Creating Compelling Sales Presentations

After decades of working with leaders at companies like Apple, Salesforce, and Cisco, we've identified 4 storytelling techniques that consistently work to deliver important messages in high-stakes settings: 1. Start with the unexpected Don’t begin your presentation with context. Instead, begin with the moment that makes people think, “Wait…what?” Instead of something like: “Here’s an update on our September campaign…” Try starting with the most interesting detail: “I broke our biggest marketing rule last month, and it worked.” Lead with the surprise. You can add context later. 2. Let people feel the tension After the surprise, don’t rewind to the beginning. Take your audience to the moment where things weren’t working. Flat numbers. Missed goals. Stalled progress. Instead of: “The campaign was underperforming, and our team went back to the drawing board.” Try:  "We were two weeks out from the end of the quarter. The campaign wasn’t producing results, and the team was out of ideas. That’s when I decided to take a risk...” You don’t need to explain the problem. You need to make people feel it. 3. Use real dialogue When your audience hears what was actually said, they stop listening to you and start visualizing the moment. This helps them connect emotionally with what you’re saying. Instead of: “The campaign manager said team morale was low and they were struggling to find a solution.” Try: “My campaign manager pulled me aside in the hallway and said, ‘We’ve tried everything. The team has been working overtime, and we don’t know what else to do.’” Dialogue brings listeners into the moment with you. It makes the story real. 4. Share the lesson Never assume people will infer the meaning you intended. End your story by answering: - What does this mean? - How should someone act differently now? Example: “Breaking our biggest marketing rule helped us turn this campaign around and hit our numbers. I strongly suggest we revisit our marketing guidelines. We could be leaving a ton of revenue on the table.” Without the lesson being clear, even a good story feels unfinished. These are the same techniques we teach to our clients at Duarte. Try them out during your next presentation and watch how people lean forward and tune in to your message. #ExecutivePresence #BusinessStorytelling #PresentationSkills

After creating hundreds of thousands of presentations, Nancy Duarte discovered a framework in 2010 that changed her life. She mapped it over Martin Luther King's "I Have a Dream" speech and Steve Jobs introducing the iPhone. Both aligned perfectly. She cried in her office - the pattern she'd been desperate to find was real. See, most founder pitches fail the same way. You stack all the customer pain points at the start, then demo your product at the end. By the time you reach your solution, people have already decided if they're interested. They tuned out at slide 8. Duarte's Sparkline does the opposite. You alternate between “what is” and “what could be” throughout the entire pitch. Pain, solution. Pain, solution. The pattern works because contrast commands attention and open loops create psychological discomfort. The brain needs recurring tension to stay engaged: - MLK toggled between injustice now and "I have a dream" repeatedly. - Jobs contrasted clunky smartphone limitations with iPhone capabilities throughout the 80-minute presentation. - JFK alternated between the US’s space limitations and “we choose to go to the Moon in this decade.” Each toggle made staying in the current state unbearable. The execution: 1. Make your customer the hero by using their exact words Interview five target customers or investors before you build slides. When they describe frustrations, use their language verbatim. This proves you understand their reality before pitching your solution. 2. Paint “what could be” with sensory detail Not better accommodations. Instead: a family arrives in Paris, their Airbnb host left fresh croissants and a handwritten neighborhood guide on the kitchen table. They feel like locals, not tourists. Concrete outcomes stick. Abstract benefits are forgotten. 3. Alternative problem/solution throughout - never batch Pain 1, solution 1, pain 2, solution 2, pain 3, solution 3. Never group all problems then all features. Batching lets investors and customers mentally check out before you finish. 4. End with an immediate next step (24-48 hours) For investors: “By Friday, confirm the partner meeting date and three references you want to call.” For customers: “By tomorrow, send three use cases and I'll record a custom demo by Wednesday.” Make the decision immediate and concrete. Watch for these signals mid-pitch: You're losing them when investors lean back, check phones, or pivot to questions about your burn rate and competition. You're winning when customers interrupt to describe their specific use case, ask about implementation timeline, or want to loop in their team immediately. When every startup in your category has similar features, the pitch that creates unbearable tension wins the round, the sale, and the talent.

139,000 videos sent. One Vidyard award. Zero competitors even close. And I still don't understand why more teams aren't using video. It is truly the most under utilized tool in sales (not just propsecting) My teams at PatientPop sent more one-to-one videos than anyone I know. Not generic marketing videos. Not AI. Personal, one-to-one prospecting and post sale/mid sales cycle videos. 139,000 in 18 months. Vidyard literally gave us an award for it. And here's what kills me: Most sales teams send maybe 10 videos a month. Total. It. f'n works. Execs get 10 cold emails a day. 10 cold calls a day. They get 2-3 videos a month. MAYBE (execs chime in here, how many do you get?) You do the math on where you can stand out. But it's not just about being different. Video lets you control everything: - The tone (enthusiastic, not desperate) - The pace (fast, not rushed) - The humanity (real person, not automation) You become human in 30 seconds. It also lets you show, not just tell. Email: You tell them you noticed something. Video: You show their actual website while explaining what you noticed. Email: You tell them you're excited. Video: They see your energy, your research, your preparation. Email: You tell them about your product. Video: You show them exactly what matters to them. See the difference, ya'll? Here is the exact framework that we used for videos. **K** - Know: "Here's what I know about you..." **P** - Problem: "Here's the problem you're probably facing..." **I** - Impact: "Here's what that problem is costing you..." **C** - Connect: "Here's why I'm reaching out..." **C** - Call to action: "Here's what I'd like you to do..." Under 60 seconds if you've never talked. 90 max. Up to 3 minutes if you've spoken before. A lot of people also overthink video in a big way. We had one key rule. End it and send it. Stumbled? Send it. Dog barked? Send it. Said "um" three times? Send it. No redos. No perfection. No overthinking. The stumble makes you human. The dog makes you real. Perfect videos feel like marketing. Imperfect videos feel like people. One last key tip here. The email/msg has to sell the click. Nobody cares that you sent them a video. They care about what's in it for them. Your subject line, your email, your link text - everything should scream value, not "watch my video." Tell them WHY to watch. What they'll learn. What problem you'll solve. The video isn't the value. What's IN the video is the value. Here's my challenge to you. Pick 5 prospects tomorrow. Send them each a personal video: 1. Show their website/LinkedIn while you talk 2. Use KPICC structure (60 seconds max) 3. End it and send it (no redos) 4. Email sells the click, not the video 5. Follow up with confidence: "Did you see what I put together?" Then call each of them 2-3x the next week & watch your connect rates triple. Because while everyone else is sending bland email templates, you're showing up as a human. And humans buy from humans.

At Google, I learned a simple trick to creating presentations leaders actually engage with. It works like a charm, and anyone can learn it. It’s called SCQA. A framework that helps you structure the flow of your presentation so your audience stays hooked. Here’s how it works: - Situation (the context) - Complication (the issue or tension) - Question (the core problem) - Answer (the recommendation) Example: S (Situation) “Our customer churn rate has been steady at around 8% for the past two years.” C (Complication) “But in the last two quarters, churn has increased to 12%, and this is impacting revenue growth targets.” Q (Question) ”What’s driving this increase in churn, and what can we do about it?” A (Answer) “Our analysis shows two main drivers: (1) service response times have slowed, and (2) new competitors are undercutting our prices. If we invest in improving customer support and adjust pricing for our top three products, we can reduce churn back to 8% within two quarters.” (I also often used the similar structure of Context → Problem → Solution) Why it works: - Gives context before detail - Introduces tension that makes people care - Focuses on the core problem - Delivers clarity and next steps In other words, you're guiding your audience through a story that naturally leads to your recommendation. Any other SCQA fans out there? Or do you have a different go-to? P.S. Want to dive deeper into SCQA and four other proven presentation frameworks? Join 881 analysts who’ve already taken my free 5-day email course here: https://lnkd.in/gQcJhHXD

Stop selling slides. Start showing reality. Would you install this door in your house? Too many pitches are still built on specs, benchmarks, and endless bullet points. But customers don’t buy slides. They buy what they can see working. Data backs this up: • People retain ~65% of information when it’s visual vs ~10% from text alone • Demonstrations can increase conversion rates by 2–3x compared to static presentations • The human brain processes visuals ~60,000x faster than text The moment you demonstrate your product in action, everything changes: • Doubt turns into clarity • Interest turns into imagination • Questions turn into decisions A live demo (or a real use case) does what 20 slides can’t: It makes value real. Specs still matter—but only later. They justify the decision. They don’t create it. The best pitches follow a simple rule: Show the problem Prove it works (live or real-world) Then back it up with data If your audience has to “figure out” why your product matters, you’ve already lost them. Don’t explain the future. Let people experience it. #Sales via @custom.doors #Leadership #Innovation #GoToMarket #CustomerExperience

A champion at a prospect company messaged me: "Our CRO needs to see ROI before we can move forward." I replied: "I'll create a custom deck." Then I spent 6 hours building the perfect slides. I even practiced my pitch for 2 hours. The champion called me: "The CRO can't make the meeting. Can you just email over the materials?" My heart sank. The deal was dead. Not because our solution wasn't valuable. But because I made a classic mistake: I built a presentation that needed ME to deliver it. Think about it: Your champions want to sell for you. But you give them tools that only YOU can use effectively. No wonder deals stall. The next week with a different prospect: Same situation. CRO needs ROI proof. But this time, I built a digital room with: - An interactive ROI calculator they could customize - Short, scannable value points (not paragraphs) - Competitive comparison they could filter by priorities - Answers to common objections The champion messaged me days later: "The CRO approved. How soon can we start?" Here's what changed: Old approach: Create content that makes YOU look good. New approach: Create content that makes your CHAMPION look good. When your champion presents to their boss, do they need: Your 37-slide deck with your branding all over it? Or a space where they can guide the conversation their way, answering questions in real-time? Stop designing sales content for yourself. Start designing it for the people who actually close your deals. Your champions. Agree?

Try building trust, loyalty, and credibility without a story. You're making your job 400% harder. People don’t connect with pitch decks. They don’t remember product specs. They remember stories. Stories about someone like them, struggling with something they know, and finding relief in a way that feels human. If you're trying to grow your brand, close more sales, or gain loyal customers, this is your shortcut: Sell with stories. Why? Because great sales stories do 3 things no sales page alone ever will: 👉They build trust People trust what they understand. A story makes your offer feel familiar and emotionally safe. 👉They create relatability Customers need to see themselves in your narrative. When they do, your product becomes their solution. 👉They trigger memory Data gets forgotten. Emotions stick. A well-told story becomes the reason they come back — and refer others. Here’s how to craft a sales story that actually converts: 🔹 Start with the struggle Every hero has a challenge. So do your customers. Start by describing a real pain point they face. 🔹 Introduce the turning point What did they try? What didn’t work? And then — what changed when they found your solution? 🔹 Show the transformation This is the emotional payoff. What improved? Faster workflow? Less stress? Bigger impact? Make it clear and vivid. 🔹 End with a human insight Close with something that makes the reader nod — not just click. Make it about them, not just your product. #storytelling #businesstips #growth #marketinglessons I share storytelling and creativity to help you and your company sell more and grow. Let's Connect! 1. My AI course on LinkedIn Learning: https://lnkd.in/e3Nc_3Ya 2. Join 10,000 others learning weekly growth tips at: https://lnkd.in/eCDKabp2 Use the 3-Act E.P.I.C Structure to turn stories into sales: https://lnkd.in/e9_eczTG 3. 3 Ways To Grow Guide: https://lnkd.in/gZaq56hT (no sign-up needed)

Every Founder knows social proof is important. But many do it wrong, because they worship 5-star reviews Here's why it's not working and how to fix it: Simply screeshoting 5-star reviews + writing a simple "thank you for trusting us" message is not making your brand credible. Here's the truth about 5-star reviews: Back in 2010s, most SaaS product adopted that idea from Google Maps to increase perceived popularity and quality of service. Now, it has value no longer because: - brands can easily manipulate star rating (trade perks/incentives for 5 stars) - it doesn't show what's in there exactly for your prospects If that appears in your marketing playbook. Scratch it. For social selling, there are 3 other ways to instantly earn trust: 1. Client transformation stories → Interview your clients, and ask them to describe the hell and heaven before/after using your product. → Create videos, and posts then display them on socials, websites, and landing pages. 2. Case studies / Product use cases → Focus on helping your clients solving particular problems with your product. Show your process, solution. → Create videos, guides, and docs and display them on website, knowledge hub, socials 3. UCG / Screenshot materials → Pay attention to the daily moment in emails, messages. Be it your wins or your customer wins (a thank you message, a result feedback,...) → Create social post, email with those screenshots, tell the stories behind. Every piece of content they consume is a chance to spark interest and build trust. Spark it wisely. P/S: Do you think UCG or CCG (customer-generated content) is an effective social proof?

Keeping attention has never been harder for presenters. 🔥 Keep attention with these 7 powerful tactics! 🔥 It is a myth that attention spans are shorter than ever. But it is true that people have higher standards than ever because they have so many options and are incredibly busy. If you’re speaking, presenting, or leading a meeting, don’t just talk for 20 minutes. Instead, re-hook your audience every 2 minutes. That’s how fast you can lose your audience. Here’s how to do it: 🔹 Pose Questions Unanswered: Humans crave closure. Ask a compelling question and let it linger before revealing the answer. 👉 Example: "Why do 90% of presentations fail? …" 🔹 Use Polls & Interactive Prompts People engage when they feel involved. Break up your talk by asking quick “show of hands” questions or running a live poll. 👉 Example: "Raise your hand if you've ever sat through a boring meeting. Let’s fix that." 🔹 Energy Is Contagious Your voice, gestures, and enthusiasm dictate the room’s energy. Want an engaged audience? Be engaging yourself. 👉 Example: Show your passion, ramp up your energy, and move with purpose. 🔹 Vocal Variety Over Monotone A monotonous delivery loses attention fast. Vary your pitch, pace, and pauses to keep your audience engaged. 👉 Example: Slow down to emphasize key points, then speed up to build excitement. Your voice should be as dynamic as your message. 🔹 The Best Communicators Have Range Great speakers don’t just inform; they entertain, inspire, and challenge. Master different tones, emotions, and delivery styles. 👉 Example: Contrast a serious moment with humor, or shift from storytelling to a powerful statistic for impact. 🔹 Surprise People Nothing loses an audience faster than telling them what they already know. Break expectations and challenge assumptions. 👉 Example: Open with a bold statement like, “Everything you’ve been taught about leadership is wrong.” Now they’re hooked. 🔹 Leverage Visual Effects Your slides and props should surprise, not sedate. Use powerful imagery, unexpected transitions, or physical objects to reinforce your message. 👉 Example: Instead of saying “communication breakdowns cost businesses millions,” flash a stark image of an empty boardroom with the caption: "Silence is expensive." Want more strategies to hook your audience and become a high-impact communicator? 📌 Follow me Oliver Aust for daily leadership communication insights.

what to do when you are starting up and you dont have household names as customers for your website social proof? you focus your social proof on outcomes and not on the customer name. === i visit saas websites for fun and add the cool ones to my swipe file saas websites have a certain formula, which means when i see something different and cool.. it stands out. one website that caught my attention last week: i was looking at aha's customer impact section and something struck me…look at these results: 500 hours saved annually 30% less time tracking status 25x faster reporting *𝘸𝘪𝘵𝘩 𝘵𝘩𝘦 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘯𝘢𝘮𝘦 𝘪𝘯 𝘪𝘯𝘴𝘪𝘨𝘯𝘪𝘧𝘪𝘤𝘢𝘯𝘵, 𝘴𝘮𝘢𝘭𝘭 𝘧𝘰𝘯𝘵. the focus is on the outcome for their customers.. and the customer name is not as prominent. here's why this approach is brilliant: 1/ 𝗳𝗼𝗰𝘂𝘀𝗲𝘀 𝗼𝗻 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀, 𝗻𝗼𝘁 𝗼𝗽𝘁𝗶𝗰𝘀: when you lead with "fortune 500 company achieves X," you're selling the customer's brand, not your product's value. aha! showcases real improvements that any company can relate to. 2/ 𝗺𝗮𝗸𝗲𝘀 𝗶𝘁 𝗿𝗲𝗹𝗮𝘁𝗮𝗯𝗹𝗲 𝗳𝗼𝗿 𝗮𝗹𝗹 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀: smaller prospects would not immediately discount these social proof and wont think "well, we're not walmart/amazon/apple, so this doesn't apply to us." 3/ s𝗵𝗶𝗳𝘁𝘀 𝘁𝗵𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 𝘁𝗼 𝗿𝗼𝗶: instead of "do we qualify for this enterprise solution?", you’re asking prospects to think "what would 25x faster reporting mean for our business?" that's a much better conversation to have. the best b2b case studies answer one question: "what specific problem did this solve and how?" next time you're building case studies or customer stories, try leading with the outcome. let the results do the talking, not the logo prominence. or at least, it is an alternative for marketing teams who don't have prominent customers for their website social proof 💡