How to Create an Effective Networking Presentation

By Janet Christensen

Networking effectively can significantly increase your business profile and lead to greater profitability and success. It is one thing to talk about your business one-on-one with people, however, when the opportunity arises to do a presentation to a group, many business professionals are reluctant to accept the opportunity, or when they do, find creating and delivering a presentation very stressful. After all, you are an expert in your field, yet not likely a professional speaker. You do not want to turn the golden opportunity to profile your business into a missed opportunity, or worse, create a poor impression.

The following outline provides a format for creating an effective 15 to 20 minute networking presentation, which can be customized to profile your business in the most appropriate and dynamic manner. It will help you to plan what to say and what to leave out, organize your information, and deliver it with confidence. Also included are some presentation tips because it's not just what you say, it's how you say it that makes the difference between “okay” and “great.”

The purpose of your presentation is to give an overview of your business, products, and/or services so that people know what it is you do. Then, when they, or someone they know, needs what it is you offer, they will contact you or refer you. (The purpose is not to give your life history, the entire history of your company, or to put them to sleep.)

Introduction: (2 minutes) You want to get the audience's attention right away so open with something different, interesting, and lively.

• Do you have a product you can demonstrate?
• Do you have a success story you can share?
• Is there something unique to your business/product/service that you can open with?
• Are there interesting/attention grabbing statistics that you can use that relate to your business?
• Are there questions you can ask that create interest about what it is you do/provide? For example, what brings your customers to your service or what problems do you solve for your customers?
• Is there an exercise you can take the audience through to create interest in what you do?
  

Once you have their attention, then introduce yourself and your company, products, and/or services. Keep it brief. If you have a tag line, use it here as a lead in to the main part of the presentation.

Presentation: (7 to 9 minutes) If you can give an example or sample of what it is you do, by all means do it. If you can pass on useful tidbits of information, do that. By doing this, you are becoming the expert in their minds.

1. An overview of what it is you do, your product line, and/or your service. How long in business?
2. Credentials/qualifications of you and your company.
3. Hours of operation. Geographic area you service.
4. Who is your typical/ideal customer? What is your market niche?
5. What are the features of your business/product/service? Do not spend a long time on this. Just list them.
6. What are the benefits to your customers? Spend more time on this and fully outline the benefits.
7. What makes you stand apart? Why should someone deal with you and instead of your competition? (Do not slam the competition here – focus on what you do.)
8. Outline any special offers, if any, that you are offering the group for attending.
   

Conclusion: (2 to 4 minutes)

• Summarize your products/services.
• Who is your ideal customer or referrer? Who needs you and what you do?
  
• Call to action on your special offers. Closing Statement – Use your tag line.
  

Questions and Answers (approx. 3 minutes) If no one has any questions, it means you did a great job in explaining what it is you do. Thank the group for their time and attention then sit down and relax.

Presentation Tips

• The key to a good presentation is to know what it is you are going to say and to practice a few times beforehand. Get a supportive person who you trust to listen while you go through the presentation and get constructive feedback. Failing that, practice in front of a mirror. You can even tape your presentation and listen to it.
  
  
• Smile. Take a deep breath and relax. Work on the basis that everyone there is interested in what you have to say and they are supportive. They are not out to get you.
  
  
• Be aware of your body language. Stand tall with open body posture. Be animated. Do not slouch, swing from side to side, pace back and forth across the floor, fidget, or stand with your arms crossed.
  
  
• Be aware of your voice and speech. Vary your volume, the rate of speech, and tone. Pause for effect and emphasis at appropriate times. · Interact with the audience if it is appropriate to do so. For example, you can ask questions, get input or feedback. (E.g., Has anyone ever encountered this problem before? What is your concern when you shop/look for...? )
  
  
• Be energetic and enthusiastic. If you aren't excited about what it is you do, no one else will be.
  
  
• Use humour and/or a joke if you can carry it off and as long as it is tasteful.
  
  
• Use a PowerPoint or overhead presentation to keep you focused and on track if it is helpful. If you are using one of these, practice ahead so that you are comfortable and confident in using these tools. It is distracting when the presenter fumbles around with gadgets or technology and it makes you more nervous. Also, have a backup plan in case the equipment fails. Be able to go on without technology.
  
  
• If you are using PowerPoint or overheads, include key points only. Do not have your entire presentation, word for word, on the screen and then read it. The audience can read. You know your stuff. Allow the key points to guide you and elaborate on them. You are having a conversation with the audience.
  
  
• If you have samples, photos, visual aids, etc. they will enhance the presentation and take some pressure off you to carry it all. Let these do some of the demonstrating and speaking for you.
  
  
• Have handouts that are pertinent and make sure you have your contact information on them.
  
  
• People love freebies, as long as they are useful. Whatever it is you give away, make sure it has your name, logo, and contact information on it. If you do not have a suitable free sample to give away, is there something you can use to make you memorable? Be creative.
  
  
• Have fun!
  

Janet Christensen passionately inspires potential as a professional speaker, Passion Map facilitator and writer. She can be reached through her company Unlimiting Potential at (519) 434-5397 or toll free 1-888-779-3061 fax (519) 434-8344 email info@janetchristensen.com Web site www.janetchristensen.com.

Published in Networking Today, February 2006.