Mastering the Art of Oral Presentations

Proven techniques to win over any audience and make any sale

Mastering the Art of Oral Presentations is your expert guide to delivering memorable and effective speeches and presentations. Whether selling a product, offering a service, or bidding for a contract, your oral presentation skills can often determine success or failure. This invaluable resource delivers real-world advice and proven strategies to elevate your game and close the deal. Comprehensive coverage of preparation procedures, delivery techniques, and presentation strategies provide you with the tools and knowledge to motivate and persuade your audience. Emphasizing real-world versatility, this unique book delivers methods equally effective to both individual and team presentations.

Drawing from decades of experience, authors John Parker Stewart and Don Fulop offer keen insight into the process of winning over an audience. From topics ranging from rhetorical devices and visual cues to body language and stage presence, this expert guide will help convey a take-home message that resonates and endures long after your presentation has concluded. A must-have resource for government contractors, sales and marketing professionals, and anyone seeking to raise the level of their oral presentation skills, this book will help you:

• Develop winning approaches to oral presentations regardless of experience or skill level
• Build the confidence to present your ideas to individuals, teams, and large audiences
• Incorporate your personal and professional lives into your communication strategies
• Create and deliver messages that will win the hearts and minds of any audience

Mastering the Art of Oral Presentations: Winning Orals, Speeches, and Stand-Up Presentations is an indispensable tool for those who speak to influence, to promote, and to sell—aiding you in making positive and lasting impressions on potential customers, team members, and decision makers.

Foreword xix

Introduction An Absolute Will to Win Is Essential for Success xxi

Government Orals — What They Are, How They Originated, Why They Are So Important, and the Requirements the Government Must Follow When They Are Used xxiii

Customer’s Objectives xxv

Your Team and Your Team’s Objectives xxvi

Orals Coach or Speech Coach? xxviii

Chapter 1 Preparation: Preparation Is the Foundation of Success 1

Customer Intelligence 2

Evaluation Criteria 7

Team Strengths and Weaknesses 8

Competitor Strengths/Weaknesses 10

Presentation Win Strategy 13

Value Proposition 17

Win Themes and Discriminators 18

Getting to Blue! 24

Chapter 2 Secrets of Successful Presenters: An Audience Quickly Forgets the Ordinary—Don’t Be Ordinary! 27

Let Your “Self ” Shine Through 28

The Power of Personal Stories 29

Converse Rather Than Lecture 31

Teach the Customer Something They Don’t Already Know 32

Include Something Astounding 34

Keep It Short, Sweet, and Direct 36

Chapter 3 Presentation and Messaging Preparation: Key Elements to Increase Your Win Probability 39

Select Content 40

Prepare Content for Delivery 46

Effective Graphics and Visuals—There Will Not Be a Second Opportunity to Create a Great First Impression 47

Effective Dialogue and Manuscript—The Key Part of Messaging Is Delivery 55

Refining Your Message—Improvements to Increase Your Win Probability 65

Review the Power of Your Language—What You Say and How You Say It Are Equally Important 68

Make Your Content Work for You—Achieve the Most Value with Limited Time and Resources 69

Highlighting Strengths and Mitigating Weaknesses— All Companies Have Them, so Know Yours! 70

Using Content and Delivery to Connect 73

Incumbent Tips 74

Chapter 4 Rehearse: The Delivery — Part Interview, Part Stage Show 79

Appearance 81

Verbal Delivery Tips 83

Nonverbal Delivery Tips 88

Effective Use of Your Hands 90

Effective Use of Your Face 96

Effective Use of Your Body: Posture and Gesture 96

Connect with the Audience Emotionally and Psychologically 99

Engaging — General Delivery Tips 107

Using Props and Visuals 111

Practice, Practice, Practice 112

Dry Run Your Presentations 114

Informal Dry Run 114

Formal Dry Run 114

Create a Mock-Up Presentation Room 117

Prepare for Common and Uncommon Events 118

Question and Answer Sessions 122

Sample Questions Your Customer May Ask You 127

Chapter 5 Formal Presentation Day: Demonstrate Your Competence, Credibility, Confidence and Commitment 131

Dealing with Nervousness and Distractions 132

Delivery Distractions 135

Guidelines for Interacting with the Customer 136

Formal Presentation Day Emergency Kit 137

Essential Backup Equipment to Take with You 138

Final Preparations 138

The After-Presentation Action Review 139

Celebrate! 140

Chapter 6 Real-Time Demonstrations–A Truly Special Experience!: Live Demonstrations Present New Challenges and Opportunities to Crush Your Competition 141

Understanding the Demo Requirements 142

When Demonstration Requirements Are Clear 142

When Demonstration Requirements Are Not Specified 143

Simple and Complex Demos — Either Way, Make Sure They “Get It”! 145

Getting from Good to Great with Deeper Insights — Discriminators, Risks, and Hot Buttons 146

The Demo Project Plan and Project Manager 146

Teammate, Subcontractor, Vendor, and Supplier Support 147

Visuals 148

Planning for Success 149

How to Handle an Issue or Problem 149

Before Going Live — Holistic Review, Integration, and Rehearsal 151

Celebrate Success! 152

Chapter 7 Sample Charts 153

Overall Approach, Win Theme, and Discriminators Chart 156

Organizational Chart 157

Impact and Special Messages Chart 158

Build-Up 159

Text-Intensive Charts 160

Mixing Key Words and Graphics 161

Sample Chart—Features and Benefits 162

Risks Chart 163

Financial and Statistical Charts 164

Tables 165

Technical Illustrations and Drawings 166

Appendix Federal Acquisition Regulation (FAR) 15.102 Oral Presentations 167

Acknowledgments 171

About the Authors 173

Index 177

JOHN PARKER STEWART is the founder and CEO of Stewart Leadership, which he started in 1980. He is globally recognized as a leadership coach, consultant, educator, speaker, orals/speech coach, and team performance specialist. John has coached and trained tens of thousands of leaders worldwide.

DON FULOP is a senior executive who has worked in aerospace and defense his entire career. During his career with the world's largest defense contractor, he led teams that won billions of dollars in new business.

Become the kind of speaker who gives a powerful speech or presentation that is convincing, engaging, and leaves your audience with a credible and memorable message. Mastering the Art of Oral Presentations focuses on selling products and services of all types and includes proven techniques that can be applied to a wide range of customers and in a variety of circumstances. The book debunks common myths about oral presentations and is filled with the suggestions, ideas, and strategies that are needed to create and deliver a presentation that is insightful and compelling.

Based on years of successful, real-world experience and valuable lessons learned, the book contains templates that will help you develop and polish your presentation. No matter if you have the stage to yourself or are giving a team presentation, Mastering the Art of Oral Presentations offers the detailed information needed to win over your audience.

A successful presentation can convince your potential customers that you alone are qualified to satisfy their needs. With Mastering the Art of Oral Presentations as your guide, you will learn how to keep light years ahead of the competition by honing your presentation to be easily understood and unforgettable. As a master speaker, your presentation will emphasize your product or service's unique value and clearly show how it fulfills your customer's requirements and needs.

Mastering the Art of Oral Presentations is an essential resource for government contractors, sales and marketing professionals, and anyone who wants to develop the skills to give compelling oral presentations. The book offers a guide to:

• Developing winning approaches to oral presentations for both the novice and the experienced presenter
• Building the confidence to present your ideas to individuals, teams, and large audiences
• Designing and conducting stunning real-time customer demonstrations
• Creating and delivering messages that will win the hearts and minds of any audience

Mastering the Art of Oral Presentations is the hands-on guide for planning, developing, and delivering your special message that will convince potential customers, influence people, and ultimately get the thumbs up from the decision makers.

PRAISE FOR

MASTERING THE ART OF ORAL PRESENTATIONS

"If you are a professional who has to win a proposal or impress a prospective client, this book is a must-read for you and your team."
—Mike Thomas, Former President, Lockheed Martin

"Fulop and Stewart truly stand up and deliver. They lift the veil and reveal what magicians rarely, if ever, share: their real secrets. They have been there and done that—skillfully, gracefully, and seemingly effortlessly—delivering uncommon results."
—Dr. Lani Kass, Senior Vice President and Corporate Strategic Advisor, CACI International Inc.; Former Senior Policy Advisor to the Chairman of the Joint Chiefs of Staff; Former Special Assistant to the Chief; USAF Former Professor of Military Strategy, National War College

"Facing an oral presentation is much feared but is an increasingly critical aspect of winning business. Rest assured the winning organization will have thoroughly studied this invaluable resource."
—Colonel James C. Adamson, US Army, Ret.; NASA Astronaut; Former President, Lockheed Martin; Former CEO, Allied Signal/Honeywell

Mastering the Art of Oral Presentations is your hands-on guide for creating and delivering presentations that have the punch and credibility that can convince your listeners that you have the product or service they need. No matter if you are presenting to a single individual or an auditorium filled to capacity, this book gives you the suggestions and information needed to help you plan, develop, and present a dynamic presentation.

The book contains the time-tested suggestions for pitching your message to government agencies, private companies, and key decision makers. The authors explain what it takes to create conversational presentations that are head and shoulders above the competition because they incorporate compelling personal stories. They also discuss how to refine your message, highlight your product or service's strengths, and use effective graphics and visuals.

Mastering the Art of Oral Presentations gives solid advice for delivering a presentation that will engage your audience, instill confidence, and ultimately win them over.