How do you make a presentation that speeds the sales process?

By talking to both who will use and who will pay.

USP. Unique Selling Propostion. Unique?  Unique for whom? The seller or the buyer?  Which buyer?

I recently watched an interesting video titled “Selling Above and Below the Line” by Skip Miller, author of a book by the same name.  Here is the short video:

My take-away message is this: there are two types of buyers salespeople need to convince:  the users and the C-suite.  Each buyer type needs a different value proposition.


The users generally want to know product features and benefits, while the C-suite wants to know how your product benefits the company, in other words, how it fits their strategy, processes, finances, new initiatives, risk mitigation efforts, etc.  The overall business issues are their primary focus.

As a presentation trainer I immediately asked myself:

How does this relate to the sales presentation you need to build?

If you are presenting to the users, go into the features and benefits first, addressing their needs, but then move to discuss how your product fits within the overall business issues.  Why?  The users need to know this information too, in case it will be up to them to convince the C-suite. Help them to sell for you, this can shorten the sales cycle.

If you are presenting to the C-suite, start by addressing how your product relates to the overall business issues, but don’t forget to mention some of the key features as well. Why?  You don’t want these executives to later talk to the users and be told “that will never work,” without being able to respond in your favor.  This tactic can also speed up the sales process.

Mind you, these content pieces are not the only content that needs to be in your sales presentation. But by planning and building slides for two value propositions, one for each buyer’s point of view, your presentation will be more effective.

Don’t waste your opportunities.

Craft the right USPs and put them to good use in your presentations.


If you found this blog post useful, you might also be interested in this one: Company presentation structure for clients.