Sales proposal deck

What it's for

A sales deck answers "should we do this?". A proposal answers "what exactly are we agreeing to?". The proposal deck turns the agreement in the room into something a finance team, a legal team or a managing director can approve.

It is often read without you there to explain it, so every number and promise has to stand on its own.

When to use it

• After the buyer is broadly convinced and asks what it would take to go ahead.
• When you are walking a buying group through scope and pricing on screen.
• When the document will be forwarded to approvers who weren't in earlier meetings.

A recommended structure

11 slides, one idea each. Adjust the depth to the meeting in front of you.

1. 01
   TitleThe buyer's name, the project and the date.
2. 02
   SummaryProblem, proposal, expected result and next step on one slide.
3. 03
   Their situation and goalsMatching the language from the sales deck.
4. 04
   What we proposeThe approach in a few plain sentences.
5. 05
   ScopeWhat you will deliver, and just as important, what you won't.
6. 06
   TimelineKey milestones, owners and any dependencies on the buyer's team.
7. 07
   Team and responsibilitiesWho does what on both sides.
8. 08
   PricingLine items, taxes such as GST where they apply, payment schedule and validity date.
9. 09
   Assumptions and termsWhat the price depends on, contract length and renewal terms.
10. 10
    How to proceedWho signs, how, and what happens the week after.
11. 11
    AppendixDetailed terms, security information and anything else an approver may need.

Mistakes to avoid

• Numbers that don't match the sales deck. A figure outside the range you showed earlier needs an explanation, or trust drops.
• Leaving scope open. Unstated exclusions become disputes later. Say what isn't included.
• Headlines that need narration. Write full-sentence headlines; the reader may never hear you present it.
• Sending it weeks later. A proposal that arrives long after the meeting has to rebuild the momentum the meeting created.

Read more