To bring your busiess presentation to life, tell a story. Stories provide dramatic effect, engage the listner, underscore a point, motivate, reduce defensiveness, and aid retention. In other words, stories make you and the message memorable. Read Kotter's article The Power of Stories. I
www.forbes.com/2006/04/12/power-of-stories-oped-cx_jk_0412kotter.html
The Wall Street Journal reported that Italian women spend an average of 22 hours cleaning their homes. They buy more cleaning supplies than women from other countries. So they'd be a perfect market for U.S. time-saving cleaners and products, right? That's what Proctor and Gamble thought until they saw their sales plummet. They learned that Italian women don't value mops and cleaners that save time. They value strong detergents that cut grease-not quick spray bottles. They don't value time; they value toughness.
P&G; presented the product without knowing the buyer's criteria. How often do we slap together a presentation based on what we value instead of what the audience values? When a car dealer sells a car to a man he usually talks about engines and horsepower. When he sells to a woman he talks about color and interior. This is an assumption and not based on the buyer's criteria. When a manager motivates with money and an employee values time off, she is speaking from her values and not from the employee's values.
The secret to successful presentations is to know what the audience wants and to give it to them.
It's amazing how many business people lose credibility by the way they speak! Even people in leadership positions undermine themselves with weak language and non-words (um, you know, basically.) Young professional women in their 20s and 30s can sound like Valley Girls in the office. I continue to get calls from companies asking me to help their people develop executive presence. Even parents are emailing me about their child's Valley Girl talk.
Catch my interview in this month's Fast Company magazine to learn more:
www.fastcompany.com/magazine/105/playbook-ahead.html
In watching the news recently, Debra Favre, the teacher convicted of having a sexual relationship with an under age student was relieved from spending any time in jail.
As she was walking with her attorney and stopped by reporters she broke into a big smile. This behavior was inappropriate given the gravity of the situation. She seemed to be basking with delight in the limelight. Although escaping a jail sentence is good news, her beaming smile sent a negative message. She appeared to have no remorse and didn't seem to acknowledge the seriousness of her offense. Maybe she was in denial. But she did not appear sympathetic.
As in any form of communication, body language is the real message. How you present yourself is first conveyed through the body. That's why it's important to be aware of your off-camera behavior. Somewhere, someone will pick up on the message. Most of us will not be on screen but our "off-camera" behavior can be seen in the board room, during a panel discussion, or an interiew. It's critical to get control of the body language. You may be sending off unintended messages.
The media recently praised Bush for his new clearer definition of the enemy. His language identifies radical Islam as the threat to the U.S. and he no longer uses the broad term of a terrorist threat.
Why is this significant? Terrorists or terrorism is a generality. And there is no power in generalities. The power is in specific language.
Language is perceived through our filters of experience, knowledge, assumptions, and biases.
A terrorist is defined differently depending on perception.
It's difficult for prospects to buy when products or benefits are broad. When the scope is narrowed people can better understand what the seller is offering and how they will benefit. When prospecting for business, it's easier to find leads when targeting a specific industry or professional level. It's the difference between targeting to anybody who gives a presentation vs. targeting lawyers who need to convince a jury.
If you go to Starbucks and ask for "Coffee, regular" you may get a blank stare. But if you say, "A tall decaf coffee with milk" your specific language will give you the desired result. To be a powerful communicator use specific language.
What does Hurricane Katrina have to do with business presentations? Quite a lot. It was interesting to watch the television coverage of the government officials after the hurricane subsided. The governor, senator, and mayor assessed the damage and requested assistance for the people of Louisiana. As the governor spoke she appeared emotional and overwhelmed although she exhibited the most executive presence of the three officials. Expressing heart-felt feelings is honest and real. Being overly emotional signals weakness.
As the governor spoke to the press, the senator looked at her with a forlorn, scared expression on her face as she continuously bobbed her head in agreement. An occasional nod signals agreement. Constant head bobbing communicates subservience. She looked like a frightened, compliant child. While it's expected that they were in shock, an executive must be able to lead people out of chaos and to communicate a plan.
The mayor of New Orleans was later seen walking beside the President chewing gum, wearing sunglasses and a white tee-shirt with the word Desire printed on the front. He did not look like a leader. Maybe it was the only shirt he had at the time. But did he have to chew gum while on camera? And did he have to shade his eyes when the President and governor did not? Eye contact is one of the most important physical presentation skills. People connect through the eyes. His casual air did not inspire confidence. Nor did his foul language.
By not responding quickly enough, the President missed an important leadership opportunity.
Leaders are decisive and act quickly even when all the facts are not available. The people of New Orleans were left in squalor for too long.
Contrast this to the presentation of Rudolph Giuliani in New York City on September 11th. He was shocked and scared but he rose to the occasion. His body language was confident, his voice was measured, and his language was clear. He spoke from the heart but led with his head. Giuliani inspired confidence by acting quickly, keeping the people informed, and acknowledging that he didn't have all the answers.
The ability to take action, present ideas clearly and concisely, portray confident body language, and speak with confidence is what it takes to lead.
A crisis, no matter how small, requires leadership. And a leader needs strong presentation skills.