What was the main finding of the survey regarding sales materials and customer needs?

The survey found a significant disconnect between the content sales teams include in their materials and what customers actually find important. For instance, 'Strengths/Features' slides, included in 81% of sales decks, were only considered important by 27.9% of customers. Additionally, many customers (80.6%) forget the content after a meeting, highlighting issues with material retention and post-meeting follow-up.

What is Cone Inc. proposing to improve closing rates?

Based on the survey findings, Cone Inc. is proposing a 'Best Practice Structure to Increase Closing Rates.' This structure is derived from analyzing the gap between sales materials and customer needs, aiming to create more effective sales presentations and follow-up materials.

Who participated in the survey?

The survey involved two groups: 1) An analysis of 100 sales materials supported by Cone Inc. between 2024 and 2026, and 2) A questionnaire answered by 222 individuals who had experience considering the adoption of BtoB services within the past two years.

What is the background of this survey?

Cone Inc., through its sales material creation service 'c-slide,' supports over 200 companies annually. A common client concern is uncertainty about what content to include in sales materials. This survey was conducted to address this issue by identifying what truly resonates with customers and what makes sales materials effective.

[Survey] Slides 'to Include' in Sales Materials Were Misaligned with Customer Needs: Analysis of 100 Sales Decks x Survey of 222 Customers' True Feelings

Published Mar 30, 2026 5:00 PM ・ Updated Jun 2, 2026 1:01 PM ・ 4 min read ・ Source: PR TIMES

A survey reveals a gap between sales materials and customer needs, proposing measures to improve closing rates.

Cone Inc. (Headquarters: Osaka, Osaka Prefecture, Representative Director: Tatsuki Sato) analyzed the slide items of 100 sales materials it supported from 2024 to 2026, and conducted a questionnaire survey of 222 customers who had been involved in considering the adoption of BtoB services within the past two years.

The results revealed that slides that sales teams consider essential are not resonating with customers. For example, while the insertion rate for 'Strengths/Features' was 81%, customers' perceived importance was only 27.9%. Furthermore, 80.6% of customers responded that they had experienced 'forgetting the content after a business meeting,' indicating that the format of materials sent after meetings also affects closing rates.

This survey presents a 'Best Practice Structure to Increase Closing Rates' derived from these two data points. Full Report Analysis of 100 Sales Decks x Survey of Customers' True Feelings: Best Practice Structure to Increase Closing Rates

[Survey Overview]

Survey Subjects ① 100 sales materials supported by our company from 2024 to 2026 ② 222 individuals who have experience considering the adoption of BtoB services within the past two years Survey Period March 17-19, 2026 Survey Method Internet survey conducted by the research agency service 'c-slide lab' Survey Conducted By Cone Inc., which operates the sales material creation agency service 'c-slide'

Background of the Survey Through our sales material creation agency service 'c-slide,' we support over 200 companies annually in creating sales materials. One of the most frequent consultations we receive from clients is the difficulty in knowing 'what to include in sales materials.'

In our 2024 survey, which asked about 'sales materials that are not read by clients,' we found that...

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Source: PR TIMES
Category: News

[Survey] Slides 'to Include' in Sales Materials Were Misaligned with Customer Needs: Analysis of 100 Sales Decks x Survey of 222 Customers' True Feelings

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