There is one that I know of.
It’s not just good.
It’s the greatest sales deck the world has ever seen.
Not my words, but those of Andy Raskin – a strategic story-teller for venture-backed companies in Silicon Valley.
The deck Andy hailed as being the greatest ever came from Zuora, they build SaaS applications for subscription management.
Andy Raskin had no connection to Zuora whatsoever at the time. Their sales deck hadn’t been put together to be the greatest ever but apparently they totally nailed it.
You can get your hands on it here.
You could argue sales decks are specific to the value a product or service creates. That is true, of course. That doesn’t mean there can’t be conceptual elements that make a sales pitch undeniably great.
This Zuora sales pitch is great for getting to those key elements.
Let in inspire you to make your own greatest sales pitch the world has ever seen.
#1 Name a Big, Relevant Change in the World
Here’s the first slide of Zuora’s sales deck
Remember how most pitch advice tells you to start with the problem?
This is similar but there’s a difference.
People don’t like being told they have a problem. It puts them on the defence. Change is a concept that resonates more. There’s a change in the world and you are handing them the opportunity to be a part of it. And to make the most out of it.
Buyers are increasingly choose recurring service payments over outright purchases. It’s the beginning of a story. One you can be part of.
#2 Show There’ll Be Winners and Losers
All great stories have winners and losers.
Prospects suffer from two contradictory things. Risk aversion and FOMO.
Risk aversion in that they’re first intention to avoid loss is to stick to the status quo.
Demonstrate how the change at hand will create winners and losers. And how sticking to the status quo will make them losers.
Going with the change will make you a winner. Ignoring the change will kill you.
The common thread is clear by now: winners adopt subscriptions models like Zuora does.
#3 Tease the Promised Land
By now the prospect is likely on the edge of his seat. Don’t make the mistake to jump the gun and go straight into the details of your offering.
The context where you fit in beautifully should be on point first.
Sketch a vision of the heaven-like circumstances you’ll prospect will live in when to decide to go with you.
This Promised Land should be equally desirable and difficult to achieve. It should be clear that it is you that will help overcome the difficulties. Your reason of existence.
Don’t make the mistake of confusing the Promised Land with your product. The Promised Land is a future state your product will help the prospect get to.
#4 Introduce Features as “Magic Gifts” for Overcoming Obstacles to the Promised Land
Your product is the magic gift that will help your prospect achieve the Promised Land. The lightsaber helping Luke Skywalker defeat the Empire. The Harry Potter to a Voldemort-free land of wizardry.
#5. Present Evidence that You Can Make the Story Come True
Assure the prospect that you can come through on your promise of getting him to the new world.
The road to the Promised Land will be littered with obstacles and your prospect wants to know if you’re up for the task.
The best way to do this is with customer success stories your prospect can relate with.
All credits of this post go to Zuora and Andy Raskin.