Sales Report Presentation [What to Include & How to Present It]
- Ink Narrates | The Presentation Design Agency
- 4 hours ago
- 6 min read
Our client, Emily, asked us an interesting question while we were making her sales report presentation:
“How do I make sure I’m not boring the room to death while presenting the numbers?”
Our Creative Director answered:
“Stop reading the slides and start telling the story behind the numbers.”
As a presentation design agency, we work on many sales report presentations throughout the year, and in the process, we’ve observed one common challenge: people obsess over stuffing in data but forget how to guide the audience through it.
So, in this blog, we’ll talk about what a strong sales report presentation really needs and how you can deliver it without losing your audience’s attention.
In case you didn't know, we specialize in only one thing: making presentations. We can help you by designing your slides and writing your content too.
Why a Strong Sales Report Presentation Matters
Most people treat the sales report presentation like a formality — but here’s the truth we’ve seen over and over: how you present shapes how people trust you, align with you, and act on your results.
1. It Builds Trust
A clear, honest presentation earns credibility. Spinning weak results or hiding misses? That kills trust fast.
2. It Aligns Teams
This is where you get everyone — sales, marketing, leadership — pulling in the same direction. Without clarity, teams drift.
3. It Drives Decisions
Leaders use your presentation to set priorities. If you present clear patterns and smart insights, you shape strategy.
4. It Motivates
Your team is watching. A strong presentation recognizes their work and energizes them for what’s next. A weak one deflates the room.
What to Include & How to Present a Sales Report Presentation
We’ve worked on countless sales report presentations, and there’s a reason some presentations stick with the audience, and others get forgotten the moment the meeting ends. It’s not just about having the right data — it’s about how you present that data, the story you build, and the clarity you provide.
Let’s break down what to include in your sales report presentation and, just as importantly, how to present it so it actually lands.
1. Open With a Clear, Concise Summary
Your audience is busy. They don’t want to sift through dozens of slides or hear a long intro before you get to the point. Start with a simple overview:
Reporting Period: What timeframe are you covering? Last quarter? Last month?
Objectives: What were your goals for this period?
Headline Results: What’s the quick summary? Did you meet or miss targets?
This is your roadmap for the presentation. Something like: “This quarter, we aimed to grow total sales revenue by 15%, increase new client acquisition by 10%, and improve upsell rates by 5%. Here’s how we did.”
This quick summary orients the room and sets expectations.
2. Focus on Key Metrics, Not Every Metric
It’s tempting to throw in every single sales metric you track. Resist that urge. Your presentation isn’t a data dump — it’s a communication tool.
Pick 3-5 key metrics that matter most for the audience and the goals you’ve set. Common choices include:
Total sales revenue vs. target
New clients acquired
Customer retention or renewal rates
Average deal size
Sales cycle length
Use simple, clear visuals to show these metrics. Avoid cluttered spreadsheets or complicated charts. The goal is immediate clarity.
3. Contextualize the Numbers — Tell the Story Behind Them
Here’s where the magic happens. Don’t just show the numbers — explain why they look the way they do. This is the difference between a presentation that’s “just data” and one that’s insightful and actionable.
Ask yourself:
What contributed to wins?
What challenges or roadblocks caused misses?
Were there external factors (market shifts, seasonality, competitor moves)?
Are there emerging trends or unexpected insights?
For example, instead of: “Revenue was $3M, short of the $3.5M target.”
Say: “Revenue hit $3M, a 14% shortfall from our target, mainly because several key clients delayed purchasing decisions due to budget reviews. However, we saw strong performance in the Midwest region, which grew by 20%.”
This helps your audience understand the “why” behind the numbers and starts the conversation about next steps.
4. Balance Celebrating Wins With Owning Misses
People want to hear good news — and your presentation should highlight achievements. But don’t shy away from owning the misses, either. That builds credibility and trust.
Celebrate specifics. For example:“Our upsell campaigns brought in $500K this quarter, exceeding expectations by 25%. The marketing and sales teams worked closely on targeted messaging that clearly paid off.”
When things didn’t go well, be upfront but solution-oriented:“Renewal rates dipped by 3%. We identified this as a result of slower response times in customer support. To address this, we’re adding two new support reps and implementing a new ticketing system.”
This balance shows confidence and a commitment to continuous improvement.
5. Make Actionable Recommendations Crystal Clear
A sales report presentation isn’t just about looking back. It’s about setting the path forward. Always include clear next steps and action items.
Break it down like this:
What should continue?
What should stop?
What new initiatives will start?
For example:“We’ll continue focusing on upsell campaigns, which are clearly effective. We’ll pause cold outreach in underperforming sectors to reallocate resources. And we’ll launch a pilot for a new sales training program next month.”
This clarity prevents confusion and aligns everyone on priorities.
6. Design Your Slides for Clarity and Impact
You might think this is obvious — but many sales presentations are cluttered messes. Poor slide design kills engagement fast.
Here are some design principles we swear by:
One key message per slide. Your slides should support your story, not be a script.
Use simple charts, not complicated graphs. Bar charts, line charts, and pie charts are easy to understand. Avoid 3D charts or anything that looks flashy but confusing.
Limit text. Use bullet points sparingly. Ideally, no more than 3 bullets per slide.
Consistent branding. Use your company’s colors, fonts, and logos but keep it professional and clean.
Visual hierarchy matters. Headings, subheadings, and data points should be clearly distinguishable.
Remember, your slides are your visual aid — they should help your audience follow, not distract or overwhelm.
7. Master Your Delivery
Even the best slides fall flat without solid delivery. This is the part where people often struggle, so here’s what we recommend:
Know your story. Don’t read slides word for word. Know the key points and speak naturally.
Practice transitions. Plan how you’ll move from one topic to the next. It keeps the flow smooth and professional.
Engage your audience. Make eye contact, pause for questions or reactions, and be ready to dive deeper if asked.
Watch your timing. Respect your audience’s time. If you have 30 minutes, plan for about 25 minutes and leave room for Q&A.
Use your voice. Vary your tone, volume, and pace to keep things interesting.
The way you present says as much as what you present. Confidence, clarity, and energy go a long way.
8. Prepare for Questions and Follow-Up
A sales report presentation is rarely just a one-way talk. Prepare for the Q&A by anticipating tough questions.
Think about:
Areas where you missed targets and why
The impact of external factors
Plans for upcoming quarters
Any controversial or unexpected results
Having clear, honest answers ready shows professionalism and builds trust.
Also, follow up with a concise summary email after the presentation. Include key takeaways and action points to keep everyone aligned and accountable.
9. Use Data Storytelling Techniques
Numbers alone don’t motivate action. You need to weave them into a story that connects emotionally and logically.
Try this simple structure for each key point:
Situation: What was happening?
Complication: What challenge or change occurred?
Resolution: How did your team respond? What’s the outcome?
For example:“In Q1, our renewal rate dropped by 5% (situation). This was mainly due to a competitor’s aggressive pricing and product launch (complication). We launched a targeted retention campaign focusing on loyalty benefits, which helped recover 3% in Q2 (resolution).”
This narrative makes the data relatable and memorable.
10. Keep Your Audience in Mind
Finally, always tailor your presentation to the audience. A sales report presentation for the board of directors looks different from one for the sales team or marketing.
For executives: Focus on high-level metrics, strategic insights, and recommendations.
For sales teams: Include more detailed performance metrics, tactics, and motivational messaging.
For cross-functional teams: Emphasize collaboration points and how different departments impact sales.
Know who’s in the room and what they need to walk away with — then tailor your message accordingly.
Why Hire Us to Build your Presentation?
If you're reading this, you're probably working on a presentation right now. You could do it all yourself. But the reality is - that’s not going to give you the high-impact presentation you need. It’s a lot of guesswork, a lot of trial and error. And at the end of the day, you’ll be left with a presentation that’s “good enough,” not one that gets results. On the other hand, we’ve spent years crafting thousands of presentations, mastering both storytelling and design. Let us handle this for you, so you can focus on what you do best.