Where Your Presentations Fit in the Buyer’s Journey

From the moment people learn about your company to the moment they press “Purchase” or fill out a Contact Us form, you have opportunities to guide them through valuable, relevant content. The presentations you produce have a large role to play in that process and are surprisingly effective if you create them with intent. According to Hubspot’s Inbound Methodology, the buyer’s journey consists of 4 steps: Attract, Convert, Close, and Delight. The ability to deliver the right content, at the right time, to the right people is critical to achieving sales success. Let’s take a look at each stop on the buyer’s journey and how your presentations fit in to the bigger picture.

inbound methodology

Attract

Common tools of attraction include blog posts and social media posts. To attract individuals to your brand and company, you have to understand their fundamental needs and design a presentation around them. You can’t write a blog post based off of that investor pitch presentation and expect strangers to resonate with the message displayed. Instead, create a presentation that introduces 3 tips for a particular area of your industry and illustrate how viewers can implement your ideas. Before crafting the slides, outline your customer or client profile and ensure that the content you include in the presentation will be relevant to the attraction stage of the buyer’s journey.

Convert

Okay, so you’ve enticed your audience enough to turn them into visitors. But how do you transform your visitors into leads? A presentation has a special place in this part of the buyer’s journey. When your objective is to convert a prospect into a lead, the tone of the presentation you publish should be inspiring and motivational. Let’s suppose that you link to a SlideShare presentation on a landing page you create for an offer or a resource. Or maybe you embed it directly on the webpage. The presentation should demonstrate precisely how your company could help the audience achieve their goals. Incorporate a client or customer story in the deck as a visual example of your services and capabilities. Conclude the presentation with a clear message: “We can exceed your expectations too.”

Close

At this point in the buyer’s journey, you should have acquired several details about what your prospects are hoping to receive from your company. Deliver a highly-targeted presentation by getting more granular about the products and services you provide. Use elements of the presentation to create a conversation with your leads who are on their way to closing.

Delight

Just because a prospect has purchased a product or service through your company doesn’t mean the engagement should end. Build a presentation that highlights the unique ROI of your offerings. Since you likely collaborate with many different industries, consider creating multiple presentations or one presentation with a navigation menu to address the specific segments and excite your customers. The idea? To take your customers and develop promoters – individuals who market your business or brand for you through their loyalty to the philosophy and realization of the value. A presentation based off of customer data and feedback will show strangers how much you care and how involved you are in the outcome or result of your sales interactions.

Developing an understanding of where your presentation viewers are in the buyer’s journey will only serve to enhance your communications and improve your company’s sales. For more information about producing effective communications with your audiences, check out the following resources:

3 Ways to Present Your Message to an Indecisive Audience Member

Why Story-Making is the New Presentation Storytelling

How to Make an Emotional Connection in Your Presentation

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