Yes. It’s wrong.
In fact, I’m probably understating this fact. Unfortunately, for far too many companies, a bad capabilities deck can do as much harm as good.
The more you try to make it all about you, the less effective it will be.
Yes, it’s about your capabilities.
But more importantly, its one and only purpose should be to demonstrate your company’s ability to satisfy the customer’s needs, or to support the customer in solving a business-related problem.
When done poorly, a capabilities presentation can feel like an endless sales pitch that’s easy to ignore. People start checking their iPhones for messages or worse, nod off.
Full disclosure: I’ve been on both sides of that equation.
Having a well-orchestrated capabilities deck is an absolute must.
And to be effective it has to look at least as good as it reads.
Remember that while you’ll be presenting information, the quality of the visuals along with their ability to support the verbal statements you make during the presentation can make a huge difference in winning new business.
Above all, avoid the “see and say” technique. It’s a presentation killer. There’s nothing worse than a deck full of slides with text that you appear to be reading from. Keep the copy short and to the point and when editing… be brutal.
Yes, copy-heavy slides are sometimes necessary, but make them the exception, not the rule
Here are the key components of a winning capabilities deck:
A (VERY) BRIEF OVERVIEW OF YOUR COMPANY.
The keyword here is… very. Many companies start their capabilities deck on an uninspiring note by making the presentation all about them when the presentation should actually be all about the customer.
Provide a brief introduction of who you are, and what services your agency provides to begin building the necessary rapporte
A CLEAR UNDERSTANDING OF THE CLIENT’S BUSINESS AND CURRENT CHALLENGES.
Once your potential client has a basic understanding of who you are and what your agency offers at a high level, shift your focus to the needs of the client. Why your company is well-equipped to deliver an ideal solution.
CASE STUDIES THAT SHOW RESULTS FOR THE BOTTOM-LINE.
Provide testimonials and case studies from current and former clients who had similar needs. Share clear, easy-to-understand data and examples that demonstrates results and your organization’s value.
WHY YOUR COMPANY IS THE IDEAL SOLUTION
Communicate why your company is capable of helping them solve their problem. Avoid making this part of the presentation all about you. Instead, make sure the potential client understands what you can do for them.
ALLOW TIME AND SPACE TO ENGAGE.
The presentation deck should never feel complicated and rushed. Or like the potential client is receiving a never-ending sales pitch. Rather, it should be conversational and comfortable.
Doing this will help them feel heard and understood and will provide valuable insight into how you can better support them.
THE NEXT STEPS FOR WORKING TOGETHER.
Summarize. Then start a discussion to answer questions and share what the next steps are for working together. This may include providing the details of what the decision-making process looks like on their end.
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