Move People to Action

Think of your listing presentation speech as a very limited act of persuasion. It naturally follows that you need to have a very clear vision of what you are trying to persuade your audience/client to do.

Your listing speech will help you do that. It’s simply an expression of the main focus of the presentation.

Craft the 3 basic components

• Do the research
• Create an outline
• The presentation itself

THE RESEARCH

• Know your audience; know what they need. Develop an understanding of their individual requirements - ask and discover.
• Focus on their needs and determine the level of need.
• Build out the requirements based on needs.
• Be authentic and gear the presentation toward solving their objections.
• Know your facts, and stats.
• Know your numbers, and your audience’s numbers.
• Know your presentation.
• Practice, practice, practice.

In order to be a successful presenter and speaker, (one who connects with audiences powerfully and makes an impact on them, and moves them to action), you must shift your orientation. You need to think of yourself as a strong listener who guides the audience where you want them to go, rather than someone like a lecturer or overbearing sales person who tells them. You need to listen to your audience.

You are there because of them, and your presentation won’t happen unless they ‘get it’!

Considering that an audience only typically hears 10 -30% of what you say, you must be clearly focused on their needs. NOT YOURS.

CREATE AN OUTLINE

• Have 3 major points to discuss – these must contain a benefit for the potential recipient
• Make it interactive.
• Get them involved in the marketing strategy, and the market comps.
• Create a schedule for the presentation - an organized flow of your thoughts.
• Use quotes, stats, and video where possible.
• Adding other media will keep everyone engaged.
• Answer the W.I.I.F.M. (What’s In It For Me). The only reason they are listening is to hear that.
• Make sure you attention is focused directly on them.
• Emotion is more engaging and memorable. Emotion polarizes people and they are more likely to react.

If you can articulate your skills and your value, you will be valued. It is commonly believed that a better presenter or speaker is a better leader. The client or consumer needs a leader. Leaders have the ability to move people to action.

THE PRESENTATION ITSELF

• Tell them what you’re going to tell them - what story you are going to tell them?
• Then tell them
• Weave stories into your presentation and you will find they respond.
• Frame your presentation in terms of a powerful story. Make it meaningful.
• Use the principals’ story and application principal. The most common principal story is the Quest. ( A hero sets forth reluctantly to achieve a difficult goal – encounters obstacles – overcomes and reaches the goal.)
• Make sure you make your major points.
• Your presentation is not a data dump of how much you know. It is LEADING your audience on an important journey to a decision – changing your listeners mind. NOT an easy task.
• Complete your journey by taking your audience to the promised land of success. Be concrete about the benefits, paint a compelling picture of positive things. The idea is that you get your audience to do something with you. Something they might be considered the first step in the journey of commitment and change that you want them to take.
• Don’t make classic mistakes by making this presentation all about you.
• Don’t deliver too much content, talk, talk, talk.
• Don’t forget to recap and bring the points to a close.

Top tips to follow

• Less is more.
• Don’t put a 50.00 steak on a paper plate
• Make sure your energy ebbs and flows.
• Use words and pictures, infographics and visuals to hit home.
• Prepare, Practice, Rehearse, Repeat.

The shorter the presentation the more preparation you require to drill down to your 3 core points. A presentation is most impactful when you meet the emotional needs of your audience. Have fun, and your energy, passion and enthusiasm will shine through.