Content Marketing

Presentations: It’s all in the presenting

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In the online version of Business Week, I just came across this article entitled ‘Deliver a Presentation like Steve Jobs.’ Since most of us build and/or deliver presentations, and everyone has sat through interminably dull slide shows where the presenter reads the deck, word for word, I think this is a great refresher article.

Granted, not everyone can present like Steve Jobs, since he has legions of fans who hang on almost every word. And insist on wearing black mock turtlenecks even though they’re hopelessly 1995. But we can all take note of some of the suggestions from business communications coach Carmine Gallo, who wrote the article. A few of my favorites are:

  • Create visual slides. Let the graphics and the presenter tell the story, not bullet points.
  • Don’t sweat the small stuff. The bigger the presentation, the greater the chance that something will go wrong. Keep moving and speak to the slide as if it’s still there. You aren’t reading the bullet points anyway, right?
  • Make numbers meaningful. Put the numbers in context. Compare them to competitors, or to the GNP of small countries.

Other tips include rehearsing and selling the benefit, both of which should be part of your presentation best practices.

So what does this have to do with lead management, lead nurturing and lead scoring?  Nothing, and everything. Presentations are 1) typically part of the B2B sales process, and 2) they are usually produced by marketing. They’re a good lead nurturing deliverable, particularly as a webcast, where marketing can score leads on attendance, questions asked, etc.

So get a handle on your presentations. Set a tone, do some training. And turn your CEO into Steve Jobs.