When Cyngn asked me to craft a sales deck for their DriveMod Tugger, it was a chance to translate cutting-edge technology into clear, compelling value for a specific audience. With a focus on automotive engine manufacturers, I was challenged to deliver a polished, three-slide pitch that captured Cyngn’s voice, showcased the product’s transformative impact, and visually aligned with their brand. Here’s a breakdown of what Cyngn is, the resources I was provided, and how I built a sales deck that sells.
TLDR – Building a Sales Deck that Sells
Client: Cyngn – builds autonomous industrial vehicles.
Objective: Create a 3-slide sales deck to sell a Cyngn product.
Strategic Focus:
- Clearly define the customer pain
- Highlight product capabilities
- Showcase measurable ROI
- Drive action with urgency and proof
Deck Breakdown:
- Slide 1: The Stakes
- Headline: “Labor gaps stall production. Downtime kills revenue.”
- Message: Manual towing = missed deliveries + rising labor costs
- Visual: High-impact image of a stalled line to create urgency
- Slide 2: Product Overview
- Headline: “Meet the DriveMod Tugger.”
- Key points: 20,000 lbs payload, 3D lidar safety, remote control, manual override
- Framed as: “Your new line worker” — humanizing and benefit-led
- Layout: Bold bullets, minimal text, product in action
- Slide 3: The Impact
- Headline: “Engine teams are winning with Cyngn.”
- Results: 64% labor cost savings, improved throughput
- Social proof: Pull-quotes from satisfied users
- CTA: “Don’t fall behind. See the Tugger in action today.”
Execution Notes:
- Designed in Canva, using Cyngn’s brand fonts, colors, and tone
- Bold, benefits-driven copy with whitespace and visual clarity
- Built to convert: urgency > solution > proof > action
Chapters
What Cyngn is
Cyngn is a Silicon Valley-based technology company that develops autonomous vehicle solutions designed to streamline industrial workflows and drive operational efficiency. At the heart of its product suite is DriveMod, Cyngn’s autonomous driving platform that integrates with industrial vehicles like the DriveMod Tugger, enabling automation at scale. With deep expertise in AI, robotics, and industrial automation, Cyngn serves manufacturers, logistics companies, and warehouse operators looking to reduce labor costs, prevent injuries, and overcome workforce shortages.
The goal of Cyngn’s sales deck
Cyngn asked for a 3-slide sales deck, made in Canva, that would convince an automotive engine manufacturer to purchase the DriveMod Tugger.
Specifically, the deck needed to include:
- The stakes: What problems the customer faces.
- A product overview: What the Tugger is and how it works.
- The impact: What changes after deployment.
Their guidance emphasized that the deck should be:
- Extremely visual, with minimal copy.
- Fully aligned with Cyngn’s brand voice and visual guidelines.
- Informed by Cyngn’s existing content, including website, social, and press assets.
The sales deck I built – and how it addresses Cyngn’s core requests
Each slide in the deck was meticulously crafted to reflect Cyngn’s brand voice – bold, efficient, second-person, and benefits-driven. I designed the slides in line with Cyngn’s brand guidelines, using approved colors, fonts (Red Hat Display), and minimalist layouts with high-impact photography and whitespace.
Slide 1: The Stakes
Headline: “Labor gaps stall production. Downtime kills revenue.”
Problem: Manual tuggers can’t keep up. Missed deliveries, shrinking margins, and rising labor costs are crushing manufacturers.
Design Choice: I used bold typography and a stark image to mirror a halted production line – instantly creating urgency and context.
Slide 2: The Product Overview
Headline: “Meet the DriveMod Tugger.”
Messaging: Introduced the Tugger as “your new line worker” – highlighting its ability to haul 20,000 lbs, prevent accidents with 3D lidar, blend into current workflows, and be managed remotely with manual override available.
Design Choice: Benefits were listed as bold, digestible bullets, with imagery showcasing the Tugger in action to convey both power and accessibility.
Slide 3: The Impact
Headline: “Engine teams are winning with Cyngn.”
Messaging: Quantified the impact – 64% labor savings, plus increased productivity and efficiency – and featured testimonial-style quotes from satisfied users.
Call to Action: “Don’t fall behind. See the DriveMod Tugger in action today.”
Design Choice: Pulled social proof directly from Cyngn’s messaging and used a strong CTA to drive next steps.
Conclusion
This sales deck adheres to the core creative and strategic requests. It also demonstrates my ability to channel Cyngn’s tone, deeply understand the audience, and create a meaningful visual narrative in just three slides.
Frequently asked questions (FAQ) about building sales decks
What should a 3-slide sales deck include to drive conversions?
Focus each slide on a specific purpose:
- The Stakes – Define the problem in bold, urgent terms
- The Product – Position the solution clearly with high-impact benefits
- The Impact – Show measurable outcomes and social proof, then prompt action
How do I make a sales deck that works for a technical B2B product?
Translate complexity into relatable outcomes. Instead of features alone, frame the product like a team member (“your new line worker”) and spotlight results (e.g. 64% labor savings). Keep messaging benefit-led, human, and visual.
How important is design in a sales deck?
Extremely. Use brand-approved fonts, colors, and whitespace to build credibility and focus attention. Use images to mirror the audience’s pain (e.g. stalled assembly line), and minimize copy to avoid clutter.
What tone of voice works best in a B2B sales deck?
One that is active and outcomes-focused. Speak directly to the buyer’s problems and goals, not just the product specs. Bold headlines and concise bullets outperform technical jargon.
How do I create urgency without sounding pushy?
Use language that mirrors real consequences (e.g. “Downtime kills revenue”) and visuals that reflect production pain. Pair this with proof of transformation and a CTA like “See it in action today.”
What’s the role of social proof in short sales decks?
It’s critical. A single quote or metric from a real customer (“64% labor savings”) can tip the scale. Place it at the moment of conversion, right before your CTA.
How do I align a sales deck with a brand I’m working with?
Pull directly from their website, social, and press materials. Use official fonts, color codes, and copy tone. The deck should feel native to their brand even if it’s built externally.
How do I keep copy minimal but impactful?
Prioritize bold headlines and digestible bullets. Each line should earn its space by solving a pain point, presenting a benefit, or triggering a next step.