BUILD MORE PERSUASIVE PRESENTATIONS

In this issue, we thought we´d share some nuggets on how to build and deliver more persuasive presentations based on our training and client presentation work. Hopefully, they will help you close more deals during the second half of 2006!

Address Logic PLUS Emotion to be More Persuasive

Logic is important, but emotion determines outcome. That was the honest conclusion of a great judge many years ago, and it´s true for everyone who assesses a challenge and determines whether and how to act. Decisions are motivated by the desire for gain and the fear of loss; it´s a balancing act in which minimizing risk is more important for most people than maximizing gain. (that´s why in the early days of PCs, even though less expansive computers were available, corporations preferred IBM´s products because "no-one goes wrong by buying from IBM". So, when you´re planning a presentation, think through the benefits of the deal (compared to alternative options), and your audiences fears and objections. Then minimize the risks as you enhance the rewards.

Use the Right Pictures & Words to Involve Your Audience

It´s not true that a picture is worth 1000 words. No-one wants to read or listen to 1000 words in today´s hectic world! Words may describe or explain the situation, but the right picture, builds the emotional bond with the audience. Think of safe driving classes: one picture of an accident scene that resulted from poor driving practices is more powerful than all the statistics you could muster. Graphics shouldn´t be "eye-candy"; they should be chosen based on their ability to provide more information, logical and emotional, for the audience. Similarly, use powerful, action-oriented words to keep the presentation succinct and flowing. Think of the language you would use when having a conversation with friends - it´s neither passive nor corporate speak.

Align Your Presentation With Your Personal Delivery Style

A bird will never swim as well as a fish, nor a fish fly as well as a bird. When either tries to be what it´s not, everyone knows the difference. It´s the same with presentations: if you present material you don´t fully understand, if you deliver a presentation that’s not aligned with the way you normally converse, then you´re not having a natural conversation - and the dreaded "fear of public speaking" kicks-in. If it´s not you, of course, you´re afraid of making a fool of yourself and being embarrassed. The best presentations tap the features of your natural style of conversing with friends and colleagues. That´s why the key to overcoming fears is to first have a presentation you feel comfortable with; only then will you be able to transfer your enthusiasm for the topic to your audience, and benefit from the many other strategies Presentation Pros use.

Wall St. Training launched the first Advanced Financial Modeling Program Valuation Boot Camp to help financial professionals gain the skills necessary to advance their careers. It will take place Sept. 25-29, 2006 in NYC. For details, contact bootcamp@wallst-training.com.

StevensGould Partners recently presented at Counselors Academy Annual Conference, Savannah, GA on "The Benchmarking/Profitability Connection"