"We use a presentation for sales, but it’s completely ineffective. Forget closing deals—it just bores the audience to death," a startup founder said during a consultation.
"Mind if I take a look at your presentation?" I asked. As I reviewed it, I noticed the slides were filled with the usual “about us,” “what we do,” and a whole lot of “we, we, we.”
"This feels more like a company profile presentation," I pointed out. "While that has its place, it’s not what you need for sales."
"I see. Is there a different kind of presentation we should be using for sales?" they asked.
"Absolutely," I replied. "It’s called a sales deck. Unlike a company profile, a sales deck is persuasive. The narrative is built around your audience's decision-making criteria, often using a problem-solution approach or another engaging structure, depending on your product or service."
This conversation sparked the idea to write this detailed article, so keep reading for a detailed understanding.
On a side note: If you'd like to chat with us, feel free to schedule a meeting here.
So, what is a sales deck [Definition]
A sales deck is a dynamic & persuasive visual presentation that can help you articulate your value proposition, build trust with your audience, and close more deals. It’s a carefully crafted collection of slides, graphics, and supporting material that tells the story of your business and makes a powerful case for why people should work with you.
Think of a sales deck as a visual elevator pitch that can be presented in person or online. It’s a way to showcase your product or service in a way that’s engaging, persuasive, and memorable.
Sales Deck Example
For reference purposes, you can explore this detailed case study showcasing the development of a sales deck created for VoxMind. This deck is developed keeping a specific target audience in mind and the narrative is persuasive rather than plain information.
Why should you use a sales deck?
Let’s take a look at some interesting statistics first.
Companies that use visual aids like sales decks in their sales process see a 43% increase in revenue compared to those that don’t. (Source: Aberdeen Group)
64% of sales reps say that they can close more deals when they use video in their sales process, which can be incorporated into a sales deck. (Source: Vidyard)
92% of buyers say that they’re more likely to purchase a product or service after watching a video about it. (Source: HubSpot)
Presentations with visuals are 43% more persuasive than those without visuals. (Source: Prezi)
81% of buyers say they would be more likely to engage with a salesperson who was prepared with relevant content, like a sales deck. (Source: Salesforce)
But it’s not just about making your pitch look pretty. Using a sales deck can help you articulate your value proposition, build trust with your audience, and ultimately close more deals.
What to include in a sales deck?
Here’s a guide to the essential elements, along with examples and the purpose behind each point.
1. Introduction / Elevator Pitch
Purpose: The introduction sets the tone for your entire presentation. It should grab the audience’s attention right away and clearly convey what your company does in just a few sentences.
Example: "At XYZ Solutions, we streamline inventory management for small businesses, helping them reduce operational costs by 20% on average."
Your intro should be concise and to the point, sparking curiosity and setting up the problem you’re about to solve.
2. Problem Statement
Purpose: This is where you highlight the specific problem your audience is facing. It should resonate deeply with them, showing that you understand their challenges.
Example: "Most small businesses struggle to maintain inventory efficiency, often leading to excess stock, cash flow issues, or missed opportunities due to stockouts."
The goal here is to make the audience feel the pain of the problem. When they see their own struggles reflected in your presentation, they’ll be more open to your solution.
3. Solution (Your Product/Service)
Purpose: Introduce your product or service as the answer to the problem you’ve just laid out. This is the heart of your sales deck.
Example: "Our inventory management software provides real-time stock updates, automated reorder alerts, and predictive analytics to help businesses maintain optimal inventory levels."
Show how your solution uniquely solves the problem, highlighting features that directly address the pain points.
4. Unique Value Proposition (UVP)
Purpose: Explain why your solution is different and better than any alternatives. This is your chance to differentiate yourself from competitors.
Example: "Unlike other inventory solutions, our platform integrates seamlessly with accounting software, offering a one-stop solution for managing finances and stock simultaneously."
The UVP should be clear and easy to understand, focusing on how your product provides specific benefits that your competitors don’t.
5. Product Features / Demo
Purpose: Break down the key features of your product or service and demonstrate how they work in action. This part should be both informative and visual.
Example: "With our drag-and-drop interface, you can update your inventory in seconds. Here’s a quick demo of how easy it is to set up automated reorder alerts."
Use screenshots, videos, or live demos to make the experience tangible. The audience should walk away with a clear understanding of how your product functions and how they can use it.
6. Market Opportunity / Size
Purpose: Show your audience the scale of the opportunity. A strong market size reinforces the potential for growth and success.
Example: "The global market for inventory management software is expected to grow to $5.2 billion by 2028, offering a substantial opportunity for expansion."
By showcasing the size of the market, you’re also demonstrating that the problem is widespread, and your solution has room to scale.
7. Case Studies / Testimonials
Purpose: Provide real-world examples of how your product has helped other businesses. This builds trust and provides proof that your solution delivers results.
Example: "After implementing our software, ABC Retail reduced its overstock by 15% in just three months, saving over $50,000 in operational costs."
Case studies offer validation and make your pitch more relatable. Highlight measurable results and specific outcomes.
8. Pricing
Purpose: Clearly present your pricing structure and explain the value that comes with it. The key is to make sure your audience understands what they’re paying for and why it’s worth the investment.
Example: "Our pricing starts at $199/month, which includes full access to all features, real-time support, and a custom onboarding experience to ensure your team is up and running in no time."
Pricing should be transparent and framed in a way that shows the value of the investment. You can also compare the cost of your solution to the potential savings or benefits it will generate.
9. Roadmap / Vision
Purpose: Share the long-term vision of your product or service. This helps your audience see the potential for growth and continuous improvement.
Example: "In the next 12 months, we’ll be rolling out AI-driven demand forecasting, allowing businesses to predict stock needs with even greater accuracy."
Showing the roadmap gives confidence that your solution will evolve with the needs of the market, making it a future-proof investment.
10. Call to Action (CTA)
Purpose: End with a clear, compelling call to action. This should guide the audience on the next steps, whether it’s scheduling a demo, starting a free trial, or signing a contract.
Example: "Ready to streamline your inventory management? Schedule a personalized demo today and see how XYZ Solutions can save you time and money."
The CTA should leave no ambiguity about what action you want the audience to take next. Make it easy and inviting for them to engage with you further.
What makes a sales presentation successful?
Creating a successful sales deck is more than just throwing together a bunch of information on a few slides. It requires a strategic approach that takes into account the needs and preferences of the audience. What makes a sales deck successful...
A Great Strategic Narrative
An effective sales deck should tell a story that resonates with the audience. It should outline the problem your product or service solves, how it solves it, and why it is unique.
Use of Visual Storytelling
The use of visual storytelling techniques, such as images, graphics, and videos, makes your sales deck more engaging and memorable. By using these elements effectively, you can enhance the emotional impact of your message.
A Professional Design
A professional-looking sales deck is essential for creating a positive first impression. It is worth investing in a professional designer who can create a visually stunning sales deck that accurately represents your brand.
Communication Alignment
All aspects of the sales deck, from the design to the content, should be aligned with your overall communication strategy. This ensures that your message is consistent across all channels and that your sales team can effectively communicate the message to potential customers.
Work with us.
If you’re serious about closing more deals and driving more revenue for your business, using a sales deck is a smart move.
But creating a great sales deck can be easier said than done. That’s where we come in. As a presentation design agency, we specialize in creating stunning, effective sales decks that get results.
So don’t wait — contact us today and let us help you create a sales deck that will help you close more deals, drive more revenue, and take your business to new heights!
Check out our Sales Deck Development Services.
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