STEP 3: Create Compelling Presentations That Sell (Part 2 of 3)

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February 16th, 2009
Filed in: Leadership, Lifestyle, Public Speaking

Do you want to read the previous post in this series? Just go to http://tinyurl.com/b5hdvn

As I have been discussing in my previous blog post, there is a system in hooking your audience’s attention and getting them at the peak of their interest into what you are presenting.

Here’s the continuation on how to “snag” audiences’ attention with your props and presentation medium:

1. Auditory

Audio learners get cued in with “listening” verbiage. Because you are speaking, the auditory component is already engaged. To deepen the connection, be sure to infuse auditory language cues. Additionally, changing intonation, speed of speech and loudness will further engage the auditory learner.

2. Visual

Visual learners get cued in with “visual” verbiage. They also need to see things. This is where using visual props is vital to connecting to this learning style. Three kinds of visual cues that I have used are handouts, PowerPoint, and flip charts.

Handouts

I’ll put this out on the table right now. The master “closers” don’t use handouts. The thinking is that if they get something from you that has too much information, you have lost their need for more.

Many speakers will use one of the trainer-oriented tools like:

- 6-up/3-up slide printouts
- Fill in the blanks
- Written explanations in book format
- Checklists and/or forms
- Key words with room for notes

Here is what I suggest. Do what works to help you achieve the desired outcome. People will take notes. It is in their nature. If you are going to give handouts, I highly encourage you NOT to use 6 up or 3 up slide printouts.

These type of handouts are created from your PowerPoint slides. Up slide printouts are very corporate in nature and it does not encourage an interactive experience.

A more interactive and engaging type of handout is a fill-in-the blank or key word. It encourages them to follow along and need information from you. Or be really bold and provide a “hot-sheet” for tips that has your contact information at the bottom.

The benefit of not doing any handouts at all, besides the fact that master closers never use handouts, is that you save a lot of money!

PowerPoint

Microsoft PowerPoint is the industry default for on-screen slides that the audience follows along with. The best use of this type of visual is high-level key words. Do not create a dense paragraph of content that the participants need to read. It’s meant to be a visual cue for your key points.

Flip Chart

Flip charts are a GREAT tool for your presentation. There are two ways to use a flip chart: prepared charts and drawing in the moment. If you don’t have good handwriting or drawing skills, I recommend that you prepare your charts ahead of time.

When using flip charts, be sure to prepare in advance how you will position the chart on the stage, what colored pens you will use for each point, and how you will stand so that you don’t block any viewers.

3. Kinesthetic

Kinesthetic learners retain better when they can experience something firsthand. They need to touch or feel something. One of the most effective ways to engage the kinesthetic learner is to give them exercises.

Exercises

An exercise is a live demonstration of how something will work. This usually ties into the “how” segment. There are hundreds of ways to create this experience. I’ll give you a few examples here. Let’s pretend your topic is goal setting.

• Ask everyone to write out their goal.
• Invite someone to the stage to be an example.
• Have them pair up with a neighbor to share a goal.
• Give them a principle and have them write in a journaling exercise.
• Any combination of the above.

The most important thing to remember with exercises is your time limit. The longer your time limit, the more exercises you can infuse into your program. I don’t recommend interactive exercises for any presentation less than one hour.

Give Aways

A give away is another experiential opportunity. Here are some examples:

• A sample product or promotional gift at their seat.
• Contest from stage.
• Answering your questions “thank you” gift.
• Raffle prize from stage

Give aways work because people can touch and feel what you are offering them. It gives the kinesthetic learning style a way to understand the value you offer. This is a VERY effective way to increase your back-of-the-room sales.

Give Examples and Case Studies Through-out the Presentation

Weave into your presentation real life clients who have given you permission to share their successes using your products/services. What happens is the audience begins to experience rapport through a “third party endorsement” and builds faith in you being able to help them. Try to have people who are similar to your audience or have name recognition.

Use Real Examples of Your Products/Services

When people see your “stuff” from the stage, they get more curious. When you relate specific components to the audience as part of your speech, they are being educated as to why they need it for themselves. The best is combining a testimonial into an explanation of your product/service.

Tell Them What Their Continuing Education Opportunities Are

Many speakers lose it when it comes time to do “the close.” The close is when you invite people to take part in your continuing education offer. There are three reasons speakers crumble at this point: either they don’t know HOW to do it, they FEEL “pushy” selling from the stage, or they have a LIMITING BELIEF about their value of offering.

I know I certainly had my own challenges here because I didn’t know HOW to do it without feeling like a snake oil salesperson. When I learned the SIMPLE techniques to help the audience learn about the offer BEFORE I ever asked for them to buy anything, it was like I was giving away gold bullion. It just flowed.

Stay tuned to Achieving Financial Freedom: STEP 3: Create Compelling Presentations That Sell (Part 3 of 3).