How To Build A Customer-Facing Deck (A Modest Template)
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This document provides guidance on building an effective customer-facing presentation deck. It recommends telling a story that moves between the customer's current reality ("what is") and a potential future reality ("what could be") if they use the presenter's product. The deck should identify the key business problems the customer faces, then show how the product could address each problem. It suggests including a "wow element" to grab attention, describing a full vision of a happy future state, and specifying a clear call to action at the end, such as requesting a sale or follow-up meeting. The document outlines a template for the deck, with introductory slides, problems identified, solutions presented, wow factor, future vision, and a
How To Build A Customer-Facing Deck (A Modest Template)
- 1. 1 HOW TO BUILD A CUSTOMER- FACING DECK Dean Waye, PMP deanwaye@gmail.com
- 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. 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. 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. LET’S GO! <delete this slide>
- 7. 7 1 TO 2 SLIDES ABOUT BUSINESS PROBLEMS
- 8. LIST ALL THE KEY BUSINESS PROBLEMS HERE
- 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. What it is Why it sucks / why it hurts BUSINESS PROBLEM 1 Use nicer language!
- 11. The shades of why it is good What it actually is/does OUR PAIN RELIEF, OUR ‘WHAT COULD BE’ #1
- 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. What it is Why it sucks / why it hurts BUSINESS PROBLEM 2 Again, the language…
- 14. The shades of why it is good What it actually is/does OUR PAIN RELIEF, OUR ‘WHAT COULD BE’ #2
- 15. What it is Why it sucks / why it hurts BUSINESS PROBLEM 3
- 16. The shades of why it is good What it actually is/does OUR PAIN RELIEF, OUR ‘WHAT COULD BE’ #3
- 17. SUMMARY OF THE HAPPY FUTURE Imagery works well here, by the way…
- 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 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.
Editor's Notes
- #5: Need general purpose images? Go to www.flickr.com, go into Advanced Search, and select Creative Commons Commercial License. These are free, and legal to use.