The marketing sales deck is now the common thread to all successful selling efforts. It is now a critical tool for marketers who want to ensure they are providing value as part of their positioning strategy.
Like most common elements in selling, this is something that has been taken from another discipline – in this case, marketing – and elevated into a core part of the selling process.
At first glance, it looks relatively easy to produce a simple presentation that will capture prospects’ attention and provide key insights into how you can impact their business moving forward…how hard could it be?
Well as every experienced marketer knows, there’s more than meets the eye. In fact, it’s a highly nuanced discipline requiring careful consideration, extensive research, and customer insight to get right. This post is intended to highlight the most important do’s and don’ts when it comes to creating an effective marketing sales deck.
#1 Do Your Homework First!
Before you even think about PowerPoint or Keynote, gather the content for your presentation. Create one slide with all of the relevant facts that will be included in each slide in your deck – this means key features, benefits, etc.
Then create another slide with everything that needs to be covered on your pitch but can’t fit into the other slides due to word count restrictions (usually around 200 words). Make sure both are accurate before you start adding any design or visuals to your slides.
#2 Design Matters
The slide design is critical to the success of your marketing sales deck. This is your opportunity to make a great first impression and capture your audience’s attention. However, it’s important not to go overboard and obscure your key points with too many graphics or animations. Keep it simple and use typography and icons to support your text, not overshadow it.
#3 Be Concise
Your presentation should be structured in a way that makes it easy for prospects to follow along. That means using concise and easy-to-read text, keeping animations and transitions to a minimum, and avoiding dense paragraphs of text on each slide. Brevity is key when it comes to grabbing and holding attention spans!
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#4 Your One Big Idea
Every marketing sales deck should have one big idea that highlights what you are selling, why it is valuable to customers, and how they will benefit from it. Keep this message concise but evocative – you only have three to five slides to make your case, so make them count!
Make sure your presentation allows prospects to see the value of your offering quickly.
#5 Deliver On Your Promise
While there may be multiple benefits or reasons for buying your product or service, it’s important to highlight them all in advance with a headline slide (and sub-bullet points if necessary).
That way you can deliver on each of these promises during your presentation without having to introduce additional concepts that may distract from the overall case you are making.
#6 Make The Argument
Your marketing sales deck should make a compelling argument for buying your product or service. This is what will set you apart from the competition and persuade prospects to take action.
Be sure to focus on the key benefits that are most relevant to customers and make the case for how you can solve their business problems. Leave no doubt in prospects’ minds as to why they should buy from you!
Ensure you have proper stats to present.
#7 Use Customer Insights
Prospects want to know that you understand their business and the challenges they face. One of the best ways to do this is by using customer insights in your marketing sales deck.
This could be data from surveys, case studies, or testimonials from happy customers. Make sure to use relevant quotes and anecdotes to back up your claims and illustrate how you have helped other businesses achieve success.
#8 Reference Your Competition
It’s important to position yourself as the best possible option for prospects, and one way to do this is by referencing your competition.
Highlight what makes you different (and better) than the alternatives, and be prepared to answer any questions they may have about why they should choose you instead of the competition.
#9 Anticipate Objections
No sales presentation is complete without addressing potential objections from prospects. Be prepared to answer any questions they may have about price, delivery times, features, etc., and don’t be afraid to push back if they try to delay making a decision.
#10 Use Case Studies
Case studies are a great way to illustrate the impact your product or service has had on other businesses. They can help prove that you understand the customer’s problem and how your offering can solve it.
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#11 Stay Focused
Keep your marketing sales deck focused on the key points you want to make. Don’t get sidetracked by extraneous details or try to cover too much ground in a single presentation.
#12 Use Professional Design
Your deck should look professional and polished, with high-quality graphics and typography. This will help establish trust and credibility with prospects and show that you are serious about your offering.
A well-crafted marketing sales deck can be a powerful tool for winning new business. By following these 12 do’s and don’ts, you can create a presentation that is clear, concise, and persuasive.
Focusing on your one big idea, delivering on your promises, making the argument for why they should buy from you, and using customer insights will help you make the most of this important selling tool.
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