A Simple Chamber Presentation Pays Off!

I just got an email from Robert Velarde, a recent graduate of the TopLine training. Robert returned to Phoenix last week to learn about the new Prosper program that provides confirmed appointments to the consultants. His email details what happened while he was gone to training…

Martin,

I had my first TopLine presentation to small business owners on 4/25. A member of the Chamber was at the meeting.

While I was in Phoenix week, the Chamber member invited me to give a presentation at their Small Business Educational Seminar on May 12.

You’ll recognize the title of the presentation.

Thanks for all your help and support.

Have a great day!

Robert
Melony wrote:

Thank you in advance for the part you are going to play in support of our Small Business Educational Seminar. I look forward to working with you during this event. We have overhead projection capabilities available (please bring your own laptop), and I can assist with photocopying of handout materials as well.

I will be preparing three ring binders for each of our attendees, and will be glad to include copies of your presentation as well if you would like for me to.
Please have any originals that may need photocopying to me by noon of the 12th.

The program for our day will look like this:

Time: Session: Topic: Presenter:

9-10:30 Session 1 Creating a Solid Infrastructure, How Firm is Your Business Foundation? SLS Consulting, LLC Sharon Sellers

10:30-12:00 Session 2 Diversity in the Workplace, Breaking Down the Barriers Hispanic Council of the Chamber, Presenter TBD

12:00-1:00 Lunch provided

1:00-2:30 Session 3 The Fastest, Easiest, Most Profitable Way to Double Your Business Income TWIF Inc. Robert Velarde

2:30-3:15 Session 4 Business Retirement Plans Edward Jones, Clay Thornton

3:15-4:00 Session 5 Communication Breakthrough, Write Right to Reach Your Target Market Splash Marketing, Shari Schleis

Additionally, can I please get from you a short bio? I will include a presenter highlight for each of our participants as well and it will also be used for introduction purposes during the program for the day.

Thanks so much again for your participation in the Small Business Educational Seminar and I’ll talk to you soon. Please do not hesitate to give me a call if you have questions or concerns.

Melony

Director of Special Events

Chamber of Commerce
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A couple of interesting points:

You don’t have to be the sole presenter. In Robert’s case, there are 5 presenters on the program.

Being part of a diversified presentation may generate interest from someone who may not otherwise have been interested in your topic. Note the topics: Infrastructure, Diversity, Increasing Profits, Retirement Plans, and Writing skills.

You don’t have to make a long presentation. The 2 presenters in the morning each have 90 minutes. Robert follows after with 90 minutes and the other 2 afternoon presenters each have 45 minutes.

You don’t need to develop your own curriculum. Robert is using one of the reports he got in his TopLine training.

You don’t need to spend a lot of money, time or effort to “market” yourself. Join the Chamber (just one example), let them know what you do and your willingness to participate, and it will happen.

You don’t need a lot of expensive equipment or spend a lot of money on materials. The Chamber has the projector and will do the printing for Robert.

Future marketing: The Chamber is preparing a presenter highlight for each of the presenters that will include bios for each. Every attendee will have access to Robert’s background, what he does for his clients and his contact information.

Now, what can Robert do to enhance his presentation, connect with his audience, get them to want more of him, and entice- in fact compel them to contact him for more information?

Actually, several  things. Here are a few:

Send a Pre-Program Questionnaire to those who will be attending to find out what kinds of businesses will be present and what their biggest and most pressing challenges are. Even if you have your talk or presentation planned out, by interjecting a few examples, comments or business names into your presentation, it will appear that your presentation has been tailored or customized for them.

You should always prepare the name tags. First name in big, dark, bold letters on one line and the last name smaller on a line below. Use a black marking pen if done by hand. Do not let the attendees write their own names on their tags. Some will print very small with both names on the same line, or worse yet, write in cursive. The first name should be big and bold enough for you to read it from a distance. People love to be called by name. There’s an emotional connection in doing that.

Move into the audience when making a presentation. Do not stand stationary at the front of the room, and whatever you do, do not stand behind a lectern. Movement, eye-contact, addressing by the first name, occasional touching on the shoulder, stopping and talking to one person- all these things help build connection with your audience and enhance buy-in on their part.

Occasionally reward them for good questions and answers. When someone asks a particularly good question or participates in way that adds value to your presentation, hand them a gift and thank them. Doesn’t have to be a big or expensive gift. Any of the Special Reports or articles that come with your TopLine resources will work. Let them know how much you appreciate them and their contribution. Not everyone who participates gets a prize. Only those who add exceptional value.

Never ask a question they can’t answer. If you do, very quickly give the answer to them. You don’t want to alienate anyone in your audience in any way. Giving them questions that they can answer makes them look good in their peers’ eyes.

Don’t read your slides! Your audience isn’t stupid. They can read. Visuals are there to support you, not to be your presentation. Learn how to make effective PowerPoint presentations or use handouts to enhance your audience’s understanding, comprehension and retention of your material.

Have some products that you can give away at the end of the presentation. Reports, books, CD’s, consultation certificates- anything that has value. Let them know that because you didn’t know how many people would be in attendance, you only brought one along. But if they would like to have a copy of any of your offerings, to check the appropriate boxes on your evaluation form, or bring their business card up to you at the end of the program.

Stick around. If your presentation allows it, hang around afterwards and talk to the attendees. Continue giving information, value and ideas until you’ve exhausted them- not you. Unfortunately, Robert’s presentation is following lunch and there is a speaker right after him. The last speaker of the day ends at 4:00, which means that in all likelihood, they won’t leave until around 5:00. And at that time of day, with traffic, people are going to want to get out of their A.S.A.P. Robert has to do something dramatic and different to create a compelling reason for the attendees to want to get back to him for something of value in the next day or so. May 12th, the day of Robert’s presentation is a Monday- not the best day to take people away from their jobs to attend an all-day seminar. The next day, Tuesday, is going to be a busy day and without something burning on their minds, getting back to Robert will not be a priority matter.

Well, we could go on and on with ideas and strategies all day. My point in writing this post is to let you see what another of your colleagues is doing, even just out of training.

I haven’t touched on how to upsell, what to offer, or how Robert can get his audience committed to spending money with him. That’s a topic for another time.

The key is to do exactly what Robert did. He made a presentation at a Chamber meeting that was so good that one of the members approached him to be on their program. Beats the heck out of him trying to sell someone on using him. I’ll take that kind of situation any day.

Now it’s your turn. Let me know what you’re doing, how it’s working for you and what you need help with. I’ll continue to let you know of Robert’s progress. If you have any encouragement or ideas for him, pass them along. I’m sure he’ll appreciate them.

Martin