La gran guía para elaborar una presentación de ventas que venda

I’ve included TL;DRs (Too Long; Didn’t Read) at the end of every section so you can get a quick recap before you move on.

The Pitching Paradox ⚾

He aquí el tradicional argumento de venta de la empresa ABC.

Somos la empresa más radical de todos los tiempos.
Estamos en todas partes. Como Dios.
Nuestros productos le harán ganar dinero.
Estamos cambiando el mundo Y construyendo el futuro.
Hemos ganado un montón de premios.
Todos nuestros clientes están enamorados de nosotros.

Ahora, he aquí la reacción tradicional de la empresa XYZ.

 

¿Y por qué iban a hacerlo?

A las empresas les importa su propia historia, no la tuya.

Mantén ese pensamiento y piensa en la palabra pitch durante un minuto.

What does the word pitch say to you, really? This maybe👇?

 

Claro que sí. Eso es exactamente como arrojar algunos datos y características al azar a la cara de tu cliente potencial.

ALERTA SPOILER: así es como termina.

Olvídate de los argumentos de venta.

People who are pitched at either swing to bat it away 🏏 or duck 🦆 to avoid it. That‘s not going to help you close the deal.

Your prospect doesn’t care about your name, your happy customers, your headquarters and your big pile of awards. They care about themselves and they care about what you can do for them.

Por eso, si alguna vez alguien te pide que sell them a pen — debería responder formulando su propia pregunta.
👉¿A qué te dedicas?

To help a prospect, you first need to know them inside-out. It takes two to close a deal. Selling is not randomly throwing $#*! to see what sticks 💩. It’s trying to convince your prospect to join your team and win together 🏆.

Ask questions, listen and learn. Only then you’ll know what it takes to convince your prospect to join your team.

Wasn’t this supposed to be about sales decks? 🤔

Solid pitching advice that is. But what does all of that mean for your sales deck? It’s not like you can start off your presentation by asking questions and then just change your whole sales deck on the spot.

It means you need to do your homework 🤓!

Conocer a tu cliente potencial y averiguar cómo puedes aportarle valor es lo que tienes que hacer antes de elaborar tu discurso de ventas.

These will be the key ingredients for cooking up your story. The Grand Story of how you and your prospect find each other, fall madly in love 💏 and live happily ever after 💍.

Una pareja perfecta.

TL;DR

• olvídate del discurso de ventas
• en lugar de lanzar hechos y características
• averigua qué tipo de valor puedes aportar a tus clientes potenciales.
• prospects don’t care about you, they care about themselves
• haz tus deberes

Why you need to tell a story 📖

💭 The year was 1748.

John Montagu era un pez gordo de la aristocracia británica, que ostentaba el lujoso título de 4º conde de Sandwich.

Whenever John wasn’t dealing with important political issues, he very much liked to play the occasional hand of cards 🃏. He also greatly enjoyed eating while playing, especially some nice beef 🐄. This was a big problem as his hands would be all greasy, ruining both the cards and his game.

Así que se le ocurrió poner las lonchas de ternera entre dos caras de pan tostado.

Por fin podía jugar a las cartas y comer al mismo tiempo.

Y así nació el bocadillo.

The world is forever in debt with John Montagu 🙏.

 

I bet you’ll never forget this story.

Why? Because you’re wired that way.

We think in stories all day. Whether it’s about work, doing groceries or our family at home — we make up stories in our heads for every action and conversation. It’s how we think.

That’s not what I say. It’s what science says 👨‍🔬

Las investigaciones demuestran que nuestros cerebros no están programados para entender la lógica o retener hechos durante mucho tiempo. Nuestros cerebros están diseñados para entender y retener historias. Una historia es un viaje que emociona al oyente, y cuando el oyente emprende ese viaje se siente diferente. El resultado es la persuasión y, a veces, la acción.
💬Jennifer Aaker — Stanford’s Graduate School of Business

Stories stick. Facts don’t.

Stories are the most powerful way to activate a human brain and thus the best way to engage an audience. That’s why in history class you always get the events right and the dates wrong. Great stories vs. boring facts.

Sin embargo, gran parte del marketing se basa en hechos.

Compra esto, hará esto, y luego aquello.

That doesn’t stick. People will forget. And so will you.

Si quiere que su mensaje cale hondo, debe ofrecerles algo más que datos y cifras. Ofrézcales un conflicto atractivo, imágenes vívidas, memorables metáforasy giros sorprendentes. Hay que darles una historia.

TL;DR

• las historias se pegan
• ¿Por qué? ciencia bebé
• le debemos a John Montagu

Start with why ☝️

Un hombre sabio dijo una vez:

People don’t buy WHAT you do, they buy WHY you do it

Ese hombre era Simon Sinek y lo dijo en la tercera charla TED más vista de todos los tiempos.

In this talk, Simon introduces the Golden Circle. Here’s the gist of it.

 

The Golden Circle is what Apple, Martin Luther King and the Wright brothers (the flying ones) have in common. It’s how they lead and inspire by and through communication.

Verás, los humanos hablamos mucho de qué lo hacemos. Luego bajamos hasta el cómo y en última instancia, si llegamos por qué.

The thing is that the what doesn’t really do that much for us. Not because we think it’s boring or something. Again, it’s just our brain that doesn’t really care 🙄.

En are really just facts. Facts only speak to the language processing parts in the brain — the part where we decode words into meaning. That’s it. Nothing else happens.

Por qué por otro lado, son unas putas de atención. Al igual que las historias, activan la parte del cerebro que despierta las emociones.

There’s more. Research has found that brains of story tellers and listeners can synchronise as the story unfolds. This means you can actually induce thoughts, ideas and emotions into someone’s mind, just by telling a story.

Una locura, ¿verdad?😝

Someone should have told Leonardo Di Caprio that before he went on making people dream within the dreams they had in their dreams. If he would have just told them some story we wouldn’t have to wonder for the rest of our lives if that friggin’ spinner will drop or not.

If you have no clue what I’m woofing about — go watch Inception.

Puedes agradecérmelo después.

Construir su historia de ventas a partir del por qué en lugar del qué y el cómo proporciona a su mensaje poderosos ganchos emocionales que se quedarán grabados en la mente de su audiencia. Se ha demostrado que este tipo de emociones positivas aumentan las conversiones a largo plazo y el valor de vida del cliente.

And, once you hook them, you just have to reel them in. 🎣😏

Conclusión 🎁

Forget the traditional sales pitch. People don’t like to be bombarded with a bunch of facts. They don’t care about you, they care about themselves.

¿Qué puede hacer por ellos?

Olvídate de tus productos, de tu financiacion, de tus premios, de tus clientes o de lo increíble que crees que eres. Encuentre su por qué, la diferencia que quiere marcar para sus clientes, y utilícela para construir una historia convincente que perdure.f

Sus clientes potenciales son los héroes de la historia, no usted.

Time for a little break now 🎉. You earned it.

 

TV-time! 👶

Según Googleeste anuncio de Apple es el mejor de todos los tiempos.

👀There’s a story here.

Primero vemos a una mujer libre en una sociedad libre. Entonces llega el Gran Hermano (el hombre malo de la pantalla) y obliga a todo el mundo a conformarse. 1984-estilo.

La mujer es la única que resiste. Con toda la cultura sometida al Gran Hermano, realiza una última acción. Lanza el martillo a través de la pantalla y destruye al Gran Hermano. Delante de todo el mundo.

The screen explodes 💥 The woman and her society are free again, once and for all.

The moral of the story ☝️ we need to act to overcome conformity and suppression.

Apple’s marketing message: The Macintosh 🖥️ will set you free from the conformity and suppression of the other boring PC makers.

Et voilà
👉 Apple’s POR QUÉ.

Apple challenges the status-quo. They’re about thinking differently.
Dell, just to name one, makes computers for home and business use. Period.

With Dell, you buy a computer. Apple does more, it inspires 💡.

You know what to do 👊

Encuentre su por qué y utilícelo para construir una historia que pegue.

No sólo para su plataforma de ventas.

This story embodies your mission as a company. It’s your raison d’être and the foundation to all your marketing.

TL;DR

• people don’t buy what you do, they buy why you do it
• ‘whys’ speak to our emotions, other than ‘whats’ and ‘hows’
• you can use it to plant ideas into someone’s head
• learn from the ‘greatest commercial of all time’

The Fairy Tale Way ✨

Stories work. I think we’re clear on that.

You don’t have to be a natural at storytelling to tell a good story.

Todo lo que se necesita es un conocimiento básico de los elementos que componen una historia convincente.

Una empresa que ha dado en el clavo con la narrativa de ventas es Zuora. Su plataforma de ventas ha sido aclamada como la mejor plataforma de ventas de todos los tiempos.

They did this by building on classical fairy tale ingredients to create a engaging story that sticks and sells. It’s really great stuff, so there will be a lot of their story in the elements I’ll be introducing from here on.

Hold on tight, you’re in for a magical journey 😈

#1 Start with a Bang 💥

Recuerda, no le importas a nadie.

If you start off blabbing about your company and product, you’ll lose before you even got started.

🏈 Kick off by creating a huge sense of urgency for your audience.

Name a big shift in the world 🌍 A change that comes with high stakes for your prospect and makes them question the position of their business within it.

Most pitch advice tells you to start with the problem but this will put your audience on the defensive and that’s not what you want.

El problema de empezar por el problema es que los clientes potenciales pueden tener dificultades para reconocer que efectivamente tienen el problema. En su lugar, cree un escenario que no pueda ser cuestionado. Esto hará que su cliente potencial se abra en lugar de cerrarse.

Tiene que ser indiscutible como el malvado Imperio construyendo la Estrella de la Muerte como arma de destrucción masiva en La Guerra de las Galaxias y Sauron despertando de nuevo la oscuridad en El Señor de los Anillos. Tanto Luke Skywalker como Frodo no tuvieron más remedio que actuar. Usted quiere que su programa de ventas tenga el mismo efecto en sus clientes potenciales.

Your prospect is the Chosen One 🌟 The Luke Skywalker that will save the galaxy from Darth Vader. The Frodo that will destroy Sauron’s Ring. The Harry Potter that will defeat Voldemort.

Your sales deck needs to make it clear that $#*! is about to go down and that it is time for your hero-prospect to kick some serious ass 💪.

Zuora does this by introducing prospects to the subscription economy — an undeniable trend that sees buyers choosing recurring service payments over one-time purchases.

 

Por cierto, esto de aquí es tu WHY — your reason of existence.

Salesflare is about the value of data and how it can reshape customer relationships in a big way. Companies that double down on data can make customers infinitely happy and drill dollars like there’s no end to it… And in the case of data, it’s not like oil: there’s actually no end to it.

 

La cuestión no es si los datos están ahí para quedarse.

The question is if you’re ready for it.

 

Companies that embrace technology and data in their sales and marketing will have an edge over the ones that don’t.

😯

Do you feel the urgency already? 😏

#2 Make it clear there’ll be Winners 🏆 & Losers 😢

Prospects suffer from loss aversion — they’ll rather prevent losing by sticking to the status-quo than trying to win by going for change.

Muestre a su cliente potencial que el gran cambio es una gran oportunidad para ganar mucho o perder mucho.

To tackle this, you’ll have to show that going with the change is necessary to avoid losing.

You’re painting a black — and — white picture:

• go with the change and be a winner ⚪ bright future ahead
• ignore the change and be a loser ⚫ dark future ahead

Again we can learn from Zuora. They first show the mass extinction caused by the big dramatic shift 💀

 

To then move on to the winners 💪

 

Winners go with the Zuora way, losers stay behind. Clear as vodka 🍸.

You can add some extra salt to the wound by pointing out problems of rival solutions 👉They’ll make you a loser.

For example, CrazyEgg is pushing right where it hurts 🤕:

Analytics tools will not tell you why your visitors aren’t buying, subscribing, calling… This is where most businesses get stuck and stay stuck.

In Salesflare’s story, you either choose to:

• Join yesterday’s companies and die a slow, painful death 🔢 Nay
• Thrive as a data driven, digital company 👫 Yay

 

Los vendedores tienen la opción de enriquecer y entrelazar sus relaciones humanas con los datos o no.

Would you rather become a superhero or slowly turn into a fossil? 🗿

#3 Tease the Land of Milk 🥛 and Honey 🍯

A estas alturas es probable que sienta la tentación de poner todos sus ases sobre la mesa y contarles lo estupendo que es su producto.

Dial it back for a minute ☎️ You don’t want to jump the gun here.

The momentum is all yours but you’re going to want to thread lightly here.
Don’t sell the skin before you’ve shot the bear. 🐻
Slow and subtle wins the race 🐢.

If you go all-in too quickly, your prospect will lose interest and tune out. You need to grease ‘m up just a teeny bit more 💆 before you go in for the kill 🗡️.

Hold up a vision of the happily-ever-after future 🌺 that you can help them achieve. A place where dreams come true 💭.

 

This Land of Milk 🐮 and Honey 🐝 should be desirable, yet difficult to reach. That’s where you come in. It’s your raison d’être, your why 👉 to help your prospect get to walhalla 🙌.

💭 This dream world is not your product. It’s how life will be like thanks to your product. Your technology as a magical enabler of the good life.

Here’s how Zuora imagines the good life for the winners of the subscription economy.

Que sea sencillo y fácil de imaginar. Apple es el maestro aquí.

 

Salesflare’s Land of Milk and Honey sees sales people in full control of their customer relations, thanks to powerful data collected and organised by robots.

 

Imagine tener un cerebro que conoce y recuerda hasta el más mínimo detalle de sus clientes. Sin que usted tenga que mover un dedo. Superrelaciones con sus clientes basadas en datos.

#4 Show off Features as Superpowers ✨

Now it’s time to show your colours 🎨 as the prospect’s sidekick.

You’re the prospect’s Obi-Wan Kenobi, Gandalf and Albus Dumbledore. You are giving him the superpowers the overcome the obstacles that lay between them and the Land of Milk and Honey.

Estos superpoderes vienen en forma de cambio de juego, algún tipo de herramienta mágica que diferencia al elegido del resto.

It’s like Obi-Wan giving Luke his lightsaber to defeat the Empire, Gandalf protecting Frodo with wizardry on his way to Mordor and Dumbledore teaching Harry how to defeat Voldemort.

 

Esta diapositiva de la presentación de ventas de Zuora parece algo aburrida al principio, pero fíjate en cómo las soluciones tradicionales y las nuevas se posicionan como mundo viejo frente a mundo nuevo.

El prospecto acaba de quedar deslumbrado con el País de la Leche y la Miel, pero ahora se enfrenta a lo difícil que es llegar hasta allí con las soluciones tradicionales.

Zuora’s way alters the playing field. It’s the game-changer the hero needs.

As inspired as we were by Zuora’s slide, we created our own.

 

En 2020 se crearán 1,7 megabytes de información nueva cada segundo. Por cada ser humano del planeta.

Manually taking care of that data means sales people would be glued to screens until the end of times 💀.

We want to give sales people a robot that takes that mindless work out of their hands 🤖 .

Para que los vendedores puedan centrarse en el verdadero arte de la relación con el cliente. Y hacer que las ventas vuelvan a ser más humanas.

Voilà superpotencia.

 

#5 Show you can make the story come true 🐲

By now the narrative is pretty clear: if they go with you, you’ll take them to the Land of Milk and Honey.

Vale, de acuerdo.

The thing about Lands of Milk and Honey is that they’re not exactly easy to get to. The path that leads to it is littered with obstacles and traps. Your prospect is therefore likely to be skeptical about the likelihood of your little fairy tale actually becoming reality.

¿Es demasiado bueno para ser verdad? 🙃

La gente no tiene miedo de gastar dinero. Lo que temen es que les engañen.

Unearth those fears. Show you’re real and genuine.

Por eso, la última parte de su discurso debe consistir en presentar pruebas que demuestren su capacidad para llevar a su cliente potencial a las estrellas.

La mejor forma de hacerlo es demostrando que ya lo has hecho antes. Una historia de éxito sobre cómo ayudó a clientes potenciales similares a llegar al País de la Leche y la Miel.

 

What if you’re still short on customer success stories?

Lo siguiente mejor son las demostraciones de productos. Solo tienes que asegurarte de mostrar tus características de forma que ayudes a tu cliente potencial a llegar al País de la Leche y la Miel.

!! All Aboard the Story Train 🚂

This stuff only works if your whole marketing is aligned around this magical Fairy Tale. Make it your whole company while you’re at it.

You’ll rarely make a sale out of just one sales presentation. Coherence is key to convey thought leadership, authenticity and trust. Every single member of your organisation has to be onboard with your narrative.

Esto no es nuevo. Es Marketing 101, pero las empresas aún tienden a olvidarlo.

It’s not hard either. As pointed out before: stories are easy to remember. They make everything more fun and appeal to people’s imagination. That’s why we started telling them 40,000 years ago in the first place.

TL;DR

• construye tu historia como un cuento de hadas
• #1 arranca con fuerza
• #2 make it clear there’ll be winners & losers
• #3 se burlan de la tierra de la leche y la miel
• #4 muestran características como superpoderes
• #5 demuestra que puedes hacer realidad la historia
• alinee todo su marketing en torno a su cuento de hadas mágico

Painting the Picture 🖌️

There’s a reason why slide design comes after the story.
👉 Slides are the last thing you should think about.

If you can’t tell a story that sticks without slides, your story sucks.

 

Slides are meant to provide a visually supporting experience to the story you’re telling. Not as presenter notes.

Piense en sus diapositivas como señales visuales que ayudan a su cliente potencial a imaginarse el País de la Leche y la Miel. Tu presentación de ventas debe ser lo que haga cantar tu historia.

#1 Consistency is key 🗝️

Asegúrese de que cada plataforma de ventas parezca parte de la misma historia.

Utilice el mismo tipo de imágenes, fuentes y texto en todas las diapositivas.

#2 Less is more 🔲

Slides with a lot of text can be lethal to the story you’re trying to tell. You want your slides to support your story, not replace it.

It’s hard to tell a story when you’re asking your audience to split its attention between listening to you and reading the slides.

 

Don’t do that to them. It will kill the magic of your story.

Utilice imágenes e infografías en lugar de párrafos largos y números confusos.

Only put words that carry a powerful meaning. Your rule: if a word doesn’t say anything by itself, it shouldn’t be on your slide.

#3 Think Topic Transitions 🚣🏻‍

Consistency is key but you don’t want every slide to look exactly the same.

Consider adding subtle variations throughout your sales deck as you move on to a new topic. These will work as visual cues on your audience’s attention.

Una forma de hacerlo es alternando fondos claros con texto oscuro y fondos oscuros con texto claro. Tus diapositivas tendrán un aspecto diferente sin dejar de pertenecer a la misma familia.

#4 Have Photos do the Talking 🖼️

Las imágenes dicen más que las palabras.

Pimp your slides with punchy pictures that resonate with the image you’re trying to get into your audience’s head.

 

Use photos that speak to the story you’re telling, without being too complex.

They should enhance meaning and be voilà. You don’t want your audience to rack their brains over some cryptic picture while you’re up there trying to get full attention.

#5 Go easy on animation and effects 🤹

Tanto Powerpoint como Keynote intentarán engañarte para que utilices un montón de efectos y animaciones.

Resiste ese impulso.

Props on having a car cruise across your slide, really, but it makes your sales deck look like it was made by an infant. Not too mention they’ll take away focus from your core story. In most cases.

 

He visto magníficas presentaciones de ventas con animaciones. Si debes hacerlo, opta por lo sutil y funcional. Menos es más y la coherencia es clave.

TL;DR

• las diapositivas son lo último en lo que deberías pensar
• #1 la coherencia es clave
• #2 menos es más
• #3 transiciones de temas de reflexión
• #4 que hablen las fotos
• #5 no te pases con las animaciones y los efectos

Some Killer Resources to finish it off 🗡️

#1 Canva 💯

 

If you feel rather unsure about your skills to design visually appealing slides 👉 cry no more. Your darks days are over.

Canva is a free online design tool that gives you the power to create practically anything — social media graphics, banners, invitations, infographics, flyers, business cards — by just dragging and dropping.

#2 Ready-made templates 🍭

I started out with slide design playing with ready-made templates. It’s a great way to get the hang of it and figure out a style of your own.

Sometimes it’s just easier to start from something that is already great and then fine-tune it to match your own ideas and identity.

Here’s a list of online marketplaces where you can get yourself some beautifully designed templates you can easily customise as you like.

• Slidemart
• Modelo deslizante
• GraphicRiver
• MejorarPresentación

#3 Book recommendations 📚

There’s only so much you can say in a blog post 😌.

Here’s a few books in case you’re hungry for more 😋.

Made To Stick — Chip & Dan Heath
El arte de hacer que las ideas sean inolvidables.

Lo que he dicho de que las historias son esenciales para que se mantengan, lo he sacado de este gran libro.

Una investigación sólida y una lectura divertida. Un libro que todo profesional del marketing debería tener en sus estanterías.

Carmine Gallo — Talk Like Ted
Las charlas TED han redefinido el significado de una presentación de éxito y se han convertido en un patrón oro para hablar en público.

El experto en comunicación Carmine Gallo analiza las mejores charlas TED para destilar los 9 elementos clave de una presentación de éxito.

While you’re at it, also check out his other book on the Presentation Secrets of Steve Jobs.

Both books are golden if you‘re looking to kill it in front of an audience.

Nancy Duarte — Slide:ology
La biblia del diseño de diapositivas.

Let’s say Ms. Duarte goes a little deeper than the 5 little hints I just gave you. Slide:ology will change your traditional approach to designing slides while teaching you how to become a visual thinker.

TL;DR

• Canva te da el poder de crear cualquier cosa
• Las plantillas ya creadas pueden ser una buena forma de empezar a diseñar diapositivas.
• leer libros

I’m out 👋

I did my part. It’s up to you now.

If you’re looking for a second opinion on your sales deck (or anything else that is cool), feel free to hit me up on Twitter @gillesdc — I love to chat.