| In challenging economic times, buyers look
for value. The more you provide, the more likely you are to become the provider of choice.
Presentations offer excellent opportunities to provide that value at different stages of
the business development cycle.
5 Ways to Create More Value in Your Presentations
1. Solve a problem instead of peddling programs.
People know when they're being sold to and it makes them
uncomfortable. Prospects invest their time in attending or listening to a presentation
because they believe it will benefit them in some way. They don't attend to hear a thinly
veiled sales presentation.
Violating those expectations by promising one thing and
delivering another constitutes a "bait and switch" that quickly turns prospects
off. Prove to them they've made a wise investment by placing your focus on education
instead, and you'll find a more receptive audience.
When you can solve a problem or remove some pain, you're
positioned as a resource instead of a vendor. The problem you address should resonate with
the audience's experience. That means you need to do some audience analysis as you prepare
the presentation. Think about:
- What questions does your target market ask most
frequently? - What three challenges do they regularly face in business? - What are the top
mistakes people in similar situations make?
When you have the opportunity to survey the audience in
advance, you can customize your message even more and give them solutions that are
immediately actionable.
2. Provide value-based marketing materials.
The typical presenter hands out colorful brochures, slick
flyers and glossy postcards about himself and the services he offers. These provide no
value to the audience. That's why these materials have an extremely short shelf life.
Instead, distribute white papers, special reports,
published articles, checklists and tip booklets. These serve as resources the audience
will use and keep. They also provide top of mind awareness after the presentation. One of
the pieces I circulate includes a four-page resource guide on creating and using visuals.
It contains a step-by-step guide to creating effective visuals, examples of different
types of charts and an article on how to avoid the most common errors with PowerPoint
presentations. I've seen it in client's offices five years after they received it. You add
value through these collateral's when the information helps the audience save money,
increase their available time or perform a task more efficiently.
3. Get your presentation accredited to count for continuing
education units.
Many professional organizations require continuing
education to maintain professional designations. Partner with one of them to develop a
presentation or course that meets these requirements. It provides value to the members of
the organization and increases your demand as a speaker. Conduct some research to
determine which courses are mandatory and which are electives. Focus on the former so your
course development efforts provide information people must have. Since most organizations
require a certain number of professional education hours annually, this can help you
develop ongoing repeat business.
4. Offer a complimentary initial consultation for
attendees.
If people aren't quite willing to hire you yet, but will
take the next step, an initial consultation can serve several useful purposes. First, it
provides an added benefit from attending the presentation. You'll be giving audience
members another reason to believe they're getting a good return on their investment of
time. Second, it provides an opportunity for each of you to explore the other's approach,
working style and personality. You can probably determine during that initial conversation
whether you can work together productively. Third, it gives prospects the opportunity to
"try before they buy." It can increase their comfort level in hiring you and
move them further along the sales process. Limit the offer to the first ten to respond.
That way you can set boundaries for yourself and increase the sense of urgency. Don't
worry about "giving too much away." Prospects will recognize your generosity and
you'll build a relationship of trust.
5. Partner with non-competing professionals that serve your
target market to create an educational seminar.
For example, an attorney and an accountant might co-produce
a seminar for small business owners on "10 Strategies To Collect Accounts Receivable
in Tough Economic Times." A business broker and a banker might organize a seminar on
"5 Essentials You Must Know Before You Buy a Business." Such cooperation allows
you to share expenses, combine the power of your individual lists and leverage different
perspectives on the same topic. You'll need to agree on the desired outcomes and make sure
the project is mutually beneficial.
You'll have to invest some time to incorporate these
benefits into your presentations. It will require some thoughtful audience analysis,
creativity in designing materials and determined follow-through with accrediting agencies
and partners. But the return on that investment can be significant. When you add value to
your presentations, you pull business in, rather than pushing it on, prospects. |
