This document provides a roadmap for an effective B2B sales presentation with the following key steps: listen to understand the customer's needs, see the big picture from their perspective, identify persuasion points by addressing organizational and personal risks, construct a concise slide deck that visually conveys the benefits to individuals, and follow up persistently as most sales occur after multiple contacts. The overall approach is to focus on the customer's issues and needs rather than a canned presentation through active listening, questioning, and addressing both logical and emotional concerns.

1. ROADMAP TO A WINNING
B2B SALES PRESENTATION

2. CASE THE CUSTOMER

3. ADDRESS THE
CUSTOMER’S NEED
When clients request
a meeting, an issue
needs to be resolved.
Immediately
responding with a
canned presentation
is not the right
approach.

4. PUT IT ON THE BACK BURNER
At this moment, forget the sales deck.'

5. LISTEN
Instead, ask them a
series of debriefing
questions and
absorb information
until you have an
objective view of
their issues. '

6. THE BIG PICTURE
When you paint a complete picture of the
client’s situation, the compelling issues will
become clear. '

7. FIND PERSUASION POINTS

8. MANAGE EMOTIONS
Proficiency by itself is often not enough to sway
a client to make a purchasing decision, because
in B2B sales, fear is the emotion that most often
turns a client away. '

9. THE TWO FLAVORS OF RISK
Fear is manifested as aversion to risk on
behalf of the organization, and often, more
dramatically, as aversion to personal risk. '

10. ORGANIZATIONAL RISK

11. ORGANIZATIONAL RISK
The best way to mitigate organizational
risk is by provide clients with examples of
other similar organizations that currently
use your product. '

12. PERSONAL

13. MINIMIZE INDIVIDUAL RISK
Aversion to personal risk plays a much
larger role in a purchasing decision than
aversion to organizational risk. '

14. CONSTRUCT THE SLIDE
DECK

15. FOCUS ON THE INDIVIDUAL
To be persuasive, structure the presentation
to highlight the benefits to the individual
rather than the organization as a whole. '

16. SIZE MATTERS
You want a deck to be no longer 20
slides. In follow up collateral, decks
should have no more than 10 slides. '

17. KEEP IT SHORT
The fewer slides the more likely your
clients are to fully read it.

18. GET VISUAL
It’s most
effective to
convey
information
visually. '

19. DESIGN OF THE DECK

20. CONTRAST
Place dissimilar
elements
together to
make them
stand out. This
will capture your
viewer’s
attention. '

21. Design of the Deck
REPETITION
Repeat similar elements & styles
to reinforce meaning, help
navigation, and visually unify the
presentation. '

22. GET ALIGNED
Align and space elements consistently
for easy navigation. E.G. Text should
either be left-aligned or right-aligned,
not both.

23. PROXIMITY
Group similar or related
items to form a unified
whole'
SEPARATION
Separate visually distinct
elements '

24. DELIVERING THE
PRESENTATION

25. CLARITY
Present a clear initial
agenda of key points based
on what you know the
customer needs.'

26. HALF TIME
To account for delays, hard stops, &
questions, be able to get your message
across in half the allotted time. '

27. RECAP KEY POINTS
Before opening up for questions, be sure to
reiterate the key points. '

28. LESS IS MORE
A salesman who does most
of the talking often makes a
customer feel like they will
be ignored post-sale.

29. FOLLOW UP

30. Follow Up
PERSISTENCE PAYS
On average, successful B2B sales occur
after 6 follow-up calls. Though, most
companies will only call their prospect
back once. '

31. OPTIMIZE
What is the
optimal time to
wait, day of the
week, and time of
day for following
up?

32. GET THE WHITEPAPER
This presentation is a
summary of the
whitepaper “Winning
B2B Sales Presentations.”
Get it here or paste the
following link in your
browser:
http://bit.ly/15moDXe