The most important presentation you ever do may be the one that lands you important new business. New business can launch your organization. It can keep your bottom line secure. It can signal the world that you’ve arrived.
But first, you have to win it.
Whether it’s private business or a public agency whose business you’re seeking, there will probably be a Request for Proposal (RFP) that outlines its expectations. Some RFPs are complex and demanding. The important thing is that you fulfill all the requirements, no matter how involved or troublesome. This is the price of securing a new client.
But there’s more, and here’s where a good presentation comes in—you also have to establish a point of differentiation. Every good business does this, but it’s especially important when you’re seeking new business. Your audience must understand and remember what sets you apart. No one ever got a new client by saying, “Me, too!”
Are you more efficient? Better equipped? More experienced? Do you offer more expertise? Have you found a new approach? Find something you have that no one else does, and make sure your presentation stresses this differentiator. Keep coming back to it as you present so that the audience remembers it when the presentation is over.
And while you’re at it, you must do one other vital thing with your presentation—you must form a warm connection with your audience. You’re not just presenting numbers here; you’re presenting yourself. You need to make those people want to work with you. If you don’t, they will cool to your presentation soon after it’s over, however qualified you seem to be. People go where they want to go. Make sure they want to go to you.
A stellar presentation can make the difference. So don’t leave it until the last minute! Don’t concentrate on the RFP requirements and think you’re done when every taxing detail in them has been fulfilled. The truth is that your would-be client doesn’t like reading those details any more than you liked writing them. That’s not what will push you over the line. What your audience remembers about you will push you over the line.
Get a coach. Gather your materials and create a presentation. Rehearse it over and over until it comes naturally. Scout the location and see how large a room you have. Find where the electrical outlets are. Determine where the sun will be at the time you present, and if it will be on the screen, know how to work the blinds. When you appear, everything you do will look effortless to your audience because you took this part seriously.
And that’s the kind of impression that wins new business.