Sales Presentation Mistakes (part one)
I once worked under a sales manager whose approach to presentations left much to be desired. While he was an excellent storyteller, his standard slide deck, a staggering 72 slides, resembled pages from the Old Testament—overflowing with information, small font, and an overwhelming amount of details. This was the epitome of information overload, a common pitfall in sales presentations.
In the dynamic world of sales, especially in B2B scenarios, presentations rarely mark the end of the journey. They are often just one step in a complex process that involves procurement, budget cycles, and decision-makers. The real challenge arises when those who witnessed your presentation become ambassadors for your ideas within their organizations. This is where simplicity becomes a crucial factor.
I also share an experience from a lawsuit that I found myself in many years ago that stemmed from a regrettable business deal during the 2000s. Despite having a wealth of evidence supporting our case, we lost the trial. The reason? Our narrative was too complex. In hindsight, simplicity could have been our greatest ally. The jury, like any audience, desired a straightforward and easy-to-understand story. The opposing side, with a simpler defense, emerged victorious.
This lesson isn't confined to the courtroom; it's equally applicable in the corporate arena. Your sales presentation should be designed as if it's intended for a fifth-grader—clear, concise, and memorable. The goal is not merely to convey information but to ensure that your message resonates and can be easily retold by those who witnessed it.
Imagine your presentation as a roadmap, guiding your audience through key points without drowning them in unnecessary details. It's about distilling your message to its essence, making it not only simple but also relatable. This is especially crucial in a world where decisions are seldom made on the spot, and your presentation serves as a catalyst for further discussions and approvals within the organization.
The process of simplification begins with a conscious effort to eliminate the superfluous. Slides should not serve as information dumps but rather as visual aids that complement your narrative. Each slide should contribute to the simplicity of the overall message, reinforcing key points without overwhelming your audience.
Moreover, the importance of 'retellability' cannot be overstated. Your audience, be it a potential client or an internal stakeholder, should be able to carry your message forward with ease. In a B2B context, this often involves individuals presenting your ideas to higher-ups, such as CEOs or procurement teams. If your presentation is too convoluted, the likelihood of successful internal advocacy diminishes.
In conclusion, simplicity is not just a design principle; it's a strategic choice. It can be the differentiator between a compelling pitch that resonates and a complex one that gets lost in the noise. So, whether you find yourself presenting against the stunning cliffs or in a corporate boardroom, remember: keep it simple, sweet, and relatable.