Company Presentation: What Your Prospects Want to See

Before prospective clients hire you, they want to know what you can do for them and how qualified you are to do it. Here's how to structure your company presentation to show prospects what they want and need to see. Includes details for each of the 5 key sections of your presentation.
company presentation

Before prospective clients hire you, they want to know what you can do for them and how qualified you are to do it. As a result, your company presentation plays a crucial role in helping you secure new clients. Here’s how to structure your company presentation to show prospects what they want and need to see.

5 Key Parts of a Company Presentation

When you talk about your business during a sales pitch, your company presentation has to be very tight, well-organized and compelling. The best visual format for your company presentation, which is often in PowerPoint, is to include an image with a couple of bullet points on each slide.

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There are five main sections you should include in your company presentation. You can also use these sections on your website. Here they are in order:

    1. About Us – Your Company Story

The About Us section touches on the basic information about your company without going into too much detail. Succinctly explain what you do and who you do it for.

For example, “IDS specializes in technical writing services for software developers and systems integrators.” If you are small and do everything under the sun, you lose credibility. Organizations normally hire specialists as consultants, not generalists.

If you have an interesting story about your company’s origin, such as why or how it got started, you can share this during your presentation. Your slide deck should be limited to a few points so just add the story as you speak to your audience.

Also see How to Write an About Us Page for information about creating a story for your website, which you can use in your company presentation.

2. What We Do – Services, Solutions, Capabilities

Describe your core capabilities as well as your uniqueness. If you sound just like every other company that provides similar products or services, your prospects will have a hard time deciding whether they should hire you or someone else.

In this section, address questions like these:

    • What unique capability sets you apart from your competitors?
    • Do you have intellectual property, proprietary tools, exclusive distribution agreements that your prospects cannot get anywhere else?
    • Does your team have rare skills that can help your prospect achieve success faster?
    • Will your infrastructure enable your prospect to save money?

3. Who We Are – Leadership, Staff

Describe your team’s relevant experience in a functional, not chronological, manner. This isn’t the time to list everything on your resume. Instead, highlight important items that go to the heart of why your prospect should hire you.

If you’re small, that’s okay. Consultants and small businesses often use outside associates and operate with a small support staff. Include this information and point out that this leads to controlled overhead expenses – a direct benefit to the client.

Another advantage if you’re a small business: you can say that you will put your best and brightest on the project. If you are a principal in your company and manage the project, tell your prospect that you will personally be involved every step of the way. Unlike large companies who may have senior staff pitch a project, then assign junior staff to do it, you can make sure the project gets time and attention from very experienced staff.

4. Sample Projects – Case Studies, Clients

A listing of representative clients is important to show that you are not new to the business. Dropping some well known names will enhance your credibility, thus instilling a sense of security in the decision-maker’s mind. Avoid using past clients by name unless you have worked with them under your current company name or as an independent consultant.

Use this opportunity to briefly describe successful projects that you have worked on. Try to use examples that are like the project you are pitching. It will help your prospect see you as the obvious choice.

Create case studies that you can hand out to illustrate your creativity and solutions. Take along a welcome packet for new clients to show your audience what they will get when they sign with you. This plants a seed in your prospect’s mind about customer satisfaction.

5. What People Are Saying – Testimonials

Saying you can do the work is one thing. Having clients say you did a great job is quite another. Gather testimonials from your current or past clients and share them as quotes in your company presentation.

Be sure you include strong testimonials that talk to different aspects of a client experience. You want your prospects to feel comfortable knowing that when they select you and your team for their project, they will be in trustworthy hands.

See our Customer Testimonial Template for a copy/paste way to gather great testimonials for your company presentation.

Other Sections

You may want to include other sections such as Facilities or Equipment if your infrastructure is an advantage.

If your prospect is expecting pricing information, you can include a short statement about your fee structure in a section on Cost, Rates or Pricing. If you don’t need to provide specific pricing, use simple statement such as “Projects are conducted on a contractual, retainer, fixed fee, or cost-plus basis” to convey a professional approach to your fees. Avoid saying “competitive” or “negotiable.” The word “competitive” is so overused that it has lost its meaning.

Company Presentation Tips

Take pains to avoid these mistakes when you produce your profile: beginning with a vague purpose, overselling or under-rating your business, and writing unclear text.

Have others review it for content, clarity, and appearance before you distribute it. Consider using a professional writer or editor to help you get your company presentation into its final form.

Get free stock images to enhance the look and feel of your presentation so it’s not plain, boring text.

Remember that by focusing on the benefits you have to offer and not just the features that describe what you do, potential clients will be more inclined to select you instead of your competitor.


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