Archive for February, 2012

Successful presenters are artists, masters of design. They carefully address each point covered in this article.

Convincing people to act on your ideas is an art. If you are one of the people who approach preparing content by opening PowerPoint, this newsletter is for you. What follows are five content tips that will help you to create high impact presentations. On the surface, they may seem too simplistic. The reality is that most people overlook these pointers and end up with content that is confusing or uninspiring.

Tip 1.

Take the time to know your audience. Don’t make the mistake of assuming they are just like you. People have different learning styles and clear preferences for the way information is presented to them. Begin by creating a list of all the people who will be attending your presentation. If possible, understand the personalities that you will be addressing. Know how they think. For example, are they more oriented to the big picture, processes, details or relationships? Learn ahead what they care about, what they might find objectionable or why they might resist your topic.

Tip 2.

Grab attention with a focused opening. You have two minutes to gain and hold the attention of your audience. If you waste time or begin without clarity of what you want listeners to think or do differently, you will lose your audience. They will begin to respond to email, even though supposedly listening to you. A study by the Institute of Psychiatry in London found that participants who were interrupted with emails performed worse on IQ tests than those who were under the influence of marijuana. Just imagine how receptive your audience will be if they are responding to email. Listeners only care about themselves and what you can do for them. Your opening statement should cover three things: what you know to be a problem or issue, what you want them to do or think after your presentation and why it will be a benefit for them to act on your recommendation. Hiding your “ask” to the end is a mistake. People listen better if you tell them up front these three key things. Your opening statement should be compelling and delivered in less than two minutes. Short sentences with strong verbs and adjectives will grab attention quickly.

Tip 3.

Present a simple, well supported argument. An audience has a limited processing capacity. Less is more! Researchers tell us that the most people can remember at a sitting are five key points. However, three really maximizes retention. While there may be a lot to say, consider your audience and what is critical for them at this particular moment. Discussing information they don’t care about is a waste of your time and theirs. Remember people are besieged by information. Additionally, today’s audiences are much more skeptical because they are used to people “spinning” a good tale. Be sure to support your data with metrics or analyses and explain where your information comes from. If your information solves a problem, your listeners will pay attention. If not, they won’t! In fact, Henry Boettinger in his book, Moving Mountains, says the only reason for the existence of a presentation is that it be an answer to a problem. Lastly, make sure one point logically leads to the next. Strategically, organize your content.

Tip 4.

Go for the heart. When people hold strong opposing attitudes, they “dig their heels in” and hold on to their old way of thinking. To overcome resistance, move them emotionally. Advertisers tell us that logic plays only a small role in changing attitudes. People are swayed by stories, examples and brief anecdotes because they can picture, and even feel, what you have said. Nobody remembers a bullet point list, but they will remember your story. The likelihood of listeners being persuaded improves dramatically when there is a high emotional component.

Tip 5.

Conclude on a strong note. It is easy to overlook the importance of a strong conclusion, especially if running out of time. Many presenters end on a limp note, by saying, “Thanks for your time” or by quickly showing the remaining slides in their deck. Your conclusion is the last thing people will remember. It is important for you to reinforce your point of view, the action you want people to take going forward and the benefits they will derive.

Successful presenters are artists, masters of design. They do not skip steps. They carefully address each of the areas covered in this newsletter. Save this newsletter to your desktop as a checklist.

Question: >Have you had presentations that were not successful? What have been the issues? We’re interested in your reaction to this article. We’re interested in your reaction to this article. What else have you found helpful when you have prepared for a large group presentation?

To add your comments click on the “Comment” link below the article title or add your comments in the “Your Comment” box below, if it is present. Any questions will be answered by Judy.

Impact Communications, Inc. consults with individuals and businesses to improve their presentation and telephone communication skills. It is not what you know but how you communicate it that makes a difference. When you have to have impact, phone (847) 438-4480 or visit our web site, www.ImpactCommunicationsInc.com.

When an issue is resolved, 70% of customers remain loyal. When the issue is resolved quickly and in a positive manner, 95% of the customers continue to do business with an organization.

Does this sound familiar? You pick up a call in cue in your normal professional manner and the caller on the other end of the line explodes. The person has been in cue for ten minutes, and when he does get a live person—you, he starts ranting and raving about his delivery problem, the second one he has had this month. It’s not your fault, but the customer takes it out on you. So the question is how to handle it. The solution is to just say AAH and to do it quickly!

ALIGN

Instead of defending yourself or ignoring what the caller just said by asking for the account number or tracking information, etc, the first step should be to align with that customer by acknowledging the problem or the inconvenience caused by it. Usually, when the caller hears that you are apologetic, it is difficult for the person to continue in the same offensive manner. The trick is to make the acknowledgement statement very specific and very sincere. It cannot sound phony.  It is not sufficient simply say to say “I’m sorry” or “OK” An acknowledgement has to be more detailed or explicit.

An example of a strong empathetic statement might be:

“First, I apologize that you had to wait in cue so long, especially when you have such a serious issue. I am also really sorry you had a delivery problem. You say it was the second one this month? That’s terrible. That has to be frustrating.

With a strong acknowledgement statement, the customer feels you get it. He feels you are on his side. Once that happens, he becomes receptive to solving the problem in a reasonable fashion.

Tone of voice is critical for the statement to be perceived in a positive manner. The voice has to sound warm. You cannot rush. Thus, between each statement, you should pause for a few seconds and take a breath. The more you pause, the more sincere your voice will be. The more you pause, the more the customer will hear your words.

ASK

Disgruntled customers like it when you seem to want to get to the bottom of their issue. After you have aligned with the caller, then begin to ask some questions about what happened. If you ask questions before acknowledging, customers do not believe you care. They feel you just want to get rid of them. As you ask questions, be sure not to interrupt. They need to get their story out. Also, be sure to summarize what you hear periodically so that they and you feel you have the facts straight.

If the issue is your customer’s fault or, for example, the delivery service’s issue, make sure to choose your words carefully. For example, if the problem is because the customer placed an order late or didn’t pay the extra charge to expedite shipping, do not become accusatory. Do not lay blame. Speak in the third person. Do not start a sentence with “you.”

For example, if the problem was the customer’s fault, you might say the following.

“It looks like the problem is due to the time the delivery was placed. The pick-up times are regulated by Federal Express. The order was placed according to the records in the system at 4:30. Our last pick-up of the day from Federal Express is at 3:30, and, I don’t see anything in the system that says the pick-up was expedited. But let’s see how we can fix this.”

HELP

Customers want their problem resolved quickly so they need to hear that you are going to help several times in the conversation.

For example, you might say. “I know this is upsetting and you need to have this resolved quickly. I am going to help you get that delivery as soon as possible.”

If the issue is your company’s problem, determine what you can do to fix the situation and then go above and beyond. For example, offer to overnight the goods at no charge or to credit the account. When the issue is the fault of the company, the customer looks for freebies. If you can offer to do something for nothing, customers will notice.

When an issue is resolved, 70% of customers remain loyal. When the issue is resolved quickly and in a positive manner, 95% of the customers continue to do business with an organization. Over time, they have a tendency to spend ten times the amount of the purchase that dissatisfied them, if they feel the service they have received has been exemplary. By saying AAH, you increase the chances of satisfying the upset consumer.

Question: We’re interested in your reaction to this article.

To add your comments click on the “Comment” link below the article title or add your comments in the “Your Comment” box below, if it is present. Any questions will be answered by Judy.

Impact Communications, Inc. consults with individuals and businesses to improve their presentation and telephone communication skills. It is not what you know but how you communicate it that makes a difference. When you have to have impact, phone (847) 438-4480 or visit our web site, www.ImpactCommunicationsInc.com.