© 2016SkimaTalk,Inc.

SkimaTalk OfficialCourse

AdvancedPresentationSkillsLesson5:KnowYourAudience

SessionGuidelines

2

Introduction/briefing

Deliverpresentation(Usingpages10– 13)

Teacherfeedback/discussion

Exerciseandfeedback

5min

5min

5min

10min

Spend2– 3minutesreviewingthecontentonpages4-6.Answeranystudentquestions.

WhyKnowingYourAudience?

3

BeforeGivingaPresentation,GettoKnowYourAudience

4

Askthefollowingquestions:

1 Who ismyaudience?

2 What doesmyaudiencecareabout?

3 How shouldIdelivertherelevantinformation?

KnowingYourAudienceWillHelpYouDeliveraMoreEffectivePresentation

Benefitsofknowingyouraudience:

1 Focus

2 Pre-emptquestions

3 Getto“Yes”

Deliveronlytheinformationthatmatterstoyouraudience.

Addressyouraudience’squestionsBEFOREtheyaskthem.

Byaddressingtheneeds/concernsofyouraudience,youaremorelikelytogetyouraudiencetoagreewithyourargumentorrequest.

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ExampleoftheSameArgumentDesignedforTwoDifferentAudiences

l Iamseekingyoursupport foranewsoftwaretool.

l Thetoolwillgeneratenewsalesleadsandhelpup-sellexistingcustomers,bothofwhichwillincreasesalesforyourteam.

l Additionally, thetooliseasytouseandwillimprove theefficiencyofyourreps.

l Thecostsareminimal(1%ofbudget), andwillberecovered5weeksafterpurchasing thesoftware.

Audience:SalesManager Audience:SecurityManagerl Iamseekingyoursupport foranew

softwaretool.l Thetooliscriticaltosecuringour

customerdata.l Yourteamwillberequired to

support thetool;butthistradeoffisworththeextradatasecuritybenefits.

l ThetoolwillhelpmaintainourreputationasthemostsecureEnterpriseSoftwarecompanyintheworld.

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PreparingForYourPresentation

7

Spend1hourpreparingforyourSkimaTalk session.

1. Review the“targetaudience”document,thepresentation,&samplepresentationnotesforthiscourse(pages9– 17).

2. Updatethesamplepresentationnotestotailorthepresentationtothetargetaudience.Eliminateanyinformationthatisnotrelevanttothetargetaudience.

3. Practice deliveringtherevisedpresentationnotesinfrontofamirror.

AreYouReady?

8

TeacherInstructions:1.Listentothestudentdeliverthefullpresentationwithoutinterruption.2.During thepresentation,writedowntheareaswherethestudentcouldhaveeliminatedinformation notrelevanttothetargetaudience.Toassistyou,wehavehighlighted suggestedinformation toexcludeinredtextintheteacherversionofthepresentationnotes.3.Askthestudentthefollowingquestion: “Didyoufindthisexerciseeasyordifficult?Why?”4.Reviewtheareaswherethestudentcouldhaveeliminatedinformation notrelevanttothetargetaudience.Discusswhytheinformationmaynotberelevant.

TargetAudience:MarketingExecutive

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Who ismyaudience:MarketingExecutive

What doesmyaudiencecareabout:

• increasingsalesleads• keepingotherexecutiveshappy• buildingbrandawareness

How shouldIdelivertheinformation:focusonleadgenerationandsupportfromotherexecutives

Goal:convincetheexecutivetopurchaseanewmarketingsoftware

PracticePresentation:Slide1

Title:ProposaltoPurchaseApolloMarketingSoftware

10

PracticePresentation:Slide2

11

ApolloSoftwareWillImproveLeadVolume&Quality

Fictionaldata

IncreaseWebTraffic BuildBrandAwarenessIdentifyBestLeads

PracticePresentation:Slide3

12

CompellingDataPointsSupportApollo’sClaims

Fictionaldata

42%increaseinleadvolume

34%increaseinbrandrecognition

Apollo’s software has been a game changer for ourbusiness. We now see more leads, and betterquality leads. I don’t know how we survivedwithout Apollo!

“

“

PracticePresentation:Slide4

13

TheProposalHasOnlyMinimalCostsandisSupportedbySeniorExecutives

Fictionaldata

MinimalCost ExecutiveSupport

CEOCFO

VPSalesLegal

95%ofcostcoveredbyexistingsoftware

budget

SamplePresentationNotes:Slide1

14Fictionaldata

l Thegoalofthispresentationistogainyoursupport foranewmarketingsoftwaretool fromApollo.

l Let’sjumpright intothepresentation.

Overview

SamplePresentationNotes:Slide2

15Fictionaldata

l TheApollo softwarehasmanybenefits.o First,thesoftwarewillhelpincreasewebtraffictoour site,whichwillincrease

thenumberofleadswereceive.o Second, thesoftwarewillimproveourdatasecurity.Thiswillhelpusminimize

thechanceoffuturesecuritybreaches.o Third, thesoftwarewillhelpour teamidentifythebestsalesleadsandpursue

onlythose leadsthatarepromising.o Fourth, thesoftwarewillhelpouraccountmanagersbettermanageour

customerrelationshipsandhelpup-sellexistingcustomers.o Finally,thesoftwarewillhelpusbuildbrandawarenessaround theworld.

Increasedbrandawarenesshasbeenproventodrivemoreleads.

TheApollosoftwarewillincreasethenumberofhighqualityleads

Remember,wewantstudentstoexcludeinformation thatisnotimportant tothetargetaudienceforthispresentation.

SamplePresentationNotes:Slide3

16Fictionaldata

l Therearemanycompellingdatapoints fortheApollo software:o Customerssawthefollowing improvements totheirbusinesses:

• 42%averageincreaseinleadvolume.• 40%averageincreaseinup-sellopportunities amongexistingcustomers.• 59%averagedecreaseinthelengthofthesalescycle.• 34%averageincreaseinbrandawareness.• 48%averagereductioninthecostofsecuringcustomerdata.

o Customersprovidedmanycompelling quotes, including:• “Apollosoftwareimprovedourdatasecuritypractices.ThankyouApollo!”• “Apollo’s softwarehasbeenagamechangerforourbusiness.Wenowsee

moreleads,andbetterqualityleads.Idon’tknowhowwesurvivedwithoutApollo!”

DataIndicatesthatthesoftwareisveryeffective

Remember,wewantstudentstoexcludeinformation thatisnotimportant tothetargetaudienceforthispresentation.

SamplePresentationNotes:Slide4

17Fictionaldata

l Thecostsofthesoftwareareminimalo 95%ofthecostswillcomefromourexistingsoftwarebudget.

l Support fromexecutivesisstrongo Theprogram isalreadysupported bytheCEO,CFO,headofSales,andheadof

Legal.

Costsareminimalandexecutivesupportishigh

Discussion

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ForDiscussion

19

Discusshowyouwouldalterthecontentofthepresentationforeachoftheaudience’sbelow

ChiefSecurityOfficer

SalesExecutive

LegalOfficer

Whatinfointhepresentationfocusesonsecurity?

Whatinfointhepresentationfocusesonincreasingsales?

Whatinfointhepresentationfocusesonkeepingthecompanyoutoflegaltrouble?

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EndofLessonWeHopeYouEnjoyedIt!