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“This better be
worth my time!”
5 TIPS FOR PRESENTING TO
EXECUTIVES
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“You make me want to
projectile vomit.”
EXECUTIVES ARE THE SIMON COWELL*
OF THE BUSINESS WORLD
* Grumpy judge on American Idol See >>
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“I think the word
you’re searching
for is HONEST.”
IMPATIENT
CRITICAL
CAUSTIC
ULTIMATE JUDGE OF TALENT
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IMPATIENT
CRITICAL
CAUSTIC
ULTIMATE JUDGE OF TALENT
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BUT REMEMBER (and this is very important)
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EXECS ARE ALWAYS LOOKING FOR TALENT
in fact
MOST OF AN EXEC’S WORK
GETS DONE THROUGH
THE PEOPLE THEY HIRE
“I would say…you have
SOME potential.”
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AN EXEC’S SUCCESS DEPENDS ON
SURROUNDING THEMSELVES WITH
PEOPLE THEY CAN TRUST
PEOPLE WHO WILL HIT DEADLINES
PEOPLE WHO CAN AVOID MAJOR PROBLEMS
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AND THEY JUDGE YOU BY
HOW YOU PRESENT
CAN YOU HANDLE PRESSURE?
DO YOU KNOW YOUR BUSINESS?
ARE YOU AUTHORITATIVE?
ARE YOU CREDIBLE?
ARE YOU TRUSTWORTHY?
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IF YOU’RE THAT KIND OF PERSON,
YOU CAN COUNT ON THE
EXEC’S FULL SUPPORT
“I could see you in the
recording studio
TOMORROW!”
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HERE’S 5 TIPS TO HELP YOU NAIL YOUR NEXT
EXECUTIVE PRESENTATION
“Let’s see what you’ve got.
When you’re ready…”
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#1 GET TO THE POINT IN ONE MINUTE
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EXECUTIVES ARE BUSY
TIME IS THEIR MOST PRECIOUS ASSET
“I have 3 emergencies that
need my attention right
now.”
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DON’T WASTE IT
ARRIVE ON TIME
AVOID LENGTHY OPENINGS
GET TO YOUR POINT IN THE FIRST MINUTE
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“Okay. Why?”
“I’m here to present our
marketing plan. We want to spend
$1 million on channel incentives.”
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IF YOU DON’T
THEY’LL INTERRUPT YOU AND START
ASKING QUESTIONS
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“STOP!”
“I’m here to present our
marketing plan. Now, as you can
see from this SWOT Analysis, our
strengths are in technical support
and integration with existing
infrastructure. Our weaknesses are
in perceived cost and perceived
technology lock-in.
Next slide please.
Awareness is trending up over the
past four quarters, but…
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IN FACT, HERE’S AN IDEA FOR YOU
AFTER YOU’VE SPOKEN FOR A FEW MINUTES,
STOP AND ASK THEM A QUESTION
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“I’m here to present our
marketing plan. With this plan,
we’ll increase sales by 15% over
the next 4 quarters…”
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“Actually, I was just going to
suggest…”
“I’m here to present our
marketing plan. With this plan,
we’ll increase sales by 15% over
the next 4 quarters…”
“Do you think we’re being
aggressive enough?”
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“Actually, I was just going to
suggest…”
“I’m here to present our
marketing plan. With this plan,
we’ll increase sales by 15% over
the next 4 quarters…”
“Do you think we’re being
aggressive enough?”
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QUESTIONS YOU MIGHT ASK
“Is this how you’d define success?”
“How important is this market to
our long term strategy?”
“Do you agree we’ve prioritized
our opportunities correctly?”
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#2 TALK ABOUT PROBLEMS WINNING IN
THE MARKETPLACE
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EXECUTIVES LIVE IN A DIFFERENT TIME ZONE
THE FUTURE
“How can we turn this multi-
million dollar company into a
multi-BILLION dollar company?”
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THEY ARE ALWAYS THINKING
3 YEARS AHEAD
HOW DO WE GROW?
HOW DO WE BEAT COMPETITORS?
HOW DO WE DEFEND PREMIUM MARGINS?
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THEY ARE ALWAYS THINKING
ABOUT 3 YEARS FORWARD
HOW DO WE GROW?
HOW DO WE BEAT COMPETITORS?
HOW DO WE DEFEND PREMIUM MARGINS?
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THEY ARE ALWAYS THINKING
ABOUT 3 YEARS FORWARD
HOW DO WE GROW?
HOW DO WE BEAT COMPETITORS?
HOW DO WE DEFEND PREMIUM MARGINS?
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SO DON’T FOCUS ON
PROBLEMS AFFECTING YOU TODAY
“Ted’s team is supposed to be
working on that.”
“Customer satisfaction is down
about 3% this quarter.”
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FOCUS ON PROBLEMS THAT WILL AFFECT
THEM OVER THE NEXT THREE YEARS
AND HOW THEY’LL WIN IN THE MARKETPLACE
“I agree. What do you
recommend?”
“Customer satisfaction is down
about 3% this quarter.”
“If we’re going to grow 15% over
the next three years, we need to
hold onto our existing customers.”
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HOW ARE YOU GOING TO HELP THEM
SELL FASTER?
RETAIN EXISTING CUSTOMERS?
CAPTURE NEW CUSTOMERS?
INCREASE CUSTOMER SATISFACTION?
REACH NEW MARKETS?
DEFEND HIGHER MARGINS?
TAKE THE COMPETITOR’S CUSTOMERS?
FIND NEW DISTRIBUTORS?
CREATE DIFFERENTIATED PRODUCTS?
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HOW ARE YOU GOING TO HELP THEM
SELL FASTER?
RETAIN EXISTING CUSTOMERS?
CAPTURE NEW CUSTOMERS?
INCREASE CUSTOMER SATISFACTION?
REACH NEW MARKETS?
DEFEND HIGHER MARGINS?
TAKE THE COMPETITOR’S CUSTOMERS?
FIND NEW DISTRIBUTORS?
CREATE DIFFERENTIATED PRODUCTS?
NOT JUST SOLVE TODAY’S PROBLEMS
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#3 SELL A VISION BEFORE DISCUSSING
THE DETAILS
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NEW PRESENTERS MAKE A BIG MISTAKE
THEY ARE IN A HURRY TO TALK ABOUT WHAT
THEY WANT TO DO BEFORE THE EXEC IS
BOUGHT INTO THE VISION
“One million?
That’s a lot of money.”
“We need to invest $1 million in a
big public relations push.”
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EXECS ARE BIG PICTURE PEOPLE
THEY WANT TO KNOW WHY BEFORE
GETTING TO THE DETAILS
“What about WBBC? They’d
probably do it for half.”
“Yes. Shudder Chapstick is the
agency of record. They aren’t
cheap.”
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INSTEAD, FOCUS ON GETTING THE EXEC
NODDING AT THE VISION
THEN MOVE INTO THE DETAILS
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“The press is ripping us apart. Our
sales guys say it’s really slowing
the sales cycle.”
“So what are we going to
do about it?”
“We need to get some of the key
papers on our side. Like the Wall
Street Journal and USA Today.”
“Good thought.”
“We’ve found an agency with
good contacts at both papers. We
can probably have features
printed within 4 weeks.”
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NOW THE EXEC IS READY TO
MOVE INTO THE DETAILS
“We’ve found an agency with
good contacts at both papers. We
can probably have features
printed within 4 weeks.”
“DO IT! GO!”
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#4 LEAD WITH STORIES, NOT DATA
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EXECS ARE SMART PEOPLE
THEY RESPECT DATA
“You have the most votes…”
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EXECS ARE SMART PEOPLE
THEY RESPECT DATA
BUT THEY TRUST THEIR GUT
“But I think we’ve learned that
having the most votes does NOT
guarantee a big career.”
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THEY KNOW DATA IS OFTEN INCORRECT,
INCOMPLETE OR EVEN BIASED
SO THEY LISTEN TO THEIR OWN INSTINCTS
WHEN MAKING BIG STRATEGIC DECISIONS
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THEY KNOW DATA IS OFTEN INCORRECT,
INCOMPLETE OR EVEN BIASED
SO THEY LISTEN TO THEIR OWN INSTINCTS
WHEN MAKING BIG STRATEGIC DECISIONS
“What are CUSTOMERS saying?”
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THEY KNOW DATA IS OFTEN INCORRECT,
INCOMPLETE OR EVEN BIASED
SO THEY LISTEN TO THEIR OWN INSTINCTS
WHEN MAKING BIG STRATEGIC DECISIONS
“What are CUSTOMERS saying?”
“What are COMPETITORS doing?”
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THEY KNOW DATA IS OFTEN INCORRECT,
INCOMPLETE OR EVEN BIASED
SO THEY LISTEN TO THEIR OWN INSTINCTS
WHEN MAKING BIG STRATEGIC DECISIONS
“What are CUSTOMERS saying?”
“What are COMPETITORS doing?”
“What do our LARGEST PARTNERS think?”
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SO LEAD WITH STORIES THAT
APPEAL TO GUT INSTINCTS
“Our biggest partner is getting
into this space.”
“I know Al. He’s a smart guy.”
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SO LEAD WITH STORIES THAT
APPEAL TO GUT INSTINCTS
USE DATA TO BACK IT UP
“Our biggest partner is getting
into this space.”
“I know Al. He’s a smart guy.”
“This study shows customer
interest is increasing.”
“Maybe we need to be
doing something here.”
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#5 DON’T BE AFRAID OF EXECUTIVES.
BE AFRAID FOR THEM
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IT’S COMMON TO BE
AFRAID OF EXECS
THERE’S EVEN A TERM
FOR IT: EXECUPHOBIA
“I’m not MEAN,
I’m just HONEST.”
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BUT DON’T LET EXECS INTIMIDATE YOU
AND RATTLE YOUR PRESENTATION
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BUT DON’T LET EXECS INTIMIDATE YOU
AND RATTLE YOUR PRESENTATION
INSTEAD, BE AFRAID FOR THEM
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BUT DON’T LET EXECS INTIMIDATE YOU
AND RATTLE YOUR PRESENTATION
INSTEAD, BE AFRAID FOR THEM
AND SHOW HOW YOUR
PROJECT CAN PROTECT THEM
FROM THE THINGS THEY FEAR
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BELIEVE IT OR NOT
EXECS HAVE A LOT TO FEAR
FEAR OF FAILURE
FEAR OF DEMOTION
FEAR OF LEGAL ACTION
FEAR OF EMBARASSMENT
FEAR OF EMPLOYEE LEAKS
FEAR OF BAD INVESTMENTS
FEAR OF LOSS OF REPUTATION
FEAR OF A TEAM MEMBER SCREWING UP
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YES, IT’S EASY TO BE AFRAID OF EXECS
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YES, IT’S EASY TO BE AFRAID OF EXECS
BUT KEEP THEIR FEARS TOP OF MIND
AND SHOW HOW YOUR PROJECT WILL
HELP TAKE THOSE FEARS AWAY
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YES, IT’S EASY TO BE AFRAID OF EXECS
BUT KEEP THEIR FEARS TOP OF MIND
AND SHOW HOW YOUR PROJECT WILL
HELP TAKE THOSE FEARS AWAY
THIS MINDSET WILL
REDUCE YOUR OWN ANXIETY
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tips for presenting to
EXECUTIVES
SO LET’S RECAP
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tips for presenting to
EXECUTIVES
SUMMARY
5 TIPS FOR PRESENTING TO EXECUTIVES
#1 GET TO THE POINT IN ONE MINUTE
#2 TALK ABOUT PROBLEMS WINNING IN THE MARKETPLACE
#3 SELL A VISION BEFORE DISCUSSING THE DETAILS
#4 LEAD WITH STORIES, NOT DATA
#5 DON’T BE AFRAID OF EXECUTIVES. BE AFRAID FOR THEM
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tips for presenting to
EXECUTIVES
NOW…
GO NAIL YOUR NEXT EXEC PRESENTATION!
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tips for presenting to
EXECUTIVES
NOW…
GO NAIL YOUR NEXT EXEC PRESENTATION!
“That was
ABSOLUTELY STUNNING!”
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