Identify the problem that the customer / potential customer faces – in their language.
Quantify the impact of the problem on their department / company / life.
Specify the need the customer has in order to solve the problem [while this should be a problem your business can solve, it should NOT be a mirror image of the solution.]
Propose your solution, again using the customer’s words. This can include a solution overview and three to four detailed slides, more if the solution has more parts.
Quantify the benefits the customer will receive if they implement your solution.
Sell your competitive advantage – what you provide that no one else can do.
Substantiate your claims and your credentials – this is best done through third-party verification; e.g. testimonials, customer / analyst quotes; independent studies, case studies.
This is a ‘scripted’ way to keep the conversation going: Do we conduct a review and come back with results? Schedule a demo? Engage others in the conversation, etc.