Effective corporate presentations Ejemplo matt perez nov 2011
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Transcript of Effective corporate presentations Ejemplo matt perez nov 2011
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Effective Corporate Presentations
Matt M Pérez
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Agenda
Purpose of slidesWhat not to doWhat/How to do itPresenterContent
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Slides Are …
A sales toolHigh-levelVisualBrand
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Slides Are Not …
Text documentFull sentencesStandalonePrimary focus
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What Not to Do
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Common Sins
Too many slidesSuper busy, verbose slides
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Verbose(example)
XYZ, Inc is a leading Panamanian enterprise in the area of software development and consulting. Our services are aimed at providing integrated solutions to organizations looking to improve their ROI in ITWe provide organizations with IT systems that meet the highest standardsWe do this in an aggressive time frame and at a competitive costWe are committed to the improvement of ROI. Continuous improvement is a fundamental part of our vision, in the way we do business, our values and our development processes.
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You Say, They Hear
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More Sins
Useless diagramsHard to understandToo small to read
Counter-productive imagesMeaninglessUglyLow quality
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Yet More Sins
LayoutDistractingInconsistentUgly
InconsistencyFonts, colors, bulletsText caseEnding periods
A Very, very Long, meaningless Title
obscured by the background(Counter-example)
Our product is the best in the worldour people are the best in the world
our company is the best in the world
Where the magic begins…
Our vision is clear and we see far and away and what we can’t see we can imagine very clearly.
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And Even More Sins
ContentTypos & Bad grammarToo many buzz wordsGrandiose claimsNo numbers, namesBoring, not memorable
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Important Sales Tool
Every slide must sell somethingProductService
Presentation must sell the companyCommunicate valueCreate trustMove closer to sale!
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Important Brand Element
Projects an imageProfessional or notSloppy or well craftedLight or serious
Impacts your brandFor good or badReinforce or dilute
Helps make/break saleValue? Trust?Obstacles?
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Confusing Look(example)
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Branded Look(example)
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Slides Don’t Stand Alone
Don’t email to customersBrochureWhitepaperLetter
Don’t post on website FlashScreenCam
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What to Do?
Keep it shortBe consistentMake it interesting
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How to Do It?
The 3-5 rulePyramid styleRefactoring
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The 3-5 Rule
3-5 slides3-5 bullets3-5 words
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Presentation Structure
Title slide TopicCustomer namePresenter’s nameDate
3-5 content slides
Copyright, pub restrictionsSlide number
Last slide Contact information(Tag line)
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3-5 Content Slides
1. Value proposition2. Targeted solution3. Competitive advantage4. Customers (evidence)5. Company background
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Slide Structure
Short, catchy titleContent (3-5)Takeaway
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Pyramid Style
Critical messages up frontSecondary claims, evidenceDetails
FeaturesContract terms“How it works”Architectureetc.
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Pyramid Style
Details:• Features• Contract Terms• “How it works”• Architecture• etc.
•Secondary claims•More evidence
Critical Messages
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Pyramid Style
Details:• Features• Contract Terms• “How it works”• Architecture• etc.
•Secondary claims•More evidence
Critical Messages
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Pyramid Style
•Secondary claims•More evidence
Critical Messages
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Pyramid Style
Critical Messages
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Pyramid Style
Details:• Features• Contract Terms• “How it works”• Architecture• etc.
•Secondary claims•More evidence
Critical Messages
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Refactoring
The process of rewriting material to improve its readability or structure
Wikipedia
“
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Refactoring
Split long bulletsShort bulletsKey words
Split slidesToo many bulletsMultiple levelsOne topic per slide
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Wall of Words (example)
XYZ, Inc is a provider of high tech test, measurement and inspection solutions for the Automotive and Electronics industry.For over 7 years XYZ has been assisting Fortune 500 companies in the design, development, manufacturing and complete integration of systems that fulfill their test, measurement and inspection needs and contribute to the production, quality control, research and development of their products.XYZ’s unique differentiator is our ability to act as a single-source for design, machining, software, electrical, mechanical and installation. Unlike our competitors XYZ’s complete integration process benefits our customers by providing comprehensive project management, improved quality control and shorter project lead and deployment times.Some of our customers include Flextronics, Visteon, SiemensVDO, Texas Instruments, Continental and General Motors. XYZ’s has successfully provided solutions for: Semiconductors dimension inspection, Testing airbags electronics crash modules, Laptop assembly inspection, and ABS wheel speed sensors.
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Wall of Words (example)
XYZ, Inc is a provider of high tech test, measurement and inspection solutions for the Automotive and Electronics industry.For over 7 years XYZ has been assisting Fortune 500 companies in the design, development, manufacturing and complete integration of systems that fulfill their test, measurement and inspection needs and contribute to the production, quality control, research and development of their products.XYZ’s unique differentiator is our ability to act as a single-source for design, machining, software, electrical, mechanical and installation. Unlike our competitors XYZ’s complete integration process benefits our customers by providing comprehensive project management, improved quality control and shorter project lead and deployment times.Some of our customers include Flextronics, Visteon, SiemensVDO, Texas Instruments, Continental and General Motors. XYZ’s has successfully provided solutions for: Semiconductors dimension inspection, Testing airbags electronics crash modules, Laptop assembly inspection, and ABS wheel speed sensors.
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What we doTest, measurement, inspection solutionsAutomotive and Electronics industries
FeaturesSingle-source design, development, manufacturingIn-house machine shopIntegrated process
BenefitsLower costOn-time deliveryImproved quality control
CustomersFortune 500Flextronics, Visteon, Siemens VDO, Texas Instruments, Continental, General Motors and many others
Summarize
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Refactor
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Be Consistent
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Consistent Layout
BackgroundSlides, handouts, notesUse “Title” and “Slide” mastersCorporate brand look
2-3 colors throughoutLots of whitespaceAvoid slide transitions
Random transitions
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Consistent Bullets
Leverage your brandLimit indentations
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Consistent Bullets
Leverage your brandLimit indentationsDefault sucks
Default Bullet Scheme(example)
•–
•–
»
Default Bullet Scheme(example)
• Bullet– Negative sign!?
• Bullet– 10x better than competition
» “Much Greater Than” sign!?
Improved Bullet Scheme(example)
• Bullet• Bullet
• Bullet• Bullet
• Bullet
Improved Bullet Scheme(example)
• Bullet• Bullet
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Branded Bullet Scheme(example)
PointSub-point
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Indentations
BulletsTwo levels max
Refactor
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Consistent Text
Font family, style, sizeFont colorsText caseUse of periods
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Text Case
Sentence caseFirst word capitalized
Title CaseAll Words CapitalizedNot Prepositions or Articles
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Use of Periods
Use periods at the end of bullets.Don’t use periods at the end of bulletsPick one style, stick to it!
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Graphs, Tables & Diagrams
UnderstandableGraphs
Label axesUnit of measure
TablesLabel columns, rows
DiagramsLabel boxesLimited animation
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Consistent Images
High-qualityFramedElegantConsistent style, size
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Sloppy-LookingImage
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High-QualityImage
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BorderlessImage
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FramedImage
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Diagrams Using AutoShapes
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Make It Interesting
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Make It …
EntertainingMix text, visuals
TangibleUse numbers, names as “hooks”
MemorableSuccess storiesSurprising facts
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Use Facts for Credibility
Communicate value, credibilityFor every claim, quote a number“Most cost-effective … ”
“Savings of up to 57% and a 9-month ROI, unparalleled in the industry … ”
“Satisfied customers … ”“Ford and Volvo increased the number of transactions by 27% in the first 12 months of use, GM… ”
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Be Memorable
Tell a storyDrama
InformSurpriseEducateDon’t overstate
EntertainStay on message
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Surprise, Educate
Currently, 451,000 Mexican students are enrolled in full-time undergraduate programs, versus just over 370,000 in the U.S.
Business WeekMay, 2006
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No Grandiose Claims!
Hit to credibility“We are the leading outsourcing vendor in Panama … ”
But you have a staff of 12 engineers?Narrow the segment
“We are the leading Delphi outsourcing vendor in Panama”“80% of our engineers are Java certified”
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Presenter
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About You
Stay in controlDress appropriatelyStand rightDon’t rush, dragBe memorable
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Staying in Control
Keep mechanicsNeutralOut of the way
Engage audienceUse space
Walk into audience
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Dress Appropriately
Keep attention on messageNot your clothing
Business casualCasual elegance
Tucked in shirtSolid or subtle pattern
Keep chest hair inside shirtSubtle jewelryLoose clothing
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Where You Stand Matters
Left of screenFrom audience’s point of view
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Where You Stand Matters
Left of screenFrom audience’s point of view
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Big Stage
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How You Stand Matters
Open
Closed
ForwardBack
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Presenter DOs
Speak up, don’t mumbleOpen, forward postureGesture as appropriateMatch words, body languageHelp transition slides
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Help Slide Transitions
Look briefly at new slidesLook at audienceUse words in title
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Presenter DON’Ts
Block the projectorTurn back to audienceCross your armsLean on the wallFidget with cups, etc.Read slides out loud
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Read Quotes
Currently, 451,000 Mexican students are enrolled in full-time undergraduate programs, versus just over 370,000 in the U.S.
Business WeekMay, 2006
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Read Cartoons
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Don’t Rush or Drag
Practice, practice, practiceTime your presentationSkip slides, don’t rush
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Content
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Presentation Structure
Title slide TopicCustomer namePresenter’s nameDate
3-5 content slides
Copyright, pub restrictionsSlide number
Last slide Contact information(Tag line)
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3-5 Content Slides
1. Value proposition2. Targeted solution3. Competitive advantage4. Customers (evidence)5. Company background
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Value Proposition
Problem that you solveClient benefits Unique competitive advantage
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Targeted solution
Key factor of your solutionAdapted to each client
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Competitive advantage
Unique list of benefits
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Customer Evidence
Related success casesDescribe size/kind of clientProblemSolutionQuantitative benefits
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Company Background
Year in businessNumber of clientsAwardsPartnershipsOffices
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Takeaways
Slides are sales toolStay in controlKeep it short
Simplify, refactorBe consistentEntertain
But stay on messagePractice, practice, practice