Whether you're a salesperson or a corporate executive, business presentations to your target audiences are your stock in trade. An effective presentation can serve to communicate your message, enhance your credibility, and close the deal. On the other hand, a poor presentation can diminish even the most promising product or service.

When it comes to a business presentation, procrastination won't serve you well. Preparation is key to successful business presentations. Whether you're preparing for a managing change presentation or business presentations to sell your company's services, always have answers to these basic questions:

Who is your target audience? Gaining an understanding of the needs of your client - whether it's a Fortune 500 company or a mom-and-pop retailer - will allow you to tailor your business presentations to address their specific concerns.

What distinguishes you from your competition? Understanding your competition can give you an edge in your business presentations, since you can highlight the special features of your product or service.

What added value can you give your target audience? Whether you're giving a business presentation at a conference or in a boardroom, think about ways to add value to what you're offering. Value-added items could be a free workbook, an extended service warranty, or a designated support staff person for that account.

Once you know who your target audience is and what you need to present, it's time to determine the best way to communicate your message. You don't have to take a presentation design course to learn effective communication skills through the use of technology. There are many resources on the Internet that can help you design your business presentations to optimize their effectiveness.

Nick Paulus, an executive and business coach who offers online articles on effective business presentations, advises that you "abandon old-fashioned rinky-dink presentations that are a bore, weaken your message, and have proven counterproductive. Go for bright, imaginative and matter-of-fact presentations instead!"

Paulus recommends hard-hitting PowerPoint presentations and offers these tips:

* Create strong headlines on all of your slides
* Use a title page that excites your audience
* Avoid filling your slides with long text; instead, use striking graphic depictions that keep your audiences' interest
* Avoid boring bullet points by replacing them with symbols arranged in a non-linear fashion
* Build up your slide step by step, using "Appear."

Planning for and executing effective business presentations make both you and your company shine. Ask the right questions, and employ the proper technology and techniques to communicate your message while enticing your audience.