Turning Creds Meetings into Second Meetings

I’ve reviewed and read countless credentials decks over the past 24 years as an agency search consultant at AAR Partners and my firm point of view is that these presentations should be referred to as capabilities decks, not credentials decks. Why is this critical? Credentials focus on your ability, resources and achievements, while capabilities emphasize the expertise you can bring to prospective clients.

That expertise should leap out of the deck quickly. Therefore, it’s essential to streamline your content for maximum impact. If your deck exceeds 12 to 15 slides, it’s time to cut back. Aim for clarity and brevity. Begin your presentation not with logistical details about your agency but “why you” and by framing the discussion around the client’s specific challenges and complexities. This approach sets the stage for a compelling narrative that resonates with the client’s needs.

If your case studies are text-heavy, consider trimming them down. Focus on storytelling that highlights the challenges faced, insights gained, lessons learned, and solutions delivered. Illustrate the thinking behind the solutions and of course, the outcome is just as critical as the output. This method allows you to engage your audience more effectively than a simple list of bullet points ever could.

One of the most vital aspects of your presentation is the way you conclude. Instead of closing with a polite “thank you,” take advantage of the opportunity to share insights you’ve gathered about the client’s brand from your preliminary research bringing it full circle to your strategic process. These insights can range from positive to critical, but they serve a vital purpose: sparking a conversation about the marketing challenges the brand is experiencing. This shift transforms your meeting from a one-sided presentation into an active conversation, significantly increasing the chances of a second meeting.

In your approach, prioritize the client’s challenges over your agency’s background. Personalize your discussion by setting up what “complex” means specifically for them. Ground insights into reality by showcasing relevant examples from your research process, demonstrating not just data but actionable intelligence.

Keep your deck visually engaging. Use minimal text and more visuals to enhance engagement. Prepare two versions of your deck: one for interactive live presentations that encourage conversation, and another as a scripted leave-behind that offers detailed information for self-guided review.

As you lead with case stories, once again, it is vital to aim to illustrate the measurable impact of your solutions. This storytelling approach creates a connection with the prospective client and illustrates your understanding of their brand needs.

Avoid using cluttered, verbose, overstuffed decks with excessive text or failing to demonstrate a clear understanding of the client’s unique category or regulatory environment. It’s crucial to address these issues head-on to build trust and confidence.

Lastly, remember that the goal is to engage and continue the discussion—not just to thank them. It’s worth repeating that it’s important to replace the thank-you slide with a teaser that invites further discussion on consumer insights. This shift not only makes your conclusion more impactful but also sets the stage for ongoing dialogue.

Key Recommendations for Your Capabilities Deck

1. Flip the Pitch Narrative: Start with the client’s challenges, not your agency’s background. Personalize what “complex” means for each client.
2. Emphasize Insights: Showcase insights from your research process, not just data. Bring them to life with relevant examples.
3. Shorter, Sharper Decks: Limit your deck to around 12 slides and use minimal text. Create two versions: one for live presentation and another as a scripted leave-behind.
4. Lead with Case Stories: Highlight challenges, insights, solutions, and measurable impacts through storytelling.
5. Engage, Don’t Thank: Replace your thank you slide with a teaser that invites discussion about consumer insights.
6. Make Logos Meaningful: Organize logo slides by category or complexity solved to demonstrate your agency’s unique strengths.
7. Balance Detail: Avoid overwhelming clients with too much information. Show the value of collaboration and creativity.

By transforming your approach from a credentials-based presentation to one centered on capabilities and actionable insights, you can create more meaningful interactions with prospective clients. Engage them thoughtfully, provoke their curiosity, highlight business benefits, and pave the way for possible future collaborations. Implement these strategies, and you’ll see your meetings evolve from simple presentations into valuable discussions that lead to potential and successful future partnerships.