You’ve got an audience’s attention, which is, when you think about it, a pretty good financial investment on their part. Interested parties and decision makers have come together, on the phone or in person, to hear what you have to say.
You’ve got this audience’s attention, and they want you to talk about them. More to the point, they came to see how your product can help with their business needs.
You’ve got your audience’s attention, and it’s important to set the context of the conversation by reviewing their challenges and how you’ll be resolving them.
You’ll start losing some of your audience’s attention as their cell phones start buzzing and important calls come in, but it’s important for them to know the background of your business and the amazing stories behind some of your reference customers and how successful they have been using your solution.
You’ve lost your audience’s attention because you took 27 minutes to start the play.
They came to see a play. It’s okay to tell them what the play is about, but you’d better tell them when the play is going to start.
Oh, and start it quickly.