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Ways of getting your message out
Tripos has spent some time over the last several months discussing self promotion, presentation skills and image. It has been a very interesting exercise, if somewhat introspective.
We needed to investigate what opportunities existed to capitalise on our move to new premises and all the related impacts on the business. The more we talked, the more obvious it became that it is how we do business every day that counts, not the new address, logo, letterhead and Web page.
So we began to evaluate the ways in which we presented ourselves to our clients
Some Thoughts
Time is increasingly critical to business. Decisions which take months to reach need to be implemented promptly. Opportunities which, in the past, may have lingered for days, weeks or even years, now need to be seized immediately or they may well be missed.
So selling an idea or concept needs to be approached with efficiency and “closing power” in mind. There may be just one chance to place your wares before your audience.
In the last decade or so, the number of ways in which you can achieve the end result have increased, to the point where it may be very confusing to a newcomer.
Where might presentation tools be of value
There is an old adage in the sales arena.
“In every situation you are either a seller or a buyer.” Think about your job for a second and see if this is not true in your situation.
• Your department’s workload has increased over time and most of your people are now taking work home, staying late unpaid or working overtime. Something has to give.
• When you approach your manager for either a new staff member or a change in the way your department works, you need to prove a case for your recommended approach and how the enterprise will benefit.
• A client or customer approaches you for advice on how best to address a challenging situation.
• You need a special component for a new job, so you either go to the market with a tender or approach suppliers who can probably do the job for you.
And so it goes on. A staff member asks for time off at a critical time of the year. Is the staffer the buyer, or are you? Of course, you may both be buyers and sellers in a case like this.
Lets investigate some options
If you are the seller, it is imperative that you get your message to the buyer in a clear and concise manner. You need to communicate the features and benefits of your proposal, and an ROI (return on investment), TCO (total cost of ownership) or payback message to the buyer while keeping their attention.
If you are the buyer, you will be looking for relevant information to be presented in a manner you can comprehend, and a reason to purchase from one supplier rather than another.
In both cases, the information you receive will come predominantly through what you see and hear.
Think back just a little way and cogitate on presentations which have made the most impact on you. I’ll bet it was not the tele-marketer. I also bet it was not the mumbling counter jumper, the person who talked above your head or below your knowledge level or the person who made invalid assumptions about your needs.
These low profit examples point out directions you should aspire to avoid.
Some vital components
• Understand your buyers needs and continually confirm that you are on the right track while “selling”
• Avoid using scripted sales approaches.
• Present your ideas clearly and stop regularly to ensure you are still travelling the correct path to close the deal.
• By asking questions, ensure you are pitching your product at the correct level.
• Use appropriate tools to help you to make your point.
Some tools to consider
In the past, points were made on flip charts. These are still a valuable tool where you need to be interactive, where comments need to be added and where a record of proceedings is required. Sometimes it helps to remove the flip chart and stick it up on the wall so the group can refer back to it during the proceedings.
If you require a larger image, the old overhead projector is still useful. It has some benefits over the flip chart because it can be created on A4 foils, written on and edited during the proceedings and then easily replicated for dissemination to participants.
The white board, specifically those with built in copying capability, allow for situations where the structure of a presentation is very fluid and prior preparation of material is impractical. The white board, or black board, is a great concept planning tool.
In 2005, the data projector is cutting a swathe through the presentation tools marketplace. There are simple to use applications for creating stunning looking visual masterpieces, with lecturer’s notes etc. Data projectors are now inexpensive enough for even the smallest business to afford. But the pre-crafted presentation is best used when you wish to stick to a rigid format, and can be a completely wrong approach where interactivity is to be the keystone of your task.
Some other thoughts
Think about the other digital products which can make your presentations more relevant and stimulating. Remember the digital camera and the scanner. These are powerful tools when used to personalise your presentation and make its content more appropriate.
For those with an artistic bent, there are also the freehand drawing and the special purpose charting applications which might be used to pepper your presentation with pertinent stimulae.
Good luck with your next presentation.
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Thank you.
Stewart Rankin Pty Ltd – ACN 007 972 901 & DL & LD Greenhough trading as
TRIPOS IT
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