Last month, James—the CEO of a mid-sized consulting firm spoke to one of our Creative Directors.
“I’m pretty excited about this,” James said, his optimism practically bouncing through the screen. “We’ve got a big client presentation coming up, and we’re really hoping this is the one that seals the deal. But… well, I’m starting to feel like we’re not hitting the mark. Every time we present, the client’s reactions are a little... flat. It’s like we’re missing that spark.”
Intrigued, our Creative Director asked to see the presentation. As they flipped through it, it quickly became clear where things were going wrong. The slides were packed with solid data—“Our Team’s Experience,” “Industry-Specific Solutions,” “Proven Results”—but it all felt a little, well, meh. They were presenting their expertise, but the connection with the audience just wasn’t there. It felt more like a lecture than a conversation.
“James,” the Creative Director said, “Here’s what I think: You’re telling them everything they need to know, but what they want is to feel the difference you’re going to make in their world. Your presentation needs to connect emotionally—show them how your expertise will transform their business, not just list your credentials.”
As a presentation design agency, we get calls like this all the time. Clients come to us with decks full of great content that just isn’t landing with the audience. So, if you're here looking for answers to why your client presentations might not be getting the reactions you want, don’t worry. We’ve got you covered with some tips, tricks, and fresh ideas.
How to Make a Client Presentation [using storytelling]
1. Start with Why—Not What
You know how your mom always tells you, “It’s not what you say, it’s how you say it”? Well, when it comes to client presentations, it’s true.
You’re not just selling them your product, your service, or your idea. You’re selling them why they should care. Think about it: when clients come to you, they’re not looking for a laundry list of your capabilities. They’re looking for answers to their pain points. They want to know how your solution will solve their specific problem.
So, start with a powerful “why.” Ask yourself: What keeps your client up at night? What’s the one thing they’re dying to fix?
Frame your presentation around that core issue and show them why you’re the one who can solve it. Once you’ve nailed the why, the what and how will feel like a natural progression.
Example: Instead of “We offer innovative software that boosts productivity,” try: “Right now, your team is spending 15 hours a week on manual tasks. That’s 15 hours they could be spending on projects that actually drive growth. Imagine cutting that down to 3 hours. That’s where we come in.”
2. Show, Don’t Just Tell
We all know the adage “show, don’t tell,” and yet, too many client presentations lean heavily on the “telling” side. Your client wants to see the difference you can make. They don’t want to read a wall of text or listen to you drone on about features. They want to experience how your solution will change their world.
Instead of listing out all the great things your service does, make them feel it. Show real-world applications, case studies, and visual examples that bring your solution to life. Even better, use before-and-after scenarios to highlight the transformation.
Example: Don’t just say, “We streamline your processes.” Instead, say, “Here’s a client who was spending an hour a day on admin work—after using our solution, they’re down to 15 minutes. This freed up time for them to launch a new marketing campaign.”
3. Tell a Story (Not Just Facts)
Humans are wired for stories. If you’re still presenting facts and figures without a narrative, you’re doing it wrong. Stories engage, create empathy, and stick in people’s minds long after the presentation is over.
Take your audience on a journey. Introduce a protagonist (your client), show their struggle (the problem they’re facing), and then reveal how your solution is the hero (spoiler: your service is the hero). Finally, give them a glimpse of the happy ending (how their business will thrive after they work with you).
Example: “Meet Sarah. She’s the COO of a fast-growing e-commerce company. For months, her team has been drowning in unorganized data—leads are slipping through the cracks, and her employees are working overtime to keep up. But after implementing our solution, Sarah’s team is working smarter, not harder, and her sales have grown by 30%. And that’s just the beginning…”
Make it relatable. Make it personal. Let them see themselves in the story. It’s not just about your company—it’s about how your solution will change their reality.
4. Keep It Engaging—But Don't Overwhelm
Let’s talk about something that’s easy to overlook in the frenzy of creating a killer presentation: pace.
It’s easy to get excited and cram as much information as possible into your slides. But here’s the thing: More information doesn’t mean more impact. You need to keep things moving. After all, a presentation is like a good movie—it should have a rhythm, a flow, and just the right amount of suspense to keep your audience interested.
So, don’t overwhelm your audience with slide after slide of text. Keep your content concise, impactful, and easy to digest. Each slide should have one clear message—focus on quality, not quantity. If you can, keep your slides to around 10-15. Less is more.
5. End with a Strong Call to Action (But Keep It Subtle)
The close is the most important part of your presentation, so don’t fumble it. But please, for the love of all that is professional, don’t end with a generic “Let’s schedule a follow-up call.”
Instead, focus on the next logical step for your client. Make it feel like the natural progression of the conversation.
Example: “We’re really excited about the possibility of partnering with you. If you’re ready to explore how we can implement this solution and start seeing results, let’s set up a time to get the ball rolling. We can walk you through a tailored implementation plan that fits your team’s needs.”
Make them feel like they’re the ones in control of the next step, while gently nudging them toward that decision.
Make Your Client Presentation a Standout
Creating a client presentation isn’t just about selling your product or service—it’s about making your client feel like they’ve found a solution to their problems, a partner who truly understands their needs, and a team who can make their life easier.
So, remember to focus on the why, show the impact, tell a compelling story, keep things moving, and wrap it up with a clear, subtle call to action.
Work with us
And if you’re ready to take your presentations to the next level (and avoid any “meh” reactions), we’d be happy to help you design a presentation that stands out and gets the results you’re after. Because, let's face it, you deserve a presentation that knocks it out of the park.
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