Creating Win-Win Situations: Presentation
(16402) Dave Lakhani says:
The second part of the persuasion process is to effectively present your story to your intended audience. This requires that you accomplish two things:
1. Establish relevancy and build rapport
2. Give a powerful presentation of your message
Presentation 1: Establish relevancy and build rapport
If you’re meeting someone for the first time–either in a group setting or on an individual basis–you have to develop some familiarity, establish the relevancy of what you have to present, and develop rapport. There are several ways to achieve this:
In a group setting, get a good introduction from a trusted member of their group, something along the lines of: “I know Mike is an expert on persuasion and this is why I am so excited to have the opportunity to introduce him to you today. I know you and I will learn many new ideas. With that, help me welcome our keynote speaker, ” (and say their name). This introduction, or something similar, carries an implied endorsement that will immediately make everyone in the group sit up and take notice.
When meeting indivudals, develop familiarity by asking a few questions which ideally will bring up some shared experiences you have in common. Failing that, if you get the other person to open up and tell you a little bit about themselves, they will start to feel more comfortable. Even if you discuss a common problem you’ve both experienced or a desire you both share, they will warm to you and automatically become more receptive to your persuasive attempts.
Enhance what you’re saying with some personal testimonies, preferably of people who were in similar circumstances and who solved a problem through the use of the product or service you may want to sell.
Keep in mind the primacy and recency effects meaning people are most likely to remember what you said first and what you said last than anything else. Therefore, put your very best points first and last. If you’re presenting to a group, then adhere to the well-known adage: “Tell them what you’re going to tell, tell them, then tell them what you just told them.”
Mold your stories to fit the group or individual you’re dealing with adding whatever is required to make the story powerful or dropping irrelevant points that will only ocnfuse the discussion. If at all possible, practice your presentation so it comes across as polished rather than stop/start.
Think in advance what objections or potential sticking points are most likely to be raised–and build in ways to overcome these points in your presentation or discussion. If this is done well, you can turn challenges into opportunities to preempt future problems.
Presentation 2: Give a powerful presentation of message
To present your message in the most persuasive way possible:
Lead off with a powerful story or idea–something your entire audience will relate to.
Use the law of contrast–which means ask for more than you want at first, and then come back to a smaller decision. Most people will hesitate to make a big decision, but will make a small decision on the spot. Encourage this. Commit your audience to do some small and inconsequential things first. Make what you’re talking about sound familiar and applicable to their won circumstances.
Use only enough graphics, brochures or other materials as you need to demonstrate your point–and no more. Keep your audience’s attention focused on you and what you’re saying, not on your brochures.
Be aware of what your nonverbal language is saying–because people always determine truthfulness and honesty from the speaker’s face. Send the right messages. Smile. Not only will this make you mor eapproachable but people will also agree with you more if you project enthusiasm and happiness.
Integrate a “reticular activator” into your presentationa symbol that when people see they will think back to what you’re saying. For example, if you’re doing a fundraiser for Special Olympics, you might ask people to remember your message each time they see a person in a wheelchair in the future.
Future pace what you want the lsitener to do and experience–by having them mentally move forward in time and identify what they will feel like when they’ve made a good decision. Have your audience visualize how they will feel when they act on your advice and simply point out they can only experience that if they move ahead.
To generate some indiviaul persuasion opportunities after a group presentation, end with an engaging and emotional story–and the people who are highly receptive will seek you out to hear the rest of the story. This works exceptionally well. It aso has an equivalent in an e-mail message that ends with: “I’m afraid I’m running out of time. Call me back at this number and I’ll finish the story.”
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