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Rob Adair

5 Rules Of Making A Presentation

4-26-2013

There are a few easy, but important rules to follow when making a presentation to a prospective client. Here they are:

1. ONE PAGE AT A TIME: You control the pages. Always take two copies of your presentation. If youre presenting a printed version as opposed to sharing an electronic version. Youll want to take two master, color printouts of your presentation. One bound and one unbound. The unbound copy is what youre presenting so you can control the pages. The bound copy is your clients copy, bound so that it stays in proper order. If youre presenting on an iPad or a laptop, then youll only take one bound master printout as your leave-behind.

2. YOU CONTROL THE PAGES: Obviously youre presenting one page at a time and you must control the process.

3. TRACK: Nothing is more frustrating than to get towards the end of a presentation and then realize you lost the clients attention. You dont know if you lost them on page 2 or page 5, but you lost them. So, you must learn to track. This means you ask a question on each page or two. For example, lets say youre on one of your introductory pages outlining some of things the client told you in your initial interview from your previous appointment, and they mentioned that business early week was painfully slow. When covering this bullet-point, you may ask, One of your challenges is how slow business is early week. Do you remember saying that? Youre actually confirming here that you have their full attention. You must TRACK numerous times throughout your presentation.

4. WE, US, LETS, and OUR: This is simply learning to talk in same-team-language. Thats important to US, isnt it? This is what WE want to accomplish. Do you agree this is OUR best solution? Remember, if you both arent on the same team, odds are you wont have a new client, so use same-team-language.

5. SOMETIMES COST FIRST: It still amazes me how sellers wish they didnt have to talk cost; holding out to the last minute, the last page, and the last thing on the page. Its often difficult to keep a clients attention during a presentation when all theyre wondering is "What is this going to cost?" Don't allow the price to make you afraid to do whats right! No one said doing business with you should be cheap. Hiring the best, finding the best plan, employing the best solution, are rarely synonymous with lowest cost. Whats costly is not fixing the problem or, worse, buying the proposal because its the cheapest. More often than not, getting the cost out of the way first is smart. Example: Today, Im going to ask you to spend $60,000 over the next 12 months. Now, let me show you how I JUSTIFY that. Business owners devote more attention to the details of your proposal when they know the cost up front and hear how this dollar amount will get the job done.

One page at a time, you control the pages, track, team language, and sometimes cost first. Now, go present boldly and with confidence. Youre worth the money!

Rob Adair is the President of Pinnacle Solving. His company provides revenue growth solutions, branding and differentiation strategies to radio and other industries. Adair is a former radio industry COO and Sr. VP overseeing 25+ stations and multiple major markets. He can be reached at 405-641-0458 or by e-mail rob@pinnaclesolving.com




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