Industry veteran Peter Kazanjy recently outlined a concise, six-point structure for sales decks, emphasizing storytelling over feature lists to enhance founder and sales team effectiveness. Shared via a tweet, Kazanjy's framework aims to guide entrepreneurs in crafting compelling presentations that resonate with potential clients and drive conversions. The structure underscores the importance of a narrative approach in sales.
"Founders: The winning sales deck structure: 1. Market forces (why now) 2. Current challenges (their pain) 3. Future vision (the dream) 4. Your solution (the bridge) 5. Proof points (why believe) 6. Next steps (the path)," Kazanjy stated in the tweet. He further advised, "Tell a story, don't list features," highlighting the core philosophy behind his recommended approach.
Kazanjy, a prominent figure in the startup and sales ecosystem, is the co-founder of Atrium and previously co-founded TalentBin, which was acquired by Monster.com in 2014. He is also the author of "Founding Sales: The Early Stage Go-to-Market Handbook," a widely recognized resource for founders and first-time sales professionals. His work consistently advocates for practical, founder-led sales strategies.
This structured narrative approach is designed to guide prospects through a logical progression, beginning with understanding their context and pain points before presenting a solution. By focusing on "market forces" and "current challenges," the deck establishes immediate relevance and empathy with the audience. The subsequent "future vision" and "your solution" then position the offering as a transformative answer to identified problems.
The inclusion of "proof points" builds credibility, offering tangible reasons for belief in the solution's efficacy. Finally, "next steps" provides a clear call to action, outlining the path forward for the prospective client. This framework, rooted in Kazanjy's extensive experience, aims to de-risk the sales process and equip founders with a persuasive tool for securing business.