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Practicing qualitative positioning

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in Office Communication,Workplace Communication

Most presentations include the delivery of quantitative information, defined usually as the hard numbers, results or benchmarks that indicate achievement of specific numeric goals like revenue or customer acquisition.

While focusing on the numbers is important, including more intangible qualitative elements in a presentation can be a very effective tool for telling the story behind the numbers. If you frequently present to high-level executives, board members, professional societies or press organizations, consider adding some qualitative information to your slide deck. Include these aspects:

  • Brand awareness. Numbers only tell part of an organization’s story. Including some brand focus into a data-oriented presentation helps to elucidate how you achieved the goals. Example: Include short references to customer testimonials, product reviews or press notices, preferably between data points.
  • Research breakthroughs. Highlight your organization’s product development focus by incorporating a look at the quantity and type of any product or market research undertaken over the time period framed by the data points you’re delivering. Emphasize the impact on both your organization’s performance and the marketplace as a whole.
  • Customer satisfaction. Foreshadow future performance by giving your audience a look at the organization’s efforts to build a loyal customer base through exceptional service. This is an excellent opportunity to highlight your best customers or partners using short profiles that point back to quantitative data like growth and acquisition targets.
  • Talent acquisition. Make the numbers more impactful by telling the stories of the people behind the performance. Shine a light on your ability to attract and retain key talent, and include a few success stories that highlight the horsepower provided by your superstars.
  • Community integration. Link your success at delivering strong numbers with your organization’s integration into the surrounding community. Profitable and successful organizations deliver real value to the local community through job growth, service opportunities and reinvestment. Make a case for how the intangibles of community integration directly impact tangible results.

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