Meeting the moment

So you've progressed through a major bid process and are now hosting a presentation, chemistry session, or solution workshop with customer representatives. Your content will be critical. But this is also an opportunity to curate a customer experience that powerfully reinforces your credentials and fit.

Your visitors will be soaking up every aspect of their outing for clues on what kind of organisation they’re dealing with and what you’d be like to work with.

Happily, the discipline of Experience Design offers many principles and techniques you can draw on to craft a successful session.

Do sweat the small stuff

In Experience Design, seemingly trivial details can make a big difference. Whether it's the texture of a product's packaging or the layout of a landing page, these subtle elements contribute to the overall user experience. Shifting that button a couple of pixels to the left can give you a bump in conversions.

Applying this principle to your presentation, think hard about the setting you choose, the media and materials you use, and the structure of the event. The devil, as they say, is in the details.

What would Walt do?

When you walk onto a Disney theme park, every sensory input is intentionally designed to immerse you in a specific world, to transport you to another reality. And that’s before you even get on a ride.

As you plan your presentation or workshop, consider what kind of 'space' you want to create. Is it a space of innovation and technical leadership? Or of trust and long-lasting partnerships? Start by defining this theme, then design the details of your session to immerse your attendees in it.

Timing is everything

Experience design isn't just about the 'what' — it's also about the 'when'. Great experiences are marked by inspired pacing, by moments of surprise and delight. Think about how to build these moments into your session.

For instance, can you start with a surprise reveal? Break things up with an unexpected activity? End on an engaging high? These small gestures can help to build a memorable and positive experience for your attendees.

The sweet smell of success

Lastly, don't forget about the senses. In Experience Design, sensory inputs are treated as potent tools for shaping perception and memory. Just think about the power of a well-chosen song for setting mood, or a signature scent for evoking a place, person or brand.

Consider how you can leverage sensory inputs for your session. Candles might be overkill, but can you serve fresh, locally sourced espresso during breaks? Leverage a psychologically relevant colour palette to evoke certain emotions? Curate a tactile experience with materials or objects where customers can get ‘hands on’?

Fresh popcorn helps evoke a cinematic experience to elevate a lunchtime workshop

The heart of the matter

At the end of the day, experiences are about emotions. They're about how we make people feel. If you can create an experience that makes your customer representatives feel valued, understood, and excited about your offering, you'll be well on your way to winning their business.

So next time you're planning a customer meeting as part of a major bid, don't just think about what you're going to say. Think about how you're going to make your customers feel. Procurement professionals are people too, and if you only appeal to their heads, you’ve only done half the job.