10 Presenting to an External Client
Content, Organization, and Delivery for Client-Facing Business Presentations
Presenting to external clients is a key skill in business. Whether you’re pitching a product, proposing a solution, or reporting progress, your ability to communicate clearly and persuasively will impact how your message is received. This chapter guides your team through crafting the right content, organizing your ideas effectively using the Minto Pyramid Principle, and delivering your message with confidence.
1. Content: What to Include in Your Presentation
When presenting to external clients, your content must be relevant, clear, and tailored to their needs. Focus on the following elements:
Objective: Start with a clear understanding of the goal of your presentation. What do you want the client to do, understand, or decide?
Client Needs and Context: Show that you understand the client’s situation. Use data, trends, or client-specific challenges to frame your message.
Solution or Proposal: Present your recommendation or solution clearly and concisely. Explain how it meets their needs.
Evidence and Benefits: Support your proposal with evidence—data, examples, case studies. Highlight the benefits for the client.
Call to Action: End with a clear next step. What are you asking the client to do next?
Key Takeaways
2. Organization: Structuring Your Message with the Minto Pyramid Principle
The Minto Pyramid Principle helps you organize your ideas logically and persuasively. Here’s how to use it:
Start with the Answer First: Lead with your main message or recommendation. This respects your audience’s time and sets the direction.
Group Supporting Points: Under your main message, provide 2-4 key reasons or arguments. Group related ideas into logical categories.
Support with Data: Under each key point, include supporting details like data, examples, and analysis.
Example Structure Using Minto Pyramid
Main Recommendation: Launch a new digital marketing campaign
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- Reason 1: Audience engagement is declining on traditional channels
- Data: 30% drop in print ad responses over 6 months
- Reason 2: Competitors are investing in digital
- Example: Two major competitors increased digital spend by 50%
- Reason 3: High ROI potential for targeted online ads
- Evidence: Case study showing 5:1 ROI on similar campaign
- Reason 1: Audience engagement is declining on traditional channels
This structure helps clients quickly grasp your point and follow your logic.
3. Delivery: Communicating with Confidence and Impact
Delivery can make or break your presentation. Practice these techniques:
Posture and Movement: Stand tall and relaxed. Move naturally but purposefully. Avoid pacing or fidgeting.
Gestures: Use open gestures to emphasize points. Keep your hands visible and expressive, but not distracting.
Eye Contact: Connect with your audience. Look at different people throughout the room, not just your slides.
Voice: Speak clearly, at a moderate pace. Vary your tone to maintain interest. Pause for emphasis.
Practice: Rehearse out loud. Time your presentation and refine any awkward transitions.
Confidence comes from preparation. Know your material well enough that you can focus on connecting with your audience.
Key Takeaways
Successful client presentations are built on strong content, clear structure, and confident delivery. With practice and feedback, these skills will become second nature. Always keep your audience’s needs front and center, and aim to deliver value with every slide and every word.
