|
|
|
|
|
|
|
|
 |
By Gregory J. Pollack
Congratulations. You have completed the presentation. It looks great. Great ideas, sound strategic thinking, even innovative ideas. The graphics are appealing, the font selection is perfect, and everything is bound neatly together.
One point to consider. While you have just completed a major portion of the presentation, you now you have to present. Now is the critical time that you put your best foot forward to not only impress others that you know what you are doing, but even more important, that you know how to sell-in the sound ideas and strategy which you created.
However, many times even though you have a solid program to present, the program could quite possibly fall flat if not handled correctly in front of the client. With this in mind, there are many steps you can take to prepare for the presentation, further ensuring that you win the business.
Now, more than ever before, clients want people that know how to present, know the little subtle nuances that make or break selling-in programs to their salesforce, key accounts, marketing and sales field team, and most important, to consumers.
For a recent presentation to a global entity, we at PBM Marketing Solutions, positioned ourselves as a "virtual marketing agency" which consisted of three separate companies utilizing each of our own strategic strengths. PBM served as the lead with a marketing, branding, and promotions strength; the Leavitt-Bell Group brought a focus on public relations, marketing communications, and special events; and the Ortega Design Group delivered an expertise in advertising, creative, graphic design and new media. Stronger and more effective together, we showed a strong camaraderie and seamless interaction with a blend of entrepreneurship. Most important, we were able to demonstrate a solid agency chemistry to the client that also offered senior level experience with diversified backgrounds, providing value and senior level experience to the client.
Throughout the many types of presentations we have created over the years, we have found that no matter who the client is, several key learnings will always hold true.
The most important thing in any meeting or presentation is "sugar." This can come in the form of donuts in the morning, cookies in the afternoon, or even ice cream sundaes presented in a fun, interactive manner just prior to the start of the presentation. Food keeps people interested and the sugar helps provide extra energy during the presentation, especially if the presentation is later in the afternoon when most are tired from the day's activities. And even a small gesture of providing food helps catch people off-guard and serves as a natural "ice-breaker" just prior to the meeting.
Another key element to consider is one that is often overlooked. This is the issue of "agency chemistry." How the team interacts together, how they complement each person's portion of the presentation, how synchronized they are during the meeting, and how much fun they all have together, are very clear signs to the client as to the agency fit. The client wants to know that the entire agency team presenting will work well together, and what better way to show it than in the overall team camaraderie prevalent during the presentation.
Another important element in preparing for a presentation is logistics. Try if at all possible to have as much advance warning of the layout of the room including the size, audio/visual capabilities, and amount of people attending. This information, while perhaps mundane, will ensure that you and your agency team are best prepared to handle all issues. For instance if you learn that there will be 10 people from the client attending, then it is probably best to have at least 12 copies of the presentation, since more often than not others might poke their head in during the meeting, find it interesting and stay. Such a small detail proves to the prospective client that you are an agency that is detail oriented and seriously wants their business.
Even the slightest logistical issue is an important one. Determining where people will sit from both the agency and client, how the room will be arranged, and how the audio/visual will be operated are all key issues. Of paramount importance is making sure that you and the agency can arrive at least 30-60 minutes early. This set-up time is essential. For starters, you can catch your breath, unpack your briefcases, and carefully and calmly sort out all of the room logistics. In fact, often when you enter a specific conference room, chances are the room has been cluttered with materials and other non-essential elements that are unimportant and can serve as distractions during your presentation.
Entering early will allow you and your team to set-up the room in the manner in which you choose, dim the lights or lower the blinds if necessary for your overhead or PowerPoint slides, as well as arrange the chairs that will best suit your needs. Also important is to test and prepare any audio/visual equipment. If you are planning to use a videotape, make sure it is cued up and the volume set at your desired tone. If you are using a PowerPoint presentation, set it up so that the first slide, or your agency logo slide, is already showing when the client enters the room. As a final point, if there is any time leftover, and usually there always is, you and your agency then have additional time in which to rehearse.
Something equally important not to overlook is how you actually interact with the audience or client when presenting. Here's your chance to breath life into the presentation. You can make it "sing" or you can make it flat. By keeping your back to the client and audience and reading the slides, or by looking down at a printed document, you don't engage people. Rather, you are just reading to them -- something they can do on their own. Remember, you are there to sell, you are there to engage them, you are there to bring to life the ideas, the plan, and the overall program. And most important, you are there to explain why you and your agency team are the right people for the job.
Instead of reading the slides, use them as a roadmap for you and the client to follow. Keep your eyes on the client, and from time to time look back at the slides to make sure you are still on track, or to advance to the next talking point. In fact, when you arrive at key important points that you want to emphasize, you can even take a step forward and gesture to the audience that this is a critical point or program element. By enveloping everyone in the room into your presentation, you help to keep them actively involved in what you have to tell them.
Part way through the presentation, stop, pause, and ask the client certain key questions along the way. This could include "Does this idea make sense for your business?" "Will your salesforce find this a good program that will give them something new and different to talk about?" "Have you seen this issue come up before, and will this new program we are presenting help to resolve any current challenges?" By engaging the client, you are asking them to provide you with more information about their business. This will only help you in the long-run in securing and keeping the account. Even more important, you may find that the client more often than not opens up and the discussion moves into a new direction, helping you to better gage right then and there if you are on-track.
Also important is to always stay on top of new developments and emerging trends in the prospective client's business. Nothing could be worse than to have the client ask you a question about what you think on a certain topic relevant to their business and you donšt know the answer. Prior to the presentation, not just during the development of the presentation, read up on what the client has been up to. Have there been any new product developments? Have there been any new industry trends or new findings? Have there been any new mergers or pioneering breakthrough deals? This type of thinking a few days before the presentation, and even the day of the presentation, will demonstrate to the client that you are hungry and dedicated to being part of their team. Finally, and most important, you might even be able to incorporate some of this newfound information into your presentation by bringing in a variety of examples.
At the conclusion of the meeting, it is paramount that there be a follow-up action plan. Either it is setting up another meeting, or it is coming back with a more detailed plan, or perhaps it is even to review actual detailed budgets. It can even be as simple as scheduling a time to call the client to determine next steps. Whatever the issue, always have a clear and direct follow-up plan. The key here is closure.
Clearly by being better prepared for the presentation you will be able to handle any curve balls that could come your way during the meeting, as well as demonstrate how much you and your entire agency want the business.
A key point is also to act as an extension of their marketing team. Explain to the client that your approach is to be positioned as "added value," without taking away anything that they have already set in motion and have accomplished to date. By coming on board, your agency can be positioned as extra arms and legs as well as key strategic thinkers that can help tackle anything that comes in front of the client.
And by showing them just how detailed your entire agency team was in the presentation, you will give them a taste of what is to come when they hire you and bring you on board.
Gregory J. Pollack is founder and president of PBM Marketing Solutions, Los Angeles, whose clients include Kodak Themed Entertainment, MGM Home Entertainment, Twentieth Century Fox, Wham-O, and Sony Wonder. Pollack has more than 17 years of combined marketing and brand management experience. He can be reached at (310) 889-0049 or via e-mail at > gpollack@pbmmarketing.com.
|
|
|
|
|
