Why Be Concise?

THE NATURAL TENDENCY in a presentation, particularly when pitching a product, is to tell our prospect almost everything we know about our offering. Maybe the hope is that, if we throw enough stuff out there, something will stick. And it's REALLY EASY to do, because you can just keep adding slides. Besides, if they don't hear everything about the product, they might not think it’s good enough and they’ll choose something else.

The reality, however, is that people on the receiving end of these feature dumps are rarely so enraptured with the product. They may certainly have a need, and they might not run screaming out of the room (though some would like to), so they'll hang in there while the feature dump goes on (and on) (and on).

Here's another view of what goes on during a presentation:

The presenter, on the left, brings out all this information that he or she feels MUST be shared with the audience. The prospect, in the middle, walks away with some of the information — maybe 20%? — but exactly what they retain, and in what order, is anyone's guess. Worse, what they remember and pass along often lacks any vibrancy or compelling quality; it’s a shadow of what was originally given.
        Then the prospect passes on what they recall to their boss or other decision maker, on the right, and what that person is left with — maybe 5% of the original pitch? — could have very little resemblance to the original collection of information. Result: a watered-down (or wasted?) opportunity.

So what should you do?

First, recognize that perhaps only 5% of your message will filter through your prospect’s company after you're gone. Then, make sure that 5% — your core message — is so crisp, concise, and compelling that it will be easy for your prospect to not only remember your message, but to pass it along pretty much as you gave it. In fact, if your message really hits home, your prospect is likely to amplify your message and make a stronger case on your behalf.
        Give them a clear view of how they can benefit from your offering and include only those items that are necessary at that moment to help explain the value you provide. Be ruthless in stripping out details. Either delete them entirely or put them at the end of your presentation, ready to show if and when required. That way, you won’t bury your prospects with information unless they specifically ask for it.

Keep your message short and compelling, and you'll stand a better chance of success.

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