Did you get a chance to present one of your products or services and do not know how to ruin? Well, take note.
Guy Kawasaki reminds us 5 things NOT to do if you want your customers to pay attention to what you’re offering.
1. Definitely do not take into account the real needs of the client
Whenever possible, make the presentation without preparation and “biliary sludge”, thinking that “with a little luck, attendees will find something interesting.”
With this method, very typical of the trade with little experience, you can be sure that the meeting will not serve for anything.
ANTIDOTE before work begins. Investigates and analyzes the available information, see the website of the company, ask your contacts “to know what your customers need. And the demo focused there, with a clear idea of what you offer and what you get.
2. Start with a good dose of information “corporate” about your business or company
Start the meeting with a presentation of at least 20 minutes on your business or enterprise: data, office numbers, mission and vision …. Your audience will start to yawn in the first minute. Guaranteed. And it is easy for people who really want to go leave the room before you could tackle the really important issue.
Antidote for losing your time or the hearing, go straight to my message. Start with a fact or a suggestive proposal. If you engage people from the beginning, you’ve lost your chance.
3. Make a linear or chronological presentation that goes from beginning to end
There is nothing worse than starting a long history that we do not know where it leads: “At first I …, then … later …”
If after some minutes the client still does not know what they want, and why you’re there, you’ve managed to ruin all your chances of success.
ANTIDOTE First, it shows customers what is the benefit or advantage your product or service that will provide them, and then explains, in summary, how easy it is to get that benefit (you, of course).
4. Try to show absolutely everything
It’s your chance. Do not let go. Grab the mic, aduéñate of the screen or monitor and do not let go until you’ve got to explain absolutely everything all services, all products, all your previous projects … Comment to the last image in the presentation.
If you are presenting a demo of a software application, review until the last menu item and every one of the features, like a prototype test. Attendees will see how slyly open the room window and look down with suicidal gesture.
ANTIDOTE The presentation has to be a synthesis, a concentrated sample that succeed in attracting the attention of your potential customers. To achieve this, you do not need too long. If your potential customers take the bait, immediately they will contact you to ask more information.
5. Always use the same presentation
Have no matter who is in the room. It does not matter if it is the company president, team marketing, technical systems or art director.
ANTIDOTE Think about who makes up your audience, and which of these profiles are really going to decide to engage or not your service. If they’re managers, it’s easy to be interested only in a very brief presentation. If, however, you meet with professionals who are directly involved in the project, will surely want to reach a level of detail a little higher.
Determine what your target audience and tailor the message and how to communicate.
More than a missed opportunity …
Should not be exaggerated. For very bad things come out, the world will not collapse under your feet. But if you think about it, when you get to ruin a presentation, your situation is not the same as at first, but far worse.
The explanation is simple: your chance to get a new project has become a real hassle for attendees. Before, you might not know who you were. Now that you know and know how bored you can become, almost certainly you will NOT …
Therefore, among other things, it is worth spending a little effort into our communications.