10 Tips for Creating a Winning B2B Sales Deck   

Ziera Soda

A B2B sales deck – a presentation that outlines your key capabilities and value proposition – can be the difference between winning and closing a deal. So, what does it take to stand out?

If you’re a sales professional, you know that a sales deck is a key tool for closing deals. There’s a lot of pressure on this deliverable, which is essentially your pitch for why your prospect should want to work with or buy from you. To stand out, it needs to resonate with your audience and be compelling enough to make them want to ask questions and learn more.

Here are our top 10 tips for creating a B2B sales deck to help you win more deals and build client relationships.

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10 Tips for Creating a B2B Sales Deck

  1. Know Your Audience
  2. Start with an Opener
  3. Focus on Value
  4. Keep it Short
  5. Use Visuals
  6. Tell a Story
  7. Address Objections and Concerns
  8. Include Proof Points 
  9. Define Next Steps
  10. Practice and Refine

#1. Know Your Audience

Before you even start creating your sales deck, you need to understand your audience.

  • Who are you selling to?
  • What are their pain points and challenges?
  • What do they need?

Knowing your audience will help you tailor your B2B sales deck so it speaks directly to their needs.

#2. Start with a Strong Opener

You get one chance to make a first impression, so make it count. Your opener should be attention-grabbing. It should communicate what your product or service does. Try to avoid jargon or buzzwords. Focus on clear and concise language that anyone can understand. Some openers include:

  • Statistics (when used the right way) 
  • Stories
  • Pain points
  • Questions
  • Statements 

The opener you choose should have a purpose and align with the rest of your presentation.

#3. Focus on Value

Your sales deck should focus on the value of your product or service, not the features. Your prospects are more interested in what your product can do for them rather than the technical specifications. Make sure you communicate how your product can help your prospects solve their problems. After, you can use the remaining presentation time to discuss features and answer questions.

#4. Keep it Short 

Your sales deck should be short and sweet. Try to keep it to no more than 10-12 slides. You don’t want to overwhelm your prospects with too much information.

Keep the language simple and to the point. Most of your information should be delivered verbally, which can help eliminate the amount of words on your slides. There should be about 20-30 words per slide. Using fewer words avoids overwhelming your audience. It also makes information more digestible.

#5. Use Visuals 

A picture is worth a thousand words, and that’s especially true in a sales deck. Use visuals to illustrate your points and break up the text. Make sure your graphics are high-quality and appealing. Visuals could include graphics, charts, graphs, images, diagrams and more. However, don’t just add in visuals for the sake of adding in visuals. Make sure they support what you are going to discuss. Including visuals can make your presentation engaging and help your audience understand the presented information. 

#6. Tell a Story

Remember, you’re talking to humans – so talk like a human. Use storytelling techniques to make your sales deck more engaging.

For example:

  • Set the scene
  • Talk about your protagonist (your prospect)
  • Present the problem they’re facing
  • Introduce your product or service as the solution
  • Show how your product or service solved the problem

Following this format will help to keep your presentation organized and meet the needs of your audience.

#7. Address Objections and Concerns

Anticipate objections and address them in your sales deck. What will the client ask? What do they need to know more about?

Always leave about 5-10 minutes for questions at the end of your presentation. This shows your prospects that you want to understand their concerns and can help them overcome their objections. Don’t be afraid to address issues head-on. This shows that you’re confident in your product or service and that you are knowledgeable about your clients.

#8. Include Proof Points

Using proof points is instrumental in establishing trust with your prospects. Incorporate customer testimonials, case studies and metrics that show your product’s ability to deliver results. These metrics encompass lead generation, conversion rates, revenue growth, website traffic and more. Emphasize data points that align with your audience’s objectives. For instance, if their goal is to boost lead generation, spotlight a client’s notable increase in leads achieved through your solution.

#9. Define the Next Steps

Your sales deck should always define the next steps. What do you want your prospects to do next? This does not need to be directly written in the presentation. However, you should vocally address next steps they need to take to move closer to a deal. Here are some next steps you may want to consider:

  • Developing a proposal 
  • Scheduling additional meeting
  • Trying a demo
  • Filling out a form 

Defining the next steps helps to keep the sales process with the prospect moving. 

#10. Practice and Refine

Finally, practice your sales deck before you deliver it. Make sure you’re comfortable with the content, pacing and delivery. Present to someone or send your feedback from colleagues and refine your sales deck based on that feedback.

We don’t always catch errors or have the same creative thoughts others have. Practicing and refining helps you to feel more confident before you present. No matter how many presentations you have given, you can always benefit from practicing and refining. 

Bonus Tip: Make it Personable to Each Prospect

Finally, tailor your sales deck to each prospect. No prospect is the same, so your sales deck shouldn’t be the same either. Do your research, and make sure your sales deck speaks directly to the needs of each prospect.

Some ways to personalize your presentation include addressing your prospects’ target audiences, unique capabilities, team culture and including their logo and brand colors. This helps your prospect feel heard and cared for within the sales process. 


Creating a B2B sales deck takes time and effort, but it’s worth it. By following these tips, you’ll be well on your way to making a sales deck that appeals to your potential customers and helps you close deals. Remember, think about your audience, keep things short and sweet, use visuals and address concerns. Don’t forget to practice and refine your sales deck better over time. Go get ’em!

Ziera Soda

As Marketing Manager, Ziera is responsible for overseeing and implementing a variety of initiatives aimed at increasing Altitude’s brand visibility and lead generation. Ziera holds a bachelor’s degree in business administration and management and dance education from Muhlenberg College and a master’s in communications from East Stroudsburg University of Pennsylvania.