problem solution sales presentation steps

How to Design a Sales Presentation that Closes More Deals

Creating an excellent sales presentation isn’t just about throwing together a few pretty slides—it’s about crafting a strategic, well-structured story that resonates with your audience and drives a buyer to take action. 

Your sales deck must clearly communicate your value proposition, solve your audience’s problem, and provide a clear path to the next steps. This post will show you how to design a sales presentation that wins more deals from start to finish.

You may be facing challenges like limited time, design tools, and resources. Whether you’re a marketer building a digital campaign or a business communicator creating company reports, Noun Project helps you source and design with cohesive visuals. With access to thousands of customizable icons and images, you can create professional presentations even with limited experience. So, let’s dive in.

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1. Understanding the Core Components of a Sales Presentation

A great sales presentation starts with a strong foundation. The key to success is organizing your content into a structure that tells a clear and compelling story. Here are the essential slides every sales presentation should include:

Title Slide: Making a Strong First Impression

Your title slide sets the tone for your entire sales slide deck . Keep it clean, concise, and focused. Include your company name, logo, and a short tagline that immediately communicates your value proposition. Don’t clutter this slide with too much information; the goal is to create a powerful first impression that hooks your audience.

Enhancing the Title Slide with Icons and Images : Adding an appropriate image or icon can immediately signal what your presentation is about. Whether you’re conveying innovation, trust, or expertise, selecting the right visual adds weight to your first impression. A high-quality image can make your title slide more engaging without overwhelming it with text.

Customer Persona Slide: Tailoring Your Message

One of the most effective ways to win over your audience is by demonstrating that you understand them. A customer persona slide gives you the opportunity to showcase the specific audience you’re addressing. Highlight key pain points, motivations, and goals. This personalizes the presentation, showing that your solution is tailored to their unique needs.

Example: “We know [Customer Persona X] struggles with [Pain Point Y]. That’s why we’ve developed [Solution Z] specifically to address this challenge.”

Visualizing the Customer Persona Slide : Enhancing this slide with icons that represent specific characteristics of your target audience can make your message more impactful. For instance, using a simple icon representing technology for a tech-savvy persona immediately makes the slide more relatable. Customizable icons ensure consistency across your presentation.

Problem/Solution Slide: Showing Your Value

After establishing the persona, dive into the problem you’re solving. Focus on the pain points your audience faces, and then introduce your solution. Keep it simple, clear, and compelling. Use visuals to explain how your product or service solves the problem.

Pro tip: Include an infographic or a step-by-step visual guide that outlines the customer journey from problem to solution.

Using Infographics and Icons for Clarity : Icons help break down complex information and make it digestible. Consider using icons and infographics to visualize the journey from problem to solution, making it easier for your audience to understand. Stock photos can add a human element, making the problem and solution feel more relatable.

Case Study/Proof Slide: Providing Evidence

Case studies are powerful tools in any sales deck structure . They provide real-world examples of how your product has delivered results for other customers. Include before-and-after metrics, quotes from satisfied clients, or even a short story that demonstrates how your solution helped solve a major issue for another company.

Building Trust with Icons and Photos : Use icons to highlight key data points and stock photos to humanize your case studies. Real-world visuals, especially those depicting relevant industries, add credibility and help the audience connect with the success story.

Call to Action: Make the Next Step Clear

Finally, wrap up your presentation with a strong call to action . What do you want your audience to do next? Whether it’s scheduling a demo, signing a contract, or visiting your website, make sure the next step is crystal clear.

Icons in Your Call to Action : A simple arrow or action-oriented icon can visually emphasize your call to action , making it more compelling. Noun Project offers icons that can symbolize action , helping you guide your audience toward the next step.

2. Designing for Impact: Visuals Matter

Design isn’t just about making things look good—it’s about creating clarity. Poor design can distract from your message, while effective design can elevate it. Here’s how to use design to create an impactful sales slide deck :

Balance and Layout

A good rule of thumb is to keep slides simple and uncluttered. Too much text or too many visuals can overwhelm your audience. Use white space strategically to give breathing room to your content. Ensure that your slide layout has a logical flow, with important information placed where the eye naturally falls.

Visual Hierarchy

To guide your audience through your sales presentation , establish a clear visual hierarchy. Use icons, images, and headings to break up large blocks of text and highlight the most important information. Icons , in particular, can help you create this visual flow, allowing you to communicate complex ideas at a glance.

Consistency

Using consistent visuals is key to building trust and professionalism. A cohesive set of icons , fonts, and color schemes helps tie your entire presentation together. If you’re using images, ensure they represent your brand accurately and authentically, allowing you to design visually aligned slides across all your presentations.

Before & After Example :

• Before : A cluttered slide with too much text and mismatched images.
• After : A clean, simple slide with a single focus, using a few cohesive icons and well-organized text to drive home the point.

3. Building a Customer-Centric Presentation

At the heart of every great sales PowerPoint deck is the customer. Your audience isn’t interested in how great your product is—they care about how your product solves their problems. Here’s how to make your sales presentation customer-centric:

Research Your Customer Persona

Start by diving deep into your customer personas. What are their pain points? What motivates them? What are they trying to achieve? Tailor your messaging to these insights. Every slide should show how your product or service addresses these challenges and helps your audience achieve their goals.

Example: If your audience is made up of decision-makers in the B2B space, focus on efficiency, ROI, and scalability.

Using Icons and Photos to Reflect Your Audience : Visuals that reflect your audience’s industry, role, or demographic make your slides feel more personalized. Icons and stock photos can be selected to match these traits, adding to the relatability of your message and making it feel like it was created specifically for them.

Personalization is Key

One size doesn’t fit all. While the structure of your sales slide deck may remain consistent, you should personalize the content based on the audience you’re addressing. If you’re pitching to a new industry, tweak your messaging, case studies, and visuals to reflect that industry’s specific needs.

Content Focus

The most effective sales presentations are focused on the customer, not the product. Instead of listing all the features of your product, focus on the benefits it provides to the customer. Use testimonials, success stories, and case studies to make your points more relatable and impactful.

4. Best Practices for Structuring a Sales Deck

Now that we’ve covered the key slides and design elements, let’s look at how to structure your sales overview deck for maximum impact.

Introduction & Overview

Start with a high-level overview of who you are and what your company does. This is your chance to give a quick snapshot of your company’s value proposition. Keep this slide simple—your audience will appreciate the clarity.

The Problem

Once you’ve introduced yourself, dive into the problem your audience is facing. This should be specific and aligned with the pain points of your customer persona . Avoid being vague—show that you understand their challenges in detail.

The Solution & Product Overview

After defining the problem, introduce your solution. Use a product overview deck to explain how your product works and how it solves the problem. This is where visuals like icons and infographics can help communicate complex concepts clearly and quickly.

Proof and Case Studies

This is where you build trust. Use sales collateral like case studies, testimonials, and performance data to show that your product delivers results. Quantify the benefits where possible—numbers and statistics can make a powerful impact.

Enhancing Case Studies with Icons and Photos : Use icons to represent data points and stock photos to provide real-world context. Authentic images depicting your target industry can make the case study more relatable and build trust with your audience.

Call to Action

Every sales presentation should end with a strong, clear call to action . Don’t leave your audience guessing about the next step. Whether it’s setting up a meeting or purchasing a product, make sure you guide them on what to do next.

5. Tools to Enhance Your Sales Presentation

The right tools can make the difference between a good presentation and a great one. Here are some tools that can help you create a professional sales deck :

Icons and Images

High-quality visuals can instantly elevate your presentation. With millions of icons and photos available, you can find visuals that are perfectly suited to your brand and message in our library. Instead of wasting time searching for images that don’t quite fit, you can use a cohesive set that makes your sales collateral more impactful and professional.

Another time-saving tool is using pre-built templates for sales presentations . PowerPoint and Google Slides both offer customizable templates that allow you to create a polished presentation quickly. Combine these with icons and images , and you’ll have a powerful, well-designed deck in no time.

Example: A founder creating a sales overview deck might use a PowerPoint template, customize it with icons , and add relevant case studies to build a compelling pitch.

A well-designed sales presentation can be the difference between closing a deal and losing it. By understanding your audience, structuring your content effectively, and using the right tools and visuals, you can create a sales deck that captures attention, builds trust, and drives action.

Ready to create your own professional sales presentation? Explore Noun Project and start building a cohesive, impactful slide deck with icons and images that speak directly to your audience’s needs.

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A step-by-step guide to craft a winning sales presentation outline 

Get your team on prezi – watch this on demand video.

Anete Ezera February 08, 2023

Creating an effective sales presentation outline is crucial if you want to impress and persuade potential customers to purchase your products or services. Whether you’re part of a small startup or a large corporation, a well-crafted presentation can help you make a powerful and convincing case for your offering.

Crafting a successful sales presentation can be a challenging task. With the right knowledge and tools, you can create a winning presentation that communicates the value of your product or service while saving time in the process. Whether you’re giving a presentation in person or online, the key is to keep your audience engaged and interested in what you have to say. In this article, we’ll go over the basic structure of a sales presentation, offer tips for making as effective a sales presentation outline as possible, and provide some great sales presentation templates and examples you can use for inspiration.

The structure of a sales presentation

• Introduction

The introduction of your sales presentation should grab your audience’s attention. It also should give them a sense of what they can expect from the rest of the presentation. Start by introducing yourself and your company, and then provide a brief overview of the product or service you’re going to be discussing. This is also a good opportunity to establish a connection with your audience by finding common ground or addressing any pain points they may be facing.

• Problem Statement

After the introduction, it’s important to clearly define the problem or challenge that your product or service is designed to solve. This will help your audience understand the need for what you’re offering. It’ll also set the stage for the next section of the presentation.

Now that you’ve clearly defined the problem, it’s time to introduce your solution. This is where you’ll provide detailed information about your product or service, including its features, benefits, and any relevant case studies or testimonials. It’s also the time to address any potential objections or concerns that your audience may have.

• Demonstration

If possible, include a live demonstration or visual aids like images, videos, or diagrams in your presentation. This will help your audience see how your product or service works in action and will provide a better sense of its value.

• Call to Action

The final step of your sales presentation is to ask for the sale. This can be as simple as asking for the order or booking a follow-up meeting. Be sure to remind your audience of the benefits of your product or service, and make it easy for them to take the next step.

Sales presentation outline tips

When crafting your sales presentation outline, there are a few things you have to keep in mind to make the presentation a true success. Take note of the following sales presentation structure tips that’ll help you create a presentation that stands out and makes an impact. 

Start your presentation right

The first impression is everything. Grab your audience’s attention with a compelling start of the presentation – introduce a shocking statistic, tell a story, or display a capturing visual. This way you’ll catch people’s interest right from the start. 

Support your claims

Use data and customer testimonials to support your claims about the key problem or pain point your product or service tackles.

Make an impact with data visualizations

Add interactive visuals such as graphics and charts to display statistics and other data in an engaging manner. Use Prezi Design to create these visuals. Also, use dynamic visuals, images, and videos – that’ll make the presentation more engaging and interactive.

Have a well-defined structure

Make sure to use a clear and consistent structure throughout the presentation, with a clear beginning, middle, and end. You want your presentation to feel like a story that’s well-formatted and thought-out. 

Highlight your USP

Clearly define your Unique Selling Proposition (USP) and highlight it throughout the presentation. Emphasize your USP using bold statements, impactful data, and eye-catching visuals.

Use storytelling techniques

Make your presentation more engaging and memorable by applying storytelling techniques. Swap your slide-based presentation for a Prezi presentation that elevates the storytelling experience. The non-linear format allows you to jump between topics instead of going through slides. This way your presentation will feel more like a conversation rather than a speech, making it a much more engaging and interactive experience.

Practice to make it perfect

Practice your delivery and timing to ensure that you stay within the allotted time and keep the audience engaged. This will help you define your sales presentation structure as you’ll notice what presentation parts take longer to discuss and where you need to add more content or context.

End your sales presentation on a memorable note

End your presentation with a clear call to action that leaves a lasting impact. Apply visuals, like images, data visualizations, videos, and animations to catch people’s attention. Also, remember to include contact information so the audience can follow up with you.

By incorporating the tips outlined above, you’ll be well on your way to creating an effective sales presentation that’ll help you close more deals. Remember that each presentation is unique and needs to be tailored based on the audience and context.

Great sales presentation examples

Developing a powerful sales presentation from scratch can be challenging. Seeking inspiration from existing successful examples can assist in creating a presentation that’ll leave a lasting impression on your audience. That’s why we’ve compiled a list of great sales presentation examples that score in presentation design and structure. 

Sales presentation on communicating key business elements

This presentation examines how to better define the purpose, vision, mission, values, and key business metrics. It’s a great example of a visually appealing and engaging sales presentation structure that scores in presentation design. It’s easy to navigate the presentation as you can zoom in and out of topics. Also, the visualization of a table as topic placement creates a compelling layout. The overall structure of the presentation has a natural and logical flow, going from background information to an action-based plan. 

Salesforce presentation

If you’ve ever wondered how to turn your workforce into salesforce, this presentation provides a clear guide that makes it easy for you to dig deep into this topic. The visual format clearly represents the topic and captures attention with the highlighted title and topics. 

Also, when viewing this presentation, you can zoom in and out on topics, deciding what you want to read about first. The layout is simple and straightforward, leaving no room for confusion. The presentation is structured to introduce the topic first, then go to 3 main talking points, and finally lead to tips that leave the audience with an action plan in mind. The presentation design also helps to navigate and understand the content better.  

Sales kickoff presentation

What makes a good sales kickoff? This presentation provides a step-by-step guide to having a great sales kickoff using powerful visuals and a well-defined structure. 

The steps are visualized as American football icons and illustrate the order in which they should be discussed. This provides an engaging viewing experience with a clearly defined outline that navigates the audience throughout the presentation

Creating an effective sales presentation outline is crucial for impressing and persuading potential customers to purchase your products or services. Crafting an effective sales presentation involves understanding your audience’s needs and customizing the presentation to suit them. The basic structure of a sales presentation includes an introduction, problem statement, solution, demonstration, and call to action. To make your presentation a success, it is important to start with a compelling introduction, support your claims with data and customer testimonials, use data visualization to make an impact, and have a well-defined structure. By following the tips and using the examples provided in this article, you can create a winning sales presentation that effectively communicates the value of your idea, product, or service and keeps your audience engaged and interested.

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Solution Selling: The Ultimate Guide

Updated: August 25, 2021

Published: July 24, 2017

You've probably heard of solution selling — it might even be your strategy of choice.

It's a sales methodology that became popular in the 1980s, and it's based on a pretty simple premise: A salesperson diagnoses their prospect’s needs, then recommends the right products and/or services to accommodate them.

The prospect might not know they have a problem or opportunity, let alone what it looks like, how urgent or important it is, and how they should address it. That makes the salesperson an important resource — one that can help a prospect both understand and react to their situation.

What is solution selling?

Solution selling is a sales methodology where a salesperson holistically considers a prospect's needs, so they can recommend specific products or services that will best accommodate their individual problems and concerns.

Solution selling is one of the best ways salespeople can sell with empathy. It also takes critical thought and a firm grasp on a prospect's general circumstances.

In some cases, selling a product for the sake of selling a product can be fairly surface level.

Selling a solution runs deeper. You need some degree of knowledge of a prospect's industry, the unique challenges they face, what similar customers have gone through, and their overall goals to diagnose and present solutions for their problems.

This kind of selling is common among certain businesses and suits some specific situations. Let's take a closer look at those elements.

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When is solution selling used?

Solution selling is ideal for industries with highly customized products and/or packages. For example, a company that offers a cloud storage platform along with maintenance and security services will probably create a unique bundle for each of its customers.

The salesperson will figure out how much data her prospect needs to store, how many devices he'll be accessing his files on, what kind of extra features and support he'll need, and so forth.

What does it mean to sell solutions, not products?

Selling solutions means thinking beyond the immediate. Cliche as it might sound, it's about the bigger picture. Product specs and features are important, but they're not the focal point of well-executed solution selling.

This brand of sales emphasizes the "why" over the "what" of a potential sale. "What" your selling takes a back seat to "why" your prospect needs it. Consider a cybersecurity consulting firm trying to sell a midsize retail business a cybersecurity risk assessment.

If the firm was fixated on solely selling the assessment itself, it would mull over the general benefits of the service — " Our assessments cover virtually every relevant risk concern and help businesses understand where they have room to grow. Long story short, we make them more secure."

If that firm sold the service as a solution , it would probably:

• Pin down the risks most relevant to the prospect's industry.
• Determine the common security challenges a business of that size might face.
• Stress the specific aspects of the assessment that cover those bases
• Offer a picture of how that company can expect to improve as a result of its engagement with the firm.

This kind of approach might start with something like this:

"We find that retail outlets, like yours, tend to employ younger workers who are more prone to social engineering attacks like phishing. Our assessments feature penetration testing to simulate those breaches and see where and how you might be most vulnerable to them — along with several other services to cover virtually any other risk scenario.

"Ultimately, we have an exceptional track record working within your industry. The risk forecasts and actionable solutions that come with our assessments can help you bolster your cybersecurity infrastructure, appropriately train your staff, and get ahead of any vulnerabilities that can compromise the safety and soundness of your retail transactions and business operations going forward."

It's the difference between "what" and "why" that separates the two concepts. In most cases, it helps to support your description of "what" the product is with an idea of "why" it will be valuable.

Solution Selling Benefits and Disadvantages

Now that you know a little bit about solution selling, let’s dive into the pros and cons of using this method so you can decide if it’s the right strategy for your team.

One great thing about solution selling is that it uses a tailored approach to selling. Many times, sales reps try to fit the prospect to the product instead of the other way around.

With solution selling, it’s all about understanding the prospect’s needs and understanding which features within your products or services will benefit them most.

As such, customers don’t feel like they’re just being sold features, but instead are getting answers to their bigger scale business issues.

As for the disadvantages, there are a few to consider. Solution selling often requires following a question-and-answer format, this can lead to a conversation that’s quite stale and inflexible.

You may also find that reps rely too heavily on their set of questions and don’t allow the conversation to flow naturally. Prospects may feel like the conversation feels more like an interrogation that will corner them into making a purchase.

Lastly, some argue that solution selling is less valuable today, as prospects already know what solutions they need. Because so much information is readily available to anyone online, prospects no longer rely as heavily on sales reps for diagnosing and solutioning.

They may have already done their research and reached the stage where it’s all about comparing prices and terms.

That’s why some sales leaders opt for insight selling , in which sales reps help prospects understand their unknown needs rather than known ones.

Get Started With Solution Selling

Use this three-step plan to begin solution selling:

1. Identify common pain points.

Figuring out your customers’ most common pain points might be the most important part of the process — without this information, you can’t effectively target prospects or present your solution.

Analyze your won deals to see which problems prompted prospects to buy your product. Ask them, " What factored into your decision to work with us? " and " When did you decide to solve [problem], and why? "

2. Develop your questions.

Once you’ve figured out the most pressing problems your product solves for buyers, develop a set of questions that’ll help you diagnose prospects.

Having the right questions prepared means you’ll spend the majority of the sales conversation focused on the buyer and their company, rather than your product and its features.

Start with broad, open-ended questions that probe into the relevant aspects of your prospect’s business. Then get more narrow — you’re looking for specific facts and figures that will help you build a case for your solution.

3. Practice selling value.

Solution selling is effective because it focuses on the ROI of a product, not its feature set or sticker price. Whether you’re a sales manager or individual salesperson, make sure you understand and can demonstrate your product’s value.

It might be helpful to consider these questions:

• How is life easier with your product? Which challenges or tasks are eliminated or reduced?
• Does your product save the buyer time? If so, how much? What could they accomplish in those minutes, hours, or days?
• Does your product save the buyer money? If so, how much? What could they accomplish with that amount?
• How does your product influence others’ perceptions of your prospect? Do they look more credible, important, effective, or successful?
• What’s the impact on your prospect’s bottom line one month after buying your product? Six months? A year?

Practice highlighting the answers to these questions to your prospects.

Solution Selling Process: 6 Essential Steps

• Prospect: Look for a prospect with a problem your product solves.
• Qualify: Understand the decision-making unit (DMU).
• Discover: Diagnose the buyer’s needs and propose solutions within your product or service.
• Add value: Develop a customer champion and gain access to key decision-makers.
• Present: Offer a custom solution and demonstrate its ROI.
• Close: Come to a mutually beneficial agreement.

"Solution selling" is used pretty broadly these days, but salespeople using this methodology typically follow this sales process:

Originally published in 1995, this book is one of the most comprehensive and popular pieces on solution selling. It’s authored by Bosworth, a successful B2B sales leader with over 20 years of experience.

The book offers a blueprint on how to sell products and/or services for which traditional sales techniques aren’t effective. It dives into the issues both sales reps and prospects face during the sales process, offers use cases to facilitate understanding, and presents solutions to common roadblocks.

While things have certainly changed since the publication of this book, there are fundamental principles that still apply today. It’s what you’d call an oldie but a goodie.

2. " The New Solution Selling" by Keith M. Eades

Nearly 10 years after the original "Solution Selling" book was published, Eades published what many call the sequel.

While many sequels fail to live up to the hype, this one doesn’t disappoint.

In this book, Eades builds off known solution-selling concepts and introduces new ones. He presents a more streamlined approach to solution selling to help sales teams achieve their goals.

Need another reason to buy this? It comes with a workbook, which will further your understanding of the concepts introduced in the book and help you implement them in your day-to-day.

3. " Solution Selling: The Strongman Process" by Ed Wal

One of the most recent books on this sales tactic was published in 2016 by sales trainer Ed Wal.

It’s been described as a must-read, "no-nonsense" book that gets straight to the point and provides step-by-step instructions on how to sell solutions.

Because this book was written so recently, it tackles solution selling from a modern perspective. Accounting for changes in both how sales reps and consumers operate.

Is solution sales dead?

Some believe solution selling isn’t effective anymore.

Since 2012, sales leaders Brent Adamson, Matt Dixon, and Nicholas Toman have argued that a solution sales rep can be more of an annoyance than an asset.

"Customers didn’t know how to solve their own problems, even though they often had a good understanding of what their problems were," they write in their book " The Challenger Sale . "But now, owing to increasingly sophisticated procurement teams and purchasing consultants armed with troves of data, companies can readily define solutions for themselves."

But that's not to say that solution selling has lost all relevance. It’s always possible to reveal problems buyers don’t know they have.

Salespeople who follow this model look for customers with emerging needs or who are in flux who can make decisions quickly. For example, a rep might target a company with a brand-new CEO who’s looking to make their mark.

"Since they’re already reexamining the status quo, these customers are looking for insights and are naturally more receptive to the disruptive ideas that star performers bring to the table," the authors write.

They give an example of a top business services salesperson who walked into an hour-long RFP presentation with several executives.

He handed them his firm’s report.

"Because we have only 60 minutes together, I’m going to let you read that on your own," the rep said. "I’d like to use our time to walk you through the three things we believe should have been in the RFP but weren’t, and to explain why they matter so much."

The executive team dismissed the other two vendors and began the RFP process from scratch.

Is this solution selling? In this example, the salesperson didn’t conform to his prospect’s needs — he redefined them. Nonetheless, the focus on needs and solutions is still there. I’d say this is an updated form of solution selling.

The core principles of solution selling are valuable whether you follow the methodology to the tee or use a different one: Consider how your product can help your prospect specifically, then craft them a custom solution or strategy.

Take this approach, and you'll never hurt for sales.

Editor's Note: This post was originally published in Dec 2020 and has been updated for comprehensiveness.

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