How does a company presentation become an exciting and effective short presentation with guaranteed success?
Me, me, me or us, we, we… Far too often the companies themselves are at the forefront of company presentations. But if you only talk about yourself, you don’t hear anything from the other person. And that is fatal in a company presentation – especially with potential new customers. Because these have nothing of a self-congratulation of the enterprises and also their past successes are only marginally interesting. They rather want to be inspired, carried along and inspired by a company. And that is only possible if the company presentation goes beyond the mere communication of figures, facts and data.
The structure of the company presentation is decisive
In order to inspire an audience for the own offers and services, the company presentation structure is crucial. This must be absolutely target group-fair. For example, it makes a difference whether the presentation is aimed at a potential new customer or a supplier. Therefore, it makes sense to have separate templates available for different target groups. These will then be adapted by the company office giving the presentation.
Special requirements have to be met. A company presentation should be clear and easy to understand. This means, among other things, that long text blocks must be dispensed with. Correct grammar and spelling should be a matter of course. The number of slides can vary from presentation to presentation. However, the rule should always apply: Less is more.
The Storytelling – skilful introduction and red thread
Already the first three minutes are decisive for the success or failure of a presentation. Those who inundate their audience with information and figures quickly lose their attention. As important as such background information is, it has little entertainment value. So when you start your presentation, it’s better to opt for storytelling. This arouses interest, creates motivation and maintains concentration.
Your target group will be particularly interested in the goals, visions and plans your company pursues. What passion drives you and your employees and how do you want to make the world a better place? When your audience understands what you’re burning for and what makes your company so unique, the spark is easily ignited and they’ll love you. Storytelling also offers the opportunity to refer to it again and again during the presentation. So you have a red thread in your hand and don’t lose yourself in trivialities.
The contents – as much as necessary, as little as possible
Trust your audience to research data and facts about your company on their own. The best way to do this is to make all relevant information easily available on your website. Of course, a presentation does not get by without numbers and information. However, a healthy measure should be found here. In general, the rule applies: more than on the business card, less than on the website.
The important information for a presentation includes the year of foundation, the number of employees and the scope of the offer. In addition, the business volume and the number of branch offices can be mentioned if required. Be sure to tailor such information to your target audience. For example, suppliers are particularly interested in your company’s quality management and purchasing volume. Last but not least, certain information that does not play a role for others is indispensable for certain areas of the company.
The conclusion – leading to the next steps
The end of the presentation should always build a bridge to the next steps. For example, if a contract is to be concluded, this should be referred to at the end of the presentation. If instead a further meeting is planned, an outlook should be given during the presentation. So-called “calls-to-action” are very important. These calls ask the audience to take a certain action. This encourages them to become active and to implement the information gained.
It makes a lot of sense to name references from customers your company has helped. If your customers see that you understand their problem and have already solved it in another context, they are more likely to trust you and take advantage of your products and services. However, data protection must be taken into account here.
The W-Questions – Checklist for the structure of a company presentation
The W questions are a good orientation when designing a presentation. They are briefly presented below:
1. Why? Which goal do you pursue with your presentation and what do you want to trigger in your target group? Make sure that you never lose sight of this goal when creating the slides. All examples, graphics and information should be geared towards this goal. The goals vary depending on the type of presentation. If you are giving a presentation, the goal may be to conclude a contract. If the presentation is sent by e-mail, the goal is probably to get the customer to contact you.
2. What? What content do you want to convey with the presentation? You certainly have a lot of numbers and information about your company at hand. Think carefully about which of them are interesting and target-oriented for your audience. No matter how impressive the background facts, they are of no use if they fatigue the audience or distract them from the actual goal of the presentation.
3.Who? Who gives the presentation? Is it the company management, a division manager or an employee specifically responsible for acquisition? The presentation must be adapted accordingly. This applies to both content and form. Because only if the presentation matches the style and type of the presenter can they communicate the content convincingly and achieve the desired goals.
4 How? How do you want to work with the presentation? There are a variety of methods and best practices that you can use in such a presentation. Think carefully about how you want to convey the content and practice the presentation as precisely and repeatedly as possible.
5. who? Who do you want to reach with the presentation? Only if you know your target audience exactly, you can address them and inspire them.
Case studies and success stories (How do I benefit as a listener, what can the company offer me) provide a good introduction to company presentations and are more interesting than the company history.