Too many businesses focus on talking about how good they are, or how long you’ve been in business, rather than the client’s wants and needs. Business is not about you, it’s about your clients and offering them something different to the norms, in all your presentations.
More than ever potential clients are trying to find businesses that they can relate to, trust and connect with. Many people talk about what they’ll deliver, but it is not ant different to most other competitors. If your presentations show and prove how you will deliver, that alone can be enough to differentiate your business and win the orders. Here are some helpful strategies to put you on the right path to being different.
Presentations should focus on understanding ideal clients
Focus on understanding the frustrations, problems wants and needs of your ideal clients in each of your market segments. It takes time, patience and persistence to develop successful presentations that will resonate with clients, not too flashy and not too mundane. Spraying and praying is not the way to look at the content in your presentations. Quality and targeting is critical in making your presentation stand out as being different.
Make lists of the frustrations, problems, wants and needs of each market segment you seek to work in. Next focus on listing what will make a difference and what is important to the client. You don’t need to have exhaustive lists in your presentations, but you do need to cover the most important points.
Understand the benefits you offer in your presentations
Make a list of the benefits and the advantages of doing business with you and likewise for each of your main products and services. Now you’re starting to focus on how you are different and what is important to your clients.
Often it’s not how you treat people, so how will yopur presentation outline how you are reliable, practical, useful and helpful? Do you follow through until the job is completed to the customers satisfaction?
Upgrade you presentations to reflect your branding
Many people hear all the marketing hype, read all the marketing materials and look at the website but it is meaningless to them. It’s not much different to what they already know. People would rather read a story about how you overcame adversity or how your product helped someone achieve great success. It is much more powerful and more valuable than any kind of glossy marketing materials you might produce.
Develop case studies as proof. You can reuse interviews and take existing examples to showcase the result you’re telling them they can achieve. Often people can relate to some case studies and problems discussed as they too have experienced them. This is proof that you have been able to help somebody who had the same problem or is in the same area of business.
Every business should have some stories as people relate to good stories as they build trust and help to differentiate the business. They can be about how t you started, how you overcame adversity, or how your business came to be in a particular market niche. Tell personal stories about you and you staff, as they exhibit the kind of honesty people are looking for.
Good presentations make a connection with your audience
Making eye contact while speaking to a group may be one of the most difficult aspects of giving a presentation. To reach out and touch a stranger, even with your eyes, can feel particularly uncomfortable. Lack of eye contact creates a barrier between you and the audience; it makes you look untrustworthy, shifty or unsure of yourself; it drags down your presentation and sucks the life out of it. You can help to resolve this issue and give our audience the personal attention they deserve with a quality presentation.
Have you ever attended a presentation where the speaker read directly from their PowerPoint slides? Did you wonder why they didn’t just give you the handout and let you go home? PowerPoint and other visuals are tools to supplement your presentation; many presenters, however, hide behind their visuals as a way to avoid interacting with the audience.
Clarify the ‘why’ you are making the presentations. Avoid having to present when you aren’t sure of why, or what the desired outcome should be. Is the timing right for the audience? What does audience expect to take away from your presentation, do you have the right content? Outline what you hope to accomplish before you begin and what’s important to the audience.
Testimonials can improve your presentations impact
Testimonials are great to have amongst your handouts that go with your presentations. Key client quotations in the presentations can be very powerful. When people talk about what they do, they create a description of your offering and how it helped them. Conduct interviews with your clients and use their words and quotes as an example of how you’re business is different. Often it’s the little things that make you different, not some grandiose presentation about your years of experience or education.
Use the presentations content to show examples given by clients of processes, the benefits and how your business and stories made a different. Ask people to explain specifically how they found you to be different.