How to Prepare a

Steering
Committee
Presentation
Slide 2
Whenever you get the opportunity to address
a group, make the most of it
Structure the
Presentation
Addressing the
Audience
Know your audience
Motivate your audience
Help your audience
Build a Slide
Hints and Tips
Slide 3
l Why are you telling us this?
l What are you saying?
l What use is it to me
Know your audience so you can approach
them correctly
What does the
audience need to
understand and at
what level?
Slide 4
Put yourself in the shoes of your audience
We have to meet the
expectations of the
Steering Committee only
Concentrate on those
who make the decisions
Their expectations
determine the language
you should use, the
scope or depth of details
What are their expectations?
What do they know already?
What do they think about the subject?
What do they need to know?
What dont they need to know?
How will they use the info?
Who are they?
Slide 5
Remember that different audiences require
different styles
Favourable
Neutral
Unfavourable
Be direct
Set goals
Dont oversell
Uninformed: Let them see the need to know
Uninterested: Help to visualise the benefit
Undecided: focus on selected points
Find common grounds
See their point of view
Present facts & evidence
Slide 6
Motivate your audience - a presentation is
more effective than a document in creating
actions...
Situation
Impact
Feedback
Reader
Audience
Free
Low
None/slow
Captive
High
Immediate
Slide 7
however, your audience is handicapped by
several things
Rate of assimilation
Quantity of information
Selection of information
Reader
Audience
Flexible
High
Yes
Imposed
Limited
No
Slide 8
To be effective, you need to help overcome
the handicap of your audience
Focused on
essentials
Present only what has to
be said
Keep backups
Tightly
structured
Audience cannot refer
backward
and forward to a speech
Clearly visualised
To reinforce the message
Oral comments to complete
Still Understandable as a
written report
Slide 9
Structuring your presentation to ensure your
audience is with you
Key Messages
Storyboard
Intro/Conclusion
Structure the
Presentation
Addressing the
Audience
Build a Slide
Hints and Tips
Slide 10
Key messages form the substance of a
presentation and help promote active
listening
Substance
Form
Time
Concern
ANALYSE
Add value to
information
COMMUNICATE
Promote active
listening
Info -> Analysis -> Message
ORGANISE
Create a link
between ideas
Slide 11
Substance
Form
Time
Concern
Start to think early about the format of your
presentation
Messages
Structure
Storyboard
Dont wait until you have found the answers before planning
how to communicate the results
Slide 12
Do not communicate in the way you have
analysed the subject
Idea
Analysis
Message
Communication

Problem-solving
Complex / thorough
Narrow scope

Argumentation
Simple / relevant
Broad scope
The structure
shapes the way the
audience receives
the message
Slide 13
Set up a visual outline of your presentation
Background Key messages
Opportunities/
Benefits
Identify the
topics to be
analysed
Topic Topic Topic Topic
Extra slide to
summarise long
sections
Topic Topic Topic Topic Topic Summary
Topic Topic Topic Topic Topic
Back-ups to
anticipate questions
or discussions
Section 1
Section 2
Section 3
Road-
map
Title
Summary
pre-frame your presentation to set the right expectations
Slide 14
The storyboard is a powerful visual
outlining tool
To organise ideas
Gives you a full view of the presentation all the time
Checking or trying new approaches becomes easy
To check progress
To work as a team
To divide up responsibilities
To ensure that all parts fit coherently
Slide 15
Pay particular attention to the introduction
and conclusion
Attention
level
Time
Conclusion
Introduction
Tell them what you are going to tell them
Tell them
Tell them what you have told them
Slide 16
Use slides to really focus attention and
visually represent the findings
Keep it simple
Use graphics and builds to deliver
Pictures speak a 1000 words
Structure the
Presentation
Addressing the
Audience
Build a Slide
Hints and Tips
Slide 17
Graphics help to get the message across
The purpose of your presentation is to communicate
ideas and information ...
Not to dazzle people with fancy graphics
When the session is over, you want your audience
marching out discussing the ideas you set forth ...
Not talking about the neat graphics or the special
effects !
Slide 18
Keep the purpose of your slides simple -
limit it to three key messages
It is easy to remember
It is easy to understand the link
Additional points become weaker
Slide 19
Each visual has a key message as a title
Identify the message -
state it concisely as a sentence
The purpose of graphics is
to support the message
Topic
Source: for all analysis charts
Choose the right chart form
Emphasise the message
Slide 20
Highlight the areas you want to talk about
Source: incentive schemes
Grocery
Ice
Cream Confec Dietetics FS
Sales Volume 56% 65% 25%
Peso Sales Target 11% 13% 30%
Special Product Vol. 43%
Consistent Effort 20%
Collection 10% 20%
Market Hygiene 9% 15%
Distribution 4% 5% 5%
Merchandizing 8% 5% 20%
Reporting 2% 2%
Trade Development 5% 7%
Call rate 7%
Strike rate 7%
Organiz./Admin 6%
Promo Responsibilities 51%
Territory Mgt. 44%
Org. Resposibilities 5%
Total 100% 100% 100% 100% 100%
Used criteria
Not used criteria
Example: Incentive Criteria for Sales Reps in Market X
but all focused on
volume or value targets
Slide 21
More
in-store
time
Less
office
time
Retail sales reps
in-Store time
breakdown in minutes
Average %
Waiting
3.0 20%
Money collection
2.8 18%
Sales talk
2.6 17%
Merchandising
1.9 13%
Order taking
1.2 8%
Booking Check
1.3 8%
Stock check
0.7 5%
POS Material
0.5 3%
Return mngt
0.5 3%
Pleasantries
0.3 2%
Coach/Delegat
0.4 2%
Total:
15.2 100%
34%
In-store time
19%
Office time
9% breaks
34%
Travel time
Sales force
day breakdown
Use animations to show visuals with a lot of
information
For example, incentivise
(more):
Trade development
Listing of new products
Profitable products
Above target performance
Performance in difficult
months
Sales at beginning of month
Source: SFAA conducted 1998
Example: Incentive scheme in Market X
Slide 22
Source: Interviews with K/A team
Share
maintained
Competitive
threat
Lower
consumer
price
Lower
trade
price
Increase in
Trade
Spends
Trade spend is
a vicious circle
that drive costs
upwards
Lower
profit
Retailer
margin
pressure
leading to
higher pressure
on trade spend
Lower share of
voice
Lower
investment
for growth
Lower share
of innovation
Category
Volume
decline
and a
decline in
brand support
Brand erosion
Decrease in
brand
building
spend

Slide 23
0%
20%
40%
60%
80%
100%
Milk
Infant
Nutrition
Coffee
Instant
Drinks
Culinary Confect Petfood
Breakfast
Cereals
Coop
0%
20%
40%
60%
80%
100%
Listing fees
0%
20%
40%
60%
80%
100%
Promotional discounts
Source: Manual tracking Jan-Aug 98
Make charts as clear as possible
Sales
Marketing
Slide 24
Use pictures to show facts
One picture is worth 1,000 words
Opportunity for improved visibility by
"better" merchandising in General Trade
FIFO
respected?
Slide 25
We have high presentation standards to live
up to
Preparation & Polish
Handling your audience
The Team Effect
Structure the
Presentation
Addressing the
Audience
Build a Slide
Hints and Tips
Slide 26
As a team we want consistency in our
presentations
Slide set up
Use Arial - it is easier for the audience to see
Check your colours can be seen when projected
Spell check in English (UK)
Transferring files
All presentations will be copied onto two laptops
To save file space please ungroup all charts
We will leave handouts of the presentations
Please check that your slides are fully visible in pure black
and white
Slide 27
Good preparation will make you more
confident and convincing
Presentation
Start developing your presentation early - leave plenty of time for
tidying up
Delivery
Rehearsing is one thing, committing the presentation to memory
and performing it by heart, is not the way to go. You need to
present, not to recite
The best presentations are made from the heart and on topics that
people really know
Dress as your audience would expect, but also ensure you are
comfortable
Supporting Documents
Dont limit the staying power of your message, by providing it
without the right support materials
Slide 28
Build a rapport with your audience
Face your audience not the screen
Make eye contact - sometimes with a friend is easier
Use humour only if you know how
Keep your language appropriate for the audience
Engage your audience - do not intimidate
Dont wander around the room
Lose the computer that is dont hide behind it
get up in front of the group, where you belong, as
presenter, leader, moderator, and communicator
Slide 29

Never answer a question directly until you have
determined the intention behind
Pay attention to the unconscious communication
process in physiology and voice qualities
Keep emotionally detached. It is the information which
is being questioned, not you
There are three golden rules for handling
questions...
Slide 30
After you have understood the question
- then answer professionally

Avoid getting drawn into a technical debate
Never get defensive
Direct criticisms or personal attacks away from the
person and towards the subject
Turn judgmental/hypothetical questions back to
where it came
Answer questions/statements from confused minds
at a higher level first
Slide 31
What is the difference between an elephant and an
audience?
The elephant never forgets the audience occasionally
remembers
Observe your audience and adjust pace and
style to their needs
A lecturer once called out to Fred at the back of the
audience and said...
Fred calmly stood up and said to the lecturer...
You put her to sleepyou walk up here and wake her up
yourself!
Hey Fredlean over and wake up Mary next to you
please
Slide 32
The object of oratory alone is not truth, but
persuasion
Lord Macaulay
The process part of your presentation represents 93% of
your overall message. The content counts only for 7%

Eye contacts for 3-4 seconds with key persons to connect

The fewer notes you use, the more natural and seamless
your presentation will be

Leave your colleagues to take notes

Watch your Physiology (breathing, gesture) & your Voice

Use WE not I - it gives confidence and credibility

We are there to support our colleagues not challenge them
Slide 33
In Summary ... don't forget the old Greeks...

Ethos
Your personal credibility, the faith people have in
your integrity and competence
Pathos
The feeling... are you in alignment with the
emotional thrust of the audience's communication
Logos
The logic, the reasoning part of the presentation