The goal of every presentation should be Action!

“What is the goal of your presentation, Janet?” I asked. “I want them to be able to really get to know our company and what we stand for.” “Why?” “Because people buy from people they like, and by knowing more about us and our company, they will like us better and buy our products.” Misguided truth, applicable in some instances but utterly WRONG in this situation!

Most small business owners assume that talking about themselves is interesting to the client!
Janet (Name changed to protect the mis-guided) is one of the principals at a property management company that I was working with on a recent presentation that was to be used online as well as at local events and trade shows in southern Florida. Now this is a pretty big company, with over 500 properties in their portfolio, which is why I was surprised by the answer Janet had for me. Like Janet, a lot of people assume that the reason for giving a presentation is to introduce/reintroduce your company to the audience and to give them information.

No BLAH, BLAH, BLAH!

We really don’t care when you started your company, how you grew from two employees to 200, what type of high tech equipment you have invested in, blah, blah, blah..

What I want to know is What’s-In-It-For-Me! What problem that I have are you going to solve? How are you going to make my life easier? What do I get for sitting here and listening to you go blah, blah, blah?

ONE THING ONLY!

So how do you get them to do one thing only? Tailor your presentation to be focused on getting them to do the one thing. That means, you talk about the problem they are having, show them the solution, give them trigger statements, show them some testimonials of clients that have had a great experience with that product and then finally tell them what they need to do to get the golden egg! Do you want your audience to stand up and learn the shuffle? Do you want them buying your product? Do you want them to sign up to be on your mailing list?

So in your business, how do you move your audience to action?

 

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