CEO Presentations: Keys to Effective B2B Sales Presentations

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Let’s talk about how to build a CEO presentation if you are a service provider. All B2B companies have a standard credentials presentation, introducing the company and its services. This is what is presented at a first meeting with potential clients. So far, so good. But the purchasing decision of companies is made in a collegial manner, that is, with the participation of several people. There may be one or more managers who influence the decision, such as the finance manager, and in case of high-cost purchases, the owner or the general manager. If we sell specialized services that the company has never bought before, this is more likely. Most of the time, the final decision-makers do not attend the first presentation.

Therefore, our presentation of credentials must be very australia whatsapp mobile phone number list executive and have a high managerial impact, so that it can be understood and convince someone who has not heard it. The natural tendency is to focus on the technical aspects of the service, but a general manager will not understand detailed specifications or graphics that are not designed for his level. He will not study it: he will glance at it.

Keys to a CEO presentation that builds trust
In order for our commercial proposal to sell our know-how and generate trust in our company without any explanation, we must:

• Avoid ANY use of overly technical terms that may confuse someone who does not know much about our type of services. Yes, it is essential to put a note below. Do not include tables with small print containing too much information or graphics that are difficult to understand.

• Include concrete benefits that will grab the attention of a general manager: increased sales, reduced costs, reduced risks, etc. It is not enough to simply list the benefit. We need to briefly explain how our solution will achieve it. The responsibility of demonstrating and making the benefits credible is OURS, not the manager's who is interested in buying from us.



• Include one or two slides with success stories in our presentation for CEOs. Tests sell more than promises. Ideally, one should be with a company in the same sector as the potential client. If we don't have one, we can use examples of the application of our solution in a company in the same sector in another country. Always with quantitative data and in a very executive way: Problem, Solution (ours) and Results. You can add the photo of the manager with whom you interact for that service and add a brief quote or the logo of the company if it is large and well-known.

• Texts must be written clearly and precisely. This is easy to say, but very difficult to do. Good sales writing is not easy. You should avoid clichés (“strategic partner,” “customer-focused,” “360-degree solution”) that are so overused that they do not contribute anything; rather, they detract. Like a sculptor polishing his work, texts must be constantly polished as we notice phrases that are not understood during sales presentations.