Technical Presentations: Property
Case studyTHE Objective
TO CREATE AN EFFECTIVE CPD PRESENTATION THAT WOULD SUCCESSFULLY INFORM, EDUCATE (AND SELL)
Our client is a market-leading company in fire protection and high-performance insulation material for commercial and residential property construction.
An element of their core marketing strategy is to run CPD (Continued Professional Development) presentations for architects who would then potentially engage them to supply their products and solutions for new developments.
Understandably, governing bodies such as RIBA have implemented strict guidelines to prevent CPD providers delivering presentations that focus more on selling products, rather than educating their audience.
Done well, CPDs puts our client’s product or services directly in front of its perfect target market. A win-win…but there were challenges.
The Challenge
Our client was a seasoned CPD presenter and a regular CPD audience member (requiring points for their own career as a senior design professional). It was whilst attending one such technical presentation that they recognised the error of their own ways…
They found themselves on the receiving end of countless dull, bullet-point ridden slides that were delivered with little passion or engagement.
They soon realised that they were delivering a similarly poor presentation experience to their audience and that this was more than likely the main reason they were not getting results from their own CPD offering.
THE EYEFUL SOLUTION
CPD presentations are a tricky beast to tame. Your technical presentation needs to find the balance between providing clarity from complexity while also delivering your intended sales and marketing goals. The powerful messaging and outstanding design in the presentation example below certainly helped our client to gain CPD success…
Step 1
PRESENTATION AUDIT & ASSESSMENT
With a finely balanced sales vs education conflict in mind, we reviewed our client's presentation culture, conducted an online audit of their CPD presentation collateral and assessed their presenter's performance in the field.
Step 2
PRESENTATION OPTIMISATION
This research formed the basis for our Presentation Optimisation™ workshop with key stakeholders to explore their options. We proposed that the new presentation position the company as the leading experts and thought leaders in their field, with a subtle but strong sales message that would still meet RIBA's strict guidelines. We also turned the presentation's focus around 180°, focusing on the audience and their challenges instead of centring on the presenter's company.
Step 3
BESPOKE TRAINING AND ONBOARDING
Following the development of the revised story and impactful visuals, we onboarded the technical sales team using our Eyeful+ service.
The Result
Eyeful was selected to become the consultancy’s global presentation partner, and we now provide our expertise, resource and insight on demand through our Eyeful3 service.
This means our client now has …
A NEW THOUGHT LEADERSHIP APPROACH
A focus on education and demonstrating market-leading expertise. This not only places our client ahead of their competitors but also delivers greater value to their audiences – a real win-win.
ONE COHESIVE STORY
Our client now has a story that they can use effectively for a range of other presentation opportunities, leading to a considerable saving of time and effort across the business.
IMPROVED SALES RESULTS
Our client reports an increased level of interest in their CPD module and a subsequent upturn in sales conversations.
LET’S MAKE THE MOST OF YOUR SALES OPPORTUNITIES
If you would like your sales presentations to deliver the numbers your business needs, then get in touch and we’ll help you to make it happen…
