Every Sales Deck Is a Joke
Every sales deck is a joke.
A joke has three parts. The premise, the setup and a punch line. Sales decks need to do the same thing. Set the scene, identify the problem statement and then deliver a solution. Let’s break it down with the third time Dave Chappelle met OJ Simpson.
In comedy, the premise shares a relatable thing about our world to draw them into the story. The premise in sales is about painting a vivid picture of the things in their world. The market, the industry changes and the way they operate today. Chappelle talks about his experience hanging out with the Juice in a greenroom after a comedy show. He spends time sharing how warm and nice he is.
This leads into the setup which is used to introduce a specific tension or absurdity of the world. This is where stark realities get called out about the world your prospect lives in. AI is coming, the budgets are moving, shareholder value is slipping. Chappelle describes the physical sensation of OJ closing the door behind him after he says goodbye.
The second that door shuts, Chappelle and his friend immediately look at each other: ‘Man he definitely did that sh*t’. That’s the sales punchline. It’s the moment of unfiltered clarity and the delivery of a truth of how you can solve their reality.
In sales, you’re always working towards a great joke. Just don’t punch up the f*ck line.