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How To Build A Customer-Facing Deck (A Modest Template)

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The template I use to remind me how a good sales presentation, and speech, are structured for technical sales.

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How To Build A Customer-Facing Deck (A Modest Template)

  1. 1. 1 HOW TO BUILD A CUSTOMER- FACING DECK Dean Waye, PMP deanwaye@gmail.com
  2. 2. 1 OF 3: STORY A customer-facing deck tells the customer a story about themselves It starts with knowing their reality today, the „what is‟ Then it moves to showing them what they could have, the „what could be‟ It goes back and forth between these 2 things, the „what is‟ and the „what could be‟ Moving back and forth builds tension, keeps them awake, and leaves them feeling informed and satisfied, not over-informed and bored. <delete this slide>
  3. 3. 2 OF 3: GETTING READY List the audience‟s business problem(s) (1,2,3…) List how we relieve these problems (A,B,C…) Pick something about our product, or our company, that will be something they will remember next week, a WOW thing Describe what the happy future looks like Write down what your call to action will be Decide right now, what you want the customer to say “Yes” to  A next meeting  An agreement to study  Yelling out “Take My Money. Now!”  <delete this slide>
  4. 4. 3 OF 3: MAP OUT YOUR DECK… Boilerplate mandatory intro slides 1-2 slides listing the business problem(s) (the „what is‟) 1 slide about a future „what could be‟ Show business problem 1 Show „what could be‟ if you owned our product with features A, B, etc. Show business problem 2 Show „what could be‟ if you owned our product feature A, B, etc. Insert a wow element in there somewhere  Show full blown happy future Call to action <delete this slide>
  5. 5. LET’S GO! <delete this slide>
  6. 6. 6 BOILERPLATE INTRO SLIDE
  7. 7. 7 1 TO 2 SLIDES ABOUT BUSINESS PROBLEMS
  8. 8. LIST ALL THE KEY BUSINESS PROBLEMS HERE
  9. 9. MORE BUSINESS PROBLEMS… Ask if you missed any, and make a note to discuss them before the meeting ends, still using the „what is‟ vs „what could be‟ format
  10. 10. What it is Why it sucks / why it hurts BUSINESS PROBLEM 1 Use nicer language!
  11. 11. The shades of why it is good What it actually is/does OUR PAIN RELIEF, OUR ‘WHAT COULD BE’ #1
  12. 12. A WOW ELEMENT Dream something up, Big Boy  This can go anywhere, but about 1/3 of the way through the deck is a good, solid place to put this
  13. 13. What it is Why it sucks / why it hurts BUSINESS PROBLEM 2 Again, the language…
  14. 14. The shades of why it is good What it actually is/does OUR PAIN RELIEF, OUR ‘WHAT COULD BE’ #2
  15. 15. What it is Why it sucks / why it hurts BUSINESS PROBLEM 3
  16. 16. The shades of why it is good What it actually is/does OUR PAIN RELIEF, OUR ‘WHAT COULD BE’ #3
  17. 17. SUMMARY OF THE HAPPY FUTURE Imagery works well here, by the way…
  18. 18. YOUR CALL TO ACTION Because what‟s the point of showing up, if you don‟t know what you want them to say “yes” to (a sale, a meeting with their manager, a trial, and PoC, something) ?
  19. 19. 19 THE ‘LINGER’ SLIDE. INSTEAD OF JUST A FINAL Q&A SLIDE, PUT AN IMAGE HERE THAT THE AUDIENCE CAN LINGER ON WHILE QUESTIONS ARE ASKED. NOT A COMPLEX GRAPHIC BUT SOMETHING SIMPLE WITH STRONG COLORS.

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