Technical-presentations and demonstrations
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This document provides guidance on technical presentations and demonstrations. It discusses the challenges of technical presentations including use of jargon, rigid procedures, fear of technology, necessary background knowledge, and safety procedures. It then discusses effective demonstrations and types of demonstrations. The teaching demonstration is highlighted as an excellent selling tool if rules are followed like introducing the demo clearly and explaining technical terms. The document contrasts presentations with demonstrations and provides tips for opening and closing demonstrations effectively.
Technical-presentations and demonstrations
- 1. TECHNICAL PRESENTATIONS And DEMONSTRATIONS Introduction to Presentation Skills for Professionals
- 2. TECHNICAL PRESENTATIONS tech.ni.cal: having special and usually practical knowledge esp. of a mechanical or scientific subject. b: of or relating to a particular subject esp: a practical subject organized on scientific principles.
- 3. CHALLENGES Technical language (jargon). In most presentations, jargon should be avoided; however, in technical sessions the users must become familiar with the technical terms needed in order to ask other specialists for advice, fault reporting to manufacturers and indeed talking to other specialists in a language that they all understand. Fairly rigid(hard) procedures. There are always several ways of using technology – however some are more efficient than others and these are the ones that need to be shared with your audience.
- 4. CHALLENGES Fear. New users of technology are terrified of it – they are afraid of failing, afraid of looking stupid, afraid of damaging something, or afraid that they will lose their old skills. Necessary background knowledge. It is important for the user to understand the basic principles behind the technology, or the learning is only ‘parrot fashion’, and useless in a situation where a mistake needs rectifying. Safety and legal procedures. There is often a need to know about and perform several procedures that are time-consuming and not particularly interesting (backing up computer disks for instance, or telling the audience where the fire exits are). Making people realize the importance of these is difficult, since most of us would prefer not to undertake the extra effort they require. So, how to overcome these potential problems?
- 5. Sound knowledge on the part of the demonstrator. You must know your stuff, and understand it fully. Preparation is the key here. When learning new technologies yourself, keep a notebook by you and note down which things you found the hardest – these are the very things your trainees will find difficult, and where you will need to spend extra time on the course. A section in your presentation entitled ‘Technical Language. A Glossary of Terms’ is essential – put the main technical terms up on a large flip chart, with their meanings. Whenever you need to introduce a new term, give a full explanation of it and reinforce this several times. It is amazing how many technical terms we use as if they were familiar to the entire world.
- 6. Demonstration dem.on.strate : to show clearly; 2a: to prove or make clear by reasoning or evidence; 2b: to illustrate or explain esp. with many examples; 3: to show or prove the value or efficiency of to a prospective buyer.
- 7. Good demonstration to show visually how things link together; to simplify what may at first seem complicated; to show cause and effect; to explain what sequence of events is needed to use the product; to allay any doubts or worries about the product; to encourage the group/person to use the product; to discover the user’s needs in detail; to show the most efficient way of using the product; to show the capabilities of the product.
- 8. Types of demonstrations There are basically three types of demonstration: the PERFORMANCE DEMO or ‘watch my magic fingers’, the INTERACTIVE DEMO or ‘what would you like to see next?’ the TEACHING DEMO where you pass your expertise on.
- 9. THE PERFORMANCE DEMO This is where the accomplished operator sits down at the technology and gives a virtuoso rendition of that old favourite – ‘I’m doing this so fast that no one can tell what I’m up to but my goodness – the results look impressive!’ There is no place for this in a presentation. It scares the daylights out of the inexperienced and makes the kit look difficult to use. It communicates absolutely nothing.
- 10. THE TEACHING DEMO Excellent selling tool as long as these simple rules are followed: Introduce the demo very clearly: ‘What I am going to show you is ... this will be useful to you when you need to do …’ Do not attempt to do too much but try to link the new skills to existing skills: ‘Now that we know how to log into the system we are going to create a file to work in ...’ This is particularly true when you are demonstrating any machinery that is potentially dangerous. Explain all technical terms in plain English or relevant language. Make sure you can be seen and heard. Don’t hurry, but don’t take too long – the trainees will want to try it for themselves.
- 11. THE INTERACTIVE DEMO Here, the user and the demonstrator sit and work together. This is an excellent tool both to introduce new skills and to help cure any faulty skills. The secret of a good interactive demo is to allow the user to do most of the talking, only joining in to explain or set tasks.
- 12. HOW TO DO IT? Find out from the audience what they need to learn. Find out how much they already know (you can do this by asking them to show you a particular technique). Set a new task, explaining clearly why they need to know this and what the outcome will be. If there is no way that the trainee can work out the new task, then demonstrate slowly, using teaching demo techniques. Ask the user to try it – at least twice. Get them to explain what they did. If they make a persistent mistake, show them again using positive reinforcement. Move onto the next task, linking it to the one just learned. Keep an eye on the time – don’t let them work for more than 20 minutes without a break At the end of the session, ask them to tell you what they have learned. Praise when they do well – but be specific.
- 13. Differences between Presentations & Demos • Presentations need a clear and compelling start • Presentations need a clear and compelling end • Presentations link new information to old • You can always see the presenter • The presenter is the focus of a presentation • The audience can interrupt a presentation if they need to • The presenter needs to concentrate on only their words and the audience • Any visuals back up the presenter’s words • Likewise • Likewise • Some demos show entirely new stuff • You can’t always see the demonstrator • The demo is the focus, not the demonstrator • Most complicated demos have a fixed time and pattern • The demonstrator needs to concentrate on words, audience AND the kit. • The demonstrator’s voice backs up the demonstration Presentations Demonstrations
- 14. Presentations Demonstrations • If the equipment breaks down it’s under the presenter’s control • The presenter can see the audience’s reactions • The presenter can move about • The volume of most presentations is based on the presenter’s voice • Only a few presentations need a change in the ambient light • Presenters usually know a great deal about their audiences • A presentation is always tuned finely to audience needs • Most presenters feel comfortable with what they are saying • If the kit breaks down you may need help • The demonstrator must concentrate on the kit • You are tied to your kit! • The demo may be so loud that your voice will sound weak in comparison • Some demos need to have the lights lowered • Sometimes you don’t know who is in the audience until it’s too late • It should be the same • A demonstrator may be comfortable with the kit and the demo but a little unsure about the business issues
- 15. DEMONSTRATIONS Demonstrations need a clear and compelling start. What are they going to see/hear? Why are you showing them this? What will fascinate them? What will amaze them? What questions will the demonstration raise in their minds? Use the start of the demonstration to tell them all this – prepare them and put them into a state of active looking and listening.
- 16. Demonstrations need a clear and compelling end. Try to end on something that will show them that what you are demonstrating can do something for their business. The demonstrator needs to concentrate on words, audience and the kit. Talk about multi-tasking! If you know the demonstration well, look for the following: the audience suddenly sits up (interested); the audience leans back (comfortable and reassured); the audience gasps and draws breath (interested); people whisper to their neighbours (interested).
- 17. The sales cycle It is very useful to know where the customer is in terms of the sales cycle. There are lots of sales models to choose from, but they can all be condensed into the stages shown AWARENESS INTEREST DESIRE ACTION
- 18. What might a demonstration contain at each point? What would the purpose of the demonstration be at each point? Awareness Here, the customer doesn’t really know exactly what they want. They need to be made aware of what is available. Interest The customer is becoming interested in what is on offer, and would like to investigate further. Desire Here the customer is beginning to want to buy, but probably has a great many questions that need answering. Action The sale is nearly in the bag, the customer just needs helping towards the decision. Here objections and worries will surface.
- 19. Opening a demonstration session Try focusing the audience’s minds and eyes on what they are about to experience. You will need to cover at least these things: What you are going to show them? Why you are going to show it? How does what you are showing them relate to their business needs? How long will it take? What should the audience look out for in particular? Give interesting details of how the demo was created and why. What more might you add?