This presentation is from Hubspot’s Inbound Marketing Conference in Boston (with more than 10,000 attendees). Based on the latest insights from Mirren’s in-person new business training with agencies, Brent Hodgins addresses how to craft a far more engaging client and new business presentation – with the end goal of converting more business. Learn how to open with a bang, immediately hook the audience, foreshadow your strong thinking to come, and set the stage to win. Mirren Members can access a full video on this topic at Mirren.com/On-Demand-Learning.

1. Mirren Business Development
Presentations that Command the Room
& Win Business
www.Mirren.com
© 2014 Mirren Business Development
1 © 2014 Mirren Business Development

2. Or… Why Your New Business
Presentations Suck & What to do About It
www.Mirren.com
© 2014 Mirren Business Development
2 © 2014 Mirren Business Development

3. 3 © 2014 Mirren Business Development

4. “A day of my life I’ll never get back.”
Client VP Marketing
Commenting at Mirren Roundtable
about sitting through a day of agency
pitch presentations
4 © 2014 Mirren Business Development

5. Why?
5 © 2014 Mirren Business Development

6. Because Everyone Sounds the Same
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7. Because You Have No Insight
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8. Because Your Presentation is Boring
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9. It May Be Smart, But It Has No Magic
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10. Because You Need to Speak to Business Impact
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11. Let’s First Break Down the Core Elements
of an Engaging Client Presentation
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12. On a Very Basic Level…
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13. Insight
Action
Benefit
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14. Insight
Action
Benefit
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15. Objective:
Uncover New Insights
That Will Translate Into New
Marketing/Business Opportunities
for Your Clients
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16. Transaction Insight
A belief, value or need about the target audience
that has NOT yet been leveraged
to create a transaction.
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18. A Piece of Information about the
Consumer is Not an Insight
You’ve Got to Tell the Client
Something They Don’t Already Know
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19. Lead with Qualitative
(Storytelling)
Then Introduce the Data
(Support)
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20. Anecdotal Stories About Real People
Are More Compelling Than
Data Points About Hypothetical People
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21. Insight
Action
Benefit
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22. The Program You’re Recommending
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23. Insight
Action
Benefit
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24. Inbound Inquiries: quality, volume, velocity
Occupancy: rates, revenue per, duration
Cross Sell: revenue across your entire property
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25. Grow Deposits
New Banking Customer Acquisition
Reduce Banking Customer Attrition Rates
Increase Banking Product Cross Sell
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26. Insight
Action
Benefit
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27. More Importantly: There are Emotions at Play
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28. 28
Equilibrium is Critical
with Clients Over the Long Term
Trust Credibility
Desire

29. 29
It’s Different in a Competitive Review
Trust
Desire Credibility
Trust can only be developed over a longer period of time

30. 30
The Early Rounds
Desire
Trust
Credibility
Credibility from category experience,
case studies, capabilities

31. The Final Pitch Presentation
Credibility
Trust
Desire
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32. This is Where Storytelling Comes In
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33. Storytelling captures and holds the
attention of a Senior Decision Maker
But Why?
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35. Dominants are Emotional
But, Finely Tuned Emotions
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36. Dominants are Driven by Gut & Ego
Gut & Ego are Heavily Influenced
by Finely Tuned Emotions
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37. And, they Love to Conquer
Stories Tap these Unique Emotions
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38. Why?
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39. Stories Grab You
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40. 40
Stories Endure
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41. Plots are at the Core
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42. Plots are at the Core
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43. Plots are at the Core
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44. Break Down the Story
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45. The “Challenge” Plot
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46. Paint Vivid Pictures
Hint: Fewer Visuals Can Be Better for Storytelling
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48. Stories Paint Vivid Pictures
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49. Events on the main line of the west coast
railroad are rapidly reaching a climax!
Speeding west out of Denver the crack
streamliner -- The Silver Clipper -- roars up
the slope of the Rockies headed for the
San Joaquin Pass! Disaster – sudden and
unseen, lies waiting for it in Schooner
Canyon Lake! While Superman wings his
way through space, searching desperately
for the nearest mountain town; he at last
finds it, drops down from the sky and enters
the local police station in his character of
Clark Kent, local news reporter.
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50. Let’s Specifically Apply This to Deck Writing
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51. 51
© 2014 Mirren Business Development
Every Presentation Tells a Story
Client’s Brand
Business
Goal
Business
Challenge
Your Strategy to resolve
the Business Challenge &
Benefit (& Proof) achieve the Business Goal
of your recommendation
Hero
Goal
Challenge
Plan
Resolution

52. A Good Story Grabs & Holds Everyone
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53. A Good Story – About You –
Grabs You By the Shirt Collar
& Completely Focuses Your Attention
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54. The Objective:
Macro: Use the Storytelling Framework to
Construct Your Presentation
Micro: While Engaging the Client with Relevant
Stories to Reinforce Key Points Along the Way
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55. Insight
Action
Benefit
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56. Let’s Punch it Up
with Principles from Storytelling
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57. The “Challenge” Plot
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58. Business Goal Challenge
Insight
Action
Benefit
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59. 59
© 2014 Mirren Business Development
End the First Act with a Hook
Foreshadow What’s Ahead
“We’ve got a big goal…
and, we’re up against some serious challenges…
but we’ve uncovered something very interesting.”

60. This Set Up Now Becomes
the Focus – the Plot –
For Your Entire Presentation
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61. Business Goal Challenge
NO SLIDES
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63. Business Goal Challenge
Insight
Action
Benefit
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64. “A day of my life I’ll never get back.”
Client VP Marketing
Commenting at Mirren Roundtable
about sitting through a day of agency
pitch presentations
64 © 2014 Mirren Business Development

65. In Summary, You Now Have a Story
Collection of different topics
Patched together
Tons of information
Leaves the client with rational
facts & impressions
Story
One core idea
Flows seamlessly
Economic
Connects emotionally, inspires
the client to take (your) action
Unforgettable
Collection

66. Learn More about Crafting Persuasive Presentations
at Mirren.com/On-Demand-Learning
66 © 2014 Mirren Business Development

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68. Thank You
www.Mirren.com
68 © 2014 Mirren Business Development