PRACTICE & TECHNOLOGY ( | Making Your Presentation Visual by Edwin P. Mortow, CRFC, CEP ‘THE PRACTICE nthe Jue 199%6 issue ofthe Journal, this column outlined hasie organs tional elements to consider when. putting together a client presentation. In this issue, we will discuss the visual com ponent of your presentation, which, if developed carefully and professionally, will lave your prospective clients with a positive, lasting impression Display Equipment The best method for displaying comput ex presentations is a video projector These used to cost $15,000 to $25,000 but have come down significantly. The primary lines are Proxima and InFocus Systems, The latest multi Proxima module DP2810 has 300 ANSI Tumens, which means that i can be used without turning off other lights. However, the presentation will have onitor—17 inches to 23 inches, Cost will sary from $700 eo $1,110. The fourth choice tor. Mast 15-inch models have vertical 0 15.inch mont aexl horizontal adjustments that ext be sed to expand the image to the sides of J monitor. The actual viewing image Is much mote than 14th larger than a 14-inch monitor. Costs $300 to $40. The fifth choice is an ative ma Alsplay om a laptop computer. These ‘malls cost $600 ro $1,000 more than the passive mat (dual scan) display The passive matrix panels fade substan from 90 ves. Iris ificule for a planner to see Willy when the angle weers de this clearly when positioning the view othe prospec. New vileo project extremely effective, Although still a bit pricey, they are extremely versatile an subely dramatic, For group prese ‘An organized presentation helps you convey to customers what they can expect and what they cannot. more impact if there are no lights reflecting directly on the sereen, Wall wash lights and spots thae do not shine ‘om che screen ae desirable “The second choice isa video panel thac wes an overhead peojetor fo light This increases the numberof equipement ‘comnpements. Because the light must be rmirored through four panels of las les illumination gets to the sereen Hovwever, the costs ate much les. “The thind choi a large computer 78 an electronic laser wand is very effective and can perform the mouse funetions as ‘wel as point to items you wish to emphasize. One aban projection f that it permits the develop of computer ment of custom presentations and visual aids to display a client's investment per formance, risk and problem analysis in adlition tothe marketing presentations ‘Can you use a laptop for presenta tions? Yes, especialy ifthe presentation takes place in remote location. But in your own office it isnot a expense to use a separate m your laptop. Nearly all laptops permit simultaneous display, so you ean view the laptop screen while your prospects ans client easily view a 15-inch or lar er monitor. Prices for 15-inch adjustable shout $300. IF peop outside the office, thon give strong considers you wil frequently use tion to. laptop model with an active matrix color display. Ie sight cost $600 ‘$1,000 more, bu che impaeri signifi ant. Of course, if you wll always use a video projector or ovelead panel, then you can save money on the les expen sive passive matex laptop display Pay careful attention to lighting. The use of audiovisuals will require care ful attention to lighting. You will wane ambient room light that is noc ditected on the presentation screen oF monitor. It is not expensive to have overhead lights revved and some new “wall vos hihts ‘nwtlle Visual Aids Should you use visual ads in your pre- sentation? Ate magazines and billhoard sak meely a black and white list of product features? Would you buy a sophisticated product or service from a Acaler who had no brochures? Would you buy a TV withoue viewing the pie- ture quality? In every aspect of purchas- ul de smatie presentations Tf you are prepared rouse wna aids in your presentation, and the client stops you and sys, "You don’ need to explain, | know wha you did for John Journal of Financial Planningith and I'm ready to proceed” you very close physical proximity, which is points? A list of items, such a five or six might be able to skip this step. However, disturbing to some participants. Colored reasons why something is recommended, you may not want tl Am organized pre flip charts also are dfcul for the uset ‘or components ofa problem, can be sentation helps you convey to customers revealed two ways. The quickest metho! what they ean expect and what they Compater software naw enables ‘causes the entire lit ro appear at once: cannot profesional to use a prepared present However, PowerPoint permits the user to By placing importance on your expla tton—and to easly make customizations reveal the points one at time, with the nation, you are empha without training or much time. While lise o ing the sgn ighlighted. While the presen cance ofthe client providing you with there are many visual programs, such as tation will tke Jonger, comprehension ts accurate information and a fall expres- Harr Graphics, Corel Draw and improved. sion of attitudes and objectives. By st Presentation, the mest willy use is “How significant are exotic graphies? ting the stage properly, you will make Microsoft's PoaierPoine. Iris inc the customer perform his or her role more approptiataly: The ute of audio (in aS aa visuals send message: "This is mpor- es as Actually they can bea drawhaek to-8 tat enough ors to onganie ae rch: Clients or prospects might wonder if you are really tra.” Woul! yo tally want a cient capable of outstanding performance if you do not display who sa, dont need ro know about access to cutting-edge technology. your service—just sign me up!” Would a plastic surgeon operate on the potient ‘who std, "I don’t care about all the risks on of che core programs in Micros financial planning presentation, and potential complications —just got Office, a suite of sofewte programs Graphics should illuminate the iss, ‘your scalpel cut and cut somewhere ‘which includes Wend and Excel. These that not become the central theme. The quickly!” are even import routines so that material respect wants to understand how the ‘Many physicians are now requiring sleveloped in one program may be used advisor perceives his or her problems clients to acknowledge in writing that in another. and the economie universe, how the ser they have viewed videos or sat through Vice will be delivered, and what ate the detailed explanations and has all thee How to Use a Computer Presentation ‘expectations. An effective presentation questions answered before surgical pro- shoul be clea, colorful and illustrat cedures ar initiated. The principle of ‘The user ean install a butch cornmand Jhut not exotic. The fees should be hase informed conseor i jost as relevant with chat immediately Launches the services fon the planner, noe che computerization, rmioney as iti with health, presentation series. From that point the 2urent advertising and television What type of visual aid fits best? mouse is wed toadvance sles by click programming emphasice a high-1ech The use of 35-mm slides is less effective ing the left barton. The righ button approach. Clients or prospects might because they require lighting levels to be returns ro the previous slide: wonder if you are teally capable of out very low. A slide projector presentation PowerPoint peemits the wer to“hide” standing performance if you do not dis- 's not easly portale toa client's home certain slides fom normal sequence play accesso cutting-edge technol or busines. viewing. However, an indicator icon The time and financial commitment you “Transparencies enable mach better appeas i the lower right corner, and rake to ensuring quality presentations ‘eye contact, but ate not convenient the financial advisor may reveal the hid- gay be the difference in whether you when you want to shife images frequent den slide if deste. The PowerPoint pro acquite a valuable new client othe ly inorder co cover alot of material in a gram permits the wer to mark special financial advisor down the steet does. shore ime. They re much hetter sited words or points, A marking icon appears fora elasstoom ot seminar setting whe Inthe lower right comer If the mouse Edin P. Moron, ChEC, CEP, i pres you have the rime to change sheets and pointer is placed on that scon and det of Fanci Planning Consultants, might even want to mark them wp clicked, the mouse becomes a marker firm based in Middleton, Ohio. He isa Furthermore, both slides and transparen- Holi the left button and cincle a word or comsuane wo financial dissin the aeas cies are best provided by a professional phrase. By clicking on the icon again, of racice management and computeria vvendor—and are not easly altered by the regular side advance process sn, the professional advisor resumed, You will not he making any Flip charts can be effective if there permanent marks on the presentation, are only two or three people present dure In fac, the marking will disppear as ing the presentation. However, the seat soon as you move tothe next slide. ing arrangements are erties. Ie forces How can you present a series of SET EEEEEE— August 1996 m0