Making the Product Capabilities Slide [Demonstrate & Differentiate]

While working on a recent project for Marcus, he asked us:

"How can we frame the product capabilities slide so it’s not just a list of features?"

Our Creative Directo summed it up perfectly:

"Focus on showing how the features translate into real value for the buyer."

As a presentation design agency, we've seen the same challenge time and again: companies often list features without explaining how those features solve the buyer's problem. In this blog, we’ll share what we’ve learned about creating a product capabilities slide that speaks to the buyer, not just the product.

The Problem: A Slide Full of Features That Don’t Matter

No one cares about the features. Not really. Sure, buyers want to know what your product can do, but more than that, they want to know why it matters to them.

We see this problem all the time: companies pack their product capabilities slide with a laundry list of features: “integrates with CRM,” “real-time data,” “cloud-based,” and so on. It’s the classic mistake of focusing on the product itself, not on what the buyer gets out of it. Buyers don't need to know every technical detail. What they need is a simple connection between your product’s capabilities and their specific challenges.

This happens because many teams are too close to the product. They know it inside and out, and it's easy to fall into the trap of assuming that everyone else does too. The result? A slide that looks impressive in theory but doesn’t actually resonate with the audience. It’s the presentation equivalent of saying, "Here’s everything we can do, now you figure out why it matters."

So, what do you do? You stop talking about the product in isolation and start framing it in terms of the buyer’s world.

The Solution: Framing Your Product Capabilities Slide for Buyers

Now that we’ve acknowledged the problem, let’s get into how to fix it. The product capabilities slide is one of the most important parts of your deck because it’s where your buyers get the full scope of what your product can do. But here’s the thing: it’s not about what your product can do; it’s about what it can do for them.

Let’s break down how to frame the product capabilities slide in a way that grabs your buyer’s attention and keeps it.

1. Shift from Features to Benefits

This is the most basic but critical shift you need to make. Features are what your product does. Benefits are how those features make life better for the buyer. Too many presentations list features like bullet points, hoping the audience will “get it.” But they don’t. Buyers want to understand how those features solve their problems.

For example, let’s say your product has a feature like "automated reporting." That’s great, but what does it mean to the buyer? Is it going to save them time? Eliminate human error? Improve accuracy?

Instead of just listing "automated reporting," you could say, "Automated reports that save your team 10+ hours per week and eliminate human error." Now you’ve connected the feature directly to the benefit—time saved and fewer mistakes.

A good rule of thumb: Every time you mention a feature, follow it with a direct benefit. This turns a list of dry features into a compelling narrative about how the product transforms your buyer’s work or life.

2. Speak to Their Pain Points

Here’s where most product capabilities slides go wrong. They don’t take the time to acknowledge the buyer’s pain points. We’ve worked with companies who are so proud of their product that they assume the buyer will instantly recognize its value without being shown. That’s not how it works.

Think about your buyer’s struggles before you talk about your product. Do they spend hours every week handling manual data entry? Are they constantly battling inefficiency or security risks?

If so, don’t just say, “Our product integrates with X and Y software.” Instead, frame it like this: “Reduce manual data entry by 75% with seamless integrations that save your team hours each week.”

The goal is to make the buyer feel understood. They don’t want to hear about your product’s technical specs, they want to hear how it can solve the problems they face daily.

3. Use Real-World Examples and Case Studies

Nothing makes a product capabilities slide more powerful than showing actual results. Numbers and real-world examples build credibility and show your product’s value in action. We’ve seen firsthand how effective it can be to incorporate a short case study or example that demonstrates your product’s capabilities in a practical, tangible way.

For instance, instead of just listing “Real-time data analytics,” you can provide a case study: “Our client, Company X, used our real-time data analytics to identify and reduce inefficiencies in their supply chain, saving $500k annually.” This gives the buyer a concrete example of how your product has delivered measurable results.

Be sure to include figures, percentages, and anything that makes the result feel real. The more tangible and relatable the example, the more compelling the slide becomes.

4. Group Features by Buyer Persona or Use Case

One common mistake is treating all features as equally important. But not every feature will matter to every buyer. A buyer in a large enterprise may care about scalability and integrations, while a small business owner might prioritize ease of use or cost-effectiveness. If you’re presenting to multiple types of buyers, don’t just list everything—group features by persona or use case.

For example, if you have a CRM tool with a variety of capabilities, you could organize the slide by showing the features that are most important to a sales team, a marketing team, and a customer support team. This way, each buyer sees the features that matter most to them.

By doing this, you make your product’s capabilities feel more personalized, as if you’re speaking directly to the unique needs of each buyer. It also helps reduce the overwhelming effect of a long list of features, which can cause buyers to tune out.

5. Keep It Simple (But Not Too Simple)

Simplicity is key, but that doesn’t mean oversimplifying. The most powerful product capabilities slides are clear, concise, and focused. A long list of features with little context will make your audience glaze over, but an oversimplified version will leave them questioning whether your product can actually solve their problems.

What we recommend is a balanced approach: Focus on the top 4-6 capabilities that matter most to your target audience, and provide just enough detail to show why each one matters. You can always elaborate later in the Q&A or in a follow-up conversation.

For example, instead of detailing every single feature, you can summarize: "Our product offers powerful analytics, seamless integrations, customizable workflows, and a user-friendly interface."

These are broad but meaningful terms that give enough information without overwhelming the audience.

6. Visuals Matter More Than You Think

Let’s face it, buyers are busy. They don’t have the time or patience to read through an endless list of text on a slide. Visuals are crucial for making your product capabilities slide more engaging and digestible. But visuals don’t just mean adding icons or images for the sake of decoration, they should help reinforce the message.

One approach we’ve found effective is using icons or infographics to illustrate each capability. For instance, instead of simply stating “customizable workflows,” you can show an icon of a workflow diagram that is easily customized, making it more tangible. A simple chart or graphic can also go a long way in simplifying complex features.

Using visuals like these keeps the audience engaged and helps break up the text, making your message easier to understand and remember.

7. Focus on Outcomes, Not Inputs

Here’s where you can truly differentiate yourself: buyers care more about outcomes than they do about the inputs. In other words, don’t talk about the technical aspects of how the product works (e.g., “We use AI to predict trends”)—focus instead on what that technology allows the buyer to achieve (e.g., “Predict trends and take action 3x faster than your competition”).

The key is to frame every feature as a means to an end. What does the buyer get by using your product? More efficiency, more profit, more time saved, better decision-making? These are the outcomes that matter, not the underlying technology. Focus on those, and you’ll keep the buyer’s attention.

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