You probably know that visual storytelling is a vital tool in effectively communicating ideas and engaging with customers. It is a technique that is equally important in B2B sales presentations – it can significantly improve your audience’s understanding, making your messages more persuasive and memorable.
There are many ways of approaching visual storytelling and techniques but there is one simple technique which you can use to inject life into your presentations and create a more compelling story.
What is ‘a day in the life’ scenario?
As the name suggests ‘a day in the life’ scenario is where you illustrate how your products or solutions fit into your customer’s world and enable them to gain a competitive advantage, this could be by improving services, saving money, streamlining processes or opening up new markets – whatever the value is that you are bringing to the customer and their world.
By creating this scenario you are demonstrating a number of things:
- You are demonstrating that you truly understand your audience’s business as you have illustrated their day to day operations
- You have put the audience squarely at the heart of your messaging, creating a uniquely personal experience for them rather than a generic presentation
- You are moving away from being just product based
- You are creating a visual story that is far more memorable because it is easy for the audience to quickly understand where the value to them lies
As an example, we created a ‘day in the life’ scenario for one of our customers Isotrak. Isotrak develops commercial vehicle tracking systems that are used by 90% of home delivery companies, such as Sainsburys. Their presentations had always been very product focussed and were no longer delivering the impact and results that the business needed.
Most delivery companies face similar business pressures and challenges which affect many parts of their business – Isotrak’s systems address the most significant of these challenges.
In order to illustrate how they seamlessly integrate into their customers’ businesses and deliver vital business metrics solving many of these challenges, we illustrated the typical day of a delivery driver, the teams that support them and the business itself.
Visually, we demonstrated Isotrak’s deep understanding of their customers’ businesses the challenges that they face on a daily basis, and how with Isotrak’s systems, vital analytics could be obtained to open up opportunities to gain a competitive advantage.
This scenario helped to facilitate conversations around the customer’s specific challenges and by using detailed actionable information Isotrak could tailor their messaging in further conversations with the customer, elevating themselves from being just another product based company.
Steps for building ‘a day in the life’ scenario
If you think this kind of scenario could work for your business then we’ve outlined some of the steps that we go through to create a persuasive scenario.
Step 1: Understand your audience and the world they operate in
Before you go any further, you need a good sense of who your audience is. Think carefully about what’s going on in their daily lives, their issues and opportunities, likes and dislikes, needs and wants. What are the challenges they’re currently facing? Do they have any particular attitudes that influence their decision-making?
What are they trying to achieve as a business:
- What macro and micro factors are affecting their business and the industry as a whole?
- More importantly what is going on with their customers?
All of these answers will help you to create a persuasive and compelling story.
TIP: We recommend taking the time to research current trends and challenges that are impacting your customers, to ensure that you are being relevant, addressing what’s happening now – not six months ago.
Step 2: Illustrate their world
Now that you’ve thoroughly considered your audience you want to map out a typical scenario that is familiar to them. So, this could be the day in the life of a delivery driver, if you’re talking about telematics, or one of their customers or support staff. It’s important that you clearly flag points in their day where issues will arise for them that you can specifically address.
We often illustrate customer analytics as a dashboard, highlighting the key business metrics so that you can quickly and clearly show the impact – both positive and negative of the issues that people are facing.
Step 3: Map your solutions onto the visual
Now you can map onto the visual all the touchpoints for your solutions and where they seamlessly integrate into your customer’s world. You need to clearly illustrate the impact they have and the value that they deliver. You can use the dashboard metrics to illustrate the positive impacts.
Where possible you should also illustrate the opportunities that you create – solving problems is good but customers also want opportunities – these will be far more attractive to the business.
The above video is a step by step walkthrough of the presentation we created for Isotrak
Remember, it’s all about making it as easy as possible for people to understand the value you’ll bring to the relationship. Don’t just expect people to instantly understand your products, solutions, ideas through a list of bullet points – that’s just hard work.
Instead, create a visual story that is memorable, relevant and engaging.
Want to know more about creating persuasive and engaging interactive presentations? Feel free to get in touch. We read and reply to every message we receive.