Presentations are an important way to share ideas and gain support in any organization. But not every audience is the same. A presentation that works for decision-makers may not work for influencers. Decision-makers are the people who have the power to approve plans, budgets, or projects. Influencers, on the other hand, are people who can shape opinions and encourage others to support an idea. Knowing the difference between these two groups helps you design presentations that truly connect and make an impact.
Understand What is Important to Your Audience
The first step is to understand what your audience cares about. Decision-makers usually focus on results, risks, and return on investment. They want clear facts and data to help them make confident choices. Influencers care more about people, values, and how an idea fits into the bigger picture. They respond to stories and messages that appeal to emotions and relationships. For decision-makers, focus on logic and evidence. For influencers, focus on connection and meaning.
Adjust Your Strategy
When presenting to decision-makers, clarity and efficiency are key. These audiences are often short on time and expect information that helps them act quickly. Presenters should summarize the main points early, use data to back up claims, and highlight the impact on goals, costs, and timelines. Visuals should be clean and straightforward—charts, graphs, and bullet points that clearly show outcomes or comparisons. The tone should be professional, confident, and solution-oriented.
When presenting to influencers, the approach can be more conversational and engaging. Influencers respond well to stories, examples, and visuals that connect emotionally. Instead of focusing only on numbers, presenters should explain the “why” behind an idea and show how it benefits people, teams, or the organization’s mission. Using visuals like photos, quotes, or short videos can help make the message more memorable.
Be Prepared for Different Questions
Decision-makers will likely ask about results, costs, or risks. Influencers may ask about teamwork, communication, or how others will react to the change. Being prepared for both types of questions shows that you understand your audience and builds trust.
Effective presentations are designed with the audience in mind. Decision-makers need clear, fact-based information that helps them make decisions. Influencers need inspiring stories and messages that build support. When you tailor your presentation to fit each group, your message becomes stronger and your chances of success increase. Learn more tips for designing the perfect presentation by enrolling in our Presentation Training courses. Call today to learn more and find out how we can help you become an expert presenter!