Pulling off a successful client presentation is not an easy job. You need to get multiple elements right—messaging, brand position, client’s needs, your service/product, and the value you bring to the table.
That said, you can still come up with a stunning presentation that converts if you stick to the basics of presentation. For instance, you need to put the client's needs first, answer the most burning questions, and solve their biggest pains.
In this article, we cover 7 crucial pointers to bear in mind while approaching client presentations. Let’s get started:
7 essentials to remember before preparing client presentations
1/ Do timely research
The first question you have to address when making a client presentation is, who is it for?
In other words, you should have a profound understanding of your ideal client. Once you have it, you can go into a room with them and discuss your business, and how you can solve their problems.
Some of the basics you should cover include-
- Which industry do they operate in?
- What are their business goals?
- What are their major roadblocks?
- What product/service can help them?
Do a thorough check—find out what they do, where they hangout, and collect as many details. It will help you create messaging that resonates with the client. Understand their company size and how they intend to scale—so that you can sharpen your final offer accordingly.
Your final goal should be to:
- Ask the right questions
- Address the client’s pain points
- Introduce your brand as the answer to their worries
2/ Take care of the small details
Your clients are busy people, so respect their time by presenting and asking just what is needed. To pinpoint that, you have to do some prior preparations.
First and foremost is the presentation itself. The worst thing you would want is a malfunctioning presentation that stops midway. So make sure you do multiple rounds of tech checkup. Run it on your laptop and projector and double check everything from start to end.
Practice your pitch so well that the presentation becomes second nature—removing any chance of error.
Your client has many other things going on so you want to keep it short and concise. Be sure to reach before time to give you enough breathing space to do some last minute preparation.
These are the most basic pointers that you should remember to do at any cost. It could be the difference between an impressive presentation and a flat one.
3/ Use visual storytelling to your advantage
During client presentations, visual storytelling is your best friend. Visuals grab the audience's attention, remove boredom, and break monotony of text—by making data easy to chew.
That’s not all. During a survey of 200+ brands by SEMRush, 74% recommended adding visual elements to help clients understand better.
Add images, graphs, charts, and infographics to explain data in a chunk of text or a spreadsheet. In other words, show not tell.
4/ Create a marketing funnel
The aim of your presentation is to move the needle forward—to make the client take the next step. This could mean signing a contract or scheduling a meeting with you. So it makes sense to convert your presentation into a marketing funnel.
However, bear in mind never to hard sell or push too much, and you’ll risk losing your audience midway. Aim for a middle ground where you can tell your story in a compelling way and keep your clients focussed.
Hook the audience with dramatic elements and introduce the presentation to your client. Get into the most relevant details in the middle and sprinkle visual elements throughout. Finally, use a strong call-to-action which clearly defines the next steps for the client.
In this example, the clients are hooked by this beginning. They keep the audience engaged as the slides progress.
5/ Make it a dialogue, not a monologue!
Don’t forget that the client presentation is an opportunity for both parties to interact with each other. So keep all doors open and collect feedback whenever you can. Conversations with the client could prove priceless. One of the most effective ways to do that is to ask clients for feedback.
Feedback tells you if your presentation hit the right chords or not. You can frame your questions around the following:
- Do you have queries/doubts about what we presented?
- Do you see how our services solve your problems?
- Do you think we can take the next steps and work as a team?
Even if your client gives negative feedback, always take it in a positive sense. They may even ask deeper questions about financial models, project management, and so on. Make sure you give them satisfactory answers.
Be clear about your values, and show clients that you're always approachable and ready for a collaboration.
6/ Mention next steps clearly
One mistake many presentations make is to leave the audience in unfamiliar waters. They don’t know what to do next, where to go next, what the next steps are.
Don’t make this mistake. Don’t leave the meeting abruptly. Give your client a deadline, or a cue on how the potential deal can move forward.
If the session goes well and the client is interested, make sure you mention your contact email for an easy approach. If they contact you, have systems in place to send over a contract on time. This makes life easy for you and the client alike.
7/ Preparation is the key
Although cliche, it goes without saying that practice makes perfect. Having your act together takes effort and practice—so that your mind and words work in sync with each other. The more you practice, the less your chances of making a mistake. Speak out loud and practice in front of the mirror as much as needed.
Pay attention to your voice so that you stay audible throughout.
Also be mindful from the start about the goal of your presentation. Remember, it’s not about you, your company or your product; it’s about your client and their pains, it’s about the solution you’re offering. When you have this mindset, your client presentation is sure to tick the right boxes and stay interesting for the listeners.
Now you know the most vital things to remember while making a client presentation. Keep these in mind before you sit down to work on a presentation and you’ll definitely do well. We, at INK PPT, strictly follow these rules while crafting presentations for clients. If you want help to prepare client presentations, don’t hesitate to reach out, we’re here to help you out. Head over to our presentation services to see the various services we offer.