sales decks что это

The Greatest Sales Deck I’ve Ever Seen

It’s Zuora’s, and it’s brilliant. Here’s why.

“I’ve landed a few small accounts,” Tim said. “But my pitch falls flat at big enterprises.”

As I’ve written before, I love helping teams craft the high-level strategic story that powers sales, marketing, fundraising — everything. So Tim and I met for lunch at the Amber India restaurant off San Francisco’s Market Street to review his deck.

After loading up on the all-you-can-eat buffet, I asked Tim, “At what point do prospects tune out?”

“Usually a few slides in,” he said.

Intent on maximizing dining ROI, Tim went back to the buffet for seconds. When he returned, I pulled out my laptop and launched into a Powerpoint presentation.

“What’s this?” Tim asked.

“This,” I said, “is the greatest sales deck I have ever seen.”

The 5 Elements of a Brilliant Sales Narrative

The sales deck I showed Tim came from Zuora, the IPO-bound Silicon Valley company that sells a SaaS platform for subscription billing. If you pay for anything on a recurring basis (e.g. enterprise software), there’s a good chance that Zuora facilitates those transactions.

I had received the deck from an ex-Zuora salesperson, who said it helped him close the biggest deals of his career. (I have no connection to Zuora, and no relationship with anyone who currently works there. UPDATE: Some current Zuora employees have connected with me after reading this.)

Abandoning his naan in a puddle of curried goat, Tim grabbed pen and paper and took notes as we ran through what made the Zuora deck so effective.

Specifically, we noted how brilliantly the deck led prospects through the following five elements, in precisely this order:

(The ex-Zuora salesperson asked that I not share the Zuora deck publicly, and I will honor that request. However, I found slides on Zuora’s website and SlideShare channel that exhibit nearly the same narrative flow; all of the images below come from those public sources.)

#1. Name a Big, Relevant Change in the World

Don’t kick off a sales presentation by talking about your product, your headquarters locations, your investors, your clients, or anything about yourself.

Instead, name the undeniable shift in the world that creates both (a) big stakes and (b) huge urgency for your prospect.

The first slide of virtually every Zuora deck — sales or otherwise — is some version of this:

Zuora came up with the phrase “subscription economy” to name the new world that sellers must navigate, one in which buyers increasingly choose recurring service payments over outright purchases. Zuora usually follows that with a slide laying out the history of the change:

Note the subtle but important difference from what most pitch advice tells you, which is to start with “the problem.” When you assert that your prospects have a problem, you put them on the defensive. They may be unaware of the problem, or uncomfortable admitting they suffer from it.

But when you highlight a shift in the world, you get prospects to open up about how that shift affects them, how it scares them, and where they see opportunities. Most importantly, you grab their attention. As Hollywood screenwriting guru Robert McKee says:

…what attracts human attention is change. …if the temperature around you changes, if the phone rings — that gets your attention. The way in which a story begins is a starting event that creates a moment of change.

#2. Show There’ll Be Winners and Losers

All prospects suffer from what economists call “loss aversion.” That is, they tend to avoid a possible loss by sticking to the status quo, rather than risk a possible gain by opting for change.

To combat loss aversion, you must demonstrate how the change you cited above will create big winners and big losers. In other words, you have to show both of the following:

Zuora neatly accomplishes this by documenting a “mass extinction” among Fortune 500 companies…

…and then showing how the “winners” have shifted from product ownership to subscription services. Those include upstarts…

…as well as rejuvenated incumbents:

To bring the point home, Zuora asks the following:

Of course, by this point the common thread is already well established in prospects’ minds: Winners adopt the subscription service models that Zuora supports.

#3. Tease the Promised Land

It’s tempting at this point to jump into the details of your product or service. Resist that urge.

If you introduce product/service details too soon, prospects won’t yet have enough context for why those details are important, and they’ll tune out.

Instead, first present a “teaser” vision of the happily-ever-after that your product/service will help the prospect achieve—what I call the Promised Land.

Your Promised Land should be both desirable (obviously) and difficult for the prospect to achieve without outside help. Otherwise, why does your company exist?

After demonstrating that the subscription economy will result in winners and losers, Zuora presents this Promised Land slide, which offers concrete criteria for what it means to win in the subscription economy:

Note that the Promised Land is a new future state, not your product or service.

(Over lunch, I asked my friend Tim to articulate his Promised Land, and he said, “You’ll have the most innovative platform for ____.” Nope: the Promised Land is not having your technology, but what life is like thanks to having your technology.)

Your Promised Land is also crucial for helping prospects pitch your solution to colleagues after your sales meeting ends. In your absence, those colleagues will ask, “What do those guys do again?” Armed with a compelling Promised Land, your prospects are more likely to supply an answer that gets others on board.

#4. Introduce Features as “Magic Gifts” for Overcoming Obstacles to the Promised Land

If it’s not clear by now, successful sales decks follow the same narrative structure as epic films and fairy tales. Your prospect is Luke, and you’re Obi Wan, furnishing a lightsaber to help him defeat the Empire. Your prospect is Frodo, and you’re Gandalf, wielding wizardry to help him destroy the ring. Your prospect is Cinderella, and you’re the fairy godmother, casting spells to get her to the ball.

When you introduce your product or service, do so by positioning its capabilities like the lightsaber, wizardry and spells—as “magic gifts” for helping your main character (prospect) reach that much-desired Promised Land.

For example, above is the slide where Zuora talks about the structure of its customer record. Out of context, this detail would likely bore even the most technical prospect.

Positioned in the context of transitioning from an “old world” to a “new world,” however, it’s the foundation for an engaging conversation with prospects—technical and otherwise—about why it’s so hard to reach the Promised Land with traditional solutions.

#5. Present Evidence that You Can Make the Story Come True

In telling the sales narrative this way, you’re making a commitment to prospects: If they go with you, you’ll get them to the Promised Land.

But the road to the Promised Land is, by definition, littered with obstacles, so prospects are rightly skeptical of your ability to deliver. The last piece of the pitch, then, is the best evidence you can offer that you can make the story you’re telling come true.

By far, the most effective type of evidence is a success story about how you’ve already helped someone else (who is similar to the prospect) reach the Promised Land. Zuora has a set of customer success stories that sales reps draw on, and while they’re more elaborate in the actual deck, this testimonial captures the essence:

I also like this one, from an exec at NCR (a Zuora customer), which speaks more explicitly to Zuora’s stated Promised Land:

What if you don’t yet have a huge number of successful customers? Product demos are the next most effective evidence, but again, features should always be presented in the context of how they help a prospect reach the Promised Land.

A Sales Narrative Works Best When Everyone Tells It

Of course, successful sales rarely happen solely as the result of a great deck. In order for salespeople to be successful, the entire organization must align around the narrative about change, Promised Land, and Magic Gifts.

There’s no better example of that than Zuora. If you ever see a Zuora executive speak—including CEO Tien Tzuo—you’ll almost certainly hear about the subscription economy and the winners and losers it’s creating. In fact, that’s the theme of virtually all the company’s marketing communications and campaigns, as well as its public vision statement:

According to the ex-Zuora salesperson, this company-wide alignment around the story made him wildly successful:

The Zuora marketing folks ran campaigns and branding around this shift to the subscription economy, and [CEO] Tien [Tzuo] talked it up all the time. All of that was like air cover for my in-person sales ground attack. By the time I arrived, prospects were already convinced they had to act. It was the closest thing I’ve ever experienced to sales nirvana.

Biggest Deal Ever

Just three weeks after our lunch, Tim called to say he was seeing promising changes in how prospects at large enterprises were reacting to his new deck, which we drafted together based on Zuora’s template. For one thing, prospects opened up much faster about the challenges they were facing. Also, he said the new pitch was more effective at engaging CFOs and other senior gatekeepers.

Then, a week after that, Tim emailed with even better news: He had just signed the largest deal in his company’s history.

Next week, we’re headed back to Amber India to celebrate.

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Консалтинг

1) Работаем с любой базы:
ничего нет ➛ какой-то текст ➛ черновые слайды

2) До нужного вам результата:
посоветоваться ➛ + сценарий ➛ + слайды ➛ + репетиция

Вы много знаете компаний с открытыми зарплатами, открытым P&L, назначением зарплат самому себе, отсутствием начальников и постулатом « любой может принять любое решение»? Это рассказ о культуре такой компании.

Это проект из разряда сложных. На входе у нас был набор тезисов и дедлайн. Через 4 встречи по 2 часа, затем 6 часов работы над слайдами и 2 часов репетиций мы пришли к тому результату, который вы можете видеть. На мой взгляд это очень хорошая презентация. И очень хорошая культура. Одно из лучших выступлений на AgileDays 2019 по мнению организаторов.

Консалтинг в режиме «быстрые фиксы». У Льва уже был готов черновик презентации, которым он был немного недоволен, как это регулярно бывает у критически мыслящих людей.

Мы встретились, я позадавал вопросы и в течение часа мы набросали изменения в структуре. Лев предложил встретится еще раз. А затем еще один раз. Слайды мы как-то, не сговариваясь, решили не делать, разве что совсем текстовые. По-моему, по итогу получилось хорошее выступление.

1) Это цена для подготовки группы из 5 человек
с выступлениями по 10 минут, включая слайды (не создание «с нуля», а фейслифтинг слайдов спикеров)

2) Меня стоит привлекать как можно раньше до даты
мероприятия. Чем ближе deadline, тем меньше можно успеть.
Исходя из моего опыта лучше начинать готовиться хотя бы за 2-2,5 месяца. Чем больше компания и кол-во спикеров, тем срок может быть больше.

1) Pitch deck — 120-150 т.р.
2) Sales deck презентация продукта — 170-250 т.р.
3) Follow-up презентация о компании/продукте — 120-150 т.р.
4) «Причесать» смысл/верстку текущей презентации — 90 т.р.
5) Внутренние презентации культуре, ценностях — 11 т.р. / час

Основатель проекта попросил создать pitch deck для его проекта. Каких-либо черновиков или набросков презентации не было. Работа строилась с нуля через интервью, продумывание логики рассказа, поиск недостающих данных, изучение документации проекта.

Результат — проект нашел инвестиции, основатели совершили частичный экзит и продолжили развивать проект в качестве руководителей. Я не буду говорить, что только благодаря презентации — это как-то глупо. Сам по себе проект хороший. Я лишь помог ему раскрыться для инвесторов.

Формально — это pitch deck, но под поиск умных партнеров, которые хотят вложиться в практически готовый и проработанный технологический продукт. Поэтому, тут нет трекинга, прямых конкурентов и т.д., что делает презентацию несколько близкой к sales deck.

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От успеха до провала один слайд: Pitch Deck

Привет, я — управляющий партнер инвестиционного акселератора HR&ED-tech, сертифицированный трекер и ментор стартапов. Спустя 500 проведенных питчей я поняла: искусству питчинга можно обучаться бесконечно, всегда есть, куда расти.

Выступление перед инвесторами — дело серьезное, второго шанса просто может не быть. Здесь важно все: сам проект, презентация, текст, подача, первое впечатление. Сегодня поговорим о таком важном моменте, как подготовка Pitch Deck. Лайфхаки, FAQ — поехали.

. презентация идеи вашего проекта, подготовленная для потенциальных инвесторов, партнеров, клиентов. Часто под этим понятием подразумевают только сами слайды, сопровождающие выступление, но иногда оно используется шире. Подготовить pitch deck = подготовиться к питчу.

Да я за одну ночь сделаю

Если это первый питч — не сделаете. У вас уйдет на это несколько дней и ночей, потому что надо создать основные слайды, проработать дизайн. После вы еще пару дней будете допиливать свою презентацию. Не вздумайте делать ее накануне или по пути к инвестору.

Pitch Deck VS Invest Deck

На мой взгляд между питч-деком и инвест-деком нет колоссальных различий — структура примерно одинаковая. При этом первый в первом можно более детально рассказать про пользовательский путь, добавить небольшое 30-секундное демо, а во втором случае — больше времени уделить бизнес-модели, вопросу масштабирования и объяснению инвестиционного запроса.

Powerpoint уже в прошлом?

Это неважно, важна подача материала и соблюдение правил: мало текста, дизайн в едином стиле, 2-3 шрифта и столько же цветов.

Картинки VS схемы VS текст: какие пропорции?

Cхемы — 70%, текст — 30%.

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How to Make a Sales Deck with 10 Examples

May 30, 2020 By Hitesh Bhasin Tagged With: Sales

Sales deck is also referred to as pitch deck, which is nothing but a sales presentation that allows the salesperson to share information related to the company and its offerings to potential customers and clients. It is usually a PowerPoint or Keynote for PC or Mac and is delivered to the customer in a face-to-face meeting. It has the facility to be printed and can be shared with the clients once the session is concluded. The name Pitch Deck is popular because it’s a part of the Sales pitch, which is delivered to someone to convert the customer and convince them to buy the products or services.

The sales deck is displayed as a series of slides with a mix of images, text, graphics, and essential statistics, which is designed to persuade and educate the audience. The ultimate aim of every sales deck is to have a conversion or a sale.

Guidelines for Sales Deck

Your Sales deck must be convincing to the customers. The customer understands the technicalities of the product, and if he wanted to listen only to the technicalities, he would have read the brochure by himself. There is a reason why a salesperson is involved in presenting the sales deck, and it is to humanize the abstract process.

Following are a few of the guidelines which should be followed while preparing the sales deck:

1. Storyline

Most of the sales deck fail because they are product-driven rather than being story-driven. As less as 5 to 7% of the prospects remember 5% of all the statistics and images that you have shown. On the other hand, the retention of the customers increased by 60 to 70% when stories are used instead of statistics. The customers are already overloaded with information from everywhere, and to stand out, you have to add a human element to the deck so that it is more relatable to the customer.

You have to understand the nature of your customer and design the story accordingly. If you are facing a customer who is a C-level executive, then you have to tell a vast strategic story. If you are facing a director, then you have to make your case by using a more pragmatic framework.

2. Customization and visualization

Customization has more results than generics. For example, a personalized email will have more clicks than regular email. These images also deliver six times higher transaction than regular email. Similarly, more than 65% of people understand best when they are conveyed visually. Visual presentations are 40% more productive and persuasive than text pointers. You have to customize your content according to the audience you are facing.

Irrespective of the storyline that you use, you have to remember to tailor your story and sales deck periodically and change it according to the customer. Using the voice of customers gives your presentation more credibility than using the product lines. The regular practice is dragging and then dropping logos so that you could take it while discussing it with the customers.

If you want to go a step ahead, then use the color of your prospect’s brand so as a theme throughout the presentation so that it is more convincing. The same presentation should be presented just by matching the colors of the brand of customer.

The use of visual metaphors also has a good response. Customers have to understand before they can decide on buying something from you. Many industrial product companies usually mess this up. Metaphors are handy because they can instantly grasp your prospect and make them understand what you are trying to do. Simple visual diagrams also help to convince the customer. Visuals are more efficient because research shows that our brains process visual information faster than text information.

Using iconography in your sales deck will also help to make the presentation more compelling. The icons are considered as conceptual, and they do some work to make the customer imagine the future of the product. You have to ensure to make the examples very concrete. Photographs and videos explain more than a text, and also customers can relate to the same in a much better way.

3. Flex formatting on Delivery method

Salespeople often run into this dilemma that their prospects ask for the presentation. The candidate asks for the presentation so that he can send it to his boss, and you are in a fix at that time because the prospect’s boss, who is the actual buyer, is never going to read the entire text document. Neither is he going to go through the presentation without getting confused.

You have to have two versions in such cases. The same text should have two different versions with 20 words per supplied for presentation and 60 per words per side if the deck is going to be ready. If the prospect spends five minutes going through a 15-page sales deck, then he has given only about 45 seconds for a slide. Considering the average reading speeds, it’s about 60-100 words per minute at the max.

It is also essential that this knowledge you establish on the side, the more you captivate the audience. More and more customers prefer seeing the content on their mobile devices because more than 40% of the customers are using mobile devices for purchases. You have to understand this and customize a presentation to make it more mobile-friendly to the customer. If your customer is using a mobile phone, then the matter of 60 words per minute halves down to 30 words per minute.

Examples of Sales Deck

1. Zuora’s Sales Deck

The sales deck from Zuora, which is a software company that provides tailor-made subscription-based services. There are many essential features in this software is commerce, finance, building, and the sales deck has the main image with minimum text, which has many thought-provoking statements, statistics, and facts. The vibrant image background will help to personalize and differentiate the brand from the competitor’s brand.

The Modernization of Zuora pitches the message in the more adapting way with the changing times. They position themselves as a perfect solution to their prospective clients.

2. Salesforce Sales Deck

Salesforce is one of the world’s number one CRM solution providers, as well as a sales cloud. These applications have completely changed in the way they communicate with customers. Significant companies of Fortune 500 use a salesforce marketing cloud sales deck to focus on high-level advantages of the product.

This Sales Deck is considered to be perfect if you have to simplify the sales process and the walk of your client down the sales funnel. Many complex processes are depicted in flow charts and diagrams with the help of images and text over there to make it easier to understand.

3. Uber Sales Deck

The prominent taxi service Uber has a professional-looking deck along with bold pictures and the big border with underlying text. Uber discusses its safety policies, management, and control of its sales deck. Many slides are created so that the focus remains on the central image and a text line.

This is why for few complex sides there will be no more than three bullet points or three boxes that will have that information. With compartmentalization of the deck content, it will help its customers to follow through the message to the last side.

Ending the sales decks with a powerful quote will help to leave a long-lasting impression and help you to visualize how your offering will be helpful to the customers.

4. Reddit Ad Sales Deck

Read it is considered as one of the largest social networking sites and it has a sales wreck with an image of a unicorn that is being ridden by a cat. They’re like to leave a long-lasting impact on their audience by sharing something unexpected. Reddit focuses throughout the deck on maintaining its brand identity to the customer.

It engages the customers and is not afraid to use a few pop culture images and jokes to get the message across. Reddit claims to stand out from the regular old annoying sales pitches at aims for the X factor in the customer.

Reddit sometimes uses another technique in which they draw their audiences away from the impressive data points. It is effortless for your customers to get beautiful round figures and help their audiences to measure how the offering can help them.

5. Snapchat Sales Deck

Disappearing photos, messages, and videos are the newest form of communication designed by Snapchat. It is a favorite amongst 12 to 30 years old. Snapchat has a very sophisticated user interface, and initially, it can be challenging to get brands and marketers excited about promoting the product with the help of Snapchat.

In 2014, a detailed sales deck was created by Snapchat, which explains the basic features of the product along with examples of how Snapchat is used. Although a sales deck was built, with explanations and fine print, the sales deck scores high over significant points which the reader cannot miss. This technique is beneficial when the customer is reading through your material or a brochure or maybe merely skimming it.

The bold and highlighted text screams out, ‘What do I snap’ and ‘our story’ so that clients can choose on an adventure. It is very crucial to understand that all your prospects will have different levels of understanding about your offering. By creating a sales deck for different customers, you can target prospects of varying degrees of knowledge.

6. ProPad Sales Deck

ProPad is software for product management, which allows the sharing of ideas, reviews, and feedback for managers so that they can create a roadmap and keep the team aligned and informed about the new developments.

The problem is described in the initial part of the sales deck, which is to be solved. Eventually, it slowly moves into a value proposition. One of the techniques which are used by ProPad is with its sales deck or simple slides. They have one bold sentence on the side and a few bullet points on nearly all slides so that the focus is on the word ‘you and your’.

Your customers must understand how your product will solve the problem, and they should be able to visualize it as well. Since the presentation directly speaks to the customers, it will help in the questions of why, how, and what that audiences have after the presentation.

7. Office 365 Sales Deck

The Microsoft Office is the most popular subscription-based productivity service, which has multiple offerings of PowerPoint, Word, Excel, publisher, access, and one-note. Numerous color schemes are available in all Microsoft applications so that there is a synergy maintained in between them. They have images of professionals who are working in the background to promote collaboration and productivity on every screen.

The critical text is highlighted with a vivid block of color. Colour is one of the fantastic ways to grab the attention of your customers so that their eyes move along the page and focus on what you want them to focus on.

8. LinkedIn sales deck

LinkedIn is considered as everybody’s favorite social network for professional purposes. It was found in 2002, and it is a professional social networking application that helps individuals to connect with other professionals in their industry. LinkedIn sales deck is as professional as the website. It has all boxes of the deck filled with a lot of information, graphs, and visuals, which helps the customer to understand the presentation.

The length of the Sales decks is one of the essential things that LinkedIn stands out. Sometimes there are certain products or services which need a more extended sales pitch, and LinkedIn is just the product that can meet your demands.

Grabbing the attention of audiences one of the crucial things that you should do from beginning to the end of the presentation, and LinkedIn has a perfect combination of information format, exciting and captivating at the same time so that the audience does not lose their attention.

9. DocSend Sales Deck

The DocSend is a document sharing platform. They found that only about 15% of customers make it to the last slide, which is why they revamped their deck to make it an exciting narrative so that the customer is engaged from start to the end. Now they have seen that after revamping their slides more than 60% of their prospects end up till the last slide. They have a strategic storytelling method by which they capture the attention of the viewers.

DocSend’s sales deck identify the changes and tell the story to their buyers so they can be successful with the help of their product. There are many conversational languages along with narratives that DocSend uses to engage its audiences. Catchy phrases like ‘once upon a time’ and ‘Sales-y’ makes the customer feel like they’re listening to an entertaining story.

10. AppsFlyer Sales Deck

Apps flyer is a SaaS mobile marketing analytics, as well as an attribution platform that helps to outline the advertising industry what it would be like without their product. They present the customer what their world would look like when the product or service is not present and what their world would look like when the product is present in their world. AppsFlyer also labels their slides as before and after so that it becomes a perfect set up.

The AppsFlyer helps many developers and brands as well as Ad agencies to optimize the data. The impact of before and after the technique is focused on the customer and their needs.

Essential elements of Sales Deck

1. First Impression

The first audible and visual representation of the client can be an essential determinant of the sales deal. One of the ways of luring the potential candidate is to have the entire advertisement emphasized. The first impression also plays an essential role in initiating the chemistry between the buyer and the seller.

For a good pitch, one must know precisely what the other party wants and what it does not require. Get information about the client before approaching him and focus on the balance of clients’ needs and wishes.

2. Beginning statement

The Sales Deck is supposed to be captivating and attention-grabbing with a positive first statement. The method that is selected is based on the attention span of the prospective client. There are many groups with a low attention span, for example, children for whom the sales pitch should be loud enough in the first few seconds so that you can capture their attention.

A shocking statement or a surprising fact is the usual method to start your statement so that the potential customer gives his attention to your talk. People with a low attention span like shopkeepers and people are in a hurry or not able to provide a lot of attention, especially if the explanation is not exciting or it is presented in broken sentences.

A positive statement is adopted by-products that are presented as solutions and are followed up in the case of high-value and corporate clients. The purpose of starting the statement with positivity is to emphasize the positive aspect of the brand.

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