I was talking to one of my friends a few weeks back, just before she was to give a business presentation about paper. I know - exciting stuff. Anyway, she was a little apprehensive, as a lot of us are just prior to addressing large groups of prospects. This was a presentation to a local IAAP (administrative assistant professionals) meeting addressing how to keep costs down, new products, workplace wellness, and how her company could help them. I knew she’d be fine because she’s a pro. After the presentation, she wrote, “I have to tell you, the “No matter what kind of job you have, we have the paper for it” and the toilet paper has been a big hit and icebreaker. I’ve had to leave it for people who weren’t in - I’ve gotten phone calls from people that heard about it. I tell them it’s the sample of the month and their smile for the day!

I don’t know if she used a story board to compile her main point of view, but she did have hand-outs that definitely broke the ice - the tension between her prospects and herself. And those hand-outs were relevant to her business.

She engaged her audience and made them part of the experience.

Involve your prospects in the process

A large part of giving successful business presentations is involving your prospects in the process - asking questions, looking for a show of hands or positive response. Get out from behind the podium and move about - be accessible, make periodic eye contact, pause for effect and emphasis - take command so that all eyes are upon you. Pattern your presentation to resemble a conversation. Look at your audience as you would in normal conversation, pausing at the end of your points to allow your audience to process what you’ve just said.

My wife is an instructor and excellent communicator. She’s always telling me to touch my prospects senses of sight, smell, taste, feel and hearing. Appealing to their senses engages their emotions. Give your presentation so that your audience will see, smell, taste, feel and hear what you’re saying.

The presentation itself

In the body of your presentation, tell them what you’re going to tell them, then tell them, and then tell them what you told them. And know what you’re telling them - have it down cold, meaning don’t read - let your words flow naturally. And smile - be excited.

Way way back, in the ’80s, I had to give a four hour presentation to a prospect in a bid situation. I knew the content inside out, but dragged my wife into the living room the night before and rehearsed the entire presentation with her. I still believe that preparation helped me win the bid - for a whopping $152,000.00 (including service).

What to avoid

This is a touchy subject. Have you ever filmed yourself giving a presentation? You won’t believe it’s really you on the playback. Avoid fillers - ahs, uhs and extended silence. Avoid nervous habits like scratching your head. Avoid concentrating on one section of your audience - spread the wealth around. Avoid excessive hand gestures. And don’t turn your back on your audience.

Call to action

Every successful marketing campaign has a ‘call to action.” That could be an offer that’s exclusive to your presentation, or to a deadline set by upper management. Combining value and urgency drives sales campaigns. A call to action can be as simple as moving the sale forward by setting up appointments, up to signing contracts for immediate discounts or freebies.

As always, the best to your success

- Steve

Thanks for sharing.