If you want to succeed, you need to learn how to present well to executives. It is an essential soft skill to master over time as you progress in your career. Presenting to executives can be a high-stakes situation, but with the right preparation and delivery, you can make a strong impression and achieve your goals. Here are 7 tips with examples to help you present to executives effectively.
Know your audience:
Research the executives and their interests to tailor your presentation to their needs and expectations.
Example: Before presenting a new marketing strategy to the CMO and the rest of the senior leadership team, you might study the company’s previous marketing initiatives, the target demographics, previous results, and the CMO’s vision and goals for the company’s brand image.
Be concise
Keep your presentation concise and to-the-point, focusing on the most important information and avoiding filler.
Example: Instead of presenting a lengthy overview of market research data, you might summarize the key findings and highlight the key insights that support your marketing strategy, such as the consumer preferences and behavior trends.
Use visual aids:
Use engaging and informative visual aids, such as slides and infographics, to enhance your message and keep the audience interested.
Example: Instead of simply listing the target segments and channels, you might use a map to show the geographic distribution of the target segments and a graph to demonstrate the reach and engagement of each channel, as well as the expected results and return on investment for each channel.
Show confidence:
Demonstrate confidence in your proposal and communicate it clearly, using a strong and clear voice, body language, and eye contact.
Example: Instead of speaking softly or reading from a script, you might use a confident and enthusiastic tone to describe the benefits of your marketing strategy, while also maintaining eye contact with the executives, using gestures to emphasize key points, and smiling to show your passion for the marketing plan.
Address objections:
Be prepared to address any objections or concerns that the executives might have, showing that you are open to feedback and willing to make changes if necessary.
Example: After presenting your marketing strategy, you might ask the executives for their thoughts and feedback on the target segments, channels, and budgets, and be ready to address any objections or questions they may have, such as the risks and challenges of the proposed channels or the allocation of resources.
Be flexible:
Be willing to adapt to the executives’ needs and preferences, and be open to making changes or modifications to your proposal.
Example: If the executives prefer a different target segment or channel, you might revise your marketing plan to reflect their preferences, while also explaining the reasoning behind your original proposal and how the changes align with the company’s goals and objectives.
Follow up:
After the presentation, follow up with a summary and next steps, showing that you are committed to the proposal and interested in maintaining a positive relationship with the executives.
Example: After the presentation, you might send a follow-up email that summarizes the key points and benefits of your marketing strategy, thank the executives for their time and consideration, and indicate any next steps you plan to take, such as scheduling a follow-up meeting to discuss the implementation and progress of the marketing plan.
At the end of the day …
Presenting well to executives takes repeated practice. You may not do it perfectly the first time, but over time, you will get better and better. By following these tips and examples, you can learn to present well to executives and increase your chances of securing their approval and support. Best wishes
Your comments: What is your biggest challenge when presenting to executives? What mistakes have you made in the past in this area?
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