Putting the pop in your presentation
By Karlan Tucker
Presentations are more persuasive when they touch both mind and heart at multiple levels. The point of a presentation is to convince prospective clients to make a commitment to the plan we are presenting. Although the motivation for such commitment may come from any number of elements, almost without exception, the decision to take action is fueled by emotion. Presentations that “pop” will stir the emotions.
Here are few ways to put the pop in your next presentation.
Make it vivid: Presentations get bogged down when we use abstract concepts and generalizations (for example, “reduce fees” or “increase returns”) as opposed to when we concrete real-life examples that carry emotional heft for the prospective client (for example, “give you peace of mind” or “create a paycheck that you can’t outlive.”)
Put your heart into it: If you don’t really believe in yourself, your firm and its offerings, you’ll persuade nobody. And it’s not enough to simply believe; it must be obvious to your prospective clients that you’re a true believer. Remember, the sale is first made in your head, then theirs. Belief leads to convictions, and conviction leads to sales.
Narrow your focus: Too many objectives can kill a presentation before it ever gets started. The temptation is to broaden our focus, hoping that by doing so, something will catch the attention of the prospective client. The problem is that when we give in to this temptation, we blunt the edge of our presentation because we lose our passion, enthusiasm and confidence. Instead, we need to define our target well, take careful aim, and then be sure that everything we are saying is driving at that bull’s eye.
Personalize your examples: Presentations should cause an emotional shift in our prospective clients from being undecided to being certain. One of the best ways to ensure this shift is to make the presentation relevant to your client’s life context by including information that you have previously gathered through a fact-finding session.
Using these tips has greatly increased my connection with the prospect and, ultimately, helped increase my production.