In the course of my work, I have examined more than 100,000 sales and marketing presentations to pinpoint the essential traits of the best presenters. I’ve discovered that the information in your sales deck you shouldn’t include is just as crucial as the information you should. Ultimately, I’ve developed 10 data-driven suggestions for what not to include that will enable you to better understand the B2B buying process.
1. Purely static content
Static content is great for your website’s homepage and other pages that don’t have a lot of scrolling. It’s also great for your sales deck because it won’t distract from the information you want to share. However, if you want your site to be dynamic, avoid putting all your sales material in static content.
2. Generic pitch
To make your business stand out, you need to come up with a great pitch. However, many entrepreneurs put too much emphasis on their sales decks and neglect the basics of communication. Here are 3 tips for crafting a great pitch without resorting to gimmicks:
- Stick to the basics. Make sure that your pitch is easy to understand and doesn’t require a lot of explanation. Keep it simple, and don’t over-complicate things.
- Avoid jargon or industry-specific terms. While it may be tempting to use terms specific to your industry, this can actually hurt your chances of success. Anyone can understand what you’re saying, regardless of their knowledge of your field.
- Be credible and relatable. People are more likely to listen if they feel like they can connect with you and your message.
3. Walls of text or complex diagrams
A lot of people put their whole sales deck in the first few pages of their document. While this might seem like a good idea at first, it’s actually one of the worst things you could do. Your readers will quickly become bored and lose interest. Instead, try to keep your sales deck to a minimum and focus on explaining your product in more detail.
If you want to illustrate your points with diagrams or a wall of text, make sure that they’re easy to read and don’t require too much concentration from your reader to understand what you’re trying to say. This way, they can easily skim through the document if they have any questions about it later on.
4. Too much information
Too much information can kill your sales deck.
When you’re creating your sales deck, keep in mind that not all of the data is necessary for potential buyers to understand. Remove any irrelevant information and focus on the most important points. This will help make your pitch more concise and easier to follow.
Keep in mind, too, that not everyone will have the time or inclination to read through a lengthy sales deck. Make sure you focus on key messages and key points so that your message is effectively communicated to those who are interested in hearing it.
By following these tips, you’ll create a strong sales deck that will help you close more deals.
5. Sending more than one deck at a time
When you’re creating your sales deck, it’s important to avoid putting in too many decks. Sending more than one deck at a time can be overwhelming and confusing for the person reviewing them. Make sure each deck is focused and covers a specific topic. Also, keep in mind that not all potential clients will be able to review your decks promptly. Choose the right channels for distribution and make sure you follow up with interested clients.
6. Too much professional lingo
Too much professional lingo can make your sales deck difficult to read. Avoid using jargon unless you are absolutely sure that the person you are pitching to understands it. If you must use specific terms, explain them in a sentence or two after the sentence where you use them. For example, “I would like to discuss your pricing strategy with you” would be better written as “Can we discuss your pricing strategy?”
Keep sentences concise and to the point. Try not to use more than one word when a one-word phrase will do. For example, “I’m interested in hearing more about your company” could be rephrased as “Would you like to share more about your company?” This will make your presentation easier to follow and understand.
7. Inconsistent colors and fonts
Sales teams are always looking for ways to differentiate their products from the competition. One way to do this is through the use of inconsistent colors and fonts in your presentation. Although it may seem like a small detail, using mismatched elements can quickly distract viewers and make your deck look amateurish.
Inconsistent color and font choices can also create confusion for viewers. For example, if you have blue text on a green background, it will be difficult for viewers to read. This type of inconsistency can also lead to viewer fatigue – they may start to feel overwhelmed by all the different colors and fonts in a presentation.
So, whether you’re trying to create a unique appearance or just want your deck to be more readable, using consistent colors and fonts will likely improve your presentation overall.
8. Claims without data
It is important to make sure your data supports your claims before putting them in your sales deck. If you do not have the evidence to back up your claims, it can be difficult for potential investors or clients to trust what you are saying. Making sure your data is accurate and up-to-date is crucial when presenting a claim.
9. Data without a narrative
There’s a growing trend among startups and entrepreneurs to eschew narratives in favor of data. But is this really the right approach?
Yes, data without a narrative can be incredibly valuable. But it can also be unengaging and difficult to understand. To make your data more engaging, you need to provide a story or context that helps people understand what it means and how it can help them.
When you avoid putting in your sales deck a narrative, you’re allowing yourself to focus on the data itself. This makes it easier for you to find the insights that are relevant to your business, but it also makes sure that everyone who encounters your data can understand it.
10. Thank you slide
Don’t put your sales deck iona the slide. Slides are for data, not for selling. They’re a visual representation of your information, not the information itself. Make your slides interactive and encouraging – people will be more likely to listen to what you have to say if they’re drawn in by your presentation.
