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A Summary of

Building Your Best Sales Deck Starts Here  

Peter Kazanjy
First Round Review
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Key success metric of salespeople is being able to shift between credibility of the product without agonizing over the details. Using a Powerpoint to support your conversations is the best tool.

A sales deck should include answers to the following?

  1. What is the problem you’re solving?
  2. Who has it?
  3. What are the associated costs of the problem?
  4. What are the existing solutions and their shortfalls?
  5. What has changed to enable a new solution?
  6. How does it work?
  7. What is the qualitative/quantitative proof that yours is a superior solution?
  8. How much does it cost?

Don’t forget!

  • Additional “sub-chapter” slides can be included on aspects of your value prop as noted by the questions above.
  • Think of these are 1a, 1b, 1c, etc. slides.
  • Focus on the MVP deck first and add additional flair later.
  • Have one master slide deck and create other versions depending on your audience.

Pointers for Sections of the Sales Narrative

  • Problem and Who Has It
    • Start here so you can tell if your audience actually has the problem; include data to validate the problem
  • Cost of the Problem
    • Use data to show how much the problem is costing the company; rely on metrics to help prove your point
  • Existing Solutions and Their Challenges
    • Bit of a tightrope; use this section to level set audience with market leaders / standards if they exist and how your solution overcomes gaps
  • What’s Changed
    • This can help assess the audiences understanding and allow you to explain what has changed in the market and how it impacts your audience
  • How Your Solution Works
    • Use a visualization to explain your product simply; can show your product on its own or how it works in comparison to market standards
  • Quantitative / Qualitative Proof of a Better Solution
    • Use metrics and numbers to explain why you and why now; can also use customer reviews and company awards and press as evidence of product superiority
  • Pricing
    • Include base price and variations as relevant
  • Appendix
    • Use for information that isn’t core but important to some customers
      • (i.e., integrations with other programs, competitor analysis);
      • Rule of thumb is to add an appendix slide the second time a question is asked Create a deck for presenting and then follow up with a standalone deck. These are typically different in content.
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