“Isn’t a sales deck just a few slides about our product? Why does it need so much thought?”
This question came up during a virtual brainstorming session with a sales manager at a growing SaaS company. They were prepping for a high-stakes pitch to potential investors and felt overwhelmed by the idea of structuring their sales deck.
Our creative director chimed in with a reassuring response: “A sales deck isn’t just a collection of slides—it’s your story, your strategy, and your promise to the audience. The right structure isn’t just important; it’s the difference between sparking interest and losing attention.”
As a remote presentation design agency, these conversations with clients often inspire our blogs. Crafting a sales deck can feel like navigating a maze—what goes where, how much detail is enough, and how do you make it compelling?
In this blog, we’ll answer some of the most common questions about sales deck structure, breaking down the process into actionable steps while ensuring your story resonates with your audience. Let’s dive in.
Want to see our past presentation design projects? Browse case studies here.
How to structure your sales deck?
We're going to provide you with the exact details you need to consider when structuring your sales deck. I’ll make an effort to not discuss common concepts like “know your audience” and other typical strategies that you probably already have at your fingertips. Instead, let’s dive right into the heart of the matter, where the real magic happens.
Note: If you already have a poorly executed sales deck, it’s best to forget about it and start anew. The reason is simple: if you’re not satisfied with the outcome, the issue lies with the foundation of the deck, and you need to address that from the beginning.
Step 1: Write down your prospect's decision-making parameters
The first step in a sales deck structure is establishing specific parameters that influence your prospects’ decision-making process.
To illustrate, let’s consider an example: if you’re selling software to businesses, a crucial parameter could be cost-effectiveness.
By understanding what parameters play a significant role in their decision-making, you can determine what information is relevant to include in your sales deck and what can be omitted. This way, you can showcase the value and benefits that align with their decision criteria.
Step 2: Think about the prospect's knowledge levels
Take a moment to think: “How well-acquainted is the prospect with the existing problems?” It’s essential to avoid discussing blatantly obvious issues because, let’s face it, your prospect will simply tune out.
The key is to introduce fresh and innovative ideas that resonate with them, rather than preaching about what they already know. By presenting new perspectives and insights, you captivate their attention and foster a sense of intrigue and curiosity.
This insight is important for creating a sales deck structure because you’re going to constantly make decisions about what’s relevant & what’s not.
Step 3: Create the narrative division
This technique is an absolute gem that we, at Ink Narrates, have employed on numerous successful sales decks. Trust me, it’s a winner.
Here’s how it works…
Divide the total number of slides you want to include into three distinct sections: “setting the stage,” “positioning yourself as the solution,” and “providing supporting proof/information.”
Let me give you an example to illustrate this approach: allocate 4–5 slides to “setting the stage” where you can delve into the industry shifts or prevailing challenges. Then, reserve the next 3–4 slides for “positioning yourself as the solution,” where you showcase your exceptional services and the myriad benefits they bring.
Finally, let the following 5–6 slides be dedicated to highlighting your process, client success stories, core values, and, of course, your amazing team.
This division serves as a valuable guide, offering clear direction as you navigate your sales deck structure.
Step 4: Slide-wise structure
Now that you have gathered insightful information about the “decision-making parameters,” “prospects’ knowledge levels,” and the logical “narrative division,” it’s time to allocate slides to their respective purposes.
This practical step allows you to organize your presentation effectively and ensure that each slide serves its intended role, one of the most important aspects of a sales deck structure.
Example, (sharing a real example of a slide structure we set for one of our clients)
Title Slide Slide
Industry overview (Here we’ll talk about the changing scenario/shift in the market)Facts on the global acceptance of data analytics
Challenges
A case for problems (Faced by the global players)
Value Proposition (Positioning CLIENT as the solution to the challenges)
Solutions/offerings
Benefits (Match with the decision-making parameters we already set)
Association with the challenges
Competitive Landscape (Using decision parameters to compare with other service providers)
Client Success Story+Testimonial
Paint a before/after picture
Process infographic
About CLIENT & Team
Closing slide
Step 5: Sales Deck Writing & Design
Now that you’ve established a clear structure for your sales deck, it’s time to bring it to life through thoughtful writing and visually compelling design. Remember, the structure is the skeleton, but the copy and design are the muscles and skin that make it functional and appealing.
Sales Deck Writing
The key to writing an effective sales deck lies in clarity and audience focus. Every word should work to address your audience's needs, highlight your unique value, and guide them toward the desired action. Here are a few tips:
Keep it concise: Avoid lengthy paragraphs or overwhelming blocks of text. Focus on headlines, subpoints, and clear, impactful messaging.
Tailor your tone: Speak the language of your audience. For a corporate pitch, use professional and polished language. For a creative product, adopt a more conversational or playful tone.
Highlight benefits over features: Instead of listing technical specs, emphasize how those features solve the audience's problems or enhance their success.
Sales Deck Design
Great design isn’t just about aesthetics; it’s about functionality. The visuals should guide your audience through the narrative without distracting them from your message. Key principles include:
Visual hierarchy: Use font size, colors, and spacing to emphasize key points and guide the viewer’s eye naturally.
Consistent branding: Incorporate your company’s colors, fonts, and style to create a cohesive look that reinforces your identity.
Use visuals strategically: Replace long descriptions with icons, infographics, or images that convey the same message more effectively.
White space is your friend: Don’t overcrowd slides—less is more. Give your content room to breathe for a cleaner, more professional appearance.
A Balancing Act
The writing and design should work hand-in-hand, amplifying each other to create a seamless experience. For instance, a compelling headline paired with an engaging visual is far more impactful than either element on its own.
Work with us
If you find yourself overwhelmed by all of this, don’t worry! Simply reach out to us by dropping a message through the contact section on our website, and we’ll be more than happy to assist you in creating a comprehensive sales deck from start to finish.
Thanks for writing this detailed blog & giving out free information. The guidelines are good for anybody looking to create their own sales deck, I'm sharing this on my social media right now!