advanced presentation skills - lesson 5 (t)
TRANSCRIPT
© 2016SkimaTalk,Inc.
SkimaTalk OfficialCourse
AdvancedPresentationSkillsLesson5:KnowYourAudience
SessionGuidelines
2
Introduction/briefing
Deliverpresentation(Usingpages10– 13)
Teacherfeedback/discussion
Exerciseandfeedback
5min
5min
5min
10min
Spend2– 3minutesreviewingthecontentonpages4-6.Answeranystudentquestions.
WhyKnowingYourAudience?
3
BeforeGivingaPresentation,GettoKnowYourAudience
4
Askthefollowingquestions:
1 Who ismyaudience?
2 What doesmyaudiencecareabout?
3 How shouldIdelivertherelevantinformation?
KnowingYourAudienceWillHelpYouDeliveraMoreEffectivePresentation
Benefitsofknowingyouraudience:
1 Focus
2 Pre-emptquestions
3 Getto“Yes”
Deliveronlytheinformationthatmatterstoyouraudience.
Addressyouraudience’squestionsBEFOREtheyaskthem.
Byaddressingtheneeds/concernsofyouraudience,youaremorelikelytogetyouraudiencetoagreewithyourargumentorrequest.
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ExampleoftheSameArgumentDesignedforTwoDifferentAudiences
l Iamseekingyoursupport foranewsoftwaretool.
l Thetoolwillgeneratenewsalesleadsandhelpup-sellexistingcustomers,bothofwhichwillincreasesalesforyourteam.
l Additionally, thetooliseasytouseandwillimprove theefficiencyofyourreps.
l Thecostsareminimal(1%ofbudget), andwillberecovered5weeksafterpurchasing thesoftware.
Audience:SalesManager Audience:SecurityManagerl Iamseekingyoursupport foranew
softwaretool.l Thetooliscriticaltosecuringour
customerdata.l Yourteamwillberequired to
support thetool;butthistradeoffisworththeextradatasecuritybenefits.
l ThetoolwillhelpmaintainourreputationasthemostsecureEnterpriseSoftwarecompanyintheworld.
6
PreparingForYourPresentation
7
Spend1hourpreparingforyourSkimaTalk session.
1. Review the“targetaudience”document,thepresentation,&samplepresentationnotesforthiscourse(pages9– 17).
2. Updatethesamplepresentationnotestotailorthepresentationtothetargetaudience.Eliminateanyinformationthatisnotrelevanttothetargetaudience.
3. Practice deliveringtherevisedpresentationnotesinfrontofamirror.
AreYouReady?
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TeacherInstructions:1.Listentothestudentdeliverthefullpresentationwithoutinterruption.2.During thepresentation,writedowntheareaswherethestudentcouldhaveeliminatedinformation notrelevanttothetargetaudience.Toassistyou,wehavehighlighted suggestedinformation toexcludeinredtextintheteacherversionofthepresentationnotes.3.Askthestudentthefollowingquestion: “Didyoufindthisexerciseeasyordifficult?Why?”4.Reviewtheareaswherethestudentcouldhaveeliminatedinformation notrelevanttothetargetaudience.Discusswhytheinformationmaynotberelevant.
TargetAudience:MarketingExecutive
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Who ismyaudience:MarketingExecutive
What doesmyaudiencecareabout:
• increasingsalesleads• keepingotherexecutiveshappy• buildingbrandawareness
How shouldIdelivertheinformation:focusonleadgenerationandsupportfromotherexecutives
Goal:convincetheexecutivetopurchaseanewmarketingsoftware
PracticePresentation:Slide1
Title:ProposaltoPurchaseApolloMarketingSoftware
10
PracticePresentation:Slide2
11
ApolloSoftwareWillImproveLeadVolume&Quality
Fictionaldata
IncreaseWebTraffic BuildBrandAwarenessIdentifyBestLeads
PracticePresentation:Slide3
12
CompellingDataPointsSupportApollo’sClaims
Fictionaldata
42%increaseinleadvolume
34%increaseinbrandrecognition
Apollo’s software has been a game changer for ourbusiness. We now see more leads, and betterquality leads. I don’t know how we survivedwithout Apollo!
“
“
PracticePresentation:Slide4
13
TheProposalHasOnlyMinimalCostsandisSupportedbySeniorExecutives
Fictionaldata
MinimalCost ExecutiveSupport
CEOCFO
VPSalesLegal
95%ofcostcoveredbyexistingsoftware
budget
SamplePresentationNotes:Slide1
14Fictionaldata
l Thegoalofthispresentationistogainyoursupport foranewmarketingsoftwaretool fromApollo.
l Let’sjumpright intothepresentation.
Overview
SamplePresentationNotes:Slide2
15Fictionaldata
l TheApollo softwarehasmanybenefits.o First,thesoftwarewillhelpincreasewebtraffictoour site,whichwillincrease
thenumberofleadswereceive.o Second, thesoftwarewillimproveourdatasecurity.Thiswillhelpusminimize
thechanceoffuturesecuritybreaches.o Third, thesoftwarewillhelpour teamidentifythebestsalesleadsandpursue
onlythose leadsthatarepromising.o Fourth, thesoftwarewillhelpouraccountmanagersbettermanageour
customerrelationshipsandhelpup-sellexistingcustomers.o Finally,thesoftwarewillhelpusbuildbrandawarenessaround theworld.
Increasedbrandawarenesshasbeenproventodrivemoreleads.
TheApollosoftwarewillincreasethenumberofhighqualityleads
Remember,wewantstudentstoexcludeinformation thatisnotimportant tothetargetaudienceforthispresentation.
SamplePresentationNotes:Slide3
16Fictionaldata
l Therearemanycompellingdatapoints fortheApollo software:o Customerssawthefollowing improvements totheirbusinesses:
• 42%averageincreaseinleadvolume.• 40%averageincreaseinup-sellopportunities amongexistingcustomers.• 59%averagedecreaseinthelengthofthesalescycle.• 34%averageincreaseinbrandawareness.• 48%averagereductioninthecostofsecuringcustomerdata.
o Customersprovidedmanycompelling quotes, including:• “Apollosoftwareimprovedourdatasecuritypractices.ThankyouApollo!”• “Apollo’s softwarehasbeenagamechangerforourbusiness.Wenowsee
moreleads,andbetterqualityleads.Idon’tknowhowwesurvivedwithoutApollo!”
DataIndicatesthatthesoftwareisveryeffective
Remember,wewantstudentstoexcludeinformation thatisnotimportant tothetargetaudienceforthispresentation.
SamplePresentationNotes:Slide4
17Fictionaldata
l Thecostsofthesoftwareareminimalo 95%ofthecostswillcomefromourexistingsoftwarebudget.
l Support fromexecutivesisstrongo Theprogram isalreadysupported bytheCEO,CFO,headofSales,andheadof
Legal.
Costsareminimalandexecutivesupportishigh
Discussion
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ForDiscussion
19
Discusshowyouwouldalterthecontentofthepresentationforeachoftheaudience’sbelow
ChiefSecurityOfficer
SalesExecutive
LegalOfficer
Whatinfointhepresentationfocusesonsecurity?
Whatinfointhepresentationfocusesonincreasingsales?
Whatinfointhepresentationfocusesonkeepingthecompanyoutoflegaltrouble?
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EndofLessonWeHopeYouEnjoyedIt!