Business is about making money. Good business presentations stay true to this task. Developing a good business presentation is about delivering a message about the product or idea you are selling and about representing your business.
For the purpose of this article, the presentation is focused on a potential customer or investor. This discussion does not seek to deal with internal presentations though these concepts can be applied there as well.
A great business presentation succeeds by:
- Offering a sharp crisp image of the business. The presentation theme and design, font selections, photos, and the quality of communication all are sending a message about the efficiency, effectiveness, warmth, sincerity, and other qualities of your business. Along with the sharpness and clarity, the consistency of the message in all components of your presentation are critical to this point.
- Delivering a clear statement of your offer to the customer or investor. The presentation should clearly and comprehensively explain what you intend to deliver, why the delivery is valuable, how it exceeds your competition, and what the economic and service benefits of this choice will be for the recipient.
- Providing a clear expectation of the service parameters. The presentation should clearly describe how the product, service, investment will be delivered, updates communicated, results tablulated, etc.
- Describing exactly what the buyer or investor will pay, when they will pay and what guarantees or protection they have.
- Explaining how customer service or investor relations is managed, how they can reach their representative, and what procedure exists for escalation when the system fails.
As the presenter, tying these points together into a cogent complete presentation is a great way to achieve a great results. You can improve on these points by wrapping in ice breakers, providing support material and any number of additional ideas. However, the case will remain that these are the core elements of a great presentation.
Additionally, using this approach as your core process developing your presentations will allow you to build a process where presentations enjoy an incrementally increasing level of quality over time from yourself. And, for your team, having an established process will allow you to build consistency throughout.
Keep in mind that much of a successful business presentation is really the credibility of the presenter and the organization behind the presenter. Because of this the value of this approach is heightened. The predictability of the quality of your presentations will become an anchor of confidence for you investors and your customers.