Business presentations: - What, when, how, types,etc

Introduction:

Business presentation is becoming a way of life for business people and it is an integral part of
the business career. Presentations are good chances for business people to demonstrate their
knowledge, competence, and composure. Most of the presentations at any given moment are
intended to sell a product, or service, pass on information, elicit ideas or introduce and develop
new skills. In order to produce a successful presentation, the presenter must have a clear idea
of what the presentation is about. Furthermore, his understanding must be precise and
accurate. If the speaker is not sufficiently clear about his purpose, the presentation will fall
wayside.

What:

What is a business presentation?

A business presentation is a formal statement of a business plan, which contains a set of goals,
the reasons why they are believed attainable, and the plan for reaching those goals. It may also
contain background information about the organization or team attempting to reach those
goals. According to Gerald Miller, Business presentation, in its broadest sense, is any
presentation of factual information and its interpretation using the spoken word.

What needs to be said is important in a Business presentation. Deciding on this is the key to
your speech. Factors are:

What is :

- Objective of the presentation.

Presentations have one or more objectives: to inform, teach, motivate, or persuade. In fact,
almost anything presenter wish to communicate in the form of a presentation will have some
element of persuasion in it. If the presenter want his audience to accept him and the ideas he
share, he need to be prepared- both personally and professionally- so the image he creates will
get the results he want. His appearance, attitude, and mannerisms are all important to form a
good first impression. Today’s presentation technology can help to increase your confidence
and your level of preparedness by allowing you to develop and use well-designed visuals. One,
as a presenter, have the opportunity to improve the image he wishes to project to an audience.

- Content of the objective.

Content is the most important in the presentation, a content outline is a logical first step in
formulating the message for a presentation. Once the presenter is satisfied with the topics and
their sequence, it will be easier to give an idea of what will be the presentation about.

- Relevant subject matter.

Once the objective of the presentation is specified, it is easy to decide the relevant subject
matter. Audience response depends on the subject of the presentation. If the presenter
deviates from the topic at any point, the purpose of the presentation will be lost. The subject
matters are to be carefully studied by the presenter so as to convey the same to the audience.

- Expectations of the people:

Before taking a presentation, presenter needs to empathize the audience’s view to know how
they are going to benefit from the presentation. Thinking about this to help the presenter to
define the objectives of his talk and give him a clear idea of what he wishes to accomplish
through his presentation. When he has assessed this concretely, he will be a better position to
hold the attention of the audience.

- Time allotted.

Allotted time for the presentation is imperative throughout the delivery because the presenter
may need to adjust the time assigned to him to complete the presentation. If limited, then he
has to rely on his ideas without having the opportunity to browse through the books or internet
to decide on the content. If he exceeds the time limit, the audience response will be poor.

Features of Business Presentation:

Everything needs practice and practice makes perfect, so business presentations are no
exception. A lot of practice will lead to the excellence in making presentations. Yet the practice
must be in the right direction. Therefore, the first step to master the techniques of effective
business presentations is to be aware of the features of a good presentation.
 1.Appropriate Content
In a good presentation, the content is appropriate to the audience. Whether the ideas presented
are too difficult or too simple, the speaker will fail to persuade the audience. But it doesn’t mean
the difficult and simple ideas cannot be presented. What matters is the design of the
presentation; it should be designed depending on the audience. For example, presenting the
theory of relativity to a group of scientists will be entirely different from presenting it to a group
of school children. So it is very important to make the content of the presentation conform to
the audience.
2. Appropriate Use of Language
The language used in a good presentation also matches the audience. If the language is too
difficult or too simple, the audience will switch off and the presentation is likely to fail. If a speaker
uses a lot of jargon when he is presenting to a group of amateurs, the audience will be at a loss
and finally stop listening. Effective presentations also feature concrete, graphic language. This is
the kind of colorful language that makes the presentation vivid and helps the audience draw
pictures in the mind.
3. Smooth Sequence
That means all the ideas of a presentation are put in a good and logical order. It is essential for
the ideas to be understood easily and accepted by the audience. There are a number of
sequences one can use, but no matter what sequence a speaker chooses, it must be smooth
because the listeners cannot go back and forth looking for connections as the reader of an article
can do.
4. Signs of Preparation and Mastery
Signs of preparation and mastery help to convince the audience. Statistical information,
illustrative cases, and visual aids are all external signs of preparation. Smooth and confident
delivery is an internal sign of mastery of the subject. If the presenter appears credible and
knowledgeable about what he is saying, it is easier for the audience to lower resistance to the
ideas and accept them. Any signs of casualness indicating lack of preparation can put the
audience off. The listeners may reject even wholesome ideas because they don’t want to be
taken for granted.
5. Lively Delivery
A good presenter should be relaxed and confident, maintain eye contact with the whole
audience. A speaker will endear himself to the audience if his face is lively, his voice modulated,
and his gestures appropriate. There should be passion in his voice---passion born out of
conviction about the message he is presenting. To be a good presenter, one should be able to
use appropriate gestures and voice modulations when presenting.
Before the Presentation
1 Prepare Thoroughly
One of the most effective strategies for reducing stage fright is to know the subject thoroughly.
Thorough preparation adds to the speaker’s self-confidence and reduces the chances of
nervousness. A presenter should make a careful research on the audience, purpose, place, time
and content of his presentation.
2 Rehearse Repeatedly
Speakers can have a lot of practice before giving the presentation. Practice makes perfect,
especially if a speaker hasn’t had much experience in public speaking. When practicing, the
speaker should practice the entire presentation, not just the first half. He can rehearse in front
of a mirror; try to visualize the room filled with listeners. Or he can record his speech on the tape
to check the sound of his voice, and his timing, phrasing and emphasis as well. If possible, he can
also record his rehearsal on videotape so that he can evaluate the effectiveness of his
presentation as the audience will and make some improvements.

After the Presentation

Question and Answer Session: After a presentation is finished, allowing the audience to ask
questions. It’s an excellent way to reinforce your message and to continue to sell your ideas. In
addition, because listeners can ask for clarification, audience members are less likely to leave
your presentation with misconceptions about the concepts you delivered. Because of these
benefits, the question and answer period is actually another presentation and vital to most
speaking situations.
1 Distribute Handouts
A presenter can enhance and complement his presentations by distributing an agenda, an
outline of the program, an abstract, a written report, etc. Listeners can refer to the handouts
while a presenter is speaking or keep the handouts to later recall of the subject and main ideas
of the presentation. But it’s probably best to discuss most handouts during the presentation but
delay distributing them until after the delivery finishes, because handouts can be distracting, and
people may be inclined to read the material rather than listen to the speaker.

2 Reinforce the Main Points

A speaker can use his answers to the questions to restate the primary ideas. In answering
questions, a speaker should avoid becoming defensive or debating the question.
3 End with a Summary and Appreciation
A presenter can conclude the way just like the opening by looking around the room and
making eye contact. Then he gathers the notes and leaves the podium with shoulders straight,
head up.

When:

Presenter may wish to know when he is going to make the presentation. Though on the face of
it, this information may appear redundant, it is actually not. The important things to consider
here are:

When

- the event is taking place :

When one is asked to speak, the first thing he should want to know is when the event is
scheduled. This gives him an idea of how much time he has for the presentation.

- is the time of the day for the event :

If the presentation time is in the morning, then the audience will be more receptive and
attentive. Therefore, the presentation will be well received. If it’s just before lunch, then
audience will be thinking about food and so reception will be lower than compared to in the
morning. When the presentation is after lunch, people will be feeling sleepy and hence, effect
of the presentation will be minimal. The outcome of the presentations that are taken on the
end of the day would be muted since people may be very tired. If the presenter has any control
over the schedule, he should try and choose an hour when his energy levels are high. He can
choose to tide the difficulty of sleepy or tired audience by involving them as much as he can.

If the presenter has a choice, he needs to avoid,

Mondays – People are thinking about their week.

Fridays – People are thinking about their week end.

The best times for the presentation are

From Tuesday to Thursday and from 10 AM to 12 Noon. Very often presenters do not have a
choice of day or time. Even so, bearing the above in mind should help them.

Adhering to the time schedule by planning the contents of the presentation is imperative. A
speaker who sticks to his dead line communicates a self-discipline and a healthy respect to the
audience.

Where:

Where is the venue of the presentation?

The presenter will have better performance if he knows the venue of the presentation in
advance. If so, he will have the opportunity to prepare and set up the environment as he
desires.

The presenter would need to pay attention the following factors/ equipments:

The Podium: It should be 2-3 Sq. m in area, be at a height of about half a meter, and covered
with a carpet or firm cloth to dampen the sound of footsteps.

The Lectern: Desktop lectern is what mostly available. If the lectern does not have a built in
light, avoid using an extra lamp; The light in the room is sufficient.

Over Head Projector (OHP): Place the projector in the convenient place. If you are losing sheets,
then arrange for a small table to keep them on.
Pointer: There are many varieties available. If you do not have any use a cutout in the shape of
an arrow and place it on your slide to highlight the point you are making.

The Projector Screen: Place the screen at the most appropriate distance from the OHP. Images
should be clear and text legible from across the room.

Microphone: Ideally, it is better to use a codeless microphone than a fixed one. If the group is
small, you may do away with the microphone altogether.

Assistant / Technician: The presence of an individual who can assist the presenter during his
presentation can be a source of encouragement. If something goes wrong, or the presenter
suddenly requires something, the assistant can help.

Seating Order:

Images need to be drawn page 69 communicating with impact

Participants should be as close to the speaker as possible. It is better to spread the group along
the width of the room instead of length. A ‘U’ or ‘V’ shaped seating arrangement is ideal. But
for larger groups and shorter presentations, one could settle for theatre style of seating. If the
presenter intents to divide the audience into formal discussion groups, then he could seat them
into small groups from the very beginning. If the group is small, do remove extra chairs and
place them at the back. Generally, people have a tendency to sit on the last rows to avoid this
have someone direct the participants towards the front rows.

Lighting: If the natural light is insufficient, use artificial light. In such a case, make sure you
familiarize yourself with the controls and switchboards so that you can maneuver on your own.

Extra room: A room close by which presenter and the participants can use for some group
activity or just for a change from the routine of the presentation can be helpful.

Although we communicate mostly through words, it is susprising how little they contribute to
the overall message.Research carried out indicates that the average percxentage contribution
various components to the total communication process showed that we typically rely on
verbal, vocal, and visual parts of communication to the extent shown:

7 per cent verbal (words, content, material, language used, etc)

38 percent vocal (voice, confidence in the voice, pace, modulation, enthusiasm, etc)

55 per cent visual (facial expressions, gestures, posture, eye contact, etc)
One has to learn, therefore, to be aware of not just what one is saying but also how one is
saying it.

HOW:

How to structure the presentation?

What the presenter summarized so memorably is the classical structure of any presentation,
oral or written: Introduction, Body and Conclusion. A good presentation has the right contents
for each of these components. It will have a question-and-answer period after the conclusion
part, which presents both opportunities and challenges.

The major challenge is whether a presenter is capable of controlling what happens. And he may
risk himself encountering some tough or hostile questions, as many things are unpredictable.
Skillful solutions to a tricky question can bring great success to the presentation and even make
up for the previous loss, but similarly, a clumsy handling of an awkward situation may ruin the
presentation, leaving the audience with an impression that the speaker is not fully prepared
even if he really has made careful preparations. Of course, in each part, more elements need to
be taken into account.

Visual Aids:

For a truly powerful and memorable presentation presenter will need to include some form of
visual aid. Presenters who use visual aids are generally perceived as being more professional
and persuasive than those who rely on speech alone.

MS PowerPoint:

The emergence of software like Microsoft's PowerPoint has made pretty painless the process of
producing a business presentation with a slick, polished look. With myriad backgrounds and
foregrounds, fonts and typefaces, bullet styles, graphics, clipart libraries, charts, screen effects,
and more, it is easy to take to produce an attractive presentation. But just as easy-to-use word
processing programs don't turn every user into an effective writer, so too presentation tools
like PowerPoint don't automatically enable presenter to turn out effective, compelling
presentations.

OHP (Overhead Projector):

The OHP has become one of the most widely used visual aids in business presentations. Given
an adequate screen and appropriate seating arrangements it is suitable for almost any size of
audience up to the low hundreds.
Videos:

Videotape technology when used well can add invaluable air to professionalism that would
otherwise be no more than an adequate presentation. It can be used for both formal and
informal meetings, product presentations, training sessions, etc.

Structural Outline of the Presentation:

The following is an outline template for a general presentation such as would be given at a
professional or industry conference.

Introduction

What this presentation is about

Why it's important

Presentation agenda
What you are going to tell them
What they will get out of it
Your credentials for talking about this

Body

1. Background:

Review the issue

Why we are talking about this now
Introduce references, citations for validation, substantiation
Reference appropriate research
2. The Main point:
Introduce your main point in a series of screens and bullets
Add supporting material to back up your point
[add anecdotes, examples, demonstrations]
Invite questions
3. The subsequent points and beyond:
Introduce subsequent points in order of importance
Relate the discussion to your main point and primary message
Add appropriate supporting material for each point
Invite questions following each point
Conclusion:
Summarize your main message and key points
Take any remaining questions
Direct audience members on their next move
Thank the audience
 Obviously, the specific topic, material, and situation will dictate the content and flow of
the presentation. Feel welcome to use this template as a starting point and modify it as you
please.
Introduction:
Why an introduction? What is the purpose of this time wasting formality? These are the
questions we may pose in this section of the presentation.
In fact, the introduction is not a formality. It is a very important and multipurpose
component of any presentation. What a speaker says at the beginning sets the stage for the
entire presentation and initiates his rapport with the audience. A lot needs to be accomplished
during the first few minutes of the presentation, including arousing the audience’s interest,
establishing credibility and rapport with them, preparing the audience for what will follow and
motivating them to listen on.

Body:

The body of the presentation consists of the back ground, the outline, the main points, the
supporting points, the subsequent points and beyond. An outline refers to the way a
presentation is organized. Just as the construction of a house needs a designing drawing, an
effective presentation demands a well-knit outline. The main points are just like the foundation
and beams of the house. The various materials, like the bricks used to reinforce the house, refer
to the supporting data including facts, figures, statistics, etc.. And these help make the main
points more persuasive.

The vital task of the presentation is the sequence of the body part, which helps the audience go
with the flow and keeps them attentive.

Conclusion:

The third major step is concluding the presentation which is as important as the introduction.
Formation of the sentence in this part should be precise and remain in the audience’s mind for
some time. It should be “your best line, your most dramatic point, your most profound thought,
your most memorable bit of information, or your best anecdote”. A speaker should consider
including the following three elements in the part of conclusion: a restatement of the subject, a
summary of the key points developed in the presentation and a positive statement of the
conclusion.
Types of Presentation:

Business presentation can be classified according to different criteria. In terms of purpose,

there are four kinds of business presentations, that is, informative presentation, persuasive
presentation, motivational presentation and goodwill presentation.

According to the style of the presentations, business presentations can be divided into four
kinds: ceremonial presentation, monologue presentation, guided presentation and sales
presentation.
Informative Presentations
Many of the business presentations will be informative, and the purpose of this kind of
presentation is to inform or teach the audience something they don’t know, which includes
announcement of new products, introduction of company’s business, declaration of personnel
transferences, etc. Training sessions in an organization or a company are mainly informative. It
would be boring to just deliver messages or information; therefore, speakers should attach much
importance to the arrangement of the content. Though it centers on the message delivered, this
kind of presentations is still closely related to the audience. Secondary purposes may be to
persuade new employees to follow organizational procedures and regulations, rather than doing
something in their own ways, and to help them appreciate the organizational culture so as to
build a strong and united team.
Persuasive Presentations
Persuasive presentations are aimed at persuading the audience to act on certain rules or
altering others’ viewpoints and attitudes so as to get the conformity of opinions. If one is involved
in marketing or sales position, he will need to do persuasive presentations often. A typical
persuasive presentation presents sound evidence and reasoning and adds information about
how receivers should feel toward that evidence and reasoning. Meanwhile, the presenter must
build goodwill by appearing to be credible and sympathetic to the audience’s needs.
The specific goal in a persuasive presentation is either to obtain a favorable vote or decision,
change behavior or attitudes or to reinforce existing attitudes.
 Motivational Presentations
Motivational presentations tend to be more specialized. Many companies bring in outside
speakers who specialize in motivational speaking. The purpose of motivational presentations is
to encourage people to achieve a goal in a certain period of time. A goal is set first and the speaker
provides reasons and measures to reach the goal, gives support to inspire and motivate the
audience to act. For example, a sales manager may motivate the sales force to increase sales
volume by 10 percent the next month.
Goodwill Presentations
Goodwill presentations are to entertain and validate the audience. These are perhaps the
rarest in the business world, and are usually limited to after-dinner speeches and to speeches at
conventions. Presentations at sales meetings may be designed to stroke the audience’s egos and
to validate their commitment to organizational goals.

Ceremonial Presentations

Ceremonial presentations refer to various speeches presented on occasions of celebrations,

ceremonies, parties or funerals. The purpose of such kind of presentations is to welcome,
celebrate, encourage or mourn. The principal goal, of course, is to enhance the good relationship
and get familiar with each other. As they are the kind of communication focusing on human
relationship, special attention should be paid to the ambience and the expressing methods of the
presentations.
Monologue Presentations
In a monologue presentation, the speaker functions as an expert. He speaks without any
interruption during the presentation and questions are usually asked after the presentation ends.
Such a presentation is most common in class situations, such as presenting training programs for
new employees. However, it is usually dull and boring for the audience. Since the audience is
relatively uninvolved, good delivery skills are crucial.
Guided Presentations
Unlike a speaker who serves as an expert with all the answers, a speaker in a guided
presentation serves as a facilitator to help the audience tap its own knowledge. This kind of
presentations usually takes the form of discussion. The speaker presents the questions or issues
that both the speaker and the audience have agreed on in advance. Guided presentations need
more time than monologue presentations, but produce more audience responses, and more
commitment to the result. Therefore, it might be a better way to present material and help an
audience find a solution it can “buy into”.
Sales Presentations
A sales presentation is a kind of conversation, even if the sales person stands up in front of
a group of audience and uses charts. The sales representative uses questions to determine the
buyer’s needs, probe objections, and gain temporary and then final commitment to the purchase.
Conclusion:
In the rapidly changing environment of business communications, formal business
presentations are becoming an indispensable and important part in the business life. To compete
under such circumstances, business people need to make effective business presentations.
Effective presentations can be achieved with appropriate application of these techniques no
matter how frightened one will become before a group of audience.
In addition, with the rapid development of science and technology, several trends in modern
business presentation are becoming increasingly apparent. Awareness of these tendencies can
help to make business presentations more successfully. A presenter should, above all, be aware
of the features of good presentations. With appropriate content and vocabulary, a good
presentation is brief, well sequenced, and delivered in a lively manner.
In conclusion, our conventional business presentations have been influenced to a certain
extent by some new trends. However, good business presentations, in essence, still conform to
the techniques which we have discussed. It is, of course, open to criticism.