Successful Presenting
Begin with the end in mind & 'know your audience, know yourself & know your stuff!'
Lee Iacocca’s pitch to the US Government officials -
'give us a loan or Chrysler goes out of business'- was one of the shortest and most successful presentations ever. He knew what he wanted, knew how to appeal to his audience, he knew himself and his credibility was universally established. He got his money – the aim of his presentation. Simple, but not easy.
The key to your success as a presenter (or persuader) is to be clear about the result you want from the audience or group.In a business context you might be pitching for their business – what impression do you want to leave with them? What action do you want them to take?
For new products – you will need to persuade the group that your product or service is superior. You want them to use it.
Presenting to staff, you may wish to confirm that they have a clear understanding of your goals and emphasize teamwork.
For a general audience, you may want them to be much better informed about your organisation.
And so on.
Know what you want to achieve.
| Facts & Figures |
| Remember, research shows that 55% of your presentation’s impact is determined by your posture, gestures and eye contact, 38% by your voice tone and inflection and only 7% by the content of your presentation. Our aim is to boost the last percentage. |
Know your audience and how they take in information.
The aim is to communicate your information in a way which will best connect with the audience and move them to action. Audiences absorb information in different ways. Ask these questions:- Are they ‘left’ brain or ‘right’ brain.
- Are they technocrats or ‘auditor types’, persuaded by logic and fact?
- Are they entrepreneurs who appreciate the story, excitement, and movement or carers and sharers who respond to emotion and empathy?
Knowing the type or make-up of an audience will determine how successfully your message will be accepted.
Perceptions
John McFarlane (CEO of ANZ) breaks the perception of bankers as conservatives. A wonderful speaker, this beguiling Scot looks like a banker, but is a classical scholar who loves music, plays the guitar, enjoys wine and the beach and has a keen sense of humour as well as being a successful banker. He engages and connects. We are more likely to listen to what he says and switch off our perceptive banker ‘filter’.
Perceptions can dampen the impact of your message. Words, appearance and mannerisms, can change a perception.
Credibility
In his book "You have to be believed to be heard", speech coach Bert Decker says "before you begin to be persuasive, you have to be credible – to be trusted".
The audience will want to know your qualification for presenting to them. This must be established quickly and with confidence. The audience must feel they can trust you and your message.
Also, have control over how you are introduced.
Know yourself
How do you feel about the presentation? Learn how to turn tension into productive energy. Does your body communicate confidence? Are you vocally confident? Practice humming to tone and centre your voice, before a presentation. Investigate relaxation or ‘letting go’ techniques; - meditation, visualisation, the Alexander technique and so on.
Know your stuff, have a framework
In his excellent book "Persuading Aristotle", broadcaster Peter Thompson, suggests starting a presentation with a bait to quickly gain an audience’s attention. Then, identify the problem, offer a solution, emphasise the pay off and finish with a ‘call to action’. There are many other such ‘frameworks’. Even speaking extemporaneously requires a framework.
Learn to enjoy the experience of presenting. Prepare, prepare, prepare, and if you know your audience, yourself and content, your persuasiveness will connect with your audience and achieve your goals.
Author Credits
Brian James - Communication Coach; Malvern, Victoria; Ph: (03) 9576 1026; Email: bjpr@netspace.net.au; Brian James is a communications consultant who coaches individuals or groups on media skills, presentation coaching, issues managements and public relations strategies