Pre-Presentation HomeworkBack in January, Geoffrey James, a freelance business writer, put up a post at BNET.com that I've revisited several times and decided deserves a plug for its substance and concision.
The topic is the homework you need to do before making a presentation to a business prospect. Drawing on a conversation with communications guru Dean Brenner, James cites six perspectives that you must be familiar with in order to put together a relevant, persuasive presentation for your particular audience:
- The prospect's history as a business and in dealings with you and your organization.
- The frames of reference the prospect brings to a meeting with you. For instance, "Do they have a certain way of viewing your offering?"
- The prospect's needs and desires.
- Likely objections, including how intense and real the objections are.
- How much decision-making sway the members of your audience have.
- The decision-making style of your audience. Quantitative? Intuitive? Etc.