Growth Bites: The 6-Part Sales Deck Structure That Moves UK Buyers

with Vinit Shah, Founder and Managing Director of the London School of Sales

Drawing on 20+ years of experience and his work with founder-led tech companies expanding into the UK, Vinit helps you reframe the way you approach your sales deck, starting with what your UK buyer actually wants.

In the previous episode, we covered the foundational work that must happen before building your sales deck.

Now, we shift gears; it’s time to turn that clarity into a compelling sales narrative.

Vinit Shah shares the 6-part structure he uses to help founder-led businesses craft decks that resonate with UK buyers, decks that don’t just inform, but also engage and convert.

From Strategic Clarity to Sales Storytelling

You’ve done the groundwork. You defined your ICP, sharpened your value wedge, and gathered credible proof points.

Now comes the part most founders get wrong:

📚 They overwhelm with slides.

⚙️ They default to product features.

🎤 They pitch instead of guiding.

💬 They miss the moment to truly connect.

A great deck doesn’t just explain what you do, it shapes how the buyer thinks. It moves them from confusion to clarity, from curiosity to commitment.

This isn’t about building slides. It’s about guiding the buyer through a decision-making journey. Your deck is a tool that helps buyers align, believe, and act.

📊 Whether you're pitching a CEO, a CISO, or a commercial lead, this structure keeps you focused, relevant, and story-led.

The 6-Part Sales Deck Structure

Buyers don’t want more slides. They want sharper thinking.

This structure helps you guide, not just present, so every slide moves the conversation forward.

1. Hook

Grab attention from the first moment. Start with something that sparks curiosity or tension:

• A market shift they can’t ignore
• A relatable, uncomfortable truth
• A trend that’s already impacting their world

🧠  This isn’t about you, it’s about the problems they’re already thinking about.

2. Frame the Challenge

Describe what’s broken in their world. Not from your perspective but through their lens.

• What’s the cost of staying the same?
• What’s changed that they haven’t adapted to yet?
• What inefficiencies or misalignments are holding them back?

Use their language, their pain, their urgency.

3. Visualise the Future

Now shift the tone from frustration to possibility.

• Show them what success looks like with emotional and practical benefits
• Paint a picture of alignment, speed, clarity, and confidence
• Make it feel tangible, like they can reach it

💡 The goal here is belief: “Yes, this is what we want.”

4. Position the Solution

Now and only now introduce your product or solution. But keep it focused:

• Highlight your value wedge where your impact is strongest
• Prioritise what matters most to them, not everything you do
• Show how your strengths uniquely solve their problem

Less is more. Relevance is power.

5. Endorsement & Success

Back it up with credibility.

• UK-based results, clients, stats, or partnerships
• Tangible business outcomes, not just happy quotes
• Show you’ve solved similar problems for people like them

🧠 Proof creates permission. It lowers risk and raises confidence.

6. Clear CTA

End with momentum, not with a thank you slide.

• Suggest a meaningful next step: assessment, meeting, trial, download
• Make the action easy and the benefit obvious
• Avoid vagueness, tell them exactly what to do next

This is how you move from slide deck… to sales motion.

Final Takeaways

💡 Your sales deck isn’t just a pitch.

 It’s a thinking tool that helps the buyer believe, align, and act.

Use this structure to:

 ✔️ Guide the conversation, don’t dominate it

 ✔️ Lead with context, not credentials

 ✔️ Make your buyer the hero of the story

And remember:

Your job isn’t to show everything. It’s to show what matters most to them.