sales pitch presentation structure

How to Create a Sales Pitch (Ultimate Guide) for Sales Reps in 2024

There's something magical about a great sales pitch : It makes prospects want to take the next step with you. It helps them see the opportunity, and feel excited about it. It encourages them to overcome indecisiveness and doubts, and leads to new beginnings. That is the power of a well-structured sales pitch.

Sounds like I'm laying it on thick? That's on purpose. Most salespeople think a pitch is just something you say to make a sale. They talk about how great their offer is, and the many reasons why the prospect should buy. Great salespeople are able to muster up genuine excitement about their pitch. They talk about how their offer can help the prospect achieve their goals, and even change their life.

In this guide, you’re going to learn the ins and outs of crafting a sales pitch that gets to the heart of the issue and motivates your prospects to action. 

What is a Sales Pitch?

A sales pitch is a short but effective presentation where a salesperson explains the benefits and value of their product or business offerings in under two minutes.

Ideally, sales reps should be able to convey the nature and benefits of their company to potential customers in less than one or two minutes.

There are so many aspects involved in building a successful sales pitch, how do you know where to start?

This guide takes a deep dive into the heart of sales pitches. We will go over the basics as well as run through some examples of successful sales pitches so that you can build your own.

What are the Components of a Great Sales Pitch?

• Question : Starting with a question allows you to understand the prospect’s needs better while engaging them in the pitch.
• Hook : This is a single sentence that uses what you’ve learned about the prospect to grab their attention for your pitch.
• Problem : An effective sales pitch sympathizes with the problems your prospect is facing and addresses the customer's pain points .
• Solution : After mentioning the problem, paint a picture of the solution.
• Offering : At this point, introduce the hero of the story: your product!
• Personalized benefits : Instead of spouting features, make your value proposition extremely personalized to this prospect’s specific needs.
• Proof : To truly persuade the prospect, offer proof that your product can solve the problems they have. The most common way to do this is with testimonials or case studies from your successful customers .
• Next steps : The last step in your pitch is discussing key points and the next steps in the sales process.

5 Ways a Good Sales Pitch Helps You Close Deals

• Give your sales calls structure : While you may know what you want to say on a sales phone call (especially when cold calling), it’s far too easy for the conversation to be diverted. Having a drafted pitch keeps your conversations on track by giving you a clear structure to follow.
• Decrease stress : Sales is a stressful career path , so anything that works to decrease stress is helpful. Drafting a pitch for yourself or your team allows you to see what you want to say before (and during) a call. In turn, this allows you to focus more on listening to the customer’s needs than on what you’re going to say next.
• Improve sales performance for low performers : When the whole sales team works together to build an effective sales pitch, low performers gain expertise from the methods and phrases used by high-performing salespeople on the team.
• Keep messaging in line : When your sales pitch is built alongside product and marketing teams, the company-wide messaging follows the same thread, which builds confidence in your target audience.
• Personalize your pitch to each prospect : By creating multiple versions of your sales pitch, you can personalize the main points, address customer problems and drive your value proposition to the needs and personality of the prospect.

What is an Elevator Pitch?

An elevator pitch refers to the ability to deliver a sales pitch to a prospect within the span of the time it takes for a single elevator ride.

Salespeople who can deliver an effective elevator pitch are those that can engrave a memorable description of what they sell in the minds of their prospects.

The elevator pitch follows the same components we mentioned above, however, it is slightly shorter.

For example, your elevator sales pitch idea could be structured as follows:

• Question: Has a client ever asked you for a performance forecast?
• Empathy: Our founders experienced this very often.
• Pivot: This is why they built a custom forecasting tool.
• Value: Our tool is able to produce performance forecasts based on 25 different scenarios.

Suggested reading: Best one-line sales pitch: 13 examples of winning one liners

How to Craft a Sales Pitch that Sells (9 Proven Steps)

Often starting your pitch is the hardest part. In order to hook your prospect into hearing what value your product has, you need to capture the prospect's attention.

It is important to start with the problems that your prospective client is experiencing. If they do not know what problem you can solve for them, they won’t want to hear you out.

Tailor your pitch to meet them where they are at and try to personalize your message as much as possible. Leave a personal impact.

Let’s explore all of the steps to writing a winning sales pitch:

Step 1: Base Your Sales Pitch on Real Customer Research

Understand who you’re pitching to .

Who is the main audience for your product? For example, if you’re selling a SaaS product, what kind of company are you pitching your software to? Are you pitching to a decision-maker at this point?

Take the time to fully understand what you are dealing with.

Within that company, who are you normally pitching to? Who has the final say in the purchase, and who is the end-user? Is your goal to build an army of internal champions , or are you delivering your sales pitch to an executive?

Real customer research is the only way to get answers to these questions. If your company has developed ideal customer profiles , you can spend some time looking through that information before you start preparing your pitch.

Step 2: Build Concepts and Analyze the Pitch from Different Angles

Don’t set out to write out a perfectly-crafted pitch in one sitting. Instead, consider this the moment to build as many ideas as possible.

Your sales pitch needs to be concise, clear, and to the point. But there is obviously more than one way to sell your product.

So, why not flesh out all those different options?

For example, let’s say that 66% of your audience is suffering from Problem 1, but 40% has issues with Problem 2.

Your product solves both problems with two distinct features. So, create pitch ideas that present your product’s features in the light of these two very different problems.

All of these concepts are useful, and all of them could turn into your perfect sales pitch. So, write up at least five sales pitch concepts based on your research and focus on a catchy opening line!

When you’re ready to narrow it down to the best pitch, it’s time to move on to the next step.

Step 3: Collaborate With Your Teammates & Learn from Other Salespeople

Don’t make your sales pitch alone: getting the whole team together on this can be extremely helpful.

With your concepts in mind, set up a brainstorming session with your colleagues. Have them pick apart your pitch ideas and present ideas of their own.

Step 4: Pick Your Best Concepts and Write Them Out

It’s time to narrow down the ideas to just two or three and then write a great sales pitch.

How can you choose?

First, think about what will appeal to the widest audience. For example, let’s say you’ve created six pitch ideas based on the most common pain points your customers are facing.

If three of those pain points are normally secondary to other more common pain points, you can focus on the pitches that highlight those top challenges.

Next, think about the target market for your product. If you’re a B2B business, are you selling to large companies as well as SMBs ?

You may want to consider creating a pitch that’s adapted to each of these different targets.

Finally, consider the people you’re pitching to. For example, do you normally speak to the CEO, stakeholders or the marketing manager? If so, it may be worthwhile to create separate pitches for the different roles in order to deliver the best sales pitch possible.

Step 5: Measure and Refine Your Sales Pitch

As you start testing your new sales pitch, set up methods to track and measure the results.

There are several ways to measure this, but let’s talk about how you can see the results in your CRM.

In Close , you can add Custom Fields to your leads and contacts. So, to measure which of your sales pitches gets the best results, add a Custom Field that identifies which sales pitch was used with each new lead.

Next, create a Smart View that shows you only leads that heard a certain sales pitch:

Then, you can analyze the results by filtering your reports and pipeline view to see the leads in those Smart Views.

When you have this setup in your CRM , you’ll be able to easily discover the results of your test.

Find the answers to questions such as:

• What was the general reaction to the new sales pitch?
• What was the average conversion rate to the next stage for the control group?
• What was the average conversion rate to the next stage for the test groups?
• How many of the test group prospects converted to customers?
• How many of the control group prospects converted to customers?

By comparing this information, you’ll see which sales pitch works best.

You may also see aspects of the pitch that need to be adjusted based on the reaction of prospects. It’s a good idea to keep notes in your CRM as you use the new sales pitch, paying particular attention to how prospects react.

Better yet, since you can keep phone and video call recordings stored in your lead view in Close, you can go back later and listen again to their reaction to your pitch.

Now that you know how to create a good sales pitch, let’s talk about the specifics of creating a pitch that really sells your prospects.

Step 6: Use Questions to See Which Pitch is Right for Each Prospect

Above, we talked about the fact that you may create multiple pitches based on the type of prospect that you’re talking to. So, to get your pitch off on the right foot, you’ll need to ask some questions to make sure you’re using the right pitch.

First, ask questions BEFORE you get on the phone. In other words, take some time to dig into prospect research before you call a new lead. Who are they?

Can you match them to one of your customer profiles before you start talking to them?

(Hint: LinkedIn is a great place to start for this professional research.)

Next, once you’ve introduced yourself briefly, ask a question that will help you guide the conversation in the right direction.

For example, if you’ve created separate sales pitches based on which major pain point a customer is facing, you might ask something like this:

“I’ve been talking to other companies in [industry], and they mentioned that current world conditions have created [specific problem] for their business. Is this something you’ve been facing as well?”

If they say yes, you can use the sales pitch for that pain point. If they say no, ask:

“What would you say is a major challenge for your company right now, especially when it comes to [aspect of their business that’s related to your solution]?”

By asking this kind of open-ended question, you’ll get a clearer direction on which sales pitch is right for this prospect.

Step 7: Find a Hook That Pulls at Your Prospect’s Needs

Very early on in your sales pitch, you should know what your prospect’s needs really are.

A truly great sales pitch contains a hook right at the beginning of the pitch that pulls at those needs and hints at a solution.

For example: “It seems like many businesses in your industry are struggling with productivity issues during the pandemic. And when productivity is down, revenue automatically follows. Have you ever considered a better communication system for at-home employees as an option to increase productivity?”

To pique interest and spark curiosity, use a hook in the form of a question that includes phrases such as:

• Have you ever wondered…
• You know how…
• Doesn’t it seem like…
• Have you ever noticed…
• Have you ever considered…
• Did you know…

This keeps the prospect involved and gets them to think about what you’re saying rather than go on sales-call-alert.

Step 8: Present the Idea of a Solution

Don’t fall into the trap of bringing in your solution too soon.

While your prospect is considering the hook you’ve left them, present the idea of a solution without specifically mentioning your product.

Here’s how that could sound:

“Imagine how productive your remote team could be if they used a communication system that offered both synchronous and asynchronous communication that allowed them to work together just as smoothly as they did in the office.”

Using the word ‘imagine’ gets your prospect to paint a mental picture of the solution. This sets a powerful train of thought in motion, allowing them to visualize the results of using your product before they’re even aware that this is a sales call.

Suggested reading: Learn how to create highly effective sales presentations

Step 9: Sell Them on Benefits (Not Features)

At this point, you can start discussing your solution. Now that your prospects have already imagined the results they could have, they’ll be more open to discussing the specifics of your product.

Just remember not to spend too much time discussing the specific features of your product. Instead, pull benefits from each feature and focus on those.

To continue with our example above, you could say something like this:

“Our product allows remote teams to communicate asynchronously with video, meaning you can have a personal conversation with your teammates and get your ideas across in a way that isn’t misconstrued, as often happens with text-based conversations.”

Continue this line of conversation and highlight the benefits of your product and the way it specifically fills the needs of your prospects.

How to End a Sales Pitch to Ensure You’re Heading in the Right Direction

Talking about your product is good. Selling your product is better.

How can you end your sales pitch in a way that pushes prospects towards closing the sale ? Here are some sales pitch closing techniques you can use to conclude well:

Go Through the Virtual Close

Let’s be clear: it’s very unlikely that you’ll close the deal in this sales pitch.

That said, you can shave loads of time off your sales cycle by including a virtual close in your sales pitch.

Here’s how this works: you’ve come to that point in your sales pitch that your prospect is seriously interested in your product. You’ve successfully helped them see the real-life benefits of your product and they like you.

Now, you need to let them guide you through the steps to purchase.

This accomplishes two things:

• First, you’ll have a much clearer understanding of the steps involved in selling to this customer
• Second, your customer will continue down the path of imagination to a time when they purchase your product

All you have to do is ask a simple question :

“What will it take for you to become a customer?”

The important point here is to keep asking follow-up questions . Get them to take you through their process until the point where they say: “Then, we’d purchase your product.”

This could include getting approval from different execs, letting stakeholders ask questions, going through a product demo, looking through a proposal, etc.

Once you have a clearer view of their purchase process, you can continue to close your sales pitch with the next step:

Leave the Prospect with a Specific Call to Action

Wondering how to create urgency in a sales pitch? Make sure to leave the call with a specific action that either you or the prospect must take.

This might include:

• Sending them your Calendly link so they can book a meeting with stakeholders
• Setting up a product demo for their team
• Getting an introduction to another important decision-maker

If the ball is in your court, make sure to take that next step as soon as the call is over.

If you’re waiting for the prospect to take the next step, set a reminder in your CRM to follow up with this prospect in a few days if you haven’t heard from them.

And that’s how you conclude a sales pitch the right way!

Sales Pitch Examples and Formats

Let’s put our theory into practice by looking at 2 of the most common sales pitch formats, as well as actionable examples to give you a head start in your own pitching efforts.

Email Outreach

Cold email outreach templates can be difficult to write initially. To help you generate some ideas for how to position your sales pitch to prospects via email, here’s a simple framework to follow (and fill in the details for yourself with each prospect conversation).

Opening: As with cold calling, be sure to personalize your opener, and tie the reason for reaching out to something relevant to them.

Pitching: Condense everything we talked about earlier into a single paragraph, using no more than one to three sentences.

Call-to-action: Ask them if they’d be interested in learning more, and suggest a quick call as the next step

Keep your email outreach punchy and straight to the point. The ideal length for a cold email pitch is roughly 50 - 125 words—and you can grab our best free cold email templates right here .

Lastly, always use a business email address like [email protected] for cold outreach and you'll get significantly better open rates than if you're sending from an email service provider like Gmail.

Social Media

Almost every buyer is now connected online and available on various social channels. Thus, it’s essential to know which social media channels your target audience spends their time on.

You can reference past sales channel performance reports or speak with marketing to find out which channels to target. Either way, keep these pointers in mind.

LinkedIn Messaging: Follow the same principles as the email outreach and keep it personal, short, and direct. Make your pitch based on the value proposition you’d like to help your prospect with in their business and have a clear ask about next steps.

Tweets: By following Twitter conversations of your target prospects, you can get an idea of the type of problems they are experiencing and you’ll have the opportunity to weigh in with an actual solution directly on a Twitter thread.

If you can solve a prospect’s challenges (or point them to a feature in your product that accomplishes what they’re looking to do), that’s a major leg up over just a cold sales pitch. Regardless, your goal with social media outreach is to start conversations, not close deals on the platform—so stay focused on providing value & guiding prospects to the next stage in your sales cycle .

What Turns a Great Sales Pitch into a Truly Perfect One?

In this guide, you’ve learned all of the fundamentals about crafting a great sales pitch that achieves real results:

• Writing a sales pitch that sells isn’t easy, but it’s possible
• Collaborating with your team on value propositions is crucial
• A 100% focus on the prospect makes your pitch really drive home
• Always have a clear ask & next step ready for your prospects 
• Follow up, follow up, follow up

That said, we’re still just beginning to scratch the surface of everything that goes into perfecting your pitching skills. To go from mechanically writing a sales pitch that resonates with your audience, to honing in on a message that consistently gets your prospects to the next step in your sales process takes time, education and repetition.

We've got a lot more to help you craft your perfect sales pitch. Download our complete sales pitch guide, which includes examples, pitch scripts, templates, and more!

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How To Make a Good Sales Pitch: 9 Tips

Crafting a good sales pitch is not easy — but it might be one of the most important things a sales rep can do.

Tiffani Bova

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Let’s be real, the sales pitch has evolved. It’s no longer just a pitch, it’s a fastball. You have about 30 seconds to hook your audience. In those 30 seconds, you have to connect, persuade and provide value to a complete stranger — it’s no easy feat.

Your potential customers today are more informed (and skeptical) than they’ve ever been. Our latest State of Sales Report shows 81% of sales reps say buyers increasingly conduct research before they reach out. Pitching with information your prospective customers already know shows apathy — and a lack of awareness. 

That’s why the work you put in before you deliver your pitch, and the follow-up once you’ve aced it, are so critical to closing the deal. We have some tips to ace the pitch — before, during, and after those critical 30 seconds. 

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Why the sales pitch is still so important

A report from research firm G2 revealed 68% of buyers don’t involve sales until they’re ready to make a purchase. That means your sales pitch is likely to be a prospect’s first interaction with your company — so make it count. It’s an opportunity to expand their understanding of your company and create a valuable exchange in the process. And of course, it’s still an opportunity for sellers to learn more about the customer’s pain points, requirements, and expectations. 

Customers may be showing up more informed, but that doesn’t mean using the pitch to educate them is no longer useful.  An effective sales pitch should be a two-way street that adds value for both parties. By showcasing your expertise and sharing information they can’t find on their own, you can validate their reasons for reaching out. 

The components of a perfect sales pitch

A common mistake new salespeople often make is launching straight into their sales pitch without asking any questions. 

A good sales pitch is more about understanding — and it starts long before your first engagement with a potential customer. Effective sales pitches require a bit of homework to understand your prospect well enough to personalize your presentation instead of sticking to a canned script. 

“Salespeople are under the impression that pitching their product is what makes deals,” said speaker and author Jill Konrath . “Anybody who is a victim of the pitch has their defense mechanisms up in full steam whenever they’re talking to somebody. They don’t trust them because they feel that they’re going to be pounced on.”

Considering this, here are nine tips to put you on the path to the perfect sales pitch.

1. Prioritize your sales pitch with data

How are you prioritizing the deals you’re chasing? A recent study shows that top-performing sales teams are 1.6 times more likely to prioritize leads based on data analysis — and half as likely to prioritize based on intuition. Data can be the guidepost in your pitch prioritization. Where it used to be enough to pursue the deals you “had a good feeling” about, you can use real data insights, like scored leads that indicate likeliness to close, to help make sure your focus is in the right place.

2. Personalize your pitch based on research 

Your product isn’t going to sell itself. According to the latest State of Sales Report , 87% of business buyers expect reps to approach sales conversations as trusted advisors. Craft a pitch that shows you understand their business and delivers information beyond what they can find on their own. Do your homework and research before your first conversation to maximize your chances of closing the deal. Conduct thorough research on their company, their industry, and competitors. During your initial contact, be sure to ask the right questions so you can tailor your message to address their specific needs and ease the deal to the next step.

Personalize your sales pitch to the company and role you’re pitching to, based on your research. Are you pitching the chief marketing officer, service vice president, chief operating officer, or the head of legal? Knowing the role of your buyer (or buyer s, more likely) will help shape how you personalize your pitch. Understanding common pain points of your buyer’s role is a great place to start. If you come in with the story that’s only from your perspective, how will the buyer see what’s in it for them? AI tools built into your CRM can help you create personalized messaging, but it’s not a replacement for the work that needs to go into building the right pitch for your customer. 

Before presenting your pitch to the buyer, conducting research will also eliminate unnecessary noise distracting them from the sale. For example, show them you care enough to understand their business with a relevant message highlighting product features that could benefit them the most.

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3. get access to the actual decision-makers.

All the research and customer information in the world won’t help your pitch if you aren’t in touch with the actual decision-makers who can approve the purchase. This point poses a growing challenge, as research from Gartner shows the six to 10 people are involved in B2B purchase decisions. 

Essentially, you have three roles to consider: those who will assess the logistics, those who will implement the solution and those who will have final approval. Before the actual sales pitch, ensure that you’re talking to the person who not only truly understands the business, but is also a decision-maker. This is easier said than done. Oftentimes, getting access to the actual decision-maker in a deal is a primary hurdle that salespeople face, and requires building trust with a more value-based relationship over time. 

4. Paint the picture for your buyer

Being a storyteller is a skill not often discussed on sales teams, but it can be the secret that sets a good sales pitch apart from the best sales pitch. Tell the story of where they are now and the vision of where they could be. 

To borrow advice from author and storytelling expert Nancy Duarte , “The audience does not need to tune themselves to you — you need to tune your message to them. Skilled presenting requires you to understand their hearts and minds and create a message to resonate with what’s already there.” 

Inspiring change and getting buyers to think differently is a way to stand out among your competition. If you can paint the picture of how the buyer will feel with your product or service, you can show them value in a whole new light. 

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5. share your insights.

You’ve done your homework and listened to what the buyer has to say — now it’s time to share the solution to their problem. You can do this by adding value at each touchpoint. Give them more than they can find on their own online or otherwise — for example, share insights, customer testimonials, or case study results from other customers to help them see the value in your solution.

Again, this is a good case for data. Showcasing data points like customer satisfaction, overall engagement with your product, or positive responses are all ways to reinforce trust with your buyer. After all, proof is in the pudding, right?

6. Stay on message 

It’s no easy feat to get in front of a potential customer, so don’t waste their time or yours with a long-winded, boring sales pitch that isn’t relevant to the unique problems your potential customer faces.

Keep the pitch on-message by being clear, and you’ll keep your buyer’s attention. Review it until it’s as concise as possible without losing the intent. For instance, remove unnecessary buzzwords, like “synergy” and “best practice” — you won’t need these if you know your customer’s needs. And, whenever you get stuck, always go back to your brand’s values. 

7. Fearlessly overcome common sales objections

As you’re perfecting your sales pitch, be sure to include thorough research that solves their problem, and addresses potential objections that may arise.

The most common sales objections fall into four buckets: budget, authority, need, and time (also known as BANT ). You may not need to have a detailed response to all of these, but be prepared to discuss each. The key here is to show you understand their concern, and offer possible ways to overcome those hurdles, together.

For instance, if a competing product is brought up during your pitch, highlight the features that differentiate your product, connecting it back to them. Or, if they don’t have budget secured, turn the conversation towards investing back into their team, and how much money your product can save them in the future.

Over time, you’ll hone your objection-response based on the feedback you receive in sales meetings. In the meantime, leverage customer and product research and use that knowledge in handling objections without fear.

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8. Listen to understand, not just to reply

According to the latest State of Sales Report , sellers say active listening is one of their top tactics to build good relationships with prospects. Listen to the tone, speed, and volume of their voices to give clues about how they’re feeling. Use “tell me about” statements to prompt them to share their experiences.

If you’re on a script, don’t be overzealous or overconfident — instead, go into the pitch with an open mind and let the buyer do most of the talking. If you can’t narrow down your buyer’s pain points, you won’t be able to figure out the best way to help them.

Periodically check in with the buyer during your pitch, taking the time to hear their views and respond with thoughtful follow-up questions. This is a critical step to really understanding their business needs and ultimately closing the deal. If you’re responding by asking the right questions, you can adjust your pitch to sound more attractive to the buyer. If you have your ears open, it will feel less like a business presentation and more like a healthy conversation about their business needs.

9. Outline options for next steps

While listening to your buyer is critical, don’t just pack up after your pitch. Be ready to share what’s next for the customer. Every sales pitch should end with a call to action. Even if the customer isn’t ready to complete the sale, be sure to keep the prospect on the journey and move forward with a follow-up meeting or next steps.

Pro tip: Never wait for the customer to make the call to action. Failing to be proactive could result in the meeting or relationship ending before you have a chance to continue the conversation and seal the deal.

The perfect sales pitch does exist 

With these tips, you’re ready for the perfect sales pitch. Be confident because you’ve put real thought and effort into your pitch; you know your product, you know your buyer, you’re listening to their needs, you’re solving the real problem, and you’re ready for any objection. Game on!

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Tiffani is the Global Customer Growth and Innovation Evangelist at Salesforce. Over the past two decades, she has led large revenue-producing divisions at businesses ranging from start-ups to the Fortune 500. She spent ten years at Gartner, the world’s leading IT research and advisory firm as a distinguished analyst and research fellow. In her first book, Growth IQ, she outlines the 10 paths to growth that every company needs to understand in order to grow with confidence.

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Sales Pitch Presentation Cheatsheet: 6 Master Tips

A sales pitch presentation is to a salesperson as peanut butter is to a PB & J sandwich. That is to say, it’s not the whole job, but it’s certainly one of the most vital elements to successfully accomplishing the job. 

It’s important to focus on training and coaching your team on every part of the sales process, but the sales pitch presentation is one of the most vital things to nail. The last thing you want your team to do is spend time prospecting and nurturing incredible opportunities… only to trip at the finish line and fail to win the deal . 

This post will walk you through my five top tips for creating a sales pitch presentation that will “wow” your dream clients. 

What is a Sales Pitch Presentation? 

Before we dive into the details, let’s start with the basics—what is a sales pitch presentation? Your pitch presentation is your opportunity to explain how your business can solve a problem for the customer.  

You can approach a sales pitch presentation in several ways: 

• Pitch for a First Meeting: Every salesperson needs a pitch for a first meeting. The best way to make this pitch is to trade value for your client’s time. If the client suspects you are going to waste their time, they will refuse the pitch. You can secure a meeting if you sound like someone who can help them.
• Product Pitch: Product pitches work well in B2C sales, where the salesperson can walk through the product features and benefits. One of the reasons salespeople who sell SaaS struggle with demos is that the product pitch isn’t very compelling. Like a lot of things, sharing more than necessary is boring and redundant. 
• Elevator Pitch: Your elevator pitch needs to be tight and used sparingly. Often, when I hear someone’s elevator pitch, I’m left wondering how many floors they think they’ll be on this elevator babbling on for. You are better off with Mike Weinberg’s approach by saying, “People call us when they have this problem or need.”

When looking at first meeting pitches or product pitches, the average length of a sales pitch presentation is about ninety minutes . Most smart salespeople aim to finish their presentation within the first forty-five minutes, leaving the last half of the meeting for questions and conversations with the stakeholders who will be making the buying decision. 

Though I’ll give some tips for laying out the perfect pitch presentation, it’s important to remember the benefits of switching up your sales pitch . 

The legacy approach to sales extends to the sales pitch by starting with “why us,” believing they are differentiating their company in the same way every other salesperson tried to differentiate their company. You are better off starting with the reason your prospective client needs to change. By starting with “why change,” what follows will be in context and feel natural. Following “why change” with the future state the client needs prove you understand the outcome your prospective client needs. 

If you are paying attention, the beginning of every pitch is all about the client, their problems and challenges , and the better results they need. If you want credibility, it’s better to prove you know your client and their need. Only then do you share your product, service, or solution, as it is how to move your prospective client from the current state to the future state they need. 

You save the “why us” for the end of the presentation as a way to share the resources and expertise you bring to the engagement. 

1. Start with the Problem

The first step to creating your sales pitch presentation is to start with the client’s problem . You’ll need to begin here by doing your research upfront. 

Every salesperson should know what kind of problems their prospects are facing . Unless you have only been in your role for three days, you have seen your clients' problems and challenges and what they need to do to improve their results. 

You use discovery to help your clients understand why they have the challenges they are facing. We sometimes make too much of identifying a problem. What you are looking for are the root causes that your client will need to address to be able to improve their results. 

Remember, a client that is engaged in a conversation about their current state and the better future results will have given you everything you need to know where they need help. However, you may still have to help them prioritize the initiative that will allow them to produce their desired outcomes. 

One way to ensure you’re pitching towards solving the problem or challenge is to ask the client what their future state needs to look like to succeed. That context allows you to tie what you sell to the future state. 

The best way to understand this was a phrase coined by Harvard Business School professor Theodore Levitt, who said, “ People don’t buy drills. They buy quarter-inch holes . If they could have the hole without the drill, they wouldn’t buy the drill.” 

B2B salespeople do better when they focus on the outcomes instead of their product or service. 

2. Focus on Trading Value 

My next tip for crafting the perfect sales pitch presentation is to be more than a salesperson. You should be a trusted advisor for your customers. 

It’s important to recognize that decision-makers endeavor to make good decisions but don’t always have the experience they need to make the best decision without help. Enter: You. 

If you want to be viewed as an advisor, don’t talk about your company early in the conversation—instead, focus your pitch presentation on the outcomes you can provide to the customer. 

RELATED: The Importance of Trading Value in Every Sales Interaction

The first way you create value for your clients in a sales pitch is to prove that you understand the nature of their undesirable situation and what their future needs to be like. You don’t want to start with facts about your company because you are choosing not to address the real reason your contacts are sitting in a room with you. 

The more your pitch is about your client and their needs, the more they are going to find it compelling. You want your audience to feel you know them. You want them to leave in instead of leaning back. 

Remember: You’re pitching a result, not your product or service.

3. Be Clear and Concise 

Don’t be fooled by the word “presentation” — your sales pitch presentation should not be long or too short. You’re aiming for just right. 

I once watched a salesperson deliver ninety-six slides in ninety minutes . All the slides were “why us” slides. With five minutes left, he asked the four contacts if they had any questions, and the senior leader said, “Yes. We had a lot of questions, but I am afraid we are out of time.” 

As I said earlier in the post, the average pitch presentation is about ninety minutes. But that doesn’t mean you have ninety minutes to present . The worst possible thing you can do is to use the full ninety minutes to present, eliminating the opportunity to answer questions and resolve concerns. 

Your presentation should also be clear. Remember, a confused mind will always say no. Address each subject once. The salesperson that plowed through ninety-six slides was repeating the same things over and over again. That’s not the best practice. Once you have covered a topic, move on. Use the number of slides you need and as few as possible. 

Pro-Tip: Create a slide deck driven by hyperlinks. This gives you a menu of topics you can click on to address any additional questions. This way, if something comes up, it takes two clicks to bring up a slide, regardless of where you are in the presentation. 

It would help if you always run through your presentation with people on your team. If they are confused by something you say, you can make changes. 

4. Paint a Picture of Success 

Next, ensure your presentation paints a picture of success for your customer. This goes back to the concept of pitching a result, not your product or service.

Use your pitch to describe what the customer’s life, job, or results could look like if they successfully implemented your solution. You follow your sales pitch's “why change” segment with the future state because your contacts are pursuing that state. You provide them with a vision of their future, where things are working the way they need them to. 

In a recent presentation, I used words to describe the better results the client needed, and under each section, I included a testimonial from an existing client , each of which was based on their challenges. Each testimonial provided its metrics, making it more compelling. 

Your pitch should be able to be summarized in one sentence about what your customer can achieve with your solution.

5. Prepare for Objections and Concerns 

No matter how well you present your sales pitch, you are almost certain to be greeted with objections and concerns. The salesperson who doesn’t leave room for conversation is making a major mistake. 

You need to hear and address any objections or concerns. If you need to provide more information or need to do something to address any concerns, you want to negotiate that while you are still in the room with your contacts. 

The best way to handle objections and concerns is to come armed with a strong sales script. The first time you say anything should not be while you are presenting to your prospect. You want to have good language choices for every objection, concern, or challenge. Sales scripts ensure you have the right language on the tip of your tongue at all times. 

6. Read the Room

Preparing a pitch is important, but don’t get so wrapped up in your delivery that you forget to pay attention to your prospect. If you notice your audience is ready to move on, move forward. They may not need more than they have already seen. 

Monitoring the room while delivering your presentation can be challenging, but it’s vital . Don’t believe that a person that is saying nothing doesn’t have an opinion. Looking at the faces of the contacts often reveals how they feel about what you are saying. If someone looks like they disagree, you are better off asking what would have to change than leaving the person with concerns that would cause them to vote against you. 

Following a script is important for guiding the conversation, but that doesn’t mean your pitch should be delivered robotically . You should be prepared to deviate based on your prospects interest and attention level. 

You also need to know when to let the sale go. Sometimes your prospect may not be in the headspace to hear you. 

Every sales rep needs to learn when not to deliver their pitch . This lesson is especially important when you walk into a room to find stakeholders who were never part of the conversation. You are better off asking to catch them up than providing a pitch that isn’t going to make sense to the new contacts as they lack the context. One way to do this is to ask your main contacts if they can catch them up, removing you as a target. 

Improving Close Rates: Beyond The Sales Pitch Presentation 

You can use these five master tips to take your sales pitch presentation to the next level, but to really move the needle for your sales team, you need more than just a great sales pitch.

The trick to mastering sales is always to h ave the language you need to move the conversation—and the sale—forward. My Talk Tracks offer you the perfect sales language for any call, giving you the confidence and vocabulary your team needs to close more deals. 

You can start by checking out my free resource, the Sales Call Planner . This eBook gives you the framework to execute your best sales calls and easily win over your dream clients. 

Written and edited by human brains and human hands.

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Sales pitch presentation: A comprehensive guide

Learn to identify your target audience, develop a compelling value proposition, and deliver a confident and engaging presentation.

Raja Bothra

Building presentations

Welcome to the world of sales pitch presentations!

Whether you're a seasoned sales professional or just starting your journey in the world of sales, understanding the art of delivering a compelling sales pitch presentation is crucial.

In this comprehensive guide, we'll delve into the intricacies of crafting an effective sales pitch that leaves a lasting impression.

What is a sales pitch and why is it important?

A sales pitch is a persuasive communication tool used by sales professionals to showcase their product or service to potential customers. It's a carefully crafted message designed to capture the prospect's attention, address their needs, and ultimately persuade them to take action, whether it's making a purchase, scheduling a demo, or signing up for a free trial.

Sales pitches are important because they can help you to:

• Generate leads and interest in your product or service
• Qualify leads and identify potential customers
• Position your company and its offerings against the competition
• Demonstrate the value of your product or service to the customer
• Close more deals

A well-crafted sales pitch can be the difference between making a sale and losing a potential customer. It is important to tailor your sales pitch to your specific audience and to focus on the benefits that your product or service can provide to them. It involves using visual aids, such as slides, to complement your verbal pitch. Now, let's explore why mastering the art of the sales pitch is crucial.

Benefits of sales pitch presentations

Sales pitch presentations offer a multitude of advantages that can significantly enhance your sales strategy. Let's explore these benefits in greater detail:

Educating and informing potential customers: One of the primary benefits of a well-structured sales pitch presentation is its capacity to educate and inform potential customers. Through a meticulously crafted presentation, you can provide your audience with a clear and concise overview of your product or service, emphasizing its benefits and demonstrating how it can effectively address their specific needs and challenges.

Building rapport and trust: In the world of sales, building rapport and trust with potential customers is paramount. When you deliver a professional and informative presentation, you not only convey your product or service's value but also showcase your knowledge and passion for what you offer. This demonstration of expertise goes a long way in establishing a connection and trust with your audience, essential elements for successful deal closure.

Overcoming objections: Sales pitch presentations serve as an excellent tool for addressing and overcoming common objections raised by potential customers. By anticipating their questions and concerns, you can proactively provide answers and solutions during the presentation. This proactive approach helps potential customers feel more comfortable and confident in moving forward with a purchase, knowing that their objections have been acknowledged and resolved.

Closing deals: Ultimately, the primary goal of any sales pitch is to close deals successfully. A persuasive sales pitch presentation can serve as the final push that potential customers need to make a buying decision. By effectively highlighting the benefits of your product or service and demonstrating how it aligns with their goals and needs, you significantly increase your chances of closing the deal.

Increasing brand awareness: Beyond the immediate sales impact, sales pitch presentations also play a crucial role in increasing brand awareness. Each presentation offers an opportunity to showcase your brand's identity, values, and unique offerings. Over time, consistently delivering compelling presentations can contribute to a stronger brand presence in the minds of potential customers.

Generating leads: Sales presentations can be a powerful lead generation tool. Engaging with potential customers through presentations allows you to identify individuals who are genuinely interested in your product or service. These engaged prospects can be nurtured as leads, paving the way for potential future conversions.

Positioning you as an expert: A well-delivered presentation not only educates potential customers but also positions you as an expert in your field. By confidently and knowledgeably presenting your product or service, you not only showcase your expertise but also build credibility with your audience. This credibility can sway potential customers in your favor and reinforce their trust in your offerings.

In conclusion, sales pitch presentations are a valuable asset in the realm of sales. They serve as a dynamic means to educate and inform potential customers, build rapport and trust, overcome objections, and ultimately close deals. Moreover, they contribute to increasing brand awareness, generating leads, and positioning you as an industry expert.

Now that we understand the importance of sales pitch presentations, let's dive deeper into this topic.

Types of sales pitch

Sales pitches come in various forms, each tailored to specific situations and objectives. Here are some common types of sales pitches:

• Elevator pitch : This is a brief, persuasive speech designed to spark interest in your product or service within the span of an elevator ride, typically lasting 30 seconds to two minutes.
• Product pitch : This type of pitch focuses on highlighting the unique features and benefits of a specific product. It's often used during product launches or when introducing a new offering.
• Email pitch : In the digital age, email pitches have become essential. Crafting an effective email pitch involves concise writing and a compelling subject line.
• Follow-up pitch : After an initial contact or presentation, a follow-up pitch is used to reiterate key points and address any concerns or objections raised by the prospect.
• Sales call pitch : During a phone or in-person sales call, you need to adapt your pitch to the specific needs and preferences of the prospect.
• Killer sales pitch : This term is often used to describe an exceptionally persuasive and effective sales pitch that closes deals successfully.

Now that we've explored the types of sales pitches, it's essential to measure the effectiveness of your efforts.

KPIs and metrics to add in sales pitch presentation

Evaluating the success of your sales pitch presentations requires tracking key performance indicators (KPIs) and metrics. These metrics provide insights into how well your pitches are resonating with your audience and where improvements can be made. Some crucial KPIs and metrics to consider include:

• Conversion rate : The percentage of prospects who take the desired action, such as making a purchase, after viewing your pitch.
• Engagement metrics : This includes metrics like time spent on each slide, click-through rates on embedded links, and the number of questions or interactions during the presentation.
• Close rate : The percentage of prospects who ultimately become customers after your pitch.
• Audience feedback : Gathering feedback from your audience, whether through surveys or direct communication, can provide valuable insights.
• Retention rate : Tracking how many customers continue to engage with your product or service after the initial sale.
• ROI (return on investment) : Calculating the return on investment for your sales pitch presentations, including the cost of creating and delivering them.

Understanding these metrics allows you to fine-tune your sales pitch presentations for maximum impact. Speaking of impact, let's explore how to structure a compelling sales pitch presentation.

How to structure a sales pitch presentation

A well-structured sales pitch presentation can make all the difference in persuading your audience. Here's a step-by-step guide to creating an effective structure:

1. Start with a strong opening: Your presentation should begin with a captivating hook that grabs your audience's attention. Consider sharing a relevant story, a surprising fact, or a compelling quote. As once said, "The opening of your presentation sets the tone for the entire pitch."

2. Define the problem: Clearly articulate the problem or pain point that your product or service addresses. Use relatable examples to help your audience understand the issue at hand.

3. Introduce your solution: This is where your sales pitch takes center stage. Highlight how your product or service effectively solves the problem you've identified. Utilize sales presentation techniques to present your solution convincingly.

4. Showcase benefits and features: Emphasize the key benefits and features of your product or service. Use slides to visually illustrate these points, making it easier for your audience to grasp.

5. Provide social proof: Incorporate testimonials, case studies, or success stories to demonstrate that others have found value in your offering. This builds trust and credibility.

6. Address objections: Anticipate and address common objections or concerns your prospects might have. This shows that you've thought through potential challenges.

7. Call to action (CTA): End your presentation with a clear and compelling call to action. Whether it's signing up for a free trial, scheduling a demo, or making a purchase, guide your audience on the next steps to take.

8. Engage in Q&A: Allow time for questions and discussion. Being responsive to your audience's inquiries can help overcome any remaining doubts.

Do's and don'ts of a sales pitch presentation

Before we conclude, let's go over some essential do's and don'ts when creating and delivering a sales pitch presentation:

• Practice : Rehearse your pitch to ensure you're confident and well-prepared.
• Tailor your pitch : Customize your presentation to the specific needs and interests of your audience.
• Use visuals : Incorporate compelling visuals and slide design to enhance your message.
• Listen actively : Pay attention to your prospect's feedback and respond thoughtfully.
• Follow up : Don't forget to follow up after the presentation to nurture leads.

Don'ts:

• Overload with information : Keep your presentation concise and avoid overwhelming your audience with too much detail.
• Neglect storytelling : Stories can be powerful. Don't neglect the storytelling aspect of your pitch.
• Be pushy : Avoid being overly aggressive or pushy; instead, focus on building a relationship.
• Ignore objections : Address objections professionally and provide solutions.
• Lose confidence : Confidence is key. Stay composed even if faced with challenging questions.

Summarizing key takeaways

• Understanding sales pitch importance: Sales pitches are persuasive tools used by sales professionals to capture prospects' attention, address their needs, and drive action. They are essential for lead generation, lead qualification, and closing deals.
• Benefits of sales pitch presentations: Effective sales pitch presentations educate potential customers, build trust, overcome objections, close deals, increase brand awareness, generate leads, and position you as an industry expert.
• Types of sales pitches: Various types of sales pitches, such as elevator pitches, product pitches, email pitches, follow-up pitches, sales call pitches, and killer sales pitches, cater to specific situations and goals.
• KPIs and metrics: Measuring the success of sales pitch presentations involves tracking KPIs like conversion rate, engagement metrics, close rate, audience feedback, retention rate, and ROI.
• Structuring a sales pitch presentation: A well-structured presentation should start with a compelling opening, define the problem, introduce the solution, showcase benefits and features, provide social proof, address objections, include a clear call to action, and allow for a Q&A session.
• Do's and don'ts: Do practice and tailor your pitch, use visuals, listen actively, and follow up. Don't overload with information, neglect storytelling, be pushy, ignore objections, or lose confidence during the presentation.

1. What is a sales pitch presentation?

A sales pitch presentation, often referred to as a "pitch deck" or "sales deck," is a visual and persuasive tool used by sales teams to convey key information and compelling messages to potential clients or investors. It typically includes slides that outline the value proposition, product or service details, sales process, and the benefits of choosing your offering.

2. Why is it important to have a sales pitch presentation?

Having a well-crafted sales pitch presentation is crucial because it helps your sales team effectively communicate the value of your product or service to potential customers. It can make your sales pitch slide deck more compelling and increase your chances of closing deals.

3. What should I include in my sales pitch presentation?

To create a successful sales pitch presentation, you should incorporate elements such as a concise sales pitch, sales pitch examples, and a presentation outline. Highlight the unique selling points and benefits, and make sure your sales presentation addresses the specific needs of your audience.

4. Do I need a template for my sales pitch presentation?

Using a sales pitch deck template (example: presentation template, pitch template, sales presentation template) can be a great starting point. It provides a structured framework for your presentation and ensures consistency in your messaging. However, it's essential to customize the template to match your unique sales story and presentation style.

5. How can I make my sales pitch presentation stand out?

To create a winning sales pitch presentation, consider adding engaging visuals, storytelling elements, and effective sales presentation tips. Tailor your pitch to your audience's needs and make sure your sales pitch sparks interest and curiosity.

6. What role does the sales team play in creating a sales pitch presentation?

Your sales team should be actively involved in crafting the content for your best sales pitch presentation. They possess valuable insights into customer pain points, objections, and what makes a great sales pitch. Collaboration between your sales reps and marketing or design teams can result in a more effective presentation.

7. How can sales pitch presentations help sales enablement?

Sales pitch presentations are a valuable resource for sales enablement. They provide sales reps with the tools and information they need to deliver successful sales pitches consistently. These presentations become part of the sales cycle, helping sales teams close deals and nurture leads effectively.

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With Prezent, you can revolutionize your sales pitch presentations and make a lasting impact.

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7 Amazing Sales Presentation Examples (And How to Make Them Your Own)

7 Types of Slides to Include In Your Sales Presentation

Inside the mind of your prospect: change is hard, before-after-bridge: the only formula you need to create a persuasive sales presentation, facebook — how smiles and simplicity make you more memorable, contently — how to build a strong bridge, brick by brick, yesware — how to go above and beyond with your benefits, uber — how to cater your content for readers quick to scan, dealtap — how to use leading questions to your advantage, zuora — how to win over your prospects by feeding them dots, linkedin sales navigator — how to create excitement with color, how to make a sales pitch in 4 straightforward steps, 7 embarrassing pitfalls to avoid in your presentation, over to you.

A brilliant sales presentation has a number of things going for it.

Being product-centered isn’t one of them. Or simply focusing on your sales pitch won’t do the trick.

So what can you do to make your offer compelling?

From different types of slides to persuasive techniques and visuals, we’ve got you covered.

Below, we look at data-backed strategies, examples, and easy steps to build your own sales presentations in minutes.

• Title slide: Company name, topic, tagline
• The “Before” picture: No more than three slides with relevant statistics and graphics.
• The “After” picture: How life looks with your product. Use happy faces.
• Company introduction: Who you are and what you do (as it applies to them).
• The “Bridge” slide: Short outcome statements with icons in circles.
• Social proof slides: Customer logos with the mission statement on one slide. Pull quote on another.
• “We’re here for you” slide: Include a call-to-action and contact information.

Many sales presentations fall flat because they ignore this universal psychological bias: People overvalue the benefits of what they have over what they’re missing.

Harvard Business School professor John T. Gourville calls this the “ 9x Effect .” Left unchecked, it can be disastrous for your business.

According to Gourville, “It’s not enough for a new product simply to be better. Unless the gains far outweigh the losses, customers will not adopt it.”

The good news: You can influence how prospects perceive these gains and losses. One of the best ways to prove value is to contrast life before and after your product.

Luckily, there’s a three-step formula for that.

• Before → Here’s your world…
• After → Imagine what it would be like if…
• Bridge → Here’s how to get there.

Start with a vivid description of the pain, present an enviable world where that problem doesn’t exist, then explain how to get there using your tool.

It’s super simple, and it works for cold emails , drip campaigns , and sales discovery decks. Basically anywhere you need to get people excited about what you have to say.

In fact, a lot of companies are already using this formula to great success. The methods used in the sales presentation examples below will help you do the same.

We’re all drawn to happiness. A study at Harvard tells us that emotion is contagious .

You’ll notice that the “Before” (pre-Digital Age) pictures in Facebook’s slides all display neutral faces. But the cover slide that introduces Facebook and the “After” slides have smiling faces on them.

This is important. The placement of those graphics is an intentional persuasion technique.

Studies by psychologists show that we register smiles faster than any other expression. All it takes is 500 milliseconds (1/20th of a second). And when participants in a study were asked to recall expressions, they consistently remembered happy faces over neutral ones.

What to do about it : Add a happy stock photo to your intro and “After” slides, and keep people in “Before” slides to neutral expressions.

Here are some further techniques used during the sales presentation:

Tactic #1: Use Simple Graphics

Use simple graphics to convey meaning without text.

Example: Slide 2 is a picture of a consumer’s hand holding an iPhone — something we can all relate to.

Why It Works: Pictures are more effective than words — it’s called  Picture Superiority . In presentations, pictures help you create connections with your audience. Instead of spoon-feeding them everything word for word, you let them interpret. This builds trust.

Tactic #2: Use Icons

Use icons to show statistics you’re comparing instead of listing them out.

Example: Slide 18 uses people icons to emphasize how small 38 out of 100 people is compared to 89 out of 100.

Why It Works:  We process visuals 60,000 times faster than text.

Tactic #3: Include Statistics

Include statistics that tie real success to the benefits you mention.

Example: “71% lift driving visits to retailer title pages” (Slide 26).

Why It Works:  Precise details prove that you are telling the truth.

Just like how you can’t drive from Marin County to San Francisco without the Golden Gate, you can’t connect a “Before” to an “After” without a bridge.

Add the mission statement of your company — something Contently does from Slide 1 of their deck. Having a logo-filled Customers slide isn’t unusual for sales presentations, but Contently goes one step further by showing you exactly what they do for these companies.

They then drive home the Before-After-Bridge Formula further with case studies:

Before : Customer’s needs when they came on

After: What your company accomplished for them

Bridge : How they got there (specific actions and outcomes)

Here are some other tactics we pulled from the sales presentation:

Tactic #1: Use Graphics/Diagrams

Use graphics, Venn diagrams, and/or equations to drive home your “Before” picture.

Why It Works:  According to a Cornell study , graphs and equations have persuasive power. They “signal a scientific basis for claims, which grants them greater credibility.”

Tactic #2: Keep Slides That Have Bullets to a Minimum

Keep slides that have bullets to a minimum. No more than one in every five slides.

Why It Works:  According to an experiment by the International Journal of Business Communication , “Subjects exposed to a graphic representation paid significantly more attention to , agreed more with, and better recalled the strategy than did subjects who saw a (textually identical) bulleted list.”

Tactic #3: Use Visual Examples

Follow up your descriptions with visual examples.

Example: After stating “15000+ vetted, ready to work journalists searchable by location, topical experience, and social media influence” on Slide 8, Contently shows what this looks like firsthand on slides 9 and 10.

Why It Works:  The same reason why prospects clamor for demos and car buyers ask for test drives. You’re never truly convinced until you see something for yourself.

Which is more effective for you?

This statement — “On average, Yesware customers save ten hours per week” — or this image:

The graphic shows you what that 10 hours looks like for prospects vs. customers. It also calls out a pain that the product removes: data entry.

Visuals are more effective every time. They fuel retention of a presentation from 10% to 65% .

But it’s not as easy as just including a graphic. You need to keep the design clean.

Can you feel it?

Clutter provokes anxiety and stress because it bombards our minds with excessive visual stimuli, causing our senses to work overtime on stimuli that aren’t important.

Here’s a tip from Yesware’s Graphic Designer, Ginelle DeAntonis:

“Customer logos won’t all necessarily have the same dimensions, but keep them the same size visually so that they all have the same importance. You should also disperse colors throughout, so that you don’t for example end up with a bunch of blue logos next to each other. Organize them in a way that’s easy for the eye, because in the end it’s a lot of information at once.”

Here are more tactics to inspire sales presentation ideas:

Tactic #1: Personalize Your Final Slide

Personalize your final slide with your contact information and a headline that drives emotion.

Example: Our Mid-Market Team Lead Kyle includes his phone number and email address with “We’re Here For You”

Why It Works: These small details show your audience that:

• This is about giving them the end picture, not making a sale
• The end of the presentation doesn’t mean the end of the conversation
• Questions are welcomed

Tactic #2: Pair Outcome Statements With Icons in Circles

Example: Slide 4 does this with seven different “After” outcomes.

Why It Works:  We already know why pictures work, but circles have power , too. They imply completeness, infiniteness, and harmony.

Tactic #3: Include Specific Success Metrics

Don’t just list who you work with; include specific success metrics that hit home what you’ve done for them.

Example: 35% New Business Growth for Boomtrain; 30% Higher Reply Rates for Dyn.

Why It Works:  Social proof drives action. It’s why we wait in lines at restaurants and put ourselves on waitlists for sold-out items.

People can only focus for eight seconds at a time. (Sadly, goldfish have one second on us.)

This means you need to cut to the chase fast.

Uber’s headlines in Slides 2-9 tailor the “After” picture to specific pain points. As a result, there’s no need to explicitly state a “Before.”

Slides 11-13 then continue touching on “Before” problems tangentially with customer quotes:

So instead of self-touting benefits, the brand steps aside to let consumers hear from their peers — something that sways 92% of consumers .

Leading questions may be banned from the courtroom, but they aren’t in the boardroom.

DealTap’s slides ask viewers to choose between two scenarios over and over. Each has an obvious winner:

Ever heard of the Focusing Effect?

It’s part of what makes us tick as humans and what makes this design move effective. We focus on one thing and then ignore the rest. Here, DealTap puts the magnifying glass on paperwork vs. automated transactions.

Easy choice.

Sure, DealTap’s platform might have complexities that rival paperwork, but we don’t think about that. We’re looking at the pile of work one the left and the simpler, single interface on the right.

Here are some other tactics to use in your own sales presentation:

Tactic #1: Tell a Story

Tell a story that flows from one slide to the next.

Example: Here’s the story DealTap tells from slides 4 to 8: “Transactions are complicated” → “Expectations on all sides” → “Too many disconnected tools” → “Slow and error prone process” → “However, there’s an opportunity.

Why It Works:   Storytelling in sales with a clear beginning and end (or in this case, a “Before” and “After”) trigger a trust hormone called Oxytocin.

Tactic #2: This vs. That

If it’s hard to separate out one “Before” and “After” vision with your product or service because you offer many dissimilar benefits, consider a “This vs. That” theme for each.

Why It Works:  It breaks up your points into simple decisions and sets you up to win emotional reactions from your audience with stock photos.

Remember how satisfying it was to play connect the dots? Forming a bigger picture out of disconnected circles.

That’s what you need to make your audience do.

Zuora tells a story by:

• Laying out the reality (the “Before” part of the Before-After-Bridge formula).
• Asking you a question that you want to answer (the “After”)
• Giving you hints to help you connect the dots
• Showing you the common thread (the “Bridge”)

You can achieve this by founding your sales presentation on your audience’s intuitions. Set them up with the closely-set “dots,” then let them make the connection.

Here are more tactical sales presentation ideas to steal for your own use:

Tactic #1: Use Logos and Testimonials

Use logos and  testimonial pull-quotes for your highest-profile customers to strengthen your sales presentation.

Example: Slides 21 to 23 include customer quotes from Schneider Electric, Financial Times, and Box.

Why It Works: It’s called  social proof . Prospects value other people’s opinions and trust reputable sources more than you.

Tactic #2: Include White Space

Pad your images with white space.

Example: Slide 17 includes two simple graphics on a white background to drive home an important concept.

Why It Works:  White space creates separation, balance, and attracts the audience’s eyes to the main focus: your image.

Tactic #3: Incorporate Hard Data

Incorporate hard data with a memorable background to make your data stand out.

Example: Slide 5 includes statistics with a backdrop that stands out. The number and exciting title (‘A Global Phenomenon’) are the main focuses of the slide.

Why It Works:  Vivid backdrops are proven to be memorable and help your audience take away important numbers or data.

Psychology tells us that seeing colors can set our mood .

The color red is proven to increase the pulse and heart rate. Beyond that, it’s associated with being active, aggressive, and outspoken. LinkedIn Sales Navigator uses red on slides to draw attention to main points:

You can use hues in your own slides to guide your audience’s emotions. Green gives peace; grey adds a sense of calm; blue breeds trust. See more here .

Tip: You can grab free photos from Creative Commons and then set them to black & white and add a colored filter on top using a (also free) tool like Canva . Here’s the sizing for your image:

Caveat: Check with your marketing team first to see if you have a specific color palette or brand guidelines to follow.

Here are some other takeaways from LinkedIn’s sales presentation:

Tactic #1: Include a CTA on Final Slide

Include one clear call-to-action on your final slide.

Example: Slide 9 has a “Learn More” CTA button.

Why It Works:  According to the Paradox of Choice , the more options you give, the less likely they are to act.

Step One : Ask marketing for your company’s style guide (color, logo, and font style).

Step Two: Answer these questions to outline the “Before → After → Bridge” formula for your sales pitch :

• What are your ICP’s pain points?
• What end picture resonates with them?
• How does your company come into play?

Step Three: Ask account management/marketing which customers you can mention in your slides (plus where to access any case studies for pull quotes).

Step Four:  Download photos from Creative Commons . Remember: Graphics > Text. Use Canva to edit on your own — free and fast.

What are the sales presentation strategies that work best for your industry and customers? Tweet us:  @Yesware .

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10 Sales Presentation Examples & Templates to Boost Your Sales

• April 5, 2024

Imagine unlocking the full potential of every sales opportunity that comes your way. 

This isn’t just another article; it’s the key to elevating your sales presentations from merely functional to truly compelling. 

Here, we delve deep into expert strategies that promise to not only save you from common presentation pitfalls but also significantly amplify your sales impact. 

With insights designed to captivate your audience and solidify your message , missing out on this guide could mean missing out on your next big sale. 

If you’re ready to transform your approach and see tangible results, this article is your indispensable tool. 

Let’s embark on a journey to sales excellence together.

What Are Sales Presentations?

Sales presentations are dynamic tools designed to captivate your audience , showcasing why your product or service surpasses others. These presentations serve as a strategic platform, allowing you to eloquently highlight your offering’s advantages while directly addressing the unique needs and concerns of potential clients.

With the right blend of compelling sales pitch presentations and impactful PowerPoint examples, you have the opportunity to connect deeply with your audience. 

The essence of crafting an effective sales presentation lies not just in flaunting your product but in forging a meaningful relationship with your listeners, demonstrating undeniable value, and steering towards a successful sales outcome.

Key Elements of an Effective Sales Presentation

Crafting an effective sales presentation is an art that combines strategy, storytelling, and persuasion. At its core, it’s about connecting with your audience, making a compelling case for your product or service, and guiding them towards saying yes. 

Here are the key elements you need to nail it:

• Clear Value Proposition : Start with a bang by clearly stating what sets your offering apart. This is your chance to shine and make your audience understand the unique benefits they'd get from choosing you.
• Engaging Storytelling : Wrap your facts and figures in stories that resonate. People remember stories, not just data, so weave narratives that paint a vivid picture of the problems you solve.
• Understanding Audience Needs : Tailor your presentation to address the specific challenges and pain points of your audience. Showing that you understand their needs builds trust and credibility.
• Strong Visuals : Use powerful and relevant visuals to support your message. Sales presentation PowerPoint examples or sales pitch PowerPoint examples can inspire visuals that captivate and communicate more effectively than words alone.
• Compelling Call to Action : End with a clear and persuasive call to action. Whether it's to sign up, schedule a meeting, or make a purchase, make sure your audience knows exactly what step you want them to take next.

Remember, the goal of your sales presentation isn’t just to inform; it’s to transform interest into action. By focusing on these key elements, you’ll be well on your way to creating presentations that not only engage and entertain but also convert.

General Sales Presentation Outline

​​When building your sales presentation, especially for a PowerPoint format, consider it a strategic journey that leads your audience towards making a decision. Here’s a clear-cut structure that ensures your presentation covers all the essential bases:

• Opening Slide : Begin with an impactful opening slide to capture attention. Introduce yourself and your business, setting the tone for what’s ahead.
• Audience Needs Slide : Highlight the challenges and needs of your audience. This slide is crucial for demonstrating empathy and understanding of their situation.
• Value Proposition Slide : Dedicate a slide to showcase your value proposition, clearly stating how your product or service uniquely solves the audience's problems.
• Features and Benefits Slide : Detail the features and benefits of your offering. Structure this information clearly to show how it aligns with what your audience needs.
• Success Stories/Testimonials Slide : Use success stories or testimonials to lend credibility. Real-world examples can significantly bolster your case.
• Objection Handling Slide : Prepare slides that proactively address common objections. This is your chance to alleviate concerns and build trust.
• Call to Action Slide : Conclude with a strong call to action. Make it straightforward for your audience to know what you want them to do next, whether it’s reaching out for more information or making a purchase.

This framework is your guide to crafting a PowerPoint sales presentation that not only informs and engages but also effectively persuades your audience towards taking action. Tailor each part to fit your message and audience, ensuring your presentation is both compelling and convincing.

10 Sales Presentation Examples & Templates

Navigating through the world of sales presentations can feel like a maze. With the right examples and templates, though, you’re equipped to create presentations that not only engage but also convert. 

Let’s walk through 10 scenarios where tailored sales presentation examples and templates can make all the difference.

1. Startup Pitch

A startup pitch template is your first step towards turning your vision into reality. It’s designed to succinctly convey the essence of your innovation , the vast market potential awaiting, and the unique value your startup brings to the table. 

This template not only showcases your business model and growth strategy but also weaves a compelling narrative around your vision, making investors and stakeholders see the world through your innovative lens. It’s about painting a picture of success and opportunity, backed by solid data and a clear roadmap.

Here’s a presentation outline template:

• Title Slide : Startup name, logo, and tagline.
• Vision and Mission : Briefly describe your startup's vision and mission.
• The Problem : Outline the problem your startup aims to solve.
• Your Solution : Present your product/service as the solution.
• Market Potential : Highlight the size and potential of your target market.
• Unique Value Proposition : Define what makes your startup unique.
• Business Model : Explain how your startup will make money.
• Growth Strategy : Outline your strategy for growth and market penetration.
• Competitive Analysis : Show how you stand out from competitors.
• Financial Projections : Share expected financial outcomes.
• Team : Introduce your team and their expertise.
• Closing & Call to Action : Summarize and invite investors to join your journey.

2. Product Launch

Launching a new product is an exciting journey, and with the right presentation template, you can make sure your audience feels that excitement too . A product launch template is tailored to highlight the key features of your product, the benefits it offers to customers, and the specific problems it solves. 

By using engaging visuals and clear, concise information, this template ensures that your audience understands why your product is the market’s new must-have. It’s about creating anticipation and desire, leading to that moment when everyone can’t wait to get their hands on your product.

• Title Slide : Product name and a captivating image.
• Introduction : Briefly introduce the product and its inspiration.
• The Problem : Describe the problem your product addresses.
• Product Overview : Detail the features and benefits of your product.
• How It Works : Show how the product works (demos or videos).
• Market Fit : Explain why now is the right time for your product.
• Customer Testimonials : Include early feedback or beta tester reviews.
• Pricing and Availability : Outline pricing strategy and availability.
• Marketing Strategy : Highlight how you plan to promote the product.
• Closing Slide : Recap and call to action (e.g., Pre-order now).

3. B2B Sales Proposal

In the B2B realm, a sales proposal needs to speak the language of benefits and ROI. A well-crafted B2B sales proposal template helps you lay out your solutions in a way that directly addresses your business clients’ needs. 

It allows you to present a clear case for how your product or service can solve their problems , backed by data, case studies, and testimonials. This template is about building a strong argument for your solution, showing potential clients not just why they need it, but how it will positively impact their bottom line.

• Title Slide : Proposal title and company name.
• Executive Summary : Brief overview of the proposal.
• Client Needs & Challenges : Outline the client's specific needs and challenges.
• Proposed Solution : Describe your product/service as the solution.
• Benefits & ROI : Detail the benefits and return on investment.
• Case Studies/Testimonials : Showcase success stories relevant to the client.
• Pricing Model : Present your pricing structure.
• Implementation Plan : Outline steps for solution implementation.
• Why Us? : Highlight your company’s strengths and uniqueness.
• Next Steps & Call to Action : Suggest the next steps and encourage action.

4. Service Offering Presentation

For businesses that thrive on offering unparalleled services, this template is a beacon. It’s designed to detail what you offer, how your services solve specific client problems, and why your approach is better than the competition . 

Through customer success stories and testimonials, you can showcase real-world examples of your service excellence. This template is your platform to demonstrate the tangible benefits clients receive when they choose you, making it clear why your service is the smart choice.

• Title Slide : Service name and your company logo.
• Introduction : Brief overview of your service offerings.
• Problems Solved : List the problems your services solve.
• Service Details : Break down each service, its features, and benefits.
• Customer Success Stories : Share testimonials and success stories.
• Why Choose Us? : Differentiators and competitive advantages.
• Pricing Structure : Explain your pricing model.
• Implementation & Support : Outline how services are implemented and supported.
• FAQs : Address common questions or concerns.
• Closing & Call to Action : Summarize and invite to engage your services.

5. Technology Solution Pitch

Technology can be complex, but your pitch doesn’t have to be. A technology solution pitch template is crafted to demystify your tech offerings, breaking them down into clear, digestible benefits. 

It focuses on how your technology addresses specific needs or challenges in an innovative way, making it a game-changer for your target audience. 

By simplifying complex concepts and focusing on the real-world applications and advantages of your technology, this template helps you convey the uniqueness and value of your tech solutions in a straightforward, compelling manner.

• Title Slide : Solution name and a compelling image or logo.
• Introduction : Briefly introduce the technology solution.
• The Challenge : Describe the challenge or need your technology addresses.
• The Solution : Detail your technology and how it works.
• Key Benefits : Highlight the primary benefits and features.
• Technical Specifications : Provide a brief overview of technical aspects.
• Use Cases : Share real-world applications and success stories.
• Market Analysis : Discuss market demand and potential growth.
• Competitive Advantage : Explain what sets your technology apart.
• Implementation Plan : Outline steps for adopting your technology.
• Closing & Call to Action : Recap benefits and invite to take the next step.

6. Annual Sales Plan

Crafting an annual sales plan is about setting a vision for what you want to achieve and defining the steps to get there. An annual sales plan template serves as a comprehensive guide to outline your sales objectives , strategies , and specific tactics for the upcoming year . 

It helps you establish clear targets, segment your market, allocate resources efficiently, and plan actionable initiatives to reach your goals. 

This template is essential for keeping your sales team motivated , providing a roadmap for success that is both ambitious and attainable, ensuring everyone is aligned and pushing in the same direction.

• Title Slide : Year and sales plan title.
• Executive Summary : Overview of sales goals and key strategies.
• Sales Targets : Breakdown of monthly or quarterly sales targets.
• Market Analysis : Insights into market trends and target demographics.
• Sales Strategies : Detailed strategies for achieving sales targets.
• Tactics and Actions : Step-by-step tactics for each strategy.
• Key Accounts and Territories : Focus areas and key account strategies.
• Tools and Resources : Overview of tools and resources for the sales team.
• Performance Metrics : Metrics and KPIs to measure success.
• Training and Development : Plans for team skill enhancement.
• Conclusion and Motivation : Wrap-up and motivational close to rally the team.

7. Real Estate Listing Presentation

In the competitive world of real estate, making a lasting impression with your listing presentation can make all the difference. A real estate listing presentation template is designed to showcase your properties in the best light , with stunning visuals and detailed market analysis that highlights why your listing stands out. 

It also outlines your comprehensive selling strategy, demonstrating your expertise and commitment to securing the best deal. This template is your tool to build confidence with potential sellers, showing them you have the skills and plan to sell their property quickly and for top dollar.

• Title Slide : Listing presentation title and your contact information.
• Property Overview : High-quality images and key details of the property.
• Market Analysis : Current market conditions and pricing strategy.
• Marketing Plan : How you plan to market the property.
• Selling Strategy : Your approach to negotiations and closing the sale.
• Comparative Market Analysis (CMA) : Pricing strategy based on similar listings.
• Testimonials and Success Stories : Past selling successes and client testimonials.
• Closing Plan : Steps to take from listing to closing.
• About Me/Us : Your experience and success in real estate.
• Next Steps : Encouraging sellers to take action with you.

8. Marketing and Sales Strategy

Blending creativity with strategic thinking is key to developing an effective marketing and sales strategy. A template for this purpose helps you lay out a cohesive plan that covers how you intend to reach your target audience, engage them with compelling content, and convert them into loyal customers. 

It includes identifying customer personas , planning targeted marketing campaigns, and outlining sales tactics that align with your marketing efforts. 

This template is about creating a synergistic approach that leverages both marketing and sales strengths, ensuring a seamless buying journey for the customer from awareness to purchase.

• Title Slide : Presentation title and your company logo.
• Market Overview : Analysis of the current market environment.
• Target Audience : Detailed profiles of your target customer personas.
• Marketing Goals : Key objectives for your marketing efforts.
• Sales Goals : Sales targets aligned with marketing objectives.
• Strategic Approach : How marketing and sales will work together.
• Key Initiatives : Major marketing campaigns and sales initiatives.
• Timeline and Milestones : When and how goals will be achieved.
• Measurement and KPIs : How success will be measured.
• Conclusion and Call to Action : Summarizing the strategy and next steps.

9. Financial Services Pitch

Trust and reliability are the cornerstones of any financial services pitch. A dedicated template for financial services focuses on these aspects, incorporating customer success stories and testimonials to underscore the value and security your services offer. 

It allows you to present complex financial products in an accessible manner, emphasizing how they meet the specific needs of your clients . 

This template is not just about showcasing your services; it’s about building a case for why clients can trust you with their financial well-being, highlighting your track record of success and stability in the financial landscape.

• Title Slide : Service offering and your company name.
• Company Overview : A brief introduction to your company and mission.
• Client Challenges : Common financial challenges your clients face.
• Our Solutions : How your services address those challenges.
• Product/Service Details : Detailed breakdown of offerings.
• Success Stories : Testimonials and case studies of satisfied clients.
• Trust and Security : Your commitment to client security and trust.
• Pricing and Packages : Overview of pricing structures and options.
• Why Choose Us : Your competitive advantage in the financial sector.
• Next Steps : Encouraging potential clients to take the next step.

10. Retail Product Pitch

Captivating potential retailers with your product pitch is crucial in the retail industry. A retail product pitch template is visually engaging, designed to spotlight the high quality of your products, underscore customer satisfaction, and emphasize the unique selling points that set your offerings apart from the competition. 

It’s your canvas to present market research, consumer trends, and sales data that demonstrate the product’s potential success in the retail environment. 

This template aims to entice retailers by showing them how stocking your product will not only meet but exceed the expectations of their customers, driving sales and enhancing their product lineup.

• Title Slide : Product name and a compelling image.
• Product Overview : Key features and benefits of the product.
• Unique Selling Points (USPs) : What makes the product stand out.
• Market Insights : Analysis that supports the need for your product.
• Customer Feedback : Positive feedback from early users or testers.
• Retailer Benefits : How stocking your product benefits the retailer.
• Marketing Support : Marketing initiatives to support product launch.
• Pricing and Margin Information : Competitive pricing and margin details.
• Ordering and Logistics : Information on ordering processes and logistics.
• Closing Slide : Recap and call to action for retailers to stock your product.

Embarrassing Mistakes to Avoid in Your Sales Presentation

In the heat of a sales presentation, it’s easy to get caught up in the moment and let a few errors slip through. But beware, some blunders can turn an otherwise stellar pitch into a cringe-worthy moment. 

Steering clear of these mistakes not only keeps your professionalism intact but also significantly boosts your chances of closing the deal. Let’s dive into a few common pitfalls you’ll want to avoid at all costs:

• Lack of Preparation : Walking in unprepared is the fast track to failure. Know your material inside and out.
• Ignoring Audience Needs : Tailor your pitch to address the specific challenges and interests of your audience.
• Overloading with Information : Bombarding your audience with too much data can overwhelm rather than impress.
• Skipping the Rehearsal : Practicing your delivery ensures you come across as confident and polished.
• Neglecting the Storytelling : Facts tell, but stories sell. Weave your points into a compelling narrative.
• Failing to Show Value : Make sure you clearly articulate the benefits and ROI of your solution.
• Weak Closing : A hesitant or unclear call to action can leave your audience unsure of the next steps.
• Technical Difficulties : Always have a backup plan in case of technical glitches with your PowerPoint or other presentation tools.

Remember, your sales presentation is your moment to shine. By avoiding these embarrassing mistakes, you set the stage for a successful pitch that resonates with your audience and drives home the sale.

Frequently Asked Question About Sales Presentation

When it comes to nailing your sales presentation, there are always a few questions that seem to pop up more often than not. 

Whether you’re a seasoned pro or gearing up for your first big pitch, getting these questions answered can make all the difference in delivering a presentation that not only captures attention but seals the deal. 

So, let’s dive into three questions you might still have on your mind.

How long should my sales presentation be?

The sweet spot for a sales presentation is between 20 to 30 minutes . This time frame gives you ample opportunity to cover all the essential points—like presenting a compelling sales pitch, showcasing your sales presentation examples, and explaining your product or service benefits—without losing your audience’s attention.

Remember, it’s about quality, not quantity. Focus on delivering a concise, impactful message that resonates with your audience’s needs and interests.

Can humor be incorporated into a sales presentation?

Absolutely, but tread lightly. Humor can be a fantastic tool to break the ice and build a connection with your audience, but it’s crucial to ensure it’s appropriate and won’t be misunderstood or offend anyone. 

When done right, a well-placed joke or light-hearted comment can make your presentation more memorable and engaging. Just keep it relevant to the topic and make sure it adds value to your presentation , rather than distracting from your main message.

What's the best way to handle tough questions during a sales presentation?

Handling tough questions with grace and confidence is key to maintaining credibility and control during your sales presentation. First, listen carefully to the question and take a moment to gather your thoughts before responding. 

If you don’t know the answer, it’s okay to admit it—just ensure you follow up with a commitment to find out and get back to the questioner. Always aim to turn challenging questions into opportunities to further highlight the benefits and strengths of your product or service. 

Showing that you can navigate tough questions not only demonstrates your expertise but also builds trust with your audience.

Key Takeaways on Mastering Sales Presentation

Diving into the heart of a standout sales presentation, we’ve unpacked everything from steering clear of common blunders to tackling those tricky questions with confidence. The takeaway? Preparation , clarity , and knowing your audience are your golden tickets. 

A sales presentation should be snappy—aim for that 20 to 30-minute sweet spot —and a dash of humor can work wonders, provided it’s on point and in good taste. Facing tough questions head-on showcases your expertise and builds trust.

In sum, crafting an effective sales presentation is about blending storytelling with solid facts , making a genuine connection with your audience, and leaving a lasting impression. 

So, as you prepare for your next pitch, remember these essentials. With focus and finesse, you’re all set to turn your sales presentation into a compelling narrative that not only engages but also convinces. Here’s to making your next presentation a smashing success!

Edgar Abong

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What Makes a Great Pitch

• Michael Quinn

It’s all about reading the room.

A good pitch is a balancing act that can be adjusted to the currents in the room. A recent survey of HBR readers found — at least in this community — how important it is to understand not just what you are pitching, but who you are pitching to. The reason? The more senior your audience, the less you should rely on your deck and the more you should expect your pitch to be a conversation, showing your team’s authentic passion for the challenge or problem and their resilience for solving it creatively, together.

Pitching for new business is a make-or-break moment for many teams. You want to win the pitch, and so you develop a detailed slide deck, tout your credentials, capabilities and successes (case studies), and select your strongest presenter – possibly the leader of your team or company — to do all the talking. Right? Wrong.

• MQ Michael Quinn is the founder of Minor Nobles, the NYC-based consultancy offering workshops, webinars, rehearsals and 1:1 training to help teams and leaders update their behavior to win more pitches for new business and investment. He is also a faculty instructor for the Association of National Advertisers and host of the podcast, “Own The Room,” where top executives discuss their own experiences pitching and what they wish people would do more often, or avoid altogether, in pitches to them.

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Structure of a Sales Pitch: Essentials of an Impactful Presentation

By Rahul Mishra

Reviewed by Gaurav Sharma

Last Updated: November 9, 2023

A sales pitch is a crucial part of the sales process . The sales pitch, or sales presentation, often becomes the decisive factor in whether a sale is successful or not. What adds to the difficulty is the fact that there is a short span of time to hold the attention of the listeners and make a strong impact. 

Sales presentations see a lot of variation all around. It sometimes is very simple and straightforward, and sometimes an elaborate combination of vision, mission, selling propositions, and brand statement. However, the common thread is that it is a two-way conversation between the seller, i.e., you, and the prospect or potential buyer.

The important thing to remember is that information flow should be two-way; as the prospect learns about you and your business, you should also be able to learn more about your prospects .

The format of your sales presentation could also vary – it could be textual, visual, multimedia, or any combination of these. Statistics suggest that more visual pitches get 40% more responses than standard text-based pitches. But it all boils down to how you can add value to your prospective customers’ businesses.

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Structure of a sales presentation.

To make a sales pitch effective, there are some general elements that you can look to include:

An attractive cover page/slide

A strong value proposition, an engaging story, a solution-oriented approach, a credible track record, clear next steps.

It goes without saying that the first slide of your sales pitch needs to be visually attractive. You can use images and icons from various sources on the internet (free of cost) to spice up your slide. But it is not just about the design of the slide. It is also about what information you can give as a snapshot. It is also about that instant connect or ice-breaking that happens.

Often, the problem statement can be a good way to demonstrate that you understand the prospect’s pain points and that both parties are on the same page.

While there is no defined formula, three key elements are commonly found in a value proposition statement – target group, product or service suite, and key benefits. Through this statement, you should be able to explain the key advantage of collaborating with you and your competitive advantage.

Remember to keep it simple – a longer value proposition statement is not necessarily better. For example, Airbnb’s value proposition is one sentence – “Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world.”

Stories are the most engaging manner of conducting sales presentations. The core idea is that anecdotes and stories have the potential to transform your business into something more relatable.

You can find an engaging story anywhere – from your company’s journey to common points between you and your prospects. The important thing is that stories are engaging when they are authentic.

You need to demonstrate firsthand that you understand the problem properly. These problems are often very basic and simple but are hidden behind mounds of data or variables. Once you nail the problem, you can break down your value proposition into actionable solutions.

For example, if you see that price is a problem for your prospective customer, you can explain how your product or service suite can help bring down the costs. Ensure that you quickly and succinctly explain how your value proposition can help prospective customers get the desired results.

The client will also need something to your claims’ credibility. In most cases, it is your track record. You can demonstrate through testimonials and case studies how your offerings have helped clients solve similar or same problems. This would also highlight your strong points and how you have an edge over your competitors.

If you are just starting out and you see that you do not have relevant experience to share, you can still demonstrate how your ability to benefit clients. Research data, expert quotes, and the core team’s experience can help convince clients of your ability.

The sales pitch is just the meat of the conversation – the final lap before you are able to close a successful sale is still left. You need to direct prospective customers to translate this conversation into action. This step is your call to action. You can offer discounts, trial offers, pilot projects, and other such things to help push the deal to closure.

Creating an effective sales presentation

If you compare a sales pitch to the human body, the structure of the sales pitch is like the skeleton. Making the sales pitch more effective is like adding muscles over the skeleton. You can follow these steps to make your sales pitch more effective:

Connect with your audience

• Solution first

Include use cases

Keep checking for feedback, take a lot of questions.

For any sales presentation to be successful, context with the audience is the most important. From time to time, you will have to tweak your pitch to appeal to the person in front of you. Some of the key factors that can help you set the context right include recent business announcements, product launches, mergers, and acquisitions, etc.

Solution First

Most of the prospects listening to your sales pitch will lose interest if they don’t get a glimpse of what is in it for them. While you highlight the problem statement, it is important to show that you have a solution-first approach. This will help you keep the audience hooked from the beginning.

The best way to persuade any prospect to adopt your solution is by showing how it has been applied before this. Use cases and case studies help you demonstrate salient aspects of your product or service suite that will create significant value in prospective customers’ businesses. This will help you develop trust and establish credibility.

During the presentation, you can keep checking for feedback on various aspects, just to keep checking if both parties are on the same page. You could ask questions to check if the direction is right if the solution is making sense in its current form if it fits into the team’s context etc.

Sometimes, restricting the questions to the end can be an effective tactic. But unless it is absolutely necessary otherwise, it is better to encourage prospects to ask questions at any time. Apart from clarifying doubts at that time itself, it serves a very important purpose. You can gauge a lot about the prospects’ reactions from their body language and questions. This will add a lot of value to the discussion.

DOs and DON’Ts for a killer sales presentation

Now that the skeleton and muscles are in place, it is time to put the skin on the body – the final touches. You can keep a few DOs and DONTs in mind to make your sales pitch killer.

Keeping it simple

DO: Use simple, lucid language that helps you with the flow. The idea is to communicate your pitch in an easy manner without any transmission loss. 

DON’T: Avoid overloading them with information. Using jargon and complicated words without any purpose can disconnect you from the audience.

Keeping it short

DO: Respect time by keeping the sales pitch restricted to as little time as required. You can demonstrate that you value your time and theirs, especially when you are competing for time, not just with competitors but with the prospects’ internal priorities as well.

DON’T: Avoid monologues. Brevity is key.

Anticipating objections

DO: Think ahead to what are some of the key objections that your prospective customers might have. Objections are not bad , but if not handled properly, they can become stumbling blocks.

DON’T: Do not forget to leave space for the conversation to continue towards action after the sales pitch. Your sales pitch is not the end goal, sales is.

Practicing your sales pitch

DO: Practice your sales pitch to check if the flow is correct and makes sense. It becomes very important that all the elements tie in very well.

DON’T: Avoid over-rehearsing the pitch, especially if you are giving a demo. It should not sound as if you’re reciting a rote-learned document.

Following up

DO: Ensure that you continue the conversation after the sales pitch. Your effort might go to waste if your follow-up is not proper.

DON’T: If the prospective customer says “no”, keep in touch. This will help you build a relationship over a period of time and help you stay on top of the prospective seller’s list.

A sales presentation is perhaps the most important activity that is done as a part of your sales process. Sales pitches are the first step in creating a competitive advantage. One of the critical functions that this activity can do is to create a channel for conversations – these conversations can be external or internal to the organization.

But, it will still provide a foundation for an ever-evolving sales process. You will also have to adapt it to your business – to see if it works or there are some elements that need to be changed.

To make a sales pitch, you need to first understand your audience’s pain points and how your product or service can solve them. Then, structure your pitch with an attention-grabbing opening, a clear demonstration of the benefits of your product or service, and a compelling call-to-action. Practice and refine your pitch, and always be ready to adjust it to suit the needs of different audiences.

A sales pitch that follows the right structure typically starts with an attention-grabbing opening, followed by an explanation of the customer’s problem or pain point, a demonstration of how the product or service can solve that problem, and a clear call-to-action.

Yes, there are several insurance sales pitch scripts available online that you can use as a template. Just make sure to customize the script to fit your specific product or service and target audience.

Rahul Mishra

With over a decade of experience in the SaaS industry, Rahul currently oversees the Customer Success team for the Americas region. He has been a key figure in establishing, scaling, and also crafting the strategic vision for the department. Specializing in the digitization of customer success processes, Rahul excels at creating and executing operational playbooks aimed at boosting customer retention and renewals. Under his leadership, the team has achieved significant gains in NRR and NPS, elevating overall customer advocacy. Over the past four years, Rahul has held similar high-impact roles in various organizations, consistently contributing to their success.

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10 Best Sales Presentations To Inspire Your Sales Deck [+ 5 Tips]

Published: August 17, 2022

While many salespeople focus on making their sales decks flashy, fun, and exciting, they do little to ensure that their presentations address the prospect's top concerns and offer an irresistible solution.

As a result, many presentations are met with wishy-washy responses that drag along the sales process and waste valuable time.

What does a great sales deck look like? We'll take a look at some of the best, and provide tips for creating your own stellar sales deck and presentation.

What is a sales deck?

A sales deck is a slide presentation (e.g., PowerPoint, Keynote, etc.) used to supplement a sales pitch. The sales pitch, given by a salesperson to a prospect, often includes an overview of the product or service, offers a value proposition and solution for the prospect, and includes examples of success stories from other clients.

The primary purpose of a sales deck and presentation is to introduce a solution (ie, your pitch ) that ultimately leads the prospect to purchase from your company.

If you've done everything right during the discovery process — digging deep into your prospect's challenges and understanding exactly what they need — only to get a noncommittal response, then your presentation needs some major adjusting.

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Sales Deck vs Pitch Deck

A sales deck is a pitch meant to convince a prospect to make a purchase by showcasing your product features, benefits, and value proposition.

A pitch deck , on the other hand, is usually created for investors who want to learn more about your company, vision, products, financials, and target audience. Think of the pitch deck more like a synthesized version of your business plan.

Ready to see some sales deck examples? Here are a few of the best, in no particular order.

Sales Deck Examples

• UpstartWorks
• Attention Media
• Leadgeeks.io

1. Leadnomics Sales Deck by Katya Kovalenko

Leadnomics has done something few companies successfully do in presentations: Showcase their brand identity.

The internet marketing agency hired a designer to create a sales deck that reflected their sleek, techie brand.

So while prospects learn about Leadnomics and what it offers, they can also get a peek into what it represents as a brand.

2. UpstartWorks Sales Deck by BrightCarbon

This slide deck for UpstartWorks starts with an image of the road to success, followed by a value proposition and a list of benefits buyers can enjoy from working with the company. They provide an overview of what they deliver to customers, who their clients are, and the results their customer base has seen.

The sales deck touches on all the key points a sales presentation should cover. And when it includes graphics and logos, they are clearly organized and not cluttered.

3. QS Sales Deck by BrightCarbon

QS , a platform that ranks colleges and universities, effectively uses icons and visuals throughout its sales deck to communicate its messages. At just a few slides, this is one of the shortest sales decks featured on this list.

If you’re going to make your sales deck short, make sure the information you include gets straight to the point, and be sure to front-load the most important information.

In terms of content, QS showcases its features, value proposition, and client impact.

4. Attention Media Sales Deck by Slides

Attention Media , a B2B creative agency, hired a presentation design agency to create a sales deck that features statistics and reasons businesses should work with them.

Key figures and messages are either in a bold, large, or bright font to make them stand out from the rest of the text.

While their slide deck is on the shorter side (the typical presentation is around 10 to 15 slides ), they include intriguing visuals and statistics that grab attention and keep viewers interested.

5. Freshworks Sales Deck by BrightCarbon

Freshworks is a B2B software platform that promises an all-in-one package for businesses. Its sales deck emphasizes simple text and organization. The problem and solution are introduced using graphics, which makes the text easier for readers to prioritize.

They include a dedicated slide to their mobile app, one of the product’s key differentiators and most salient benefits. The following slides provide a step-by-step walkthrough of how customers are onboarded and what they can expect on a regular basis.

Since the slides aren’t text-heavy, the salesperson can easily elaborate and answer any questions the prospect might have.

6. Soraa Sales Deck by BrightCarbon

Soraa , a lighting company, starts its sales deck with a visually appealing table of contents that contains three items: “Quality of light,” “Simply perfect light,” and “Why Soraa?”

The brand then dives into what its prospects care about most: How the light will look in their spaces and how they can apply Soraa’s offerings to their specific use case. It sprinkles in the benefits of using Soraaa as a lighting supplier. And it does this all while maintaining its strong branding.

7. Planetly Sales Deck by OCHI Design

The first thing Planetly does in its sales presentation is present an eye-catching statistic about customers wanting more eco-friendly brands. Then, they present the reasons behind that data.

The deck doesn't overwhelm prospects with too much text, opting for more graphics and visuals instead. It introduces a hard-hitting stat about the problem their prospect is facing, engages them by asking a question, and provides a solution to the issue.

The slide deck continues to outline specific product details and what sets the solution apart from others, ultimately leading to a slide that represents the expected outcome for the prospect.

8. MEOM Sales Deck by Katya Kovalenko

What you’ll first notice when scrolling through MEOM's sales deck is that it’s straightforward and easy to scan.

The brand kept it simple with their deck, making it easier for consumers to take in the information. Too often, companies overload their decks with information, and by the end of the presentation, consumers can’t remember anything.

On every slide, MEOM has one main message with supporting information in smaller font. In addition, the brand incorporates a detailed look at one of its staff members — a powerful tool when trying to attract consumers.

9. Leadgeeks.io Sales Deck by Paweł Mikołajek

Sometimes, the best way to explain a concept is through a series of process maps and timelines. In this sales deck, Leadgeeks.io takes this approach to explain its product process and onboarding process.

This method helps consumers visualize how this software will help them reach their goals and how they can adopt it at their business.

10. Accern Sales Deck by Katya Kovalenko

Similar to Leadnomics, software company Accern puts its branding at the forefront of the sales deck.

In addition to the use of design to make the sales deck stand out, Accern also highlights customer case studies in its deck, another form of social proof that shows the success other customers have found with this tool.

Each of these presentations provides a general overview of the products, problems, and solutions, and they can easily be tailored and customized to each prospective company. A custom presentation not only piques the prospect's interest but also increases the likelihood that they'll buy from you.

Curious as to how you can word your presentation during your meeting with prospects? Below, we go over the best examples we’ve seen so far.

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Example Sales Presentation

While there are plenty of videos online on how to deliver a sales presentation, there aren’t quite as many live sales presentations to watch.

That’s because sales presentations are delivered in the privacy of a meeting between the sales rep and the prospect, and are often not recorded with the intention of sharing online.

As a sales rep, though, you have an excellent resource for inspiration: explainer videos. Companies publish explainer videos to pitch their products to qualified leads. (Sound familiar?) Use the below examples to hone your own pitch to buyers, and pay close attention to the structure of each video.

This explainer video for Leadjet starts with an urgent problem: Finding leads on LinkedIn and moving them to a CRM loses valuable time and minimizes lead opportunities. Leadjet then presents its product as the solution.

The video jumps into the benefits users can enjoy, such as synchronizing conversations over both your CRM and LinkedIn, keeping the lead status updated, and adding custom details. In this video, Leadjet follows the ideal sales presentation structure: problem, solution, and benefits.

2. Node Influencer App

The Node influencer app allows small business owners to connect with influencers on social media. It starts its video with a simple question: “Looking to promote your brand with social influencers?” The presentation effectively identifies and addresses the target market before pitching the product to viewers.

This presentation is more tutorial-based, making it ideal inspiration if you’re creating a sales deck for someone who’s closer to making a decision. People most often want to see actionable demos when they’re ready to choose a provider.

This explainer video from Upsend, a former customer service software, begins with a problem: Most customers want instant responses to their queries, but customer service systems can be expensive for new companies. Enter Upsend.

The presenter addresses the target market — startups and small businesses — while assuaging their concerns about budget. In addition, it covers the most important features of the platform and the end result for the user. If Upsend were still available, this would be a product a new business would immediately want to add to their tech stack.

4. Algoplanner

Within a few seconds of the start of this presentation, Algoplanner drives home the critical urgency of adopting a supply chain software. It uses a scary number to pull your attention, citing a possible “loss of millions of dollars” if you fail to adopt the right tool.

It then introduces its product with a breakdown of what the software can do for users. Plus, it provides powerful stats to back up its claims, including that users can reduce automation development costs by 80%. The call to action at the end is powerful and simple, telling viewers to schedule a demo.

Sales Deck Presentation Tips

Ready for your presentation? Sticking to these five simple sales presentation guidelines, recommended by Marc Wayshak , will help you blow your competition away while dramatically increasing your chances of closing the sale.

1. Lead with solutions.

Have you ever met with a prospect who was excited about your product or service – and used your presentation to keep on selling? This is called over-selling, and it's the leading cause of death for sales presentations.

When you start your presentation, first lead with solutions. Don't talk about the benefits of your product's features or tell the prospect how great your company is.

Simply dive into how you're going to solve the deepest frustration your prospect is facing right now.

2. Incorporate case studies.

Once you've addressed the specific solutions you can provide to the prospect, it's time to add some color to your presentation.

Turn your sales presentation into an engaging story by sharing case studies of similar prospects and the results they've achieved with your help.

This step is important for building trust and credibility with the prospect. At the same time, case studies bring your solutions to life in the real world, making your presentation more engaging.

3. Ask for feedback throughout.

Most presentations are a one-way monologue by the salesperson. This approach is boring – and it's certainly no way to connect with a prospect.

Instead, ask short questions throughout your presentation like "Does that make sense?" or "Can you see how this would work for you?" Asking for feedback periodically ensures your prospect stays on the same page.

4. Welcome interruptions.

If you want to close more sales, you have to care about what your prospect is thinking throughout your presentation.

Any interruption is the perfect opportunity to find out. Whenever a prospect interrupts you – either with a verbal remark or subtle shift in their facial expression or posture – stop immediately.

Acknowledge the interruption, and welcome the opportunity to explore it with the prospect. Never ignore signals just to stay on a roll and conclude your point. Invite prospects to ask their questions or share their concerns.

The opportunity to respond to those concerns is always more valuable than whatever you were about to say.

5. Wrap it up quickly.

Your presentation should be ASAP: as short as possible.

It's natural for salespeople to get excited about what they have to share, but this causes most of them to ramble on for far too long.

Prospects only care about themselves and their challenges. Present the information they'll be interested in and nothing more.

Practice your next sales presentation with a colleague or friend and ask for their honest feedback on its length.

Sales Deck Template

Ready to start creating your own sales deck? Get started with these free templates .

It includes ten Powerpoint templates, each with a different focus.

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How to find a sales deck template.

Haven’t found what you’re looking for? Here are additional resources to find a sales deck.

This presentation platform allows you to pick from hundreds of templates and fully customize the template you choose. The best part? It’s free and offers premium packages for teams who want analytics, multiple users, and live video collaboration.

On this graphic design platform, you can search through countless presentation templates and customize them. Canva also offers extensive collaboration features, such as file sharing and commenting.

Get Inspired With These Sales Presentations

When delivering a sales presentation to a prospect, you can do so with the knowledge that thousands and millions of others have been in the same position as you. Luckily, we can see their work online to guide our sales deck creation process. Use these decks to structure your own, and you’ll be well on the road to closing more deals and exceeding your quota.

Editor’s Note: This post was originally published in April 2019 and has been updated for comprehensiveness.

Don't forget to share this post!

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How to Structure your Presentation, with Examples

August 3, 2018 - Dom Barnard

For many people the thought of delivering a presentation is a daunting task and brings about a  great deal of nerves . However, if you take some time to understand how effective presentations are structured and then apply this structure to your own presentation, you’ll appear much more confident and relaxed.

Here is our complete guide for structuring your presentation, with examples at the end of the article to demonstrate these points.

Why is structuring a presentation so important?

If you’ve ever sat through a great presentation, you’ll have left feeling either inspired or informed on a given topic. This isn’t because the speaker was the most knowledgeable or motivating person in the world. Instead, it’s because they know how to structure presentations – they have crafted their message in a logical and simple way that has allowed the audience can keep up with them and take away key messages.

Research has supported this, with studies showing that audiences retain structured information  40% more accurately  than unstructured information.

In fact, not only is structuring a presentation important for the benefit of the audience’s understanding, it’s also important for you as the speaker. A good structure helps you remain calm, stay on topic, and avoid any awkward silences.

What will affect your presentation structure?

Generally speaking, there is a natural flow that any decent presentation will follow which we will go into shortly. However, you should be aware that all presentation structures will be different in their own unique way and this will be due to a number of factors, including:

• Whether you need to deliver any demonstrations
• How  knowledgeable the audience  already is on the given subject
• How much interaction you want from the audience
• Any time constraints there are for your talk
• What setting you are in
• Your ability to use any kinds of visual assistance

Before choosing the presentation’s structure answer these questions first:

• What is your presentation’s aim?
• Who are the audience?
• What are the main points your audience should remember afterwards?

When reading the points below, think critically about what things may cause your presentation structure to be slightly different. You can add in certain elements and add more focus to certain moments if that works better for your speech.

What is the typical presentation structure?

This is the usual flow of a presentation, which covers all the vital sections and is a good starting point for yours. It allows your audience to easily follow along and sets out a solid structure you can add your content to.

1. Greet the audience and introduce yourself

Before you start delivering your talk, introduce yourself to the audience and clarify who you are and your relevant expertise. This does not need to be long or incredibly detailed, but will help build an immediate relationship between you and the audience. It gives you the chance to briefly clarify your expertise and why you are worth listening to. This will help establish your ethos so the audience will trust you more and think you’re credible.

Read our tips on  How to Start a Presentation Effectively

2. Introduction

In the introduction you need to explain the subject and purpose of your presentation whilst gaining the audience’s interest and confidence. It’s sometimes helpful to think of your introduction as funnel-shaped to help filter down your topic:

• Introduce your general topic
• Explain your topic area
• State the issues/challenges in this area you will be exploring
• State your presentation’s purpose – this is the basis of your presentation so ensure that you provide a statement explaining how the topic will be treated, for example, “I will argue that…” or maybe you will “compare”, “analyse”, “evaluate”, “describe” etc.
• Provide a statement of what you’re hoping the outcome of the presentation will be, for example, “I’m hoping this will be provide you with…”
• Show a preview of the organisation of your presentation

In this section also explain:

• The length of the talk.
• Signal whether you want audience interaction – some presenters prefer the audience to ask questions throughout whereas others allocate a specific section for this.
• If it applies, inform the audience whether to take notes or whether you will be providing handouts.

The way you structure your introduction can depend on the amount of time you have been given to present: a  sales pitch  may consist of a quick presentation so you may begin with your conclusion and then provide the evidence. Conversely, a speaker presenting their idea for change in the world would be better suited to start with the evidence and then conclude what this means for the audience.

Keep in mind that the main aim of the introduction is to grab the audience’s attention and connect with them.

3. The main body of your talk

The main body of your talk needs to meet the promises you made in the introduction. Depending on the nature of your presentation, clearly segment the different topics you will be discussing, and then work your way through them one at a time – it’s important for everything to be organised logically for the audience to fully understand. There are many different ways to organise your main points, such as, by priority, theme, chronologically etc.

• Main points should be addressed one by one with supporting evidence and examples.
• Before moving on to the next point you should provide a mini-summary.
• Links should be clearly stated between ideas and you must make it clear when you’re moving onto the next point.
• Allow time for people to take relevant notes and stick to the topics you have prepared beforehand rather than straying too far off topic.

When planning your presentation write a list of main points you want to make and ask yourself “What I am telling the audience? What should they understand from this?” refining your answers this way will help you produce clear messages.

4. Conclusion

In presentations the conclusion is frequently underdeveloped and lacks purpose which is a shame as it’s the best place to reinforce your messages. Typically, your presentation has a specific goal – that could be to convert a number of the audience members into customers, lead to a certain number of enquiries to make people knowledgeable on specific key points, or to motivate them towards a shared goal.

Regardless of what that goal is, be sure to summarise your main points and their implications. This clarifies the overall purpose of your talk and reinforces your reason for being there.

Follow these steps:

• Signal that it’s nearly the end of your presentation, for example, “As we wrap up/as we wind down the talk…”
• Restate the topic and purpose of your presentation – “In this speech I wanted to compare…”
• Summarise the main points, including their implications and conclusions
• Indicate what is next/a call to action/a thought-provoking takeaway
• Move on to the last section

5. Thank the audience and invite questions

Conclude your talk by thanking the audience for their time and invite them to  ask any questions  they may have. As mentioned earlier, personal circumstances will affect the structure of your presentation.

Many presenters prefer to make the Q&A session the key part of their talk and try to speed through the main body of the presentation. This is totally fine, but it is still best to focus on delivering some sort of initial presentation to set the tone and topics for discussion in the Q&A.

Other common presentation structures

The above was a description of a basic presentation, here are some more specific presentation layouts:

Demonstration

Use the demonstration structure when you have something useful to show. This is usually used when you want to show how a product works. Steve Jobs frequently used this technique in his presentations.

• Explain why the product is valuable.
• Describe why the product is necessary.
• Explain what problems it can solve for the audience.
• Demonstrate the product  to support what you’ve been saying.
• Make suggestions of other things it can do to make the audience curious.

Problem-solution

This structure is particularly useful in persuading the audience.

• Briefly frame the issue.
• Go into the issue in detail showing why it ‘s such a problem. Use logos and pathos for this – the logical and emotional appeals.
• Provide the solution and explain why this would also help the audience.
• Call to action – something you want the audience to do which is straightforward and pertinent to the solution.

Storytelling

As well as incorporating  stories in your presentation , you can organise your whole presentation as a story. There are lots of different type of story structures you can use – a popular choice is the monomyth – the hero’s journey. In a monomyth, a hero goes on a difficult journey or takes on a challenge – they move from the familiar into the unknown. After facing obstacles and ultimately succeeding the hero returns home, transformed and with newfound wisdom.

Storytelling for Business Success  webinar , where well-know storyteller Javier Bernad shares strategies for crafting compelling narratives.

Another popular choice for using a story to structure your presentation is in media ras (in the middle of thing). In this type of story you launch right into the action by providing a snippet/teaser of what’s happening and then you start explaining the events that led to that event. This is engaging because you’re starting your story at the most exciting part which will make the audience curious – they’ll want to know how you got there.

• Great storytelling: Examples from Alibaba Founder, Jack Ma

Remaining method

The remaining method structure is good for situations where you’re presenting your perspective on a controversial topic which has split people’s opinions.

• Go into the issue in detail showing why it’s such a problem – use logos and pathos.
• Rebut your opponents’ solutions  – explain why their solutions could be useful because the audience will see this as fair and will therefore think you’re trustworthy, and then explain why you think these solutions are not valid.
• After you’ve presented all the alternatives provide your solution, the remaining solution. This is very persuasive because it looks like the winning idea, especially with the audience believing that you’re fair and trustworthy.

Transitions

When delivering presentations it’s important for your words and ideas to flow so your audience can understand how everything links together and why it’s all relevant. This can be done  using speech transitions  which are words and phrases that allow you to smoothly move from one point to another so that your speech flows and your presentation is unified.

Transitions can be one word, a phrase or a full sentence – there are many different forms, here are some examples:

Moving from the introduction to the first point

Signify to the audience that you will now begin discussing the first main point:

• Now that you’re aware of the overview, let’s begin with…
• First, let’s begin with…
• I will first cover…
• My first point covers…
• To get started, let’s look at…

Shifting between similar points

Move from one point to a similar one:

• In the same way…
• Likewise…
• Equally…
• This is similar to…
• Similarly…

Internal summaries

Internal summarising consists of summarising before moving on to the next point. You must inform the audience:

• What part of the presentation you covered – “In the first part of this speech we’ve covered…”
• What the key points were – “Precisely how…”
• How this links in with the overall presentation – “So that’s the context…”
• What you’re moving on to – “Now I’d like to move on to the second part of presentation which looks at…”

Physical movement

You can move your body and your standing location when you transition to another point. The audience find it easier to follow your presentation and movement will increase their interest.

A common technique for incorporating movement into your presentation is to:

• Start your introduction by standing in the centre of the stage.
• For your first point you stand on the left side of the stage.
• You discuss your second point from the centre again.
• You stand on the right side of the stage for your third point.
• The conclusion occurs in the centre.

Key slides for your presentation

Slides are a useful tool for most presentations: they can greatly assist in the delivery of your message and help the audience follow along with what you are saying. Key slides include:

• An intro slide outlining your ideas
• A  summary slide  with core points to remember
• High quality image slides to supplement what you are saying

There are some presenters who choose not to use slides at all, though this is more of a rarity. Slides can be a powerful tool if used properly, but the problem is that many fail to do just that. Here are some golden rules to follow when using slides in a presentation:

• Don’t over fill them  – your slides are there to assist your speech, rather than be the focal point. They should have as little information as possible, to avoid distracting people from your talk.
• A picture says a thousand words  – instead of filling a slide with text, instead, focus on one or two images or diagrams to help support and explain the point you are discussing at that time.
• Make them readable  – depending on the size of your audience, some may not be able to see small text or images, so make everything large enough to fill the space.
• Don’t rush through slides  – give the audience enough time to digest each slide.

Guy Kawasaki, an entrepreneur and author, suggests that slideshows should follow a  10-20-30 rule :

• There should be a maximum of 10 slides – people rarely remember more than one concept afterwards so there’s no point overwhelming them with unnecessary information.
• The presentation should last no longer than 20 minutes as this will leave time for questions and discussion.
• The font size should be a minimum of 30pt because the audience reads faster than you talk so less information on the slides means that there is less chance of the audience being distracted.

Here are some additional resources for slide design:

• 7 design tips for effective, beautiful PowerPoint presentations
• 11 design tips for beautiful presentations
• 10 tips on how to make slides that communicate your idea

Group Presentations

Group presentations are structured in the same way as presentations with one speaker but usually require more rehearsal and practices.  Clean transitioning between speakers  is very important in producing a presentation that flows well. One way of doing this consists of:

• Briefly recap on what you covered in your section: “So that was a brief introduction on what health anxiety is and how it can affect somebody”
• Introduce the next speaker in the team and explain what they will discuss: “Now Elnaz will talk about the prevalence of health anxiety.”
• Then end by looking at the next speaker, gesturing towards them and saying their name: “Elnaz”.
• The next speaker should acknowledge this with a quick: “Thank you Joe.”

From this example you can see how the different sections of the presentations link which makes it easier for the audience to follow and remain engaged.

Example of great presentation structure and delivery

Having examples of great presentations will help inspire your own structures, here are a few such examples, each unique and inspiring in their own way.

How Google Works – by Eric Schmidt

This presentation by ex-Google CEO  Eric Schmidt  demonstrates some of the most important lessons he and his team have learnt with regards to working with some of the most talented individuals they hired. The simplistic yet cohesive style of all of the slides is something to be appreciated. They are relatively straightforward, yet add power and clarity to the narrative of the presentation.

Start with why – by Simon Sinek

Since being released in 2009, this presentation has been viewed almost four million times all around the world. The message itself is very powerful, however, it’s not an idea that hasn’t been heard before. What makes this presentation so powerful is the simple message he is getting across, and the straightforward and understandable manner in which he delivers it. Also note that he doesn’t use any slides, just a whiteboard where he creates a simple diagram of his opinion.

The Wisdom of a Third Grade Dropout – by Rick Rigsby

Here’s an example of a presentation given by a relatively unknown individual looking to inspire the next generation of graduates. Rick’s presentation is unique in many ways compared to the two above. Notably, he uses no visual prompts and includes a great deal of humour.

However, what is similar is the structure he uses. He first introduces his message that the wisest man he knew was a third-grade dropout. He then proceeds to deliver his main body of argument, and in the end, concludes with his message. This powerful speech keeps the viewer engaged throughout, through a mixture of heart-warming sentiment, powerful life advice and engaging humour.

As you can see from the examples above, and as it has been expressed throughout, a great presentation structure means analysing the core message of your presentation. Decide on a key message you want to impart the audience with, and then craft an engaging way of delivering it.

By preparing a solid structure, and  practising your talk  beforehand, you can walk into the presentation with confidence and deliver a meaningful message to an interested audience.

It’s important for a presentation to be well-structured so it can have the most impact on your audience. An unstructured presentation can be difficult to follow and even frustrating to listen to. The heart of your speech are your main points supported by evidence and your transitions should assist the movement between points and clarify how everything is linked.

Research suggests that the audience remember the first and last things you say so your introduction and conclusion are vital for reinforcing your points. Essentially, ensure you spend the time structuring your presentation and addressing all of the sections.