Are you ‘closing’ your business presentation or are you ‘ending’ it?

There is a difference between ‘Closing’ a presentation and ‘Ending’ a presentation. The difference is far more than the semantics. 

Over the years of teaching people on how to make winning presentations, I find one strange phenomenon. Presenters take a lot of effort to create a good opening for their presentation. But, they hardly take the effort to plan a good ‘close’ for their presentation. As a result, they end up wasting all their effort and end up losing potential business, which they almost had in their pocket. 

If you are a business presenter, here are two reasons why you must take that special effort to plan your close.

·         The aftertaste has a bearing on the decision making process:

The feeling that lingers after the presentation triggers more word of mouth than the feeling during the presentation. 

The reason is simple. When your audience feels good during the presentation, they do not have much chance to express that feeling apart from the odd claps here and there. But, the feeling they carry at the end of the presentation is usually discussed with friends and colleagues.  So, when you build a great argument during your presentation, but do not close it powerfully – you waste your effort.

·         Your Q and A session leaves the last impression on your audience:

Remember, it is not your last slide, but the question and answer session that follows your last slide, which leaves the last impression on your audience. 

Usually, question and answer sessions are a medley of opinions of your audience and you. You discuss everything, from the one off poor service someone received from your company, to the one extra product feature offered by your competition. These opinions stay back in the minds of your audience – unless you take the effort to contextualize those opinions in light of the bigger picture you wish to present. 

 So, what should you do to close your presentation?

·         Summarize after the Q and A session:

Don’t leave the last impression to chance. Summarize your key differentiators after the Q and A session. If possible, make a one page handout listing the top benefits and distribute them to your audience, at the end of your presentation. 

·         Remind them of the vision:

Make a slide that shows happy audience and your product shot. Leave this slide on - during the entire session of Q and A, instead of showing a blank slide.

Allow your audience to envision the ‘better scenario’ after using your product. These are the feelings you want them to leave the room with. 

·         Show them where they can reach you:

Include your contact details – including your email, website and mobile number on the last slide. Allow them time to take it down.

These simple tips will make a winning difference in your next presentation. Try them.

Happy presenting!