You just completed a presentation to a potential customer, and it seems everything went wrong. You were asked questions you couldn't answer, your overhead presentation was washed out by the lights in the room and you knew their: "We'll get back to you..." was just a polite way of saying: "No!"

It doesn't matter whether your presentation is across a cup of coffee in a restaurant or in a multi-million dollar boardroom, the rules of presentation are the same. If you have had problems similar to those above, follow these guidelines for success!

DETERMINE YOUR PROSPECT'S GOAL
This is your starting point. You cannot design any presentation without knowing EXACTLY what it is your prospect is trying to accomplish. They are asking you to offer a solution, so it behooves you to know what problem your solution is supposed to cure. The question you might want an answer to is: "If they purchase your goods or services, how would they be better off?."

Don't be fooled by statements that start out with words like: "Well, we're just information-gathering right now.." Your response to this should be: "I understand that, but if I'm to provide information to solve a problem, I really need to sit with you for a short while so I can understand the problem. When would be a good time to accomplish this?" If you get a negative reply, you may not wish to spend your valuable time on this customer -- send them some boiler plate and spend your time on areas where you might have a chance of success.

DETERMINE YOUR GOAL
For success' sake, before you write out one line of dialog, build one slide or take one video, determine in advance what it is you are trying to accomplish with your presentation! It could be to walk away with an order, set the stage for another meeting (always a good idea no matter what else you wish to accomplish), establish your credentials or anything else - the important thing is to go into the meeting with a predetermined goal.

The way to determine your goal is to sit down in a nice quiet place and ask yourself this question: "As a result of this meeting, just exactly what do I want to happen? Without this answer, your presentation will be scattered, unfocused and will not accomplish a thing except by accident. MAKE it happen, don't just EXPECT it to happen.

SCOPE-OUT THE LOCATION IN ADVANCE
Will you be presenting in an office, a conference room, a restaurant or somewhere else? Visit (if possible) and decide whether you need printed material, overheads, slides, video clips or something else. If you do use printed material, I suggest you use color. (A color printer is a dirt-cheap investment these days, and no successful business should be without one.)

GET YOUR AUDIENCE INVOLVED
The average presentation is boring. Before you put your package together, think up some questions you could ask from time to time that would direct your listeners to ask one or more specific questions or make a statement that would lead to your next point. Don't ask rhetorical questions, ask specific questions relating to your audience's needs you uncovered in your pre-presentation meetings.

Put some pizzazz into your presentation. Humor may be all right, but watch out! This is tricky. Audience involvement is always positive, even if it's as simple as them writing down their perceived needs for a solution, collecting then reading the entries and showing how your solution will apply. (Don't forget to add in how they're accomplishing the goal at present including what its costing them in dollars and manpower.)

PRACTICE! PRACTICE! PRACTICE!
Start by practicing your presentation in front of a mirror with only you as the audience. As you hone your talk, invite a significant other or a coworker to listen-in and make notes. You don't need an interruption at this point, just some general pointers. After you have your entire program down pat, invite questions, or even make up some in advance and have your audience-of-one ask them at appropriate times.

GENERATE A LEAVE-BEHIND
It's great to leave 'em laughing, but you also need to leave behind a brochure, fact sheet, solution page or whatever to remind them that you are the one with the solution!

FOLLOW-UP
It's axiomatic, but often neglected - the follow-up. Your goal should be 48 hours. Within 48 hours of your presentation you need to call your prospect with the words similar to these: "Karen, one of the things I've learned over the years is that no matter how hard I try, no presentation can answer everything. Tell me, What questions came up after I left that should be addressed?"

If you've covered all the points above, you have the potential of a sale EVEN IF your product or service is not as complete or comprehensive as your competition. A great presentation and follow-through can offset a lot of hype from your competitor.