How to Craft a Sales Deck That Customers Actually Care About

Hey folks, Sajel here!

After a decade of helping startups shape their narratives through investment and sales decks, I’ve noticed a common misstep: too many sales decks celebrate the brand without focusing on the most crucial element — the customer.

Here’s my take on how we can shift the spotlight back where it belongs and craft sales presentations that resonate deeply and drive action.

Start with Their Story, Not Yours

I've seen decks that start with the logos of clients, the features of their platform, or the years of legacy they've built.

When a potential partner or customer views your sales deck, they’re not just looking at your services; they're seeking a hero to solve "their" problems. The first thing worth discussing is how you fit into their life, focusing on the part of their life that you impact. Using infographics, you can illustrate their life and the pain points within it.

Map Your Solutions to Their Problems

Then, discuss where you fit in and how you make their life easier. Clearly explain how your services or products alleviate their pain points. Avoid technical jargon that might detract from your message. It’s all about making it relatable. Too many screenshots or merely listing features won't mean much. The mantra here is - less is more. Be as focused as possible on one significant impact that you make in their life. Then follow it with another. Three tops. Everything else can wait.

Credibility Through Subtlety

Building credibility doesn’t have to involve a flashy display of your accomplishments or client list. Instead, use concise case studies or data-driven results that demonstrate your success in a way that relates back to the customer’s needs.

Your customers need to know that you are not all talk; there's substance. You can reinforce that confidence by objectively highlighting the impact you have created for your clients.

Subtlety is key; let your results speak for themselves without overshadowing the customer's story.

Clarity is King

I've often seen attractive and detailed graphics detract from the main content. Your graphics should always serve as visual aids, rather than decorations.

Remember, the goal is to keep the prospective customer focused on how your brand will benefit them, not on decoding your presentation.

Direct and Accessible Calls to Action

And when it comes to wrapping up your presentation, always include a direct call to action. Whether it’s a phone number, a simple URL, or an email address, make it as easy as possible for them to take the next step. This clear path forward is crucial in moving them through your sales funnel.

It’s All About Them

In conclusion, the most impactful sales decks are those that put the potential customer at the center of the narrative. Every slide, every piece of content should reinforce the relevance of your solution to their business. When your audience sees a presentation that mirrors their challenges and articulates clear, relevant solutions, that’s when the magic happens.

Would love to hear your thoughts or any strategies you’ve found effective in your sales decks. Let’s keep the conversation going!