Doug Davidoff
When you go-to-market, you must be able to make a compelling presentation to your selected audience. I'd like to share with you the format that I've found works for virtually any type of presentation. Before I give you the structure, let me explain some basic rules for any type of business conversation.
1. The conversation/presentation must create value. For more, click here.
2. If you want to persuade people, you must first be able to keep their attention – so make sure what you say is compelling.
3. Never, never, never start your presentation with the traditional, “Let me tell you about us,” introduction. There’s nothing else you can do that will make a highly qualified audience tune-out faster.
Now the structure:
Vision – Start your presentation with the ideal vision your audience desires. This will demonstrate that you understand what they are trying to accomplish.
Challenges & Obstacles – You’ve demonstrated that you understand what they want, now it’s time to demonstrate that you understand all the things your audience is dealing with. Lay out as many challenges and obstacles as you wish – just make sure they are genuine. There is nothing that will undermine your credibility faster that making up issues. I know that I’m delivering a good presentation when half of the audience is ready to give up because the challenges I’ve described appear to be too great. What, they think, is the point of even trying?
At this point, you should have your audience’s attention and they will be invested in your presentation. You’ve demonstrated clearly that you understand their situation as well as, or better than, they do. When you’ve accomplished this, you have earned the right to demonstrate how you can solve their problem.
What we do to overcome the challenges and obstacles – Now it’s your turn to talk about how you solve the problem. Here is where you present your solution. At this point you are only communicating your promise, or value proposition. It should be clear, concise and to the point. The next part is where you can expand.
How we do it – Present your process. Why are you the people who can solve the problem? What makes you so special? If you feel the need to present your credentials, this is the time for resumes, client lists, or case studies. (though much of this isn’t necessary). In Part 3 you make a big promise. This is where you tell the audience “how.”
Call to Action – Tell the audience, clearly, what you want them to do. I’ve seen great presentations completely fall apart because the speaker left it to the audience to assume what they were supposed to do. Do you want me to buy something? Tell me to. Do you want me to set an appointment? Schedule a demo? Give you more referrals? Tell me.
That’s it. Five parts to a powerful presentation.
Let me know what you think.
