Why Your Sales Presentation Is a Bit Different from Your Company Presentation
Many companies have them: presentations that include everything you need to know about the company. The vision. The mission. The history. The entire portfolio. Beautiful client logos and core values in five colors. The company presentation.
But what happens when Sales brings this deck to a prospect meeting? Exactly. Absolutely nothing.
Sales needs focus, not completeness.
A company presentation is intended to inform. But sales presentations have a different goal: to persuade. And that requires a different approach.
Sales needs focus, not completeness.
Yet we often see the company presentation being used as the starting point for sales. The result:
Too much “us”, too little “them”
No logical structure leading to a decision
Too much mixed information, not aligned with the prospect’s situation
What Makes a Sales Presentation Different?
A strong sales presentation:
Is built around the target audience: what’s going on at the client’s end? Where are the challenges?
Tells a structured story: from recognition to solution to action
Shows only what is relevant: less is more. Too much information works against you
Drives action: a follow-up meeting, demo, or proposal. Not just “thanks for your time”
In short: it’s not about your story, but your customer’s.
Write the Way You Speak
Where a company presentation often uses formal management language, a sales presentation should be personal and direct.
Write as if you're sitting across from your prospect
Leave room for interaction and questions
Use language that fits the customer, not your internal organization
In Closing
A strong company presentation is valuable. But use it for its intended purpose. And in addition, develop a sales presentation tailored to the person on the other side of the table.
