When designing your second tier sales deck, your opening sets the tone, for how you will provide your customers with an optimised ROI.
Your opening should allude to ROI, but as you have not yet built your complete narrative, your references to ROI, should be broad and focused on setting the tone for the rest of the narrative, which will follow.
When meeting with the people, who hold the budget, you need to first focus on the challenge or pain point experienced by your customer and then you need to connect, how by using your product or service, they will transform their business.
In other words, you need to demonstrate how your products or services, will help your customer to move from an undesirable, place to a more desirable one.
This allows them to very quickly understand whether you and your organisation are a “FIT” and whether, you and your organisation, will provide them with an optimised solution.