THE BARD GROUP, LLC

OBJECTIVES

Create an experience that synchronizes all of the sections of the presentation into one story that easily flows and builds to a climactic finish.
Make it easy for the client to understand how you are different and how that is to their benefit.
Make a great impression as individuals and as a team, leaving the client feeling confident that you are in sync around how to solve their challenges.

CHALLENGES

Despite good intentions to provide value and substance, presentations often take clients on a winding, haphazard path from one section and subject matter expert to the next. The client does not need one section to make sense of the others. Your presentation becomes, in effect, a series of stand-alone, mini-presentations or short stories rather than one cohesive novel. The client does not need one section to make sense of the others.

When you present a series of short stories, the client has to do the hard work of determining what to take from each section, piecing it together with everything else they have heard, and deciding what is to their advantage. Because the client has to figure out how to connect the dots, you are giving them the power to interpret it in their own way, rather than taking it all in exactly as you want them to. The client is now able to grade each of the sections individually, giving them more opportunities to find reasons to eliminate you. For example, with five separate short stories, they can decide which they like and which they do not. You have given them five chances to reject you.

Each individual presenter often designs the materials for each section and then aggregates theirs with the others, emphasizing the lack of cohesion among the team and with the overall story. Without both a common message set threading it together and a cohesive design, the client is left to toil through and synthesize the barrage of information. Most clients tune out because this requires too much work on their part.

The client is making an emotional decision and searching for facts to back up how they are feeling. They are looking to see if this all feels right to them, and if the facts line up to support that feeling. At the same time, they are unconsciously ignoring the facts that do not support the decision they emotionally want to make.

TECHNIQUES

Think about your presentation as a novel with strong chapters that allow the story to build and culminate with a memorable finish. When everything is tied together neatly and powerfully, the client is more likely to grade you on the body of the work, rather than the individual pieces.

A. Establish your key messaging

Your presentation is not about everything you do or every detail of your solution. It is only about what matters to the client and what will help them achieve their business objectives.

1. Start by establishing your 3 key messages — the 3 things that differentiate you and align what you do uniquely well with what is most important to the client.

You will build your story around these 3 messages, so be confident that these are the most important three things. You will know when you can answer “yes” to each of these qualifiers:

Unique to you,
Important to the client, and
You can prove it.

‍2. Next, answer ‘So What’ — why the client should care about each of the 3 key messages. The more specific you are about the ‘So What’, the easier it is for the client to link your solutions to their challenges.

B. Connect your proof points

1. For each of the 3 key messages, select data points or facts to prove what you do works.

No data point stands alone; each one must offer proof that ties back to your overall key messaging.

Proof points may come in the form of case studies, real-life examples, statistics, or other quantifiable results.

2. Be specific enough to be convincing but not so detailed that you lose their attention.

Remember, you are giving the client the facts they need to support how they are feeling, and their decision will be based on emotion.

C. Structure your novel

1. Now that you have your key messages and supporting proof points, divide your presentation into related chapters that make sequential sense.

Your Opening and Close are your first and last chapters. During your Opening, you will tee up the 3 key messages and engage the client around their challenges because they will not be open to your solution until they buy in to their challenge. Your Close will always tie back to the 3 key messages, using the words you heard them say during the meeting.

Each chapter in between your Opening and Close must communicate its own unique value while tying back to and strengthening the overall messaging.

2. Create a natural and logical flow of topics.

Which topics flow in what order? Find the natural groupings where one section feeds nicely into the next.
Which key points should be communicated in each chapter?
How will you bridge between chapters to be sure the client stays connected to the 3 key messages?

D. Design a cohesive set of slides

Cohesion happens when the parts of the whole work and fit together well. A good PowerPoint design creates cohesion and helps you tell your story.

By following a few simple design rules, your presentation slides will flow easily and logically from one chapter to the next, and the slides will look and feel like they belong together.

1. Simplify your visuals.

Less is more! Your time is limited so be very selective about what content you choose to put on your slides. You cannot afford for the client to get lost in complex visuals.
Use fewer words, fewer bullets.
Follow the 6x6 rule — a maximum of 6 bullets, and 6 words per bullet per page.
Eliminate everything in your presentation that does not support your 3 key messages. Every slide you add is a slide your team will feel obliged to cover, and that is precious time you could be using to engage the client in conversation.

2. One point per page

Each slide should make one main point that ties back to or supports your bigger story.

3. Spread your content over more slides.

This provides more frequent brain stimulation for your client that will help hold their attention.

4. Apply simple animation

Use the ‘Appear’ or ‘Fade’ animations in PowerPoint so you can click through and speak to one chunk of information at a time. This will keep the client following along with you, not reading and trying to decipher the full slide.

5. Use descriptive titles.

Your titles should capture the main point of each slide using as few words as possible. Make sure they are intriguing enough to pull the client back into your presentation if their minds had wandered.

E. Rehearse as a team

To ensure you are in the best position to deliver a winning presentation as a team, you need to rehearse together. The team rehearsal is when you practice telling the one story as a series of chapters. This includes:

Positioning each section within the larger story;
Tying each of the chapters back to the 3 key messages; and
Practicing your transitions from one chapter to the next.

Be sure to practice in character, mirror the live event as closely as possible, and make sure positive feedback outweighs negative.

ADVANTAGES TO YOU

Your client understands how you are different and how you can uniquely help them.
When everything is tied together neatly and powerfully, the client is more likely to pay attention and grade you on the body of the work, rather than the individual pieces.

ADVANTAGES TO THE BUYERS

Your client is able to drill down with subject matter experts in the areas that are of critical importance to them while staying connected to the overall messaging.
The client has a satisfying experience because you made it easy for them to listen to your story.