sales presentation script pdf

The Ultimate Guide to Sales Scripts (With Examples)

Published: August 23, 2023

Many salespeople believe they won’t sound good if they read from a sales script . While I agree you should never read from a script when selling , a sales script can greatly improve your results by preparing you with the best questions and lines to say and ask.

Here, we'll take a closer look at what a sales script is, review the sales script creation process, and see some examples of what these guides can look like in practice.

What is a sales script?

The term 'sales script' loosely refers to any combination of predetermined strategies, talking points, questions, and conversational structures sales reps can reference when speaking to prospects.

Sales scripts shouldn't be taken as rigid, repeatable, word-for-word checklists with no room for deviation — it's better to think of them as guides and not formulas. Any successful sales conversation will take some degree of improvisation and finesse.

10 Free Sales Call Templates

Have better conversations with your sales prospects using these free templates.

• Discovery call template
• Follow-up call template
• Standard outreach template

You're all set!

Click this link to access this resource at any time.

Still, having a baseline sales script to help shape the course of a conversation can be extremely valuable when engaging with prospects. Going into a sales conversation blind — without a solid concept of the talking points you'd like to hit or an ideal trajectory of where it should go — can make you look sloppy, unprepared, or uninterested.

Let's take a closer look at how to put one of these scripts together.

How to Write a Sales Script

• Identify a product or service to focus on
• Hone in on your target audience
• Develop your benefits
• Link your benefits to pain points
• Ask questions about those pain points
• Don't talk too much
• Always close for something

1. Identify a product or service to focus on

Start by identifying the product or service you would like to ultimately sell to the prospect. You need a focal point. Bouncing from solution to solution, clumsily saying, "Well actually, this could work for you too," over and over again makes you seem unfocused and impersonal.

Stick to the offering that best suits your prospect's needs — project confidence in a product or service, and show that you understand your potential customer's circumstances.

For example

Recruiting services

2. Hone in on your target audience

Different prospects in different industries holding different positions are bound to have different needs and preferences. Though you can try to create a one-size-fits-all sales script that appeals to several kinds of prospects, you're better off tailoring your questions and points to suit specific buyer personas.

Know who you're selling to. Conduct research that covers the challenges they face in their role, their competitive landscape, the issues their company is dealing with, and other factors that can shape relevant questions and talking points. Remember, sales is a personal practice, so gather as much personal insight as you can when putting your script together.

Hiring managers at mid-size SaaS companies

3. Develop your benefits

Take the solution you selected and then think about the buyer that you are planning on talking to. What can they expect to see by leveraging it?

Selling features is less effective than selling benefits . Your sales script shouldn't cover all the neat bells and whistles that come with your product or service — it should tout the bigger-picture results that it will generate.

Does your solution increase productivity? Does it cut costs? Does it take strain off employees' day-to-day? Try to come up with at least three key benefits, and fold those into your sales script.

For Example

• Shorten the time it takes to place a new hire.
• Reduce internal time spent searching, screening, and interviewing applicants.
• Build top-caliber teams leading to the best business results.

4. Link your benefits to pain points

Why is your prospect talking to you in the first place? Clearly, they have some pressing issues they need to resolve — otherwise, they wouldn't be interested in a solution like yours at all.

You should be able to surmise some of your prospect's key pain points through the research you've conducted and the benefits you've framed in the previous steps.

List out those problems and concerns, and link them to the benefits you've identified. Every perk you can reference stems from a specific pain point your prospect is facing. Have them ready, and incorporate them into your script.

• It takes too long to place a new hire.
• It is difficult to find time for interviewing process because of everyday responsibilities.
• They lack top-caliber employees.

5. Ask questions about those pain points

The ability to ask thoughtful, probing, insightful questions is the mark of a truly exceptional salesperson. Those kinds of lines of questioning demonstrate sincere interest, show that you've done your research, and indicate that you actually believe that your solution is the best possible one to suit your prospect's needs and interests.

Take a close, thorough look at the pain points you've identified when developing your questions. Try to come up with at least one or two thoughtful questions for every challenge you've decided to reference.

If you can do that, you can frame yourself as an interested, consultative, helpful figure who's equipped to help your prospect navigate their unique problems and concerns.

• " How do you feel about the amount of time it currently takes you to fill open positions? "
• " How happy are you with the quality of candidates you are being presented with? Do you feel like you can choose from top-caliber talent? "
• " How important is it for you to decrease the amount of time you spend interviewing? "
• " How do delays with filling positions impact business operations and the bottom line? "
• " Do you feel like you have the internal resources and processes necessary to fill positions quickly and with the right quality talent? "

Using the points you came up with in steps one through five, adapt these scripts to your own product, company, and prospects.

6. Don't talk too much

If you're doing more talking than listening, you're doing it wrong. A script should leave ample time for your prospect to ask questions, share comments, and generally be heard.

Record yourself giving your pitch to a friend or colleague. When you go back and listen, if more than half the pitch is you talking, rethink your approach, edit your script, and include more moments to ask your prospect questions.

• " So, what I'm hearing from you is [repeat what you've heard from your prospect]. Is that right? "
• " What are your goals this quarter? "
• " Is this relevant to your company goals this year? "
• " What's your single biggest pain point right now? "
• " How long have you been thinking about this? "
• " Is there anything I've overlooked? "
• " What's your biggest priority at the moment? "
• " How will this solution make your life easier? "
• " What is your manager hoping to accomplish in the next year? "
• " Have I earned two more minutes of your time? "

Work a few of these questions into your script and entice your prospect to answer. It's an easy way to keep the conversation going and learn more about them.

Want more question inspiration? Check out these probing questions , this ultimate list of sales discovery questions , and this rundown of questions that identify your customer's core needs .

7. Always close for something

Sales pro Jeff Hoffman says a salesperson should have a close in mind for every interaction they initiate. It might be as simple as asking for five minutes more of your prospect's time. Or it might be asking for their business.

Hoffman explains, "Your talk track should always be about your prospect. Don't finish with ' Does that make sense?' or ' Is this something you'd be interested in?' These closing questions feel like a quiz and are more about you than them ."

He continues, "Instead, close with, ' We have clients who love being able to build software anywhere in the world. How many software engineers do you have at your company?'" This question doesn't assume your prospect followed your whole pitch. If you lost them, this type of question can gain their attention back.

But every time you send your prospect a message, make sure you have a call to action for them.

Sales Call Script Sample

So, what do these seven tips look like in action? Let's take a look.

Salesperson: " Hello, [Prospect name]. My name is Michael Halper and I help hiring managers like you reduce the time it takes to interview, hire, and onboard new talent in 50% less time than the industry average. How many new hires do you have planned for the year? "

Prospect: " Well, my department has the budget for seven new hires in 2019. "

Salesperson: " What's your biggest pain point in the hiring process right now? "

Prospect: " I've got a million other things going on, and finding qualified candidates has been a challenge. We need to get these positions filled, but I'm having a hard time making it a priority with everything else on my plate. "

Salesperson: " I hear that a lot. I'd love to set up a 10-minute call to learn more about your goals this year, and share how Recruiters International might be able to help. What about this Thursday? "

Prospect: " Um, sure. I think I've got an 11:00 open. "

I've introduced myself but also gotten straight to the meat of what I can offer to make my prospect's life better. Then, I've asked plenty of questions to get her talking. I ended by closing for another call. Simple, straightforward, and prospect-focused.

Sales Script Templates

Ready to begin creating your own script? Use these templates as a starting point.

1. Outreach Call Script

The outreach call is the deal-starter. It’s your chance to begin on the right foot with a prospect. This sales call script from HubSpot allows you to showcase that you’ve done your research, and you’ll begin warming the lead without coming across as overly pushy. It comes with two options, depending on whether the prospect wants to continue the conversation or presents an objection.

2. Gatekeeper Call Script

Gatekeepers can be anyone, from office administrators to entry-level employees who won’t be using the tool or make the final decision. Use this sales call script to get to the right contact. That way, you don’t waste time warming a lead who’s not even close to the decision makers. The script allows you to stay succinct and professional, and provides different script options depending on the outcome.

3. Discovery Sales Call Script

The discovery call is the crowning glory of a new deal. It’s your chance to uncover your prospect’s needs at length — and to further qualify them. It’s a good time to identify whether they’re a good-fit prospect and therefore worth pursuing.

This script is flexible enough for different industries and personas. You can get as granular about pain points as you’d like — or, if the prospect still seems reluctant, ask high-level questions that lead them slowly toward articulating their needs. Like all scripts, you’ll have different options depending on your prospect’s response.

4. Following Up Call Script

Following up is a must, not only to stay top-of-mind but to ensure you’re doing everything possible to lead prospects toward a pitch meeting. This script is short, sweet, and easy to customize. We also love that it includes instructions to ask why the prospect may not be interested at this time. Every call is an opportunity to further qualify prospects and refine buyer personas.

These are not the only call scripts you should incorporate into your sales process. Download the full kit here for free and get scripts for making 1:1 connections, sharing a product promotion, and more.

Sales Script Examples

1. sales call script templates.

Introduction

" Hello [prospect’s name], this is Michael Halper from Recruiters International. Have I caught you in the middle of anything? "

Value Statement

" Great. The purpose of my call is that we help hiring managers to: "

[Insert your value points here]

(Optional) Disqualify Statement

" I actually don't know if you are a good fit for what we provide so I just had a question or two. "

(pause or ask for agreement or availability) If you have a couple of minutes?

Pre-Qualifying Questions

" If I could ask you quickly: "

[Insert your questions here]

Examples of Common Problems

" Oh, OK. Well, as we talk with other hiring managers, we have noticed they often say: "

[Insert your pain points here]

" Are any of those areas you are concerned about? "

Company and Product Info

" Based on what you have shared, it might productive for us to talk in more detail. "

" As I said, I am with Recruiters International and we provide: "

[Insert some brief details about product, service, and/or company]

" But since I have called you out of the blue, I do not want to take any more of your time to talk right now. "

" You have asked some good questions and there is a little more information that I would like to share. I would also like to learn more about you. Are you available for a 15-20 minute meeting where we can discuss your goals and challenges and share some examples of how we have helped other managers build top-caliber teams? "

2. Sales Script for Working a Gatekeeper

My name is [Your Name]. I'm calling on behalf of [Your Company]. I was hoping to reach [Prospect's Name]. Could I get your name?

(Acknowledge and repeat their name)

It's great to meet you. I was wondering how I could connect with [Prospect's Name] — could you let me know the best way to make that happen?

3. Sales Script for Referencing a Mutual Connection

Hello [Prospect Name],

I was speaking with [Mutual Connection] about leaders in your space, and he mentioned you recently [recent achievement of theirs]. Congratulations!

We actually helped [Mutual Connection] achieve [achievement/result]. I was wondering if we could book some time to go over how we could do the same for you.

Sales scripts aren't specific to sales calls — they can also be leveraged to send effective emails to prospects.

4. Sales Script for Email

Download Now: 25 Proven Sales Email Templates [Free Access]

It takes too long to fill open positions

Hello [prospect name],

I am with Recruiters International. Hiring managers often tell us:

• It takes too long to place a new hire
• It is difficult to find time for interviewing process because of everyday responsibilities
• They lack top-caliber employees

Are you available for a 15-20 minute meeting to discuss your goals and challenges and share some examples of how we have helped other managers solve these challenges?

You can book time on my calendar here: [Link to Meetings tool].

Michael Halper

Recruiters International [phone] [email] [website]

Sales scripts can also come in handy when your sales calls go to voicemail.

5. Sales Script for Voicemail

"Hello [prospect name], this is Michael Halper from Recruiters International.

Many hiring managers tell us:

• Placing a new hire demands too much time
• Interviewing gets in the way of regular work
• Despite the investments they make in hiring, it’s still hard to find the best employees

We help to improve all those areas, which is why I am reaching out to you.

I will try you again next week. If you would like to reach me in the meantime, my number is [phone].

Again, this is Michael Halper calling from Recruiters International, [phone].

Thank you, and I look forward to talking with you soon."

25 Free Sales Email Templates

Save time, find new ways to reach out to prospects, and send emails that actually convert.

• First-Touch Emails
• Follow-Up Emails
• Break-Up Emails
• Full Email Sequence

6. Follow-Up Email Script

Following up my voicemail -- Recruiters International

As I mentioned in the voicemail I just left, I am with Recruiters International. Most hiring managers we speak to struggle in three major areas:

• It is difficult to find time for interviewing process because of everyday
• responsibilities

We can help you solve all three challenges.

Are you available for a 15-20 minute meeting next Tuesday or Thursday morning to discuss your goals and challenges and learn how we’ve helped other managers address these?

Recruiters International

7. Breakup Email Script

Is this the case?

I've reached out a few times and we've been unable to connect about how I might be able to help you reduce recruiting time by up to 50%.

Usually, when this happens it means recruiting isn't a priority for you right now. Is that the case here?

If so, I won't take up any more of your time.

8. Breakup Call Script

Salesperson:"Hello [prospect name]. I noticed you rescheduled our demo again today. Usually, when this happens a few times, it means this isn't a priority at the moment, is that the case here?"

Prospect: "Actually, I just forgot I had a dentist appointment today. I'd really like to reschedule for tomorrow if you're free."

Salesperson: "Absolutely. How does 9:00 am sound?"

9. Breakup Voicemail Script

"Hello, [Prospect name]. I've left a few voicemails now and we still haven't connected. Usually, when this happens, it means recruiting just isn't a priority for your company at the moment. If that's the case here, I won't bother you again. If not, I'd love to hear from you. Thanks."

With these examples and templates, creating a sales script should be simple. And remember, you don't have to follow it word for word. Use it as a tool to prepare and practice.

Why use sales scripts?

You might feel trepidation about using sales scripts — we understand. You don’t want to sound like a robot, right? But they’re a necessity. Not only because they considerably speed up the sales process , but because they make your job much easier.

Here are just a few of the benefits you’ll enjoy by adding scripts to either your personal playbook or team playbook :

1. You will know what to say during sales calls.

This one is obvious, but it cannot be overstated. By using sales scripts, you will simply know what to say — and there’s no better feeling during a call where prospects may take you aback with objections, questions, and unexpected pain points. Plus, if you create different scripts for different verticals, you’ll be better prepared to identify a prospect’s needs from the first discovery call .

Remember, the point isn’t to regurgitate the script word-for-word, but to know it well enough that you can leverage it at the right time. Without a doubt, sales call scripts will prepare you for any scenario.

2. You will know when to list product benefits during the call.

A script gives you beats to follow, so you’ll know when exactly to begin pitching your product’s benefits to prospects. It’s essential to wait for the right time, or you’ll put off the prospect by delving into the solution without first becoming acquainted with their pain points.

This is especially important when working with different contacts at an organization. For instance, your script for a gatekeeper may include product-level benefits after you’ve warmed them up, while your script for a decision-maker may include result-level benefits right from the start.

3. You will be better prepared to handle objections.

Sales call scripts prepare you to effectively handle objections . Objection handling is one of the hardest parts of working in sales, but a script will make it much easier, no matter what kind of contact you’re interacting with. You want to be able to dispel qualms respectfully and reasonably. The best way to do that is to use a script that prepares you to stay calm while you persist.

4. New sales reps will learn more quickly and effectively.

An unmissable benefit of sales scripts is being able to onboard new sales reps much more quickly. Instead of having them shadow different reps, all of who will likely have a different style, you can standardize the learning process by providing sales scripts to follow.

New hires will also be able to get on the phone more quickly if they know what to say from the onset, instead of having to guess or come up with their own script.

5. You will speed the sales cycle.

By eliminating trite back and forth, sales scripts allow you to get to the sales pitch as quickly as possible. You can qualify prospects much more quickly when you know what to ask. You can also handle objections earlier in the process than if you had to come up with an answer from scratch every time.

As a result, your sales cycle will considerably shorten, allowing you to find good-fit prospects, close more deals, and reach quota more quickly.

6. You will create a consistent experience across your customer base.

Whether you work exclusively with small businesses, enterprises, or consumers, it’s important to provide as consistent experience as possible across the board. This doesn’t mean using the same script on different prospects — each one will have different pain points, needs, and timelines — but it does mean having a standard starting base for each conversation.

Creating a consistent experience with a sales script will allow you to tackle new calls with confidence and establish a distinctive selling style .

Add Sales Call Scripts to Your Playbook 

Whether you’re a new sales rep or a seasoned veteran, it’s essential to have a collection of effective, proven scripts you can use at every stage of the sales cycle. The above examples and templates will start you off on the right foot, but remember to customize them so that they can help you capture your specific prospect’s attention.

Editor's note: This post was originally published in December 2017 and has been updated for comprehensiveness.

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The high-impact sales pitch template (with bonus scripts).

This 5-point template picks apart the secret ingredients of a winning sales pitch and includes scripts so you can weave it into your emails, calls, and sales presentations. Learn how top sellers frame their offering for maximum persuasive impact and supernatural win rates.

What you’ll learn

Learn how elite sellers use behavioral patterns and cognitive biases to produce maximum pitch effectiveness. 

Most sales pitches only work on pain-aware, solution-aware prospects. Learn how the top 1% of sales pitches hook potential buyers regardless of awareness.

These 5 core pitch ingredients are applicable to any product or service with a high price-point. Master them and become an unstoppable force of nature.

• Fill in the blanks Pick from a selection of formulas that will get you to frame your offer leveraging known psychological vulnerabilities.
• Includes examples Use in-action examples to take basic formulas and craft them into a high-impact, fully-cohesive sales pitch.
• Fit them into your script See how top performers unpack their sales pitch and incorporate the key ingredients at different moments in their email scripts and call scripts.
• The 5 core ingredients Learn the building blocks that winning sales pitches all have in common. Craft your sales pitch by weaving them in.
• Concrete examples See how each formula and template can be applied for maximum impact in your sales pitch.
• 4 Ready-to-win scripts Plug your newly-formed sales pitch into your cold email, cold call, sales pitch, and elevator pitch scripts using these easy-to-remember, easy-to-use sales pitch scripts.

The first part of the template is a simple fill-in-the-blanks formula to help you use these well-documented by not-yet-known psychological pathways that help sellers guide their prospects’ decision-making.

The second part of the template shows how to include your sales pitch into your sales scripts for cold outreach and customer-facing presentations.

The PDF includes 4 sales scripts:

Elevator pitch script: Use it on social media (bio), when you introduce yourself, or when you’re giving a high-level pitch.

Cold call pitch script: Use this script for outbound cold calls.

Cold email template: Use this template to start your cold email cadence. 

Sales pitch script: Weave this into the start of your demo and when you meet a new stakeholder.

This template is designed for sales professionals (AEs, SDRs) looking to improve their sales pitch technique.

This template is also used by sales managers and sales enablement professionals who want to level-up their team’s pitches.

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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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Ultimate Guide to Building a Winning Sales Pitch Presentation + Templates

Published by Kimberley DERUDDER

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An ideal sales pitch presentation can make or break a deal. Similar to giving a speech, a sales presentation should deliver a story . The difference is that your pitch story aims to sell and increase trust in your business.

According to a recent study , people bounce from a sales deck in the first 15 seconds. That doesn’t give you much time to make an excellent first impression. This happens especially if you display your pitch online and can’t build your case individually.

But don’t worry! We love a good challenge. We decided to study what it is that sets great sales presentations apart from the sea of average pitches. It’s safe to assume that we figured it out.

Thus, we’ll go into the nitty gritty details of what makes a good sales presentation and what to avoid as a sales rep. Plus, we’ll give you the best sales presentation templates to help you nail your pitch deck.

What Is A Sales Pitch Presentation?

A sales pitch presentation lets you and your sales team showcase your brand to potential customers. It’s a crucial part of the sales process. It helps you connect with your audience and communicate the value you offer.

The primary purpose of a sales pitch is to engage and persuade your target audience to buy from you.

This involves understanding their needs and presenting your sales pitch in a way that resonates with them. Keep your message clear and simple yet personalized. Capture people’s attention and leave a lasting impression.

What Makes A Sales Pitch Successful?

A successful sales pitch grabs attention, addresses pain points, and convinces potential customers that your product or service is the solution they need.

After careful research, here is our best advice when it comes to crafting a successful sales deck:

• Tell a Story. Engage your audience by sharing relatable stories, success stories, or case studies. These should demonstrate your product’s value.
• Make Your Opening Memorable. Capture attention from the opening slide. Studies show that once people have read the first three pages of your slide deck, they’re more likely to stick to the end. Thus, use eye-catching visuals, a captivating statistic, or a bold statement.
• Research Your Target Audience. Understand their needs using tools like Google Analytics, surveys, or social media insights. Then, tailor your sales presentation pitch. You can also create buyer personas to understand your audience better.
• Address Pain Points. Identify the problems your audience faces and show how you deliver the solution. Picture your brand as a robust and reliable business they can trust with their issues.
• Keep It Short and Sweet. Be concise and avoid overwhelming your audience with too much information. Focus on your sales pitch deck’s most important features and key points. Don’t focus too much on the product features but the story and where your product fits in.
• Use Factual Data. Support your claims with data and statistics to build credibility and trust.
• Apply Marketing Strategies. Use time-tested marketing strategies to build momentum. You can get inspiration from Cialdini’s principles of persuasion (reciprocity, consistency, social proof, liking, authority, and scarcity) to influence decision-making. They can come in handy during a sales presentation.
• Highlight the Solution. Show how your product or service solves the common problem your audience faces.

You’ll engage and persuade your audience using these tactics in your sales presentations. Ultimately, you’ll persuade them to choose your product or service.

9 Tips For Nailing Your Sales Pitch

Assuming you put together the perfect sales pitch, you still have half the battle to win. There’s a lot that comes with crafting a successful sales presentation.

Here are some practical sales presentation tips for nailing your pitch deck and finding a winning angle in the sales process:

• Practice Makes Perfect. Rehearse your sales presentation until you feel comfortable and confident. You could try perfecting your live pitch in the mirror. If you’re uploading the presentation online, get a professional to help you shoot and edit it.
• Create an Elevator Pitch. Create a shorter version of your sales deck in which you highlight the key points and have it ready to go. This can come in handy in case you’re facing a time constraint, or your potential customer wants you to speed up your speech.
• Customize Your Sales Deck. Tailor your sales deck to your target audience’s specific needs and preferences. You can start from a sales presentation outline, but always customize it to whoever you present. You can use a sales presentation template or a sales pitch deck template to get started.
• Be Consistent. Keep your branding and messaging consistent across all your sales materials, from your slide deck to your elevator pitch, website, social media, and more. This helps build trust and credibility with potential customers.
• Use Visual Aids. Support your presentation with visuals like charts, graphs, and images to keep your audience engaged and make complex data easier to digest.
• Leverage Social Proof . Include case studies, testimonials, or success stories from other customers to demonstrate your company’s track record and expertise in your industry.
• Offer a Clear Value Proposition. Make sure your sales pitch highlights the unique benefits of your product or service.
• Address the Feedback & Objections. Anticipate any concerns or objections your potential clients might have and address them in your presentation. Host a short Q&A session at the end of your sales pitches.
• Close with a Call-to-Action. End your sales pitch with a clear call to action that guides your audience through the buying process. Encourage them to take the next step.

Incorporating these tips into your sales pitch presentation will increase your chances of winning over potential customers and closing more deals . Good luck!

The Don’ts Of A Sales Presentation

Let’s assume you’ve ticked all boxes when it comes to nailing your business presentation. Everything should go according to the books. Still, what if something comes up?

Here’s a tip: Don’t just focus on doing everything right; keep an eye on not doing something wrong. This way, you’re prepared from both perspectives.

Here are some crucial points to avoid when crafting your sales presentation:

• Don’t Ignore Your Audience. Failing to research your market can result in a less effective sales presentation. Also, notice their live behavior and responses and adapt as you present. You don’t have to stick to a script if it’s not working.
• Avoid Overloading Information. Present only the most crucial points in your sales deck, keeping it short and focused. Too much data can overwhelm and disengage your audience.
• Skip Generic Templates. Customizing your sales presentation template helps create a unique and winning sales presentation that sets you apart. You can use Xara’s fully customizable sales presentation template examples to craft a good pitch.
• Resist Jargon and Fancy Words. Use simple language to ensure your prospects understand your message. Avoid industry jargon or buzzwords that might confuse your target market.
• Never Neglect Visuals. Incorporating visuals in your sales deck can help capture your audience’s attention and make your presentation more engaging.
• Don’t Make It All About You. Focus on addressing your prospect’s pain point and how your product or service offers a solution. Use a customer-centric approach, and avoid the look of a sale.
• Don’t Show Up Unprepared. Rehearse your sales presentation to ensure a smooth delivery. Have your sales team practice their sales decks too.

Remember, sales presentations are crucial for your business. By avoiding these common mistakes, you can create a presentation really delivers results.

Choosing The Right Sales Pitch Presentation Template For Your Business

Templates are the new digital hack. After all, no one has the time to craft presentations from scratch, especially in a competitive market like today. Time is money, so you need to earn time if you want to stop leaving cash on the table.

Plus, you can’t risk showing up with a poor design. You don’t get many shots with the same potential customers in the sales world. You either get it right or miss your chance.

Selecting the perfect sales pitch deck template is essential for showcasing your brand. Xara offers a range of templates tailored to different businesses and needs. Thus, we’ll explore some of the most popular options!

1. The Sales Product Overview Template

Looking for a sleek and classic design for your pitch deck? Check out our newest template on Xara Cloud .

This template is perfect for showcasing your product or service professionally and extensively.

Additionally, it’s fully customizable, so you can add, subtract, or personalize slides as needed to fit your specific sales pitch.

2. The Company Profile Pitch Deck

This pitch deck template is excellent for showcasing your business idea and company to potential customers or investors.

It provides an extensive overview of your mission, values, and future opportunities. You have the flexibility to customize it to match your brand’s guidelines.

This sales pitch presentation is particularly recommended for a people-oriented, B2C startup. It has a formal style, yet it is data-rich, and it offers plenty of slides to delve into the details of your company.

3. The B2B Sales Deck Pitch Template

This B2B sales deck is colorful, captivating, and distinctive. With many startup pitch decks to attend, this particular one has a solid potential to stick with your audience.

Its playful and interactive template displays data in diverse formats throughout the slides, using all the necessary features of a pitch deck. It stands out from the rest and leaves a long-lasting impression. Follow this template to make your pitch deck even more memorable and engaging.

4. The Business Pitch Deck

This business sales pitch presentation is essential when you have limited time to present your business model. This straightforward pitch highlights investors’ favorite slides, including case studies and how your product will offer the perfect solution. By adding a financial forecast slide, you can create the perfect pitch.

While this sales deck template is not your typical creative, out-of-the-box startup idea, it is designed to cater to the needs of businesses. The minimalist, straight-to-the-point design is similar to Uber’s pitch deck.

We recommend customizing it based on your brand to make it more personalized. Add your logo, fonts, and colors, and present it confidently to raise funding. Keep it short and sweet, and you’re good to go!

5. The Food Delivery Service

With a restaurant theme and plenty of visuals, this template includes all relevant slides, including an agenda, summary, and business model.

6. The Company Pr ofile Pitch Deck (V2)

This sales presentation template is an excellent option if you’re looking for a modern and sleek pitch deck template. It features simple yet professional design elements that are perfect for startups in the tech, SaaS, or e-commerce industries.

One of this template’s standout features is the ample space for pictures. You can easily insert your images to make the presentation more personalized. Additionally, you can add quotes or strong lines to specific slides to evoke an emotional response from your audience.

When using this template, make sure to give special attention to the competition, problem, and traction slides. Remember to balance the use of numbers and storytelling to create a connection with potential investors. After all, investors are people, too, and want to be engaged with a compelling story that resonates with them.

7. The Agency Pitch Deck

You may find The Agency Pitch Deck a helpful template if you are in the service industry, particularly in consulting or running an agency. It is also great for creative practices and SaaS businesses. The template features a formal, modern, and colorful theme that can help you capture your audience’s attention.

Using this eye-catching pitch deck can make it easier for you to raise funds for your innovative idea. However, remember that a good design can only take you so far. It is essential to pay attention to your business plan, go-to-market strategy, and critical points. Remember that the best pitch presentations are those that convey your business idea professionally and stick with your audience.

Takeaway: Sales Presentations Are Half of the Story, So Bring Your Best Self to the Table

Creating an excellent sales presentation is half the battle for sales reps in any industry. Following our guidelines, you can craft an effective sales pitch and win the other half.

Remember: Keep it short and simple, and use relatable stories to make an impact. Ensure your solution (product or service) is tailored to your audience’s needs. Customize your favorite template to save time and win over the design aspect. You’re done — congrats!

Explore Xara’s templates and resources, designed to empower sales reps and businesses in creating exceptional sales presentations. Capture qualified leads, stand out in your industry, and close more deals with the right tools at your fingertips.

Ready to elevate your sales pitch game? Check out Xara’s wide range of templates and resources today!

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How to Craft a Sales Presentation Outline (+ Examples)

Related articles, lead vs prospect vs opportunity: what's the difference, 52 lead generation statistics to consider in 2024, top 14 email nurture campaign best practices.

Selling Signals content and product recommendations are editorially independent. We may make money when you click on links to our partners. Learn More .

A sales presentation outline is an ideal flow of talking points that guides the creation of the spoken part of a sales presentation, which is often supported by a visual sales deck. To allow for personalization, outlines contain both pre-written language and prompts. Most sellers use outlines as templates for longer, in-depth presentation scripts that they create for each new prospect. The outline ensures that you hit key talking points in the right order.

Sales Presentation Outline Key Components

A typical sales presentation outline for effective lead nurturing includes small talk and introductions, agenda-setting, problem analysis, solution and benefits, social proof, and a call-to-action. Solid outlines will promote around 20–30 minutes of presenting time. Depending on the salesperson and their unique situation, an outline might expand certain components into multiple components, add components, or exclude some entirely.

This outline is what you get when you boil down all the great outlines to their fundamental parts:

Small Talk & Intros

Agenda-setting, problem analysis, solution & benefits, social proof, call-to-action.

For around 3–4 minutes, engage in light conversation and introduce yourself and your company to the prospect. Ask questions about their work, life, vacations, or anything else they’re interested in. Tell them about your credentials and your company’s mission and ideal customers.

In 1–2 minutes give the prospect a high-level overview of what topics you’re going to cover during this presentation. At the end, ask them to confirm that they agree to the structure as you’ve laid it out.

Spend 5–10 minutes analyzing the prospect’s major problem. Name their main pain point or challenge, then state its underlying causes and costs. Also, agitate the pain by explaining the negative consequences of letting it go unsolved.

For 5–10 minutes, introduce your product or service and explain how it works to solve the prospect’s problem. Then state the relevant benefits the prospect will get if they buy the solution and eliminate their issue. Focus on features or services that directly relate to their needs.

Use 3–5 minutes to establish some credibility by sharing customer success stories, case study findings, or testimonials. Choose social proof that involves a customer that has a similar business type as your prospect and experienced similar hurdles and roadblocks.

In 1–2 minutes, summarize what you’ve covered, and then tell the prospect what the next steps would be if they wanted to move forward. Ask them to take these next steps with you, and give them a strong reason to do so.

To see how a salesperson might change the components to fit their specific needs, imagine a software sales rep expanding the “describe your solution and its benefits” section into three parts: “present solution,” “give demo,” and “give user a trial run.” As you create your own general outline, make it work for your most common presenting scenario, and perhaps create a few others for less common scenarios, be it competing against another provider or upselling a client.  

How to Create Your Own Sales Presentation Outline

There are concrete steps to follow to draft a 1–2 page, customizable sales presentation outline that you can use as the ongoing foundation for all your personalized sales presentation scripts. The steps include picking a product or service, adding small talk prompts, writing an introductory statement, and crafting sections for agenda, problem, solution, social proof, and call-to-action. Read on to learn how to do each step. Note that the steps below follow the components above.

1. Pick One Product or Service

Choose one of your product tiers or service lines for your sales presentation outline. This enables you to write more language that you can simply copy and paste into the custom-tailored scripts. For example, in the solution section of the outline, you could write three sentences describing this specific product tier. And you won’t have to change that for each new prospect you present to. This means that you should create one outline for each product or service.

2. Provide Some Conversation Starters for Small Talk

Sometimes small talk flows naturally in the first few minutes of a sales presentation. Other times, you’ll need to get things going with some surefire conversation starters. To avoid encountering any brain freezes or awkward silences, use the small talk section of your outline to list 3–4 potential questions that you can ask your prospects to initiate small talk. Industry news, hobbies, or their current business ventures are often the safest topics.

Here are some examples of customizable questions to put in a sales presentation outline:

• As a {Job Title} , I’d love to hear your thoughts on {Recent Industry News or Event} .
• So you’re from {Location} . Is it fair to assume you’re a {Sports Team} fan?
• Last time we spoke, you were working on {Project} . How’s it going?

While preparing for a presentation, choose the prompt that will work best for the specific prospect. Researching their social profiles will provide you with some guidance. For example, you might find that the prospect has been posting on Twitter about their sports team. If that’s the case, use the sports conversation starter for your personalized sales presentation script.

3. Create Your Introduction Statement

Your introductory statement will likely remain the same for most of your prospects. This is where you tell your prospect about your company and yourself as a representative or owner of that company. This section gives the prospect context, which helps them understand the more complex subject matter you’re going to present to them later on in the presentation.

Here are the barebones of an effective introduction for a sales presentation outline:

• Segue: Transition out of small talk by saying that you want to respect their time, then thank them for attending.
• Your Professional Bio: Tell the prospect your name, title, experience in the industry, and relevant credentials.
• Your Business Bio: Share your business’s name, how long it’s been in business, and one line explaining what the company is (e.g., a renowned real estate brokerage).
• Why Customers Come to You: Name 2–3 of the major challenges that inspire customers to come to you for help.
• Quick Overview of How You Help Them: Briefly explain what your business provides and how it solves these challenges.

When personalizing this part of the outline for a particular prospect, you might change little things to make it more relevant and interesting to them. For example, you could exchange one of the common major customer challenges for one this specific prospect is suffering from. But, for the most part, it won’t change much, so it’s worth committing it to memory. 

Below is an example of an introductory statement you’d find in a sales presentation outline:

“As much as I’d love to keep chatting about {Small Talk Topic} , I want to be respectful of your time and begin the presentation, which I thank you all for attending.

First, I want to share a little about myself. My name is Sam and I’m a sales executive here at Stingray Dealers. I’ve been working in the marine conservation space ever since I graduated college with my marine biology degree four years ago. Since then, I’ve been awarded best aquarium consultant for three years running.

Our 10-year-old company, Stingray Dealers, is a renowned aquarium provider of the rarest and most endangered stingrays.

Aquariums often come to us because they’re sick of getting nothing but round rays from their providers and because they’re struggling to keep their stingray petting area stocked with a variety of rays.

That’s where we come in. Thanks to our cutting-edge diving equipment, relations with wildlife protection agencies abroad, and ray-based sonar, we’re able to provide a steady flow of the most desirable rays in the sea, and at incredibly affordable rates.”

After delivering a solid introduction and providing your prospect with some context, it’s time to set the schedule for the rest of the presentation.

4. Write Your Agenda Section

The agenda section of your sales presentation outline is where you’ll give your prospect the outline of the remainder of the presentation. You’ll set their expectations and give them a sense of direction so that they don’t feel like they’re in the dark. The agenda section includes a segue into the agenda, a structure preview, and a request for the prospect to commit. It should also have plenty of prompts for personalization.

Here are the core parts of any solid agenda section for a sales presentation outline:

• Segue From Introductions: Thank them for listening to your introduction and tell them you’d like to set an agenda for the day.
• Share the Presentation’s Structure: Briefly explain what you’ll cover during the presentation.
• Ask Them to Commit: Check with your audience to see if they’re okay with the agenda you’ve created.

If you wanted to really hook the prospect, you could also make a promise to create some suspense, like “at the end of this presentation I’ll also reveal the most important habit that leads to success in this industry, based on hundreds of interviews with our customers.” Only do this if you do have something absolutely astonishing to share with your prospects. Otherwise, you’ll risk letting them down at the end.

Below is an example of an agenda section you could see in a sales presentation outline:

“Thank you all for listening to my spiel. Now I’d like to get things rolling with an agenda. Over the next 30 minutes, I plan to show you why we’re the right fit to help you {Prospect’s Goal} .

I’ll start by explaining the causes and consequences of your major issue, {Prospect’s Problem} . Next, I’ll give you an overview of our solution, {Your Product or Service} , and explain how it will help you overcome your challenge. From there, I’ll share a few success stories about customers like you, and then we’ll open the floor for questions.

How does that sound?”

After the prospect agrees, you can start to dig into their issue and reveal to them just how serious it is, not to mention how well informed you’re about it.    

5. Craft Your Problem Analysis Section

The problem section of your sales presentation outline is going to change almost entirely from prospect to prospect because each potential customer will have a different combination of issues, related costs, and underlying causes. Nevertheless, your outline should provide some helpful guidance for writing your more detailed script by giving you a structure to follow.

Here are the major components of a problem analysis section:

• Name the Major Problem or Challenge: Describe the most pressing problem that the prospect has shared with you.
• Share the Problem’s Underlying Causes: Based on your analysis, share 2–3 things that you believe are causing or contributing to the issue.
• Describe the Costs of Not Solving the Problem: Share 2–3 negative consequences of letting the problem go unsolved. In other words, irritate the pain.

By proving to the prospect that you’re knowledgeable about the nature of their problem, you’ll win their trust, and they’ll be more likely to give heavy consideration to your proposed solution. Again, this section of the outline is more so steps with a bit of advice than pre-written language. That’s because it has to be extremely flexible.

Here’s an example:

“From our previous discussions, I learned that your company’s major problem is {Major Problem} . Based on our years of experience working with other {Company Type} and what I know about your business processes, it seems like the causes of this issue are {Underlying Causes 1 and 2} . We’ve had customers who came to us a long time after this issue arose and by then they were suffering from {Cost of Not Solving the Problem ASAP} .”

Now that the prospect is convinced that their problem is something they need to solve quickly, it’s time to begin telling them how you’re going to fix it for them. 

6. Draft Your Solution Section

The solution section of your sales presentation outline is where you introduce the product or service that will help your customer solve the problem or challenge you analyzed in the previous section. You tell them what the solution is, how it works, why it solves the issue, and the benefits the prospect will receive if they buy it.

Here are the main subsections of an effective solution section:

• Solution: Name the product or service and tell your prospect the unique selling proposition .
• Why It Solves the Issue: Explain the features or services that will eliminate the main causes of the prospect’s major problem.
• Benefits: Share 2–3 positive results that the prospect will experience if they choose to purchase the solution.

The first paragraph of this section, introducing your service, can be reused without adjustment from customer to customer, especially since this outline is for one specific solution. Of course, the middle bullet, how it relates to the specific prospect’s issue, will change, so that part should include prompts for personalization. When you write a script for a presentation, you may also alter how you describe the solution or which benefits you list based on the prospect’s interests.

You can see what we mean in this sample solution section:

“Stingray Dealers offers an annual stingray replenishment service that comes with ongoing care. Unlike other dealers in the space, we consistently check on the stingrays to ensure they’re happy and well taken care of.

As for your problem with {Prospect Pain Point 1} , {Service 1} will take care of that by {How Service 1 Solves Pain Point 1} . Furthermore, {Service 2} will help you eliminate {Pain Point 2} by {How Service 2 Solves Pain Point 2} .

With us, you’ll experience {Benefit 1 Prospect Desires} and {Benefit 2 Prospect Desires} . We think this will also help you reach your {Want/Need/Goal} .”

At this point, your prospect is probably excited about the idea of working with you, but still a bit hesitant because words are cheap. In the next section, you’ll prove your claims are sound.

7. Create Your Social Proof Section

In your outline document, write a brief transition and then include links to several social proof options, such as case studies, testimonials, or customer success stories, which display customers succeeding with your chosen product or service. This way, when you create a personalized presentation script, you can quickly choose the 1–2 social proof options from the outline that will most relate to and impress your current prospect.

If you want to get ahead of the game, we recommend also writing out a short summary of each success story or case study so that you can easily copy and paste it into your personalized sales presentation script. And for easy reference, consider labeling the social proof based on the type of company rather than the company name. For example, Enterprise Client Case Study will likely mean more to you when drafting a presentation script than Carlisle LLC Case Study.

Here’s an example of what a social proof section might look like in a sales presentation outline:

“So, we’ve told you what we can help you achieve with our stingray replenishment service. I find that it always helps to hear about how others have used the service successfully. So I’d like to briefly walk you through two case studies about clients who, just like you, were {How the Companies in the Stories Are Similar to the Prospect} .

• Aquarium Company Case Study: The Denver aquarium came to us back in May 2022 because attendance was down 31% from last year and they wanted to open a new stingray exhibit and use it as a promotion. We were able to provide them with 6 different types of stingrays, 2 of them extremely rare, and directed them on how to set up the exhibit to optimize the attendee and stingray experiences. Within four months of establishing the exhibit, it had become the most popular at the aquarium, and one year after finishing the exhibit, their ticket sales had increased by 65%.
• Marine Bio Research Facility Case Study: Write a summary like the one in the first bullet point.
• Pet Store Business Case Study: Write a summary like the one in the first bullet point. ”

After sharing some ways that past clients have benefited from your business, it’s time to push the deal forward with a call-to-action.

8. Write Your Call-to-Action

Next, write a call-to-action (CTA) in your outline. In a sales presentation, salespeople typically ask leads if they’re ready to see a proposal. But it differs based on your sales process . Regardless of your ask, it should be clear and straightforward so that your prospects know exactly what you want them to do. It should also be enticing. Give your prospects a reason to take the next steps with you by mentioning the benefit of doing so.

Here are the components of a successful CTA section of an outline:

• Presentation Summary: In a few sentences explain their main issue, the product or service that will enable them to solve it, and the overarching value you’ll deliver.
• Next Steps Request: Tell the prospect what they should do next if they want to continue evaluating you as a provider or partner. 
• Presentation Closing: End the presentation by thanking your prospects for attending, then tell them the floor is open for questions.

Summarizing the presentation and your findings prior to delivering the CTA is important because it reminds prospects about all the great things you can do for them. And the reason for not ending at the CTA is that most buyers expect to be able to ask some questions, but some might not do so unless you give them permission first. The close section allows you to give the green light and end the presentation on an upbeat, less salesly note.

Here’s an example of a call-to-action section in a sales presentation outline:

“Today we’ve learned that Stingray Dealers can help you overcome {Prospect Problem} and give you {Value Proposition} .

If you’re ready to join hundreds of other satisfied businesses and start wowing customers with the most amazing stingrays, please tell me at the end of this presentation. I can then give you pricing and we can go over the best service package for your company.

And with that, I want to end today’s presentation. Thank you all for the gift of your attention. I now want to hear from you. Do you have any questions about our company, service, or anything else?”

Keep in mind that this is for creating an outline that follows our basic sales presentation outline structure. You can include other sections like “pricing” or “industry trends” if that better suits your needs. For other sections to include, see the outlines in our article sales presentation templates .

3 Tailored Sales Presentation Outline Examples

Below are three sales presentation outline examples: brand competition, B2B, and B2C services outlines. Unlike the examples in the steps above, these don’t include pre-written verbiage. Instead, they’re structural outlines that help you see how different presentation situations call for different combinations of sections. In practice, you’d write out pre-written language for each section (bullet) — refer to the section examples in the steps above to see how, then keep reading below.

Sales Presentation Outline for Winning a Competitor’s Customer

Who Should Use It: Sales professionals who are presenting to a prospect that’s currently working with a competing brand.

Why It Works: This outline structure includes sections like “competitor analysis” and “differentiators,” which serve to show the prospect why your solution is a better choice for them than their current provider’s.

• Small Talk and Introductions: Open with some friendly conversation and introduce your company in a way that sets it apart from the specific competitor.
• Agenda: Tell the prospect what you’ll cover today and what you think they’ll get from attending.
• Goal Analysis: Review what the prospect has told you about their current goal and explain why they’re failing to reach it.  
• Competitor Analysis: Share a few reasons why their current provider is incapable of helping them reach this goal.
• Differentiators: Explain a few ways that your company is different from the competitor and why these differences make you better suited to help them.
• Solution and Benefits: Describe your product or service, explain why it’ll help them get what they want, and name 2–3 benefits.
• Customer Switch Success Story: Tell a story about a customer who left the competitor to work with you.
• Call-to-Action: Close out the sales presentation and ask the prospect to take specific next steps with you.

B2B Sales Presentation Outline Example

Who Should Use It: B2B salespeople who want to challenge their prospects to think differently about their industry.

Why It Works: This presentation outline is designed to position you as an industry insider with big ideas that are going to dramatically improve the company’s operations, revenue, or whatever metrics your solution will affect.

• Small Talk and Introductions: Talk a bit, then share a bit about you and your business and ask attendees to introduce themselves by stating their job title and name.
• Agenda: Tell your prospect(s) the structure of the presentation and build up some excitement by promising to share a unique idea for how to capitalize on a trend.
• Industry Trend: Explain an industry shift (e.g., Gen Z starting to buy homes) and how it will impact this specific business and its place in the market.
• Opportunity: Describe an opportunity (e.g., start building relationships with Gen Zers through social) that this shift opens up and stress the importance of seizing it.
• Promised Land: Tell them all the great things that will happen to their business if they successfully take advantage of this opportunity.
• Your Solution: Explain how your solution will help them make the most of the opportunity and reach the promised land.
• Case Studies: Reveal a case study about a company that successfully used your solution to transform their business in a previous period of industry change.
• Call-to-Action: Make a confident statement about your ability to help and ask them to join you. Then open the floor for questions.

B2C Service Sales Presentation Outline Example

Who Should Use It: Sales professionals who are presenting a service such as landscaping, insurance, or financial advisory to individuals.

Why It Works: This sales presentation outline makes the prospect trust you as an expert by giving them transparency into your service and its pricing and by sharing success stories and your professional opinion about their goals.

• Small Talk and Introductions: Talk about the individual’s hobbies or relevant news. Share your credentials or rewards.
• Agenda: Give an overview of the different sections of today’s presentation. Ask them to confirm that this sounds like a solid plan.
• Goal Analysis: Review their reason for evaluating your business and make them feel like you can get them to their goal.
• Challenge Analysis: Describe the major pitfalls you expect they’ll encounter on their way to reaching their goal.
• The Plan/Process: Lay out your plan step by step for how you are going to help them overcome these challenges and reach their destination.
• The Service: Describe your role in this plan and tell them what services you’re going to provide and how the relationship will work.
• Success Stories: Share stories about customers you’ve helped. Pull up evidence to back up your claims, in the form of data, quotes, photos, etc.,
• Pricing: Review the pricing tiers of your service and explain which one you think is best for them based on their situation and needs. Tell them the second best option as well.
• Call-to-Action: Share your unique selling proposition, review the presentation’s key points, and ask them if they’d like to learn more about your service.

When you start with a basic outline like the ones above, and then expand on them by adding exact language and prompts for personalization, you’ll end up with a carefully considered, well-structured sales presentation outline that you can use over and over to succeed.

Top 5 Benefits of Writing a Sales Presentation Outline

Writing and using a sales presentation outline provides you with various benefits, including faster sales presentation preparation, never missing the main points, giving prospects a better experience, making your presentation process testable, and easily training new salespeople. Let’s go over each advantage a bit more in depth.

Save Time Preparing for Sales Presentations

With a sales presentation outline, it’s easy to sit down and craft a more personalized sales presentation script for each particular prospect. You already know what to say, and in what order to say it. Now all you have to do is elaborate on each part of the outline and make it relevant to fit the prospect’s unique situation. This will cut presentation preparation time dramatically.

Always Hit Your Critical Talking Points

Without a sales presentation outline, you might write a script that leaves out a key component, whether that’s a statement about pricing or an introduction to your business. This can hurt your chances of closing the sale. The outline, which tells you what to write, and therefore what to say during your presentation, ensures that you never miss the most important points.

Improve the Prospect’s Experience

When you know the overarching structure of the spoken part of your sales presentation, you can easily share that information with your prospects by putting the outline on one of your sales deck slides you have up during the agenda-setting portion. When prospects know what’s coming and where the conversation is headed, they’ll feel like they have some control.

Create a Testable Sales Presentation Process

When you have a presentation outline that you use repeatedly, you can start to test it against outlines with slight variations. For example, you could give 50 presentations with an introduction section and 50 without, track the average closing rates for the two groups in your CRM software , and find that the outlines with no intro section were 34% more effective at securing a next step. Consistent testing allows you to steadily march towards an optimized outline.

Easily Onboard New Sales Reps

There’s so much to learn when a new rep joins a team, so it’s important to do everything you can to get them up to speed quickly. By handing them a copy of your team’s sales presentation outline, new sales reps can easily learn your team’s sales presentation process. Right away they can start crafting well-structured spoken portions of their sales presentations.

Crafting a sales presentation outline makes the whole sales presentation creation process less time intensive, and it helps the delivery of your presentation come off as more persuasive and deliberate.

Top 4 Tips for Drafting a Sales Presentation Outline

There are some best practices you can follow to produce the best possible sales presentation outline. They include using your customer profile, building more than one outline, studying great sales presentations, and getting peer feedback on your outline. Below we’ll expand on each tip.

Reference Your Customer Profile

Keep a copy of your customer profile next to you or on your computer while you create your sales presentation outline. This ensures that the language you use speaks to your target audience’s specific concerns and interests. Whenever you write a sentence, section, or prompt, ask yourself how your ideal customer would respond.

Create Scenario-Specific Outlines

Consider creating a separate outline for each of your most common presentation scenarios. For example, one salesperson might create a generic outline along with one for upselling current customers and one for stealing prospects from a competitor. Each one might have a different mix of sections. For example, the competitor stealing outline might include a competitor analysis section, whereas the generic presentation outline does not.

Watch Great Sales Presentations for Inspiration

If you’re struggling to figure out the ideal structure or verbiage for your outline, watch some sales presentations online or shadow a fellow rep’s presentation to a prospect. You’ll likely discover new turns of phrase, presentation sections, and rhetorical techniques that you want to include in your own outline. To get started, check out our article breaking down some exceptional sales presentation examples .

Get Feedback on Your Outline

Show your finished outline to 1–2 salespeople you respect and ask them to tell you if anything needs work. We can all too easily fall in love with our creations and become blind to any gaps or errors. Getting feedback will help you fine-tune your outline so that it’s as persuasive as possible.

Creating a sales presentation outline should be a careful and considered process. The outlines will serve as the starting points for every in-depth presentation script you write. An outline is a script’s parent. If the outline is shabby, so is the script, as well as the spoken portions of your presentations.

Frequently Asked Questions (FAQ)

What’s the difference between a sales presentation outline & sales deck template.

The sales presentation outline is a structure of talking points that guides the verbal part of your sales presentation. The sales deck template, on the other hand, is a set of slides with some pre-written language and some blank prompts — having one enables you to quickly build personalized slide decks, the visual backdrop to sales presentations. Together, the sales presentation outline and sales deck template make up the overall sales presentation template.

Bottom Line: Sales Presentation Outline

Having a sales presentation outline saved on your computer streamlines the preparation process for your sales presentations. Instead of starting from scratch, you have a structure to follow and some pre-written language that works on all prospects. Writing the tailored script will take minutes instead of hours. Next, check out how to create and give a sales presentation , where we teach you how to build out a personalized presentation for one specific prospect.

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9 Incredible Sales Presentation Examples That Succeed

In our analysis today, we’ll be reviewing the top sales presentation examples.

Why? Because customers want to understand how you’ll be able to add value to their businesses. As such, how you deliver your sales presentation in of the essence.

As tempting as it may be, you need to steer away from thinking of a sales presentation as a “pitch”. This is because, in baseball, the best of pitchers tend to strike batters out.

Since this is not something we want to do, we’ll look at creating convincing pitches that resonate and get hit right out of the park.

By the end of our review, you should have the tools you need to make that home run and meet all your goals.

What is a Sales Presentation?

Elements of a great sales presentation, 1. 21 questions, 2. clarify the priorities, 3. customer is always right, 4. moving pictures, why sales presentation is important for businesses/sales reps, 1. face-to-face, 2. engagement, 3. flexibility & versatility, 4. consistency, overview of the top sales presentation examples, 1. snapchat, 4. salesforce marketing cloud, 5. office 365, 7. immediately, 9. talent bin.

A sales presentation refers to a formal and pre-arranged meeting online or at a location where a salesperson gets to present detailed information about a product or product line.

A great sales presentation is one that endears a brand to prospects. For this to happen, you first need to ensure that it’s not purely focused on products. Rather, it should be tailored to connect with your audience.

The trick, therefore, lies in making your narrative compelling.

Living in the informational age has forced salespersons to change tack when handling customers. This is because more than ever, prospects have all the relevant data about what they want right at their fingertips.

As such, before you make your presentation, you need to first ensure that the information you have is relevant. You can then use that as a Launchpad to connect with prospects.

Importantly, you need to practice listening and avoid religiously sticking to a script before responding to objections.

Often times, salespeople tend to spend plenty of time preparing for what they want to say to customers. While this is perfectly okay, it’s also essential to dedicate enough time to draft the right questions to ask.

With an objective outline of questions, you may actually find yourself deeply engrossed in conversation with prospects.

If you find that prospects are not willing to fully confide in you, it’s good practice to tweak your setup with leading questions before tabling open-ended questions . The responses they share will be able to inform you on how to proceed with the interaction.

Before you begin your sales presentation, you need to first clarify what their priorities are. It’s also good practice to inform them that you’ll be making logical pauses during the presentation to query about what they think about certain points raised.

If you’re unsure about what kind of questions to ask, try to frame the questions from the prospect’s point of view.

Questions like, “How do you see that fitting into your existing process?” and “How does that compare to what you’re currently doing?” are great ways to frame your inquiries.

As always, the end-goal is to close sales. You can facilitate this happening by promoting engagement levels.

When handling prospects, it’s best to first talk more about them, and less about you. If you have prepared “about us” slides, then have them featured right at the very end of the presentation.

Ideally, you want to put more emphasis on your customers’ goals, expected outcomes, and then divulge how you’ll lead them towards success.

To further convince them to join your bandwagon, it’s important to showcase how others have benefitted from your initiative.

If a picture is worth a thousand words, then video is the real deal.

By incorporating videos as part of your sales presentation, you’ll be able to break the monotony that usually exists in text-only slides. While making your presentation, try to also walk about the room and engage your audience.

If you follow through on these steps, you’ll realize you have plenty of talking points throughout.

As a suggestion, try to also make a video about how you can aid your prospect’s company. It also wouldn’t hurt if you interview a couple of team members and hear their take on a range of issues.

As a salesperson, you can use sales presentations to inform, educate, inspire and persuade prospects to buy your products.

A well-crafted and detailed presentation can actually help a business reinforce its reputation and act as a showcase of the level of professionalism.

Before we list out a host of sales presentation examples, it’s best to first note that they are a great way to meet up with customers and prospects in person.

Through face-to-face interactions, you can build trust and reinforce existing relationships . When done right, you may realize an influx in the number of purchases after such meet-ups.

Sales presentations are great when it comes to audience engagement. This is because images have the power of captivating audiences while bullet points can help them follow the logic of the entire presentation.

By injecting theatre during the presentation, you can leave a lasting impact on individuals. This is quite in contrast than if you decided to just talk to them. This heightened sense of engagement is great since your message is properly relayed to your audience.

Sales presentations are fantastic because you can swiftly change up the content and make modifications on the fly. They are vastly better than printed mediums like brochures where you have to stick to the agenda and making tweaks is usually an expensive undertaking.

Presentations are also a versatile communication tool. You can employ them in one-to-one meetings or in large meetings that require you to make use of a projector. Alternatively, you can choose to expand your reach by making them available for online viewing and downloading.

Sales presentations offer you a structured way to communicate about different products, services, and companies.

If you’re working in an organization, you’ll realize that people in various departments are capable of communicating information in a consistent fashion.

Having revealed this, it’s worth pointing out that you need to make good use of bullet points/prompts to ensure that you always remain objective and stress on the key points.

Snapchat , the impermanent photo messaging app, is a big hit among millennials.

Having been conceived as part of a Stanford class project in 2011 under the initial name of Picaboo, it’s has quickly risen through the ranks. Today, it’s one of the most dominant social media platforms out there because it encourages self-expression in the here and now.

• From this sales presentation example, you can clearly see what Snapchat was trying to do. While a large portion of it is filled with fine print and explanations, they’ve divided it into major talking points that readers simply can’t miss. This strategy is great since it ensures even readers who simply want to skim through the content are able to catch all the highlights.
• Impressively, they also created content that resonates with prospects of varying levels of knowledge. This is a fantastic strategy since it increases the probability of closing a deal.

The self-proclaimed “front page of the internet” has been shaping trends for a good minute now. Eager to impress, the sales honchos at Reddit decided to go the sales presentation route and won hearts while at it.

• Reddit’s opening image of a cat riding a unicorn has great visual appeal and helps leave a lasting impact with audiences
• This is one of the best sales presentation examples because Reddit strives to remain objective and stick to its brand identity
• Reddit also makes great use of memes and pop-culture images to get their message across. This is a great strategy since Redditors love this kind of content. In addition, it helps the brand stand out from the rest because of the “X” factor in their presentation.
• The round data figures shared by Reddit are also striking since they help their audience to digest the information and get to thinking how a product/service can help them grow

This social media management tool gives you the freedom to manage multiple social media profiles in a single dashboard.

• Their sales deck is fast-paced and begins with them sharing how they have left an impact on the social media scene. This is a brilliant strategy since it helps audiences get a breakdown of the services offered without much ado
• In other slides, Buffer goes at length to share their milestones and how they’re planning to grow their reach in the years to come. This is one of the finest sales presentation examples because it’s systematic and they manage to bring the message home with every slide

Salesforce is renowned as being the driving force behind one of the world’s top CRM solutions, Sales Cloud. Through their ventures, they’ve been able to transform how enterprises (including fortune 500 companies), connect with clients.

• Salesforce crafted one of the best sales presentation examples because they were able to simplify the sale and help prospects further down the sales journey
• They also broke down the complex processes involved in simpler formats using visual diagrams and flowcharts
• By incorporating images and text overlay slides, Salesforce made a point of ensuring that you have a better understanding of what their services were all about

Microsoft’s subscription-based productivity suite is great for collaboration in the workplace. We’ve listed them out as one of the best sales presentation examples because they came up with a comprehensive layout that really spoke to the masses.

• The color scheme employed was in line with their productivity apps. By doing so, the designers sought to maintain synergy with the move acting as a clear show of consistency all around.
• The images used on every screen is a pointer to the fact that they have a dedicated team that aims to foster collaboration at the workplace. Commendably, the text sections also have a bright, vivid block of color to ensure clarity. This is a fantastic strategy since colors allow audiences to dart their eyes across the screen and focus on what really important

This end-to-end product management software comes in handy in supporting the product journey. If you’re a product manager, you’re surely going to love having it as a go-to tool since you have the power to convert great ideas into great products.

• The minimalist concept behind this approach makes it one of the most exemplary sales presentation examples
• The content layout is also super-duper. As you read through the informal tone, you get an impression that you’re actually conversing with a friend over coffee than actually sitting through a meeting getting pitched on why you should adopt a product
• The short sentences are also super engaging and the text in parenthesis gives you the impression that you’re actually getting the scoop on a trade secret

This fantastic platform was built with the sole intent of making the workplace a happy place to operate in. With Immediately, you get the opportunity to focus on the tasks that really interest you.

• By making use of stock photos and callout bubbles, Immediately perfectly illustrates various audiences’ pain points and helps create a sense of relatability
• There’s great personalization involved throughout the slides which helps the brand connect with various audiences. As a salesperson, you can borrow a leaf from this approach and embrace it to drive home the essence of your product.

Zuora is an enterprise software company does a great job of providing bespoke subscription-based services.

Through its ventures, the company has been able to produce one of the standout sales presentation examples. Here’s why we think they are definitely winning:

• Their presentation largely constitutes images and minimal text with thought-provoking facts
• The backgrounds are laden with images. This is a masterstroke since it helps personalize and distinguish the brand from the competition.
• The wordplay is excellent and the imagery used gives you a contemporary feel about things. This is perfectly in line with their brand message of how important it is to adapt to the times. If you think that they can help you position yourself in the market, then, you need not look further!

This online applicant sourcing and tracking software enables organizations to discover top talent by gathering implicit data from a large pool.

• Great graphical layout and use of white space to represent numbers. The colors incorporated are quite brilliant and go a long way in telling the narrative.
• The bulleted points have greatly help compartmentalize detailed content. You can implement this same approach if you’re looking to ensure that your audience follows the message.
• Compelling imagery is used to convey their brand message and compel prospects to take up their services

So there you have it. We’ve highlighted nine of the top sales presentation examples to get your creative juices flowing.

Hopefully, you’ll be able to convert more prospects into paying customers !

Do you think there are some sales presentation examples we’ve missed?

Which ones do you fancy?

Let us know in the comments section below!

Jack is known for leading the charge in sales innovation. He has a proven track record of working with top organizations to help them integrate social into their traditional sales process.

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