Many years ago, we developed a simple formula to help guide presenters to effective presentations: ADAP – Audience-Driven, Authentic Presentations. Recently, someone asked us to come up with a simple three question structure for all presentations in which there is a goal of selling an idea, product or service. Here is our What, Why and How formulation.
WHAT – What does the prospect/audience want to know about the issue at hand, which explains why he/she invited you to make the presentation? Answer the questions succinctly: e.g., upgrade the ERP system or replace it with a new one that is more efficient and effective.
WHY – Why does the prospect/audience want this particular presentation? Today, many presentations don’t lead to an immediate decision. Instead, many players need to learn what’s relevant to their domain – facts, features, benefits – as well as supportive emotions of satisfaction and relief which support the final buying decisions. Therefore, identify the stage of the decision cycle you’re in, and what is the goal (e.g., next step you want the audience to make. Clarity of why you are making this particular presentation and what the next step (or result) will be, allow you to formulate a compelling value proposition.
HOW – How will you expertly deliver satisfaction for the prospect/audience?? How will you create Trust between the prospect and you, to facilitate being selected? How will working with you be a superior experience compared to other candidates (and there always are some)? And, how will you make sure the presentation is so engaging that the prospect/audience wants to work with you?
Next time you make a presentation, try the What, Why and How formula. Let us know how it works!