CREATING A BUSINESS PRESENTATION WHEN THE STAKES ARE HIGH (by Manoo Pillay)
Did you know a well structured, and delivered presentation, could be just what you need to increase sales revenues, get critical buy-in to your ideas or a superior skill to have, when the stakes are high, and your future depends on it?
CASE: John a sales executive (ASX logistics company) was assigned to deliver a high stakes presentation, to win over a multi-million dollar project. Knowing fully well, five other competitors were vying for the bid.
To John who isn't a seasoned speaker, it was becoming apparent that this was not his usual Monday morning debriefing, at the office meeting. Although he hoped it was. His audience was comprised of his CEO, the client projects team and executive administrators.
Our team at the MSI Matrix Solutions went into overdrive, to help John with his Business Presentation. (Johns BP outcome, is shown below)
Now since I’m often asked for a method for creating a talk, pitch or presentation, here are a few insights I want to share. Similar to what I offered John.
Step 1. Know the objective
Much like a subject line on an email, you must know the aim for your Business Presentation, so that the introduction, content and points - line-up.
Step 2. Know your audience
Unless you’ve worked with people in your audience, don’t assume you know them. Here are four questions; you may want to ask about them, during the prep stage, 1. Who are the people in my audience? 2. What do they expect to learn and take-away? 3. What do they need to know? 4. How can I connect with them?
Step 3. Develop a headline with a (140 character) theme
Do you recall passing a news agency and stopping to buy the newspaper? It was the headline that made you turn and go into the store. The same principle applies to your Business Presentation theme; keep it engaging, succinct and compelling.
Step 4. Craft a story
A well-structured and delivered ‘Business presentation’ should be like a story line; each page unfolds the mystery within it. But keep in mind, an engaging story also comprises of three key elements, called VAK’s (visual, auditory and kinesthetic). A Harvard Business Review article describes it as, 'connecting with people intellectually, emotionally and physically'.
Step 5. Tell a story and make a point
Telling a story is a powerful technic that can be used to make the SALE. Instead of putting all your information down on text, people remember stories far more, than they do a PowerPoint slide, with lots of data. Text and Bullet points are least effective, then a well articulated story. Try leaving out the boring detail, but enhancing the experience with choice words and power phrases.
Step 6. Connecting changes everything
Connecting with your audience is vital. You’ve heard the saying, “People buy into people first, before they buy into what they’re selling”. Because you’re connecting with people, it is best to connect on a personal level and saying and doing all the right things, that would give you an early approval leverage, trust and influence.
... the results are out:
John successfully secured the bid, and after careful analysis of the bid process and its results, determined that price wasn't a 'decision factor', instead it was ‘John’s ability to sell himself first, and then his product’.
Need a Business Presentation in a hurry we can help, call us today on 1300 50 18 50 or email us on info@masterspeaking.com.au to have a confidential discussion.
Have a nice day!
