If you work in outside sales or company leadership you likely need to give presentations as part of your job. Whether presenting to company leadership about project funding or standing in front of a team of buyers in a prospect’s office, your presentation, to be effective, will have to be persuasive. Your ability to deliver persuasive presentations will be based on you mastering three skills:
1) Effective message design – The most persuasive and successful presentations can be summarized in less than 60 seconds. What is your presentation goal and desired outcomes? And what is the overall message you want to communicate? Your ability to answer these questions (in as few words as possible) will help simplify your presentation and points you plan to cover. Can you keep your message pure? The more points you try to make, the less impact you are likely to have.
2) Support materials that enhance and validate your message – There are three goals for effective and persuasive support materials.
1st Goal – Clearly organize your message and presentation flow to help support your presentation. It’s a lot easier to follow you if I know where we’re going.
2nd Goal – Confirm, validate or support your message and position.
3rd Goal – Provide a “leave-behind” document to help extend their retention of your message (and hopefully support your calls for action).
3) Persuasive presentation delivery skills – Don’t shout or be overly dramatic. The most persuasive speeches are delivered in a normal speaking voice. Your goal is to have a persuasive conversation, not deliver a Sunday morning “Fire and Brimstone” sermon. Show appropriate energy for the room and the space you have. You can’t be waving your arms around in a conference room that seats 10 people.
Stay focused on your message goals. Too many side points, excessive details, humorous stories, cartoons, funny photos or antidotes will sabotage your message and impact. The most persuasive messages are always simple, tightly organized and clearly delivered.
Show your confidence. Don’t stand behind a lectern. Eliminate “um’s” “ah’s” and “you know’s.” These words show your discomfort and nervousness. No one will believe what you say if you look weak, uncomfortable or nervous. Remember the deodorant commercial years ago with the tag line “Never let them see you sweat?”
Stay on time. The most persuasive presentations always end on time. Staying on time and not wasting their time shows a respect for your audience/buyer.
Don’t memorize your talk. That is guaranteed to cause you to forget where you are half way through. Memorize your outline and the major points you want to cover.
And one final suggestion…become active in your local Toastmasters Club. You will be most effective and successful as a persuasive speaker when you identify what works best for you and your presentation style. You will only learn through feedback and awareness. Toastmasters offers “stage time” experience and solid coaching feedback.
After all, we know you’re already a persuasive presenter. Now the only question is…are you ready to get even better?
Jim Pancero, Dallas, TX, has successfully delivered over 3,000 speeches or programs on sales and sales leadership in 35 years as a professional speaker and trainer. He has earned the National Speakers Association “CSP” designation (Certified Speaking Professional) and has been inducted into their “CPAE Speaker’s Hall of Fame.” These combined honors have been earned by less than 130 of the almost 4,000 members of the National Speakers Association. Learn more about Jim at www.pancero.com or www.YouTube.com/2SellMore.
By: Jim Pancero
