Presentation

Skills

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Presentation: ABCDE Method

ANALYZE
The purpose
EXECUTE BUILD
With confidence The content

DESIGN CONSIDER
The audience
The approach & the
environment

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Analyse The Purpose
The purpose:
• What is the objective of
presentation?
• Business Strategy
Presentation?
• Training Presentation?
ANALYZE • Sales Presentation?
The purpose • Etc.

EXECUTE BUILD
With confidence The content

DESIGN CONSIDER
The audience
The approach
& the
environment

3
Build the Content
MUST KNOW

NICE TO KNOW

ANALYZE NOT NECESSARY TO KNOW

The purpose BUILD
EXECUTE The content
With confidence

The Content:
• What do you want to
DESIGN CONSIDER
The approach
The audience communicate?
& the
environment • Prioritize the content of your
presentation

4
Consider The Audience and
Environment

ANALYZE
The purpose
EXECUTE BUILD
With confidence The content

DESIGN
The approach CONSIDER
The audience
& the
environment

Audience & environment are key for successful presentation

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ESTABLISH AN EFFECTIVE RELATIONSHIP
WITH THE AUDIENCE

 WEAR THE LISTENERS’ HAT

 CREATE AND MAINTAIN FOCUS

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 WEAR THE LISTENERS’ HAT

 ASSESS THE AUDIENCE:

– who, where, when, how, why, what

 CHOOSE THE STYLE/LANGUAGE

– formal, semi-formal, informal
– technical, non technical
– ….

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WHAT DOES THE AUDIENCE EXPECT ?

 BE FOCUSED ON THE MESSAGE

 BE ENERGETIC AND APPROPRIATELY

ENTHUSIASTIC

 BE PROFESSIONAL

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 CONTRACT WITH THE AUDIENCE

RESEARCHES SHOW THAT IN

THE FIRST 4 MINUTES YOU
DEFINE THE CONTRACT WITH
THE AUDIENCE

THE WAY YOU START SETS THE TONE

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Design The Approach

ANALYZE
The purpose
EXECUTE BUILD
With confidence The content

CONSIDER
The audience
& the
DESIGN environment
The approach

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 • greeting • quote • stories
• humor •analogies •
Introduction • anecdotes • shocking facts challenges
• statement
• Smooth transition

• chronological
Body • topical
• problem- solution
Support main points :
• compare-contrast
• Facts
• ideal-reality
• Testimonies
• old-new
• Statistics
• feature-benefit
• Demonstrations
• advantage-disadvantage
• Etc
• goal-roadmap
• objections-answers

• Strong transition

Conclusion
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Introduction

Body

• Strong transition
• Restate the purpose (summary)
• Recreate the need
Conclusion • Specify what’s next
• Solicit questions
• Create commitment & motivation
(see some formats)

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THE OUTLINE
 It is the AGENDA
 Serves as the basis for organizing your
presentation
 List the topics to be covered
 Tells them what you are going to tell
them

STRUCTURE ALWAYS WINS

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THE PARTS
OF A PRESENTATION

A presentation is structured similar to

an essay or a report. That is, it has
three main parts:
 Introduction
 Body
 Conclusion

THINK OF THE “STORY” YOU WANT TO TELL

THE INTRODUCTION

 Defines the subject matter

 States what the audience will learn in
this presentation
 Outlines your main points
-- What you plan to discuss

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THE BODY

 This is where you develop your topic(s)

 Build support for your subject by
utilizing facts, arguments, charts, etc ...
 Establishes specific point of view based
on supporting statements and examples

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THE BODY

FACTS INFORMATION

UNDERSTAND
REMEMBER
ASSESS
DATA RECOMMENDATIONS

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THE CONCLUSION

 It summarizes your presentation

 Leads to Next Steps
 Leads to Action Items
 Reiterates your position on the subject
 Is your final opportunity to sell your
audience on your point of view

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THE USE OF COLOR

Use Color for

Emphasis!

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Guidelines for Visual Design
Options
• Text chart (short and impressive wording)
• Tables and coloring
• Organization charts and coloring
• Flow charts & coloring
• Gantt Charts & coloring
• Maps • Photographs
• Illustrations • Bar charts
• Graphics • Pie charts

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TIME - HOW LONG SHOULD A
PRESENTATION BE?

“HOW LONG IS A 30 MINUTES

PRESENTATION ?”

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TIME - HOW LONG SHOULD A
PRESENTATION BE?

 For a 30 minute presentation you should use

no more than 18 slides
 This means at most 1 to 2 topics can be
discussed in a 30 minute presentation
 Leaving you with 10 minutes for Q’s & A’s

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TIME IS NOT ON YOUR SIDE

 Spend no more than 1 minute per slide

 Use the slide as a basis for talking
points
 Whatever you do, don’t read the slide to
your audience!

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HOW MANY SLIDES?

 Outline/Agenda = 1 slide
 Introduction = 3-4 slides
 Body = 6-8 slides
 Conclusion = 3-4 slides

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FONT TYPES/SIZES
 Stick with a traditional font (this
presentation uses ARIAL)
 Arial is clean and easy to read
 Proper font size is important (this is 32
point size). This is 40 point size
 For Video don’t use any font smaller
than 18
NO “EYE-CHART”
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LESS IS MORE

 Three to four bullet points per slide

 Avoid combining too much text and
graphics onto one slide/chart
 Four-blocker becomes four distinct
slides

AVOID OVERLOADING THE AUDIENCE

WITH INFORMATION

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What should the net takeaway be from
your presentation?

 ACTIONABLE
 RESULTS DRIVEN
 IDENTIFY TRENDS
 NEXT STEPS

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 Execute

ANALYZE
The purpose
EXECUTE BUILD
With confidence The content

DESIGN CONSIDER
The audience
The approach
& the
environment

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 EVERY DAY WE USE
COMMUNICATING SKILLS

walking
talking
not talking
gesturing
eye contact

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 MATHEMATICAL THEORY OF
COMMUNICATION

SENDER RECEIVER

“INTERFERENCE NOISES”

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SENDER RECEIVER

“INTERFERENCE NOISES”
• PHYSICAL:
logistics

• PSYCHOLOGICAL:
presenter vs audience
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 COMMUNICATION IS

VERBAL
words 7%

POSTURE--55% VOICE--38%
face pace
body tone

NON VERBAL 93%

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 COMMUNICATION IS...

• VERBAL 7% EASY TO MANAGE

EASY TO MANIPULATE

• VOICE 38% EASY TO MANAGE

HARD TO MANIPULATE

• POSTURE 55% EASY TO MANAGE

HARD TO MANIPULATE

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EFFECTIVE PRESENTERS USE ENERGY

ENERGY IS THE SENSE OF

POWER A SPEAKER
COMMUNICATES TO THE
AUDIENCE

ENERGY IS CRUCIAL TO
HOLDING ATTENTION
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EFFECTIVE PRESENTERS USE ENERGY

DON’T BE TOO CALM….

It may mean you are
 underjudging the presentation
 lowering the level of energy

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EFFECTIVE PRESENTERS USE
ENERGY

 VOICE IS KEY TO BEING HEARD

 PACING HELPS THE AUDIENCE
MAINTAIN INTEREST
 GESTURES SUPPORT THE MESSAGE
BEING DELIVERED
 FACIAL ANIMATION SHOWS THE
LISTENERS YOU’RE INTERESTED

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 WHAT TO DO TO START

 INTRODUCE YOURSELF
 EXPLAIN WHY THE PRESENTATION IS
IMPORTANT FOR THE AUDIENCE
 TELL THE TITLE OF THE PRESENTATION
 TELL HOW LONG THE PRESENTATION
WILL TAKE
 TELL THE PURPOSE OF THE
PRESENTATION

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 Principle of the 3 T’s
 Tell
them
what you plan to tell them 10-20%

 Tell them 60-80%

 Tell
them
what you told them 10-20%

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AVOID ….

 TELLING JOKES TOO MUCH

 EHM, UHM, “AND AHS”
 COUGHING
 MUMBLING
 HESITATING/ WATCH PAUSES

YOU ARE THE CAPTAIN ...

... YOU LEAD
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WHAT IS FOCUS ?
 CENTER YOUR BODY

 USE CONVERSATIONAL EYE CONTACT

 EASIER TO ESTABLISH AND MAINTAIN IF

YOU DON’T WALK

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POSTURE

 STANCE PERMITS FOCUS

 CENTERING YOUR BODY WEIGHT

 STAY MOBILE AND STILL

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EYE CONTACT
 EYE CONTACT PROVIDES FOCUS
 “HAVE A CONVERSATION” WITH
EVERYONE IN THE ROOM
 GO SLOWLY AND STEADILY

BUT...
 DO NOT STARE
 BE SINCERE …LONG ENOUGH

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 CHECK ALL THE
LOOK FIRST... CORNERS

4 5
3
2 1
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JACK WELCH PRESENTATION TIPS
Tips that WORK:

• Over prepare - put in the time (drafts/dry run)

• Rehearse out loud
• Right time - don’t overrun
• Tell audience why they need to listen
• Be deadly serious & excited - businesslike
• Have one good introductory minute
• Keep it relevant - help the audience
• Know your audience - make phone calls
• Likes a lot or little of data? Have details ready
• Be aggressive - never be timid when challenged
• Turn off slides when not in use
• Keep bullets short
• Use anecdotes about the business
• Non-numeric statistics are helpful
• Make it memorable
• Play on emotions (anger/pride)
• Summarize with an anecdote or Restate why they were there
• Be fair (balance the data)
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JACK WELCH PRESENTATION TIPS
Tips That KILL :
· Too long
· Don’t brag
· Never start with a joke
· Don’t be flippant
· Don’t read the slides (Never read a speech)
· Don’t apologize for a busy chart (don’t use them)
· Don’t use too much graphical jargon
· No small talk
· Nothing in poor taste
· Never be unable to explain something
· Never fail to prepare
· Don’t BS a question
· Don’t do someone else’s pitch at the last minute
· Never be unprepared for introductions
· Never try it out, hear its boring and do it anyway
· Never leave them without a clear understanding of what they can take home & use
· Don’t fill the time if unnecessary

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JACK WELCH PRESENTATION TIPS
OTHER COMMENTS

PREPARE
•· Know your material
•· Put the time into it
•· Must be obvious you have put the time into it (that you have
• thought enough about the people you are presenting to)
•· Don’t look too comfortable or relaxed
•· Crisp, clear & well rehearsed
•· If a last minute pitch....work through the night if necessary

REHEARSE
•· Rehearse (out loud) in front of someone or on your own
•· By rehearsing you can work on or get rid of parts you don’t look
• forward to doing (i.e. you will eventually like every bit & look
• forward to presenting it)
•· Worth the time
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JACK WELCH PRESENTATION TIPS
OTHER COMMENTS

USEFUL
•· Give something to people that they can take out of the room and USE
(e.g., a warning; insight; technique; best practice)
•· Anyone in audience should be able to answer the question - why are you
• telling me this? - if they cannot - you are wasting their time

STATE WHAT YOU WANT UP-FRONT & CLEARLY

•· State very clearly what you want up front or tell them what information
you
• are giving the audience and why they need to know it

KNOW YOUR AUDIENCE

•· What they need
•· Their level of expertise
•· If a senior individual - don’t walk in cold! - find out about the person -
what
• do they like / what are they like (mean/friendly etc.)
•· Be culturally aware - some of these presentation recommendations may
• not work in some areas of the world (e.g., Asia) 47
JACK WELCH PRESENTATION TIPS
OTHER COMMENTS

THE FIRST MINUTE COUNTS THE MOST

· Must seize this moment - don’t ad lib or tell a joke (if a joke goes
well...you
are now a comedian...if it goes badly...you will regret it for a long time)
· Give an aura of “I’ve got something to say and you need to listen”
· Don’t look flippant or too relaxed
· Look intense

BE AGGRESSIVE
· Don’t lose the crowd
· Keep in their faces
· Make sure they continue to listen
· Don’t drift off into a world of data or get “lost in the screen”

ANECDOTES
· Indispensable part of a business presentation
· Don’t hesitate to use them (Welch uses them constantly)
· Stories bring things to life
· Bring points to memory 48
JACK WELCH PRESENTATION TIPS
OTHER COMMENTS

STATISTICS & DATA

· Don’t be too broad or general
· Don’t be too detailed
· Give central statistical pieces of data to support the case & tell them you
have all the detail
· Simple, clear & supportable

EMOTIONS
· Look passionate
· Show pride or anger - don’t hold back

BE FAIR
· Give both sides of the picture
· Don’t try & “throw a fast ball”...otherwise people play devil’s advocate

LENGTH
· Keep every pitch short
· Ignore arbitrary time limits (take less time if necessary)
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JACK WELCH PRESENTATION TIPS
OTHER COMMENTS

DON’T READ WORD SLIDES

· Don’t throw it up on a slide & talk to it
· Don’t have different themes or topics on one slide
· 7 or 8 words per bullet at most
· Readable
· No bullet more than one line
· No busy slides or complex slides
· Don’t get needlessly graphic - keep charts simple
· Turn slide projector off & talk to the people - big effect

OTHER
· Nothing you talk about need be boring if presented in the right manner
· Don’t ever resign yourself to giving a boring presentation!

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Example of Presentation

Market Analysis Where We are Now

Where we need
Supports Needed
To Go

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 Marketing Management Course - Session II
(Hurricane Outward Bound School Case Study)

Environment Analysis Company Analysis

• Growing market • Non-Profit mission - highly dependent on Donor

• Relatively low level of competition
• Market is relatively not price sensitive
• Seasonal
• Segmented by demographic, geographic, and type
of buyers
• OM negative
• Mix products
• Strong brand awareness-Market Leader
• Limited marketing budget
• Lack of marketing information systems

What’s Wrong? Alternative Strategy

• “Business” vs. “Mission”…but need Money! Segment to attack : Corporate

• Staffing….What to do in Off-Season?
• Go to corp. segment directly
• Develop corp. division to supplement off-season
demand
• Develop corp. division using new facilities not
related to current operation.

It’s A Positioning Problem

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