Presentation Tips for Constructors
Our long experience of working with Constructors has taught us there are 4 key mistakes made in presentations. And 3 golden rules.
The 4 key mistakes
1. TALKING ABOUT YOU
Your clients don’t find you as interesting as you do. Change your mindset. Talk about them.
Change “Let me tell you about us” to, “Let me tell you what we can do for you.”
They may have asked you formally to “Come and talk about your company.” But always think of it this way, what they really meant was, “Come and tell me how you can help me get what I want.”
Also, your brand gets you through PQQ. Everything after that is about people. Your personality, your experience. What you are like to work with.
2. TOO MUCH DETAIL
Often you are asked for you methodology. The temptation is to go into day-by-day detail. But that is rarely necessary. It is possible to be absolutely clear that you have worked out the detail and know it yourself without talking through every aspect of it.
3. NOT SAYING WHAT YOU MEAN
Two aspects to this, firstly when your selling you have to sell yourself, and that makes people uncomfortable. I’ve never met a boastful constructor, but modesty has to be set aside when your selling.
You’re selling your personal ability to deliver. So if no one says you are good at what you do, how will the client know?
Find a way to make this clear. Often we will get someone else to introduce the key people.
“Now John is going to describe how we would deliver this project, and can I say, John is without doubt the best Project Leader I’ve ever worked with, and he was the first person on the list to build this project.”
Secondly, don’t make the client draw the conclusions.
If you have built a similar building to this one don’t say, “I’ve built a similar building to this one.”
Say, “I’ve built a project which had many similarities to this one, and that means I am familiar with all the techniques we will need here. I already know how to do this efficiently, safely and quickly so I can focus my time on the unique features of this project.”
That’s different in two ways. It is explicit about why your experience will help them, and it acknowledges that this project is unique. Because most of the time people don’t like to be told, “We’ve done a dozen like this.” even hard-nosed people like to feel their project is special in some way…
4. GOING ON TOO LONG
If you are asked to speak for a specific amount of time – 10, 30, 40 minutes, RUN TO TIME.
As a constructor you will be aiming to deliver on time and to budget.
If you run over time in your presentation you have just demonstrated you don’t listen and you can’t follow simple instructions.
Was that the message you wanted to send?
The 3 golden rules
The most important part of a presentation is when you sit down and ask yourselves the question, “What do these people want?” These are their NEEDS.
2. TALK ONLY ABOUT THEM
It’s the “So what?” question.
It is widely believed that the sentence, “We have done several projects like this” is enough to demonstrate our qualifications for this job.
Wrong. The correct sentence is, “”We have done several projects like this, so we believe we bring the right experience and learning to deliver your project.”
You are delivering BENEFITS to their NEEDS using EVIDENCE.
3. BE BRIEF
Pascal wrote, “I’m sorry I’ve written you such a long letter, I didn’t have time to write you a short one.”
Anyone can witter on for hours. It takes WORK to be succinct. Try it. People will love you for it.
What did we miss? What do you think?
Let us know.