Designing Buyer-Centric Sales Presentations That Win

January 1st, 2018

Barry Vasudevan VP, Principal Analyst

Barbara Winters VP, Principal Analyst

John Buten Principal Analyst

With contributors:

Katie Fabiszak , Paul Ferron , Amy Hayes , Beth Caplow

Summary

Sales presentations are among the most meaningful content assets for buyers across all phases of the purchase decision process. Sales presentation architecture should align to both buying cycle stages and sales process stages. Portfolio marketers must move outside their comfort zone to create sales presentations that center on the needs, interests, and perceptions of buyers. Focus on buyer needs in each presentation content component to instill buyer value into each sales process stage. In this report, we introduce the Forrester Buyer-Centric Sales Presentation Framework, which outlines the essential components of sales presentations that effectively address buyers’ concerns.

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