Most people would think that the term ‘customer-centric’ is self-explanatory. Sure, only an idiot would not know what it means. But … do we really know what it means? When I say ‘No’ …. I mean it involves a lot more than what we think. Not that you are an idiot!

In all my experience, I have seen most people making presentations that sound good to them! I included, until I learned better. We believe that more jargon, focus on technology and claims of so-called benefits make for a great presentation. In most cases, such presentations end-up with a quiet audience, just listening to what you have to present … and we start to think that … no questions means I have taken care of all the potential questions in my presentation … Wow! Mind blowing!

But then when we get back to the office and someone asks us … what happened … our only answer is ‘Went well. They will get back to us after discussing.’ Trust me … this is exactly what happens with most presentations. No definite way forward …. No follow-up actions.

This is because we do not bother to make our presentations more ‘customer-centric’!!

To make any presentation customer-centric, you need to first understand the customer’s business and the potential pains. If you are addressing a specific vertical or domain, then your knowledge of the business processes and challenges of that vertical or domain is extremely critical.

This knowledge should be clearly evident in your presentation and in what you say, to establish that immediate connect with the audience. Audience-connect will lead to interactions and interactions will lead to more information on the customer’s pain points and also establish yourself because you are now talking the customer’s language. You are touching on subjects that are very important to the audience and your familiarity with the same will only help to get you that inside track in a competitive situation.

As I always say, you sell yourself first before you sell the product or the company and no better way to ensure that than by making your presentation talk the customer’s language. Your presentation should be more about the customer, every day challenges and how your product or service will help to address those.

Such a presentation will surely end with a follow-up action like … more information about your product or a commercial proposal. You have that one chance; make sure you don’t lose it.


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The author, Srikanth Vasuraj, is a Business Consultant focused on helping start-ups to grow. He can be reached at +91-98454 78585 or . For more information please visit .