DO YOU HAVE A “DECK?”

WHAT IS A DECK

A deck is a business slang term referring to a Power Point presentation printed out in landscape format and stapled at a corner. Decks are popular for business presentations since they are

• Not Dependent on Technology – no computer, I Pad, Projector or technological integration problems.
• Handy for Note Taking Capability – if every participant is handed your deck before you begin to present, they can follow along and take notes on the document, which is also a leave behind.
• Easily Customizable and Personalized – you can include a cover page that demonstrates the deck is specifically designed for the group you are presenting to, and you can even populate the deck with photos of the group’s facility. 
• Easy To Use Anywhere – Applicable for conference rooms, across the desk one-on-one discussions or even outside if you present before or after you do a demonstration.

What I am suggesting is that you have a standard DECK set up on your computer that you merely customize in minutes when you have an opportunity to present or pitch to a commercial or governmental prospect. Your deck is a customized brochure.

WHAT SHOULD A DECK INCLUDE

Long ago I studied military communication.  In that world, where miscommunication could mean lives lost, there was a standard format for every presentation. (Memo, Speech, Letter, Conversation)

• First – Tell them what you are going to tell them.
• Second – Tell them.
• Third  – Tell them what you told them.  

This translates to a deck for a concrete lifting business which includes:

• THE COVER PAGE – Depicting Your Name with Your Prospect’s Name together
• THE WHAT PAGE – Your Capabilities
• THE WHY PAGE – An Overview of ADA Compliance and Aesthetic value
• THE HOW PAGE – An Overview of Concrete Lifting Processes
• THE DIFFERENTIATION PAGE – One Half the Cost of Replacement & More
• THE WHERE PAGE– Similar to the WHAT PAGE – Walkways, Machine Bases, & More
• THE OFFER PAGE – Price/Value Proposition and offer to do a facility audit where you will ID their vulnerabilities
• THE CLOSE PAGE – Summary of Content of each of the previous pages

The key to success is a crisp, short presentation with concise bulleted copy which spawns questions and interactive dialogue with the prospects. Decks can be as long as you wish, and the HMI marketing department can support you with graphic enhancement which can assist in sharing information.

THE KEY TO SUCCESS WHEN USING DECKS

“NEVER READ YOUR DECK WHEN PRESENTING!” You may have heard the phrase – DEATH BY POWERPOINT! This describes the hateful experience of listening to a presenter who does nothing but read his/her slides. This behavior is more powerful than any SLEEP SUPPORT DRUG. Instead, pick one bullet on each slide and then elaborate on that one topic. Your audience can read the rest and will ask you questions if they do not understand any content.

THE TAKEAWAY

As you grow your concrete raising and leveling business, you will more than likely expand beyond the residential segment. When you do, it is equally likely you will be required to present your offering to a decision maker or group. A “DECK” is a great tool to keep your presentation on track and to demonstrate the professionalism that will get you the work.

Paul DelFino is a principal in the consulting firm Opportunity Inc. For over three decades he has assisted entrepreneurs in growing their businesses, responding to economic downturns and merger and acquisition activity. He has consulted with HMI and RaiseRite for over two decades. His publications include “Avoiding Skewed Entrepreneurial Strategies” available from all online booksellers.