Kevin Sasser
Kevin Sasser
Strategies for Complex SalesSales Presentations
Kevin Sasser
What the Sales Rep Said…
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…What a great demo! We were there three hours and threw everything we had at them…
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…we talked about our history, our vision, what the analyst are saying about us, even
threw in some quotes from the boss….
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…you can tell they were taking it all in. I feel really good about this one and will put it as a
sure thing on the forecast.
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What the Prospect Said
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“I now know what meetings in hell are like….”
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“We booked this meeting for 90 min and the vendor stayed for three hours, pretty much
wrecking the day for the entire team.”
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“The presentation was extremely focused on them and was filled with generic industry facts that anyone can find with a simple
google.”
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“I have no idea how they could help us meet our goals.”
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“BTW, based on his quotes in the presentation, the President of that company
is a real moron.”
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How to Present
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80% of sales originate with 20% of the sales people
-Every Sales Manager who has to give a forecast to management
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Why?
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Most salespeople want to tell the prospect everything about their solution and make the
sale.
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The best sales people learn what the prospect is trying to do and present them with a
solution that will allow them to achieve the desired goal or outcome.
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So let’s discuss some best practices for managing your sales territory.
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Discussion Topics
• Prospecting• Presenting• Forecasting• Closing• Follow Up
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Pre-Game
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Key Point
Make Sure You Only Present to Qualified
Prospects
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Key Point
Otherwise you are:– Wasting your time– Wasting your prospect’s time– Possibly feeding intel to your competitors– Ruining your personal professional brand with
the prospect
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Qualified Prospect?You must know the following• Why: Is the company looking at your solution?
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Qualified Prospect?You must know the following• Why: Is the company looking at your solution?• Who: Is the decision maker, user, technical champion,
executive champion and budget owner?
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Qualified Prospect?You must know the following• Why: Is the company looking at your solution?• Who: Is the decision maker, user, technical champion,
executive champion and budget owner?• What: Relevant goals the prospect wants to
accomplish
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Qualified Prospect?You must know the following• Why: Is the company looking at your solution?• Who: Is the decision maker, user, technical champion,
executive champion and budget owner?• What: Relevant goals the prospect wants to
accomplish• When: Are they looking to select a vendor, make a
purchase, how long to get a P.O. or check?
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Qualified Prospect?You must know the following• Why: Is the company looking at your solution?• Who: Is the decision maker, user, technical champion,
executive champion and budget owner?• What: Relevant goals the prospect wants to
accomplish• When: Are they looking to select a vendor, make a
purchase, how long to get a P.O. or check?• How: Will they implement? Who will own it?
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Building Your Presentation
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“We are going to blow through these first few slides and get to the good stuff in a few minutes”
Things Bad Sales People Say
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What most reps think they are presenting
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A complete and comprehensive picture of everything your company can provide.
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Here’s what most reps are actually doing.
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Because they are not sure what’s important to the prospect they are throwing everything out them and hope something
sticks.
If you don’t get the spaghetti reference, go ask a cook.
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Your prospects get bored just like the rest of us.
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Typical Attention Span
TIME
ATTE
NTI
ON
SPA
N
MIN
MAXYour prospects are most engagedat the start of the meeting.
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Typical Attention Span
TIME
ATTE
NTI
ON
SPA
N
MIN
MAXUnfortunately this is when mostreps are talking about the least relevant material.
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Typical Attention Span
TIME
ATTE
NTI
ON
SPA
N
MIN
MAXWorse, the information with themost value and relevancy is typically presented when the prospect is leastengaged
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Put the information that the prospect would be most interested in at the beginning of the
presentation
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So instead of this….
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Before you present
Have a “discovery” session (not a sales call) with the prospect where you discuss why the prospect is looking
for the type of solution you offer.
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Before you present
Pay close to attention to:• Specific Pain Points, ex “We lost a customer..”• Understand which Dept/Exec felt that pain the most• Understand the plan after they implement a solution,
who will own it, how will it be used
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Knowing the prospect’s pain helps you focus on the most important topics.
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Know who will be in the room during your presentation.
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Attendees
• Know the attendees of your presentation• Google them • Visit their LinkedIn profile• If they blog see what they care about• Confirm their roles with multiple people • Have notes available for you to reference during the
meeting
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Building Your Presentation
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Building Your Presentation
Use the information from your qualification process to help build an extremely relevant
introduction to your presentation
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Building Your Presentations
• Font Size – 32pt (this size)– Smallest Font – 28pt (this size)
• Reduce Words• Use Images to tell Story• A lot of slides with a few words is better than
fewer slides with more words.• DO NOT EVER READ THE SLIDES
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Kill the “Slide de la Logos”
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You Know What I’m Talking About
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Slide de la Logos
A vendor presented this to me. There was only one logo I recognized because I'm a fan.
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Instead, Try This
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Pick One Relevant Story
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Getting Started
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Your Agenda
• Executive Summary• Business Requirements• Technical Requirements• ROI• Next Steps
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That’s Right. Start with an Executive Summary
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Why?
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High level decision makers have a habit for staying for the first ten minutes of a meeting,
and then leaving
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Executive Summary
Cover these topics• The prospect’s pain• How your solution solves that pain• The ROI the prospect can expect
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An Example
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Executive Summary
Deployment speed of content and applications to Web Properties
• 19 Websites• 30 Social Media Accounts• 5 Mobile Apps
“Mr. Prospect you shared with my team that you feel that your
competitors have an advantage in this area, is that correct?”
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Executive Summary
Our solution provides the ability to line-of-business users to create and deploy targeted content to web, social, and mobile platforms
“Today, we are going to discuss how our solution addresses the challenges
we just identified.”
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Executive Summary
Similar customers have experienced:• 50% Reduction in Time to Deployment• 12% Increase in Amount of Content Available• 3% Increase in CTR
“While results vary, our typical customer can expect meaningful ROI
in this areas.”
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Client Overview
Allow me to share with you the story of one of our clients who had similar
challenges.
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Ok Sasser, but I may be fired if I change the presentation and get caught.
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Ok. So Don’t Get Caught.
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And…..
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You may want to point out that someone who submits a generic resume that is not relevant to your company is likely not to get hired….
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Your prospects hold the same standard when it comes to evaluating vendors.
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