Tips For A Winning Presentation -- Part Two
By Dan Safford

Note: SunCam is an outfit in Florida that video-tapes short list presentations for publicly-funded programs. They've come up with some pointers for making winning presentations. The following is the second of three articles listing their tips. 

SunCam has witnessed and videotaped nearly 600 consultant marketing presentations along with the deliberations of the jurors. We have made a few important observations about what it takes to be a consistent winner in this arena. 

Dress, look and act appropriately!

There is not much tolerance in the consultant selection process for the avant-garde dresser or unusual personal behavior. "Dress and behave like the selection committee" is safe advise. You want to be remembered for what you said, you don't want to be remembered for what you wore (or didn't wear)

Never say "I'm nervous".

We become impatient with ourselves for getting nervous. It is as though our mind and body have deliberately betrayed us at precisely the moment they are most needed. Involuntary increases in pulse and heart rate leave us with shaky knees, quivering voices and sweat drenched underwear. We feel out of control and helpless. In exasperation we do what humans often do in this situation; we utter the universal words, "I'm Really Nervous".

Resist the urge to say "I'm nervous" even when you are. You wouldn't tell a selection committee anything else about your body function so why mention nerves. 

Your inner ear detects your nervousness long before you telegraph it to others so you may be disclosing harmful information that really isn't detectable by your audience. Even if your jitters are severe and apparent to everyone, there is no point in discussing the subject in your presentation.

Come to the point (the client and the client's project) quickly.

By the time that a firm gets to the oral presentations phase of a consultant selection process all "qualifications" questions have been answered. An oral presentation that includes a restatement of qualifications and past experience, unless specifically requested by the client, is a waste of the client's time. Our experience has shown that the sooner a presenter moves the discussion from "us" to the project and the client, the more likely it is to succeed. 

Most of the presentations that we have filmed could have been improved by skipping the first third.

Make good use of every minute but don't race.

We tend to design our presentations to fit the allotted time and then cram other stuff into the program without making space. The only way to finish on time is to talk fast and eliminate all pauses leaving a breathless, fruitless presentation. 

A better idea is to shorten the presentation, leave plenty of room for pauses. Make fewer points and make them better. Save those extra thoughts for Q&A.

"Haste Makes Waste" was never more true than in the delivery of presentations.

Use simple graphics that your audience can easily read.

Firms love to ignore this rule when designing their presentations. They cram pack boards overflowing with text that no one will ever read. The universal phrase when displaying these cluttered boards; "You probably can't read this but, ...". We have that phrase on videotape a few dozen times.

Try this on your next presentation: One idea per board, six words maximum.

Put the project team (project manager etc.) in front of the client as soon as possible.

Clients really like to see the president and CEO of a firm show-up at a presentation to do a brief pledge of support from the home office and to introduce the project manager. Any executive of the firm can do this but it is the "Big Boss" clients prefer. When it's done properly, this intro. takes about 30 seconds after which the Big Boss sits down for the remainder of the presentation and the project team takes over. 

When not presenting, team members should remain "still and silent" to avoid distractions.

It is customary to haul a small army of subconsultants to a presentation even when they don't have speaking parts. This group can only be distracting to the presentation and should be left at home. If they attend, they must be trained. 

When not speaking, team members should sit or stand still with both feet flat on the floor looking directly at the speaker. They should be motionless except for breathing and perhaps an occasional gentle nod of agreement with the presenters most important points. It is extremely important to avoid slouching, sprawling, scratching, picking your nose, fidgeting, looking out the window or glancing at your watch. Every movement in the background, however slight, is a distraction from the center-stage presentation

This sounds a lot easier than it actually is so you will need to practice.