Before talking about sales presentations…
First of all, what is design?
There is no simple answer. For me, design is what allows people to create solutions that help other people or improve their lives, even if just a bit. Design means paying attention not to the solution as such, but to how others will understand it – how they will interpret and use the object. Designers – the good ones, at least – are different from other people in that they will often simply follow their creative urges based on how they understand or use the product. And they will create whatever they want, to make the object correspond to their intuition.
Design in business
A designer in the business world must consider how the product will be used, and so to wonder about the end user, and ask questions like: “How will the user use this?”, “What exactly does he need this to do?”, “Is he going to find this useful?”, “It’s nice, but is he going to understand how it works?” and so on. In fact, the designer needs to be focused on the end user. If no one is able (or willing) to use the product – regardless of whether it is attractive or brilliant – he has missed his target.
Of course, I would not say the same about a work of art. Art is good (or bad) in and of itself. When art is good, it moves people, and it can change their lives. And if that is what art does, then that’s wonderful.
But, in my opinion, good design must necessarily have an impact on people’s lives – regardless of whether that impact is big or small, good design makes a difference.
Design in Powerpoint sales presentations
In the sales presentations world, design pushes the seller to consider how the client will use the product or solution, and therefore to ask questions about those clients: “What will the client make of this?”, What does he need this to do?”, “Will he be moved by this line of argument?”, “Will he understand it if I present it like this?”, “It’s brilliant, but does it add value for the client?”, and so on.
In fact, design forces the seller to focus on the client. If the client doesn’t buy the business proposal, even if it was attractive and brilliant… you will have missed your target.
In my opinion, a well-designed sales presentation will necessarily have an impact on the client’s choice. Regardless of whether that impact is big or small, good design will make the client rethink his decision. If the client buys without having changed his mind, then you are not selling, you are being bought. And that’s fine – sometimes there’s no need to sell. But that won’t always be the case in a competitive world. The purpose of design in sales presentations is to change the mind of a client who would not have bought our solution if he hadn’t been influenced by the sales rep, sales techniques, and the presentation.
voir cet article en français: http://presentations-de-vente.com/design-en-presentations-commerciales