Part 1: Building the perfect hook - The Blueprint to Winning Shortlist Presentations
One of the biggest mistakes I see companies make when it comes to shortlist presentations is making the presentation all about them. So often, firms only talk about their experience, their data, their technology, and their teams.
A shortlist presentation is your persuasive pitch to get the client to hire your firm. This means the hook needs to appeal to the client's desires, make a connection, differentiate your team, AND start to build trust.
An excellent can't-look-away hook has two main pieces.
It focuses on the client's goals or challenges.
It appeals to the client's emotions, survival, or status.
Let's say you're presenting to a world-renowned cancer center to renovate an old research tower. Instead of kicking off your presentation by sharing the work you've done and the impressive expertise you bring to the table, focus on the client's goals and challenges and why this project matters to them – appealing to their emotions, survival, or status.
Here's an example (the goal is in blue, the challenge is in red, and the appeal to their emotions/survival/status is underlined):
MD Anderson is one of the world's most respected cancer centers. You're undertaking the Research Tower renovation because the institution needs modern, flexible, efficient research and education space. We understand the project needs to strike a balance of current research needs while also preparing for the future of research so that you can continue attracting the top researchers and securing funding. This afternoon, we're going to share just how you can strike that balance.
See how this hook concisely describes the challenges of a project and the client's goals, all while appealing to their emotions, survival, or status?
A hook with these key pieces gets the selection committee's attention within the first 30 seconds.
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