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Thanks for your time.
We’re from the ABC Company …
This is what we do …
This is how long we’ve been in business …
This is what we’re known for …
These are our clients …
We would like to work with you …”
That is a dreary presentation. What’s
more effective? Try this simple, eight-step
process to help you make a more memorable
pitch.
1.
Compliment them.
Start with some-
thing your prospect is proud of; it shows
you’ve done your homework:
• “Congratulations on your recent product
launch.”
• “Your latest advertising campaign is spec-
tacular.”
• “Your stock price is up three points while
most of the market is down. Your strategy
is on track.”
2.
Address their challenge or prob-
lem.
Do not mention your product or solu-
tion upfront. Instead, talk about their current
responsibility, challenge or opportunity. Then,
follow up:
• “This is the time to make a bold move
and
…
”
• “Your board of directors has challenged
you with
…
”
• “Your competition is increasing in
…
”
3.
Differentiate from your competi-
tion.
Everyone else thanks prospects for their
time. Don’t. Instead, say, “Thanks for the
opportunity to discuss how our company (be
specific with your service or product) can . . .
• “help you accomplish your goals.”
• “minimize your risk in
…
”
• “expand your markets in
…
”
• “demonstrate how our technology will be
able to
…
”
4.
Make heroes of your contacts.
If you
have a champion within your prospective client
company, or if individuals have helped prepare
you for the meeting or have taken you through
the discovery process, thank them now.
• “Thank you, Mike and Theresa, for your
time and knowledge to help us understand
the ABC Company’s goals, commitments
and challenges.”
• “Mike tells us that your vision is to
…
” or
“that your priorities are
…
”
• “In the next 30 minutes (60 minutes, three
hours), you will hear (learn, discover, see
demonstrated) how our solution (product,
company, technology) can help you achieve
that goal.”
• Never say, “I’m going to talk about
…
” or
“What I would like to do
…
”
5.
Provide examples, experience and
social proof.
Your product or service isn’t
enough. Your prospect must understand how
it could improve their business and that you
are not just a salesperson but also a trusted
advisor. Tell stories and case histories about
satisfied clients.
6.
Review key ideas.
Do this with a
rhetorical question or a simple statement
based on your premise:
• “How is ABC Company better off by
doing business with us?”
• “As you heard, we would help you accom-
plish your goals by
…
”
• “Our technology would increase your effi-
ciency by
…
”
24 •
PPB
• DECEMBER 2015
INNOVATE
SUCCESSFUL PRESENTATIONS don’t happen by acci-
dent—they are carefully planned, crafted and rehearsed. Note
these three common presentation mistakes and some ways to
avoid them.
Mistake No. 1: Failing To Engage The Audience
Regardless of how much experience you have in making pre-
sentations, engaging your audience is an intentional process.
People have short attention spans and it is your job to re-engage
each member of your audience often throughout your talk. Some
of the best ways to engage and re-engage your audience are to:
• Use compelling, well-crafted stories.
• Share just enough information to make your point, leaving
the extra details for a written report later.
• Don’t be a corporate “talking head.” Be a likeable, knowl-
edgeable person who connects to each audience member.
• Today audiences want to be entertained. A verbal flatliner
with little variety in tone, volume and speed will lose the
audience quickly.
The Solution: Preparation
Ensure success by using a robust presentation process and
structure to address:
• Key intent
• Maximum points for time allotted
• Illustrative stories
• Audience/content calibration
• Power opening
• Call to action
Mistake No. 2: Being A Support To Your Slide Presentation
You have heard of death by PowerPoint but don’t believe it
can happen to your audience. It is easy to slip into one of
these traps that cause you to lose power and momentum:
• Slides should provide visual support, not take over the show.
Your slides should not make you appear as someone who
speaks only when the slide changes.
•
You
should be the authority, not the slide show. If you let
your slides share the most important information, it might be
better to email everyone your slides because they don’t
need to hear you.
• People respond better to other people, but slides are easier
to deliver. No matter how effective your slides are, they will
never compel an audience to take action as well as you can
when you are clear and passionate in your delivery.
Three Presentation Mistakes That Kill Your Message And Bore Your Audience