Structuring a Presentation
To ensure that you say what you want to say in the allotted time, you must structure your presentation. The typical structure includes an introduction, the body or sales pitch, and the close. The length and organization of each depends on the purpose, audience, and goals of the presentation. However, following are some guidelines used by professional presenters.
The purpose of the introduction is to help the audience relax and become focused on the topic. Some presenters use humor, while others are simply friendly and relaxed. The introduction should take up less than 10 percent of the allotted time: about five minutes for a one-hour presentation. In that time, the introduction should:
Outline your goals for the presentation.
Tell how the audience will benefit from the presentation.
Explain the structure of your presentation.
Note whether there will be a question-and-answer session at the end or whether they should interrupt your presentation with any questions.
By the end of the introduction, your audience should be attentive, interested, and sold on investing additional time in learning the benefits to
How many slides should my presentation have?
The answer depends on what you are selling and whether photos of the product and its applications should be included. In general, plan on using one slide for every three to five minutes of the presentation. That's twelve to twenty slides for a one-hour presentation. Each slide should have five to eight bulleted phrases. Additional graphics and animation can help in some sales messages, but make sure that they don't detract from your message.
Most of your presentation will be offered in the body and it will take up about 80 percent of the prearranged time. That's about fifty minutes for a one-hour presentation, depending on how many questions you expect during the close. The body will be up to twenty-five minutes of a thirty-minute presentation.
The body of your presentation expands on the outline you previously offered. You will cover each logic point in your presentation with features and benefits. Most presenters use the problem-solution structure. Describe a problem that members of the audience face together, then offer your product or service as the solution. Finally, clarify why your product or service is the best solution, going through each primary feature and benefit.
As you prepare your presentation, remember its goals and keep referring to the benefits the audience will derive from it. That's really what they want to know: WIIFM — what's in it for me. As you present a feature, also explain the benefit. Personalize the benefit as much as possible, giving examples. Strive to keep your audience's attention.
The final thing you want to offer is a summary of what you've said — and why it is important to the audience. A summarizing close should take no more than 10 percent of available time, about five minutes for a one-hour presentation.
Before you start your presentation, write out a sentence that you want indelibly in your audience's mind when you finish. “Acme Widgets offer greater value than those from competitors.” “Our health insurance plan needs to be updated to fit current economic conditions and Acme Health is the best vendor to do so.” Use that summary to guide you as the presentation is outlined and developed.
Make sure that your summary clearly includes the benefits of your solution to the audience. Remember: WIIFM — what's in it for me? Finally, thank your audience for their time and help. Don't start picking up your tools and materials. Instead, stay where you are and purposely look at each person and smile as they exit. Any with additional questions will approach you. They want additional help in the buying process. In many presentations, the sale is made after the presentation is done.
Don't hand out supporting literature too early in your presentation or you will find members of the audience reading it instead of listening to you. Rather, hold up each supporting document as you mention it, then place them nearby where they can be retrieved by the audience after the presentation. You want the full attention of each member of your audience.
