Three PR companies struggle for a partnership with a big agency. In situations like these, knowing how to show your differential may determine who will win. The agency will probably choose the corporation better aligned to its values and that shows ability to deliver what was promised. However, presenting why your company is better than others with credibility and without looking phoney is not an easy task.
We’ve handpicked some suggestions which will make your presentation rock and conquer your audience – without being artificial, cliche and phoney.
Talk about your case studies
Most presenters start their speech by telling their company’s mission, vision, values, differentials and blurting out a list of famous customers. By doing this the presenter will hardly grasp the audience’s attention – and it’s important to have in mind that the decision is on their hands. Listing qualities won’t prove anything and it can sound like a simple strategy to please the audience. After all, in an environment like this it´s easier to tell what you do well rather than list shortcomings.
In a well balanced speech, talking about your case studies sounds honest and truthful. Allows the audience to understand without explicitly telling the reason why your business exists. Your chances of being the chosen one will increase when the audience acknowledges that you have an experienced background and that your plans for the future are promising.
Let´s say that your company values s are “cooperation, efficiency and excellence”. You can tell a story illustrating how these principles work in your company in a daily basis. For example, that time when your employees had a whole project to do all over again in just a couple of days. The teamwork was intense and all opinions were heard to meet the deadline. As a result of all this effort, the delivered project was outstanding. When you present true situations, the audience can naturally draw their own conclusions regarding your qualities which is way more compelling than the ordinary “self praise” speech.
Don’t pad things out
Forget about explaining every detail of a slide explained in a minute. On the other hand using a shipload of slides does not show knowledge. As a matter of fact, it can hint right the opposite. Talking too much can bore out the audience specially when ideas don’t have aa good script. We strongly suggest that you practice elevator pitch, which means you have to summarize the important ideas into the least time possible. If you have ten minutes to talk, try to use only five. It will leave more time for your interaction with the audience whenever you feel like it.
Do not mention the competition
It´s very common in the United States to run into ads where brands expose their competitors to show how they distinguish themselves. . If you present cases that please the listener, he´ll see on his own in which fields your company stands out.
Empathize with your audience
When talking about your cases studies, bring up stories that are close to your prospect’s reality. If you know, for instance, that this specific company frowns upon delays, show cases where your company made it very clear how reliable they are regarding deadlines and due dates. What your company did in the past tends to increase your credibility now the public is more likely to trust in what you’re presenting now. This will make it is easier to establish bonds and to build up empathy.
Doing an in-depth research on the profile of the people who are responsible for decision-making and on the company’s needs will help you find the appropriate cases to present.