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Advanced Presentation Skills - Lesson 5 (t)
This document provides guidance on tailoring a presentation to the audience. It discusses the importance of knowing the audience and their interests. The document outlines questions to ask about the audience and how understanding them can help focus the presentation and address their concerns. It also provides an example of modifying the same argument for two different audiences. Finally, it includes sample presentation materials and notes that highlight information to exclude for the targeted marketing executive audience.
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Advanced Presentation Skills - Lesson 5 (t)
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- 4. Before Giving a Presentation, Get to Know Your Audience 4 Ask the following questions: 1 Who is my audience? 2What does my audience care about? 3 How should I deliver the relevant information?
- 5. Knowing Your Audience Will Help You Deliver a More Effective Presentation Benefits of knowing your audience: 1 Focus 2 Pre-empt questions 3Get to “Yes” Deliver only the information that matters to your audience. Address your audience’s questions BEFORE they ask them. By addressing the needs / concerns of your audience, you are more likely to get your audience to agree with your argument or request. 5
- 6. Example of the Same Argument Designed for Two Different Audiences l I am seeking your support for a new software tool. lThe tool will generate new sales leads and help up-sell existing customers, both of which will increase sales for your team. l Additionally, the tool is easy to use and will improve the efficiency of your reps. l The costs are minimal (1% of budget), and will be recovered 5 weeks after purchasing the software. Audience: Sales Manager Audience: Security Manager l I am seeking your support for a new software tool. l The tool is critical to securing our customer data. l Your team will be required to support the tool; but this tradeoff is worth the extra data security benefits. l The tool will help maintain our reputation as the most secure Enterprise Software company in the world. 6
- 7. Preparing For Your Presentation 7 Spend 1 hour preparing for your SkimaTalk session. 1. Reviewthe “target audience” document, the presentation, & sample presentation notes for this course (pages 9 – 17). 2. Update the sample presentation notes to tailor the presentation to the target audience. Eliminate any information that is not relevant to the target audience. 3. Practice delivering the revised presentation notes in front of a mirror.
- 8. Are You Ready? 8 Teacher Instructions: 1. Listen to the student deliver the full presentation without interruption. 2. During the presentation, write down the areas where the student could have eliminated information not relevant to the target audience. To assist you, we have highlighted suggested information to exclude in red text in the teacher version of the presentation notes. 3. Ask the student the following question: “Did you find this exercise easy or difficult? Why?” 4. Review the areas where the student could have eliminated information not relevant to the target audience. Discuss why the information may not be relevant.
- 9. Target Audience: Marketing Executive 9 Who is my audience: Marketing Executive What does my audience care about: •increasing sales leads • keeping other executives happy • building brand awareness How should I deliver the information: focus on lead generation and support from other executives Goal: convince the executive to purchase a new marketing software
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- 12. Practice Presentation: Slide 3 12 Compelling Data Points Support Apollo’s Claims Fictional data 42% increase in lead volume 34% increase in brand recognition Apollo’s software hasbeen a game changer for our business. We now see more leads, and better quality leads. I don’t know how we survived without Apollo! “ “
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- 15. Sample Presentation Notes: Slide 2 15Fictional data l The Apollo software has many benefits. oFirst, the software will help increase web traffic to our site, which will increase the number of leads we receive. o Second, the software will improve our data security. This will help us minimize the chance of future security breaches. o Third, the software will help our team identify the best sales leads and pursue only those leads that are promising. o Fourth, the software will help our account managers better manage our customer relationships and help up-sell existing customers. o Finally, the software will help us build brand awareness around the world. Increased brand awareness has been proven to drive more leads. The Apollo software will increase the number of high quality leads Remember, we want students to exclude information that is not important to the target audience for this presentation.
- 16. Sample Presentation Notes: Slide 3 16Fictional data l There are many compelling data points for the Apollo software: o Customers saw the following improvements to their businesses: • 42% average increase in lead volume. • 40% average increase in up-sell opportunities among existing customers. • 59% average decrease in the length of the sales cycle. • 34% average increase in brand awareness. • 48% average reduction in the cost of securing customer data. o Customers provided many compelling quotes, including: • “Apollo software improved our data security practices. Thank you Apollo!” • “Apollo’s software has been a game changer for our business. We now see more leads, and better quality leads. I don’t know how we survived without Apollo!” Data Indicates that the software is very effective Remember, we want students to exclude information that is not important to the target audience for this presentation.
- 17. Sample Presentation Notes: Slide 4 17Fictional data l The costs of the software are minimal o 95% of the costs will come from our existing software budget. lSupport from executives is strong o The program is already supported by the CEO, CFO, head of Sales, and head of Legal. Costs are minimal and executive support is high
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