As in any sales and marketing presentations, the difference between an excellent and a poor presentation is very often the difference between making and losing a sale. The worse thing that could happen is for audience to get bored and lose interest.
Here are ways how to give effective presentations that can clinch a deal or earn potential customers.
Planning the Presentation
There is a basic sequence that will capture the initial interest of audience who are already customers or prospects.
Explain clearly the unique advantages of the products or services
Emphasize all the successes that the products have achieved, backing up claims with up-to-date statistics, and better still, if endorsements can be produced from other customers
Explain to audience the possible disadvantage of lagging behind in the marketplace
Aim to persuade the audience that the purchase of the product/s or service/s will improve their status in the market
Encourage audience to act immediately to guarantee fulfillment of their order.
Be Concise and Brief
The presentation must be as short as possible and to the point. However, the concluding statements must end positively. Simply put,
“Tell them what you want to say.”
“Reiterate what you have just said.”
Use Audio-Visual Aids for Top-Quality Presentation
The assumption is that the speaker knows how to use comfortably presentation tools like PowerPoint, slides and other audio-visual aids, otherwise, a specialist or a technician should be on hand to assist. Thanks to the age of technology, nowadays personal computers with particular software can create coloured texts, images and animations, all for audience viewing. Another important thing to remember is to tailor audio-visual presentations to the perceived needs of the audience.
Achieve a Presentation with Impact
The speaker or presenter always comes prepared. Therefore, speech is not read and presentation is delivered with confidence and knowledge. Effective messages are much easier to recall, convincing and distinctive, and stimulate audience to positive action:
Be emphatic about the benefit of the offer and start with an arresting statement that hooks
Follow the golden sales rule of addressing solutions not problems, and introduce product or service (visual, the better) at the earliest possible time
Repeat business brand name frequently.
Never bad mouth the competition to make good one’s products and services
Do not over-emphasise technology if audience is non-technical. This is a put off.
Be sincere with what the message
End with a repeat image of the products or services.
Presenter’s Skills and Confidence
Presentation skills are important for effective delivery. The speaker or presenter must be confident and at ease with his/her audience and the fear of public speaking must be overcome. Courses and seminars are available like public speaking course, presentation skills training and presentation techniques seminar.
To an audience, nothing beats an interesting presentation in which they have an element of fun, at the same time, wowed by the speaker. And to the presenter, it means a potential business sale.
How to Make Successful Presentations
Copywriters are always anxious about how their precious work is going to be presented to the client for approval. The sad fact is that most account executives don’t make the effort to understand the copywriter’s thinking behind the creative work to be presented. This means the agency suffers as a whole because the work fails to sell.
Says Drayton Bird: “Long amateurish presentations are the basis of our business. Many presentations which certainly should succeed do not because they have not been rehearsed or timed.” Here is a guide for account executives, based on his notes on the subject.
Effective Presentation Skills for Account Executives
Account Executives Should Make Sure the Agency Backs their Presentation
Account Executives need to know why the creative people think their idea is a good one. If they don’t know what’s in their minds, they can’t explain it to the client. They may even find themselves in the uncomfortable position of presenting work they don’t agree with or worse – hearing their creative team enthusiastically put forward views they don’t share.
The creative work, after all, is the visible manifestation of all the efforts of the agency. All concerned must be committed to it, and understand the reasoning behind it.
Structure, Rehearse and Time the Presentation
The presentation has to be carefully structured with each element given its due weight. And also carefully structured to ensure the account executive doesn’t spend time talking about his agency, when the client wants to hear about his own problems.
The number of clients the agency has or the number of directors and accounts only acts as support for the presentation and should not be kept in the beginning.
When the magic moment the client has been waiting for arrives – the presentation of the creative work itself, the client shouldn’t be half asleep.
Besides, the presentation must be timed perfectly so that it does not go beyond the time allotted to it. Drayton Bird says that a majority of presentations overrun which often leads to failure.
So the presentation must be rehearsed at least once and each section timed carefully. Says Bird, “I recall some years ago making a presentation with three of my colleagues to gain what turned out to be, eventually, our largest client. We did the whole thing in 55 minutes. And it included presenting over 20 pieces of creative.”
Finally, account executives should err on the side of brevity, not length.
Successful Presentations Seek Criticism
Presenters are constantly tempted to believe their presentations are brilliant. This is wrong. They should be as critical as they can be and listen carefully to the criticism of others. It is a good idea to present to someone who has nothing to do with the presentation, and ask for feedback.
What Makes a Business Presentation Great?
Successful presenters always try to understand what they are presenting. They make it a point to structure, rehearse, time their presentation and invite criticism so they can improve it.
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