Building First-Call Decks That Win: Best Practices for a Powerful First Impression
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Building First-Call Decks That Win: Best Practices for a Powerful First Impression
I review a lot of first-call decks for clients… a lot. Over time, I’ve noticed the same issues pop up again and again. A good first-call deck shouldn’t feel like a pitch. It should teach, guide, and tell a story that connects with the audience. Here’s how I think about building and reviewing them.
Start With the Story
Every good deck tells a story. Here’s what I always look for:
- Who is the deck for? Who’s your audience? Are you talking to a CxO, a technical lead, or a business buyer? Shape your story around what matters to them—their problems, their language, and how they see the world.
- A clear agenda. The audience should always know where the presentation is going.
- Keep it short. Aim for about 15 slides. Most customers don’t want a long sales pitch… they want to learn something useful.
My Core Rules
When I’m reviewing or building a deck, I stick to these rules… or at least try to. (The truth is, not everyone takes my advice.)
- Be straightforward and clear. Skip the jargon. Each slide should have one clear message.
- Write strong headlines. The slide headline should say exactly what you want the audience to take away.
- Keep the word count down. Say what you need to in the speaker notes, not on the slide.
Design Matters
A deck isn’t just about words—it’s a visual experience. Design can make or break your message.
- Use visuals to tell your story. Images should support your story, not just decorate it.
- Make it beautiful. A clean, well-designed deck builds trust. No one wants to stare at a messy or ugly slide.
- Watch your font sizes. If it’s smaller than 18pt or hard to read, it doesn’t belong on the slide.
A Few Final Tips and Tricks
- When you use data or stats, limit it to three key points. Too many numbers overwhelm people.
- Remember: people read slides, so make sure they’re listening to you, not just the screen.
- Teach the presenter how to tell the story. The best deck is only as good as how it’s delivered.
Final Thought
A strong sales deck isn’t just about looking polished… it’s about making things clear, building trust, and starting a real conversation. The best ones don’t just get you through the first meeting; they make people want to keep talking.
