Chris Burry EIA

1. Building a Great Presentation
Chris Burry
Co-CEO US Market Access Center
EIA – July 10, 2013

2. 1. People
2. Purpose
3. Preparation
4. Practice
© USMAC 2013
- 2 -
Great Presentations Begin with 4 P’s…

3. You are not presenting
to machines
You must be HUMAN
You need to make a
connection with your
audience
You must ‘know’ your
audience and what
motivates them
© USMAC 2013
- 3 -
It all starts with people….

4. We talked earlier about
the psychology of sales..
What is their motivation
for being here?
What do we know about
them as people?
© USMAC 2013
- 4 -
What do I mean by knowing your audience

5. People buy from people
they like…
If they don’t like you,
it really doesn’t matter
how good your product
is….
© USMAC 2013
- 5 -
The “Little Secret” of Selling …

6. You need to be VERY clear on what you are trying
to get done.
o Gather Feedback?
o Figure out what their
problems are?
o See if there is interest
in your problem?
There is a HUGE risk of over-reaching
© USMAC 2013
- 6 -
Purpose – What are we trying to get done?

7. The Single Meeting Objective
As a rule, you only get a single meeting
objective.
Think in terms of a series of passes, not
trying to score now.
What pass am I going to make?
© USMAC 2013
- 7 -

8. The Single Meeting Objective
What pass am I going to make?
And how is it going to get me closer to the
goal?
What is the one thing I want my audience to
remember / do?
And no, it can’t be place an order today.
© USMAC 2013
- 8 -

9. Concise - Less is more
o 3 min per slide
o 30 point type
o Not 24, not 18, not 12
Clear - No jargon, acronyms
Consistent – Same font,
layout, bullets
Think ZEN
© USMAC 2013
- 9 -
Preparation – Your materials must be

10. Just like there is a single
meeting objective…
Each slide has to have an
objective as well.
And in a perfect world, a
picture to reinforce the
words
© USMAC 2013
- 10 -
Each slide gets to share ONE idea

11. 1. Title Slide
o Presenter(s)
o Title
o Date
o Logo
© USMAC 2013
- 11 -
My standard slides

12. 1. Title Area (typically in a colored font)
2. Content Area
3. San Serif Font (30 pts!)
4. Black text, color for emphasis
5. Picture / graphic if possible
6. Logo
7. Copyright and page number
8. Contact information
© USMAC 2013
- 12 -
Standard Slide Elements

13. Do you want to be celebrating success or
Accepting failure?
© USMAC 2013
- 13 -
Which Outcome Do You Want?

14. or
© USMAC 2013
- 14 -
Which Outcome Do You Want?

15. 1. Introductions
o Your Team
o Their Team
2. Purpose of the meeting / presentation
o Describe the single objective
o Confirm that this is an acceptable outcome
o Explain how the rest of the meeting will work
© USMAC 2013
- 15 -
The Actual Slides

16. 3. Content – The ‘meat’ of the presentation
o Varies by type of meeting
o Resist the urge to ‘shoot for the goal’
4. Questions, Answers and Discussion
5. Call to Action – This is where you put ‘the ask’
o What do you want to have happen next?
o When is this supposed to happen
6. Contact information
© USMAC 2013
- 16 -
The Actual Slides

17. The Single Objective – Validate top 3 problems
Get a ranking for each problem
Validate the customer segments
Understand alternative solutions
Identify new problems
This is about listening to the customer,
not about you talking all the time
© USMAC 2013
- 17 -
The Customer Problem Interview

18. Who to Target for Interviews
Budget
Has makeshift
solution
Actively looking for
solution
Awareness of problem
Has the problem you are solving
Reading: Startup Owner’s Manual
Work from the
bottom up

19. © USMAC 2013
- 19 -
The Meeting Agenda and Format
2 mins •Introductions – tee it up
2 mins •Customer persona
2 mins •Tell a customer story
20 mins •Customer problem discussion
4 mins •Wrap up, referrals, follow-up

20. Your worksheet
© USMAC 2013
- 20 -
Customer Problem Discussion
Problem
Candidates
Current
Solution
Our
Solution
1. 1. 1.
2. 2. 2.
3. 3. 3.
4. 4. 4.
5. 5. 5.
Source: Steve Blank, STARTUP OWNERS MANUAL

21. Contact info, role in
company, organization
Company demographics
Hypothesis 1:
o Priority of underlying
problem
o Pass or Fail
o Alternative solution
to problem
© USMAC 2013
- 21 -
Problem Interview Journal
Hypothesis
Hypothesis 3….
New top problems
identified
Referrals
Follow-ups
Things you hadn’t
thought of

22. How Many Customer Interviews Do YOU Need?
50 interviews total
15 per week, 300 minutes
200
contacts
Steve Blank numbers
© USMAC 2013
- 22 -

23. Learn… Learn…. Learn….
Don’t go to high-value targets first
Adjust the problem set
Tune the demographics
Zoom in on top alternatives
Re-use customers’ own words
Target “early evangelist” customers
Refine As You Go
© USMAC 2013
- 23 -

24. You will know when
10 .. 50 Interviews
Problem consensus about
urgent need
Insight into current solutions
Understand demographic of
early evangelist
Hearing the same things
over and over
When Are You Done?
© USMAC 2013
- 24 -

25. Customer problem
What is the problem you are trying to solve?
o Get the customer talking
o You need to validate that the customer
actually has this problem.
o If they don’t visit was a waste
o NEVER lead with your technology /
solution!
o Always let the customer talk
© USMAC 2013
- 25 -
Content Slides – Assuming this is a Validation Call

26. Value proposition
Describe that an ‘imagined future’ would their
world look like if the problem didn’t exist
o Quantify the change if possible
o Great place to ‘connect’ with them
o You need them to ‘buy in’ to the idea that
the end result is better than what they have
today.
© USMAC 2013
- 26 -
Content Slides – Assuming this is a Validation Call

27. What is your solution
You need to describe your solution and how it will
make their problem / pain go away
o Keep it short and simple,
o The ‘technical brilliance’ of your idea
doesn’t really matter to them
o Let them ask questions on the details
© USMAC 2013
- 27 -
Content Slides – Assuming this is a Validation Call

28. Competitive Advantage
Why is your product best suited to make this
problem go away
o When possible, you want to compare and
contrast with existing solutions
o Advantage must be quantifiable
 30% faster vs. ‘much faster’
o As ‘the new guy’ you are high risk
 Your value must offset the risk
© USMAC 2013
- 28 -
Content Slides – Assuming this is a Sales Call

29. Implementation Plan / Details
o Resist the urge to ‘deep dive’
o Cost goes here
Questions, Answers and Discussion
o This is where you get your validated learning
Call to Action – This is where you put ‘the ask’
o What do you want to have happen next?
Contact information
© USMAC 2013
- 29 -
Content Slides – Other topics

30. Build a profile of your
‘target’
Decide on team roles
o Who is going to take
notes
o Who is going to ask
questions
Schedule a ‘de-brief’ ASAP
after the meeting
© USMAC 2013
- 30 -
Preparation

31. Don’t “go in cold”
Practice the slides you will
present at least 5 times before
you meet a customer
o Practice in front of your
team
o Practice in front of our dog
o Practice in front of the
mirror
© USMAC 2013
- 31 -
Practice

32. Let’s Connect
US Market Access Center
10 South Third Street, 3rd Floor
San Jose, CA 95113
Our Headquarters
facebook.com/usmarketaccess
@usmarketaccess
linkedin.com
Groups – US Market Access Center
San Francisco
Palo Alto
San Jose
+1 (214) 673-5187
Phone
cburry@usmarketaccess.com
Email
Chris Burry
Co-CEO
Contact
www.usmarketaccess.com
© USMAC 2013
- 32 -