Is there a competition for the most disastrous presentation ever? If so, the following example would be a frontrunner for the top prize:
The chief executive of a major and highly profitable UK jewellery chain stands up to make a key speech at a conference of the Institute of Directors at the Royal Albert Hall. Among other ‘humorous’ remarks, he describes earrings that the company sells as: “Cheaper than a prawn sandwich from Marks & Spencer, but I have to say, the sandwich will probably last longer than the earrings.”
It was 1991, the chief executive was Gerald Ratner of the Ratners Group. Customers stopped buying. The value of the company plummeted and it almost collapsed. Ratner was sacked.
What not to do
We asked our Training Team for their top tips on key mistakes to avoid when making a presentation. Here’s their top five:
- You’ve got to be absolutely sure that any humour you introduce into your presentation won’t be misinterpreted or misunderstood. You might find something funny but somebody else won’t – and maybe for a very good reason. If in any doubt, leave it out.
- Don’t skip audience research. It’s crucial to know who your audience will be. If you don’t understand their interests, challenges, current level of knowledge and market sector you’ll struggle to connect. Knowledge is power when it comes to making a successful presentation.
- Avoid confusion. Make sure your visuals are uncluttered, stick to your key points, don’t overrun, and – crucially – know what your aims and objectives are and use your presentation to communicate them. You should leave your audience with a clear message, takeaway or call to action.
- Don’t forget to prepare for questions – especially the ones you dread the most. There are techniques you can use to deal with questions effectively – even the most challenging ones. Take the time to anticipate any questions you may be asked and prepare answers. If you get stuck on the day, be honest and admit you don’t know the answer but will find out.
- A common mistake is underestimating the power of body language, tone of voice and speed of speaking. Lack of eye contact, crossed arms and a rigid posture, for example, will not inspire your audience with confidence. But the good news is that any bad habits you have can be addressed and will transform your presentation skills.
Find out about our one-day Presentation Skills and Techniques course.
