“Speech is power: Speech is to persuade, to convert, to compel.” — Ralph Waldo Emerson
As Ralph Waldo Emerson so eloquently put it, speech has such power. So how can you use this power in your business presentations to get the audience to agree to the idea or product which you are trying to sell?

If you face problems with your nerves, you may find good advice here. Or if you need some guidance with the delivery of oral presentation, you may get some good advice from the Give Better Oral Presentation series found here. This article focuses on the structure of a good business or sales presentation.

You’ve hooked the audience with an interesting attention grabber. What comes next? The body of a sales or business presentation has the objective of selling the product or the idea to the audience.

Read more in Business
« Fewer Surprises
Seven Questions Every Business Owner Better Ask »

The following PICTURE highlights the structure that every good business presentation should consider after the introduction.

P – Problems, namely your customers

The body of a business presentation should beginning by highlighting the problems that it intends to address. In this section, you should talk about why the shortfalls of the current situation and impress upon the audience that something needs to be done to handle this problem.

I – Implications, the negative implications of these problems

After illustrating the problems, you next proceed on to a discussion of the possible implications if no action is taken. This could include hidden or future problems and how they might impact on the people involved.

C – Criteria and the various aspects of your solution

After a discussion of the problems, the next task is to shift the focus on the solutions which you propose. Discuss the needs that it will satisfy and how it will benefit the audience, both their immediate needs as well as their future needs, if applicable.

T – Talk about the implications of your solution

Elaborate upon the implications of your proposed solution. Discuss the hidden or future needs it might satisfy. Make favourable comparisons with alternative solutions and show why your solution is better.

When making comparisons or talking about your solution, a good idea would be to substantiate your proposal by quantifying the facts if such information is available.

U – Urgency, illustrate the urgency of the situation

After you have highlighted the implications of your solution, you will then need to impress upon the audience of the urgency of the situation. Illustrate the benefits of decisive action and or the negative implications such as lost of income/productivity/pleasure that may be incurred as a result of any delays in adopting the proposed recommendation.

R – Results, illustrate the benefits that will result from your proposal or product

Summarise the benefits and why it is the recommended course of action. (Low cost of action? Good cost benefit ratio?)

E – Endorsement from the audience.

The last part of the body illustrates a call to action. Complete the deal by obtaining the endorsement from the audience. This is the time where you try to close the deal or get the approval which you seek.

The structure of a business presentation is important. Paint a good PICTURE and the audience will follow. Through the application of these tips, I wish you the best success in your future business endeavours.