Like any other presentation, with your innovative presentation you want to talk about the current situation (or problem) and the results and benefits that your product or service can bring. During your presentation, you interweave these two positions — present and future — with the other components of an opportunities, results, and benefits (OR&B) presentation, which looks something like this:
Executive summary: Speak to the high-level concerns of your audience, addressing both the present situation and where your product or service will take them. If things are going well for the potential client, compliment her and explain how things could be even better. If, instead, there are specific problems, acknowledge them and then describe how the situation would be rectified with your product or service.
Current situation: Go into the details of the potential client’s situation. She knows what her situation is, but this is an opportunity for you to demonstrate your comprehension of the facts and express empathy for her position. Give ample space for the audience to add details to what you already know or confirm what you say.
Proposal: Talk about the specific results and benefits that the potential client will perceive if your offer is accepted. For example, if you offer a social media management service, the result could be reaching 5,000 qualified followers in two-months’ time and the benefit is greater brand recognition.
Use examples from other clients in the same industry or in a company of similar size to testify to the efficacy of your product or service.
Financial proof: All businesses, from a sole proprietorship to a Fortune 50 corporation, non-profit or publicly traded, have their financial situation at the top of the list of decision-making criteria for a new purchase or partnership. You need to give evidence of the value and return on investment (ROI) that your product or service generates.
Sometimes it’s a purely monetary value, other times, especially in cost-center operations (as opposed to profit-center operations) such as human resources or facilities, the value shows up in employee satisfaction or environmental impact.
Do your research before the meeting. If the company you’re approaching is public, you can access their annual report and look at historical data to create an analysis that supports your understanding of the situation then apply your results to that data.
Otherwise check with industry associations, the Bureau of Labor Statistics, and other governing bodies that do research. Search the web to see if an independent research firm has reports or information that help you build your case.
Conclusion: Although everyone in the room knows you’re there to acquire a client, partner, or funding, you must state a specific call to action. Statements like “Are we in agreement that …” or “I’d like to sign a contract with you today” or “When will you present this to the executive decision makers?” Clearly state your next action as well.
Choose the media that works for your field and group size — a traditional slide show often isn’t the best way to highlight your solution. Rather than projecting your visuals, showing them on a laptop screen or a tablet propped on a stand can be more effective.