• Tom Mitchell

The Presentation: It's Strictly Business... Until Now.

Updated: Nov 20, 2019

So, you know the basics of how to prepare a presentation. You're now exploring ways to take your presentations to the next level. It's strictly business... Until Now. As B2B and B2C converge, the personal touch is a must. Let's get started!


1. Understand your audience


Today you have no excuse.


Before entering the presenting arena, you should know MORE than:


1. Who will be in the room


2. Who the decision-makers are


You must attempt to understand the intricacies of what's important to them.


You're in a competitive industry. Your mission, if you wish to accept it, is to uncover more insight than your competitors that you can leverage to personalise your presentation. Go further than Social Media and a client interview.


You can wield the weapon of web analytics!


This is dependant on the format of your website, but you can gain incredible insight into your clients' objectives by how they navigate your site. If your website isn't fit for this type of insight, create a specific landing page.


You: Landing page?... that sounds complicated!


It really isn't! We use them all the time.


Create it with the intel you've gained so far, send the link, and tailor your landing page as you discuss solutions with your client.


It's worth doing - by the time you get to "P-Day", your client(s) navigates your site and prioritises what's important to them. It could make for insightful web analytics that will help tailor your presentation!


It could be just me: but there's something satisfying about gaining insight on what's important to your client without directly asking for it...


2. Personalise your messaging


Personalisation for some businesses is changing the 'client name' section on the slide deck.


Generic slides and messages won't resonate with your prospect - they just won't. Consider how you can personalise your presentation and evoke some early buy-in.


A video of your CEO/MD welcoming your prospect to the presentation can really set the tone or a video message of a client reference singing your business's praises will show you've gone the extra mile and build credibility at the same time.


Production doesn't have to move much further than a script, a mobile phone and a quiet, tidy space. It's a no brainer.

3. Bring your presentation to life


At the risk of sounding like a Mary Shelley novel, you must bring your presentation to life!


Let's get one thing straight – don't have words or numbers flying in from every angle and an exploding sound effect; it adds no value, and your message could pay the price.


Regular animations are ok, yes. But this is for new business, go further!


Be smart and consider how motion graphics can accentuate your message and bring your solution to life. You only have to be 1% better than your competition - from something as simple as walking a floor plan to a dynamic food offer, allow your client to touch it, see it, feel it.


4. Close like a winner (not someone running for office)


The close is part of any presentation, but I had to include it - it's the most crucial part. You've nailed your message, you've flawlessly described the bespoke solution and then... nothing. A weak close is like dribbling the length of the pitch and missing an open goal.


But don’t be cheesy! Remove the Fromage – NO quotes, NO closing the client in the room and NO awful “join the fight!” call to action while punching the air.


Don't get this wrong; focus, leave an impression, keep it simple.


Make sure to:


Close with a summary – So a summation isn’t anything particularly special, but it’s a must. Summise and describe the features of your solution. Don’t overcomplicate it, or go into detail. If they haven’t got it by now, you're in trouble.


Validate your solution – This is where you hit the benefits of your solution and why it will help your client to hit their objectives. Be enthusiastic, but keep it succinct.


Remember to be personal - playback somethings that the client may have said in the past or in the room, and say precisely why your solution will support their business but also their personal dominant buying motives. 10 points for seeing smiles and nodding heads – This is validation, congrats you’ve won their business!


End with a Call To Action – So a CTA is an offer for a next step or instruction designed to provoke some sort of response. This varies depending on your audience. But as I mentioned before, keep this subtle. Running around the room, high fiving everyone, asking them if you can count on them for your vote isn’t going to work.


But doing nothing is equally as awkward...


Perhaps thank them for the opportunity to present, including how you enjoyed forming your solution. Then, put your contact details on the screen and ask the decision-maker if they are available to discuss any intricacies. You can gain a lot of insight from their response!


Did we miss any?


Any other tips you have that can take a presentation to the next level?


Leave your comment on Linkedin or below!

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