Friday, 12 July 2019

How to carry out an Effective business presentation

In the present 21st century business environment the entrepreneur at some point in time will often to be asked to carry out a presentation in front of an audience. Thus in order to present his/her business idea the entrepreneur must be able to give a successful oral presentation in order  to convince his/her investors.  To effectively give a presentation the entrepreneur needs to check the following:
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Motive. Why am I giving this talk? In other  words, why have I selected this particular topic for this audience?

Goal. What do I want the audience to do with the information (e.g buy the design, join the army)?

Purpose. What do I want to achieve (e.g. to persuade, to challenge, to inform)?

Audience. To whom am I speaking? How much do they already know about the topic? Will they be interested in it before I begin speaking, or will I have to arouse their interest? The key areas you will check in order to achieve your goal are:
1. Organization
2. Presentation
3.Time limit
4.Selection of information
5. Language level

Steps towards an effective presentation.

Step 1: Formulate your goal
You will need to be specific and formulate your goal in such a way that you will be able to practically use it. You do this by including the following aspects:
A. Your goal needs to clearly provide you with a direction - Make sure your goal indicates what you want to achieve with your presentation

B. Your goal must be aimed at your audience -   successful presentation clearly targets the audience's interests.

C. Your goal must be realistic - It must be clear what exactly you expect your audience to do, in terms that are both acceptable and realistic to them.

Make sure that your audience can say "yes" to the actions you ask from them.

 Therefore, you need to answer the following three questions:

Is it clear from your goal what exactly it is that you want to convince your audience of?
Is it clear from your goal what the advantages will be for your audience if they take actions you demand of them?
Do you demand so much from your audience that you are actually making it hard to say "yes"?
If the answer to the first two questions is affirmative and the answer to the last question negative, then most probably you have formulated your goal effectively.
We can summarise points a, b and c in one sentence:
"If I can convince my audience that .....can help them to.....then they will ....." For example: "If I can convince the firm " African Styles" that the new materials will help them to increase their profit, then they will test the new material in their factories.

Step 2: Analyses your audience
A good presentation is like a good conversation. In a conversation the people you are speaking to will determine the way in which you speak. In the same way the people that form your audience will influence your presentation. You must therefore analyse your audience before hand.
Pay attention to the following aspects when analysing your audience:

a. Analyse your audience's background

b. Analyse your audience's prior knowledge

c. Analyse your audience's attitude

d. Stimulate your audience to think with you about how to solve objections or obstacles

When analysing your audience, take the following seven aspects into account.
I. Some people in your audience may already have a certain amount of knowledge about the subject. For others, how ever, the subject may be completely new. You need to take both groups into account.

ii. If you are presenting a certain system, there might be people in your audience who are already using this system, while others are not. Those who are already using it will be much more critical than those to whom  the system is new.

iii. If there are both line managers and staff in your audience, this will indicate great differences in vision, approach and ways of thinking.

iv. There might be special alliances/bonds of friendship between certain people/groups in your audience.

v. There could also be animosity between certain people.

vi. Some listeners might be involved in personal competition.

vii. There might be 'replacements' in your audience, I.e. attendants who represent the really important people that could not make it to your presentation.

Therefore, when analysing your audience, it is important to ask your self the following questions.

1. Have you discovered anything remarkable about the backgrounds of your audience that could impact on your presentation? Have you taken their professional and experiential background into account?
2.Are you aware of how much they already know about the subject you will be presenting?
3. Are you aware of any objections or points of resistance that certain people in your audience might have?
4. Have you considered adding specific people to your audience (I.e. "allies " or people that will ask certain questions that allow you to elaborate.)

Step 3: The Basic Relevance Test (BRT)

Often presenters don't take enough time to prepare their presentations, or they gather far too much information, most of which are not relevant to their goals. The Basic Relevance Test (BRT) can help you prevent this. This test consists of only two questions:
a. What conclusion must my audience come to for me to reach my goal ?
b. What proof can I offer my audience to help them reach the conclusions I want?
Similarly, the information you present to your audience must be adequate to prove every conclusion you want your audience to come to.

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