How to Make Sales Decks That Work In 2022

If you want to make a sale, the old-fashioned “demo only” approach doesn’t work anymore. With an average of 6.8 people involved in each B2B deal, your message needs to travel from the champion who likes it all they way up through those individuals that have influence on whether or not it will be purchased.

If you count on one person to do all the talking, then its like playing telephone.

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Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. šŸ˜€

What does Sales Deck means?

A sales deck is a slide presentation which helps explain your companys product and why they need to buy. It supplements the pitch, as well as demoing.

What Info Should A Sales Deck Contain?

A sales deck needs to be able to show the prospect how they will benefit from your product. It should also highlight any features that make it stand out against competitors.

What Are the Critical Elements of a Successful Sales Deck?

Most sales decks are not optimized to accelerate the sales process. A good deck can be difficult, but it is worth the effort.

Heres what I learned from my first experience with salespeople:

How to create a sales deck? Listing out features is a terrible way to sell in deck because it does not build the buyer’s interest. It turns out that buyers are more interested in hearing stories about your product, as they want to see themselves using the item and how it would affect their life.

It is common for people to mix up reading a document live with presenting it, or vice versa.

This is why we have put together this guide to help you create a more compelling sales deck in three key steps.

One of the most important things to do is establish a storyline for your game.

Visualizing content is important to get your point across.

We will show you how to put this advice into practice by providing some examples.

Part 1. How to Build Out Your Storyline

When youre building your next sales deck, keep one thing in mind:Prospects dont care about your product. Courtney Chuang, DocSend

The buzzword story is being used in sales today because it provides the best retention for information. While statistics and images are only remembered by 5-10% of people, stories can be retained up to 60%. This works especially well with all the available information out there.

DocSend has shown that they are not just motivated by pay. They recently overhauled their sales deck, which was the first step in increasing its completion rate threefold. This meant prospects were actually finding Docsend’s story compelling enough to complete it all the way through, meaning they’re ready for more.

When giving a sales presentation, it is important to know what type of story you are telling. The most common types of stories in the business world include:

The article explains that you should show a high-level strategic story to keep your audience engaged. It also advises the use of Andy Raskins framework as guidance.

Pete Kazanjy, a Salesforce consultant and author of Founding Sales has laid out the framework for how to think about sales budgets. It turns out that there are two types of budget holders: The ones who just want results without thinking much about what it takes to get them and those who have been in business long enough to know they need both revenue growth from new customers as well as maintaining or growing existing customer revenues.

When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough. However, people are not motivated by base pay alone.

When prospecting, you can use the following steps to increase your chances of getting a meeting:

1A. The CXO Deck

In order to get high-level buy in, you need an executive who is not only confident in your product but also shares the same vision. Once they share this belief with their team and provide pressure from the top down, it will be easier for them to push through a deal.

Raskin popularized the CXO sales deck outline and framework in his post about Zuoras salesdeck, which outlines all of its core elements. The article can be summarized as follows: -The goal is to demonstrate enterprise value by focusing on business outcomes rather than features and benefits.

What are the most important reasons that have caused your company to be so successful?

To find out what the big change is, one should speak to their happiest customers. The best resources are those who have a strong passion for your product and ask them about it.

  • How has your business changed in the past year?
  • I think the most common reason for a business to fail is that it can’t produce enough revenue.
  • When companies are looking for someone to represent them, what type of company do you think they want? What values align with the business and why is that important?
  • What has been the effect of [Product X] on your company?

To be able to sell well, you need to understand what motivates your customers. This will allow you to present the story of their problem in a way that resonates with them.

1B. The Budget Holder Proposal

You want to reduce risk for the person making this decision by showing them how you can solve their problem, and also give confidence in your solution. This is what will make them purchase now instead of later.

There are a few great resources to help you with this, such as Peter Kazanjys Founding Sales piece in First Round Review. To summarize his points here is the gist of what he says:

In this sales pitch deck, you need to give a logical argument for why your product or service is worth the investment. You cant just say that something needs fixing because it doesn’t work anymoreyou have to point out how much money and time will be lost if nothing changes.

When you’re trying to sell a product, your buyer needs to be able to see the value of what they are purchasing. If it’s an inexpensive item that solves their problem then they’ll have no trouble spending money on it.

1C. The Practitioners Demo

You want to start by building rapport with the future users of your product. The first thing you should do is ask them about their day-to-day and what they would like from a solution such as yours.

Start by asking them what their problem is and providing your solution. This way, you can lead the conversation in a more constructive direction.

When you demo your product, try to focus on the features that address their problem. If they have a particular need or want from your product and it has 6 different options, choose 3 of them instead.

Part 2. Customizing and Visualizing Content

With the increasing number of companies, you have to fight for your customer’s attention. With more and more options out there, it is harder than ever. Here are some tips in having your online sales deck template.

How do you break through?


In a recent study, personalized emails were found to get 26% more clicks and deliver up to 6X higher transaction rates per email. With the power of customization at your fingertips, you can make sure that your drift sales decks are no exception.


If you dont believe the statistics, just look at your coworkers. They are scrolling through Instagram and Slacking GIFs before a meeting to prepare for it but then they end up on Snap stories, Facebook photos, or LinkedIn videos afterwords.

How will your bullet point slides ever compete with video?

They cant.

2A. Customize your content

Regardless of which sales deck structure you are using, the most important slide to make changes is your opening. This will allow for periodic revisions throughout.

Your first slide needs to be about what youve learned from YOUR CUSTOMERS. Use the voice of your customers to give you credibility. Doug Landis

When you are creating a sales powerpoint, make sure to customize it for your prospect. This can be as simple as adding their logo or changing the color scheme of the slides but dont stop there; go even further and use phrases that they like in marketing materials

2B. Visualize your Content

A recent study has shown that when you turn your product and company ideas into simple visuals, it becomes easier to engage in conversation with customers. They are more likely to remember what they see than if they just hear about the idea.

You can use visual metaphors to help your customer understand what you are trying to do. For example, if the product is highly technical, using a metaphor helps them better grasp it.

Drift CEO David Cancel tells a story about the website as if it were a store. This metaphor and accompanying visual leaves an emotional impact that lasts longer than just reading features.

Use simple visual diagrams

In our field, were not trained in art because it is not a required skill. However, communication and visual skills are the most important to us as salespeople. That’s why visuals can be an extremely powerful tool for communicating information- 60x faster than text and 4X more memorable.

Here are some examples of how to use simple visual layouts for sales slides even if you don’t have any formal art training:

Visualizing your case studies

A visual case study is the best way to convince your audience that you are credible and that what you’re saying works.

Visuals are powerful tools for building a shared story with your customer. Because icons rely on the conceptual, your customers have to do some of the work in imagining what life would be like if they used this product.

When it comes to the case study, you want to make sure that your examples are as specific and credible as possible.

Use images and videos to show that these other customers are real people who can be identified with.

Part 3. How to Change the Format Depending on the Delivery Method

Maybe your marketing team made you a beautiful one buttheyre ONLY meant for explaining live, not showing to a decision maker offline. Cole Fox, LeadIQ

You just finished your presentation to the people who use your product. They loved it and ask if you can send them something that they could show their boss.

Forwarding the document you just presented to your prospect’s boss (your buyer) will result in them being confused. Sending a text message or other type of brief electronic communication is more likely to be read.

What do you do?

One Deck, Two Versions

When you are creating a presentation, try to limit it to 20 words per slide. If someone spends 5 minutes looking at your 10-page sales deck, that’s only 30 seconds of viewing time for each page or 60-100 words max.

When you make a slide, the less information on it, the more your expertise and charisma will come through to captivate an audience.

You can see this in practice by creating two text boxes with the 60-word content.

You can then remove the text boxes that hold your 20-word version.

More and more buyers are using mobile devices during the purchase process, which means that your content should be short. The read-ahead for a typical web page is 60 words; if you’re designing pages specifically for mobile use, make sure to keep targets at 30 words or less.

Examples of Sales Deck

We have looked to three particular examples for inspiration.

DocSend Sales Deck Example

sales deck

DocSend deck

Zuora Sales Presentation Example

sales deck

Zuora slideshare presentation example

Sales Deck Examples for Founders

sales deck

When I was a founder, I struggled with sales presentations and had no idea how to motivate people.

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. šŸ˜€
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? Iā€™d love to hear from you!

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Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.