how to prepare a steering committee presentation

How to Prepare a Steering

Committee Presentation

Whenever you get the opportunity to address a group, make the most of it

Structure the Presentation

Addressing the Audience

Know your audienceMotivate your audienceHelp your audience

Build a Slide

Hints and Tips

Why are you telling us this?

What are you saying?

What use is it to me

Know your audience so you can approach them correctly

What does the audience need to understand and at

what level?

Put yourself in the shoes of your audience

We have to meet the expectations of the Steering Committee only

Concentrate on those who make the decisions

Their expectations determine the language you should use, the scope or depth of details

• What are their expectations?• What do they know already?• What do they think about the subject?• What do they need to know?• What don’t they need to know?• How will they use the info?

Who are they?

Remember that different audiences requiredifferent styles

Favourable

Neutral

Unfavourable

Be directSet goalsDon’t oversell

Uninformed: Let them see the need to know

Uninterested: Help to visualise the benefit

Undecided: focus on selected points

Find common groundsSee their point of viewPresent facts & evidence

Motivate your audience - a presentation is more effective than a document in creating

actions...

Situation

Impact

Feedback

Reader Audience

Free

Low

None/slow

Captive

High

Immediate

…however, your audience is handicapped by several things

Rate of assimilation

Quantity of information

Selection of information

Reader Audience

Flexible

High

Yes

Imposed

Limited

No

To be effective, you need to help overcome the handicap of your audience

Focused on essentials

Present only what has to be said

Keep “backups”

Tightly structured

Audience cannot refer backwardand forward to a speech

Clearly visualised

To reinforce the message

Oral comments to complete

Still Understandable as a written report

P r e s e n t e d :1 M a r c h , 1 9 9 9S l i d e # 2 1

I n G r o c e r y s o m e s a l e s e x p e n s e s o f s o m e p r o d u c t g r o u p s a r e p a i d b yP F M E

0 %2 0 %

4 0 %6 0 %

8 0 %1 0 0 %

M i l k I n f a n tN u t r i t i o n

C o f f e e I n s t a n tD r i n k s

C u l i n a r y C o n f e c t P e t f o o d B r e a k f a s tC e r e a l s

C o o pC o o p

0 %2 0 %4 0 %6 0 %8 0 %

1 0 0 %

L i s t i n g f e e sL i s t i n g f e e s

0 %2 0 %4 0 %

6 0 %8 0 %

1 0 0 %

P r o m o t i o n a l d i s c o u n t sP r o m o t i o n a l d i s c o u n t s

S a l e sS a l e sM a r k e t i n gM a r k e t i n g

S o u r c e : M a n u a l t r a c k i n g J a n - A u g 9 8

Structuring your presentation to ensure your audience is with you

Key MessagesStoryboardIntro/Conclusion



Build a Slide

Hints and Tips

Key messages form the substance of a presentation and help promote active

listening

Substance

Form

Time

Concern

ANALYSEAdd value to information

COMMUNICATEPromote activelisteningInfo -> Analysis -> Message

ORGANISECreate a linkbetween ideas

Substance

Form

Time

Concern

Start to think early about the format of your presentation

Messages StructureStoryboard

Don’t wait until you have found the answers before planninghow to communicate the results

Do not communicate in the way you have analysed the subject

Idea

AnalysisAnalysis

Message

CommunicationCommunication

Problem-solving Complex / thorough Narrow scope

Argumentation Simple / relevant Broad scope

The structure shapes the way the audience receives

the message

Set up a visual outline of your presentation

Background Key messages

Opportunities/Benefits

Identify the topics to be analysed

Topic Topic Topic Topic

Extra slide to summarise long

sections

Topic Topic Topic Topic Topic Summary

Topic Topic Topic Topic Topic

“Back-ups” to anticipate questions

or discussions

Section 1

Section 2

Section 3

Road-map

Title

Summary

pre-frame your presentation to set the right expectations

The storyboard is a powerful visual outlining tool

To organise ideas

Gives you a full view of the presentation all the timeChecking or trying new approaches becomes easy

To check progress

To work as a team

To divide up responsibilitiesTo ensure that all parts fit coherently

Pay particular attention to the introduction and conclusion

Attentionlevel

Time

ConclusionIntroduction

Tell them what you are going to tell them

Tell them

Tell them what you have told them

Use slides to really focus attention and visually represent the findings

Keep it simpleUse graphics and builds to deliver Pictures speak a 1000 words



Build a Slide

Hints and Tips

Graphics help to get the message across

The purpose of your presentation is to communicate ideas and information ...

Not to dazzle people with fancy graphics …

When the session is over, you want your audience marching out discussing the ideas you set forth ...

Not talking about the neat graphics or the special effects !

Keep the purpose of your slides simple - limit it to three key messages

It is easy to remember

It is easy to understand the link

Additional points become weaker

Each visual has a key message as a title

Identify the message - state it concisely as a sentence

The purpose of graphics is to support the message

Topic

Source: for all analysis charts

Choose the right chart form

Emphasise the message

Highlight the areas you want to talk about

Source: incentive schemes

GroceryIce

Cream Confec Dietetics FSSales Volume 56% 65% 25%Peso Sales Target 11% 13% 30%Special Product Vol. 43%Consistent Effort 20%Collection 10% 20%Market Hygiene 9% 15%Distribution 4% 5% 5%Merchandizing 8% 5% 20%Reporting 2% 2%Trade Development 5% 7%Call rate 7%Strike rate 7%Organiz./Admin 6%

Promo Responsibilities 51%

Territory Mgt. 44%

Org. Resposibilities 5%

Total 100% 100% 100% 100% 100%

Used criteriaNot used criteria

Example: Incentive Criteria for Sales Reps in Market X

… but all focused onvolume or value targets

Morein-store

time

Lessofficetime

Retail sales repsin-Store time

breakdown in minutes

Average %Waiting 3.0 20%Money collection 2.8 18%Sales talk 2.6 17%Merchandising 1.9 13%Order taking 1.2 8%Booking Check 1.3 8%Stock check 0.7 5%POS Material 0.5 3%Return mngt 0.5 3%Pleasantries 0.3 2%Coach/Delegat 0.4 2%Total: 15.2 100%

34%In-store time

19%Office time

9% breaks

34%Travel time

Sales forceday breakdown

Use animations to show visuals with a lot of information

For example, incentivise (more): Trade development Listing of new products Profitable products Above target performancePerformance in difficult months Sales at beginning of month

Source: SFAA conducted 1998

Example: Incentive scheme in Market X

Source: Interviews with K/A team

Share maintaine

d

Competitive threat

Lower consumer

price

Lower trade price

Increase in Trade

Spends

Trade spend is a vicious circle that drive costs

upwards

Lower profit

Retailer margin

pressure

…leading to higher pressure on trade spend

Lower share of voice

Lower investment for growth

Lower share of innovation

CategoryVolume decline

…and a decline in brand support

Brand erosion

Decrease in brand

building spend

0%20%

40%60%

80%100%

Milk InfantNutrition

Coffee InstantDrinks

Culinary Confect Petfood BreakfastCereals

CoopCoop

0%20%40%60%80%

100%

Listing feesListing fees

0%20%40%

60%80%

100%

Promotional discountsPromotional discounts

Source: Manual tracking Jan-Aug 98

Make charts as clear as possible SalesMarketing

Use pictures to show facts

“One picture is worth 1,000 words”

Opportunity for improved visibility by "better" merchandising in General

Trade

Opportunity for improved visibility by "better" merchandising in General

Trade

FIFO respected?

We have high presentation standards to live up to

Preparation & PolishHandling your audienceThe Team Effect



Build a Slide

Hints and Tips

As a team we want consistency in our presentations

Slide set up

Use Arial - it is easier for the audience to see

Check your colours can be seen when projected

Spell check in English (UK)

Transferring files

All presentations will be copied onto two laptops

To save file space please ungroup all charts

We will leave handouts of the presentations

Please check that your slides are fully visible in pure black

and white

Good preparation will make you more confident and convincing

Presentation

Start developing your presentation early - leave plenty of time for ‘tidying up’

Delivery

Rehearsing is one thing, committing the presentation to memory and performing it by heart, is not the way to go. You need to present, not to recite

The best presentations are made from the heart and on topics that people really know

Dress as your audience would expect, but also ensure you are comfortable

Supporting Documents

Don’t limit the staying power of your message, by providing it without the right support materials

Build a rapport with your audience

Face your audience not the screen

Make eye contact - sometimes with a friend is easier

Use humour only if you know how

Keep your language appropriate for the audience

Engage your audience - do not intimidate

Don’t wander around the room

Lose the computer – that is – don’t hide behind it

get up in front of the group, where you belong, as

presenter, leader, moderator, and communicator

Never answer a question directly until you have

determined the intention behind

Pay attention to the unconscious communication

process in physiology and voice qualities

Keep emotionally detached. It is the information which

is being questioned, not you

There are three golden rules for handling questions...

After you have understood the question - then answer professionally

Avoid getting drawn into a technical debate

Never get defensive

Direct criticisms or personal attacks away from the

person and towards the subject

Turn judgmental/hypothetical questions back to

where it came

Answer questions/statements from confused minds

at a higher level first

What is the difference between an elephant and an audience?

The elephant never forgets … the audience occasionally remembers

Observe your audience and adjust pace and style to their needs

A lecturer once called out to Fred at the back of the audience and said...

Fred calmly stood up and said to the lecturer... “You put her to sleep…you walk up here and wake her up

yourself!”

“Hey Fred…lean over and wake up Mary next to you please…”

« The object of oratory alone is not truth, but persuasion »

Lord Macaulay

The process part of your presentation represents 93% of your overall message. The content counts only for 7%

Eye contacts for 3-4 seconds with key persons to connect

The fewer notes you use, the more natural and seamless your presentation will be

Leave your colleagues to take notes

Watch your Physiology (breathing, gesture) & your Voice

Use WE not I - it gives confidence and credibility

We are there to support our colleagues not challenge them

In Summary ... don't forget the old Greeks...

Ethos

Your personal credibility, the faith people have in

your integrity and competence

Pathos

The feeling... are you in alignment with the

emotional thrust of the audience's communication

Logos

The logic, the reasoning part of the presentation

how to prepare a steering committee presentation

Documents

message slide

slide hints

structured audience

analysed topic extra

message oral comments

direct set goals dont

different audiences

essentials present