Giving a presentation, according to a Rogen client, is like having an affair: it is easy enough to start one, but it takes real skill to end it.

Some claim with good reason that the power in a presentation is in its ending. That is when it all makes sense, when the lights come on, when the audience says, "Wow!" Yet time and again we hear the same ending: the presenter seems to run out of things to say, then lamely asks, "Any questions?"

The final five minutes of a presentation provide the opportunity for the speaker to summarise all the key points made, then arrive at a conclusion that is so logical, so obvious, that the audience starts nodding.

And the key is in the lead-up to the conclusion. Great presenters summarise beautifully, reminding listeners of one, two or three key points from each part of their presentation. They draw together the background, the evolution of the plan, and the climax ... and it all makes sense.

There is absolutely no chance that the audience will remember all the key points made in a two-hour presentation. But when you summarise for them, it should all make sense. It is the task of the leader in a team presentation to take notes as the presentation evolves, so that when the time comes to summarise, there are a few crystal clear points to be made. If you are the sole presenter, then do it yourself. If it is a team presentation, the pitch leader should take responsibility.

The important thing about the summary and conclusion is that you do the work for the audience. Let them relax and enjoy being sold.

Rogen International coaches businesses and individuals in persuasive face-to-face communication skills. For information contact Jeffrey Markley at markley@rogen.com.sg.