Sales · Sales Strategy

Best form of sales presentation to send out to prospective B2B customers?

Jaudat Ali Co-Founder GiFsports

November 28th, 2015

We've been engaged with a middleman who has access to B2B customers for our product. He'll be meeting with them in person in the coming month and wants us to prepare a sales presentation he can show them and get feedback.

I understand I don't have the advantage of being there in person in any form to get feedback first hand. What form of sales presentation would work best in this scenario?

Should I make a video presentation which is short and sweet and accompany with it a conventional pitch-deck/documentation detailing the finer points of the product and the business opportunity?

Rhea Allen President/CEO, Peppershock Media Productions, LLC

November 28th, 2015

Hi Jaudat, A mixture of a well produced, nicely done video during a pitch would be good, but keep in mind if you are on-camera it will require that audio is set up so you can hear it well and will need to be tested out ahead of time to ensure no technical difficulties are going to be experienced. We have produced several videos that are audio agnostic meaning if you don't have audio you can still see the text on screen, here is one we did for Oracle used to explain their product in the health sciences division. See here: Good luck! Rhea Allen Rhea Allen, M.B.A. President/CEO | Integrative Marketing Consultant Peppershock Media

Hugh Macfarlane Originator of "the buyer's journey", author of "The Leaky Funnel" and Founder & CEO of MathMarketing.

November 28th, 2015

Jaudat, certainly I would agree with JC that as the vendor it is your obligation to equip the sales people - whether your own or those of a reseller - with the tools they need to earn sales for you. Having said that, I would advise you to be very careful about the underlying assumption that you need a product pitch at all.

His 'contacts' are names, and not leads. That is, they have done nothing, yet, to indicate that they are looking for a solution from anyone, nor that they have a clear need, nor even that they have a gap / challenge / problem that needs solving by you or anyone. Pitching, whether by video or PPT, is premature in such circumstances.

What you need to build for your sales channel is some tool - whatever the medium - that helps your reseller to bring to the surface the problem that your solution fixes. Unless they can be troubled, they are not prospects. So the collateral you build needs to:
* describe enough of their likely situation so that you can strike a chord, then
* highlight probable gaps in this situation so that they can agree the need to some sort of change
* shape / influence their thinking on what it is that is needed such that your solution appears attractive

I would argue your 'pitch' or solution comes after that, and probably in the form of a tailored proposal which you should also help to prepare - at least in template form.

John Zhu Can help MVP development in exchange of sales expertise

November 28th, 2015

Jaudat, Just my opinion. I worked with various type of middlemen in the past. I found it is not productive when the middlemen only peddle their "contacts" and want you do all the preparation work. If the middlemen are serious about the sales, they should get to know your product/service, your propositions and messaging, and get these things together in his own sales kit. After all, they know the people, should know what is the best form of presentation which "clicks" with the specific contacts he/she has. Not you. You may be there to supply particular chart, a video clip etc, i.e. the content. If the middlemen say: "you need to give me everything", then you should try someone else, because you are likely to be disappointed. Good luck John

Peter Johnston Businesses are composed of pixels, bytes & atoms. All 3 change constantly. I make that change +ve.

November 29th, 2015

Now I'm assuming you're a modern company. You have a website with visitor tracking, leading potential customers straight into a whole host of content which draws them through all of the important points they need to cover when making a decision, materials they can share with their team, case studies and use cases which inspire them into how your product can be used and the value of a relationship with you.

I assume you also have co-created a host of partner materials when you trained their staff to understand and market your product, aligning your product with the other things they do for clients. And you have worked with them to create materials specific to their market sectors and approach, their pricing and support offer and their customer profile and connections.

Great. I'm glad you are a professional company.

So now what you need to do is work out what makes this client of theirs special. Do your homework. Profile the people concerned and what will make them interested in your partner and your company. See how your products fit with their needs. See what they are likely to be upgrading or migrating from and how you can ease that process. And dig in to identify the hidden decision makers and influencers which are key to every B2B decision.

Of course, if you haven't done all this work, get ready to lose to someone who has. You have some fast catching up to do to avoid that. Tell your partner to put off those meetings until you have a partner strategy in place to support them and training for them on how to present your product and build relationships. Turn your meeting into that training session. And give them all the support materials you should have prepared when you partnered with them in the first place.

Neil HereWeAre Want To find-close Business Online without competition Before They Google Search? We solve this problem 1(508)-481-8567

November 30th, 2015

Great conversation. I built all the tools needed for my dealers, distributors, manufacturer's reps they used to represent and sell for me.

Remember, these types have the great connections and the respect of the people in markets you need to reach but they are not pioneers. They also dont make money creating the presentations and tools needed to sell so you need to empower them with such tools.

Jaudat Ali Co-Founder GiFsports

November 29th, 2015

Thank you everyone for the input.

First things first, this isn't the conventional middleman relationship. They are indirect customers as well. The rights we need access to, the middle-party has already sold them off. We're just engaging with their clients through them, bringing business to both of them.

I plan to make a video presentation and supplement it with documentation. 

I'm also mulling over giving a live presentation, it has its risks and rewards. The biggest advantage would be listening to any objections there and then and working accordingly on the spot.

JC Niederberger Global Payments, Treasury & Risk Solutions

November 28th, 2015

Its a reasonable request. You should understand how your buyer consumes content and make that format available to them. A video is an exceptional tool for customer testimonials and to explain a dry topic with some nuance. It also will be consumed without direct salesperson involvement. PPT's are mostly worthless solely because people don't know how to present using them. They tend to read what the buyer can read for themselves. They are mostly of great use when your solution can be positioned via graphs, trends, etc. that beg discussion points. Sending it without personal intervention goes to the delete file. Last, there is the demo. If it is done smartly and less than 15 can be very persuasive.

Only the PPT needs person-to-person meeting,. The others can be done via teleconference...and if with qualified prospects...makes the F2F moot.

Matt Sims Chief Marketing Officer at OxCEPT

November 29th, 2015

Jaudat, I'm going to assume you've got the relationship with the middle man under control and try focus on the question you asked, which is what kind of presentation to use for the meeting.

I think you're on the right track with the video followed by a more traditional pitch deck.

Both of these are useful tools in this situation. The video allows you to completely control the message and how it's delivered. This way if all else fails with the middle man, you've at least delivered that message across the line with the prospect.

The deck will give your representative a chance to put their own words and style to your message. This is beneficial as the middle man assumably has some level of influence with the prospects, otherwise you wouldn't have engaged him to do this job, right?

Finally, some more tactical points. I'd host the video and the deck on Google docs or some other cloud based location, and have him present live from there. As it usually goes these presentations are being finessed and evolved continuously, and you want your rep to have the latest and best version at his fingertips.

Secondly, while I agree with Zheng that eventually your rep will know just how to deliver a perfectly crafted mix of materials, in the beginning of this relationship I'd recommend tightly creating and controlling it yourself. Only provide 'creative license' once it's earned through experience with your product.

Finally, unless there are some time zone (or WiFi) restrictions around the meeting, consider making yourself available at the end of the presentation for some Q&A via video chat. This will allow you to gauge the prospect's reaction to the rep's presentation, answer some of the harder questions, and most importantly, give you a chance to show your rep how YOU sell the solution. Fastest way for him to learn the right way to do it.

Hope this helps, good luck!


Ruslan Suvorov 17+ Years in Enterprise Sales and Business Development in $700M+ of Investment Projects

December 20th, 2015

"..make a video presentation which is short and sweet and accompany with it a conventional pitch-deck/documentation detailing the finer points of the product and the business opportunity.." - sounds just right. But see how much time you have and if you need to prioritize as each of them will be very resource consuming.

Preparing them is an intense talk, but once done right they will then do a great job for you many times down the road. So good luck!