In business to business (b2b) sales there are basically two types of presentations. The first presentation is the capabilities presentation and the second is the proposal presentation. Understanding what goes into both of these presentations is vital to being effective in the sales process. In this article we are going to explore the capabilities presentation.
Before we get into the capabilities presentation, we need to understand the context of why this type of presentation is so important. This means we need to understand the buying process that a prospect goes through before they make a decision to buy your product or service.
In the buying process the prospect goes through four steps. First, they buy you. Then, they buy your company. Next, they buy your product. Lastly they buy the investment for your product. The capabilities presentation fits into the second step of the buying process which is buying your company.
The capabilities presentation is more of a generic type of presentation. You could create a totally customized capabilities presentation for large prospects where it is worth the time and effort. Generally though, the capabilities presentation will be the same for most of your prospects with small "tweaks" that give it a customized feel for each prospect.
What you want to include in the presentation is information about your company. In your presentation, include a historical overview, types of products and services, company vision, company values, and company philosophy just to name a few items. You will also want to include case studies. If you develop several case studies from several industries you can chose which ones to use that you think would resonate well with your prospect. Be sure to include a brief bio of your experience and expertise.
When you present your capabilities presentation to your prospect, the main thing to keep in mind is you want the presentation to be conversational. You do not want to dominate the presentation where you are the only one doing the talking. You want to ask questions that bring your prospect into a dialogue with you.
Some good questions to initiate a conversation are: "In what ways do you see that our values mesh with your values?" Another question could be: "What experience have you had with companies that are similar to ours?" In preparation for your presentation write down the questions that you would like to ask your prospect. Taking the time to prepare the questions in advance will improve the quality of the meeting.
In summary, your capabilities presentation is a key to earn the right to continue in the sales process. It helps you to build your credibility and the creditability of the organization you represent. Follow the tips above and you will be effective in delivering your presentation.
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