A few weeks ago, Clara—sales lead at a fast-growing SaaS company—got in touch with a familiar dilemma.
“Our product is fantastic,” she said. “But every time we present our sales deck, the response is... lacklustre. We’re not sure if it’s the product or if we’re doing something wrong with the deck. We’ve got all the details—features, benefits, case studies—but something’s just not clicking.”
So, we dove into her sales deck, and like a puzzle with one missing piece, the issue became clear: while the deck was packed with solid content, it was missing the essence of what makes a pitch unforgettable. It was more of a list of facts than a story. And here’s the catch—when it comes to sales, people don’t just want the facts. They want to feel something.
At our presentation design agency, we see this happen often. People think a sales deck is just a document filled with numbers, features, and stats. But here’s the truth: a sales deck is about persuasion. It’s about compelling your audience to believe that you’re the solution they need—whether they’re a client, investor, or partner.
So, let’s break down what should a sales deck include to make it not just informative, but transformative. Whether you’re pitching a product to customers or showcasing a service, these essential slides are non-negotiable—and we’ll even throw in a few creative ideas to keep you ahead of the curve.
What should a sales deck include [Essential Slides]
1. The Cover Slide: Your First Impression Matters
If a picture is worth a thousand words, your cover slide is worth a million. But this isn’t the place for a “Company Name + Sales Deck” label. Instead, use the cover slide to set the tone.
Your cover is the first thing your audience will see, so make sure it grabs their attention and reflects your brand’s personality. Ask yourself: What do I want my audience to feel when they see this deck?
Grab attention with a bold statement:“Revolutionizing Logistics: Your Competitive Advantage Awaits”or“Unlocking New Revenue Streams, One Click at a Time”
Keep it visually compelling:Think dynamic imagery or sleek typography. If your product or service can be represented visually (like a high-tech app or sleek machinery), let that shine through on the first slide. You’re setting expectations for the entire presentation.
Remember, your audience will judge your deck within seconds—give them something to get excited about from the get-go.
2. The Problem: Set the Stage for Change
Before you show them how you’re going to save the day, make sure they know why they need saving. That’s where the Problem slide comes in.
This is where you highlight the pain points that your audience faces—pain points they might not even realize are hurting them. The goal is to make your audience think, Wow, that’s exactly what we’re struggling with. It’s not about listing problems in a vacuum; it’s about showing empathy and understanding.
Start with a relatable scenario:“Imagine you’re a marketing manager juggling a dozen campaigns. Now imagine that your reporting system is so outdated, you’re still using spreadsheets to track everything. Sound familiar?”
Use impactful statistics to emphasize the problem:“Studies show that 67% of marketing teams waste 20% of their time on inefficient reporting methods.”Stats make the problem feel urgent and real. The key is to make the problem feel so pressing that your audience is practically begging for a solution.
3. The Solution: Enter the Hero
Now comes the exciting part—the solution. This is where you reveal how your product or service steps in like a superhero, ready to fix everything. But hold up—this is not the place for a laundry list of features.
Instead, focus on the key benefits that directly solve the problems you’ve just highlighted. Connect the dots for your audience—show them how your solution alleviates their pain.
Highlight the benefits over features:Instead of: “Real-time tracking”Say: “Track everything in real-time to make smarter decisions faster.”
Keep it simple and relatable:Use short, punchy statements that directly relate to the pain points you’ve just outlined. Your audience doesn’t want to get bogged down in jargon—they want to know, What’s in it for me?
Pro tip: Visuals are your best friend here. A few well-placed screenshots, icons, or even a simple animation can help make your product feel more tangible and real.
4. Value Proposition: What Sets You Apart
This is your moment to shine. With so many options out there, why should someone pick you? This slide answers that question directly: What makes you different from the competition?
The trick here is to keep it clear, concise, and impactful. This slide isn’t just a list of “features”—it’s a compelling statement of why your product is the best solution for your audience.
Use a proven framework:
“Our [product] delivers [unique benefit] for [target audience], unlike [competitor’s product].”
For example:
“Our platform delivers on-demand warehousing for small businesses, unlike traditional systems that require long-term commitments.”
This simple formula emphasizes how your product uniquely addresses customer needs while setting you apart from others in the market.
5. Social Proof: Your Customers Love You
You can talk about your product all day, but what really makes people believe is hearing from others. This slide should showcase your existing customers, testimonials, and any metrics or case studies that demonstrate the success your product has already brought.
Use client logos to build credibility:Feature the logos of well-known clients to show that respected brands trust your solution.
Incorporate testimonials and case studies:A powerful testimonial, like “We saw a 30% increase in sales after using your platform,” can provide the emotional push that solidifies trust.
If you have a standout case study, this is a great place to share it. But keep it focused—show the problem, the solution, and the results. Make it relatable and actionable.
6. The Product Demo: Let’s Show It in Action
Talk is cheap—show them how your product works. This slide is your opportunity to let your product shine. Instead of a lengthy product description, give your audience a sneak peek into the experience.
Use visuals over text:Videos or GIFs work wonders here. Showcase the most impactful features that directly connect to your earlier problem statement. Keep it short and snappy—no one has time to watch a 10-minute tutorial in the middle of a sales pitch.
Focus on user experience:Walk them through the most important parts of your product, focusing on how it’s intuitive and easy to use. No one likes a complicated product—show them how your solution makes their life easier.
7. Business Model: Keep It Simple
Here’s where you clarify the business side of things. Whether it’s pricing, subscription models, or product tiers, your audience needs to understand exactly how they’re going to purchase or access your solution.
But don’t just list your pricing structure—simplify it. If you offer multiple plans or pricing tiers, make it clear which one is best for them based on their needs. And keep the focus on value.
Use a simple, easy-to-understand chart or table:Break down pricing in a way that’s easy to digest. Avoid confusion—make sure it’s straightforward and accessible.
Use clear value propositions for each tier:If you offer different service levels, focus on the benefits of each. For example, “Our Premium Plan includes unlimited access to all features, 24/7 support, and priority onboarding.”
8. ROI: Show Them the Money
Now that they’re intrigued, it’s time to show the real reason they should care: the return on investment. This slide should prove that your solution not only works, but is also worth every penny.
Focus on the financial and operational benefits they’ll gain from using your product. Whether it’s saving time, reducing costs, or increasing efficiency, show them how the math works out in their favor.
Use data-driven results:“Our clients save an average of 20% on operational costs within the first three months.”Charts and graphs work well here to drive home the value.
Keep it relatable:Tie the ROI back to the problem you solved. For example: “By eliminating outdated reporting methods, our clients can focus on strategic decisions—resulting in a 30% boost in productivity.”
9. The Call to Action: Lead Them to the Next Step
End your sales deck with a bang. The final slide should make it clear what you want your audience to do next—whether it’s scheduling a demo, requesting more information, or signing up.
Make your call to action personal, direct, and simple. “Ready to take your logistics to the next level? Let’s chat.” Or “Join the hundreds of companies already transforming their marketing efforts with [Your Product].”
Don’t let them walk away without knowing exactly what they should do next. And make it easy—your contact details should be right there.
Bonus Slide: The Unexpected Twist
Want to leave them speechless? Add an unexpected twist to your presentation. This could be a future roadmap, a sneak peek at an upcoming feature, or an industry trend they haven’t seen coming. Something that makes your product feel not just relevant, but ahead of the curve.
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