Challenge: Deliver a memorable presentation so that the brand stands out in a crowded field.

Every year, Heineken brand managers travel from Holland to the National Distributors Conference, a two-day, high-energy, multimedia razzle-dazzle event. It’s an essential moment for sales because this is the best chance for the brand to get ahead in the highly competitive U.S. beer market.

Brand managers have less than an hour to make a compelling pitch to a room of 2,000 jaded beer distributors. Their presentation must be compelling enough to stand out among the blitz of information, videos, and promotions at the conference. They have to convince distributors that discerning beer drinkers in America want a crafted, Old World-style beer. And then they must persuade them that Heineken has the sales power to make beer fly off the shelves.

If that’s not pressure enough, Heineken’s top executives are all there watching.

Solution: Find the style that reflected the speaker’s authentic voice.

Beer drinking is often about bonding. In our workshop, I needed these brand managers to bond with the audience. The distributors had to feel a personal connection with a likable, honest, guy onstage.

Not unlike the beer they make, the Dutch communication style is reserved and refined. An American audience, I knew, might read this as aloof, curt, or overly formal. To connect, the managers would need to loosen up a little, without sacrificing the dignity of the brand or their own European authenticity.

The brand managers had exciting incentives to offer their distributors: tickets to the Super Bowl, ski trips, etc. But they didn’t want an over-the-top, hyperactive hard sell to detract from the serious data and market analysis that backed up their sales projections. It also wouldn’t have been true to their identity, or Heineken’s.

Working side-by-side with each manager, I started by refining their scripts, making edits to capture their own personal rhythm and style. We arrived at an authentic voice for each presenter, one that allowed the manager to come across with authority, enthusiasm, and ease. The goal was to put the audience at ease, as well.

Confidence comes from knowing you have something valuable and authentic to share. I teach presenters to start with clearly defined objectives and end with a persuasive call to action. After we crafted a message in language that felt natural to each speaker, we worked on using voice and body language to project a relaxed yet powerful, commanding presence. The end result were sales presentations that truly reflected what Heineken had to offer.