The Question: Why Should I Care?
Everyone asks this question before making a decision.
“Why should I get myself a new phone?”
“Why should I care about this new car fuel?”
“Why should I buy a $3 custom hand-crafted coffee instead of an instant mix?”
According to author Jim Aitchison, these questions are all based on standards that people have built over the course of their lives.
If something they see meets these standards, it becomes relevant to them. This also applies to clients during business presentations: They need to know why they should care about your topic.
As presenters, it falls on you to make your pitch relevant to your audience. Relevance allows you to establish why the topic must matter to the people hearing it. If your topic offers no clear benefits or implications, you won’t establish a strong connection with your audience.
Without that connection, it becomes harder for the audience to spend time listening to your pitch and buy your idea. Get an idea of your client’s standards to find out how you can
Get an idea of your client’s standards to find out how you can relate to them.
Importance of the Question
1. People Want Benefits
Your audience spends time and money to hear you out. Give them something interesting in return.
Give them something interesting in return. A bland and technical explanation just makes your PowerPoint look like a boring lecture. As brand communication expert, Carmine Gallo, suggests, properly explaining what your pitch means for them will immediately make your topic and your presentation more relevant.
2. They Need To Connect the Dots
Now that you’ve presented what your topic is, tell the audience what they get out of it. Give a concise and exact description of what your idea does (Sullivan, 2008). Visual demonstrations can do more for you than verbal explanations can.
Will your new computer parts allow people to work faster? Will your new earning figures translate to tangible and enjoyable gains for the company?
Answering these simple questions can tell interested parties why they should be interested and approve your proposal. Everything relies on your ability to connect the dots and establish how your topics affect the people you present it to.
3. They Want to Have Fun
When Steve Jobs presented the iPod Nano in 2005, he asked the audience what that smaller right-hand pocket inside your pants was for.
Once that left the audience guessing, he pulled the device out of that pocket.
Jobs brought up a seemingly overlooked part of everyday fashion by making it useful and relevant. He presented a simple fun fact about his company’s new device instead of merely describing it verbally for a more memorable performance.
Your clients are ultimately the ones that will either approve or reject your pitch. Getting that approval and investment is the bread and butter of any salesperson.
Presenters must make an effort to make their topics relevant whenever possible. Find out which standards your clients use when making their decisions. Then, fine tune your business presentation’s content.
Convince your clients that their hard-earned money will be well invested and have tangible benefits for everyone involved.
“Adding Visuals to Your Technology PowerPoint.” SlideGenius, Inc. Accessed May 25, 2015.
Aitchison, J. (2004). Cutting Edge Advertising: How to Create the World’s Best Print For Brands in the 21st Century. Singapore: Prentice Hall.
Gallo, C. (2010). The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience. McGraw-Hill.
“The Question to Answer for Effective Business Presentations.” SlideGenius, Inc. May 25, 2015. Accessed May 25, 2015.