{"id":5081,"date":"2018-04-19T10:00:28","date_gmt":"2018-04-19T09:00:28","guid":{"rendered":"https:\/\/dev.popcomms.com\/pop\/?p=5081"},"modified":"2021-11-10T19:54:36","modified_gmt":"2021-11-10T19:54:36","slug":"narrative-important-presentations-develop","status":"publish","type":"post","link":"https:\/\/dev.popcomms.com\/pop\/narrative-important-presentations-develop\/","title":{"rendered":"How to Develop an Effective Presentation Narrative – and why it’s Important."},"content":{"rendered":"\n

Updated March 2021<\/em><\/p>\n\n\n\n

Are you wondering why a strong narrative is so important in a presentation – and how you can develop your own?<\/p>\n\n\n\n

In today’s market, no business can afford to squander face time with a customer by not being clear and succinct about what they do and the value they deliver. This is why interactive presentations and sales enablement tools<\/a> are gaining popularity. So whether you’re looking to create a presentation for a face-to-face sales meeting, virtual sales pitch or for a touchscreen<\/a> at an event or customer sales centre, read on to find out more about the importance of a strong narrative.<\/p>\n\n\n\n

\"Wienerberger
Wienerberger’s<\/a> digital sales tool is easy and intuitive to navigate allowing their sales teams to meet the ever-growing needs of their broad customer base with tailored and consistent sales materials<\/figcaption><\/figure>\n\n\n\n

If your presentations aren’t getting the traction you need, it could be for a number of reasons. It could be your presentations are too generic and not relevant to your customers, your messaging may not be clear and you could be experiencing the infamous ‘death by PowerPoint’.<\/p>\n\n\n\n

Either way, it’s never a good feeling when your presentations are letting the side down – and narrative plays an essential role in developing customer-centric interactive presentations<\/a> that truly resonate and engage your audience. Without it, they tend to switch off and lose track.<\/p>\n\n\n\n

Yet, people tend to overlook narrative and can forget that at the end of the day, there is a customer who is going to be listening to your presentation. Walking in with a generic deck and going through it in a linear style, skipping slides or having to move backwards and forwards, often with no thought or consideration to the narrative, can be very off-putting and confusing.<\/p>\n\n\n\n

That’s why we’re going to explain more about the importance of a good narrative below, as well as giving you some helpful tips on how to develop yours.<\/p>\n\n\n\n

\"person
Coloplast’s<\/a> digital sales tool adds value and creates empathy <\/figcaption><\/figure>\n\n\n\n

“Our new sales tool has made life so much easier. The tool allows me to access and browse all the sales materials I need in one place so that I can easily show, or send them to my customers and colleagues. The app is easy to navigate, looks really professional and allows me to deliver sales material in an effective way.”<\/p>Katie Bell<\/strong>, Senior Territory Manager, Coloplast<\/em><\/cite><\/blockquote>\n\n\n\n

What makes narrative so important?<\/span><\/h2>\n\n\n\n

The narrative is the heart of any good presentation; without a clear narrative, there is no story for your audience to understand and latch onto. This means your audience will have to work hard to try and figure out what is being said, where your presentation is going, what you need them to do or think and why you’re the right partner for them. It makes it hard for them to recall your key messages and retell your story to other decision-makers.<\/p>\n\n\n\n

Essentially, a narrative means you’re telling them a story with a clear, simple and logical flow; you’re conveying to them an idea and telling it in a compelling, engaging and meaningful way that builds towards a clear action point for them. It stitches together what are a set of individual slides, and makes sure they are coherent and work together. With a good narrative, you can ensure that every slide and every line of content has a purpose.<\/p>\n\n\n\n

Without a narrative, all you have is a series of slides. There’s no story for your audience to understand, and you’re left talking at them – instead of having a meaningful and mutually beneficial conversation.<\/p>\n\n\n\n

\"black<\/a>
Bacardi’s<\/a> sales tool enables sales reps to discuss the individual needs of bar, restaurant or club bartenders, managers, and owners – all of whom have very different requirements and knowledge of Bacardi brands.<\/figcaption><\/figure>\n\n\n\n

Remember<\/strong>: a presentation is all about getting your audience to take the action you need them to take – such as adopting an idea, moving to the next stage of their buying process etc. – therefore you must have a clear narrative argument that lays down why they should do what you want them to do. This is central to the whole idea of narrative.<\/p>\n\n\n\n

How to develop a good presentation narrative<\/span><\/span><\/h2>\n\n\n\n

1. Action<\/h3>\n\n\n\n

First things first; in order to develop the best narrative for your presentation, you have to establish the action you need your audience to take afterwards.<\/p>\n\n\n\n

Don’t underestimate this step.<\/strong><\/p>\n\n\n\n

Your entire presentation should be based on moving your audience to take the action you need them to take. It must be specific, clear, achievable and fit with their processes. For instance, every company will have a buying process and stages they need to go through with a new partner, so make sure your presentation clearly recognises this and don’t jump the gun. It’s rare that any deal will be signed off the back of a presentation so think carefully what can be achieved in your presentation to move the customer one step closer to signing a deal with you.<\/p>\n\n\n\n

2. It’s all about your customers<\/h3>\n\n\n\n

Now, you have to align this with your customers;<\/p>\n\n\n\n

  • The problems they’re trying to solve, their challenges and goals<\/li>
  • Look at their job roles, the market they’re in, and the current trends impacting their sector<\/li>
  • What is it about your products or services that they need?<\/li>
  • How do these things affect them in their everyday life?<\/li>
  • What opportunities or insights can you bring to them when you partner? <\/li>
  • How will you mitigate any risk in them adopting your solutions?<\/li><\/ul>\n\n\n\n

    You need to put yourself into your customer’s shoes and critically review what you will be presenting to them. And, ask yourself the most important question “So what”. If you apply So What to one of your value propositions and you can’t succinctly answer that question then you need to look more closely at your proposition.<\/p>\n\n\n\n

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