OSRAM – The Five Components of an Effective Presentation – Part 1 of 5 – The Objective

How do you give an Effective Presentation? What makes the difference between an average presentation and an effective presentation? This is Part 1 of 5 in a series of articles.

There are five main components of an effective business presentation. The acronym OSRAM should help you to remember them and help you to light up your audience. The five components are:

  • The Objective
  • The Speaker
  • The Room
  • The Audience
  • The Message

You should consider each of these components in turn to maximize the effectiveness of your presentation. Neglecting any individual component can ruin an otherwise successful presentation. Put them together correctly and you will turn on a light in people’s heads; brighten up their lives; get your audience to see and understand things, about which they were previously in the dark.

This series of articles looks at each of these components in turn and discover what needs to be done to ensure the success of that component.

The Objective

What do you want the audience to do as a result of your presentation?

To create an effective presentation the first thing you need to decide is what the objective of the presentation is. Sounds simple, doesn’t it?

But there may be more to that simple statement than you first perceive. You could say that for a product presentation the objective is for the audience to learn about the product, but that would be a very poor objective, as there is no action associated with it and no way of measuring how successfully it has been accomplished. The question you should ask yourself is ‘Okay, after my presentation they will know more about our product, but what do I want them to do next?’.

If your answer is ‘I want them to buy it’ then maybe you have gone to the other extreme. This objective may be fine if you work on a market stall and sell a vegetable chopper that cuts, slices and dices everything from tomatoes to pineapples. In that case, it may be realistic that after you have presented how easy it is to use and what a lovely job it makes, some people will want to buy one. For a market stall presentation, “selling the product” is a very good and plausible objective, which is measured by the thickness of your wallet at the end of the day.

However, for most business-to-business sales, it is unlikely that the presentation will lead directly to the sale. The sale may happen months later by which time you will have forgotten how well the presentation went.

So what is your objective? And how can you measure your success? The best objectives are SMART objectives.

SMART stands for:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely

In the above examples objectives “getting the audience to know more about my products” is not easily measurable or very specific, and buying the product is not very timely.

A reasonable objective, when the presentation is the first real contact that members of the audience have had with your company, may be for 40% to arrange follow up meetings with your sales force.

When you are presenting at a conference on a subject, in which your company specializes, you may measure the success by the number of people who come up to talk to you after you have finished. You can set yourself a target of say 10 people. If only two people want to talk to you afterward, then it may be because your presentation did not stir up enough interest. If over 20 people come to talk you, you will have exceeded your expectations.

As every presentation has an objective it is important that the presentation concludes with a call to action that informs, encourages and directs people to meet your objective. If you want them to arrange a meeting with your sales force, you need to tell them to arrange that meeting and make it as easy as possible for them to do it. Consider having the sales force join you after the presentation so they can talk to their prospective clients, there and then.

With an objective of having people to talk with you after a conference presentation, you need to tell the audience where you will be and that you would welcome the opportunity to discuss any aspect of the subject in more depth, on an individual basis, or answer any more specific questions that your presentation has raised in their minds.

As you can see, by objective, what I am really talking about is what action you want the delegates to take following the presentation.

Of course, yours is not the only objective you need to consider. What are the audience’s objectives likely to be? What do they want to get from your presentation? Understanding your audience and their objectives is the key to an effective presentation and is discussed in the section entitled ‘The Audience’.

Your OSRAM objective should be SMART and remember to use a call to action at the end of you presentation to reinforce your objective.

Hey Good Looking – Are You a Presenter?

When we deliver a presentation, we need to make the best use of all of the tools that we have at our disposal. These tools include things such as hand gestures, using pauses, and vocal variety. All too often we forget that we have one more tool for us to use: our personal style.

Life is busy and all too often too many of us just don’t take the time to look our best when we venture out into public. The reasons for this are many – we don’t expect to meet anyone that we know, we don’t think that we’re going to be out for long, or maybe we just don’t care.

It turns out that this kind of thinking opens all sorts of doors for us as presenters. If we take the time to look our best then we’ll end up being the best looking person in the room. What this means is that everyone will be looking at us. If they are already looking at us, then we’ve got half of our task taken care of!

Carmine Gallo is a communications coach who has spent a lot of time thinking about this topic. Here are some of his suggestions that will help you use this tool to it’s fullest extent:

  • Keep The Bling To A Minimum: Over time we all build up a collection of accessories. Women have a collection of flashy necklaces and too-big earrings. Men have (also) too flashy necklaces, tie holders, bracelets, etc. Remember that accessories are designed to add value to your look – not to distract from the overall package. The rule is to keep it simple and suitable for your outfit.
  • Get Some Culture: This should be something that your research for any presentation reveals to you. A suit is always appropriate – except when it’s not. Make sure that you dress in a way that matches the event or the culture of your audience. Have your dress match the expectations of your audience.
  • Smile For The Camera: As long as you are going to the effort of getting all gussied up for your big presentation, take the time to make sure that all of the photographs that are taken of you show how good you look. We can never have enough photos of ourselves when we are looking our bests. Find a professional photographer and get a formal picture taken of yourself – this will be invaluable to you later on.

All too often we end up spending all of our time researching what we want to say, how we want to say it, and what we want our audience to be motivated to do once we are done talking.

If we take the time to plan out how we are going to look for our next presentation then we’ll be ahead of the game before we even show up. Sometimes just taking the time to look at ourselves in the mirror before we head out the door can do wonders for making our presentation that more effective…!

The Perfect Holiday Present – Wine Country Gift Baskets

You will seldom find gifts more exquisite and impressive than beautifully prepared wine country gift baskets. Be it your neighbors, clients, or your partner’s parents-these gift baskets are sure to solicit genuine warmth and appreciation for your efforts and thoughtfulness.

How often do you get to talk to your neighbors? If you’re not that close but still would like to reach out to them, California wine gift baskets will ensure you are clearly remembered and noted by the family. You can choose a few bottles of the red and white variety and set them in a unique and hand painted wine box. Line these boxes with velvet or checkered red fabric as an inexpensive way to add a touch of class to the whole gift.

If you are in the business of making important acquaintances then these gift baskets will prove to be your best money making strategy. A lot of people do not realize the importance of giving the lovely and well thought out gift. Clients and important accounts need to be impressed with your performance but sometimes all they get is a general impression of your work excellence. Give them a little push in the positive direction with the perfect selection of wine and cheese baskets.

Make no mistake, these wine and cheese baskets will go a long way in securing a much elusive business contact. Let’s not forget your boss also. While the clients supply the much needed funding of any business-presidents and managers have the power to directly affect your career. It’s not a matter of bribery or dishonesty; it is simply presenting yourself as the best candidate for the job by making sure you give the best in every aspect of your work, including gifts. Alright, maybe it’s a little bit of apple polishing; but mostly it’s making sure you stand out from everybody else.

How about the family of your significant other? You will need them on your side should you ever decide to take the next serious step in your relationship– giving them beautiful California wine gift baskets will make certain you are on the right track.

If you are not all that familiar with wine selection, it is always a good idea to go for one red and one white wine. If you have to go for one, choose a Chardonnay or a Cabernet Sauvignon. Ask the seller for his input but always make some personal research beforehand.

Choose a carefully crafted wine wicker basket they can reuse after, or a dark wood (synthetic, stained wood is fine) for a classic and graceful look. If it seems appropriate and will fit well in the container, include some pretty glass jars of nuts and dried fruits and nuts to the gift.

Stand out from the norm of giving wine as a generic, thoughtless gift to groups of people. Take care in the presentation and put in a handwritten note of sincere well wishes to the recipient. With charming wine country gift baskets you won’t need to do much more-simple elegance will be the standard of your association.