Building Sales Presentations That Convert

Sales presentations need to persuade, not just inform. This tutorial shows you how to structure, design, and deliver decks that move prospects toward "yes."

Time: 4 minutes
Level: Intermediate
Prerequisites: You've created presentations and understand basic editing

The Sales Deck Structure

Every successful sales presentation follows a proven narrative arc.

Slide 1 - Hook: Start with a compelling problem or surprising statistic. Grab attention immediately.

Slides 2-3 - Problem: Paint the pain point your prospect experiences. Make it specific and relatable.

Slides 4-5 - Solution: Introduce your product as the answer. Focus on outcomes, not features.

Slides 6-8 - How It Works: Show 3-4 key features with visuals. Keep it simple and scannable.

Slide 9 - Proof: Customer testimonials, case studies, or data proving results.

Slide 10 - Pricing: Clear, confident pricing with value justification.

Slide 11 - Call to Action: Specific next step (sign contract, schedule demo, start trial).

Result: A narrative that builds tension, provides resolution, and drives action.

Starting with the Problem

Make prospects feel understood before selling.

To create problem slides:

1. Use full-bleed background images showing the pain point
2. Overlay with large, bold text stating the problem
3. Keep it to one sentence—clear and direct
4. Use emotional or relatable scenarios

Examples:

• "Your sales team spends 4 hours per week on manual reports"
• "Customer churn increased 23% last quarter—but you don't know why"
• "Your competitors are launching products faster than you can respond"

Tip: Reference specific problems your prospect mentioned in discovery calls. Personalization shows you listened.

Result: Prospects nod along thinking "that's exactly our situation."

Presenting Your Solution

Shift from problem to solution with clarity.

Focus on outcomes, not features:

• ❌ "Our platform has real-time analytics"
• ✅ "See which leads are ready to buy—right now"

To create solution slides:

1. Use a clean layout with headline and supporting image
2. State the benefit in 8 words or fewer
3. Add a brief (1-2 sentence) explanation below
4. Include a visual showing the result or transformation

Structure:

• Headline: The outcome they'll achieve
• Subtext: How it works (briefly)
• Visual: Product screenshot or benefit illustration

Result: Prospects understand what they'll gain, not what you built.

Demonstrating How It Works

Show your product without overwhelming prospects.

Pick 3-4 core features that directly solve the problem you stated earlier. More than four overwhelms.

For each feature slide:

1. Headline: Feature name or benefit
2. Screenshot or product visual
3. 2-3 bullet points maximum
4. Each bullet = one clear benefit

Visual strategies:

• Use product screenshots with annotations (arrows, highlights)
• Show before/after comparisons
• Display the interface they'll actually use
• Include realistic data in screenshots

Tip: Use the Left Image, Right Text layout for feature slides—it lets visuals lead while text explains.

Result: Prospects see themselves using your solution successfully.

Adding Social Proof

Build credibility with evidence from real customers.

Types of proof:

• Customer logos (companies using your product)
• Testimonial quotes with photos and titles
• Specific results ("increased revenue 40%")
• Case study highlights
• Industry awards or certifications

To create proof slides:

1. Add a Customer Logo Grid block from the People & Teams category
2. Upload logos of recognizable brands
3. Add a headline: "Trusted by 500+ companies" or similar
4. Or use a Testimonial block with quote, photo, and attribution

Best practices:

• Use customers similar to your prospect's industry or size
• Include specific metrics when possible
• Show real photos, not stock imagery
• Keep testimonials to 1-2 sentences maximum

Result: Third-party validation reduces skepticism and builds trust.

Presenting Pricing Confidently

Price transparently and emphasize value over cost.

To create pricing slides:

1. Use a Pricing Table block from Business Tools
2. Show 2-3 tiers clearly (if applicable)
3. Highlight the recommended tier
4. Include what's included in each tier
5. Add a CTA button for each option

Pricing psychology:

• Show annual pricing (lower monthly rate)
• Include "Save 20%" badges for annual plans
• List 5-7 included features per tier
• Use check marks for visual clarity
• Place the recommended tier in the center or marked "Popular"

Value justification: Add text below pricing: "Less than the cost of one lost deal per month" or "ROI in 30 days"

Tip: Never apologize for price. Present it matter-of-factly as the investment required for the outcomes you've shown.

Result: Price feels justified based on value demonstrated earlier.

Crafting Your Call to Action

End with a clear, specific next step.

Weak CTAs:

• "Let us know if you have questions"
• "We'd love to chat sometime"
• "Reach out when you're ready"

Strong CTAs:

• "Sign the agreement today and launch by Friday"
• "Schedule your onboarding call: [link]"
• "Start your 14-day trial now—no credit card required"

To create CTA slides:

1. Use large, bold headline stating the action
2. Add a button or clear instruction
3. Include urgency or incentive: "20% off for Q1 signups"
4. Add a fallback CTA: "Not ready? Book a 15-min call: [link]"

Result: Prospects know exactly what to do next—no ambiguity.

Visual Design for Persuasion

Style choices that increase conversion.

Use bold, confident themes: Choose themes from the Bold or Professional categories. Avoid minimal or passive designs.

Show real products: Use actual screenshots or product photos, not abstract illustrations.

Use faces: People connect with people. Include customer photos, team photos, or testimonials with headshots.

Emphasize contrast: Important points should stand out with size, color, or position.

Limit text: Sales decks are visual. Maximum 30 words per slide—let images carry the story.

Consistent branding: Use your brand colors, logo, and fonts throughout for professionalism.

Result: A visually persuasive deck that looks premium and trustworthy.

Common Sales Deck Mistakes

Avoid these pitfalls that kill conversions.

Too many slides: Keep it to 10-12 slides maximum. More than that loses attention.

Feature dumping: Listing 20 features bores prospects. Show 3-4 that solve their problem.

No emotion: All data, no story = forgettable. Use customer stories and emotional hooks.

Buried pricing: Don't hide price until the end. Show it confidently around slide 10.

Weak opening: Starting with "About Us" wastes the most valuable slides. Hook them first.

No clear next step: Always end with a specific CTA.

Fix: Follow the proven structure, focus on outcomes, and guide prospects to action.

What You've Learned

• Structuring sales presentations with proven narrative flow
• Opening with problems that resonate
• Presenting solutions focused on outcomes
• Adding social proof for credibility
• Pricing confidently with value justification
• Creating clear calls to action
• Designing visually for persuasion

Next Steps

• Add compelling data: Visualize ROI and results in Using Data Visualization Blocks
• Perfect your delivery: Present confidently in Delivering Presentations: Tips for Success
• Customize your theme: Match your brand in Choosing the Right Theme

Pro tip: Personalize your sales deck for each prospect. Change the hook, problem, and proof slides to reference their specific situation—this small effort dramatically increases conversion rates.