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 How
To Run An Effective Presentation
The construction industry is facing a mini-crisis at the moment.
At
least, those in the industry that have been unable to re-focus and
target new markets. Actually, construction is still one of the
best
businesses to be in if your get your marketing right!
Marketing for construction has become one of the key issues
talked about by industry professionals. "Should we be spending
money on marketing in the current economic climate?" "Can we
justify paying good money to marketing staff when business is
falling?"
This kind of talk lacks vision and real understanding of what
effective marketing for construction can achieve with the right
approach and the right people at the helm.
One aspect of growing your business will be the ability to present
the benefits of using your company for that specific job in front
of
an audience or selection panel.
So what are the key elements?
Your presentation should focus on a central proposition, which
should be the unique perceived benefit that the prospect gains
from working with your company. You will have researched
beforehand to ascertain exactly what your prospect's "hot
buttons" are - so start pressing them from the word go!
Your presentation must now focus on 'matching' the benefits of
the product with the needs of the prospect. You need to be fluent
and have an excellent understanding of the many benefits your
company offers to clients and how they apply in the market sector
of your prospect and your presentation must demonstrate that the
product/service you offer, meets your prospect's needs,
priorities,
constraints and vision.
All sales presentations, whether impromptu (off the cuff) or the
result of significant preparation, must be well structured, clear
and concise, professionally delivered, and have lots of integrity
-
the quality and integrity of the presentation is always regarded
as
a direct indication as to the quality and integrity of the
product/service your company offers. So don't make promises
you can't keep!
It follows then that the marketing person must avoid simply
talking
about technical features from the seller's point of view, without
linking the features clearly to the company context and benefit
for
the prospect - also avoid using any jargon which the prospect
may not understand. Sales presentations must always meet the
expectations of the listener in terms of the level of information
and relevance to the prospect's own situation, which is another
reason for proper preparation - a vague or poorly prepared sales
presentation sticks out like a sore thumb, and it will be disowned
immediately.
The presentation must also include relevant evidence of success,
references from similar sectors and applications, facts and
figures - all backing up your central proposition.
Business decision-makers sign contracts when they become
satisfied that the decision will make them money, save them
money, save them time or save them pain! They also need to be
certain that the new product/service will be sustainable and
reliable so the presentation must be convincing in these areas.
Always focus on the main perceived benefit, but don't forget the
importance of demonstrating that any other incidental
requirements and constraints are met. Don't fall into the trap of
over-emphasising or attempting to 'pile high' loads of incidental
benefits as this simply detracts from the central proposition.
Presentations should use the language and style of the audience
- e.g., technical people need technical evidence; sales and
marketing people like to see flair and competitive advantage
accruing for their own sales organisation; managing directors and
finance directors want clear, concise benefits to costs, profits
and
operating efficiency; and generally the more senior the contact,
the less time you will have to make your point - no-nonsense, no
frills, but plenty of relevant hard facts and evidence.
If you are required to present to a large group and in great
depth,
then it's extremely advisable to enlist the help of one or two
suitably experienced colleagues, from the appropriate fields,
e.g.,
contract management, surveyors, estimators, client service, etc.,
in which case you must ensure that these people are properly
briefed and prepared and the prospect notified of their
attendance.
Keep control of the presentation, but do so in a relaxed way; as
already stated, if you don't know the answer to a question don't
waffle - say you don't know and promise to get back with an
answer later, and make sure you do.
Golden tip: Never knock the competition - it undermines your
credibility and integrity - don't even imply anything derogatory
about the competition
If appropriate issue notes, or a copy of your presentation
Use props, samples and demonstrations if relevant and helpful,
and make sure it all works properly. (Having a good quality laptop
and projector is vital to maintain a professional image).
During the presentation seek feedback, confirmation and
agreement as to the relevance of what you are saying, but don't
be put off if people stay quiet. Invite questions at the end.
If you are comfortable with it you can invite your prospects to
ask
questions at any time during the presentation - it depends on how
confident you feel in keeping control. Whether presenting one-to-
one or to a group, relax and be friendly - let your personality
and
natural enthusiasm shine through - people buy from people who
believe in the company they represent.
Steve Flashman
(This article is copyright but may be
reproduced as long as the copyright owner,
Steve Flashman, is acknowledged as the author and the following
website link is included:
http://www.makingconstructionwork.com) |
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