Win, wow, and retain customers: Mural features and templates for sales and success teams

Written by 
Gino Valencia
November 22, 2021
Checklists, paper and people with checkmarks icons

Building trust and alignment across the customer lifecycle is more important than ever in the wake of the disruptions of 2020.  Fortunately, MURAL makes it easier than ever to understand customers' challenges and co-create solutions, even when you can't collaborate in person. Whether you work with prospective customers during the sales process or you manage the customer relationship, MURAL gives you the tools you need to run effective sales calls, meetings, and workshops that are tailored to your customers' working preferences.

How do we do it? Here are some common friction points that we hear over and over — both in our own sellers’ discovery process and from our Community — and the solutions we see succeed.

For getting on the same page quickly with new or prospective customers

Screenshot of a team collaborating in MURAL

The customer journey starts well before a contract is signed. Every touchpoint with your organization impacts the customer experience — so it’s crucial to provide value and begin building the customer relationship from day one.

For Sales and Customer Success teams, this means deeply understanding customers’ challenges in order to provide the best solution. But the best way to build empathy and understanding isn’t with a one-way presentation that you could recite in your sleep. Bring your prospects actively into the conversation by adding a mural with interactive activities to draw out engagement from everyone on the call.

  • If your customers are new to visual collaboration, use custom toolbar to limit the features they have access to in this first session. For example, you can focus their options to only sticky notes, text, and images — leaving diagramming and shapes to a future session when they’re MURAL pros.

  • With presentation mode, you can include explanatory information on the same canvas you use to collaborate on methods and activities later in your meeting. Much more engaging than a static slide deck!

  • Try turning on private mode if you want unfiltered opinions from everyone in your meeting — it hides new additions to the mural until you turn it off.

  • Share a visitor link with prospects or customers when you want to give them easy, no sign-up access to your mural. All MURAL plans include unlimited visitors.

Customer Discovery Canvas template
Click here to use the Customer Discovery Canvas template above.

For the customer whose calendar is always packed

Even with high-priority and high-visibility initiatives, customers can be preoccupied with their day-to-day business. Finding quality calendar time can be a struggle — especially with teams located across time zones. Asynchronous collaboration can be as effective as in-person meetings when you have the right tools and facilitation strategies.

  • Integrations are your friend. Pin your mural to wherever you and your customers connect online: a calendar invite, a Slack channel, a Microsoft Teams channel, or a Webex space. Get in the habit of always keeping your current murals front and center.

  • Try setting up MURAL’s anonymous voting feature for async collaboration. You can choose the number of votes you want to give each collaborator, select which objects you want to be eligible for votes, and even choose a specific area of the canvas to focus votes on. Then just share the link with collaborators and leave the session open any duration of time. Voting is great for understanding your customers’ priorities and sentiments, especially when you’re working with a diverse group of stakeholders.

  • Communicating with comments and @ mentions allows you to ask for clarity as needed from async collaborators, so they’ll be notified to revisit the mural.
Async Brainstorm template
Click here to use the Async Brainstorm template above.

If your meetings always run over time

We all know the pain of back-to-back meetings, and no one benefits from being rushed from topic to topic. This is especially true during the sales process and the early phases of the customer relationship, when you’re focused on deeply understanding their challenges.

Fortunately, there’s way more you can do with MURAL to keep conversations on track than just setting a timer (although I do recommend the cuckoo bird noise when you do).

  • Timebox all activities and do time checks regularly to ensure the meeting is moving forward.

  • Add more focus to your sessions by summoning everyone to your view and using laser pointer (command H on a Mac).

Create a “parking lot” section on the mural for off-topic questions, as well as a “decisions and action items” section for documenting decisions and next steps.

Meeting Notes template
Click here to use the Meeting Notes template above.

For organizing customer presentations and resources

Folders allow you to create unique filing systems for each customer, persona, etc.

  • Use the outline to organize the content in your mural. You can create areas on the mural that work just like slides in a deck (but more interactive!), and use the outline to jump between sections. 
  • Folders and rooms are your best friends for workspace organization. Use folders as a file system within your customer rooms or project rooms. The folders and sub-folders will have the same access and permissions as the room — so all folders in a private room will be limited to collaborators with room access.

  • Use your content library to keep assets you plan to use repeatedly at your fingertips: everything from branding and logos to your headshots and bio.

Find what works, then scale it with templates

In a remote or hybrid work setting, it can be hard to keep everyone engaged and aligned. The solution? MURAL templates.

With MURAL, there are two types of templates: templates we’ve created with experts as starting points for you and templates you create and publish for your customers or teammates to follow.

Here are five of the top templates that sellers and customer success teams love.

  1. Customer Discovery Canvas by Somersault Innovation
  2. Collaborative Presentation
  3. User Journey by Accenture Interactive NL
  4. Stakeholder Mapping by Somersault Innovation
  5. SWOT Analysis

Our templates are guides to save you time, spread best practices, and inspire your own creativity. Once you copy one, it's yours to modify and adjust to make it work for your customers and represent your own unique POV.

To prepare for your next remote meeting or workshop, download the Definitive Guide to Facilitating Remote Workshops.

Can't decide?

We've got you covered with our icebreaker generator.

Generate icebreaker

...Click button to generate icebreaker

What day in your life would you like to relive?
Describe yourself in three words.
What was your dream job as a kid?
If you could be a character in any movie, what character and what movie would it be?
What three items would you bring with you on a deserted island?
What would you title your biography?
A genie grants you one wish; what do you wish for?
What is the best concert or festival you have ever been to?
If you could make an office rule that everyone had to follow for a day, what would it be?
If you invented an ice cream flavor, what ingredients would it have, and what would it be called?
What was your last Netflix (or other streaming platform) binge?
Which two companies would you like to be sponsored by?
What is your favorite breakfast cereal?
If you could add a holiday to the calendar, what would it be and when?
If you could organize a team retreat, where would it be?
Who has influenced your work ethic the most?
If you could swap roles with anyone for one day, who would it be?
If you were a genre of music, what would it be?
What movie has the best soundtrack?
What is your go-to karaoke song?
If you could name a band, what would it be called?
Which band would you join? And what would your role be?
Which artist or musician would you like to meet?
What song brings back childhood memories?
Would you rather spend a weekend in a tropical paradise or a snow haven?
Would you rather sail or 'van life' your way around the world?
Would you rather speak 10 languages or play 10 instruments?
Would you rather only read the end of every book or always forget the story’s ending?
Would you rather have slow internet or always forget your passwords?
Would you rather have every traffic light turn green or always have the best parking spot?
Would you rather be a whale or a lion?
Would you rather get free plane tickets or free accommodations for the rest of your life?
Would you rather be able to control time or fly?
Would you rather always be two hours early or 20 minutes late?
Why do we create art?
Where do you find inspiration?
If you could invite anyone in the world, historical or contemporary, who would be the three guests at your dinner table?
Who is your favorite travel buddy or group?
What is your favorite scene from a movie?
When was the last time you tried something for the first time?
When do you feel the most courageous?
What would you do if you knew you couldn't fail?
What’s your favorite holiday celebration?
What three things would you do if you were invisible?
What piece of advice would you give to your 16-year-old self?
What subject do you wish was taught in every school?
What is your superpower?
What is your favorite travel hack?
What is your proudest achievement?
What is your favorite travel story?
What is your favorite season?
What is your DJ name?
What is the most underrated city you have ever visited?
What is the best piece of feedback you have ever received?
What is the best prank you’ve experienced or planned?
What travel experience, city, or country impacted you the most?
What are the top three items on your bucket list?
What are the three values you treasure the most in a friendship?
Tell us your favorite joke.
Tell us a weird fact you happen to know for no reason.
If your pet could talk, what would they say?
If your life was captured in the “expectation vs. reality” meme, what would the two pictures be?
If you could take one prop from any movie set, what would it be?
If you had to sleep on a beach anywhere in the world, where would it be?
If you could organize a team retreat, where would it be?
If you could live in a different country for a year, which country would you choose?
Do you over or under-decorate for the holidays?
Name five things that make you happy
Do you consider yourself a lemon or a lime? Why?
If you could know the answer to any question, what would that question be?

About the author

About the authors

Gino Valencia

Gino Valencia

Sr. Manager of Success Architecture @ MURAL, builder of connections, and customer spirit guide. Husband, father, burrito connoisseur, and will take you in a dance battle.