Our in-house playbook on creating a winning sales deck

Remember this post?

It turns out it served as a great reminder on the crucial role a sales deck can play in closing deals. As it happens, a well-crafted sales deck isn't just a collection of slides. It provides structure, builds credibility, and equips leads with the arguments they need to move forward.

In this blog post we break down what makes a great sales deck using our own in-house playbook. 

Why your sales deck matters

Before diving into structure and best practices, it's essential to understand why a strong sales deck is a worthwhile investment.

A great sales deck:

• Projects professionalism – It reassures leads that they’re dealing with a serious company.
• Creates momentum – When used in follow-ups, it helps maintain engagement and direction.
• Provides social proof – Including client logos, testimonials, and certifications reassures prospects.
• Empowers internal champions – The person you pitch may not be the final decision-maker; a strong deck helps them advocate for your solution internally.

5 key factors of a high-converting sales deck

Now that you know why your sales deck plays a crucial role in the process, let’s take a closer look at what good looks like. 

1. A professional and engaging design

A well-designed deck makes your pitch feel polished. Investing in a strong visual identity ensures that leads take your offering seriously.

Best practices:

• Readability. Use a clean, simple layout with brand-aligned colors and fonts.
• Avoid clutter—stick to one key message per slide.
• Use high-quality visuals and icons to enhance clarity.
• Brand consistency 

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2. Clear and compelling messaging

Your deck should focus on solving the prospect's problems. You may have a few tailored towards your ICP.

3 key messaging principles:

• Start with a powerful statement about the challenge your prospect faces.
• Clearly articulate how your solution addresses that challenge.
• Use concise language—avoid jargon and overly technical explanations. 

3. Using the sales deck to build momentum

‍At folk, our sales team includes the sales deck in follow-up emails after the first call. Along with a quote and next steps. 

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Why this works:

• Keeps the conversation structured and prevents deals from stalling.
• Helps prospects understand what’s coming next.
• Ensures key details (pricing, product benefits) are in writing for reference.

4. Establishing credibility through social proof

Sales decks are an excellent tool for reassuring prospects.

3 ways to build trust:

• Feature client logos, testimonials, or case studies.
• Highlight key numbers (e.g., number of customers, user growth, retention rates).
• Mention relevant security certifications like SOC II and GDPR compliance, like we do here. 

5. Enabling decision-making

‍Many deals involve multiple stakeholders, and the person you present to may need to convince others. A strong sales deck arms them with the right arguments.

What to include:

• Key differentiators vs. competitors.
• ROI or cost-benefit analysis.
• Simple, compelling answers to common objections.

3 best practices for using a sales deck

A great sales deck is only as effective as the way it is used. Simply sending it over without context or presenting it without engagement can limit its impact. Here’s how to maximize its effectiveness:

1. Use it as a guide, not a script

Don’t just read off slides during your demo; use them to support a conversation. Ask open-ended questions to engage the prospect. Let your passion and knowledge about their pain points drive the discussion.

2. Send it as a follow-up tool 

If you send a sales deck unprompted, you risk coming across as spam. Make sure you provide it alongside quotes and next steps. This works because you’re reinforcing the key points discussed during the call. And it serves as a reference document for decision-makers who were not part of the meeting.

3. Tailor it to your audience 

Not all prospects are the same, and a one-size-fits-all sales deck may not resonate as effectively. Make sure you adjust the slides based on the prospect’s industry and priorities. Highlight relevant case studies or testimonials. Adjust the value proposition to align with the prospect’s key pain points.

Final thoughts

A well-designed sales deck makes your process more professional, keeps leads engaged, and supports internal decision-making. By following these principles and using your deck strategically, you can significantly improve your chances of closing deals. Need a collaborative space to keep an overview of your leads? Try folk today, free. 

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