In my business I see a lot of customer communication materials. Unfortunately, I see too many customer presentations where you finally understand what the company does and the benefits offer somewhere around slide 7 of a way-too-many-slides presentation.
No long ago I was leading with a management team the launch of a new product line. We were reviewing the new product’s positioning, competitive environment, pricing methodology, and sales collateral. While reviewing the customer presentations I noted there were continuous questions about the product presentation about to be sent to the sales teams for use:
“What does that mean?”
“What do we mean by that?”
“What are the keys things we should say about this slide?”
“What is the point we want to make on this slide?”
As these questions were asked several times it become obvious – “Why don’t you just say on the slide what you mean and what you want the customer to know about your solution?” The question was simple enough and left the meeting participants looking around the room at each other.
It’s amazing the positive impact you can have on your sales efforts by simply communicating clearly and directly about the value you offer. This is probably the easiest, most simple, and least costly thing you can do to increase your revenue.
Have you ever sat through a sales presentation where even after 15-20 minutes you couldn´t figure out what the meeting was about or where it was going? If so, how could the first few minutes have been used differently?