Of the many thousands of sales presentations delivered daily, only a select few rise to the level of STRATEGIC sales presentations. What’s the difference?
Strategic sales presentations fit the following profile:
Game changers: Ordinary presentations are fine for ordinary decisions, such as renewing a contract with an existing supplier. Strategic presentations require important decisions, such as changing the way the customer does business to respond to fresh challenges, opportunities, or risks.
New insights: One way to make a presentation “game-changing” is for the salesperson to bring new insights to the client, perhaps about a problem they don’t realize they have. They challenge the client’s view of the world, and this requires a lot of research, and, yes, courage.
Impact: The impact of decisions made as the result of a strategic sales presentation is usually huge from a financial, strategic and even personal point of view. For the client, this means that many different units or functions are involved, which means that the message has to appeal to a wider range of interests. For the salesperson, the outcome may mean the difference between a successful year or a bust.
Unique: Ordinary presentations are usually canned scripts that use off-the-shelf slides and apply to everyone. They practically scream: “to whom it may concern.” Strategic presentations are unique to those people in the room at that particular time, for their particular situation.
Strategic context: Strategic presentations are not stand-alone events that can be plugged in whenever the client agrees to meet with you. They are an integral element of the salesperson’s account or opportunity plan, and therefore they have a clear purpose and intended outcome for the seller and the buyer.
Shaping the conditions: Because they are part of an ongoing strategy, what the salesperson does before the presentation to shape the conditions for success is at least as important as what he or she says and does during the presentation.