{"id":2465,"date":"2018-06-18T16:12:00","date_gmt":"2023-10-18T16:12:32","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2465"},"modified":"2023-10-18T17:35:43","modified_gmt":"2023-10-18T17:35:43","slug":"avoid-reading-from-slide-deck","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/avoid-reading-from-slide-deck\/","title":{"rendered":"8 Things Sales Reps Can To Do To Avoid Reading From Their Slide Deck"},"content":{"rendered":"\n

A slide comes up. A sales rep reads. Click. Repeat.<\/p>\n

Customers are so familiar with this sequence that it could almost put them to sleep. It\u2019s advice reps hear over and over again — \u201cDon\u2019t just read from the slides\u201d — but is sometimes difficult to heed in practice.<\/p>\n

After all, a great slide deck is almost like the key arguments in an essay, honed over time to offer irrefutable proof of the author\u2019s point. When sales reps put the time into creating a great slide deck, including making use of data from CRM like Sales Cloud<\/a> to weave into it, why wouldn\u2019t they want to make sure every word on the screen hits home?<\/p>\n

The answers to this are actually pretty simple. Number one: Your customers and prospects know how to read. Number two: They\u2019ll wind up paying far more attention to the slide than to you, the speaker. Most importantly, though, being chained to a slide deck defeats the purpose they were meant to serve.<\/p>\n

A slide deck is there to guide the conversation and complement the speaker\u2019s points, rather than competing with them for the audience\u2019s line of sight. The value a sales rep brings is not in the slide deck but in who they are, what they\u2019ve learned and how they\u2019re prepared to help their audience.<\/p>\n

By all means put in bullet points, summary information, pie charts and other visuals to make a slide deck compelling, but make sure you don\u2019t give the impression that without it, you\u2019d have nothing to say.<\/p>\n

Instead, when the temptation to default into \u201creading mode\u201d rears its head, try some of these tactics and turn the meeting back into a real conversation: <\/p>\n

1. What Other Companies Say <\/h2>\n

No one likes to be the first to purchase a product or service. Your pitch should make ample use of insights you\u2019ve gained by working with other customers, even if you have to anonymize some of the details for reasons of confidentiality. Talk about the pain points they had and compare and contrast them with the audience to whom you\u2019re making the pitch. <\/p>\n

2. Specifics That Aren\u2019t On The Slide <\/h2>\n

How is the selection criteria, product usage, or performance metrics different based on the size or vertical market of the customer in question? When customers feel a slide deck is too generic, they\u2019ll be expecting the rep to fill in the blanks without having to ask all the questions on their own. Use Sales Cloud long before you walk in the room to have these answers at your fingertips. <\/p>\n

3. Data That Surprised You <\/h2>\n

Companies always do their best to ensure they have the right product-market fit, the right go-to-market strategy and a clear idea of how their products and services will be used. Then they enter the \u201creal world\u201d and things change. Maybe there were features added as an afterthought that have since become your customers\u2019 most popular tools. Maybe they applied your product to solve a business challenge your firm had never envisioned. Perhaps the overall uptake was faster than expected in a specific market. Sharing this kind of insight shows you\u2019re aware there will be unexpected developments, but that you and your firm are also able to roll with them. <\/p>\n

4. What You Heard From Them <\/h2>\n

The worst thing that could happen in a pitch meeting is having a customer or prospect raise their eyebrows because you clearly didn\u2019t include information that reflects any initial phone conversations or e-mail exchanges you had in advance. Even if it\u2019s obvious, reflect back the guidance or direction you were given about the business\u2019s goals, and listen for any feedback that could refine how you position the rest of your pitch. <\/p>\n

5. The Demo (Without The Demo)<\/h2>\n

Some pitches are just warm-up exercises for a more in-depth walk-through of your product. If you want to reach that point, though, you may need to help them visualize the way it works without the benefit of an actual demo. Tell a story based on a recent case study, or simply use your hands and facial expressions to show what the \u201cbefore\u201d and \u201cafter\u201d will look like if they\u2019re willing to take that next step. <\/p>\n

6. The Product Roadmap Pit Stops You\u2019re Excited About<\/h2>\n

Many pitch decks will offer a look ahead to forthcoming versions of a product, which could either be major new releases or more incremental updates. Get personal about what you think will make the audience want to start their journey with you, even if it\u2019s just a minor change that could make them more successful in achieving their objectives. <\/p>\n

7. How Your Firm Sees The World <\/h2>\n

Yes, you\u2019re trying to sell something, but how does the work you\u2019re doing — and the work you could be doing with your audience — speak to the higher purpose of your brand? How does what you\u2019ve done to date, and what your plans are, align with the vision and values of the organization? This can matter more to customers and prospects than you think. <\/p>\n

8. What You\u2019ll Send Afterwards<\/h2>\n

The slide deck should be, by design, incomplete. That\u2019s because you\u2019re starting or continuing a longer-term buying conversation that could be fortified though additional information. This could include a white paper you think would help them address some technical concerns, an infographic that simplifies what they\u2019ve just heard for the benefit of their boss, or an invite to a webinar where they\u2019ll be able to hear first-hand from companies like their own. This is a great technique because it serves as an \u201caction item\u201d on your end, and also provides a reasonable excuse for following up afterwards.<\/p>\n

There\u2019s one bonus thing you can always do rather than read off slides, of course: ask your audience questions, check in with what resonates (or doesn\u2019t) with what you\u2019re presenting, or seeing whether you should jump ahead in your slides or back to something that might not have been understood the first time around.<\/p>\n

Strike the right balance in this area, and customers will see that you\u2019re not just a walking, talking add-on to a slide deck. You\u2019re a sales rep with something to say, and the slides become just an extra reason to focus on the message. <\/p>\n

\"4<\/img><\/a> <\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

When the temptation to default into \u201creading mode\u201d rears its head, try some of these tactics and turn the meeting back into a real conversation<\/p>\n","protected":false},"author":1,"featured_media":2467,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[4],"sf_content_type":[],"coauthors":[2],"class_list":["post-2465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-sales"],"yoast_head":"\n8 Things Sales Reps Can To Do To Avoid Reading From Their Slide Deck - Salesforce<\/title>\n<meta name=\"description\" content=\"When the temptation to default into \u201creading mode\u201d rears its head, try some of these tactics and turn the meeting back into a real conversation\" \/>\n<meta name=\"robots\" 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