How to make presentations
during uncertain economic times

by Rob Sherman

Regardless of your profession, whether you’re a sales associate, marketing guru, attorney or CEO, you give presentations in various capacities. You may speak to a small group of co-workers at a staff meeting. You may address team members during a strategy meeting. Or you may attempt to persuade a corporate client to hire you. Whether formal or informal, presentations are a way of life for all professionals.

While your ability to speak effectively to groups is always a critical component of success, it takes on added significance when the economy is tight. A CEO who seeks to motivate her employees may find it significantly more difficult if potential layoffs loom in the background. Less available corporate funds mean fewer sales presentations for the marketing company that easily prospered during “good” times. Finding customers for your products or services becomes more difficult as budgets are tightened and discretionary money disappears. In a phrase, tougher financial times translate into tougher audiences.

In order to thrive in a tight market, you need to make the most of each presentation opportunity. The message you present to customers, co-workers, board members and colleagues must impact them in a way that transcends their financial apprehensions and persuades them to do business with you and your organization. Below are some ways to make your next presentation one that stands out in today’s marketplace.

Take advantage of every speaking opportunity
The moment you rise to speak, you assume a position of leadership. And the more you speak, the more credibility you’ll gain. If there’s a message you want your employees to hear, don’t send it in an e-mail or have a representative make the announcement for you. Even if the news is not good, use the meeting as an opportunity to stress the positive aspects of the event. Likewise, if a customer wants a bid on a project, don’t fax one to your contact. Instead, present your quote verbally and in person. While your bid may not be the winning one, the presentation you give will stand out in the client’s mind and make you a natural choice for future business. Those who separate themselves from the crowd and keep themselves in constant view will rise to the top and succeed.

Speak with passion to inspire others
When someone has limited funds or is in preparation for a negative event, inspiring that person to choose you or do some other action is more difficult than under normal circumstances. In fact, it is virtually impossible to inspire others if you are not personally committed to your topic. Therefore, it’s imperative that every presentation you give excites you as much as you want it to excite your audience. Whatever you want them to do, there is a better chance they will do it if you show that you are passionate about your subject. Your voice, your gestures and your body language all must exude passion in order for others to feel it. When you speak with passion, you will inspire others.

Practice and practice again
During a tight economy, people must scrutinize every decision. One wrong move could cost them their business. If you want your presentation to be the most memorable and impacting, rehearse what you are going to say again and again. The more familiar you become with your material, the easier it will flow. The more comfortable you feel with your words, the more naturally you will make your presentation. That’s why good presenters practice regularly. In order to practice effectively, rehearse in front of a mirror and gauge your performance. Practice in front of colleagues and ask for honest feedback. If your presentation involves using overheads or a VCR, prepare with the exact equipment you plan to use. And if possible, practice in the room where you will give your speech. All these elements will give you an accurate feel for how the real presentation will go and for how you can improve your overall rating.

Start and finish strong
In any presentation, the first 30 seconds are the “make or break” time. Instead of beginning with a polite “Thank you for that kind introduction” or “Thank you for your time,” start with a provocative statement, a rhetorical question, a surprising fact, an interesting quote, a news headline or a story related to your topic. Make it something powerful that grabs your audience’s attention from the very first word. Likewise, make your ending just as memorable. Instead of ending with a Q&A session, tell your audience a story that relates to your main theme. Another option is to summarize the points made during the presentation or to conclude with a quote or call to action. Since your final words will be the ones your listeners remember most, make them words you’d want them to repeat and act on.

Tell stories
The key to getting business and commitment during tough economic times is to personally relate to your audience members. The best way to accomplish this is to tell stories punctuated by your own experiences. Your personal stories are especially powerful if they reveal your human frailties and weaknesses. Most people prefer to use quotes from great leaders such as Winston Churchill, or they relate a story from a well-known book. While these anecdotes show that you are well-read, they do little to help your audience relate to you. A personal story from your own experience helps you connect with an audience and illustrates facts better than any other presentation tool.

Know your goal before you start speaking
Before you begin any presentation, you must know what your ultimate goal is. Do you want to inform people? Convince them to do business with you? Change their attitude? Motivate or inspire them? Whatever your objective, you need to fine-tune it before you say your first word. A good way to do this is to write a clear, short purpose statement that details your objective. Your purpose statement can be as simple as, “As a result of my address, I want those in my audience to _______.” Though you may never use those exact words in your speech, they will be the magnet that pulls every thought, concept, quote, anecdote,or visual illustration into focus. As you organize your presentation, look at every point and sub-point. If it doesn’t support your goal, delete it or revise it. Your audience will be more receptive to what you’re saying if they sense a clear goal in mind.

While an uncertain economy does present some business challenges, they can be overcome when you present your points in the most compelling and inspiring way possible. Those professionals who can adequately relay their ideas to others and inspire people to action will thrive in any environment. Incorporate the above suggestions into your next presentation and you’ll soon discover that even tough economic times can offer a wealth of opportunities.

Rob Sherman is an attorney, speaker, and author of Sherman’s 21 Laws of Speaking: How to Inspire Others to Action. Rob founded the Sherman Leadership Group based in Columbus, Ohio, and works with attorneys and business executives who want to take their speaking and leadership skills to a higher level. You can receive free presentation and negotiation tips twice a month by subscribing to Sherman’s Executive Communicator at www.ShermanLeadership.com. Contact Rob at RobSherman@ShermanLeadership.com