I used to dread one slide in our sales deck.
It was the "process slide"… the one that walks clients through our six-step coaching framework.
Here’s what it looks like:
I always had this gut feeling it was too much
Every sales call started turning into a feature dump
Step-by-step, detail-by-detail... we were overwhelming people
And worst of all
We were making the sale about us, not them
So I took a step back and dug into the psychology behind process slides
What I found changed everything
Clients don’t need every detail
What they really want is reassurance
That there's structure
That it works
That they’re not walking into something unproven
That’s it
Once I understood that, I rewrote our sales script
Told the team:
👉 Keep it high-level
👉 Don’t read the slide
👉 Instead, listen for their pain — and only spotlight the parts of our process that matter to them
That same day, one of our reps messaged me
“Tried the new approach — already feels like people are engaging more”
And it makes sense
Sales isn’t about showing off everything we built
It’s about showing we get them
And proving we can guide them through the thing they’re most afraid of doing alone