Are your presentations winning over your clients and prospects? Columnist Matt Umbro shares tips for crafting presentations that truly connect with your audience.
Whether you are pitching a prospect or showcasing account results and initiatives to an existing client, crafting engaging and relevant presentations is crucial. The presentation allows the vendor to prove the value of its work to the client in a digestible way. Especially for prospects, the presentation is the main takeaway and could very well determine if the two entities work together. Creating presentations shouldn’t be a task, but rather an opportunity to impress your audience.
For this post, I’m defining the presentation as both the actual PowerPoint and the delivery. Not only do you need to provide good content, but you must present it in a way that won’t bore your audience. Here are five tips you can try to make your presentations more engaging.
2. List the key takeaways at the beginning
You should tell a story through your presentations, but you should also include a summary at the beginning. This summary can be bullet points or quick-hit items that give an executive-level overview. The purpose is to give a 30,000-foot view of what’s going on to anyone who only has time to digest the key takeaways.
Using our example regarding growth, here’s what a key takeaways slide may look like. Remember that each of these items will be discussed in greater depth later in the presentation, but for brevity’s sake, we’re summing each up in a sentence.
- The current attribution funnels will be analyzed to determine how much each channel and source is assisting in the conversion journey.
- Based on what we know about our audience demographics, we propose expanding into Facebook and Pinterest to begin.
- The minimum performance requirement for each new platform is to break even with a clear focus on user engagement.
As you deliver these takeaways, be prepared to give a short oral explanation as a follow-up. Again, it doesn’t need to be long, since you will be discussing more later, but be prepared. For example, after the third bullet point, I may say:
“Though expanding into new platforms is a good opportunity, we understand that the return still needs to break even at the very least. We’ll be reviewing our attribution funnels to make sure each platform is contributing somewhere in the process. We’ll also pay attention to engagement metrics such as post reactions and shares. Even if we aren’t seeing last-click revenue, we want to be interacting with our consumers.”