We’ve all been there – pouring our energy into crafting the perfect pitch, only to find it falls flat. While presenting your solution is undeniably crucial, the impact often misses the mark. It’s perplexing because presentations should be our moment to shine, a chance to passionately discuss what we know and are eager to share with potential partners and customers.
This isn’t another guide on presentation techniques. Frankly, perfecting PowerPoint isn’t my forte – my slides sometimes resemble eye charts with minuscule fonts, attempting to cram maximum content onto each page. Ten slides with 8-point font for a ten-minute presentation? Perhaps not the ideal strategy.
Instead, this discussion centers on something more fundamental: forging a genuine connection with your audience, Thy Partners in this endeavor. It’s about the essential groundwork needed to communicate persuasively. It seems obvious – knowing your audience. Yet, even seasoned professionals frequently overlook this critical step.
Consider a recent experience, a scenario all too common. I attended a presentation where the speaker, an expert in their field, aimed to gain our support for a project. I was genuinely interested and prepared to embrace the idea, even without knowing the specifics of the next steps.
Around a dozen of us were present, all with a notable online presence. The presenter was aware of the attendees well in advance. They delivered a polished, knowledgeable presentation with excellent visuals. However, they failed to achieve buy-in. In fact, I left the meeting less inclined to engage further. What went wrong? And what could have been done differently to foster a connection with thy partners, the audience?
The primary misstep was the presentation’s overwhelming focus on the presenter’s and their company’s benefits. It was difficult to discern what was in it for me, likely because the presenter hadn’t considered my perspective or how to pique my interest. They missed the crucial element of understanding thy partners‘ needs.
Several adjustments could have dramatically altered the outcome. Knowing the attendees beforehand, the presenter could have easily researched us. A simple LinkedIn search would have provided valuable insights into each participant’s professional background and interests. Given our active social media presence, exploring our posts and articles would have further illuminated our areas of focus. Numerous readily available tools can empower anyone to gain a deeper understanding of their audience. This research shouldn’t be limited to presentation preparation. Whether I’m initiating a call or receiving one, a quick Google and LinkedIn search, along with a company website visit, provides invaluable context. Understanding who I’m engaging with significantly enhances my ability to connect effectively with them, thy partners in communication.
Recently, I presented to a small group of seven. Having worked with several attendees, I knew my topic aligned with their key concerns. However, four participants were new to the project. To bridge this gap, I emailed them beforehand, introducing myself and posing three targeted questions. These questions were designed to ensure my presentation addressed their most pressing issues and to gather their perspectives proactively. Three responded promptly, and the fourth apologized and provided their input just before we began. While my presentation structure was set, these responses allowed me to refine my delivery, emphasizing points that resonated with their specific concerns and needs as thy partners.
Sometimes, pre-presentation research isn’t feasible due to audience size or anonymity. In such cases, leverage the meeting organizer or sponsor. They can provide invaluable insights into the audience: Who are they? What are their expectations? What’s their level of expertise? What motivates their participation? These are crucial questions to understand thy partners collectively and tailor your approach.
Lastly, consider real-time audience engagement. I recently addressed a larger group of 175 people. The event sponsor provided detailed information about the audience’s interests and motivations. However, to further personalize the connection with such a large group of thy partners, I opted for audience interaction at the start. Before diving into my prepared presentation, I asked four profiling questions, requesting a show of hands for each. This simple exercise, while not providing individual insights, allowed me to gauge the audience’s general profile and subtly adjust my presentation to better align with their collective interests.
We naturally gravitate towards pitching, eager to showcase our products and services. We invest significant time in perfecting our presentations. However, presenting without understanding thy partners, your audience, is inefficient for everyone involved. Connecting with your audience is as vital as the content itself. Even with familiar audiences, always ensure you understand how to connect most effectively before you present.
