TECHNICAL PRESENTATIONS And DEMONSTRATIONS

Introduction to Presentation Skills for

Professionals

TECHNICAL PRESENTATIONS

tech.ni.cal: having special and usually practical knowledge esp. of a mechanical or scientific subject.

b: of or relating to a particular subject esp: a practical subject organized on scientific principles.

CHALLENGESTechnical language (jargon). In most

presentations, jargon should be avoided; however, in technical sessions the users must become familiar with the technical terms needed in order to ask other specialists for advice, fault reporting to manufacturers and indeed talking to other specialists in a language that they all understand.

Fairly rigid(hard) procedures. There are always several ways of using technology – however some are more efficient than others and these are the ones that need to be shared with your audience.

CHALLENGESFear. New users of technology are terrified of it – they are

afraid of failing, afraid of looking stupid, afraid of damaging something, or afraid that they will lose their old skills.

Necessary background knowledge. It is important for the user to understand the basic principles behind the technology, or the learning is only ‘parrot fashion’, and useless in a situation where a mistake needs rectifying.

Safety and legal procedures. There is often a need to know about and perform several procedures that are time-consuming and not particularly interesting (backing up computer disks for instance, or telling the audience where the fire exits are). Making people realize the importance of these is difficult, since most of us would prefer not to undertake the extra effort they require.

So, how to overcome these potential problems?

Sound knowledge on the part of the demonstrator.You must know your stuff, and understand it fully.

Preparation is the key here.

When learning new technologies yourself, keep a notebook by you and note down which things you found the hardest – these are the very things your trainees will find difficult, and where you will need to spend extra time on the course.

A section in your presentation entitled ‘Technical Language. A Glossary of Terms’ is essential – put the main technical terms up on a large flip chart, with their meanings.

Whenever you need to introduce a new term, give a full explanation of it and reinforce this several times.

It is amazing how many technical terms we use as if they were familiar to the entire world.

Demonstrationdem.on.strate : to show clearly; 2a: to

prove or make clear by reasoning or evidence; 2b: to illustrate or explain esp. with many examples; 3: to show or prove the value or efficiency of to a prospective buyer.

Good demonstrationto show visually how things link together;to simplify what may at first seem complicated;to show cause and effect;to explain what sequence of events is needed to use

the product;to allay any doubts or worries about the product;to encourage the group/person to use the product;to discover the user’s needs in detail;to show the most efficient way of using the product;to show the capabilities of the product.

Types of demonstrationsThere are basically three types of

demonstration: the PERFORMANCE DEMO or ‘watch

my magic fingers’, the INTERACTIVE DEMO or ‘what

would you like to see next?’ the TEACHING DEMO where you pass

your expertise on.

THE PERFORMANCE DEMOThis is where the accomplished operator sits

down at the technology and gives a virtuoso rendition of that old favourite – ‘I’m doing this so fast that no one can tell what I’m up to but my goodness – the results look impressive!’

There is no place for this in a presentation. It scares the daylights out of the inexperienced and makes the kit look difficult to use.

It communicates absolutely nothing.

THE TEACHING DEMOExcellent selling tool as long as these simple rules are

followed:Introduce the demo very clearly: ‘What I am going to show you is ...this will be useful to you when you need to do …’Do not attempt to do too much but try to link the new skills to existing

skills: ‘Now that we know how to log into the system we are going to create a file to work in ...’

This is particularly true when you are demonstrating any machinery that is potentially dangerous.

Explain all technical terms in plain English or relevant language.

Make sure you can be seen and heard.Don’t hurry, but don’t take too long – the trainees will want

to try it for themselves.

THE INTERACTIVE DEMOHere, the user and the demonstrator sit

and work together.

This is an excellent tool both to introduce new skills and to help cure any faulty skills.

The secret of a good interactive demo is to allow the user to do most of the talking, only joining in to explain or set tasks.

HOW TO DO IT?Find out from the audience what they need to learn.Find out how much they already know (you can do this by

asking them to show you a particular technique).Set a new task, explaining clearly why they need to know this

and what the outcome will be.If there is no way that the trainee can work out the new task,

then demonstrate slowly, using teaching demo techniques.Ask the user to try it – at least twice. Get them to explain

what they did.If they make a persistent mistake, show them again using

positive reinforcement. Move onto the next task, linking it to the one just learned.Keep an eye on the time – don’t let them work for more than

20 minutes without a breakAt the end of the session, ask them to tell you what they have

learned.Praise when they do well – but be specific.

Differences between Presentations & Demos

• Presentations need a clear and compelling start

• Presentations need a clear and compelling end

• Presentations link new information to old

• You can always see the presenter

• The presenter is the focus of a presentation

• The audience can interrupt a presentation if they need to

• The presenter needs to concentrate on

only their words and the audience• Any visuals back up the presenter’s words

• Likewise

• Likewise

• Some demos show entirely new stuff• You can’t always see the demonstrator• The demo is the focus, not the demonstrator• Most complicated demos have a fixed time and pattern• The demonstrator needs to concentrate on words, audience AND the kit.• The demonstrator’s voice backs up the demonstration

Presentations Demonstrations

Presentations Demonstrations• If the equipment breaks down it’s under the presenter’s control

• The presenter can see the audience’s reactions

• The presenter can move about • The volume of most presentations is based on the presenter’s voice

• Only a few presentations need a change in the ambient light

• Presenters usually know a great deal about their audiences

• A presentation is always tuned finely to audience needs

• Most presenters feel comfortable with what they are saying

• If the kit breaks down you may need help• The demonstrator must concentrate onthe kit• You are tied to your kit!• The demo may be so loud that your voice will sound weak in comparison• Some demos need to have the lights lowered• Sometimes you don’t know who is in the audience until it’s too late• It should be the same• A demonstrator may be comfortable with the kit and the demo but a little unsure about the business issues

DEMONSTRATIONSDemonstrations need a clear and compelling

start.What are they going to see/hear? Why are you showing them this? What will fascinate them?What will amaze them? What questions will the demonstration raise in

their minds? Use the start of the demonstration to tell

them all this – prepare them and put them into a state of active looking and listening.

Demonstrations need a clear and compelling end. Try to end on something that will show them that what you are demonstrating can do something for their business.

The demonstrator needs to concentrate on words, audience and the kit. Talk about multi-tasking!

If you know the demonstration well, look for the following: the audience suddenly sits up (interested); the audience leans back (comfortable and reassured); the audience gasps and draws breath (interested); people whisper to their neighbours (interested).

The sales cycleIt is very useful to know where the customer

is in terms of the sales cycle.There are lots of sales models to choose from,

but they can all be condensed into the stages shown

AWARENESS INTEREST DESIRE ACTION

What might a demonstration contain at each point? What would the purpose of the

demonstration be at each point?Awareness

Here, the customer doesn’t really know exactly what they want. They need to be made aware of what is available.

Interest The customer is becoming interested in what is on offer,

and would like to investigate further.Desire

Here the customer is beginning to want to buy, but probably has a great many questions that need answering.

Action The sale is nearly in the bag, the customer just needs

helping towards the decision. Here objections and worries will surface.

Opening a demonstration sessionTry focusing the audience’s minds and eyes on

what they are about to experience. You will need to cover at least these things:

What you are going to show them? Why you are going to show it? How does what you are showing them relate to their

business needs? How long will it take? What should the audience look out for in particular? Give interesting details of how the demo was created

and why. What more might you add?

THANK YOU