Image is Everything!

Have you spent hours preparing a presentation for a prospective client? Is the flow of information just right to communicate your compelling benefits. Make sure you complete the circle by packaging the finished work in a clear view binder; electronically in a DVD/CD Bindera>; or in a binder with individual sheets in sheet protectors.

Presentation Magic: Potion for Success

Everyone remembers at least one dynamite presentation in recent years that knocked their socks off! What made it so memorable? Was it the subject matter, the speaker’s style, the graphics, or the tools used to make the presentation (binder with sheet protectors, flip chart, overhead projector, computer, etc.)?

The simple formula that is part of every great presentation can be summarized in the Rule of Three: Sandwich Information; Ask Questions; and Use No More Than Three Points Per Page.

Sandwich Information

Think of the material as parts of a sandwich. The top tells your listener up-front, “What’s in it for me?” If you give each member of your audience the end benefit they will receive by actively participating in your presentation, you will have their undivided attention. This works for formal presentations, as well as one-on-one calls. On individual calls, also include the call to action (e.g. to place an order).

Follow the style of a headline, grabbing attention with such up-front benefit statements as: “I have a vision. By the end of this session each of you will be more comfortable and effective in delivering sales presentations. Which new customer will you target first?” By ending your opening statement with a question (and a pause) you will captivate the audience in the first few minutes. Sincere enthusiasm in your voice and mannerisms adds the powerful punch of an exceptional presenter.

You fill the sandwich with supporting material and examples from your own experience. When showing the individual presentation pages, be prepared with “war stories,” those experiences you have had that emphasize the point you are making. Select “war stories” with successful endings. As a certified public accountant demonstrating flexibility and persistence, you might say, “I once made a call on a small, rapidly growing business. The owners handed me a brown bag with receipts and asked for their first quarterly report. I not only sorted the receipts, but increased their operating income by 50%!”

Complete the sandwich with a very specific call to action. Before you start the presentation, have an objective you want to meet. Objectives include an order for immediate shipment, a signature on a service contract, a commitment to attend a workshop, or an agreement to meet again to further refine the proposal. Customers are most comfortable when you state the objective in your initial opening statements, then wrap up the presentation by repeating the call to action.

Ask Questions

When an audience is given information in lecture style, you will look around the room and find many glazed stares. However, when you put on the reporter’s hat and stimulate thought processes by asking questions with words such as Who, What, Where, When, and How, the audience stays on their toes. When you ask a question, even in a large group, someone will answer if you take the time to pause. The net effect is involvement from the entire group.

Sample questions include: What has been your best technique for opening a new account? When was the last time you reviewed your marketing plan? How did you learn about this presentation?

Limit Points Per Page

According to communications expert Lois Pryor, Pryor Communications, in “Seven Habits of Highly Effective Writers,” states that you should write less, show more. The same concepts apply to a presentation. She confirms with university studies that in this age of sound bytes: No More Than Three Points Per Page and Less Than Seven Words Per Line will get the best response from the audience. Add a graphic to achieve optimum memory retention. Make certain the graphics ties to the point, and then add examples from your own experience during your presentation.

Use font sizes that are large enough to be comfortably viewed from the back of the room. A good font size for the main point would be 100-150 points, then bullet points shown below in the range of 90-100 points. The supporting points can be a smaller size. This visual summary demonstrates the priority of the material to the audience. If all they remember is your large font main point, you will be seen as a memorable speaker!

Technical Support

According to Steve Massey, Hail Associates, “Popular presentation packages include Microsoft Power Point, Corel Presentations and Lotus Freelance. These can be used for presentations in many formats: printed, on-screen, or overhead transparencies. Sophisticated equipment such as LCD panels can project the computer screen image onto a screen.” If you are unsure about which program is best for you, consult an expert.

Follow the Rule of Three for memorable presentations every time!

Sandwich Information
Ask Questions
Use No More Than Three Points Per Page.