by Joseph Sommerville, Ph.D.

In challenging economic times, buyers look for value. The more you provide, the more likely you are to become the provider of choice. Presentations offer you excellent opportunities to provide that value at different stages of the business development cycle. Here are five ways to create more value in your presentations.

1. Solve a problem instead of peddling programs. People know when they’re being
   sold to and it makes them uncomfortable. Prospects invest their time in attending or
   listening to a presentation because they believe it will benefit them in some way. They
   don’t attend to hear a thinly veiled sales presentation. Violating those expectations by
   promising one thing and delivering another constitutes a “bait and switch” that quickly
   turns prospects off. Prove to them they’ve made a wise investment by making your
   focus education instead, and you’ll find a more receptive audience. When you can solve
   a problem or remove some pain, you’re positioned as a resource instead of a vendor.
   The problem you address should resonate with the audience’s experience. That means
   some analysis as you prepare the presentation. What are some of the questions your
   target market asks most often? What are the three biggest challenges they regularly
   face in their businesses? What are the top mistakes people in similar situations make?
2. Provide value-based marketing materials. The typical presenter hands out
   colorful brochures, slick flyers and glossy postcards about himself and the services he
   offers. These provide no value to the audience. Even when taken, out of courtesy,
   they’re usually quickly disposed of. Instead, distribute white papers, special reports,
   checklists and tips booklets. These serve as resources the audience will use and keep.
   They also provide top of mind awareness after the presentation. One of the pieces I
   circulate includes a four-page resource guide on creating and using visuals. It contains a
   step-by-step guide to creating effective visuals, examples of different types of charts and
   an article on how to avoid the most common errors with PowerPoint presentations.
   I’ve seen it in client’s offices five years after they received it.
3. Get your presentation accredited to count for continuing education units.
   Many professional organizations require continuing education to maintain professional
   designations. Partner with one of them to develop a presentation or course that meets
   these requirements. It provides value to the members of the organization and increases
   your demand as a speaker. Conduct some research to determine which courses are
   mandatory and which are electives. Focus on the former so your course development efforts provide information people must have. Since most organizations require a
   certain number of professional education hours annually, you can develop ongoing
   repeat business.
4. Offer a complimentary initial consultation for attendees. If people aren’t quite
   willing you hire you yet, but will take the next step, an initial consultation can serve
   several useful purposes. First, it’s an added benefit from attending the presentation.
   You’ll be giving audience members another reason to see they’re getting a good return
   on their investment of time. Second, it provides an opportunity for each of you to
   explore the other’s approach, working style and personality. You can probably
   determine in that initial conversation whether you can work together productively.
   Third, it gives prospects the opportunity to “try before they buy.” It can increase their
   comfort level in hiring you and move them further along the sales process. Limit the
   offer to the first ten to respond. That way you can set boundaries for yourself and
   increase the sense of urgency. Don’t worry about “giving too much away.” Prospects
   will recognize your generosity and you’ll build a relationship of trust.
5. Partner with non-competing professionals that serve your target market to
   create an educational seminar. For example, an attorney and an accountant might
   co-produce a seminar for small business owners on “10 Strategies To Collect Accounts
   Receivable in Tough Economic Times.” A business broker and a banker might organize
   a seminar on “5 Essentials You Must Know Before You Buy a Business.” Such
   cooperation allows you to share expenses, combine the power of your individual lists
   and leverage different perspectives on the same topic. You’ll need to agree on the
   desired outcomes and make sure the project is mutually beneficial.

You’ll have to invest some time to incorporate these benefits into your presentations. It will
require some thoughtful audience analysis, creativity in designing materials and determined
follow-through with accrediting agencies and partners. But the return on that investment can
be significant. When you add value to your presentations, you pull business in, rather than
pushing it on, prospects.