Redefining your sales presentation’s narrative structure could be a game changer in the pitch environment. Have you spent gobs of time leading with your solution, only to achieve less than spectacular results? A recent Customer Think article highlighted a different narrative structure for the standard sales presentation. Instead of leading your sales pitch with the solution to a known, but undefined problem, make a point of starting with a review of the problem. Below is an overview of the narrative structure:
Set the Stage
Use data and important statistics to highlight a trend or shift that you have noticed in your industry or field. Ensure that this scene relates to the main messages you will deliver. Enlist the help of a prop to reel the audience into your sales presentations.
List the Effects
Who will be impact by the trend or shift you mentioned in the opening scene? What would or will happen to those impacted? Why are the ways the trend impacts others important to note?
Compare and Contrast
This is the section of the narrative structure that separates the winners from the losers. What reaction to the trend or shift will create a win? What reaction will create a loss?
Climax
At the highest point of the narrative structure, introduce a need or problem. This will serve to transition into your company or business’s unique strengths.
Benefits
Provide solutions to the problem introduced in the climax. List out and explain the 3 main ways your company, product, or service helps customers or consumers.
Credibility
This is the part of the narrative structure where the presenter should establish credibility. Present details such as the length of time you’ve been in business, the most prominent clients you’ve worked with, and much more.
The Future
Circle back around to the trend or shift. Review your main points and reestablish your position as problem solver. Connect this to a strong call to action that directs the audience to defined next steps.
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