In complex B2B sales, presentations playing a key role in the sales process. If as a lead generator in form of a webinar, as intro for product workshops, or technical deep dives. No matter what kind of presentation you need to perform, the basic facts why people are engaged with the presentation are the same. The following 6 steps helping you to make existing presentations much better, to prepare a new presentation from scratch, keep your timing , transfer your message and making you stand out from others.

1. ©GunnarSchröder2017
Hope You got
Some Inspiration
Need More ?
information, consultancy, seminars
please contact me at
Gunnar Schröder
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Accelerate Your
Sales Performance
6 Steps
to make your audience
listen to your presentation
by Gunnar Schröder
©GunnarSchröder2017

2. 6 Steps
to make your audience listen to
your presentation and making
you stand out from others.
In complex B2B sales, presentations playing a key
role in the sales process. If as a lead generator in
form of a webinar, as intro for product workshops,
or technical deep dives.
No matter what kind of presentation you need to
perform, the basic facts why people are engaged
with the presentation are the same. The following 6
steps helping you to make existing presentations
much better, to prepare a new presentation from
scratch, keep your timing , transfer your message
and making you stand out from others.
Gunnar Schröder , March 2017
Accelerate Your
Sales Performance
©GunnarSchröder2017

3. ©GunnarSchröder2017
Content
6 Steps to make your audience listen to
your presentation and making You stand
out from others.
Step 1 - Be clear
what you want to achieve
Step 2 - Know
your audience
Step 3 - Brain storm
content ideas
Step 4 - Collect
presentation ideas
Step 5 - Draw up
your story
Step 6 - Test
your story
Accelerate Your
Sales Performance

4. ©GunnarSchröder2017
Step 1
Be clear
what you want to achieve

5. ©GunnarSchröder2017©GunnarSchröder2017
Beclearwhatyouwanttoachieve
Be clear
what you want to achieve
This is the most important thing which
obviously most bad and boring
presentations are lacking. They have
no clear purpose no clear
message and no clear used case.

6. ©GunnarSchröder2017
Beclearwhatyouwanttoachieve
A good target answers the
following questions :
What do I want to achieve by
doing a presentation ?
What is the key message the
audience should remember ?
What emotional /behavioral change
of the audience I want to foster with
my presentation ?
Why would the audience listen / What
is the benefit for them ?

7. ©GunnarSchröder2017©GunnarSchröder2017
Beclearwhatyouwanttoachieve
How important are my
targets really ?
Put your targets into a ranking order.
Separate primary and secondary
targets.

8. ©GunnarSchröder2017
Step 2
Know
your audience

9. ©GunnarSchröder2017©GunnarSchröder2017
Knowyouraudience
Be clear to whom you are
talking to
Create personas which will most
likely cover your target audience by
answering the following questions. A
CEO most likely will have different
needs than a production engineer.
If you can - ask them rather than
to assume what they think.

10. ©GunnarSchröder2017
Step 3
Brain storm
content ideas

11. ©GunnarSchröder2017©GunnarSchröder2017
Brainstormcontentideas
Content Ideas
What information /stories / questions
helps you to achieve your target and
helps your audience to achieve
theirs.
Make the answers you created in Step
1 to your vertical headlines and your
personas from step 2 to the horizontal
headlines. Start with most important
target and persona.

12. ©GunnarSchröder2017
Step 4
Collect
presentation ideas

13. ©GunnarSchröder2017©GunnarSchröder2017
Collectpresentationideas
There are 1000 ways to
transfer a message
Written Text is usually the least
effective method.
Please refer to the following list of
potential items which are far more
effective than text.
Classics Interactive
Images
Graphics
Graphs
Tables
Videos
Musik/Sounds
Live painting on
Flipchart
Hands-on
Workshop
Quiz
Moderated interview
Role play
Audience polls
Augmented Reality

14. Step 5
Draw up
Your story
©GunnarSchröder2017

15. DrawupYourstory
o You have now all ingredients
o You have the priorities
o You have ideas how to present
 now make it a story
©GunnarSchröder2017

16. ©GunnarSchröder2017©GunnarSchröder2017
DrawupYourstory
Start with something that
gives the audience a
personal reason to listen
o That could be a problem they
have which you promise to
solve
o That could be any shocking
news about a fact/problem
they had not been aware of
o That could be a very authentic
real story which makes people
curious /gets people emotionally
involved.
End with something that
comes back to your
starting point - close the
circle.

17. ©GunnarSchröder2017
Step 6
Test
your story

18. ©GunnarSchröder2017©GunnarSchröder2017
Testyourstory
Length of the
presentation
o As a rough guideline you should
estimate at least 3 min /
slide. If you have more slides,
you need to cut the
presentation down.
o For any interaction with the
audience make a role play to
get a more precise time
estimate. Often this takes
much more time than you
would estimate.

19. ©GunnarSchröder2017
Testyourstory
How to cut down your
content
o Use your content table from Step 3
and cut down the lower priorities.
o Only keep the content ideas which
have the biggest impact to the
achievement of your targets.
o Ask yourself : what content
would I present if I have only
10 minutes ?
©GunnarSchröder2017

20. ©GunnarSchröder2017©GunnarSchröder2017
Testyourstory
More check points
Does your presentation…
o raise unnecessary questions, is
the content really clear ?
o is the presentation entertaining?
o makes the audience learn
something new ?
o makes the audience listening ?
o involves the audience ?
o touches emotions ?
o surprises the audience ?
o makes the audience excited ?

21. Hope You got
some Inspiration
Want to
know More ?
Information, Consultancy, Seminars
Please contact me at:
Gunnar Schröder
+41 76 748 34 93
Gunnar.Schroeder@bluewin.ch
©GunnarSchröder2017