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Founding Sales Decks
Sales decks that close business.
This slide is here because SlideShare doesn’t allow hyperlinks in the first three slides.
https://twitter.com/foundingsales
Enjoy this cat picture while I increment the slide count….
As is this one….sorry...don’t know why they do that...
https://twitter.com/foundingsales
Sorry. The links are important, which is why I’m doing this....
Pete Kazanjy - Product Marketer / Product Manager turned Sales Leader
Twitter: @kazanjy
(Find me on LinkedIn too.)
Founder of
Acquired (‘14) by
Writing
@foundingsales
- First “rep” (founder turned rep)
- First “sales manager”
- First “VP of Sales”
- 20 sales reps ; 20 CS reps
- New Product Sales Leader
- 800 sales reps

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Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy. To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/

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Y Combinator Pitch Deck designed by Zlides
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Want to watch Pete present this deck live? Video below...
https://twitter.com/foundingsales
Link to video recording of live presentation.
There are a bunch of ways founders screw up their sales decks.
Sales Decks are Broken!
(Not really)
This presentation is an adaption of a chapter on Sales Decks
from Founding Sales. (As excerpted on First Round Review)
https://twitter.com/foundingsales
Your fundraising pitch is not your sales pitch.
Fundraising materials are for selling a piece of your company.
Sales materials are for selling your solution to a prospect who cares.
https://twitter.com/foundingsales
Demos are great, but not sufficient.
Demos are great...for demonstrating features. But they’re just one part of the sales presentation.
“We just do demos.”
https://twitter.com/foundingsales

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What is the sales deck for?
Goal of a sales deck: Visually
and textually present your sales
narrative to your ideal customer
in a way that convinces them to
buy your solution.
https://twitter.com/foundingsales
Responses to Common Founder Objections
https://twitter.com/foundingsales
● It doesn’t have to be beautiful.
● It doesn’t have to be comprehensive.
● It doesn’t have to take a ton of time.
Realities
https://twitter.com/foundingsales
● Like your product, start MVP.
● It will change / grow over time.
● Something is better than nothing.
Founding Sales Decks - Your Sales Narrative, Weaponized
https://twitter.com/foundingsales
● The Problem and who has it
● Cost of the Problem
● Existing Solutions & their Challenges
● What has changed
● How your solution works
● Quantitative Proof
● Qualitative Proof
● Company-centric Proof
● Why this will be so easy
(Customer Success)
● Pricing
● Appendix
http://firstround.com/review/To-Build-An-Amazing-Sales-Team-Start-Here-First/
(Google “First Round sales narrative - put it in Pocket ; )
(Also, example TalentBin master deck here)
The major components of your deck

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Founding Sales Decks - Some examples we’ll use
https://twitter.com/foundingsales
Recruiting automation software
for technical recruiters.
Simple financing for eCommerce
providers and their customers.
Job-posting optimization software.
Sales-centric mobile email and
CRM client.
Recruiting branding automation
and SEO software.
Recruiting agency revenue
acceleration.
Founding Sales Decks - The Problem and Who Has It
https://twitter.com/foundingsales
● Start at the beginning. Helps with qualification.
● Can be “fractal” structured - subcomponents.
● Teeing up the issues your solution addresses (via features)
● Can address multiple types of pains (user vs. managers)
● Can be inductive or deductive in approach. I like to go both ways.
The Problem and Who Has It
Founding Sales Decks - The Problem and Who Has It
https://twitter.com/foundingsales
That’ll get your attention!
● Very clear. Sales people not
selling.
● Includes sub-pains: CRM
updates, prep, follow up.
● Hints at opportunity cost: close
rates, etc.
● Could have a sales manager
slide to follow this (Pain points
of another constituency).
Founding Sales Decks - The Problem and Who Has It
https://twitter.com/foundingsales
● Frame all the issues that could be
addressed in a holistic manner.
● Teeing up the specific
subcomponents we’re going to
address. (Top, middle, bottom)
● Fractal approach to slide creation:
zoom in, zoom out.
Overarching example of business pain.

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Founding Sales Decks - The Problem and Who Has It
Subcomponents of business
pain, “zoomed in.”
https://twitter.com/foundingsales
● Detail of the second layer of
the problem statement -
crappy jobs page.
● Problem statement call out.
● This should probably be the
second detail slide, not first.
Founding Sales Decks - The Problem and Who Has It
Subcomponents of business
pain, “zoomed in.”
https://twitter.com/foundingsales
● Takes the broader framing,
and dives in.
● This is a detail problem
case from the first layer in
the first slide.
● Calls out the pain point -
prevent click through, drag
on recruiting spend.
● Probably should be the
first “detail” slide, right?
Founding Sales Decks - The Problem and Who Has It
“Zoomed in” unit pain
https://twitter.com/foundingsales
● Another detail pain, on the other
side of the Google results.
● OK callout.
● Probably could speak to user
frustration here, “Why be held
hostage?”
● Could probably speak to the
implications of “letting worst
employees tell story” =>
reduced applies, misplaced job
expectations.
Founding Sales Decks - The Problem and Who Has It
https://twitter.com/foundingsales
“Zoomed Out” Rollup pain
● Roll up the implications of
these unit pains. “Let’s bring it
all home.”
● Summary of implications of unit
pains. “Call and response”
approach. Very gospel-style ; )
● Beginning indications of ROI
metrics at bottom of rollup pain.

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Founding Sales Decks - The Problem and Who Has It
Core driver of the problem case - varied per case.
https://twitter.com/foundingsales
Founding Sales Decks - The Problem and Who Has It
“Zoomed in” implications of problem
case.
https://twitter.com/foundingsales
● Detail proof of the abstract problem
root cause described in prior slide.
● Explanation in sub-headline.
● Good specific comparison of good
and bad cases.
● Add a little comedy. Why not!
Founding Sales Decks - The Problem and Who Has It
“Zoomed in” implications of problem.
https://twitter.com/foundingsales
● Knock-on implication of previous
pain.
● Good callouts of bad, worse, worst
implications
● Both rollup stats and unit examples.
Founding Sales Decks - The Problem and Who Has It
https://twitter.com/foundingsales
Extension of first type of business pain.
● Proof of the implications of one of
the core pains.
● “Do you find you have this issue?”
● Could have better callouts. Relies
a lot on presenter comment.

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Founding Sales Decks - The Problem and Who Has It
Extension of first type of business pain.
https://twitter.com/foundingsales
● Rollup “zoom out” of that previous
implication.
● Third party data source as
validator / benchmark.
● Sneaky color usage.
Founding Sales Decks - The Problem and Who Has It
Anecdata can be helpful too.https://twitter.com/foundingsales
Founding Sales Decks - The Cost of the Problem
https://twitter.com/foundingsales
● Get to the nuts and bolts, dollars and cents.
● Document the costs or opportunity costs of the pain point.
● Should correlate to the pain points you discussed - cost per each.
● Generalities can be good, but per-unit costs can be good too.
● In the absence of costs, can use proxies.
● Make it as easy as possible to make personal to prospect.
The Cost of the Problem
Founding Sales Decks - The Cost of the Problem
https://twitter.com/foundingsales
● This is where we frame the pain
points we will say our solution
fixes.
● Make sure to tease out the
individual pain points.
● Later we’ll correlate our solution
and its features to resolving
these costs (or opportunity
costs).

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Founding Sales Decks - The Cost of the Problem
https://twitter.com/foundingsales
Indicating the magnitude of pain and likelihood of resolution.
Founding Sales Decks - Existing solutions and their challenges
https://twitter.com/foundingsales
● Touchy topic. Don’t want to bring in competitors per se.
● But helpful to frame off of industry standards.
● “X is broken” does not count. That’s lazy.
● Can be actual products that are in-market, but can be services /
internal behaviors, too.
Existing Solutions and their Challenges
Founding Sales Decks - Existing solutions and their challenges
https://twitter.com/foundingsales
Quantitative indicators.
● Enumerate quantitative measures of
the shortfall. (e.g., search results,
response rates, etc.)
● Correlate those quantitative /
qualitative shortfalls to the buckets of
pain points.
● Can do so for each of the “standards”
or a rollup of them.
Founding Sales Decks - Existing solutions and their challenges
https://twitter.com/foundingsales
Qualitative indicators.

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Founding Sales Decks - What has changed
https://twitter.com/foundingsales
● What changed to create and scale this problem?
● What changed to enable this new sorcery?
● Visualization / data / etc.
● Helps with “Why now?”
What has changed?
Founding Sales Decks - What has changed
Overarching Change Examples
https://twitter.com/foundingsales
Founding Sales Decks - How the solution works
https://twitter.com/foundingsales
● Fractal model of messaging buckets & supporting features.
● Tie to messaging buckets of pain.
● Not a demo (do the demo), but can stand in.
● Conceptual visualizations. Feature Visualizations.
● Screenshots / Animated Gifs of actual product.
● Features and correlated proof points.
How our Solution Works
Founding Sales Decks - How the Solution Works
Concept Visualization
https://twitter.com/foundingsales
● Conceptual representation of how
the solution works.
● Nail the concept so everything else
that follows has a solid bedrock.
● Visual and textual explanation.
● Visual unit proof example.

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Founding Sales Decks - How the Solution Works
Current World v. New World
https://twitter.com/foundingsales
● Visual comparison to something that
the user likely already knows.
● “See, we’re like this well known and
solid thing, but in this different way!”
Founding Sales Decks - How the Solution Works
Overarching “story” and chapters Sub-chapter (“Zoomed in”)
https://twitter.com/foundingsales
“Fractal” approach
Founding Sales Decks - How the Solution Works
“Chapter” detail with value props.
https://twitter.com/foundingsales
● Aggregation of screenshots that tell a
story.
● Good value prop callouts.
● ROI arguments.
● Conceptual visual, too. “Oh, I get it.
Multiple mails. Nice.”
Founding Sales Decks - How the Solution Works
Chapter detail (mediocre value prop use!)
https://twitter.com/foundingsales
● Can be as simple as a screenshot and
header.
● Though probably better handled in
Demo.
● But in a pinch, and can be used in
Appendix.

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Founding Sales Decks - How the Solution Works
Concept Visualization
https://twitter.com/foundingsales
● Flow charting can cut two ways.
Avoid too much complexity, but with
simplicity can be great.
● Great call out at the top “Looks like a
credit card” (comparison to something
that is well known and known-good.)
Founding Sales Decks - How the Solution Works
https://twitter.com/foundingsales
Feature Visualization
● Conceptual visualization of a
feature.
● Hybrid of screenshot approach
and conceptual approach (nice if
you have design resources!)
● But could be done in a more
MVP way too, and be ok.
Founding Sales Decks - How the Solution Works
Quasi-demo
https://twitter.com/foundingsales
● If your product is fairly simple, you
can have a quasi demo.
● Better of course to do a true demo,
but good for a takeaway (show the
boss), or if your product craps out
during demo.
Founding Sales Decks - How the Solution Works
https://twitter.com/foundingsales
● Demo that is heavily customized to the
client.
● “Offline demo” slides if you are without
network / don’t have time.
● But don’t do both! Hooboy, that would be
repetitive and boring! : )
● More on demo scripts here: http:
//firstround.com/review/here-are-the-
scripts-for-sales-success-emails-calls-
and-demos-that-close-deals/
Google “First Round Demo Script”
Demo

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Founding Sales Decks - Quantitative Proof of a Better Solution
https://twitter.com/foundingsales
● ROI proof (in dollars and cents), tying back to cost of
business pain (prior section)
● ROI precursors if $$$ ROI proof isn’t there.
● Correlate to your features (which were correlated to pain
points, right?)
Quantitative Proof of a Better Solution
Founding Sales Decks - Quantitative Proof of a Better Solution
● Points back to the numbers that your
narrative framed caring about.
● Ideally closest to the money.
● Can be blinded, but nice if it has a
name on it.
● In this case, could be nice to tie to
value outputs. Reduced media
spend, reduced staffing agency fees.
https://twitter.com/foundingsales
Founding Sales Decks - Quantitative Proof of a Better Solution
● Example of pure monetary outcomes,
with specifics.
● Great ROI callouts.
● Humanizes it. Can be blinded or can be
identified. You can speak to more info.
● Make it easy for them to model that ROI
proof onto their situation. (“OK, so I have
X many widgets…”)
● This could be better with “HIRABL will
drive around $10k in recovered fees per
recruiter, per year.”
https://twitter.com/foundingsales
Blinded ROI proof points
Founding Sales Decks - Quantitative Proof of a Better Solution
https://twitter.com/foundingsales
Can be ROI precursor data, too.
● What are the precursors to ROI for
you solution?
● Compare the status quos / industry
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Founding Sales Decks - Quantitative Proof of a Better Solution
https://twitter.com/foundingsales
Richer ROI precursor “Model”
● This is a little busy, but it’s detailed.
● An “ROI model” addressing key
business actions taken by users.
● Great for sending along later for “the
boss” to read.
● Good “Greek” and “Russian” material.
Founding Sales Decks - Quantitative Proof of a Better Solution
https://twitter.com/foundingsales
Aggregated customer results can
be good too.
● Show them what will happen for
them, based on the aggregation of
what has happened to those who
have come before.
● Again, boil it down to the units of
output. Ideally with a rough takeaway
metric.
● E.g., “For every million dollars in
annual revenue, Affirm will drive
around $100k of additional spend.”
Founding Sales Decks - Qualitative Proof of a Better Solution
https://twitter.com/foundingsales
● Stories
● Reputation issuers
● Appeal to authority
Qualitative Proof of a Better Solution
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● Testimonials correlated to value
props. Ideally with #s.
● Focus on your key segments and
verticals.
● Write it for them. Make them sound
awesome. Send them a gift card.
● Doesn’t have to be a “success story”,
but can be.
● Pull out the $$$. This one would be
better with that information.
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Anecdata!
Founding Sales Decks - Qualitative Proof of a Better Solution
● Press Mentions: These folks pay
attention to you.
● Analyst Coverage: They pay
attention to you.
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● Awards: You can apply for these.
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common case, but maybe.
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Why this will be so easy.
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these promises before.
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for me?
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solved?
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● Systematized: Is this already
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of your staff.
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decisionmakers?
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https://twitter.com/foundingsales
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(Like with fundraising)
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slide.
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together into “custom deck”, and later
for one-off emails.
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that apply to 10% of user base.
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deck, but have available.
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Founding Sales Decks - Your Sales Narrative, Weaponized
https://twitter.com/foundingsales
● The Problem and who has it
● Cost of the Problem
● Existing Solutions & their Challenges
● What has changed
● How your solution works
● Quantitative Proof
● Qualitative Proof
● Company-centric Proof
● Why this will be so easy
(Customer Success)
● Pricing
● Appendix
http://firstround.com/review/To-Build-An-Amazing-Sales-Team-Start-Here-First/
(Google “First Round sales narrative - put it in Pocket ; )
(Also, example TalentBin master deck here)
The major components of your deck
Pete Kazanjy - Product Marketer / Product Manager turned Sales Leader
@kazanjy on Twitter
(Find me on LinkedIn too /
petekazanjy@stanfordalumni.org )
Writing
@foundingsales

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Sales Decks for Founders - Founding Sales - December 2015

  • 1. Founding Sales Decks Sales decks that close business.
  • 2. This slide is here because SlideShare doesn’t allow hyperlinks in the first three slides. https://twitter.com/foundingsales Enjoy this cat picture while I increment the slide count….
  • 3. As is this one….sorry...don’t know why they do that... https://twitter.com/foundingsales Sorry. The links are important, which is why I’m doing this....
  • 4. Pete Kazanjy - Product Marketer / Product Manager turned Sales Leader Twitter: @kazanjy (Find me on LinkedIn too.) Founder of Acquired (‘14) by Writing @foundingsales - First “rep” (founder turned rep) - First “sales manager” - First “VP of Sales” - 20 sales reps ; 20 CS reps - New Product Sales Leader - 800 sales reps
  • 5. Want to watch Pete present this deck live? Video below... https://twitter.com/foundingsales Link to video recording of live presentation.
  • 6. There are a bunch of ways founders screw up their sales decks. Sales Decks are Broken! (Not really) This presentation is an adaption of a chapter on Sales Decks from Founding Sales. (As excerpted on First Round Review) https://twitter.com/foundingsales
  • 7. Your fundraising pitch is not your sales pitch. Fundraising materials are for selling a piece of your company. Sales materials are for selling your solution to a prospect who cares. https://twitter.com/foundingsales
  • 8. Demos are great, but not sufficient. Demos are great...for demonstrating features. But they’re just one part of the sales presentation. “We just do demos.” https://twitter.com/foundingsales
  • 9. What is the sales deck for? Goal of a sales deck: Visually and textually present your sales narrative to your ideal customer in a way that convinces them to buy your solution. https://twitter.com/foundingsales
  • 10. Responses to Common Founder Objections https://twitter.com/foundingsales ● It doesn’t have to be beautiful. ● It doesn’t have to be comprehensive. ● It doesn’t have to take a ton of time.
  • 11. Realities https://twitter.com/foundingsales ● Like your product, start MVP. ● It will change / grow over time. ● Something is better than nothing.
  • 12. Founding Sales Decks - Your Sales Narrative, Weaponized https://twitter.com/foundingsales ● The Problem and who has it ● Cost of the Problem ● Existing Solutions & their Challenges ● What has changed ● How your solution works ● Quantitative Proof ● Qualitative Proof ● Company-centric Proof ● Why this will be so easy (Customer Success) ● Pricing ● Appendix http://firstround.com/review/To-Build-An-Amazing-Sales-Team-Start-Here-First/ (Google “First Round sales narrative - put it in Pocket ; ) (Also, example TalentBin master deck here) The major components of your deck
  • 13. Founding Sales Decks - Some examples we’ll use https://twitter.com/foundingsales Recruiting automation software for technical recruiters. Simple financing for eCommerce providers and their customers. Job-posting optimization software. Sales-centric mobile email and CRM client. Recruiting branding automation and SEO software. Recruiting agency revenue acceleration.
  • 14. Founding Sales Decks - The Problem and Who Has It https://twitter.com/foundingsales ● Start at the beginning. Helps with qualification. ● Can be “fractal” structured - subcomponents. ● Teeing up the issues your solution addresses (via features) ● Can address multiple types of pains (user vs. managers) ● Can be inductive or deductive in approach. I like to go both ways. The Problem and Who Has It
  • 15. Founding Sales Decks - The Problem and Who Has It https://twitter.com/foundingsales That’ll get your attention! ● Very clear. Sales people not selling. ● Includes sub-pains: CRM updates, prep, follow up. ● Hints at opportunity cost: close rates, etc. ● Could have a sales manager slide to follow this (Pain points of another constituency).
  • 16. Founding Sales Decks - The Problem and Who Has It https://twitter.com/foundingsales ● Frame all the issues that could be addressed in a holistic manner. ● Teeing up the specific subcomponents we’re going to address. (Top, middle, bottom) ● Fractal approach to slide creation: zoom in, zoom out. Overarching example of business pain.
  • 17. Founding Sales Decks - The Problem and Who Has It Subcomponents of business pain, “zoomed in.” https://twitter.com/foundingsales ● Detail of the second layer of the problem statement - crappy jobs page. ● Problem statement call out. ● This should probably be the second detail slide, not first.
  • 18. Founding Sales Decks - The Problem and Who Has It Subcomponents of business pain, “zoomed in.” https://twitter.com/foundingsales ● Takes the broader framing, and dives in. ● This is a detail problem case from the first layer in the first slide. ● Calls out the pain point - prevent click through, drag on recruiting spend. ● Probably should be the first “detail” slide, right?
  • 19. Founding Sales Decks - The Problem and Who Has It “Zoomed in” unit pain https://twitter.com/foundingsales ● Another detail pain, on the other side of the Google results. ● OK callout. ● Probably could speak to user frustration here, “Why be held hostage?” ● Could probably speak to the implications of “letting worst employees tell story” => reduced applies, misplaced job expectations.
  • 20. Founding Sales Decks - The Problem and Who Has It https://twitter.com/foundingsales “Zoomed Out” Rollup pain ● Roll up the implications of these unit pains. “Let’s bring it all home.” ● Summary of implications of unit pains. “Call and response” approach. Very gospel-style ; ) ● Beginning indications of ROI metrics at bottom of rollup pain.
  • 21. Founding Sales Decks - The Problem and Who Has It Core driver of the problem case - varied per case. https://twitter.com/foundingsales
  • 22. Founding Sales Decks - The Problem and Who Has It “Zoomed in” implications of problem case. https://twitter.com/foundingsales ● Detail proof of the abstract problem root cause described in prior slide. ● Explanation in sub-headline. ● Good specific comparison of good and bad cases. ● Add a little comedy. Why not!
  • 23. Founding Sales Decks - The Problem and Who Has It “Zoomed in” implications of problem. https://twitter.com/foundingsales ● Knock-on implication of previous pain. ● Good callouts of bad, worse, worst implications ● Both rollup stats and unit examples.
  • 24. Founding Sales Decks - The Problem and Who Has It https://twitter.com/foundingsales Extension of first type of business pain. ● Proof of the implications of one of the core pains. ● “Do you find you have this issue?” ● Could have better callouts. Relies a lot on presenter comment.
  • 25. Founding Sales Decks - The Problem and Who Has It Extension of first type of business pain. https://twitter.com/foundingsales ● Rollup “zoom out” of that previous implication. ● Third party data source as validator / benchmark. ● Sneaky color usage.
  • 26. Founding Sales Decks - The Problem and Who Has It Anecdata can be helpful too.https://twitter.com/foundingsales
  • 27. Founding Sales Decks - The Cost of the Problem https://twitter.com/foundingsales ● Get to the nuts and bolts, dollars and cents. ● Document the costs or opportunity costs of the pain point. ● Should correlate to the pain points you discussed - cost per each. ● Generalities can be good, but per-unit costs can be good too. ● In the absence of costs, can use proxies. ● Make it as easy as possible to make personal to prospect. The Cost of the Problem
  • 28. Founding Sales Decks - The Cost of the Problem https://twitter.com/foundingsales ● This is where we frame the pain points we will say our solution fixes. ● Make sure to tease out the individual pain points. ● Later we’ll correlate our solution and its features to resolving these costs (or opportunity costs).
  • 29. Founding Sales Decks - The Cost of the Problem https://twitter.com/foundingsales Indicating the magnitude of pain and likelihood of resolution.
  • 30. Founding Sales Decks - Existing solutions and their challenges https://twitter.com/foundingsales ● Touchy topic. Don’t want to bring in competitors per se. ● But helpful to frame off of industry standards. ● “X is broken” does not count. That’s lazy. ● Can be actual products that are in-market, but can be services / internal behaviors, too. Existing Solutions and their Challenges
  • 31. Founding Sales Decks - Existing solutions and their challenges https://twitter.com/foundingsales Quantitative indicators. ● Enumerate quantitative measures of the shortfall. (e.g., search results, response rates, etc.) ● Correlate those quantitative / qualitative shortfalls to the buckets of pain points. ● Can do so for each of the “standards” or a rollup of them.
  • 32. Founding Sales Decks - Existing solutions and their challenges https://twitter.com/foundingsales Qualitative indicators.
  • 33. Founding Sales Decks - What has changed https://twitter.com/foundingsales ● What changed to create and scale this problem? ● What changed to enable this new sorcery? ● Visualization / data / etc. ● Helps with “Why now?” What has changed?
  • 34. Founding Sales Decks - What has changed Overarching Change Examples https://twitter.com/foundingsales
  • 35. Founding Sales Decks - How the solution works https://twitter.com/foundingsales ● Fractal model of messaging buckets & supporting features. ● Tie to messaging buckets of pain. ● Not a demo (do the demo), but can stand in. ● Conceptual visualizations. Feature Visualizations. ● Screenshots / Animated Gifs of actual product. ● Features and correlated proof points. How our Solution Works
  • 36. Founding Sales Decks - How the Solution Works Concept Visualization https://twitter.com/foundingsales ● Conceptual representation of how the solution works. ● Nail the concept so everything else that follows has a solid bedrock. ● Visual and textual explanation. ● Visual unit proof example.
  • 37. Founding Sales Decks - How the Solution Works Current World v. New World https://twitter.com/foundingsales ● Visual comparison to something that the user likely already knows. ● “See, we’re like this well known and solid thing, but in this different way!”
  • 38. Founding Sales Decks - How the Solution Works Overarching “story” and chapters Sub-chapter (“Zoomed in”) https://twitter.com/foundingsales “Fractal” approach
  • 39. Founding Sales Decks - How the Solution Works “Chapter” detail with value props. https://twitter.com/foundingsales ● Aggregation of screenshots that tell a story. ● Good value prop callouts. ● ROI arguments. ● Conceptual visual, too. “Oh, I get it. Multiple mails. Nice.”
  • 40. Founding Sales Decks - How the Solution Works Chapter detail (mediocre value prop use!) https://twitter.com/foundingsales ● Can be as simple as a screenshot and header. ● Though probably better handled in Demo. ● But in a pinch, and can be used in Appendix.
  • 41. Founding Sales Decks - How the Solution Works Concept Visualization https://twitter.com/foundingsales ● Flow charting can cut two ways. Avoid too much complexity, but with simplicity can be great. ● Great call out at the top “Looks like a credit card” (comparison to something that is well known and known-good.)
  • 42. Founding Sales Decks - How the Solution Works https://twitter.com/foundingsales Feature Visualization ● Conceptual visualization of a feature. ● Hybrid of screenshot approach and conceptual approach (nice if you have design resources!) ● But could be done in a more MVP way too, and be ok.
  • 43. Founding Sales Decks - How the Solution Works Quasi-demo https://twitter.com/foundingsales ● If your product is fairly simple, you can have a quasi demo. ● Better of course to do a true demo, but good for a takeaway (show the boss), or if your product craps out during demo.
  • 44. Founding Sales Decks - How the Solution Works https://twitter.com/foundingsales ● Demo that is heavily customized to the client. ● “Offline demo” slides if you are without network / don’t have time. ● But don’t do both! Hooboy, that would be repetitive and boring! : ) ● More on demo scripts here: http: //firstround.com/review/here-are-the- scripts-for-sales-success-emails-calls- and-demos-that-close-deals/ Google “First Round Demo Script” Demo
  • 45. Founding Sales Decks - Quantitative Proof of a Better Solution https://twitter.com/foundingsales ● ROI proof (in dollars and cents), tying back to cost of business pain (prior section) ● ROI precursors if $$$ ROI proof isn’t there. ● Correlate to your features (which were correlated to pain points, right?) Quantitative Proof of a Better Solution
  • 46. Founding Sales Decks - Quantitative Proof of a Better Solution ● Points back to the numbers that your narrative framed caring about. ● Ideally closest to the money. ● Can be blinded, but nice if it has a name on it. ● In this case, could be nice to tie to value outputs. Reduced media spend, reduced staffing agency fees. https://twitter.com/foundingsales
  • 47. Founding Sales Decks - Quantitative Proof of a Better Solution ● Example of pure monetary outcomes, with specifics. ● Great ROI callouts. ● Humanizes it. Can be blinded or can be identified. You can speak to more info. ● Make it easy for them to model that ROI proof onto their situation. (“OK, so I have X many widgets…”) ● This could be better with “HIRABL will drive around $10k in recovered fees per recruiter, per year.” https://twitter.com/foundingsales Blinded ROI proof points
  • 48. Founding Sales Decks - Quantitative Proof of a Better Solution https://twitter.com/foundingsales Can be ROI precursor data, too. ● What are the precursors to ROI for you solution? ● Compare the status quos / industry standards.
  • 49. Founding Sales Decks - Quantitative Proof of a Better Solution https://twitter.com/foundingsales Richer ROI precursor “Model” ● This is a little busy, but it’s detailed. ● An “ROI model” addressing key business actions taken by users. ● Great for sending along later for “the boss” to read. ● Good “Greek” and “Russian” material.
  • 50. Founding Sales Decks - Quantitative Proof of a Better Solution https://twitter.com/foundingsales Aggregated customer results can be good too. ● Show them what will happen for them, based on the aggregation of what has happened to those who have come before. ● Again, boil it down to the units of output. Ideally with a rough takeaway metric. ● E.g., “For every million dollars in annual revenue, Affirm will drive around $100k of additional spend.”
  • 51. Founding Sales Decks - Qualitative Proof of a Better Solution https://twitter.com/foundingsales ● Stories ● Reputation issuers ● Appeal to authority Qualitative Proof of a Better Solution
  • 52. Founding Sales Decks - Qualitative Proof of a Better Solution ● Testimonials correlated to value props. Ideally with #s. ● Focus on your key segments and verticals. ● Write it for them. Make them sound awesome. Send them a gift card. ● Doesn’t have to be a “success story”, but can be. ● Pull out the $$$. This one would be better with that information. https://twitter.com/foundingsales Customer “stories”
  • 53. Founding Sales Decks - Qualitative Proof of a Better Solution https://twitter.com/foundingsales Anecdata!
  • 54. Founding Sales Decks - Qualitative Proof of a Better Solution ● Press Mentions: These folks pay attention to you. ● Analyst Coverage: They pay attention to you. ● Investors: You’re not going away. ● Awards: You can apply for these. https://twitter.com/foundingsales Company Reputation
  • 55. Founding Sales Decks - Qualitative Proof of a Better Solution ● Organizational Gravitas: Not the common case, but maybe. ● Funding / Investors: You’re not going away anytime soon. https://twitter.com/foundingsales Founding Narrative
  • 56. Founding Sales Decks - Qualitative Proof of a Better Solution ● Have all manner of segments and verticals ● Careful: They may know some of these folks. ● Don’t worry about permission to start. But bake it into MSA. ● But you can’t send it. ● Be careful of disappearing logos. https://twitter.com/foundingsales The “Logo” slide
  • 57. Founding Sales Decks - Why this will be so easy https://twitter.com/foundingsales ● Make it easy for them. ● Make it clear there is a roadmap. ● WIFM (What’s in it for me?) Why this will be so easy.
  • 58. Founding Sales Decks - Why this will be so easy ● Skepticism: They’ve seen these promises before. ● Work: Are you creating work for me? ● Systematized: Is this already solved? https://twitter.com/foundingsales Follow the yellow brick road
  • 59. Founding Sales Decks - Why this will be so easy ● Skepticism: They’ve seen these promises before. ● Work: Are you creating work for me? ● Systematized: Is this already solved? https://twitter.com/foundingsales Follow the yellow brick road
  • 60. Founding Sales Decks - Why this will be so easy ● Human face: Take advantage of your staff. ● WIFM: What’s in it for staff and decisionmakers? https://twitter.com/foundingsales Follow the yellow brick road
  • 61. Founding Sales Decks - Why this will be so easy https://twitter.com/foundingsales MVP!“Features” of “Why so easy!”
  • 62. Founding Sales Decks - Pricing https://twitter.com/foundingsales ● They’re going to ask. So have it. ● Keep It Simple, Stupid ● Peak “rack rate” - you’re going to discount Pricing Slides
  • 63. Founding Sales Decks - Pricing https://twitter.com/foundingsales
  • 64. Founding Sales Decks - Appendices https://twitter.com/foundingsales ● Objection slides. ● “Choose your own adventure” slides. ● Edge case slides. Appendices & General Points
  • 65. Founding Sales Decks - Appendices https://twitter.com/foundingsales Objection Handling ● Have an answer to every question. (Like with fundraising) ● Second time you hear it, make a slide. ● Great for time of presentation, pulling together into “custom deck”, and later for one-off emails.
  • 66. Founding Sales Decks - Appendices https://twitter.com/foundingsales Edge case features ● You will have questions / features that apply to 10% of user base. ● Don’t have to be in the main deck, but have available.
  • 67. Founding Sales Decks - Structured for Extensibility Bare bones vs. Fractal vs. Rich. https://twitter.com/foundingsales
  • 68. Founding Sales Decks - Structured for Extensibility Bare bones vs. Fractal vs. Rich https://twitter.com/foundingsales
  • 69. Founding Sales Decks - Structured for Extensibility Bare bones vs. Fractal vs. Rich https://twitter.com/foundingsales
  • 70. Founding Sales Decks - Production Value of Slides Production Value of Your Slides: Don’t worry about it, never gate content on production value. https://twitter.com/foundingsales
  • 71. Founding Sales Decks - Production Value of Slides Production Value of Your Slides: A little bit of shine can be nice. https://twitter.com/foundingsales Template Slides
  • 72. Founding Sales Decks - Content Management and Deployment Content Management and Deployment: Janky PPT Github; Clearslide / Docsend; Deck for Presenting, Deck for sending https://twitter.com/foundingsales
  • 73. Founding Sales Decks - Your Sales Narrative, Weaponized https://twitter.com/foundingsales ● The Problem and who has it ● Cost of the Problem ● Existing Solutions & their Challenges ● What has changed ● How your solution works ● Quantitative Proof ● Qualitative Proof ● Company-centric Proof ● Why this will be so easy (Customer Success) ● Pricing ● Appendix http://firstround.com/review/To-Build-An-Amazing-Sales-Team-Start-Here-First/ (Google “First Round sales narrative - put it in Pocket ; ) (Also, example TalentBin master deck here) The major components of your deck
  • 74. Pete Kazanjy - Product Marketer / Product Manager turned Sales Leader @kazanjy on Twitter (Find me on LinkedIn too / petekazanjy@stanfordalumni.org ) Writing @foundingsales