How to Create an Effective Sales Strategy Presentation
A sales strategy presentation is a critical component of your company’s sales process. Sales strategy presentations are often used in client-facing scenarios for laying out your proposal and presenting the roadmap you’ll follow to produce results. Client-facing sales strategy presentations should always be customized to the prospect while including key elements for building your case and closing the deal.
Strategy presentations may also be sales representative-facing, such as for kicking off your company’s sales strategy for the quarter or the year. Or, if your company is undergoing a major transformation that includes a totally revamped approach to sales, a sales strategy presentation is vital for change management. Sales strategy presentations for these audiences are focused on company-wide goals, initiatives, and processes, although they often include the same key elements as client-facing presentations.
Building an effective sales strategy presentation is much more than simply typing up a few bullet points and talking your way through a slide deck. While PowerPoint is often utilized for sales strategy presentations – and are a useful tool for presenting your vision – the steps you take to create a compelling presentation can make or break closing deals or gaining employee and key stakeholder buy-in.
So what’s the secret? Like everything in sales (and management, for that matter), there’s no one-size-fits-all, but there are some important best practices. Following them means you’ll deliver a compelling presentation that inspires your audience.
How to Structure a Sales Strategy Presentation
While a sales strategy presentation should be customized to meet the needs of your audience, or for customer-facing presentations, specifically address the prospect’s or customer’s pain points and overcome objections. Groove Digital Marketing identifies several elements an effective strategy presentation must include:
- Agenda – Lay out the goals of the meeting and explain to your audience what the presentation will encompass.
- Key Findings – Whether you’re presenting a strategy to a prospective customer or launching a new company-wide sales strategy, you’ve (hopefully) conducted research prior to creating a presentation. This may include market research, company data, or information gleaned from exploratory calls with prospects.
- ROI – You might be inclined to save the “What’s in it for me?” component for the end of your presentation (as a grand finale of sorts to seal the deal), but Groove Digital Marketing suggests presenting the client’s potential ROI early on. Showing them exactly what they stand to gain keeps your audience captivated as you delve into the specifics of how you’ll make that happen.
- Strategy – After hooking your audience with the benefits, explore specific plans for reaching those end goals.
- Measurement – Accountability is everything. Show your audience how success will be measured.
- Expectations – What’s the timeline for deliverables? What check points exist to ensure that you and your clients (or sales team) are on track to meet objectives?
- Assumptions – The results you’re aiming for are always based on certain assumptions. No one has a crystal ball, meaning any number of roadblocks could crop up that prevent you from delivering expected results. Clearly explaining the assumptions on which you’ve calculated ROI and estimated specific deliverables provides a foundation for justifying unanticipated changes to the roadmap.
- Additional Proof – The end of your sales strategy presentation is the time to present any other proof that helps you build your case. Industry-wide statistics that illustrate the benefits of using products or services like yours, social proof (testimonials, etc.), or even insights from case studies are all valuable for closing out your presentation.
Resources for Building Effective Sales Strategy Presentations
There are tons of valuable resources for building effective sales strategy presentations, but below we’ve identified a few particularly useful resources for presentation templates, step-by-step presentation-building processes, and more.
- Slide Team – For professional, visually appealing presentations, Slide Team offers a variety of turn-key templates you can customize and populate with company or client-specific data.
- Marketing Donut – If you’re looking for more guidance on structuring and delivering killer sales strategy presentations, Marketing Donut offers some essential tips such as saying everything three times.
- Bates Communications – For key pointers on looking past the slide deck in a sales strategy presentation and training sales reps to present with finesse, Bates Communications offers expert advice.
- Flevy – This in-depth template for a Strategic Marketing and Sales Plan is a go-to resource for sales managers.
- Solvay Business School – This Sales Strategy Workshop slide deck is a comprehensive outline that walks you through the process of creating, presenting, and delivering on your sales strategy.
- Venture Accelerator Partners – This slide deck covers fundamentals in B2B sales strategy for startups and fast-growing firms.
Examples of Effective Sales Strategy Presentations
What does an effective sales strategy presentation look like? While the resources above provide helpful guidance and serve as viable frameworks on building presentations, the following examples illustrate best practices in action.
Oxygen 2.0 lays out an overseas online sales strategy for Chinese brands, tapping into many best practices for effective sales strategy presentations.
Coca-Cola (by Mitsitgwalior Seventoeleven)
This slide deck incorporates all the essentials of a sales strategy presentation, from market information to forecasting, performance management, and more.
Microsoft Dynamics CRM
Technically a pre-sales presentation, this slide deck from Microsoft Dynamics CRM is a comprehensive example of an effective sales strategy presentation with killer visual appeal.
This sales strategy presentation from Smartella uses compelling visuals and minimal text, finding the right balance that encourages presenters to infuse personality into their oral presentations, relying on the slide deck as a guide and backdrop.
This sales strategy presentation from Gannett Local is the perfect example of a customized presentation targeted to the audience, with data and statistics relevant to the target along with key elements such as target demographics, background research, and “What’s in it for me?” information to hook the audience.
Whether you rely on frameworks, outlines, or clear-cut examples to create a sales strategy presentation, following best practices ensures that you convey the right information perfectly targeted to your audience for gaining buy-in and closing deals.