We all present to our clients at a regular basis. Sometimes these presentations are frustrating as people ask questions which were clearly anwsered during our presentation. Today we gonna give you five tips to make sure your presentation sticks. And it all starts with the title.
This is however not an easy task. Being passionate about numbers, we would love to discuss every single number, as they all seem so interesting to us. However, to make our message stick, we will highlight some numbers while neglecting others.
Just like a gold seeker only retains the gold particles, we will stick to the gold too. For us, gold is each number that supports our main managerial advice. Therefore, we focus on those numbers that provide evidence for future decision making.
Presentations that stick only present those findings as conclusions that are steering future decision making. Typically, however, we verbally describe all main findings as conclusions. This makes it hard for managers to find out which of those conclusions are truly steering future management.
For example, in a study on the optimal price for a cream spray can, we replaced previous textual slide with this visual.From this slide managers can only come to one conclusion: In Germany we should sell our cream spray at 3.19 Euro.
It is important that your conclusion logically follows from what you said before. Therefore, the body of the presentation should only present results that matter. These results give evidence of why you come to these managerial conclusions.
Typically presentations are full of slides not contributing to the conclusions. We often portray the sample characteristics in as many slides and charts as there are sample characteristics. Furthermore, we typically proceed by presenting the distribution of every single question in the survey.
We strongly advice to only show graphs that matter to managerial decision making. For example, in the optimal price-setting sutdy, these two graphs portray the need for price differentiation. Larger companies tend to be more price sensitive while bakeries less than the total sample.
Sticking to the gold by structuring your presentation around the main managerial conclusions, showing only results that matter, seem to preclude the presentation of details. This is not necessarily true. You can show details that matter to managerial decision making.
For example, in the optimal price setting study we highlighted the following ‘detail’. Although butchers were not an important market segment at the time, we highlighted the unexpected projected demand growth of this segment.
You might have noticed that I have stripped many clothing accessories during the presentation. By doing so, it became clear that my clothing style is actullay similar to Nicole’s. You should strip your presentation in a similar way before going to your client. That way your message will be clearer and stick longer.
“TO BE DETERMINED” Anita Prinzie/Nicole Huyghe
X Back to the basics Striptease Get read of the unnecessary Back to the future Made to stick Before and after Strip your presentation 2
NO Background slides AGENDA Detailed methodology slides 75 BARCHARTS 23 cluttered line charts Headers and footers FANCY STATISTICS 3
Anita Prinzie & Nicole Huyghe solutions-2 “TO BE DETERMINED” Germany: Detailed price sensitivity curve Optimal price for Germany, based on the price sensitivity is €3.19 Base: 212 Base: 212 How many products of brand A would you buy at price X? 7 Inspiration run 2011 Version 2.2 17/05/’11
Germany: Research conclusions Research conclusionsThe introduction of the new 700ml can will have a direct impacton brand A market shareThe share loss could partly be compensated by increasing pricesin order to keep the current revenue and margin levels(depending on the price that the new can will be launched)Price elasticity of brand A = 0.410ptimal price setting: €3.19/p 9