Transcript No Slide Title

How to Prepare a
Steering
Committee
Presentation
 Whenever you get the opportunity to address
a group, make the most of it
Addressing the
Audience
Know your audience
Motivate your audience
Help your audience
Structure the
Presentation
Build a Slide
Hints and Tips
Slide 2
 Know your audience so you can approach
them correctly
What does the
audience need to
understand and at
what level?
l
Why are you telling us this?
l
What are you saying?
l
What use is it to me
Slide 3
 Put yourself in the shoes of your audience
Who are they?
 We have to meet the
expectations of the
Steering Committee only
 Concentrate on those
who make the decisions
•
•
•
•
•
•
What are their expectations?

What do they know already?
What do they think about the subject?
What do they need to know?
What don’t they need to know?
How will they use the info?
Their expectations
determine the language
you should use, the
scope or depth of details
Slide 4
 Remember that different audiences require
different styles
Favourable
 Be direct
 Set goals
 Don’t oversell
Neutral
 Uninformed: Let them see the need to know
 Uninterested: Help to visualise the benefit
 Undecided: focus on selected points
Unfavourable
 Find common grounds
 See their point of view
 Present facts & evidence
Slide 5
 Motivate your audience - a presentation is
more effective than a document in creating
actions...
Reader
Audience
Situation
Free
Captive
Impact
Low
High
Feedback
None/slow
Immediate
Slide 6
 …however, your audience is handicapped by
several things
Reader
Audience
Flexible
Imposed
Quantity of information
High
Limited
Selection of information
Yes
Rate of assimilation
No
Slide 7
 To be effective, you need to help overcome
the handicap of your audience
Tightly
structured
Focused on
essentials
Clearly visualised
To reinforce the message
Oral comments to complete
Still Understandable as a
written report
Present only what has to
be said
Keep “backups”
Audience cannot refer
backward
and forward to a speech

Slide 8
 Structuring your presentation to ensure your
audience is with you
Addressing the
Audience
Structure the
Presentation
Key Messages
Storyboard
Intro/Conclusion
Build a Slide
Hints and Tips
Slide 9
 Key messages form the substance of a
presentation and help promote active
listening
Concern
Substance
Form
Time
ANALYSE
ORGANISE
Add value to Create a link
Info -> Analysis information
-> Message
between ideas
COMMUNICATE
Promote active
listening
Slide 10
 Start to think early about the format of your
presentation
Concern
Substance
Messages
Structure Storyboard
Form
Time
 Don’t wait until you have found the answers before planning
how to communicate the results
Slide 11
 Do not communicate in the way you have
analysed the subject
Analysis
Idea
Communication
Message
The structure
shapes the way the
audience receives
the message
 Problem-solving
 Complex / thorough
 Narrow scope
 Argumentation
 Simple / relevant
 Broad scope
Slide 12
 Set up a visual outline of your presentation
pre-frame your presentation to set the right expectations
Title
Background Key messages
Identify the
topics to be
analysed
Roadmap
Section 1
Topic
Topic
Topic
Topic
Section 2
Topic
Topic
Topic
Topic
Topic
Section 3
Topic
Topic
Topic
Topic
Topic
Summary Opportunities/
Benefits
Summary
Extra slide to
“Back-ups” to
summarise long
anticipate questions
sections
or discussions
Slide 13
 The storyboard is a powerful visual
outlining tool
 To organise ideas
 Gives you a full view of the presentation all the time
 Checking or trying new approaches becomes easy
 To check progress
 To work as a team
 To divide up responsibilities
 To ensure that all parts fit coherently
Slide 14
 Pay particular attention to the introduction
Attention
level
Introduction
and conclusion
Conclusion
Time
 Tell them what you are going to tell them
 Tell them
 Tell them what you have told them
Slide 15
 Use slides to really focus attention and
visually represent the findings
Addressing the
Audience
Structure the
Presentation
Keep it simple
Build a Slide
Use graphics and builds to deliver
Pictures speak a 1000 words
Hints and Tips
Slide 16
 Graphics help to get the message across
 The purpose of your presentation is to communicate
ideas and information ...
 Not to dazzle people with fancy graphics …
 When the session is over, you want your audience
marching out discussing the ideas you set forth ...
 Not talking about the neat graphics or the special
effects !
Slide 17
 Keep the purpose of your slides simple -
limit it to three key messages
 It is easy to remember
 It is easy to understand the link
 Additional points become weaker
Slide 18
 Each visual has a key message as a title
Topic

Identify the message state it concisely as a sentence

Choose the right chart form

Emphasise the message
The purpose of graphics is
to support the message
Source: for all analysis charts
Slide 19
 Highlight the areas you want to talk about

Example: Incentive Criteria for Sales Reps in Market X
Used criteria
Not used criteria
Sales Volume
Peso Sales Target
Grocery
56%
11%
Ice
Cream
65%
Confec
Dietetics
25%
13%
30%
43%
Special Product Vol.
20%
Consistent Effort
Collection
Market Hygiene
Distribution
Merchandizing
Reporting
10%
9%
4%
8%
2%
5%
5%
20%
15%
5%
20%
2%
5%
Trade Development
7%
7%
7%
6%
Call rate
Strike rate
Organiz./Admin
Promo Responsibilities
… but all focused on
volume or value targets
51%
44%
Territory Mgt.
5%
Org. Resposibilities
Total
FS
100%
100%
100%
100%
100%
Source: incentive schemes
Slide 20
 Use animations to show visuals with a lot of

Sales force
day breakdown
34%
In-store time
More
in-store
time
information
Example: Incentive scheme in Market X
Retail sales reps
in-Store time
breakdown in minutes
34%
Travel time
Less
Office time office
9% breaks time
For example, incentivise
19%
(more):
 Trade development
 Listing of new products
 Profitable products
 Above target performance
Performance
in difficult
months
 Sales at beginning of month
Average
Waiting
3.0
Money collection
2.8
Sales talk
2.6
Merchandising
1.9
Order taking
1.2
Booking Check
1.3
Stock check
0.7
POS Material
0.5
Return mngt
0.5
Pleasantries
0.3
Coach/Delegat
0.4
Total:
15.2
%
20%
18%
17%
13%
8%
8%
5%
3%
3%
2%
2%
100%
Source: SFAA conducted 1998
Slide 21
Decrease in
brand
building
spend
Increase in
Trade
Spends
Retailer
margin
pressure
Lower
trade
price
Trade spend is
Brand erosion
Competitive
threat
a vicious circle
that drive costs
upwards
Lower
consumer
price
Category
Volume
decline
Lower share
of innovation
Lower share of
voice
Lower
profit
…leading to
higher pressure
on trade spend
Share
maintained
Lower
investment
for growth
…and a
decline in
brand support
Source: Interviews with K/A team
Slide 22
 Make charts as clear as possible
Sales
Marketing
100%
80%
60%
40%
20%
0%
Coop
100%
80%
60%
40%
20%
0%
Listing fees
100%
80%
60%
40%
20%
0%
Promotional discounts
Milk
Infant Coffee
Nutrition
Source: Manual tracking Jan-Aug 98
Instant Culinary
Drinks
Confect
Petfood
Breakfast
Cereals
Slide 23
 Use pictures to show facts
“One picture is worth 1,000 words”
Opportunity for improved visibility by
"better" merchandising in General Trade
FIFO
respected?
Slide 24
 We have high presentation standards to live
up to
Addressing the
Audience
Structure the
Presentation
Build a Slide
Preparation & Polish
Hints and Tips
Handling your audience
The Team Effect
Slide 25
 As a team we want consistency in our
presentations
 Slide set up
 Use Arial - it is easier for the audience to see
 Check your colours can be seen when projected
 Spell check in English (UK)
 Transferring files
 All presentations will be copied onto two laptops
 To save file space please ungroup all charts
 We will leave handouts of the presentations
 Please check that your slides are fully visible in pure black
and white
Slide 26
 Good preparation will make you more
confident and convincing
 Presentation
 Start developing your presentation early - leave plenty of time for
‘tidying up’
 Delivery
 Rehearsing is one thing, committing the presentation to memory
and performing it by heart, is not the way to go. You need to
present, not to recite
 The best presentations are made from the heart and on topics that
people really know
 Dress as your audience would expect, but also ensure you are
comfortable
 Supporting Documents
 Don’t limit the staying power of your message, by providing it
without the right support materials
Slide 27
 Build a rapport with your audience
 Face your audience not the screen
 Make eye contact - sometimes with a friend is easier
 Use humour only if you know how
 Keep your language appropriate for the audience
 Engage your audience - do not intimidate
 Don’t wander around the room
 Lose the computer – that is – don’t hide behind it
 get up in front of the group, where you belong, as
presenter, leader, moderator, and communicator
Slide 28
 There are three golden rules for handling
questions...
 Never answer a question directly until you have
determined the intention behind
 Pay attention to the unconscious communication
process in physiology and voice qualities
 Keep emotionally detached. It is the information which
is being questioned, not you
Slide 29
 After you have understood the question
- then answer professionally
 Avoid getting drawn into a technical debate
 Never get defensive
 Direct criticisms or personal attacks away from the
person and towards the subject
 Turn judgmental/hypothetical questions back to
where it came
 Answer questions/statements from confused minds
at a higher level first
Slide 30
 Observe your audience and adjust pace and
style to their needs
 What is the difference between an elephant and an
audience?
 The elephant never forgets … the audience occasionally
remembers
 A lecturer once called out to Fred at the back of the
audience and said...
 “Hey Fred…lean over and wake up Mary next to you
please…”
 Fred calmly stood up and said to the lecturer...
 “You put her to sleep…you walk up here and wake her up
yourself!”
Slide 31
 « The object of oratory alone is not truth, but
persuasion »
Lord Macaulay
 The process part of your presentation represents 93% of
your overall message. The content counts only for 7%
 Eye contacts for 3-4 seconds with key persons to connect
 The fewer notes you use, the more natural and seamless
your presentation will be
 Leave your colleagues to take notes
 Watch your Physiology (breathing, gesture) & your Voice
 Use WE not I - it gives confidence and credibility
 We are there to support our colleagues not challenge them
Slide 32
 In Summary ... don't forget the old Greeks...
 Ethos
Your personal credibility, the faith people have in
your integrity and competence
 Pathos
The feeling... are you in alignment with the
emotional thrust of the audience's communication
 Logos
The logic, the reasoning part of the presentation
Slide 33