Getting the Message Right

The key to a successful credentials presentation is to keep it short and to the point.

A good way to build a credentials presentation is to use your team -- not just the sales team, but anyone in the business who would like to contribute. Ask different members of the team to put themselves in the position of a customer of your company, and talk to you about what they would like to hear. As you build your presentation, practice it with the team: discuss how it sounds and tweak it until you get it right.

The key to a successful credentials presentation is to keep it short and to the point. Don’t overload the customer with information -- you will (hopefully) have the opportunity to provide detail later. Give some history about the company and yourself. If you have an interesting anecdote about how the company started, don’t be afraid to share it. In a general sense, aim to tell them the kinds of things you do and the kinds of companies you work with, and briefly outline your success stories. Discuss needs in general, and then explain why what you have to offer can be of value to a company like theirs. Words such as “can” “could”, or “might” are the most appropriate because you have not yet learned enough about your customer to get specific.

ACTION POINT: Use the presentation to give a brief overview of needs you an fulfill and of your product line, but don’t make any assumptions about the specific needs of your customer.