Creating_a_Challenger_Pitch_Deck.pdf

TEMPO: THE CHALLENGER METHOD
CHALLENGER™ PITCH DECK
CREATION
GUIDE

2
© 2020 Challenger Performance Optimization, Inc.
TEMPO: The Challenger
Method Playbook
This Pitch Deck Guide was created to
help you bring Challenger™ Insight to
life in the form of a pitch deck,
helping customers both hear and see
a Commercial Insight. A pitch deck
that follows the Challenger
choreography is designed to help
engage a customer in conversation
and reinforce the teaching points
during the sales process.
BACKGROUND & PURPOSE
This guide provides:
 Design principles to consider
when building a presentation
 How a presentation should align
to the Challenger choreography
 An example of a Challenger
pitch deck (Franke Foodservice
Solutions)
 Pitch Deck Audit

3
Method Playbook
The pitch deck example on the following pages is meant to help you understand how to apply the
Challenger choreography when creating presentation materials. Unlike traditional decks that focus
on products, services, and the company, this Challenger™ deck focuses on the customer problem
and the teaching opportunity.
DECK EXAMPLE AND DESIGN PRINCIPLES
Design Principles to DO
 Use visual cues to gain credibility and
show the customer you have a deep
understanding of their world
 Keep your pitch decks simple and
include only the most relevant and
resonant items
 Follow the Challenger choreography, and
try to limit the total number of pages
Design Principles to AVOID
 Avoid using a lot of text and remember, a
picture is worth a thousand words
 Leave out the map of all your office
locations and avoid the “logo page” of all
your impressive customers
 Do not stray from the six steps in your
Challenger Message and do not mention
your “solution” until the end

4
Method Playbook
CHALLENGER™ CHOREOGRAPHY
Remember that you may not get to every piece of the choreography in a conversation. Make sure
that you are building credibility, engaging in conversation with the customer, and moving to the next
step once they’ve indicated they “buy in” to the idea you’re presenting.
Positive
Level
of
Customer
Excitement
Negative
SHARE REFRAME
INTRODUCE IMPACT
REVEAL VALUE
Warmer
Rational
Drowning
Emotional
Impact
New
Way
Solution
Reframe

5
Method Playbook
Note: the deck does not have to be six pages as noted in this check list, but it should mirror your Commercial Insight and only include the
most relevant and resonant items. Keep these questions in mind as you review the sample pitch deck provided on the following pages.
1. Quantifies the full cost of
allowing the problem to
persist; uses metrics
meaningful to the customer
2. Does not yet incorporate
the benefits or ROI of your
product/solution
Warmer Reframe Rational
Drowning
PITCH DECK
1. Accurately portrays how a
majority of your
customers approach their
businesses
2. Incorporate the target
customer’s key assumptions
about the problem
1. Exposes something the
customer is missing (e.g., an
unrecognized problem or
misunderstood cause to a
problem)
2. Incorporates a sympathetic
tone as to why the status
quo is no longer acceptable

6
Method Playbook
1. Provides guidance on a new
approach and the benefits of
making a change
2. Does not include your
solution or company logo
1. Clearly shows how your
solution is capable of solving
the customer’s problem
2. Highlights how your
solution is unique,
valuable, and proven
3. Concludes with a call to
action for your
customer
New Way Solution
Emotional
Impact
PITCH DECK CONTINUED
1. Uses imagery to help convey
what the problem “looks”
and ”feels” like
2. Creates a memorable
visualization of the
problem

7
Method Playbook
Company background:
Industrial manufacturer headquartered in Switzerland with companies located across the globe
Message background:
Franke Foodservice Solutions provides commercial kitchen solutions to the largest foodservice chains
across the globe.
By teaching their customers that the standard and recommended cleaning process for ice machines
is still exposing them to risk and costing them money, Franke was able to increase sales for a new
product called EcO3Ice. This product not only reduces bacteria by 99%, but is chemical-free and
continuously decontaminates machines, thus reducing the time and cost of manual cleanings.
Target Audience:
Food Service Operator
REAL WORLD EXAMPLE

8
Method Playbook
Effective use of imagery:
The images – both real and animated – are an effective way to show the dangers of
contamination.
Minimal text:
Despite the somewhat lengthy talking points, the words on the page are very
limited. That is because this deck is meant to support the salesperson, not replace
him or her. This point is imperative. Do not simply take a full Challenger Message
and place it in a deck. Think about how to support the message via images and
deliberate use of text and numbers.
Adherence to Choreography:
The deck follows the choreography of a Commercial Insight but still limits the total
number pages.
NOTICE IN THE DECK

9
Method Playbook
COVER SLIDE: REAL WORLD EXAMPLE
Note: Colors, images, fonts, etc. all
adhere to Franke brand guidelines
while also resonating with their
target audience.

10
Method Playbook
Warmer(Abridged)
(from Commercial Insight)
“Ice is almost everywhere in
foodservice…and even more so with the
industry’s dramatic rise in sales of
smoothies, blended ice drinks, iced
coffee, and so on over the past 10 years.
At last, consumers are beginning to
understand that ice itself is a food—and
not just a ‘thing’ that keeps food and drink
cold. With that knowledge comes higher
expectations for the purity of ice.”




Note: This slide clearly depicts what
operators are currently doing to
minimize risk and clean their ice
machines.
Warmer: Builds credibility by empathetically
sharing familiar trends and issues

11
Method Playbook
Reframe (Abridged)
“However, many do not realize how
immediately after cleaning, ice machines
become re–contaminated from microbes in
the water, air, ice scoops, buckets, and
human hands. Not only does this increase
cleaning and service costs, it also puts
customers at significant risk of foodborne
illnesses.”
Reframe: Exposes an incorrect belief or
assumption the customer has about their business
Note: This slide exposes something
operators are missing about their
current cleaning process, in a creative
and eye-grabbing way.
Tip: Use precise language to avoid
ambiguity.

12
Method Playbook
*Study performed by the University
of Nevada, Las Vegas in2011
Rational Drowning (Abridged)
“It’s easy to think that this sort of thing
would never happen to you, but with a
study revealing that 33% of ice samples
collected and tested exceed the
Environmental Protection Agency (EPA)
limit set for heterotrophic bacteria
concentration in drinking water and 70.3%
of samples tested positive for coliform
bacteria, can you be certain?”
Rational Drowning: Builds the business
case for the full cost of customer inaction
Note: This slide clearly states the
rational pain by showing the
statistic in large font and then
visually representing that number
on the page as well.

13
Method Playbook
Rational Drowning, Continued…
(Abridged)
“Most manufacturers recommend at
least 2 deep cleanings per year, but as
soon as they’re done, biofilm begins re-
growing immediately—sometimes as
quickly as 72 hours after cleaning.
Biofilm build-up is especially common in
operations where airborne microbes are
present in higher numbers and where
these microbes naturally drift into the
inviting environment of a cool, damp ice
machine cabinet or bin.”
Tip: Use effective imagery and
minimal text.
Rational Drowning (CONT'D): Builds the business

14
Method Playbook
Rational Drowning, Continued…
(Abridged)
“And, anyone familiar with the impact of
food safety incidents in restaurants can
cite the financial risk of liability, and a
marketer would point out the impact of
negative consumer impressions. Five
months after a significant E. coli outbreak
at Chipotle, stock prices were still down
34%. In fact, more than two years later,
Chipotle was at one third of its value from
before the first outbreak.”
Rational Drowning (CONT'D): Builds the business

15
Method Playbook
Emotional Impact: Shares anecdotes
to humanize the business issue
Emotional Impact (Abridged)
“No responsible foodservice operator
would ever serve a sandwich on bread that
had some mold on it. And he wouldn’t
serve ice that came out of a moldy ice
machine – if only he regularly looked at the
inside of his ice machine. But he doesn’t,
and most people in the industry don’t
either until the calendar says it’s time to
clean the ice machine. By then, countless
loads of ice may have been
contaminated… Can you be positive you
are not the one out of three who exceeds
EPA limits?”
Tip: Make your story relatable by
using words, visuals, etc. that
resonate with your target audience.

16
Method Playbook
New Way (Abridged)
“Many operators are using new sanitation
technologies that can keep an ice machine
much cleaner through a continuous, in-
machine process. They are using it to
effectively attack biofilm and slow its
recurrence. Such a technology can quickly
pay for itself by reducing the cost of deep
cleaning and the associated down-time
and interruptions, plus the maintenance
and repair costs caused by biofilm build-up
on working parts.”
Note: There is no mention of their
solution or company at this point.
Tip: Consider changing background
color at this point to visually signify
the change from “bad news” to “good
news.”
A
C
B
New Way: Provides the customer with
a new approach to address the issue

17
Method Playbook
New Way (cont’d): Provides the customer with
a new approach to address the issue
Note: This page in the deck provides a
hyperlink to a very brief video on
YouTube. The video is a fun, different,
and very powerful way to show the
harm associated with tainted ice,
showing snippets from several news
media stories on this issue. It also
closes with a reminder that ice is food
and provides more information on
Franke.

18
Method Playbook
REDUCES
MICROBIAL
BUILDUP
ELIMINATES
ODORS WITHOUT
CHEMICALS
Solution: Shows how your offering can
solely enable the desired course of action
Solution (Abridged)
“Only Franke can provide you with a long-
term solution to continuously
decontaminate your ice machine,
substantially lengthen the deep-cleaning
interval, and protect your customers from
ice contamination without the expense
and hassle of regular manual cleanings.”
Note: This is the first time they
mention their solution by name.
Tip: Do not dilute this section with a
long list of offerings. It needs to be
aligned to the rest of the message.
Only present what can solve for the
problem.

19
Method Playbook
Solution (cont’d): Shows how your offering can
Note: This is the point in the
presentation where you can show all
the great aspects of your
product/solution.

20
Method Playbook
Solution (cont’d): Shows how your offering can
™
Tip: Consider adding third party
validation via customer quotes. But
remember, this should come at the
very end of the presentation!

21
Method Playbook
CLOSING SLIDE
Tip: Your closing slide can include a
simple tag line or image that aligns
with your brand.

22
Method Playbook
EVALUATE YOUR PITCH DECK
Use the audit below to ensure your presentation adheres to Challenger™ principles. As a reminder: the
deck should mirror your Commercial Insight. That way, the verbal and written messages are consistent.
Warmer Reframe
Rational
Drowning
 Quantifies the full cost of allowing the
problem to persist; uses metrics
meaningful to the customer
 Does not yet incorporate the benefits
or ROI of your product/solution
 Accurately portrays how a majority
of your customers approach their
businesses
 Incorporate the target customer’s key
assumptions about the problem
 Exposes something the customer is
missing (e.g., an unrecognized problem
or misunderstood cause to a problem)
 Incorporates a sympathetic tone as to
why the status quo is no longer
acceptable
 Provides guidance on a new approach
and the benefits of making a change
 Does not include your solution or
company logo
 Clearly shows how your solution is capable
of solving the customer’s problem
 Highlights how your solution is unique,
valuable, and proven
 Concludes with a call to action for
your customer
New Way Solution
Emotional
Impact
 Uses imagery to help convey what the
problem “looks” and ”feels” like
 Creates a memorable visualization
of the problem

WISDOM
TO WIN

Creating_a_Challenger_Pitch_Deck.pdf

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Creating_a_Challenger_Pitch_Deck.pdf