How can you use data to tailor technical sales presentations to different company sizes?

Craft a value proposition that emphasizes the unique advantages your product or service brings to companies based on their size. Show how your solution scales to accommodate growth or offers efficiency for smaller teams.

Know your audience! How? Gather some intel by talking with friends who work or have worked at your prospect's company, read the news about what is happening in their industry, and conduct desk research on everything you can, from LinkedIn to Gartner Magic Quadrants. However, the best approach is to engage with your potential client before the presentation to understand five key things: 1. What are the main challenges the company is facing, and what are their short and long-term objectives? 2. Who will be attending the presentation (roles and responsibilities)? 3. Which specific aspects of your product are they most interested in? 4. What particular problems are they hoping to solve? 5. What are their expectations for this presentation?

For example, when targeting small businesses, they might be looking for solutions for managing employees and optimizing resources. Whereas large businesses might be looking for solutions for data privacy and transparency. The intensity varies by the size of the organization.

Whether it is a small or large business, Understanding the customer's pain and what they are missing in their current situation is more crucial than giving a solution. Spend more time understanding the customer's issue before giving a solution. Displaying a basketful of solutions complicates or delays the customer's decision-making process. Last but not least, rather than attempting to supply solutions that we have, provide solutions that people require now and future.

Data is king. The business environment is dynamic and data brings us closer to understanding, increase prediction and respond better. Sales is about giving a solution to a problem and we can better solve this problem by through market visualizations from data. Data offers visibility of the market and a better way to plan effectively operations. On sales, this gives us targeted approach, market segmentation and better customer approach for solutions we offer.

You don't need to have as many presentations as the markets or industries you serve, but having some degree of flexibility is essential. I would recommend exercising this flexibility in the case studies you select. The data in these case studies should be as comprehensive and as analogous as possible to your audience co. size, industry or aspirations, or you're going to lose them right away. Imagine presenting a multimillion-dollar solution case to a small local company! The first thought will be, "That's not for me!" The only exception are cases from the same industry. If you have case studies from industry leaders, beloved brands, or known competitors of your client, that would help consolidate your reputation and credibility.

Some ways to get started are by asking the right questions: 1. What kind of data is available within the organization? 2. The goal they want to achieve All analysis and data structuring will be done considering the goal. 3. Duration of the report. Are they planning to use this report for long-term decision-making or for one-time information?

The most important point to keep in mind is always to know your audience. Not everyone is interested in the same information and everyone has their own objectives. Always show information that is relevant to the person or management you are talking to. A small company may be interested in reducing costs and/or production or delivery times, while a large company may be particularly interested in the margin it makes on each product sold.

One can choose relevant data by understanding customers point of view and their demand. I always say understanding one's perspective is very important. Add relevant data according to customers demand.

Selecting compelling data is a linchpin in tailoring our approach to businesses of different sizes. Focusing on testimonials, case studies, and ROI calculations proves impactful for small enterprises, showcasing tangible benefits like time and cost savings. Medium businesses thrive on data illustrating growth potential, competitive advantages, and innovation through market trends, benchmarks, and feature highlights. Large enterprises with intricate needs demand technical specifications, performance metrics, and compliance standards to ensure seamless alignment. Our data isn't just numbers; it's a narrative that resonates with each business size, addressing specific objections and establishing credibility.

Let's say you know the problem and have figured out the solution. Now this is the most important step. The way you present the data is not about your design skills but about how well end-user can understand. If the end-user only understands tables, That present them all in tables. Always keep them in focus and develop your design and reporting strategy.

Focus on the "so what". Your audience is generally going to be presented with a variety of competitors who all offer to "increase sales by x" or "improve efficiency by y". If you can draw out a specific tactical insight from the get - go, or provide concrete examples of where you have done this for other customers you will stand out compared to competitors that just offer noise. The data and tooling you are selling is ultimately a means to create value. Showcase that value creation with data as the backbone.

Presenting tech sales data clearly requires a thoughtful approach. Begin by organizing information logically, using clear headings and subheadings. Utilize visual aids like charts and graphs to simplify complex data, ensuring they align with the narrative. Highlight key metrics that resonate with your audience's goals, emphasizing the benefits of your tech solution. Avoid jargon and explain technical terms to enhance understanding. Incorporate real-world examples and case studies for practical context. Practice a clear and confident delivery, encouraging questions for further clarification. By simplifying, visualizing, and contextualizing data, you enhance its clarity and impact in tech sales presentations.

Visual display of quantitative information is an art form. Try to transform the information into graphics, comparative tables, infographics, etc. Know the formats. Don't use pie or donut charts unless you are discussing topics that represent 100% of the universe you presented. Avoid using tables filled with text. Instead, switch to icons, Harvey Balls, and other visual resources. Bring as much context and information as you can, but be aware that, unlike your client, you may be new to the industry. Put some thought into it. And don’t fall for data traps. Understand how the data was gathered, what the sample size was, and its relevance. There is more bias in any data you gather in your desk research than in poorly trained AI.

When presenting, it's vital to acknowledge that clients arrive with specific questions. As the presenter, your task is to swiftly provide satisfying answers backed by accurate data. Keep the presentation concise, ensuring each argument is substantiated by a singular, impactful number. This approach prevents overwhelming the audience with excessive data while maintaining precision and clarity.

Adapting data to feedback from a tech presentation is crucial for continuous improvement. After the presentation, solicit feedback to understand audience insights and concerns. Analyze this feedback to identify areas of improvement or clarification. Adjust data visuals, narratives, or emphasis based on the received input. Consider tailoring future presentations to address specific questions or uncertainties raised during the feedback process. Regularly iterate on your data presentation approach to align with the evolving needs and expectations of your audience. By incorporating feedback, you not only refine your data presentation skills but also enhance the relevance and effectiveness of your tech presentations over time.

Data without a storyline is meaningless. Like a river that starts in the highlands and terminates in the ocean. Its the same river but in one section there are rapids and crockodiles and before it seeps into the ocean its a slow silted estuary. Same river!

Adapting to feedback is a dynamic process. For small businesses, showing adaptability to their evolving needs can be very persuasive. Medium businesses will value a solution that grows with them, reflecting their feedback in your data. Large businesses will appreciate comparative data that highlights your solution's superiority over competitors. At every level, it's still just creating awareness, informing decision making, building adaptability and resilience into every system and process.

In the dynamic realm of technical sales, data is a living entity that evolves with time and feedback. Tailoring your data to different company sizes necessitates a keen responsiveness. For small businesses, regular updates showcase adaptability to changing circumstances. Medium-sized enterprises benefit from critical data analysis, demonstrating how your solution evolves based on their feedback. Large businesses, with diverse alternatives, appreciate comparisons showcasing your solution's superiority.

Adapting the data also to the type of company process, its market and internal dynamism, beyond the size of the company, means knowing what its structure is like and also making a presentation that adapts to each form of operation.

Don't make assumptions. Just because a company is small doesn't mean they aren't advanced, and just because a company is big doesn't mean they are. And yes, big companies tend to have bigger budgets, but they also tend to have procurement departments who spend all day focusing on lowering vendor costs. Approach each meeting with an open mind and you may be surprised at the results.

Invest in a concise yet comprehensive master slide deck, with additional "time saver" side presentations in the same layout for flexibility. The best time savers I've utilized include arrows, balloons, boxes, schematics (such as funnels), tables, Harvey Balls, Gantt chart elements, histograms, scatter plots, and mind map elements. Side case presentations for borrowing cases are also useful. Ensure the presentation is flexible for company-wide contributions with minimal layout changes. Sales teams can easily adapt it. Utilize non-PPT elements like boards and cards. Want to make a stronger impact? Create a phenomenological experience for your prospects to highlight your value proposition. Need help?

In large corporations, tweaking presentations can feel like trying to change the course of a river—thanks to the ever-watchful legal teams. Early in my career, I learned a valuable lesson: sometimes, it’s best not to mess with a perfectly designed PowerPoint. Why? Because, let’s be honest, not everyone’s ‘tweaks’ make things look more professional.

Use data-driven insights to create more individualized technical sales presentations for varying company sizes. First, divide the organizations into small, medium, and big categories according to pertinent characteristics. Make use of consumer feedback and market research to identify specific problem concerns related to each size category. Create thorough buyer personas for every market category, including obstacles and demographic information. Tailor your content by changing the messaging to specifically suit the particular requirements and objectives of every size of business. Include particular data points in your presentation to demonstrate the applicability of your ideas and to reaffirm that you understand their problems.

Practise. Share with a colleague before presenting. Be confident in your material - it's just as good as any guess in a fractious world. And have fun!