Sending pitch decks to clients differs from investor outreach. Clients evaluate solutions, not investments. They care about their specific problems, not market size.
Yet most sales teams use the same broken approach. Generic PDF attachments. No visibility. Guessing when to follow up.
This guide covers the systematic approach to client pitch deck distribution. Based on what actually closes deals.
Track every client interaction
Before sending anything, set up proper tracking. You need to know how clients engage with your pitch.
Which solutions interest them? Where do they spend time? Are they sharing internally?
Ellty shows you everything. Upload your deck, get tracking links, see detailed analytics. Know exactly when and how to follow up.
Free tier covers 50 documents. Professional features from $29/month.
How to send pitch deck
Never attach large files
Client email servers are stricter than personal accounts. Many block attachments over 5MB. Your beautiful deck becomes a delivery failure.
Use trackable links instead. No size limits. Works on any device. Updates automatically when you refine content.
Set up tracking
Upload to Ellty. Get a professional link. See real-time engagement data.
Track who's viewing. Which sections get attention. When they return. If they're sharing with colleagues.
Example: Notice procurement spent 10 minutes on pricing? Prepare for negotiation. Technical team focused on integration slides? Ready your implementation details.
Links settings
Avoid passwords unless specifically requested. Set appropriate expiration dates - usually 30-60 days for client pitches.
Keep ability to update. Pricing change? New case study? Update the deck without sending new links.
Know your audience first
Identify all stakeholders
Clients rarely decide alone. The person requesting your deck might not be the decision maker. Finance weighs in on budget. IT evaluates implementation. Legal reviews contracts.
Map the buying committee early. Your champion can help identify who else needs to see your pitch.
Understand their current state
What are they using now? What's broken? What triggered their search? Your deck should address their specific pain, not generic benefits.
Research their company news. Recent funding? New leadership? Market expansion? Context shapes your positioning.
Match their buying process
Enterprise clients have formal procedures. SMBs move faster but need clearer ROI. Startups want innovation but worry about vendor stability.
Adapt your deck structure to their evaluation style. Don't force your process on their organization.
Prepare your materials
One deck doesn't fit all
Your standard pitch won't work for every client. Core messaging stays consistent, but emphasis must shift.
Manufacturing client? Lead with efficiency and reliability. Tech startup? Focus on innovation and scalability. Financial services? Security and compliance upfront.
Keep modular sections you can rearrange based on client priorities.
Include clear next steps
Unlike investors who might take months, clients often move quickly when interested. Your deck should guide them forward.
Include pricing overview (not detailed quotes). Implementation timeline. Success metrics. Make it easy to say yes.
Design for internal sharing
Your champion will forward your deck. Make their job easier. Clear executive summary. Standalone value props. No inside jokes or assumptions.
Each slide should work independently when screenshots get shared in Slack.
Writing client emails
Subject lines that work
"[Your Company] - [Solution] for [Client Company]"
Example: "TechCo - Inventory Management Platform for Acme Corp"
Clear. Professional. Easy to find later.
Email structure for clients
Opening: Reference their specific need.
"Hi Sarah, Following our discussion about inventory challenges, I'm sharing our platform overview."
Value summary: Their problem, your solution.
"You mentioned manual tracking costs 20 hours weekly. Our automation typically reduces this by 85%."
Deck introduction: What they'll find.
"The attached deck covers our solution, implementation approach, and ROI data from similar companies."
Clear next step: Make it easy.
"After reviewing, I'd suggest a 30-minute technical demo with your team. My calendar is linked below."
Real examples
Example 1 - Enterprise: Subject: "DataFlow - Supply Chain Solution for GlobalManufacturing"
"Hi Tom, Thank you for outlining your visibility challenges across suppliers.
Your description of delayed shipment notifications costing $2M quarterly matches exactly what we solved for SimilarCorp.
This deck details our approach: [link]
I'd recommend a workshop with your operations team to map your specific workflows. Available next Tuesday or Thursday."
Example 2 - SMB: Subject: "QuickServe - Customer Support Platform for GrowthCo"
"Hi Jennifer, Your team's 48-hour response time is hurting retention - I understand the urgency.
We typically get response times under 2 hours within 30 days of implementation.
Details here: [link]
Could we schedule a quick demo this week? Your team can test drive the platform immediately."
How to follow-up
Use engagement data
Ellty reveals buying signals. Quick scan means not interested. Deep dive indicates real evaluation.
Multiple viewers from same company? Internal discussion happening. Returning to pricing repeatedly? Budget conversation underway.
Time your follow-up based on behavior, not arbitrary schedules.
Follow-up templates
After thorough review: "Hi [Name], Noticed you spent time reviewing our integration approach. Happy to schedule a technical deep-dive with your team."
After team viewing: "Hi [Name], Looks like you've shared our deck internally. Should we set up a group demo to address everyone's questions?"
Re-engagement: "Hi [Name], Saw you revisited our ROI calculations. Happy to build a custom model with your specific metrics."
Common mistakes
Generic positioning: Every client thinks they're unique. Show you understand their specific situation.
Missing social proof: Include relevant case studies. Similar industry, size, or challenge.
Unclear pricing: Don't hide costs. Range is fine, but give them budgeting guidance.
No urgency: Why buy now? Quantify the cost of inaction.
Tech overload: Features don't sell. Outcomes do.
Close more deals with tracking
You've learned the process. Now execute with the right tools.
Ellty transforms pitch deck distribution from guesswork to science. See exactly how clients evaluate your solution. Know when to follow up. Understand what matters to them.
What you get:
- Real-time alerts when clients view your deck
- Page-by-page analytics revealing interest areas
- Team sharing visibility
- Automatic version control
- Professional branded links
Stop sending blind attachments. Start tracking client engagement properly.
FAQs
Should I include pricing in client pitch decks?
Include pricing ranges or starting points. Full quotes belong in formal proposals, but clients need budget context to evaluate fit.
How long should a client pitch deck be?
15-20 slides maximum for initial outreach. Focus on their problem, your solution, proof it works, and next steps. Save detailed specs for later.
What if a client shares my deck with competitors?
Use trackable links to see where decks go. Include confidentiality notices. Watermark sensitive information. But remember - if they're sharing with competitors, they might not be serious buyers.
When should I send a pitch deck vs scheduling a meeting first?
Send decks when: They specifically request it, you've already qualified them, or they need internal buy-in before meeting. Meet first when: Deal size justifies it or solution requires demonstration.
How do I handle procurement departments?
Procurement focuses on different metrics than your champion. Prepare supplementary materials covering compliance, insurance, references, and standard terms. Track their engagement separately.
Should I customize every client deck?
Customize the first 3-5 slides to their specific situation. Keep solution slides consistent. Always update case studies to match their industry when possible.
What's the best day/time to send?
Tuesday-Thursday, 9-11 AM in client's timezone. Avoid Mondays (planning) and Fridays (wrapping up). Check their calendar if visible - avoid sending right before their big meetings.
How many follow-ups are appropriate?
Three touches total: Initial send, follow-up after 3-5 days if opened, final follow-up after 1-2 weeks. More than that without engagement means they're not interested.
