Let’s be honest, most presentations exist to result in a sale. We’re huge advocates for ending with a strong call-to-action so the purpose of your presentation is not in vain. Presenters spend a lot of time, energy and money making sure their appearances go off without a hitch. But you’re just spinning your wheels if you never make the “big ask”. However, in order to get to the big ask, it’s important to understand where your audience is in the customer journey lifecycle. This helps you tailor your information to hopefully bridge any gaps and fill in blanks.
Customer Journey Lifecycle Overview
Have you ever had a product that was so life-changing that you’ve wondered how you lived without it? For me, the 3-in-1 avocado slicer tool has revolutionized my relationship with the fruit. (Not an ad, just truly love how simple and safe it has made my life). In fact, my brother-in-law had to go get stitches from slicing his hand with a knife trying to get a pit out of an avocado. I felt it was my duty to purchase him one after this incident. This tool has made cutting, slicing, and pitting an avocado an actual joy for me. However, there was a time where I didn’t know I needed this. To be honest, I had no idea such a contraption existed. In the customer journey lifecycle, I wasn’t even in the funnel. What is the funnel, you ask? Here’s a visual.
In my avocado tool journey, the awareness phase came about on a stroll in Crate and Barrel while looking for wedding registry items. The tool looked intriguing, but I wasn’t really sold. I then started seeing this tool popping up in friends’ social feeds and other forms of media. I was interested. I made the decision to try it out and bought it not long after. One of the best kitchen gadget decisions I’ve ever made.
This is an example of the customer journey lifecycle. Bringing joy through the purchasing process is the ultimate goal. Let’s share the importance of speaking to customers at every phase of this journey in your presentations.
Awareness
If someone has no idea who you are, what you do, or how it could benefit them, you’re aiming to bring them into the awareness phase of your customer journey lifecycle funnel. The messaging for the awareness phase is all about information, facts and social proof. Clarity is king, and so is conciseness. Yes, you’ve got a lot to fill your potential future customer in on at this phase, but because they have a long funnel to go down, you don’t want to overwhelm them at the beginning. Many purchasers are captured quickly at the awareness phase and go right into action. However, some take additional nurturing.
Interest
This phase contains customer that has already heard about your product and is interested wants to be convinced. They are hoping you’ll give them some clarity on whether your product will solve their problem. Interested parties want to know how you stack up to your competitors, and perhaps see some case studies. Audiences in the interest section of your customer journey lifecycle funnel are one step closer than in the awareness phase, but they still need convincing. Don’t be shy! Speak to your product or service’s ability to change lives and give specific instances in which it already has.
Decision
Customers in the decision phase of the customer journey lifecycle have likely heard the facts and weighed some of the use cases. Perhaps your competitor has a lower price tag, and you have more robust offerings. Maybe they are simply hung up on timing and whether or not now is the right moment to pull the trigger. If you suspect your audience is in this phase, ask some questions. Get to know their specific reservations and speak to them directly. Being personable and trustworthy is going to win out in this section of the funnel.
Action
Once your audience is sold and ready to take action, it’s your responsibility to delight them. Ensure that they leave the customer journey lifecycle better than they came. Give them a reason to smile and tell their friends, family, coworkers, and neighbors about your product. Referrals are the best advertisements you can get, so ensure each sale brings joy to the purchaser, and your funnel will fill right back up.
Ultimately, bringing your audience from wherever they are in the customer journey lifecycle to a more advanced position in the cycle is a win. Of course, you want to see everyone jump to action right away, but often that takes follow-through. Make sure you set some reminders for no longer than a week after your presentation, and remind your audience of your call-to-action if they haven’t yet sprung to action. As always, if you need help with any part of your presentation, Ethos3 would be delighted to help you bring joy to your customers. Reach out today for a free quote and we’ll get a statement of work in your hands within a few hours of our call. Happy presenting!
