Sure thing! How do you create a presentation? But before answering this question, let's address another: Why do we need to publish such an article? Simple: because many times, at the conferences I've attended or organized with my colleagues, we've encountered speakers whom nobody listened to, speakers who didn't know how to sell, speakers who, despite holding very important positions in the companies they represented, did more harm than good by being at the microphone. Ironically, sometimes, even though the room was full, some of them would later express dissatisfaction: "We didn't get results." Well, how can you when you don't know how to give a presentation!? I, as the organizer, sold you minutes and brought an audience into the room. Selling is your responsibility, not mine! It's like a show: the manager can sell tickets, but if the artist is weak, it's in vain! On the microphone, you're an actor, not a businessperson!

Self-sufficiency

Unfortunately, due to a large dose of self-sufficiency, the business environment can be harsh. Many believe that maintaining a rigid and frowning attitude will improve their business. And when it comes to representing a company's interests in front of an audience, they become even more stern and rigid.

It can be different: they can be relaxed, they can smile, but they must still adhere to corporate standards, which they should never violate. Both attitudes are counterproductive. Of course, those designated to give a presentation can be excellent professionals. Of course, they know the product they want to sell perfectly, and if they were to engage in a one-on-one conversation with a potential client, everything would be fine.

But in front of the microphone? In front of an audience? Definitely, the attitude needs to be different. First and foremost, the person representing a company in front of an audience must be carefully selected. Those making the decision must consider criteria other than just their position in the company or their level of professional training.

Above all, those who choose the speaker to represent them must be aware that, in front of the microphone, that person will be primarily an actor. They must know how to capture the attention of an audience that is equally well-prepared but very careful with the money their companies have spent on attending the event. This is a demanding audience, and above all, a frugal one! They must be likable and, at the same time, explain the advantages of the product they are supposed to sell because that's why they purchased presentation space from the event organizers.

Of course, not everyone is gifted with talent. But even small inclinations can be trained. Therefore, the company must prepare its speaker, whom they will use for years, by sending them to take lessons in diction, non-verbal language, public speaking, and essentially, acting. The expense may be substantial, but the gain will be commensurate. Where should they be trained? Yes, even at a drama school.

Don't laugh, that's what major Western companies do! As for the "actor" returning to the status of a businessperson, this will happen later, when signing future contracts.

Some basic tips

To go beyond the general considerations mentioned above, here are some basic tips offered by Terry Gault, among others, a lecturer at the University of Kent's School of Acting, which not only trains speakers for major companies but is also attended by BBC newscasters:

• Greet the audience with a smile. The audience will instinctively react with a smile as well.
• If you are a lady, choose a smart dress. Don't let your physical appearance distract from what you're saying.
• Speak clearly, confidently, and firmly. The distance between your lips and the microphone should be no more than 1.5 cm.
• Give the audience time to "absorb" each point (Have you noticed how comedians do it? They deliver a punchline, then pause briefly for applause.)
• Don't speak monotonously. Lift your gaze and address the audience.
• Establish "dialogue partners" in the audience and appear to address them.
• Use silence to emphasize strong points. The audience will know something important is coming.
• Engage with the audience during the presentation to encourage them to ask for details.
• Eye contact is crucial to maintain the audience's attention. Don't force the audience to focus solely on slides. Try to involve everyone, not just those in the front row.
• Gesture with both hands. Low-performing speakers keep their hands on the podium or in their pockets! Don't stay stuck in one place or hide behind the lectern! Effective speakers move around the stage, capturing everyone's attention and engaging different parts of the audience successively.
• Don't be pompous, authoritative, arrogant, or boring!
• Don't look at your notes too much; it suggests insecurity.
• Use humor moderately and intelligently, perhaps by sharing amusing stories that highlight the benefits of the product you're presenting.
• It's normal to feel nervous. This is a good thing because it makes you more energetic. (But, like actors, turn your emotions into creative energy, not fear!)

DO NOT EXCEED THE ALLOCATED TIME!

Ten common mistakes

1. Insufficient use of gestures and movements: Most presenters are afraid to gesture and use space, resulting in a rigid attitude. Ignorantly, the speaker will wonder, "What am I doing with my hands?" The answer comes from theater: "Use them intelligently!" Fearful, the speaker will ask, "What do I do with the stage?" The answer also comes from theater: "Use the whole stage."
2. Lack of energy in expression: 80% of presenters do not expend enough energy, showing the audience that they are uninvolved and uninteresting. Energy leads to charisma, charisma leads to audience empathy, and empathy leads to product sales.
3. Excessive self-confidence: Just like in theater, excessive self-confidence is irritating.
4. Insufficient preparation of the presentation: It's not about the product details but the "score" that needs to be "performed."
5. Overemphasis on technical elements: Power-Point, AVI, doc., Explorer, isn't it too much!?
6. Too much material in the presentation: 1. The audience will start wondering when you'll finish so they can get a coffee. 2. Three minutes after it's over, the audience will forget what you talked about. 3. You put yourself in an embarrassing situation where they might cut off your microphone.
7. Rushing: Expressions will lose their impact. Slowing down and using more pauses will give the audience time to absorb the information and allow you time to formulate concise and conclusive ideas.
8. Excessive presentation of data: Incorrect! Tell a STORY about a product. Technical details are presented in individual dialogues (Leslie Bradshaw, COO Big Data: "A presentation is like an iceberg: above the surface is the image, the story, and below the waterline are the technical data").
9. Vulnerability: Totally inadequate stage presence caused by emotion, insecurity, and fear. It's not the speaker's fault but the person who designated them to give the presentation (Brene Brown, TED Manager: "The word 'courage' comes from the Latin 'cor,' meaning heart. So, speak from the heart, tell stories that sell the product, not ones that show how good professionals you are!")
10. The speaker takes themselves too seriously: Many speakers tend to be very serious and formal instead of being authentic. Excessive formality can earn respect, but what value does respect have if the audience doesn't want to spend time with you later!? Networking moments are known for making deals.

In addition to all these negative points mentioned by Terry Gault, I would like to add one more:

1. "Romgleza," more precisely, the sprinkling of the Romanian language with English words when it's not necessary.

As an unfortunate example, I distinctly remember a moment about eight years ago at a symposium organized by the infoGROUP agency, where a speaker presenting some automated milking equipment said word-for-word, with an accent similar to that used by Alexandru Arșinel when he wanted to pretend he was an American in Bucharest: "Using our equipment, the milker will PERFORM better on the cow's udder" (sic!). And, mind you, he was Romanian! Don't forget that! After a few years, the company withdrew its representation from Romania!

N.A.: I deliberately chose the illustrations for this article because they tell us one thing: "To sell without showing the product, THAT IS THE TRUE ART OF ORATORY!"