Company presentations

A company presentation is a sales tool

In B2B sales, a company presentation often travels further than you do. You present it to a manager on Zoom, they like it, and then they forward the PDF to their director, the finance team and maybe a colleague in another office. Those people make the decision without ever hearing you speak. If the deck only works with your voice over it, it stops working at exactly the moment it matters.

That is why I build two versions from one storyline: a presenting deck with short, visual slides, and a reading version with enough text that someone can follow it alone.

Start with the buyer, not the company

Most company decks open with the founding year, the mission statement and a team photo. Buyers do not care yet. They care about their problem. A storyline that works for most small and mid-sized firms looks like this:

1. The situation. What your client is dealing with, in their words.
2. The cost of doing nothing. Downtime, lost sales, compliance risk, wasted hours.
3. Your approach. How you solve it, in three or four steps, not forty.
4. Proof. Real projects, numbers you can stand behind, photos of actual work.
5. What working together looks like. Timeline, who does what, what the client needs to provide.
6. Options and next step. Packages or a clear call to action.

Your history and team still belong in the deck, usually near the end, where they support trust rather than delay the point.

Slide design that helps, not decorates

Good slides do one thing each. A single statement, a single chart, a photo with a short caption. I use your brand colours and fonts, real photos of your work wherever possible, and simple diagrams for processes. Charts are stripped to what matters: one line highlighted, the rest greyed out, the conclusion in the title. If you do not have a consistent visual style, the deck can follow a light set of rules that later becomes part of your visual identity.

Proposals and capability decks

The same principles apply to sales proposals and capability statements for tenders. For proposals, I create a template your team fills in for each client: the fixed sections stay polished, the variable sections are clearly marked. For capability decks sent to procurement teams, structure matters: clear sections, easy-to-find certifications or insurance details you already hold, and project references they can check. Firms selling to governments or large Canadian companies often need a French version as well, which would come from their own team or translator; the decks I make are in English.

A template your team will actually use

One of the most useful outcomes is an editable master in PowerPoint, Keynote or Google Slides. It includes title, content, chart, quote and photo layouts, locked brand elements, and a short guide on how to add new slides without breaking the design. Sales staff stop rebuilding decks from scratch, and every presentation that leaves your company looks like it came from the same business.

Where presentations fit with the rest of your marketing

A deck often reuses the core message from your website and LinkedIn. If that message is fuzzy, it is worth fixing first through value proposition work. The proof slides can link to case pages on your site, and the deck itself can be shared from the owner's LinkedIn profile in the Featured section. For the words themselves, my approach to copywriting applies here too: customer language, specific benefits, one next step.

What you get

A storyline, slide copy and design made by me, with presenting and reading versions, an editable master and three rounds of revisions. Deadlines are agreed in writing before work starts, and all files are yours.