Your week is off to a great start. You have a potential customer who’s interested in your startup’s product after a phone conversation with you. You set up a presentation to go over your product in more detail. “Looking forward to learning more at the presentation,” she says.
To nail this presentation, you’ll need a fantastic sales deck. It’s usually in the form of a PowerPoint or Keynote and made up of graphics, charts, text, and numbers to convince potential customers that your product or service is worth purchasing. Not only should it be visually appealing, the sales deck should also address top concerns and questions of the potential customer.
We’ve scoured the internet for standout sales decks from B2B companies to help you create your own presentation. Take inspiration from these 7 sales decks, and you’ll be on your way to creating a customer-centric deck.
7 standout sales decks that focus on the customer
Too often, sales reps create sales presentations that are all about their company and how wonderful they are. But sales decks shouldn’t be about you — they should be about your customer. A great sales deck will:
- Present the problem that your product solves.
- Detail who you’re solving the problem for and why you understand their needs.
- Outline how your product or service solves the problem and how it’s better than your competitors’.
- Offer proof such as case studies to show that your product or service works in the real world.
- Present a call to action.
We’ve collected 7 sales deck examples that deliver on all of these fronts. Read on to learn what makes these examples exceptional, along with tips you can implement to build your own deck.
1. DocSend: Tell a story with your sales deck
DocSend, a document sharing platform, found that only 17.5% of all viewers of their sales deck made it to the last slide. The company revamped their deck into an interesting narrative about the problem DocSend solves. DocSend also shows that 65.4% of all prospects who open DocSend’s deck now click through to the last slide.
DocSend’s new sales deck is not only visually appealing — it captures the viewer’s attention through the power of strategic storytelling.
You can view the full DocSend presentation here.
DocSend’s sales deck identifies a change in the sales world, and tells the story of how buyers can succeed in this new world with their product. Along with creating a narrative, DocSend engages viewers with conversational language. Fun phrases like “once upon a time” and “sales-y” make the viewer feel like they’re listening to a peer’s entertaining story.
Takeaway: Use strategic storytelling to weave together a narrative that highlights customer pain points. Create a narrative out of what your customer research and data tells you. Just don’t get too carried away — make sure there’s a point to your story so you hold your viewer’s attention.
2. Zuora: Lead with an industry change, not your product or service
NPR commentator and author Andy Raskin pronounced subscription management company Zuora’s presentation to be “The Greatest Sales Deck I’ve Ever Seen.”
Part of what makes the company’s sales deck exceptional is that it doesn’t start with their product. Instead, as Raskin puts it, it highlights an industry shift (the new subscription economy) that presents high stakes and urgency for their prospect. In addition, sharing industry changes establishes their business as knowledgeable and credible in the eyes of the lead.
It’s hard to argue with Raskin’s reasoning why Zuora’s sales deck is the greatest he’s ever seen. Zuora sets the stage by introducing how the subscription economy has changed the way companies do business. This introduction creates the perfect opportunity to get the viewer thinking about how this change is affecting them and what solutions they need to succeed.
In addition to Zuora’s content structure, background images are visually interesting, the text is easy to read, and graphics align perfectly with the message.
Takeaway: Do your research. Know the changes in your industry and how these changes are impacting your target customer. What trends are they struggling with and how can you help? Lead with that in your sales deck rather than generic company information. And instead of highlighting the change as a problem and putting the prospect on the defensive, highlight the shift as an opportunity to improve with your product.
3. Appsflyer: Follow the Before-After Bridge Framework
AppsFlyer, a SaaS mobile marketing analytics and attribution platform, outlines what the advertising industry looks like without their product. They then present what the world could look like and how their product helps companies enter this world.
This gives them the opportunity to bridge more into their product’s capabilities and their number of integrated partners to advertise to as many customers as possible.
AppsFlyer even labels their slides “Before” and “After.” It offers the perfect setup to go in-depth on how AppsFlyer helps app developers, brands, and ad agencies (AppsFlyer’s target customers) optimize their data.
The Before-After-Bridge technique ensures that the impact of AppsFlyer’s product is focused on the customer and their needs.
Takeaway: Apply the Before-After-Bridge technique. Include information to help your audience see what their world currently looks without your product (the before), how it could be (the after), and how your product or service helps achieve the ideal setup (the bridge). By hearing the B&A narrative, leads have a framework for easily remembering the value of your product.
4. ProPad: Speak directly to the prospect
Prospects don’t care about your company’s accomplishments — they care whether or not you understand their needs. Product management platform ProPad avoids the pitfall that many companies fall into with customer-centric language. The company uses language such as “you” and “your” to demonstrate that their focus is truly on the customer.
Along with speaking in the second person, ProPad presents a series of questions that their prospects are asking about product planning. These questions make it feel like the deck is directly speaking to the viewer’s interests, rather than ProdPad’s.
Takeaway: If your sales deck is made up of slides like “Simple Finance is excellent because we do XYZ,” you’ll seem company-centric over customer-centric. Answer the question for the potential customer, “What’s in it for me?” by speaking in the second person and addressing their concerns.
5. Contently: Demonstrate your product’s value with social proof
Content marketing solution Contently recognizes the value of presenting company success stories.
Toward the end of their sales deck, the company presents case studies from happy customers — the most notable is Coca-Cola—who used Contently to produce stories before the launch of Coca-Cola Journey.
With the case studies in their deck, Contently gives their target audience a reason to trust them and their service.
According to Hawkeye, a human experiences agency, roughly 70% of B2B buyers cited testimonials and case studies as the most persuasive types of content.
Takeaway: Clearly explain the value your current customers receive from your product or service in your sales deck. Pull case studies with quotes from happy customers and what parts of their business improved thanks to your company. Get specific if you can and include success metrics to back up the effectiveness of your product’s features.
6. Front: Highlight your value with visuals
When your deck is swimming with text and bullet points, it’s difficult and distracting for your audience to read. Graphics and charts are an excellent alternative.
Consider how the shared inbox platform Front uses visuals in their sales deck. Rather than just inserting the statement, “MRR grew 5.4 times in the past 12 months,” Front included a chart that shows what this growth actually looks like and the increase of MRR. The value of their statement is still there, but the chart is much more compelling and visually appealing to absorb than text.
While Front utilizes visuals in their deck, they still use text to provide context as to what the audience is looking at. For example, each graph has a caption to provide information about the data.
Takeaway: Visuals can increase presentation retention between 10% to 65%. Work with your design team to insert logos, interesting flow charts, infographics, and more into your sales deck. Insert text where needed to describe an image, and ensure that all visuals align with your company’s brand.
7. Moz: Insert a clear call to action
You’ve reached the end of your sales deck. Now what do you want your audience to do with the information? Moz, a marketing analytics company, makes their ask on the last slide of their deck: get involved with all the great things the company is doing.
Simple and to the point, Moz provides clarity in their Call to Action (CTA) statement. Viewers can either get involved by investing in Moz or not. You can do the same with your own CTA — invite your viewers to complete a specific step after your presentation is over.
Takeaway: Your audience shouldn’t have to guess what you want them to do. Clearly state the action they should take, and provide a sense of urgency by using words at the end of your sales deck such as “now” and “today only.” It also helps to use a large font to draw attention to the text.
Build your own customer-centric sales decks
These sales decks and takeaways provide a great foundation to build and present your own product or service to your interested B2B prospects. Just remember to keep your sales deck and presentation as customer-centric as possible and relate your product or service to their needs. Your concern for the success of leads’ businesses will shine through, upping your chances of closing the deal!
Looking for best sales presentation practices? Check out this article for tips on how to arrive to meetings with a compelling sales presentation.