How To Build The Perfect Sales Presentation (+ Free Templates)

Sales decks are a vital tool for turning prospects into customers. Often, sales folks have to build these presentations⁠(opens in a new tab or window) themselves, but it can be tough to wear a sales hat and a designer hat at the same time.

But just because you’re not a designer doesn’t mean you’re doomed to create sales decks that either bore or bomb. So we put together a slide-by-slide walkthrough (with lots of examples) to help you build a sales deck⁠(opens in a new tab or window) that wows prospects and wins business.

These days, presentations can happen in a variety of ways. Before you design a single slide, consider the context of your pitch so that you can tailor your deck to meet your needs.

For an in-person pitch, you’ll want to keep the attention on you and your dynamic delivery. The presentation should support your verbal pitch, not replace it. Since we know an audience can’t read and listen at the same time efficiently, opt for minimal text where possible. If you need to include additional content that doesn’t fit in the arc of your spoken pitch, use an appendix.

For virtual presentations, you’ll need to adjust your content to fix the digital environment. Since your presentation will be viewed on a small screen, it’s wise to use larger font sizes than you would in person and to use visuals instead of text whenever possible. Digital presentations can feel less personal, so build in more stories and anecdotes.

If the deck will be a leave-behind or standalone resource, you’ll want to take a more detailed approach. Since you won’t have the opportunity to share additional information verbally, the deck needs to spell everything out clearly. Don’t make any assumptions. Put yourself in your customers’ shoes and make sure you cover any questions they might have. As you wrap up, give clear CTA and reliable contact information.

Talking presentations⁠(opens in a new tab or window) will give you the opportunity to share additional information verbally and spell everything out clearly. Put yourself in your customers’ shoes and make sure you cover any questions they might have as you record a talking head that’ll be viewable throughout your deck. This way, your prospects can watch your video presentation interactively and hear out your business proposals⁠(opens in a new tab or window) at their own pace. As you wrap up, give a clear call-to-action and reliable contact information. To get started, browse through our slide templates⁠(opens in a new tab or window) to find the perfect design that complements your presentation style.

Introduction

It may seem like common sense, but an introductory slide is essential! Don’t assume that people are already familiar with your brand or your team. The introduction slide in a Google Slides alternative⁠(opens in a new tab or window) is your chance to introduce yourself or your company and contextualize your pitch⁠(opens in a new tab or window). You might also share a bit about your company history, values, mission, and philosophy if it’s relevant to the presentation.

Pain Point

If you’re going to pitch a product or service as a solution your customers need, then you first need to establish the problem you’re solving. Including a pain point slide that acknowledges your customers’ challenges not only shows empathy but demonstrates your knowledge of the industry and the impact your solution can have.

The Stakes

Once you’ve addressed the problem your customers face, you can explain why solving it is essential. (It might seem obvious to you, but your audience may not be aware of how much of a problem they truly have.) This slide is a great place to show the long-term effects of leaving the problem unsolved—the more data you can use, the better. Detail the extent of the problem, using stats around lost productivity, unexpected costs, the damage created, and more.

Solution

Now that you’ve addressed the problem and explained the risks of leaving it unsolved, it’s time to position your goods or service as the solution your customer needs with thorough product presentation slides⁠(opens in a new tab or window). Explain, in detail, how you can address the problem and help the customer avoid the risks detailed on the Stakes slide. Be sure that the features and benefits you share directly align with the pain points laid out earlier in the presentation.

Differentiation

Both you and your prospect know that you are not the only one claiming to be able to solve this problem. Therefore, rather than ignoring the existence of competitors, clearly outline the other solutions they may be considering and share what differentiates you and makes you the best choice. This is your chance to show your audience how you stack up against the competition and demonstrate why you will, hopefully, come out on top. A Canva presentation⁠(opens in a new tab or window) can help you emphasize your unique selling points better than your usual Powerpoint slides. Add comparison charts⁠(opens in a new tab or window) to go along with your deck, too.

Validation

Now, of course, you will paint a rosy picture of your product. You’re in sales, that’s your job! So head off any concerns about deception by sharing third-party information that backs up what you’ve said. Share reviews, testimonials, awards, rankings, positive press—anything that shows others agree with the recommendation you’re making.

Case Study

The proof is in the pudding, just like the close is in the case study. Demonstrating the positive results you have created helps prospects envision themselves experiencing the same success. Share a detailed example of great results you’ve generated for a customer. (Ideally, choose a customer similar to the prospect you’re pitching.)

Pricing

Some people try to omit pricing details because they think it will scare off potential sales. It’s better to be upfront about your pricing and spell everything out clearly in your presentation. If anyone has any objections, you also have this time to address them. By walking through the pricing options on this slide, you have the chance to explain the pricing behind your product rather than having your prospect seeing the price on their own, without full context.

Next Steps/CTA

The final slide is where you ensure that the conversation doesn’t stop when you end the presentation. Clearly explain what will happen next and when it will happen. Use supporting elements like timelines to make this information easier to digest, and share contact information to facilitate the continued conversation.

You might need additional slides in your sales deck depending on your specific product, service, or industry. Here are some examples:

How It Works

If your solution is a little more on the technical side, your deck will benefit from a “How It Works” slide. This type of slide is even more critical when the person you’re pitching to is not the one who will be using or implementing the solution directly. Make it more engaging by producing an explainer video⁠(opens in a new tab or window) to add to your deck that covers the science behind your product and demystifies how you create results.

Solution In Action

Seeing is believing, and a slide showing your solution in action can help you close the deal. If you have videos demonstrating how your product or service works, this would be a great place to share them. Before-and-after photos or comparisons are another great way to show the power of your solution.

Compliance

For some industries—especially those that are heavily regulated—a compliance slide may be necessary. A slide like this would demonstrate compliance with any relevant laws and regulations. Showing documentation related to permits, licenses, inspections, tests, or audits, for example, indicates that you’re operating ethically, safely, and legally.

Slides rarely close the deal alone. So make sure you spend as much time preparing yourself as you do your slides.

• Practice, practice, practice: Your sales deck should support what you say, not serve as a script for your presentation.
• Keep your deck short and sweet: It should only be as long as is necessary. (Save the fine print for a follow-up or the appendix.)
• Data is a great tool to back up your claims, so present them visually with graphs⁠(opens in a new tab or window) they can grasp, in combination with compelling stories and anecdotes.
• Visual consistency helps create a polished and professional look. Use consistent fonts, colors, logos, etc.

With the proper preparation and a well-crafted presentation, you’ll be well on your way to turning prospects into customers.

The easiest way to get started on a stellar sales deck is to start with ready-to-customize templates, such as the sales presentation templates⁠(opens in a new tab or window) from SlidesCarnival. And then, you can start designing your presentations with Canva⁠(opens in a new tab or window).