A new client, Thomas Klumpp of Ferag Australia, recently commissioned us to create a presentation for a presentation on polybagging (prepacking newspapers and other items in plastic bags on the print line) at an upcoming  newspaper industry conference.

When I asked Thomas what he would like the audience members to say after he presented, he stated his objective was to have the audince say "If I am interested in polybagging I have to talk to Thomas Klump".  This is very intelligent objective given he has only 15 minutes in front of the audience.

There is a tendency in such presentations to promote your equipment or organisation but that is just being a normal zebra, not an orange one.  Given that there will be at least 10, maybe even 15 speakers at the event on that day, there is no way any audience member is going to remember detail about any particular product  They are certainly not going to make a buying decision for equipment worth millions on the basis of a 15 minute presentation.  Thomas's objective is perfect: use the opportunity to sell himself, his knowledge and integrity to the audience with the aim of raising his profile in the industry.  It is simply to ensure he will be on the RFP list for anyone interested in his equipment.

Always think clearly about what you want to achieve out of your presentation in a long term sense.  All good presentations start with a clear objective.  In such situations as Thomas's, dont try and land a multimillion dollar deal in 15 minutes, you just dont have the time or the audience's attention that way.  Be an orange zebra: make sure your presentation stands out so that you are remembered then build on the opportunities that will present.