How to create a high-converting Sales Deck for your SaaS startup

🎁 Free Sales Deck Template (Pitch) + 2 sales deck examples

Alexander Estner

and

Florian Goertzen

Dec 01, 2024

Hey - it’s Alex, this time together with Florian!

Today we cover:

1️⃣ The structure of your sales deck

2️⃣ Read-to-use sales deck template for you

3️⃣ Real examples of SaaS startups using the sales deck structure

Bonus: List of my vetted Go-to software tools for early-stage SaaS startups

The structure of your sales deck

Your sales deck is only as good as your GTM strategy.

❌ This means that if you lack a clear positioning and don’t know how to talk about your product (aka messaging), your sales deck won’t work.

So before you create your sales deck, get your GTM foundations right:

1️⃣ Ideal Customer Profile

2️⃣ Positioning

3️⃣ Messaging

👉 Each element of the SaaS messaging framework relates to 1 slide on your sales deck.

Your sales deck is not:

❌ A list of all your features.
Overloading with features dilutes the focus on solving the prospect's specific pain points.

❌ A presentation of your vision.
Prospects care about immediate solutions, not your 5-year roadmap.

❌ A VC pitch deck.
Sales decks should focus on the customer, not investors.

❌ A wall of text.
Slides overloaded with information. One slide = 1 message.

❌ A technical manual.
Avoid diving deep into technical details. It’s not your documentation or help center.

Your sales deck is:

Instead, your sales deck is a structured way to share your POV.

It’s guiding your potential clients from the shitty status quo to the desired outcome.

In a nutshell, it’s about telling a story of:

✅ how they currently do ‘usecase’

✅ what the problem and limitations of this are (why it matters)

✅ how they overcome the current situation using your product

✅ what they will achieve (results)

✅ that they can trust you and that they are not alone (social proof)

A great sales deck:

✅ guide you/your salesperson during a sales meeting

✅ helps you to share your POV and set the context

✅ makes it easier to sell with a story

✅ helps the prospects to follow you (during the demo)

✅ allows you to add social proof very naturally

✅ is a great material for prospects to use internally after the demo

So let’s go slide by slide to give you a great structure for your sales deck 👇

I will share:

what content needs to be on each slide and
what’s the goal of the slide (what the takeaway for your prospect is).

Slide 1: Cover Slide

Add your company name, company logo, and your 1-sentence description.

🤔 'Sounds cool, the design looks also good...Let's get started...'

Slide 2: Market Insight / Macro trend

Set the context. Share your insight about the market. What's changing and why it matters?

🤔 'Wow. That's shocking/interesting/awesome. Curious how/why this is relevant...'

Slide 3: The problem

What is the problem for them? Why it is a real pain?

🤔 'Oh shit. I have this pain and it sucks...'

Slide 4: Status Quo (Old way)

Describe the (shitty) status quo of your ideal customers.

🤔 'That's me. I know this situation...'

Slide 5: Solution (New way)

High-Level Information about your Product

🤔 'I get the context of WHAT you do. I'm interested in more details.'

Slide 6: Solution

Highlighting the top 3 Capabilities & Features

🤔 ‘I now understand what I can do with the product (but not how - it's not a training)'

Slide 7: Product Demo

(—> Now you switch to screen sharing your product)

Now you switch to presenting your product (the actual 'product demo')

🤔 'Focus on the main USECASES and how it solves the problem of the prospect'

Slide 8: Benefits

Explain what's in for them! Focus on max. 3-4 benefits.

🤔 'That's cool (and believable and relevant).I want the same results.'

Slide 9: Trust/Social Proof

Add Social Proof elements. Case Studies, Testimonials, Reviews, Badges, Logos.

🤔 'Wow, they work with very similar companies to us. They need to be good'

Slide 10: Pricing

How do you charge clients? What pricing plan is for whom?

🤔 'Okay, I understand that plan X is right for us & it costs X€ + I see a realistic ROI'

Slide 11: Why now/Cost of inaction

Emphasize why they need to act now. Remember, not making a decision (staying with the status quo) is your number 1 lost reason.

🤔 'We need to act now. Continue doing as it is painful/expensive'

Slide 12: FAQs/Objections

Proactively share the most common objections and your answers to them (concern handling).

🤔 'Yes those were my concerns. But this sounds solid. They earn trust points.'

Slide 13: Next Steps / CTA

What do you want them to do next? Provide guidance. (Free trial, Book demo, etc.)

🤔 'I exactly know what I need to do next. Will do this right now...'

So now you know the secret structure of a powerful sales deck.

Ready-to-use sales deck template

We’ve created a template for you (in Pitch) to make it easy to get started.

Get free Sales Deck Template

If you prefer working in Miro, check out an older version of the sales deck.

Get Sales Deck (in Miro)

Real sales deck examples of SaaS startups (Coana & Locaboo)

See some real examples of sales decks of SaaS startups I’m working with.

See Locaboo's Sales Deck

See Coana's Sales Deck

Special Offer 🎉 Sales Deck done for you

Get your ready-to-use Sales Deck for your B2B SaaS.

What’s included in the package?

Audit of your existing sales deck
90min 1:1 SaaS Messaging framework review session (required for the sales deck development)
Development of your sales deck in pitch
The final design of your sales deck

Deliverables:

Ready to use Sales Deck (in Pitch) - design + messaging

Investment: 2500€

Get your sales deck done

Happy growth 🚀

Alex

3 ways I can help you grow your SaaS to €1 million ARR 🚀

Build your GTM strategy with my free SaaS GTM Strategy Workbook (helped 4000+ SaaS leaders)
Get access to 100+ actionable SaaS growth tactics (helped 250+ SaaS leaders) - 100% positive ROI guarantee.
Work 1-on-1 with me - GTM Advisory for early-stage SaaS founders on their way to €1 million ARR (1 free spot - limited to 8 founders).

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