Structuring around the customer's situation

Many sales presentations follow the seller's structure: who we are, what we do, our products, our references. Customers find it easier to follow a structure built around their own situation.

A simple customer-centred flow is: their situation and goals as you understand them; the challenges and what they cost; options for addressing them; how your approach works for them; and the decision and next steps. Open by checking your understanding: "Here is what we heard in our last conversation — is this still accurate?" This shows you listened and lets them correct you early.

Keep it short. Online attention is limited, so plan for a presentation of around 20 minutes in a 45-minute meeting, leaving room for discussion. Use few slides with one message each, and a clear title that states the point rather than the topic.

Tailor for the audience. A finance director needs different emphasis than a technical team. If several groups attend, address each group's main question explicitly.