, you're looking for a company that's trusted, who has expertise, who you can partner with. That's not really what they're looking for.
You need to uncover what are they really trying to accomplish by hiring your firm. And it might be something like they're trying to accelerate their own growth, they're trying to expand into other markets. And so it's important that you have clear objectives at the front of that pitch deck. Now sometimes, this makes people in marketing nervous because what that means is you're gonna hafta customize the deck for every customer. But I can tell you, you'll be a lot more successful. The other thing I wanna point out here is, if you do have a lot of specs, technical things in your pitch deck, see if you can leave those out.
see if you can leave those out. Give 'em out as a handout. The pitch deck should really not be a pitch deck. It should be a conversation deck that's designed to get customer buy-in, to ask critical questions, and get interest in and idea. One thing that often happens is people have these thirty-slide pitch decks, and they got 10 minutes, so they're just flying through. So instead, you wanna leave room in your pitch deck, both in terms of time and the actual slides, to have a conversation with the customer.
Because at the end of the day, the most compelling thing to the customer is when it's all about them, not when it's all about you.
In this course, Lisa outlines key techniques to find and leverage your "noble purpose" and connect with customers on a deeper level. Learn the three key elements of a great call opening, when and when not to use a pitch deck, and the secrets to creating a sales process that can flex with different customer types. Last, she provides advice to develop yourself professionally, such as how to talk to senior leaders and position yourself as a strategy partner instead of a pitchman, when and how to take your boss on a sales call, and how to network effectively. Use these tips to close bigger, close faster, and make your work more meaningful.
- Selling with noble purpose
- Sales as a fast track to leadership
- Making the first call
- Avoiding sounding scripted
- Recovering from a bad call
- Working with your bosses and senior leaders
- Networking and being coachable