Let's say you've just been given the opportunity to address an industry gathering and, of course, you want to do it because it will provide your company with a lot of visibility.
However, you don't want to make the talk appear to be an advertisement for your company and thereby "turn off" audience members before they understand all that your company can do.
Here are some presentation tips:
>> Create a focus for your talk around a specific topic that's sure to interest competitors and prospects alike.
>> Illustrate the talk with stories about how your company solved a problem or discovered an unusual solution. Perhaps the company has trimmed delivery times or found new ways to keep overhead low.
You don't want to give away clients' secrets, but you can advance your position by humanizing each story.
Generally, I don't use a client's name without express permission. Instead, focus on the nuts and bolts of the problem to be conquered and the path you took to a solution.
Questions are goodAlso, be prepared for questions. Accept them; don't view audience questions as interruptions of your speech. Consider such interest a compliment because it indicates your audience is engaged.
If the question relates to proprietary information, you are in no way obligated to be exact in your answer. If asked about specific dollar volumes, instead of quoting particular numbers use percentages (which are always more impressive anyway) or terms like "significant" or "unexpected."
If the question touches on a specific colleague's behavior, don't name the colleague or his behavior when you respond. Always make the content the focus, not the people involved in the situation or issue.
For instance, when a client asked why their department couldn't rush a project, I didn't focus on the individual who wanted to beat the deadline. Nor did I say, "Well, Joe Jones, the department manager, doesn't like to rush projects."
Instead, I used a metaphor. I answered with a question of my own.
"Would any basketball player try to shoot for the hoop from the opposite end of the basketball court? No, they'd have a better chance of scoring if they took the time to dribble the ball first."
Remember this: If you single out a particular colleague as part of the problem, it doesn't help solve matters. It simply creates other thornier issues.
An arsenal of engaging stories can bring more clients
Plan ahead, work harder for trade show success
Sales of Custom Homes on the Rebound
