Английский язык. Практический курс для решения бизнес-задач

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Lesson 39

Making Presentations

Read and translate the following text.

The Art of Making Sales Presentations

How to sell what you present and to present what you sell…

A profitable sale of an excellent product and a happy Customer are important ingredients of corporate success. To close a sale, it is necessary to understand your Customer and your product, and to know how to present a product. For that, you have to master the art of sales presentations.

Mike Adams, GeoQuest Business Development Manager, and former Marketing Manager, shares his secrets of a successful presentation – Schlumberger style.

R.P.: Where can you learn to make presentations?

M.A.: Schlumberger organizes two-day courses where people study theory and practice of presentations. Then their own presentations are videotaped and discussed.

R.P.: What is the key to Schlumberger sales presentations?

M.A.: First – do not be very technical. Second – enthusiasm, enthusiasm, and nothing but enthusiasm.

You have to understand psychology of the audience. Don’t say «I»; use «you» to show that you think about your Customer rather than yourself. Integration with the audience is useful when you indicate that you are one of the guys: you also know what it is like to freeze in Siberia in winter.

You use your voice to make points and body language to communicate your message to the audience. Voice is a highlighter: do not speak at the same speed and without pauses. Eye contact is essential to scan people in the room. It leads to the art of mirroring when you react to the mental state of the audience. If they show interest – slow down and give more details, if they are getting bored – say something dramatic to wake them up.

You tell the audience what you are going to say, say it, and at the end repeat what you’ve just said.

R.P.: How do you attract your audience’s attention?

M.A.: You use a grabber. It can be a word play (you explain the difference a Schlumberger product will make) or a number play. You can tell stories: people will remember them when they forget everything else about a presentation. A whole presentation could be built around a story: how a company lost all geological data on an oil field because it did not have a data management system. Props will make your presentation more visual. Once, a presenter wanted to illustrate enhanced oil recovery: he opened a can of beer, and said «imagine that this beer can is your reservoir, and you could only produce this much (drinks about a 1/3 of the can) – does it make sense to leave so much oil in the ground?»

Dramas are very effective. During a presentation in Sochi at the GeoQuest International Forum, there were 6 people on the stage impersonating oil company’s professionals, from geologists to economists. They demonstrated how this team worked on a project with the help of specialised software.

R.P.: And what is the best way to close your presentation?

M.A. The close of sales presentation is crucial, because you want them to say «yes». You emphasise that your product is unique, relevant and focused on the Customer’s needs. And then you ask the audience: «What do you think?» You pause for as long as it takes them to answer you. You need to get public positive feedback. Be innocent, curious, open – and listen. If they say «I like it» then time comes for a call for action, i.e. where do we go from here?

R.P.: You describe preparation of a presentation as a very creative process. What else is needed to make it successful?