As with many things, a template can be very helpful when it comes to effective customer pitches and presentations. Obviously, some level of customization will always be needed, but a solid template can help you pull together your presentation faster and help you get your key points across more effectively.
Here are a few general points to keep in mind:
- Rank the points you want to make and start with the most important—this is common-sense advice, but it’s not common practice
- Try to convey only one idea per slide; use more slides instead of jamming each slide with too much text/information. Text-dense slides are hard to read and psychologically daunting.
- Use fewer words and graphics, and more white space. If you need to convey a lot of detailed information, write a summary and distribute it AFTER the presentation. Also, tell people upfront that you will be doing so, so that they don’t feel compelled to take a lot of detailed notes.
- On each slide, get to the point…quickly
- Remember that customers are distracted, and are frequently called out of pitches and presentations for various emergencies (sometimes, they simply leave because they’re bored). Because a scheduled talk can be interrupted at any time, do your best to convey the most important information within the first 10 minutes—people’s attention is most focused then, too.
Here is a template for your presentations that will help you save time and add some consistency to your presentations (which is very important in branding and marketing):
- Introduction: Who you are, why you’re here, what you’re going to talk about, and what you’d like from your audience (the customer) in return
- What you know about your audience and their problems: Talk a little about what you believe/understand about the audience’s situation and ask them if they agree. If they bring up anything new, tell them you’ll address it at the end of your presentation—and don’t forget to do so!
- Top 3 points: “Here are the most important things we want you to know—and why.” For example:
- Top point #1: “We’ve developed a new way to process widgets that increases yield 400-fold for X kinds of customers/products.”
- Top point #2: “These white papers, written in conjunction with our customers, show the data that proves Top point #1.”
- Top point #3: “Customers who have purchased our product have seen these results and [if true] are ordering more products.”
- Discuss the investment (price) range of the product(s) you’re talking about, and why that range is fair and makes sense relative to what the customer gets in return. For example: The product costs between $A and $B depending on delivery, specifications, terms, timing, and so forth. This price range represents between 10 and 20% of the return on investment (ROI) you’ll receive. In other words, for every dollar you spend with us, you’ll get eight to nine dollars in return. You want to discuss price ranges (rather than specific prices) during pitches in order to ensure you and your customers are at least in the same ballpark on pricing. If not, discovering that key fact early on means that neither side wastes any additional time.
- Risks to consider and problems that might occur: No solution or product is without risks or potential problems; it’s much better to bring these up and address them before customers do. Doing this sends the message that you are an honest and straightforward company that wants potential customers to have all the info before making a decision.
- FAQs: 5 at most. Your objective is to answer common questions BEFORE the customer asks them; this sets minds at ease.
- Tell the prospect (in a polite way) what you need from them to continue the process. What’s the next action they need to take (develop specs, get budget approved, place PO, etc.)? Whatever it is, the next action should be clear, and the prospect should own it.
- Closing remarks. These may be brief or more extensive, depending on the situation, but they should always include thanking your prospects for their time—sincerely.