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The Story that you tell of your business, is the Story customers will know of your business.
This statement seems simple on its face, and it is. But it holds a lot of truth in how to think about the presentation of your business.
You get to control the narrative of your business. Isn’t that great! Most things in life are out of our control whether we admit it or not.
But you can learn to control how your business is perceived by your audience.
This is very important. Because how your business is perceived dictates you well your business is received.
Perceived = Received
Control your perception and you control your reception. So how do you make this happen?
We will discuss this and more in the post below…
5 Key Parts of a Business Presentation
When you talk about your business during a sales pitch, your company presentation has to be very tight, well-organized and compelling. The best visual format for your company presentation, which is often in PowerPoint, is to include an image with a couple of bullet points on each slide.
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There are five main sections you should include in your company presentation. You can also use these sections on your website. Here they are in order:
1. About Us – Your Company Story
The About Us section touches on the basic information about your company without going into too much detail. Succinctly explain what you do and who you do it for.
For example, “IDS specializes in technical writing services for software developers and systems integrators.” If you are small and do everything under the sun, you lose credibility. Organizations normally hire specialists as consultants, not generalists.
If you have an interesting story about your company’s origin, such as why or how it got started, you can share this during your presentation. Your slide deck should be limited to a few points so just add the story as you speak to your audience.
Also see How to Write an About Us Page for information about creating a story for your website, which you can use in your company presentation.
2. What We Do – Services, Solutions, Capabilities
Describe your core capabilities as well as your uniqueness. If you sound just like every other company that provides similar products or services, your prospects will have a hard time deciding whether they should hire you or someone else.
In this section, address questions like these:
- What unique capability sets you apart from your competitors?
- Do you have intellectual property, proprietary tools, exclusive distribution agreements that your prospects cannot get anywhere else?
- Does your team have rare skills that can help your prospect achieve success faster?
- Will your infrastructure enable your prospect to save money?
3. Who We Are – Leadership, Staff
Describe your team’s relevant experience in a functional, not chronological, manner. This isn’t the time to list everything on your resume. Instead, highlight important items that go to the heart of why your prospect should hire you.
If you’re small, that’s okay. Consultants and small businesses often use outside associates and operate with a small support staff. Include this information and point out that this leads to controlled overhead expenses – a direct benefit to the client.
Another advantage if you’re a small business: you can say that you will put your best and brightest on the project. If you are a principal in your company and manage the project, tell your prospect that you will personally be involved every step of the way. Unlike large companies who may have senior staff pitch a project, then assign junior staff to do it, you can make sure the project gets time and attention from very experienced staff.
4. Sample Projects – Case Studies, Clients
A listing of representative clients is important to show that you are not new to the business. Dropping some well known names will enhance your credibility, thus instilling a sense of security in the decision-maker’s mind. Avoid using past clients by name unless you have worked with them under your current company name or as an independent consultant.
Use this opportunity to briefly describe successful projects that you have worked on. Try to use examples that are like the project you are pitching. It will help your prospect see you as the obvious choice.
Create case studies that you can hand out to illustrate your creativity and solutions. Take along a welcome packet for new clients to show your audience what they will get when they sign with you. This plants a seed in your prospect’s mind about customer satisfaction.
5. What People Are Saying – Testimonials
Saying you can do the work is one thing. Having clients say you did a great job is quite another. Gather testimonials from your current or past clients and share them as quotes in your company presentation.
Be sure you include strong testimonials that talk to different aspects of a client experience. You want your prospects to feel comfortable knowing that when they select you and your team for their project, they will be in trustworthy hands.
See our Customer Testimonial Template for a copy/paste way to gather great testimonials for your company presentation.
You may want to include other sections such as Facilities or Equipment if your infrastructure is an advantage.
If your prospect is expecting pricing information, you can include a short statement about your fee structure in a section on Cost, Rates or Pricing. If you don’t need to provide specific pricing, use simple statement such as “Projects are conducted on a contractual, retainer, fixed fee, or cost-plus basis” to convey a professional approach to your fees. Avoid saying “competitive” or “negotiable.” The word “competitive” is so overused that it has lost its meaning.
Company Presentation Tips
Take pains to avoid these mistakes when you produce your profile: beginning with a vague purpose, overselling or under-rating your business, and writing unclear text.
Have others review it for content, clarity, and appearance before you distribute it. Consider using a professional writer or editor to help you get your company presentation into its final form.
Get free stock images to enhance the look and feel of your presentation so it’s not plain, boring text.
Remember that by focusing on the benefits you have to offer and not just the features that describe what you do, potential clients will be more inclined to select you instead of your competitor.
9 Tips For More Powerful Business Presentations
When delivering presentations to a general audience, senior management in your company, or even a venture capitalist, a successful presentation isn’t about the PowerPoint slides you create – it’s about much more than that.
These nine points will help you deliver a powerful presentation.
1. Establish Your Credibility Right Up Front
Lets face it, your audience is more likely to listen to what you have to say if they know you are credible. And it’s not about a lengthy intro with your career highlights.
Instead, whether giving a public presentation or an internal presentation, start your presentation by establishing credibility before you give them information.
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You can use a short story about your background related to the topic, share an experience that shaped the presentation or conclusion, or even reveal the legwork or other references that support your information and is directly related to what you are about to tell them.
Make a point about establishing credibility — don’t just hope it happens.
2. Include a Goal Early in the Presentation
If your audience knows the purpose or goal of the presentation from the start, they are more likely to relate what you have to say with that purpose as you present your material. This makes it easier at the end to get the action you want, whether it’s funding, approval to proceed with an initiative, to change their minds, or simply get agreement and understanding.
It will also help you shape your presentation by focusing you on that goal rather than straying from the primary purpose.
3. Use Supporting Material Liberally
Even if you establish your credibility, you also need to establish the credibility of what you say during your presentation. Instead of just presenting the material, accompany it with information that supports it and gives it credibility. You don’t have to include it in your slides, but make sure it is in your speaking notes.
For instance, you can tell a story, give statistics, reference research, or even provide quotes from well-respected figures that support your message.
And don’t be shy about addressing credibility. You can even say “you may be sceptical about this, but …” or “I know this is surprising, but …”
4. Begin Separate Ideas with Powerful Quotations or Images
For more impact, introduce each separate topic or idea with a relevant quotation or full-screen image that evokes the topic instead of using a stock title slide. Add a word or two about the topic if you have to, or simply say it out loud and let the quote or image support it.
This gives your topic more impact since a strong quote or image will stick in their minds as they listen to the related material. It also breaks up the presentation, particularly if you have no choice but to include dry material like sales graphs or bullet points in your PowerPoint presentation.
5. Ask Thought-Provoking or Rhetorical Questions
An effective way to convey information is to ask a question first instead of launching into the presentation material. This will get them thinking about the material in the context you want.
For instance, you could say “You might wonder why …”; “When I started to look at this issue, I asked myself …”; or “How much longer should we …?”
Be sure to consider your audience and the things they would wonder about, and phrase your questions so you answer those things for them, while at the same time advancing your message and your goals for the presentation.
6. Make Startling Statements
Sometimes the best way to get attention about information you are presenting is to make startling statements. It gets their attention and if you can back it up with your information, you will drive home your point.
If necessary, you can pull one fact out and use it, even if it isn’t your main point. It is simply a catalyst for your message.
7. Be Prepared for Difficult Questions
Questions may come up during your presentation or even at the Q&A session, so you need to be prepared for the most difficult ones, particularly ones that may derail your presentation or subvert your goal. Since you should know your topic and your audience, you should plan for these kinds of questions.
Consider all the objections the audience might have or questions they may raise about your points and information. Include the most critical ones within your presentation to sideline objections, or be prepared to answer them when they come up.
This can be as simple as being able to justify statements or address concerns about an approach from subject matter experts like finance, IT, HR, etc., who may be part of your audience.
8. Have Your Own Questions Ready in Case Nobody Asks One
Regardless of whether you are doing a public presentation or a focused business presentation, you should leave time for questions and answers at the end. If nobody asks a question, be prepared with your own questions that you can then answer. Ease into them by saying something like “I’m usually asked…” or “One thing you might still be wondering about is …”
Of course, your questions should be directly related to getting your message across and achieving your goal, so use them strategically. Even if you get questions, you can still use yours at the end of the Q&A.
9. Have a Second (Short) Closing After the Q&A
Just like an encore or a curtain call, you should include a short closing after the questions. This is the time to summarize (again) and drive home your key messages and points, including your call to action.
If you need to, you can prepare a slide for this, but you should be able to do the final closing without a slide to support you.