Mais conteúdo relacionado Semelhante a Building a Great Presentation (20) Mais de European Innovation Academy (20) Building a Great Presentation1. Building a Great Presentation
Chris Burry
Co-CEO US Market Access Center
EIA – July 10, 2013
3. You are not presenting
to machines
You must be HUMAN
You need to make a
connection with your
audience
You must ‘know’ your
audience and what
motivates them
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It all starts with people….
4. We talked earlier about
the psychology of sales..
What is their motivation
for being here?
What do we know about
them as people?
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What do I mean by knowing your audience
5. People buy from people
they like…
If they don’t like you,
it really doesn’t matter
how good your product
is….
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The “Little Secret” of Selling …
6. You need to be VERY clear on what you are trying
to get done.
o Gather Feedback?
o Figure out what their
problems are?
o See if there is interest
in your problem?
There is a HUGE risk of over-reaching
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Purpose – What are we trying to get done?
7. The Single Meeting Objective
As a rule, you only get a single meeting
objective.
Think in terms of a series of passes, not
trying to score now.
What pass am I going to make?
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8. The Single Meeting Objective
What pass am I going to make?
And how is it going to get me closer to the
goal?
What is the one thing I want my audience to
remember / do?
And no, it can’t be place an order today.
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9. Concise - Less is more
o 3 min per slide
o 30 point type
o Not 24, not 18, not 12
Clear - No jargon, acronyms
Consistent – Same font,
layout, bullets
Think ZEN
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Preparation – Your materials must be
10. Just like there is a single
meeting objective…
Each slide has to have an
objective as well.
And in a perfect world, a
picture to reinforce the
words
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Each slide gets to share ONE idea
11. 1. Title Slide
o Presenter(s)
o Title
o Date
o Logo
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My standard slides
12. 1. Title Area (typically in a colored font)
2. Content Area
3. San Serif Font (30 pts!)
4. Black text, color for emphasis
5. Picture / graphic if possible
6. Logo
7. Copyright and page number
8. Contact information
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Standard Slide Elements
13. Do you want to be celebrating success or
Accepting failure?
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Which Outcome Do You Want?
15. 1. Introductions
o Your Team
o Their Team
2. Purpose of the meeting / presentation
o Describe the single objective
o Confirm that this is an acceptable outcome
o Explain how the rest of the meeting will work
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The Actual Slides
16. 3. Content – The ‘meat’ of the presentation
o Varies by type of meeting
o Resist the urge to ‘shoot for the goal’
4. Questions, Answers and Discussion
5. Call to Action – This is where you put ‘the ask’
o What do you want to have happen next?
o When is this supposed to happen
6. Contact information
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The Actual Slides
17. The Single Objective – Validate top 3 problems
Get a ranking for each problem
Validate the customer segments
Understand alternative solutions
Identify new problems
This is about listening to the customer,
not about you talking all the time
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The Customer Problem Interview
18. Who to Target for Interviews
Budget
Has makeshift
solution
Actively looking for
solution
Awareness of problem
Has the problem you are solving
Reading: Startup Owner’s Manual
Work from the
bottom up
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The Meeting Agenda and Format
2 mins •Introductions – tee it up
2 mins •Customer persona
2 mins •Tell a customer story
20 mins •Customer problem discussion
4 mins •Wrap up, referrals, follow-up
20. Your worksheet
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Customer Problem Discussion
Problem
Candidates
Current
Solution
Our
Solution
1. 1. 1.
2. 2. 2.
3. 3. 3.
4. 4. 4.
5. 5. 5.
Source: Steve Blank, STARTUP OWNERS MANUAL
21. Contact info, role in
company, organization
Company demographics
Hypothesis 1:
o Priority of underlying
problem
o Pass or Fail
o Alternative solution
to problem
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Problem Interview Journal
Hypothesis
Hypothesis 3….
New top problems
identified
Referrals
Follow-ups
Things you hadn’t
thought of
22. How Many Customer Interviews Do YOU Need?
50 interviews total
15 per week, 300 minutes
200
contacts
Steve Blank numbers
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23. Learn… Learn…. Learn….
Don’t go to high-value targets first
Adjust the problem set
Tune the demographics
Zoom in on top alternatives
Re-use customers’ own words
Target “early evangelist” customers
Refine As You Go
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24. You will know when
10 .. 50 Interviews
Problem consensus about
urgent need
Insight into current solutions
Understand demographic of
early evangelist
Hearing the same things
over and over
When Are You Done?
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25. Customer problem
What is the problem you are trying to solve?
o Get the customer talking
o You need to validate that the customer
actually has this problem.
o If they don’t visit was a waste
o NEVER lead with your technology /
solution!
o Always let the customer talk
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Content Slides – Assuming this is a Validation Call
26. Value proposition
Describe that an ‘imagined future’ would their
world look like if the problem didn’t exist
o Quantify the change if possible
o Great place to ‘connect’ with them
o You need them to ‘buy in’ to the idea that
the end result is better than what they have
today.
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Content Slides – Assuming this is a Validation Call
27. What is your solution
You need to describe your solution and how it will
make their problem / pain go away
o Keep it short and simple,
o The ‘technical brilliance’ of your idea
doesn’t really matter to them
o Let them ask questions on the details
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Content Slides – Assuming this is a Validation Call
28. Competitive Advantage
Why is your product best suited to make this
problem go away
o When possible, you want to compare and
contrast with existing solutions
o Advantage must be quantifiable
30% faster vs. ‘much faster’
o As ‘the new guy’ you are high risk
Your value must offset the risk
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Content Slides – Assuming this is a Sales Call
29. Implementation Plan / Details
o Resist the urge to ‘deep dive’
o Cost goes here
Questions, Answers and Discussion
o This is where you get your validated learning
Call to Action – This is where you put ‘the ask’
o What do you want to have happen next?
Contact information
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Content Slides – Other topics
30. Build a profile of your
‘target’
Decide on team roles
o Who is going to take
notes
o Who is going to ask
questions
Schedule a ‘de-brief’ ASAP
after the meeting
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Preparation
31. Don’t “go in cold”
Practice the slides you will
present at least 5 times before
you meet a customer
o Practice in front of your
team
o Practice in front of our dog
o Practice in front of the
mirror
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Practice
32. Let’s Connect
US Market Access Center
10 South Third Street, 3rd Floor
San Jose, CA 95113
Our Headquarters
facebook.com/usmarketaccess
@usmarketaccess
linkedin.com
Groups – US Market Access Center
San Francisco
Palo Alto
San Jose
+1 (214) 673-5187
Phone
cburry@usmarketaccess.com
Email
Chris Burry
Co-CEO
Contact
www.usmarketaccess.com
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Notas do Editor F1: What is the ideal customer to target for interviewsESTABLISH CONCEPT OF EARLY EVANGELISTF2: How do you find these guys? How many customer interviews do you think you need?How many contacts to get xx interviews?How many minutes per interview?What is a good goal per week? F1: Don’t start with your high-value targets – WHY NOT?F1: How could we refine this as we conduct more and more interviews:The problem: ?Demographics: ?Alternative solutions?Positioning?Build a pipeline?