Issue link: https://read.dmtmag.com/i/205269
SALES MARKETING A Listener's View We Are Our Presentations BY JOHN GRAHAM The goal of every presentation is to successfully influence how listeners will think or act. If that's so, few presentations make the cut. Although many treat presentations rather casually, every one counts and each one is equally important. And here's why: we are our presentations. We're the one on stage, and we're judged by our listeners not only by what we say –– but by the effectiveness of the performance. Every presentation tells a story –– our story. It's that serious because presentation skills influence the destiny of a business career –– and the advantage goes to the top presenters. Whether speaking one-on-one or to hundreds, it's always a presentation. Formal or informal, it's always a presentation. Whether it's long or short, it's still a presentation. Whether it's a sales speech, management briefing, staff meeting or discussing a concept, plan, or presenting a proposal, it's all the same –– it's a presentation and the presenter is on the line. Here's the way to make every presentation a success: 1. Start with asking, "What do I want someone to say, do or think after hearing my presentation?" If you don't have a clear picture of how you want listeners to respond, they will be confused and dissatisfied. A presentation gets a focus and comes under your control when you know exactly how you want it to be perceived. Write down your answer and make it specific so it becomes your built-in GPS as you develop your presentation. If you don't, expect a low grade from your audience. 2. Think about some presentations you've heard lately at work or anywhere else. What didn't you like and what was good? Again, write down your answers and then get it right when preparing a presentation: • What didn't you like? __ Went too fast or too slow __ Boring, no excitement __ Too long NOVEMBER 2013 24 THE JOURNAL __ Hard to follow __ Too much information __ Not enough information __ Didn't learn anything __ Heard it before __ Not prepared __ Sounded like a lecture __ Didn't involve listeners __ Confusing, couldn't follow __ Not organized __ Didn't understand the listeners __ Talked down to us __ Poor use of media aids • What did you like? __ Good stories __ Involved listeners __ Well organized __ Easy to follow __ Energetic __ Right length __ Good pace __ Learned something new __ Understood the listeners __ Helpful information __ Interesting __ Well prepared __ Wanted to hear more __ Good use of media aids 3. A presentation is always a "joint venture" between presenter and listeners. It belongs as much to them as it does to you. This is why pretending they're looking over your shoulder as you're preparing it is a good way to think about it, but it also makes it hard work. How so? Because a presentation is always a compromise between what you want to say and what the audience wants to hear. Having a thorough understanding of the audience (who they are, what they're thinking, what they're looking for, the problems they face and so forth) is essential in reaching the goal of success- fully influencing how they will think or act so they will want to do business with us. 4. Connect with your listeners with stories. The good news is that listeners want to believe in you as someone who cares about what they care about. Unfortunately, this occurs infrequently. The way to do it is with the right stories, those that keep the focus on your listeners. Nix those about yourself, your company, your job, your dog, your significant other, or your vacation –– unless they're a good fit for your audience. If you have kids, you may have great stories, but leave them at home. If you don't you'll lose your listeners. Always keep in mind that your presentation is about them, not you. Here's an example of a story that works: The page-one story in The Boston Globe told of an unemployed 58-year-old man who spent two years job-hunting. Trying for a middle management job in the computer industry, he had sent out hundreds of resumes without a nibble. Now, he thought he might never work again. Yet, buried in the story was a telling comment. Years before he was known as "Mr. Fixit." It was something he loved doing. So, fixated on getting a job, he was blind to the one staring him in the face. There are times when we're so stuck on going in one direction, we miss the opportunities that are in front of us….. Always keep your "antennae" up. The best stories come from everyday experiences, news articles, biographies and even ads. By using stories to connect with your listeners, something important happens to a presentation. Slides, that common tool that's too often used as a crutch, become far less important. If you use them as a roadmap to let the participants know where you're going, use words sparingly –– one or two on a screen with a graphic or a short video, perhaps. 27 \