This is a tough knot to untie.

Let’s see if we can name some of the problems.
1. Loss of control due to lack of physical presence.
2. Voice carries the larger share of the burden.
3. Little room for nuance.
4. Hard to encourage interaction.
5. Too many distractions for the scattered listeners.
6. No visual feedback for the speaker.
7. Hard to call people by name.
8. Some can’t make their voices sound “smiley.”
9. Assumption that it’s basically a monologue–I talk, they listen.
10. Speaker tends to shout and speak fast.

I’m sure there are more, but I will stop there.

A few thoughts.

Get their names ahead of time, if possible, and make a kind of hub and spoke chart that you can keep in front of you, with you in the middle and all their names making a wheel around you.

Use their names now and then. “As John said earlier,” you might say. Or, “Frank made a good point on that score.”

Break the mold. Send them an email ahead of time saying, “I can give you the standard walk-through of the standard deck, or we can get to work on the specific problems of the distressed company.”

In other words, sell by doing rather than sell by telling. My experience and my reading suggest that this is more powerful than any pitch book you might be reading to them.

Of course, there’s a big problem with this approach: How do you keep it organized? I’m sure there’s a way, but this is not the forum.

Instead of sending them a deck, send them an outline with the three-to-five points you will make. Then do the old-fashioned Tell ‘Em What You’re Gonna Tell ‘Em, Tell ‘Em, and then Tell ‘Em What You Told ‘Em.

By the way, you could do this without any slides, or with a GoToMeeting set of online slides. or even with a full deck that you email to everyone right after you Tell ‘Em what your main points will be.

I agree with everything that I’ve read from other responders. I would stress the importance of
- getting off to a very crisp start
- coming around to the crisp start at the crisp end
- saying something unexpected
- providing a clear outline
- announcing when you’ve finished one point and are moving to the next
- using illustrative stories
- using analogy and metaphor, the tools of the poet, to link new concepts to what already exists in their minds
- speaking slowly, deliberately. Don’t work too hard. Sound relaxed. Project a sense of ease.
- having the presenter stand up, weight on both feet, hands actively supporting the spoken message
- being funny. Humor gives you an unfair advantage
- having the speaker ask specific people for feedback or input. E.g., “David, can you tell us how management is feeling?”

I am certain David Harkleroad knows exactly how management is feeling, and I am pleased to be blogging with the Fabulous Ford and the Distinguished David.

Can you imagine the clans of Scotland trying to confer about battle plans by sending pigeons back and forth? That’s about what this situation feels like.

Sims

Also, have they had much luck with the online presentation vehicles (gotomeeting.com, etc.)? This can give control back to the presenters, as most prospects surely would have online access if they’re listening from their desks.

Can send-aheads and leave behinds be used? Send-aheads can preview the content being presented, as well as cover some material (credentials type content) that you don’t have time to cover.

Keep the presentation a little more nimble. The presenters are fighting against distractions they wouldn’t have in an in-person meeting. “Nimble” can mean shorter points, faster speaking pace and faster visuals (if using an online deck everyone can see. And if you’re not using an online deck, consider using one as a way to get some control back).

Of course, you gotta have a little something in the presentation for everyone. But when on the phone, it might be necessary to verbally call this out more.

Sounds like an interesting challenge! Ford, please consider doing a follow-up blog post to let your audience know how it went.

David, everyone should note your longer-term view. Don’t treat each of these events as a one-off. You are right to suggest that we can learn more from several of them than from one.

Ford Harding

As well as helping from a sales perspective by getting more face to face with the decision-makers; sometimes the clients themselves see it as very valuable as it allows more interaction and further explanation in those face-to-face sessions.

After that (and especially if it’s not possibel to disperse & partner up) you need to make the presentation and messages very simple. Better to have a clear, simple theme that hits the point and demonstates real understanding of their issues, than an impressiv but complex plan which proves impossible to communicate via teleconf.

Ian

Ian

Ian

Having a global list of video conferencing rental facilities - is also a pretty handy idea. Less travel costs and a visual is always better than voice.

First thing I’d do is hire a top-notch presentation coach, and use him/her as follows.

1. As soon as you get notice, get the coach in the door to help structure the presentation. Then rehearse, rehearse, rehearse.

2. Have the coach listen in, and then immediately debrief. Identify what worked well and what didn’t. Then follow up immediately with a note / email to the buying team highlighting the key differentiators, and addressing any potential concerns.

3. After the coach has listened in on 3 presentations, do a thorough debrief on what worked and what didn’t, then restructure the pitch - starting from scratch if needed.

David Harkleroad
CMO
Hay Group