Tag Archives: Presentations

It’s time to start the play

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.

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Don’t Slow Down

Just pause.

When you listen to someone with a very thick accent, it can be difficult to understand what they’re saying.  But if you give your brain a second or two, it processes their meaning and feeds it to you.

Being a fast talker is like having a thick accent.

Whether you’re nervous, new, or just from a fast-paced region like New York, if you’re a fast-talker, you’ll risk losing your audience.  Eventually, you’ll be given well-intentioned advice to slow down.

Don’t slow down.  It’s unnatural for you and, frankly, really difficult to do for more than a sentence or two.  Then you’ll find yourself back to a hundred words a minute.

Just pause.

Present your ideas at your normal speaking pace, but pause between sentences to give your words time to sink in; time to let your audience’s brains process what you’re saying and catch up with you.

Then carry on.

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Pause

You get a lot of content across in a presentation.  More than will ever be remembered by your audience.

That said, here’s a simple technique to ensure that they receive more of your message:

Pause.

The transition of an idea from your brain to your mouth is faster than your audience’s consumption of that idea from their ear to their brain because they have to digest it on the way in.  So make your point, explain your feature, describe the value, finish your sentence… and pause.

Count “three.. two… one…”* to yourself and then on to the next one.

It’s the tempo of your communication that draws them in.  A steady, clear beat provides open space for them to comprehend or ask for clarification, and then you can move on.

 

*That “three.. two… one…” goes faster than you think.  Maybe a full second.  If you make thirty major points over an hour, you’ve added half a minute to your presentation.  Don’t rush; you’ve got time.
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For Example…

When multi-channel data enters the system through the Context Adapter, it can either go through the Data Processing Layer, the Context Service, or the Event Stream Processor.

Depending on which entry path is taken, the data might pass through the Dispatcher and Message Bus, or possibly the Context Gateways and Enrichment Services, ultimately residing in the Core Customer Profile,* which you might then leverage through the Analytics Layer or, really the point of the whole exercise, through the Consumption Layer.

For example…

Mr. Customer, when Sue your consumer sends out a tweet referencing your brand with a few not-so-polite hash-tags, we can capture that tweet, its context, and determine its negative sentiment.  Isn’t that an important insight?

When we start to match up Sue’s Twitter handle with other hints and clues and customer data we’ve gathered through other channels like your web store and her order, we can put two and two together and realize the product was likely damaged in shipping.  Now wouldn’t Sue love to hear from you to rectify the situation?  Wouldn’t her next tweet be in praise of your brand?  Isn’t that the kinds of customer service that will differentiate you from your competition?

Both of these sections tell the same story.

If you’ve got an amazing innovation that took a few ingenious and technological leaps and bounds to create, you’d better give your audience a few examples of how it all works.  They simply haven’t caught up with you yet.  Telling Sue’s story helps your audience realize that there’s a missing piece.  They’ll suddenly know what a Context Gateway is and why they want one.

 

*Only after passing through the Secure Access Layer, naturally.

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Record It

You invest a lot of effort learning solutions, understanding the marketplace needs, and preparing for presentations.

Why not save this effort by recording it?

Tools like Camtasia can capture your screen and even a cheap USB microphone records broadcast-quality sound.  If you spend an afternoon learning the basics of the Camtasia editor, you’ll learn to cut, zoom, pan, and merge media clips together into a tight, professional video.*  Now you have a backup, a leave-behind, a promotional video, and a growing library of recordings you can depend on down the road.

You might also want to record yourself as you learn.

Turn on the recorder as you work through product marketing presentations of the latest releases.  As you read through them, you can practice explaining the concepts to pretend customers or work out use-cases and examples.  Record yourself as you set up demo data or walk through standard scripts and you’ll always have a reference for those intricate bits.  You may never edit (or even look at!) these recordings, but they’ll be there for future reference.  You’ll be surprised how quickly you recall your thought processes and understanding as you review them.  You’ll be ready to share them with others who are starting down paths you’ve already covered.

And that’s the return on your investment.

*You can even add ukulele background music, if you must.
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Save the Day

Often, too often, the agenda is not clear, the audience is not understood, and the purpose of the meeting hasn’t been communicated.

As Pre-Sales it is our responsibility and delight to save the day:

  • Determine what the audience is there to learn
  • Volunteer to take over
  • Grab their attention and bring them value.
  • Be brilliant and brief

Look at that.  You’ve been memorable.

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Reversing the direction of What, How, and Why

Surely you’ve run across a messaging structure that helps boil down everything you have to get across into simple steps.  These frameworks are easy to use and help you think while reducing the time and effort required to prepare a customer presentation.  Let’s look at two of them:

Is-Does-Means

If you have a module or a feature, you can quickly and clearly get across what it is, what it does, and then close the point with what that means to your audience, e.g. “my mobile phone is a small, battery-powered mobile device which helps me do email, messaging, and phone calls, which means I can stay in touch with family, friends, and business partners wherever I am.”

What-How-Why

As you prepare your solution and how it specifically applies to your customer, you might find it helpful to write the words What, How and Why on separate pieces of paper and brainstorm through a mind-mapping exercise.  You’ll come out with something like “our product is a call center (what), it handles inbound and outbound communications and manages tickets through to resolution (how), so that you can better serve your customers (why).”

The direction of these structures is from your product to the benefits they provide the customer.  What happens if we play these in reverse?

If you want to stay in touch with your family, friends, and business partners no matter where you are, it would be helpful to have a single device that can help you do emailing, messaging and phone calls, like a mobile phone!”

If you want to serve your customers better, you’ll need to handle inbound and outbound communications and tickets through to resolution.  Our call center product…”

If you want to grab your audience’s attention, start with the value to them, progress through what they’d logically need to accomplish that value, and conclude with your product as the solution.

The Whys and Means will usually jump out at you during discovery.  Flag them.  When you craft your messaging, simply collate and prioritize them.

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Let the Customer Open

Surely in your qualification and discovery conversations* you’ve covered the basic purpose of your planned meeting: who will be in the audience, what their expectations are, and an agreed upon agenda.

But when it comes to the meeting itself, have your host open the meeting and lay these details out for agreement.  In this way, the meeting is by the customer, for the customer, and about the customer, rather than by, for, and about you and your products and services.  If there’s disagreement or there are political struggles going on, the audience members can resolve these things themselves without you having to defend.

The stage is now set on their terms. Your presence is to help them in their decision-making processes.

Now you can begin to share why you’re there to show, how you’re going to do that, and what you want them to take away.**

*No, “just give them the standard overview” is not a qualified discovery
** Which is, by the way, a fantastic three step introduction framework.  Quick, to the point.  On with the show!
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Five Minute Demo

From way outside the enterprise software space, here is a pair of demonstrations we can learn from.

I would buy this product based on this fundamentally sound,* informative, and compelling demonstration:**

Let’s dissect it just a little:

  • A quick “hello, here’s what we’re going to be talking about”
  • Brief demo on his own terms of the product to give us a taste
  • Educational review of the major features, and what it does
  • Deeper demo showing the real use cases we care about and the resulting variety and power of the product we care about
  • Brief summary, praise, and call to action

There was joy and enthusiasm on the part of the presenter from the opening seconds, and he showed us enough to let our imaginations fill in the rest.  Wouldn’t you love to be able to coax your own sounds out of this unit?  Don’t you want to discover what else it can do?


I wouldn’t buy this product based on this rambling checklist:***

Let’s rip it apart:

  • Hello, here’s what we’re going to talk about
  • Tangential, distracting story
  • Long technical feature-function training course
  • More features and functions
  • Even more features and functions
  • Ineffective and out of place cross-selling pitch
  • Finally, demo!  …Well, ten seconds of demo, then back to the training class and another cross-selling pitch
  • Ten seconds of demo, thirty seconds of explanation; repeat, repeat, repeat
  • Thanks for watching, for more information go to the website

There was no joy on the part of the presenter.  Does he even like playing guitar?  Nothing was left to the imagination, no stone left unturned, and you walk away thinking “that’s all it does.”

* Sure, it could have used a little more editing and another draft.
** I did, actually.
*** From the manufacturer’s rep!
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Your Competition is out there

On YouTube, actually.

While your engagements will keep you busy discovering, preparing, presenting, and following up, it’s a good practice to check out your competition once in a while.

Watch their demos.  Take notes.  Observe what they say versus what they show.  They reveal an awful lot about themselves in a few short minutes.*  See if you can duplicate their use cases with your solutions.

Your customers are watching these demos too**, so you’d better be familiar with the expectations they’ll have of you.  These demos are the table-stakes in the game.  The better ones will set the competitive bar.  Match the competition’s bid, raise ’em, and call.

You should be knowledgeable enough of your competition to do a better job positioning their solutions than they would.

Because you’re the best.

*Or longer.  Customer conference keynotes, training classes, customer stories, future visions, press releases, and more are available to you within a few clicks.
** When your prospective customer searches for videos about your solution, what will they find?
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