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© 2016	SkimaTalk,	Inc.
SkimaTalk Official	Course
Advanced	Presentation	Skills
Lesson	5:	Know	Your	Audience
Session	Guidelines
2
Introduction	/	briefing
Deliver	presentation
(Using	pages	10	– 13)
Teacher	feedback	/	discussion
Exercise	and	feedback
5
min
5
min
5
min
10
min
Why	Knowing	Your	Audience?
3
Before	Giving	a	Presentation,	Get	to	Know	Your	Audience
4
Ask	the	following	questions:
1 Who is	my	audience?
2 What does	my	audience	care	about?
3 How should	I	deliver	the	relevant	information?
Knowing	Your	Audience	Will	Help	You	Deliver	a	More	
Effective	Presentation
Benefits	of	knowing	your	audience:
1 Focus
2 Pre-empt	questions
3 Get	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
Example	of	the	Same	Argument	Designed	for	Two	
Different	Audiences
l I	am	seeking	your	support	 for	a	new	
software	tool.
l The	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
Preparing	For	Your	Presentation
7
Spend	1	hour	preparing	for	your	SkimaTalk session.
1. Review the	“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.
Are	You	Ready?
8
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
Practice	Presentation:	Slide	1
Title:	Proposal	to	Purchase
Apollo	Marketing	Software
10
Practice	Presentation:	Slide	2
11
Apollo	Software	Will	Improve	Lead	Volume	&	Quality
Fictional	data
Increase	Web	Traffic Build	Brand	AwarenessIdentify	Best	Leads
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 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!
“
“
Practice	Presentation:	Slide	4
13
The	Proposal	Has	Only	Minimal	Costs	and	is	Supported	by	Senior	
Executives
Fictional	data
Minimal	Cost Executive	Support
CEO
CFO
VP	Sales
Legal
95%	of	cost	covered	
by	existing	software	
budget
Sample	Presentation	Notes:	Slide	1
14Fictional	data
l The	goal	of	this	presentation	is	to	gain	your	support	for	a	new	marketing	
software	tool	from	Apollo.
l Let’s	jump	right	into	the	presentation.
Overview
Sample	Presentation	Notes:	Slide	2
15Fictional	data
l The	Apollo	 software	has	many	benefits.
o First,	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
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
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.
l Support	 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
Discussion
18
For	Discussion
19
Discuss	how	you	would	alter	the	content	of	the	presentation	for	
each	of	the	audience’s	below
Chief	Security	Officer
Sales	Executive
Legal	Officer
20
End	of	Lesson
We	Hope	You	Enjoyed	It!

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Advanced Presentation Skills - Lesson 5