Your company profile presentation is not equal to your sales deck

You spend time carefully crafting the perfect company profile. It tells your origin story, introduces your team, outlines your capabilities, and conveys your mission. Then a prospect asks for a presentation and you proudly send over that profile thinking it will seal the deal. 

Not so fast.

While that company profile serves an important purpose, it was never meant to be your sales presentation. Don’t confuse the two.

This is the common mistake made by so many companies out there and that is the reason we always ask the customer specifically ” Do you need a company profile PPT or Sales PPT?

Let’s understand first what is a company profile presentation

Your company profile is your identity. It provides an overview of:

– History and founding story
– Mission, vision and values  
– Location and facilities
– Leadership team
– Core capabilities and expertise
– Clientele and case studies
– Culture and values
– Awards and achievements

The goal is to tell your unique story in an authentic way. It builds credibility by highlighting your experience and track record. 

However, the company profile is not a sales presentation

It should not include pricing, promotional offers, or heavy product/service details. Those belong in your sales materials.

Profiles often live on your website, LinkedIn page, press kit, sales collateral, and other channels. Crafting a consistent profile across platforms is crucial, rather than cobbling together various drafts.

Defining the Sales Presentation 

In contrast, a sales presentation is specifically designed to highlight your value proposition, convince the prospect to buy from you, and close the deal.

Sales presentations are tailored to the prospect’s needs, challenges, and goals. They include:

– Overview of their pains and how you can solve them
– Case studies and proof points demonstrating your expertise with similar clients 
– Benefits and outcomes the prospect will achieve by partnering with you
– Details on your specific offering for them
– Next steps and calls to action

They speak directly to that individual prospect. They are not broad overviews of your company, but focused pitches explaining why you are the ideal partner.

Why Differentiating the Sales deck & Company profile PPT

Failing to differentiate between company profiles and sales presentations causes a few predictable issues:

Muddied Company Profiles

Trying to cram sales-y content into your profile distorts your story. For example, promoting discounts or certain products/services that aren’t core to your brand comes across as inauthentic.

Weak Sales Presentations

Likewise, simply repackaging an “About Us” overview doesn’t address the prospect’s unique situation. You need to customize the pitch to resonate.

Confused Prospects

If you send a generic company profile when the prospect expected a tailored sales presentation, it seems like you don’t understand their needs or take the opportunity seriously.

Missed Opportunities

Not clarifying whether the prospect wants your story or your sales pitch can make you miss the mark completely.

Ask questions upfront to determine if they need your profile for background, or want a customized presentation focused on their challenges. Either way, delivering the right content is crucial.

Crafting Company Profile and Sale Deck for Maximum Impact

How can you optimize both your company profiles and sales presentations?

Building Better Profiles

Keep your company profile consistent across platforms. Refresh it annually to keep stories, achievements, and personnel updated. 

Focus on what makes you unique while keeping the tone factual yet engaging. Leave out overt sales content. Profiles tell who you are, not why the prospect should buy.

Creating Killer Sales Presentations

Start by asking questions – understand the prospect’s goals, pain points, and reasons for considering you. Establish the presentation objectives.

Then tailor content around how you can meet their specific needs. Go beyond a corporate overview to craft compelling case studies, proof points, and service details. 

Leave the company background as a footnote. Stay laser-focused on selling to that individual buyer.  

Clarify Upfront

Before spending time creating content, clarify exactly what the prospect needs. Ask if they want your profile for background, or a presentation focused on their unique situation.

Managing both a company profile presentation and sales deck is crucial. Make a small effort to differentiate their purpose, tone, and content. Taking this considered approach will optimize your ability to connect with prospects and customers.

Here are a few questions that we get when customers reach us to get PPT-designed

1) I need a PowerPoint presentation for meetings with prospective clients. Can you create a presentation for us?

We ask upfront are you looking for a company profile or sales deck? This is where the confusion starts as they want a company profile but intend to use it for sales

2) Instead of a sales presentation, could you create something I can use as both a company overview and a sales pitch? 

We find it’s most effective to separate the company profile and sales presentation into two distinct documents. Trying to combine them into one usually waters down both.

3) What’s the difference between the company profile you created for our company and the sales presentation I asked for? 

The company profile shares your story, experience, capabilities and team. The sales presentation will be customized around your prospects’ needs and highlight specific services and case studies to persuade them to buy.

4) Can you add some more details on pricing and promotions to the company profile you’re designing? 

We recommend keeping company profiles focused on your story and brand identity. Specific pricing and promotions belong in the sales presentation instead.

5) Don’t you have presentation templates I can use for sales meetings? Our company overview should cover most of the background needed.

We customize each sales presentation to the prospect and objectives, rather than using templates. This ensures we address their specific situation persuasively. The company overview won’t have that sales focus.

So next time when you want to design a presentation keep it in mind that your company profile is not equal to your sales deck and you need to have both. 

Author : Harish K. Saini

Publishing Date : 11 September 2023