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Presenting for Impact - Final

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Patty Mathieu

on 6 September 2012

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Transcript of Presenting for Impact - Final

Presenting for Impact Creating Believability 56 55 54 53 Slides need to be an asset to the presentation and
presenters, not a liability! Slides should be consistent in style across all sections and:
Focus attention
Audience
Yours (replaces old note cards)
Stimulate interest
Reinforce key points
Illustrate hard to understand points
Increase retention
And not be “eye charts” Structuring slides for impact The answer is always:
You
Your company
Your product
Your solution Current Situation
What is happening to impact current situation and create dissatisfaction?
What is the key Question your presentation will answer?
What is the Answer? Let’s construct a sample situational analysis In sales presentation, this is consultative or
solution selling component. Consistent with SPIN Current Situation S
What is happening to impact current situation and C
create dissatisfaction?
What is the key Question your presentation Q
will answer?
What is the Answer? A Situational analysis - the industry format Verbal – the content and structure – 7 % Order:
Establish rapport
Company
Product

Overall presentation:
Introduction of your presentation (tell them what you are going to tell them)
Body of presentation – content (tell them)
Conclusion (tell them what you told them with the conclusion you want them to draw) Verbal – the content and structure – 7 % Order:
Establish rapport
Company
Product

Overall presentation:
Introduction of your presentation (tell them what you are going to tell them)
Body of presentation – content (tell them)
Conclusion (tell them what you told them with the conclusion you want them to draw) Written vs. oral presentations Written vs. oral presentations Written vs. oral presentations In oral presentations, words are much less
important than how they are delivered! Measured impact:
Verbal 7 % ( Content/Structure)

Vocal 38% ( Style)

Visual 55% ( Style) The impact of style Measured impact:
Verbal 7 % ( Content/Structure)

Vocal 38% ( Style)

Visual 55% ( Style) The impact of style The impact of style Albert Mehrabian, Professor, UCLA measured the impact of the following 3 factors in a face to face conversation:

Verbal ________%
Vocal ________%
Visual ________%

What % of the impact do you think each area had on the effectiveness of communication? Structure Content Communications – 3 dimensions Structure (Verbal)
Packaging of your content for maximum impact:
Organization

Slide construction

Formatted logically, but

Appeals to emotion and need

Leads to natural conclusion Content Content (Verbal)
Your message:
Data
Details
What you are selling Communications – 3 dimensions Style Structure Content Communications – 3 dimensions Your challenge as a sales person Sales process – buying decisions Most sales processes and training say that buyers always decide, or make buying decisions, in this order:
Sales person – do I believe, like and trust the sales person– do I want to do business with her/him?
Company – does the company have a strong brand and reputation?
Product – the key question they want to answer, “Does this product solve my problem?”
Price – is the price fair given the value
Timing – When do I need the solution? When is it budgeted? People want to do business with people they like! People buy on emotion and justify with fact!

Emotion is primarily impacted by the style of your presentation, by you personally (Vocal and Visual content).

Fact is impacted by your content and the structure of your presentation (Verbal content). The key point of a presentation Generally, you are selling something!
Even if I am just providing information? Why make a presentation?
Why make a presentation? On the road to implementation Day 2:
Review Day 1 and Homework
Group exercise: Individual delivery of the reworked presentations
Group feedback on presentations
Work on additional changes to presentation
Determine follow up actions
One on one coaching available as requested Day 1:
Presentation overview – elements of creating believability: Verbal, Vocal and Visual, and order of customers buying decisions
Delivering effective presentations: The Vocal and Visual elements of a presentation
Constructing effective presentations: The
Verbal element of presentations
Group exercise: Individual delivery of
presentation
Group feedback on presentations
Homework: Rework your presentation: verbal, vocal and visual Training that will make a difference for you 42 31 The format and layout of the presentation and slides should
lead the buyers to the logical answer to their buying questions. Constructing the logic People will draw a conclusion based on the presentation, but not necessarily the one you want unless you:
Lead them to the conclusion through logic
Tell them the conclusion you want them to draw

Overall format and slides should follow:
Tell them what you’re going to tell them
Tell them
Tell them what you told them What implications does this have for the
structure of your presentation? Sales person – do I believe, like and trust the sales person– do I want to do business with her/him?

Company – does the company have a strong brand and reputation?

Product – the key question they want to answer, “Does this product solve my problem?”

Price – is the price fair given the value

Timing – When do I need the solution? When is it budgeted? Sales process – buying decisions Most people would rather die! How do you view presenting? Style (Visual and Vocal)
You!
First impression

Body language

Confidence

Vocal style and quality

You are selling trust and
belief in you Style Structure Content Communications – 3 dimensions Always in this order... Think of it as telling a story. The Agenda Why Present? Elements of a Message Logic & SQCA What other changes need to be made to my presentation? What additional follow-up actions are required by the team? 3 Areas to Improve 3 Strengths Summary – My Choices for Focus Individual presentations, and again videotaped (I will make video available for your use)
Observe presenter and evaluate at end of his/her presentation using Feedback Instrument
Also provide feedback on verbal areas: content, and structure of slides and presentation
Provide feedback to presenter – think about 3X3 – 3 strengths and 3 areas to focus on
I will be available at end of day for 1 on 1 sessions as desired, or you can call me to discuss Presentation practice and feedback Review Day:
What did you learn?
Homework: What did you focus on and change?
Group exercise: Individual delivery of the reworked presentations
Group feedback on presentations
Work on additional changes to presentation
Determine follow up actions
One on one coaching available as requested Day 2 agenda Alertness/listening – be awake, spark and energy
Pleasantness/humor – friendly and pleasant
Conversational Tone – not scripted, the natural you
Distinctness - enunciation
Expressiveness – vary rate and tone, not monotone Creating vocal personality Thank you for your attention. Go forth and and give great presentations!!! Sales – Action Selling – Duane Sparks
Presentations – You’ve Got to be Believed to be Heard – Bert Decker
Structure – The Minto Pyramid Principle – Barbara Minto Resources Areas to focus on Strengths Feedback notes (3X3) From feedback and videotape, what were your personal learnings about:
Your presentation style
Structure and content
What did you focus on and change? Homework Is there anything else that I can help you with today? Questions? Think about your feedback and work on changes to your Vocal and Visual impact

Think about the Structure and Content of the presentation and make changes to the Verbal areas:
Content
Slide structure
Order Homework 51 3 Areas to Improve 3 Strengths Summary – My choices for focus Comprised of 2 dimensions:
Quality
Personality Vocal style – 38% (energy factor) What creates first impressions Do first impressions count?
What creates a first impression? First impressions (vocal and visual) Not the approach… “You never get a second chance to make a good first impression.” John Molloy
Be appropriate:
Conservative is better
Over vs. under-dress
What works best for you
Dress adds to the perception of confidence and competence
Dress and appearance reflect that you take the listener serious – a sign of respect
We perform better when dressed appropriately Dress and appearance still matter Listen to the reader
Evaluate on Quality and Personality Exercise on vocal style Exercise Groups of 2
Pick out a key slide in your presentation
With your partner, work on building it into the necessary format to make your point
Report out to the group
Feedback on slide
Key Point: The audience only gets what you give them! Conduct individual presentations, which will be videotaped (I will make video available for your use)
Observe presenter and evaluate at end of his/her presentation using Feedback Instrument
Provide feedback to presenter – think about 3X3 – 3 strengths and 3 areas to focus on
I will be available later for 1 on 1 sessions as desired, or you can call me to discuss Presentation practice and feedback
Poorly handled Q’s can void the credibility just built! Anticipate and plan for questions
Repeating or rewording questions shows understanding and allows you to think
Defer if necessary to later in the presentation
If you don’t know, don’t make it up, promise an answer later
Handle Q’s with the same confidence and poise of your presentation Q&A time – oh, boy! Open gestures and a warm smile create the perception that you are open and friendly – likeable and trustworthy
Your smile will impact not only the listeners, but will also make a difference in your frame of mind and body language
A smile will increase your natural energy, expressiveness and enthusiasm Gestures and smiles (smiles first)
People want to do business with people they like.
Posture impacts your confidence and your listener’s perception! Posture impacts people’s perception of your confidence, competence and attitude
Posture should be upright and ready…stand or sit tall
If standing, use movement to provide variety and make connection with the listeners
If presenting from seated position, use
opportunities to stand up and point to the screen Posture and movement create impressions Eye communication
Posture and movement
Dress and appearance
Gestures and smiles Visual impact – 55% (eye factor) These are the primary contributors to visual impact! Speed
Volume
Clarity
Pitch
Tone
Non-words/Pauses Building vocal quality Being SHARP will also greatly influence the audience’s
perception of you, the salesperson. Use SHARP to reinforce and create your message:
Stories
Humor
Analogies
References and Quotes
Pictures and Visual Aids Be SHARP Is there are difference between slides,
one on one presentations and handouts? Contain too much detail - KISS
Have too many or no points
Allow for audience avoidance
Be used for reading “Slides” should not Supports “what you are going to tell them,” etc. Title – the message, or conclusion for which you are setting the stage

Body – Data to support your conclusion or info you want to convey

Conclusion – leave the listener with the conclusion you want them to draw Structuring “Slides” for impact www.dnvkema.com



www.dnv.com Contact info:
Ray Huizenga
KEMA Cell: (603) 828-9070
KEMA Office: (781) 418-5872 Is there anything else that I can help you with? Questions? Feedback notes (3X3) Areas to focus on Strengths
It is really hard to overdo smiling or gestures! Gestures show expressiveness Be expressive
Think of a role model in use of gestures and imitate him/her
Things to avoid:
“Fig leaf”
“Napoleon”
“Prayer”
“Jangler” Eye contact
5 second guide
Both intimidation and intimacy make people uncomfortable
Work around the room

Avoid
Eye darting
Reading or staring in another direction
Keeping your eyes closed for extended times Eye communication – key to making a connection Eye contact makes an emotional connection with people! Do first impressions count?
What creates a first impression? First impressions Requires the 3 P’s:
Planning, preparation and practice. Key point/data 1
Key point/data 2
Number 3
Etc. Title: What is this slide about…in a way that grabs you?! What key thought, or take away, do I want you to have?! Personal lines insurance…Our opportunity for incredible growth Market growth 10%/yr.
We have captured only 2%/yr. growth
93% of consumers use agents – our distribution channel
Total market = $30.7 B Structuring Slides % Market Share We are leaving $$$$ on the table! Creating an Impression Exercises This is a powerful tool in consulting – Use it in your case presentations!!! Conclusion

Logical structuring is essential for ensuring that presentations are clear, concise and compelling
Make sure that you follow the process:
Write an introduction in SCQA format
Use the pyramid principal to develop your logic and group ideas, making sure all ideas are MECE across the horizontal structure of the pyramid
Once you have your logical structure, convert it into a storyboard Which Question is Raised - How or Why? S: The plant is not meeting its widget production goals
C: The production line is frequently stopped because of insufficient parts
Q: What should the plant do differently?
A: The parts procurement process needs to be redesigned to reduce fulfillment time

S: Sow’s Ear Inc. developed a silk purse product line 2 years ago
C: Since then, the silk purse division has been unprofitable
Q: What should Sow’s Ear do?
A: Sow’s Ear Inc. should abandon its silk purse product line

S: ABC, a book retailer, is considering developing an online channel
C: The online retail book market is dominated by 2 strong players
Q: Should ABC develop an online channel?
A: Yes, ABC should go online

S: You have undertaken a number of initiatives to improve customer service
C: Customer service continues to result in decreased customer satisfaction
Q: How can we improve customers service?
A: We must redesign customer service Building A Pyramid Writing the introduction
The introduction reiterates in story form what the reader already knows about the subject and sets up the relevant question

Working out the logic
Each idea in the pyramid is logically related vertically to the idea above and horizontally to other ideas on the line

Grouping the ideas
Ideas are grouped into categories and put in a logical order, such as time order or order of importance

Creating the storyboard
After developing the pyramid, the ideas are laid out in a storyboard format Purpose and Objectives

Why structure?

Pyramid structure
Writing the introduction
Developing the logic
Grouping ideas
Creating a story board

Conclusion Logical Structuring Agenda Exercise 1: Grouping the Ideas Activities: Put the points in logical order, such as order of importance or time order Put the points into categories by defining the kind of problem being discussed, attempting to use similar level of abstraction across categories Order the Points Summarize the Points Write a sentence that states the “essence” of each category Identify the Type of Point List the Points Synthesize findings from interviews, research and analysis
Create a list of key points Clarifying Grouped Ideas Key Line: Governing Thought: Reason 3 Reason 2 Reason 1 S: Approval for DrugsRUs new lifestyle drug Antizak is taking longer than expected
C: DrugsRUs can spend $25 million to accelerate the approval process
Q: Should DrugsRUs spend $25 million to accelerate the approval process? Structuring a Response to Why Why? Competitors are developing a substitute that may capture the market if launched first Earlier approval allows DrugRUs more time before patent protection expires, which is worth $200 million in profit The Antizak market is expected to top $1 billion per year DrugsRUs should spend $25 million to accelerate the approval process for Antizak Step 3 Step 2 Step 1 S: Acme must increase its focus on the coyote market
C: Acme is not currently focused on the coyote market
Q: How can Acme focus on the coyote market? Key Line: Governing Thought: Developing Logic How? Educate coyotes on Acme’s ability to meet their needs Adapt product line to meet coyote needs Understand the unique needs of coyotes Acme must develop a value proposition tailored to the coyote market. Explains how or why Support:
Data and facts which support the key line The Pyramid Structure Key Line:
Major points which, taken together prove the answer Governing Thought: States the answer to the question raised in the readers mind Exercise 1: Grouping the Ideas Creating the Storyboard
Support ABC’s operating
strategy Develop deeper relationships
with customers
Grow
revenue Defend
market share ABC’s online sales in 2005 could reach $100mm Without an
online channel ABC risks losing some customers to competitors ABC’s competitors are increasing their online product assortment ABC’s current customers are more likely to shop online than the general population An Unstructured Communication Primary benefits of the internet strategy ABC should go online and the first priority should be to defend its current market share Opportunities
and threats Support: Key Line: Governing Thought: Elements of the Introduction Question: The implicit question that results from the complication Complication: Situation: The complicating event that create the tension in the story A statement about the subject with which you know the reader will agree Support: Key Line: Governing Thought: A Structured Communication Choose one partner for each function Evaluate cost and service level of potential partners Select non-core functions Outsource non-core
functions to save $3mm Adopt best practices based on benchmarks Compare cost of function to best-in-class benchmarks Evaluate internal cost of core function Re-engineer core functions to save $5mm Shift lower value segments to lower cost channels Determine economic level of service for each segment Segment customers by value Differentiate service levels to save $2mm Acme can reduce costs by $10mm in the next 2 years through some operational improvements Breath control, posture and relaxation are key! Q&A Debrief Answer The End
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