Saturday, July 20, 2019
Building Proposal Slides That Reviewers Choose
Updated September 2026: in 2019 I wrote about a review where the offshore lead shared a slide from his repository, and the onsite contact later told me my version was better and would be the one used. I have rewritten it as a guide to building slides that reviewers choose.
During the review, the onsite delivery lead asked for a specific slide. The offshore lead searched his repository, shared one with the team and explained why it mattered. Everyone agreed it was important and we moved on to the rest of the deck. Later, while I was making small tweaks, the onsite contact called me onto the bridge. He said my slide was far better than the one the offshore lead had shared and that he would use mine. The opportunity closed soon after.
Why do some slides get chosen over others?
Usually because they answer the client's question directly. A generic slide from a repository explains your company. A slide built around the client's requirement explains why your solution fits them. Reviewers under time pressure pick the second one.
What makes a proposal slide work?
- A headline that states the point, not just the topic.
- The client's own terms, taken from their questionnaire or brief.
- One idea per slide, with detail moved to an appendix.
- A clear visual, such as a simple diagram, instead of dense text.
- Consistent formatting with the rest of the deck.
How should you use a slide repository?
As a starting point. Pull the closest slide, then rewrite the headline and content for this client. A repository saves time on layout and standard facts, but a slide used unchanged often looks like one.
How do you handle it when your work is preferred?
Quietly. There is no need to point out that your version replaced a colleague's. Offer to merge the best parts of both, and share your template so others can reuse it. That builds goodwill with the colleague you will work with on the next deal.
What should you do after the deal closes?
Add the winning slide to the repository with a note on what made it work, and remove older versions that no longer help. A tidy repository makes the next deck faster.