"We're looking to create a sales deck focused on a product—not one for a service, nor just a product deck that lists our features, but a dedicated product sales deck." This inquiry came through WhatsApp, and it became clear that the individual might have struggled in the past to articulate the type of presentation they needed.
In response, one of our Creative Directors asked, "Are you referring to something like Zuora's sales deck?" "Yes, exactly! You’ve got it," the other person confirmed.
This blog is dedicated to the concept of a product sales deck, which emphasizes a persuasive sales presentation from a product perspective. We’ll explore what a product sales deck is, why is it important, what to include in a product sales deck &
What is a product sales deck?
A product sales deck is a visual presentation or slideshow used by sales professionals to effectively communicate the features, benefits, and value proposition of a product or service to potential customers or clients. It typically consists of a series of slides containing compelling visuals, persuasive messaging, and key information about the product, tailored to address the needs and interests of the target audience.
For example, imagine you're a sales representative for a software company selling a new project management tool. Your product sales deck might include slides that showcase the user-friendly interface of the software, highlight its key features such as task management and collaboration tools, and provide real-world examples of how the software has helped other businesses increase productivity and streamline project workflows. Each slide is carefully crafted to engage the audience, address common pain points, and ultimately persuade them to consider your product as the solution to their needs.
Why is it important?
Clarity and Impact: A product sales deck distills complex product information into clear, impactful messages, enabling sales teams to effectively communicate the value proposition to prospects.
Visual Storytelling: Utilizing compelling visuals and storytelling techniques, a sales deck captures the audience's attention and conveys the product's benefits memorably and persuasively.
Alignment with Buyer Journey: Tailored to specific stages of the buyer's journey, a sales deck guides prospects through the decision-making process, addressing their pain points and positioning the product as the ideal solution.
How to make a product sales deck
Creating a compelling product sales deck requires a strategic approach that effectively communicates your product's value. The goal is to engage your audience and drive them to take action. Here’s a step-by-step guide to crafting a product sales deck that resonates with your audience and maximizes impact.
1. Forget About Features, Focus on Benefits
When creating your product sales deck, it’s essential to shift your focus from features to benefits. While features describe what your product does, benefits explain how it solves problems and adds value to the customer’s life. This approach helps potential buyers visualize the positive outcomes they can expect.
Example: Instead of simply stating that your software has a robust analytics dashboard (a feature), highlight how that dashboard enables users to make data-driven decisions that can lead to increased revenue (a benefit).
2. Think of the Call to Action (CTA), Reverse Engineer What Needs to Be Said
Before you start creating your presentation, think about your desired outcome. What action do you want your audience to take after viewing your deck? Whether it’s signing up for a demo, making a purchase, or scheduling a follow-up meeting, your CTA should be clear and compelling.
Example: If your goal is to get the audience to sign up for a free trial, consider what information will motivate them to take that step. This might include case studies showcasing success stories, testimonials from satisfied customers, or statistics demonstrating your product’s effectiveness.
3. First, Create a Script, Then Write the Copy (Even If the Deck Is to Be Sent)
A well-structured script serves as the foundation for your product sales deck. Start by outlining the key points you want to cover, including the problem your product addresses, the benefits it provides, and the CTA. Once your script is complete, you can distill this content into concise, impactful copy for your slides.
Example: If you're pitching a project management tool, your script might include an introduction to the challenges teams face, how your tool simplifies communication and task management, and a closing statement that encourages the audience to sign up for a trial. From this script, create slide copy that highlights the main points in an engaging way.
4. Get Feedback on the Copy
Before finalizing your product sales deck, seek feedback on your copy from colleagues, stakeholders, or potential users. Fresh perspectives can help identify areas for improvement, clarify messaging, and ensure your content resonates with your target audience.
Example: Share your draft deck with team members and ask them to evaluate whether the benefits are clear and persuasive. Use their feedback to refine your messaging and make adjustments as needed.
5. Design with Visual Storytelling in Mind
Once your content is finalized, focus on designing your sales deck with visual storytelling. A visually appealing presentation can enhance engagement and retention. Use graphics, charts, and images to complement your message and reinforce key points.
Example: Instead of dense text, use visuals to illustrate statistics—such as a bar graph showing revenue growth before and after using your product. Incorporate images that evoke the emotions tied to your product's benefits, like satisfied customers using your product successfully.
Examples of product sales deck
Here are three famous product sales decks, including Zuora's, that focus specifically on showcasing products:
Zuora’s Sales Deck: Zuora’s sales deck effectively communicates the advantages of its subscription management platform. It outlines the shift from traditional business models to subscription-based models, showcasing real-life case studies and metrics from existing clients. The deck emphasizes the product’s features, such as billing automation and analytics, while demonstrating how these capabilities can drive revenue growth for businesses.
Slack’s Sales Deck: Slack's product sales deck highlights the platform's benefits for team collaboration and communication. The deck is visually appealing and focuses on user stories and testimonials to illustrate the product's effectiveness. It clearly outlines how Slack integrates with other tools, improves productivity, and enhances team engagement, providing concrete examples of its impact on organizations.
HubSpot’s Sales Deck: HubSpot's sales deck focuses on its all-in-one marketing, sales, and customer service software. The presentation illustrates the product's features and benefits, using customer success stories to demonstrate its effectiveness. HubSpot’s deck includes data-driven insights that showcase the results clients have achieved, such as increased lead generation and improved customer retention, making a compelling case for the product.
Work with us
If I haven't already mentioned, we specialize in presentation consulting and storytelling. If you're looking for professional assistance with your product sales deck, our creative team is here to collaborate with you. Simply head to the contact section of our website, fill out the form, and we'll reach out to you within 24 hours. Looking forward to crafting something amazing together!
Check out our presentation design services here
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