Без лишних предисловий поговорим о базовых правилах презентации.
Два часто встречающихся варианта презентации:
- Вы делаете презентацию VIP персоне. Тут нужно учитывать правило – чем больше ВИПости, тем меньше у вас секунд на общение. Пускай не расслабляют 15 или 20 выделенных минут.Решение он примет значительно раньше. С учетом того, что вас подвели к нему во время кофе брейка или рабочего перерыва – за 3-4 минуты! Во-первых, — у него на это время свои планы. Во-вторых, — ваши сокровенные мысли и логика аргументов, вероятно, воспринималась им уже неоднократно. Поэтому не нужно готовить цепочку аргументов, состоящую из классического их количества – трех. До самого сильного из них презентация может не дойти. Нужен один рабочий ВЕСОМЫЙ аргумент, который называется таковым именно потому, что пробивает самых сложных клиентов в ходе презентации. У этого аргумента есть свои правила и своя жизнь. А живет он, как правило, только на устах менеджеров, проводящих профессиональные презентации. Об этих правилах — в ходе персонального обучения, а пока зафиксируем – при общении с ВИП клиентом у вас есть всего-лишь несколько активных секунд!
- Второй вид презентации – общение с экспертами, которые для вас реально уделили 20 минут времени, отложили все свои дела и зашли в аудиторию. У такой презентации могут быть несколько вариантов. Вот, к примеру, — один из алгоритмов ее подачи:
а) первое базовое правило презентации — хорошо продуманная мотивационная часть:
— есть системная проблема,
— ее параметры,
— судя по прецедентам, бездействие в отношении к ней чревато следующими последствиями…
б) практика решения проблемы участниками рынка…
в) ваш вариант:
— в чем уникальность,
— три аргумента в пользу эффективности,
— объективно на какой результат выводит — решает на 100%, на 80 и т.д. Если не на сто, то не лукавьте, а скажите объективно. Это вызовет уважение и доверие к материалам презентации и к вам.
— подключите визави к идее достичь результат на 100% через совместные скоординированные действия,
г) еще одно базовое правило презентации — в завершении подключите яркие эмоциональные демонстрационные материалы:
— большие, красочные фотографии,
— видео, наполненное эмоциональным контентом,
— «вещ.доки» ваших предыдущих эффективных решений.
И не забудьте, что накануне презентации должна быть проведена активная тренировка с целью доведения ее контента и методики до абсолютного совершенства.
Успехов всем!
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