Some additional items to consider as you prepare your presentation.

Clothing and jewelry should be plain and simple. Large, gaudy pins and earrings can be distracting. Eat light beforehand, and watch certain foods. Dairy products and sweets make you clear your throat, carbonated beverages cause belching, and greasy foods leave an annoying film on your teeth. Resist the temptation to jab a stick of gum in your mouth. Chewing gum during a presentation is a big no-no!

Don’t bind or staple your script. That forces you to turn the pages, which is distracting. You should slide your pages as you speak. Avoid licking your finger before grasping a page. If you have dry skin, apply a few drops of hand lotion prior to speaking. Remember to maintain eye contact as you turn pages.

Keep your hands free, especially if you’re a fidgety type. Clicking a pen or jingling coins in your pocket is very annoying. Feel free to move about while speaking to small groups. You’ll be more relaxed and in control.

Public speaking is an increasingly important skill in today’s economy. Whether you work in the public sector, private sector, or for a non-profit organization, you can benefit from developing strong presentation skills.

Entire books and courses are dedicated to this topic alone. We’ll briefly review some of the fundamentals needed for a strong presentation.

Remember that you are the expert. Your skills, experience, or training make you the ideal person to present the information.

View each presentation as an opportunity to enrich the lives of your audience. Imagine yourself a mentor, helping audience members as opposed to merely lecturing to them.

It’s OK to be nervous. Channel that energy to help you display your interest in and passion for your topic. Remember that for the most part your nervousness doesn’t show.

A few ideas to keep in mind as you develop your materials:

- Consider your audience. Who are they, and what do they know about your industry or field? Use words and terms they understand. A person in the financial services sector, for example, speaks differently to colleagues than to retirees.

- Tailor your message to their needs. Talk about profits gained, losses curbed, increased job security, more comfortable retirement, and so on.

- Factor in your strengths. Perhaps you attended a workshop, conference, or seminar; worked on a special project; or developed a fascinating solution to an unusual problem.

- Include a call for action. That may be to place an order or to accept your budget, plan, or other idea. Your presentation must have a purpose.

Try a process known as visualization prior to speaking. Imagine yourself successfully presenting your material. You will think of additional questions and objections to address, and be even more prepared.

Pump yourself up with power quotes and other motivational thoughts. You will enter the room confident and assertive.

Always use notes or a script. Don’t risk forgetting important details and the embarrassment of having to send follow-up messages.

You must rehearse your presentation, especially if you’re using equipment. We’ve all attended meetings that failed because a laptop simply refused to work with the digital projector. Iron out those bugs in advance to avoid ruining your presentation.

copyright 2007, TRF, Wisconsin

Less or fewer?

Express check-out lanes often mention that they accept “X items or less.” Ooops. Typically, 'less' refers to aggregate amounts while 'fewer' refers to specific numbers or quantities.

"Less waste is generated since we switched to the new process."

"The latest model consumes less fuel than earlier versions."

Use 'fewer' when you know the number or quantity.

"Twelve fewer people attended this year’s conference."

"Our 2007 model has five fewer moving parts."

Newsletters are great vehicles for providing information about your firm and its capabilities. Unfortunately, writers often get caught in the “you-rah-rah” trap and fill valuable space with announcements about births, anniversaries (employment and wedding), even Aunt Betty’s favorite recipe.

Those topics are fine for newsletters geared toward your employees.
But don’t bore your customers and prospects with such material. Instead, concentrate on what’s of interest to them: changes in tax law or import/export regulations, how to save money or solve a problem (case studies are very useful here), minor maintenance hints, suggestions for preparing their workplace or equipment for a change in season, and so on.

If you’re stumped for subject material, contact some of your readers for suggestions. Their suggestions will help ensure that your newsletter is covering the topics of relevance to your readers. And that your newsletter is read and retained.

copyright 2007

Certain proposals, such as those from government agencies, follow a set format. When given the opportunity to generate a proposal, put forth some additional effort to help set yours apart from the others.

Background research:

Review the firm’s website and sales literature (if possible) for a better understanding of its products or services and how it competes. Any unique features? How does the company position itself in the marketplace? A tagline or slogan can give you some idea.

Review vision and mission statements for a sense of corporate philosophy. Tailor your message and approach to this viewpoint. Chances are you’ve had some discussion with the prospect’s staff. If not, talk with people involved in the project for additional insight into the firm’s needs.

Doing this research shows that you’re serious about helping the prospect and not just becoming an order taker.

Your Unique Selling Points:

Why should the prospect hire your firm? Talk about your strengths and capabilities, such as experience in that industry or in addressing similar problems; proprietary technology that is ideally suited to this project; your numerous offices to handle the prospect’s far-ranging needs; an ability to adapt as the client grows; and so on.

The more value you can show, the better chance you have of standing out, particularly against low-price bidders.

Strategy:

Specify how you will carry out your plan and who is involved. Describe how your efforts will solve problems or meet the firm’s goals. Include a timetable for longer projects. This shows you are organized and provides additional measurable goals. Emphasize your concern by writing in the “you” format.

Budget:

Along with your itemized estimates, include some explanation for costs that are higher than average. Perhaps you provide additional services (24/7 support, extended warranty) or other benefits, such as higher quality parts or manufacturing. Put your costs into perspec-tive by showing the added value you offer.

Clear writing:

Write clearly. Remember, you’re not being judged on your ability to wow the prospect with acronyms and jargon. Your proposal is considered largely on the solutions you offer. Your prospects are savvy, intelligent people. Treat them accordingly.

Finally, proofread your copy and edit aggressively. Have at least one person not associated with the project proofread your material. This is your chance to shine. Don’t ruin it with simple mistakes or overbearing text.

copyright 2007, TRF, Wisconsin