The art of presenting is to captivate, motivate and instil the audience with a need to have. The purpose of a Presentation is to get buy-in.
- Your Opener:
Your opening statement should be a one-liner that is intended to grab the audiences’ attention and must make them want to listen to what else you have to say. This statement or question must be directly tied to their needs. So knowing what the needs of the audience are is the key to a successful presentation.
- Current Situation:
Describe the audiences’ situation they currently find themselves in without mentioning your product or main theme. Dig a hole and throw them in. Let them feel how bad their situation really is (by not owning your product or topic) and remember, at this stage keep your product a secret to create an interest in your presentation.
- The Ideal Scenario:
Now that you have dug a pit for them, paint a picture of the possibilities and the benefits of owning your product or solution (the product or topic and still kept a secret). This again should be tied into their need and will now generate a key interest in how you are able to solve their dilemma.
- Offer a Solution:
The audience should now be sitting on the edge of their seats wondering how you can help them. This will now be the first time when the product or theme is introduced. Describe this in as much detail as required to stimulate their new-found interest. Be careful not to bombard the audience with too much information. Only give enough information that will solve their problem during your presentation.
- Benefits received:
People do not buy product for product sake, rather what the product can do for them. For each feature or element mentioned in the Solution, there must be a benefit. Each benefit must be linked to the need as mentioned earlier. This is where decisions are made whether they want to buy in or not.
- Handling Concerns or potential Objections:
The audience have at this stage made the decision to buy-in. However, there will always be elements of uncertainty going through their minds. It is here that we raise certain obvious concerns we believe that may exist and offer a solution for each. Only mention a few as they will need to raise other issues in the next step.
- Raising Questions:
Allow the audience sufficient time to raise any questions or concerns they may have. Answer these as quickly and as short as possible that allows them a clear understanding without you getting into another presentation.
- Remind them:
After the Question period, start concluding by summarising what you said in the Opening statement, the Solution and the Key Benefits that are directly tied in to the Needs. Refrain from introducing any new information as this may solicit further questions.
It is important to get the audience to do something. Get them into action by signing the contract or agreeing to a further meeting or committing themselves in some way. Rather than just leave them hanging after the presentation, they need to take some form of ownership of the presentation. If they do not commit themselves now, it will be harder to do so further down the line.
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