GUIDE.

TOP TIPS:...for High Impact Presenting.

3

INTRODUCTION The ability to present information clearly and effectively is an essential skill in the salesperson’s toolkit. In many cases, the strength of a presentation can be the difference between success and failure. Your next deal is subject to a great first impression and a lasting one at that; but all too often a good message gets clouded by bad delivery. No matter how good a pitch is, if it isn’t presented with conviction, power and confidence then there’s little chance it will get heard. Those who master the art of presenting deliver high impact and persuasive messages with style and substance, putting them a step ahead of the competition and a stride closer to the deal.

Pareto’s industry-leading sales trainers have compiled a brief guide to high impact presenting, designed to help make those small changes that will make a big difference to your pitches.

“FAIL TO PREPARE,PREPARE TO FAIL”

The delivery of a compelling presentation depends on a strong plan. While you may already possess knowledge or experience of a particular field, without adequate and specific preparation you’re setting yourself up for a fall before you’re even off the starting blocks. To present yourself as an expert, you need to be an expert. Researching the topic thoroughly will provide the knowledge required to present directly and with impact.

While planning prepares you, practising builds confidence. Although many prefer to ‘wing it’, failing to practice can undermine the message you’re trying to convey. If you enter a pitch without feeling secure in your message, not only will the audience know but your delivery will be at risk too.

UNDERSTAND YOUR AUDIENCE

Understanding the audience is essential to any presentation. Every message should be tailored to fit the needs of the recipient. Senior executives won’t want to hear about the technical specifications of a product or service; they are more interested in the bottom line benefits and the difference you can make to their business. While an audience of engineers will respond to statistics and evidence to support what you’re saying.

Give a lot of thought to whom you will be presenting to and work out what will interest and intrigue them. By understanding your audience you will understand what they need to hear, therefore you can adjust your presentation accordingly.

IT’S ALL ABOUT TIMING In most cases there will be a time limit, whether it’s one set by yourself or by the limitations of the situation. Either way, it’s important to stick to them. Too short and you’ll leave your audience second guessing, too long and they’ll be bored. Make sure your presentation fits comfortably into your time limit and practice it; that way you can deliver at a pace you feel comfortable with and you can be confident nothing will get left out.

A STURDY STRUCTURE WILL SUPPORT YOUR MESSAGE

Structure is imperative when delivering a truly compelling message. It retains the attention of your audience while keeping you on course. Having a strong and fluid structure in place ensures you maintain a linear approach to the subject; it guides you from one point to the next.

The customer won’t always remember everything you deliver, no matter how engaging you are. Clear themes and a logical path topped off with a good conclusion will make a big difference to the amount of information the customer retains.

4

2

1

DON’T LOSE FOCUS One of the most important things to remember when delivering a high impact presentation is to be compelling. To achieve this, your presentation needs to have the right focus. A typical sales pitch should be benefit driven. There’s no point highlighting your product, service or features if the audience can’t see a benefit to buying.

Focus your presentation on the issues, problems or challenges the customer may be facing and show how you will help them meet those challenges. Successfully doing so will actively include your buyer in the discussion - captivating their attention and gaining their commitment.

VISUAL AIDS: LESS IS MORE Visual aids are key to any successful presentation. If used right, they enhance your points and help engage your audience. Some people respond more to visual messages than to verbal ones, so it’s a good idea to provide both to suit all of your audience. However, they are intended to support the message, not to drive it.

Too often presentations involve slides with an overload of information. Visual aids are there to make a presentation stronger and more illustrated; by becoming overly dependent on them, you risk a smooth delivery and can end up damaging your confidence. Ineffective visual aids will alienate your audience as you find yourself interacting more with them and less with your customer. Keep it simple.

DON’T LET NERVES DISTRACT YOUR AUDIENCE

Everyone gets nervous before a presentation, but failing to combat this will leave your presentation looking weak and you looking ill prepared. When going up against your competitors, appearing calm, collected and competent is of utmost importance. The goal is to connect with your audience; if you’re fidgeting or stumbling, your audience will be too distracted to successfully digest your message.

Before entering any presentation, arm yourself with empowering beliefs: “What do I believe about my product?”; “What do I believe about my company?”; “What do I believe about myself that will enable me to deliver a truly compelling presentation?”.

IS YOUR BODY SPEAKING THE SAME LANGUAGE?

A successful pitch isn’t merely measured on the content of a presentation. When delivering a high impact presentation, the most important visual aid is you: the presenter. Your body language can say a lot and can sometimes betray the message you are verbally trying to convey.

By being conscious of your body language, you can use it to your advantage and use it to support the key points. Open gestures and strong eye contact will ensure you receive the full attention of your audience, as apposed to any other visual aid.

START WITH A STATEMENT, FINISH WITH A BANG

Making an entrance is critical; you need to have your audience’s attention from the outset. So, get them hooked. If your opening clause is powerful, direct and delivered with conviction then you’re giving yourself a much better chance of maintaining your audience’s attention for the ensuing slides.

Keep in mind that in many cases you will be measured against competitors who are also presenting so ask yourself what will make the customers sit up and pay attention right from the start.

Likewise, you need to end your presentation in a similar way; ending on a solid note will make sure your presentation doesn’t come to a dull end. Remind your audience of your most important and persuading point. Be direct and to the point while you deliver your central message and don’t rush as you approach the finale – stay confident and composed and finish with a bang!

5

6

7

8

9

HEAD OFFICE ADDRESSPareto House, Church Street, Wilmslow SK9 1AXT 08436 367 669 W www.pareto.co.uk E info@pareto.co.uk

Call Pareto today for more information on 08436 362 321or email info@pareto.co.uk