A large account was on the line, six attendees from the CEO to every executive level in between were in the room along with me, our sales rep, our presentation tools, audio-visual equipment and know-how. It was all on the line. Within 2 hours leaving Greensboro we found ourselves in a perfectly maneuvered boardroom, outfitted with every amenity possible. And our job was to convince (or at least persuade) this diverse group of decisionmakers that our firm had the right solutions for their situation.

Let’s take a look at 12 very specific, how-to-do-it tips that can help you make a powerful, profitable, persuasive group presentation. Here they are:

• Know what you’re getting into before you get there. Who are the attendees, their roles, personal agendas and professional concerns? What is the competition, when are you presenting (it’s best to be last), what is the room configuration, audio-visual capabilities, seating, layout and design.
• Develop an internal advocate. One person in the group who can provide the aforementioned information, supports your cause and will guide you through the process.
• Carefully prepare your presentation – but don’t memorize it. Be flexible and able to handle every contingency. For example, don’t be tethered to a computer presentation only to find your bulb has burned out and you don’t have a spare!
• Arrive at least 45 minutes prior to your presentation and make arrangements to have sufficient time to assemble the proper room arrangement, audio-visual set-up, development of your comfort with the facility and to make any last minute changes.
• Visualize yourself being successful. Mentally rehearse your presentation. But only do it in the actual room! Yes, even after more than 3,000 presentations I still mentally rehearse my success formula before anyone enters the room.
• Check, double check and triple check equipment, sales aids, tools, flipcharts, seating arrangements, visibility, lighting, air conditioning or heating, marking pens, microphone – anything that could possibly be a disruptive influence on your presentation. Be sure you have a checklist for all of your equipment and double check it before you even leave your office!
• Don’t overdress or underdress. Learn the culture of the organization before you prepare. You don’t want to appear to be formal or even arrogant, just as you don’t want to appear too casual.
• Greet as many participants as possible as they enter the room. Develop a sense of trust and mutual appreciation. Do your best to develop an awareness of which participants are potential allies or adversaries. Use your intuitive insight to identify both warm and cold responses from the group.
• Keep your presentation simple. Don’t try to make too many points. Only make the presentation after you have adequately determined the exact needs or solutions to be addressed. Be absolutely sure that you don’t have too much material for too little time.
• Don’t turn down the lights! Invest in equipment with sufficient illumination to allow for bright, easy viewing, without having to make the room too dark. Be in a position to observe the reactions of attendees. Don’t let them go to sleep!
• Never apologize for your lack of experience in presenting to a group, uncomfortability with equipment, errors in presentation or anything else. In fact, if you make an error, never admit it. There’s a good chance that you’ll be the only one who knows it!
• Ask what the next steps will be. Never leave without ascertaining the exact procedures that will occur following your meeting. Whether it is a date for a decision, subsequent meetings or additional information that may be required, be sure you know exactly what to expect or provide.