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How to structure your sales deck/presentation [Easy Tutorial]

Yes, the sales deck structure is super important! Without structure, creating a sales deck is like building a house without a blueprint.

As the founder of a presentation design agency, I’ve lost count of the number of times clients approached us with their botched sales decks. Common complaints are, “We asked for a sales deck, but all we got was a company profile presentation,” or “This is just plain information; we were hoping for something persuasive. Can you lend us a hand?”

Can you guess what went wrong?

The sales deck structure! If you guessed it right, you’ve already conquered half the battle.

The person/agency/in-house team that worked on their sales deck had no expertise in structuring it, let alone executing the complete sales deck project.

Frankly speaking, getting your narrative structure right is the game-changer. Once you have that foundation in place, your sales deck has a 0% chance of failure from this point forward.

How to structure your sales deck/presentation?

I’m going to provide you with the exact details you need to consider when structuring your sales deck. I’ll make an effort to not discuss common concepts like “know your audience” and other typical strategies that you probably already have at your fingertips. Instead, let’s dive right into the heart of the matter, where the real magic happens.

Note: If you already have a poorly executed sales deck, it’s best to forget about it and start anew. The reason is simple: if you’re not satisfied with the outcome, the issue lies with the foundation of the deck, and you need to address that from the beginning.

Step 1: Write down your prospect's decision-making parameters

The first step in a sales deck structure is establishing specific parameters that influence your prospects’ decision-making process.

To illustrate, let’s consider an example: if you’re selling software to businesses, a crucial parameter could be cost-effectiveness.

By understanding what parameters play a significant role in their decision-making, you can determine what information is relevant to include in your sales deck and what can be omitted. This way, you can showcase the value and benefits that align with their decision criteria.

Step 2: Think about the prospect's knowledge levels

Take a moment to think: “How well-acquainted is the prospect with the existing problems?” It’s essential to avoid discussing blatantly obvious issues because, let’s face it, your prospect will simply tune out.

The key is to introduce fresh and innovative ideas that resonate with them, rather than preaching about what they already know. By presenting new perspectives and insights, you captivate their attention and foster a sense of intrigue and curiosity.

This insight is important for creating a sales deck structure because you’re going to constantly make decisions about what’s relevant & what’s not.

Step 3: Create the narrative division

This technique is an absolute gem that we, at Ink Narrates, have employed on numerous successful sales decks. Trust me, it’s a winner.

Here’s how it works…

Divide the total number of slides you want to include into three distinct sections: “setting the stage,” “positioning yourself as the solution,” and “providing supporting proof/information.”

Let me give you an example to illustrate this approach: allocate 4–5 slides to “setting the stage” where you can delve into the industry shifts or prevailing challenges. Then, reserve the next 3–4 slides for “positioning yourself as the solution,” where you showcase your exceptional services and the myriad benefits they bring.

Finally, let the following 5–6 slides be dedicated to highlighting your process, client success stories, core values, and, of course, your amazing team.

This division serves as a valuable guide, offering clear direction as you navigate your sales deck structure.

Step 4: Slide-wise structure

Now that you have gathered insightful information about the “decision-making parameters,” “prospects’ knowledge levels,” and the logical “narrative division,” it’s time to allocate slides to their respective purposes.

This practical step allows you to organize your presentation effectively and ensure that each slide serves its intended role, one of the most important aspects of a sales deck structure.

Example, (sharing a real example of a slide structure we set for one of our clients)

  • Title Slide Slide

  • Industry overview (Here we’ll talk about the changing scenario/shift in the market)Facts on the global acceptance of data analytics

  • Challenges

  • A case for problems (Faced by the global players)

  • Value Proposition (Positioning CLIENT as the solution to the challenges)

  • Solutions/offerings

  • Benefits (Match with the decision-making parameters we already set)

  • Association with the challenges

  • Competitive Landscape (Using decision parameters to compare with other service providers)

  • Client Success Story+Testimonial

  • Paint a before/after picture

  • Process infographic

  • About CLIENT & Team

  • Closing slide

Step 5: Sales Deck Writing & Design

For the purpose of this article, I will focus solely on the sales deck structure and refrain from covering other aspects. Now that you have a solid structure in place, you can proceed to write the sales deck copy and design it with care.

sales deck service

Work with us

If you find yourself overwhelmed by all of this, don’t worry! Simply reach out to us by dropping a message through the contact section on our website, and we’ll be more than happy to assist you in creating a comprehensive sales deck from start to finish.


Get your sales deck created by experts.

28 views1 comment

1 Kommentar

20. Juni 2023

Thanks for writing this detailed blog & giving out free information. The guidelines are good for anybody looking to create their own sales deck, I'm sharing this on my social media right now!

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