| You’ve likely heard that fear of public speaking edges out fear of death in most people. But, you are not most people. You run a business, present your thoughts frequently. Likely, you feel you come across well. While that may be so, you probably know that your new hires or others in the company may not be as facile. You also know you cannot open their heads and ladle in your communication skill set.|
Still, presentation basics rule, especially when you want to bring in new or increased business.
Know Your Audience
• Who is your audience?
• What are their needs and desires related to your products and services?
• What possible concerns or fears could they have?
• Show/state why your offerings could resolve their concerns or fears better than other options.
• Know how your customer or prospect fulfills their relevant needs.
• Consider possible objections or reasons to reject what you offer them.
• Consider how your offerings overcome each individual objection or reason.
Build on zeroing in on your audience, each time, every time. In this step, you do the work. Describe in writing who will be hearing your presentation. Write down the desires and needs your offerings fill in a superior way over other offerings available to them.
You know your audience wants to gain advantage. List clearly advantages and benefits of each of your offerings individually and as a package. You want to show them becoming better off than they are now in both the short-term and the long-term.
Objections, reasons for saying “No” to any and/or all of your offerings will come up out of that change could make them lose rather than gain from saying “Yes” to you. You need to anticipate these with solutions to overcome each one. This prepares you, even when they come up with objections you have not anticipated.
Keys to Preparing Your Presentation
• Be aware of honoring and respecting your audience
• Appeal to their Three Will Motivators: Desire for Gain, Fear of Loss, Desire to be Thought Well of and Respected
Building Your Presentation
➢ Opening Hook/Grabber with demonstrative picture
➢ Describe problems what you offer them will solve
➢ SALT with Curiosity Builders or Questions often, to hold attention and prevent mind-wander
➢ Use Enthusiastic Pictures to make important points penetrate in unforgettable ways. Stress benefits and address objections and reasons they may state not to go along and feel motivated to buy
➢ Use Testimonials whenever possible, statistics, industry experts to seal your credibility
➢ Compare and Contrast other options available to them to show your offering/s as superior
➢ Close presentation with a Brief Summary. Tell them concisely what you told them.
Specific Communication Appeal
Lead with a hook each point so your audience hears you with understanding each and every time you make a point. Hooks help this happen:
Hook No. 1 - Strong Surprise Statement that catches their full attention
Hook No. 2 - A Personal Reference
Hook No. 3 - A Specific Question
Beyond your opening statement, you need to pay attention to make sure you are holding their interest by convincing them you understand them and their problems you hope to solve.
Strong personal references bring home the SALT to the steak on the listener/s’ plate. It’s all about how you can help them achieve what they want. SALTing keeps them thirstily interested. SALT statements keep them focused on your subject without mind-wander. Create sound bites, humor, quips, wit, and facts and figures to reel them in.
You want to appeal to the emotions which cause people to act. Use Emotional Word Pictures. Give your audience the gift of understanding their needs and feelings, penetrating, embedding them. Always all about them, about you solving their problems for them with your offerings/ideas. Jesus and Ronald Reagan did this with their Emotional Word Pictures.
Why Emotional Word Pictures Work
1. Grab people like a hook
2. Can work to change people's beliefs and thinking
3. Breathe vitality into your communications
4. Memorable, long-lasting
5. Help people feel what you feel
6. Can correct other’s behavior in a nice way by a picture “aha” moment
7. Can bridge Female Right Brain and Male Left-Brain, because both brain types get pictures
You need to influence, persuade others to choose your offerings as right for them for the right reasons. Persuasion guides for the good of all vs manipulation which forces in a self-centered way. Think “Other-Focused.” Your communication should appeal to them by being all about helping them understand in their most comfortable way how what you offer relates to building their business. You want to persuade them that what you offer is good for them so you get a positive reaction from them.
Practice Your Presentation
Practice, practice, practice! Tape your best practice. Listen to your best practice at least three times. Polish, polish, polish your presentation. Tape it again. Listen to it again and once just before you give it. Passion fuels your success engine. You must be passionate about the products and services you offer when you speak about them. Ben Franklin said, “A man in passion rides a wild horse.”That means the passion controls you. Barbara Garro says, “No passion, no excellence!”