Present with Power, Punch, and Pizzazz!
The Ultimate Guide to Delivering Presentations with Poise, Persuasion, and ProfessionalismBy Arnold J. Sanow Henry J. LescaultiUniverse, Inc.
Copyright © 2011 Arnold J. Sanow and Henry J. Lescault
All right reserved.ISBN: 978-1-4620-2027-0 Contents
Part 1 Powerful Presentations Start with Excellent Communication.....................1Understand Your Audience First.......................................................25 Key Principles in Teaching Adults..................................................9It's How You Say It—Not Just What You Say......................................12Rev Up Your Rapport..................................................................1747 Ways to Create Lasting Connections................................................20Boost Your Likeability IQ............................................................23Meet and Greet: Conversation Starters................................................25Men and Women Do Communicate Differently.............................................28Communicating with Different Generations.............................................31Words and Phrases That Sell..........................................................35Words That Weaken Presentations......................................................38Words and Phrases to Use Carefully...................................................40Simplify for Maximum Impact..........................................................44Assume the Next Message You Send Will Be Misunderstood...............................47Manners Count........................................................................50Table Manners Also Count.............................................................53Part 2 Overcoming Speaker Anxiety....................................................55Overcoming Fear—Why We Get It..................................................5613 Ways to Overcome the Fear of Speaking.............................................59The Speaker's Relaxation Exercise....................................................64Meditation Exercise: Counting Your Breath............................................66Part 3 Preparation—The Key to Powerful Presentations...........................67Planning Your Presentation Step-by-Step..............................................68The 3-1-2 Planning System............................................................73Who Is Your Audience? Preprogram Questionnaire.......................................75A Good Atmosphere Equals A Receptive Audience........................................80The Speaker's Planning Checklist.....................................................83Impromptu Presentations..............................................................87Presentation Emergencies—What to Do When Things Go Wrong.......................89Part 4 Delivering Your Presentation..................................................93Thought-Provoking Quotations.........................................................9441 Quick Tips to Powerful Presentations..............................................10112 Most Common Problems..............................................................1047 Steps to Delivering Presentations with Credibility.................................108Are Your Presentations Boring? 7 Ways to Keep the Audience Awake.....................111What Actors Know That Speakers Should Practice.......................................113Presentation Skills Self-Assessment..................................................122Evaluation Samples...................................................................125Evaluation...........................................................................127The Introduction Sets the Stage......................................................128Attention-Getting Openings...........................................................130Keeping Their Attention..............................................................135Body Language Dos and Don'ts.........................................................146Eliminate Filler Words...............................................................147Your Voice Counts....................................................................149Tongue-Twisters......................................................................151Storytelling.........................................................................152Slides Dos and Don'ts................................................................155Handouts.............................................................................158How to Handle Questions and Answers..................................................160Dealing with Tough Situations and Audiences..........................................1627 Powerful Ways to Close.............................................................164Part 5 Special Types of Presentations................................................167What Is a Keynote Speech?............................................................168How to Facilitate a Meeting..........................................................170Deliver a Successful Briefing........................................................1768 Keys to Chairing a Successful Meeting..............................................180How to Become a Successful Master of Ceremonies......................................184Make Your Sales Presentation Come Alive..............................................187Tips for Panelists...................................................................189Presenting to an International Audience..............................................191Media Interview Dos and Don'ts.......................................................198TV Interviews........................................................................204Radio Interviews.....................................................................207Trials, Juries, and Witnesses........................................................209Webinars That Work...................................................................215Successful Teleseminars..............................................................217Winning Oral Proposals...............................................................225Persuading Investors.................................................................233
Chapter One
Understand Your Audience First
Understand others first before having them understand you. —Steven Covey
Everyone learns and comprehends differently based on individual communication styles. That's why one of the most essential parts of any presentation is understanding the various communication styles of your audience. The mistake most presenters make is to speak to others from their own perspective and communication style versus from the predominant style of the person or group they're addressing. For example, in a presentation to sales people, you'd want to have more humor and pictures, and less detail, than you would if you were to address a room of scientists.
To build rapport, relationships, and a connection with your audience, whether that be an audience of one or one thousand, you need to deliver your presentation with the ingredients that they find important—not just what you find important.
To determine your presentation and communication style and learn how to communicate effectively to those who have alternate styles, complete the following assessment:
1. Circle the letters from the list below that best describe you at work at least 80 percent of the time. 2. When you are finished, add up how many a's, t's, p's, and d's you have. 3. If you have six or more letters circled in any one category, then you have some of these characteristics in your personality. The more letters circled in any one category, the stronger the characteristic in your style. 4. Review the descriptions of each style that applies to you, to learn how best to communicate with that style.
Besides determining your communication style, you can use this exercise to help establish other people's styles. Then you can adapt to them to ensure your message is concise and easily understood. Simply review the various aspects (verbal, nonverbal, recognition, and weaknesses) of each style and then determine which style fits your audience. For example, one of the descriptions included in the communication style of "the Promoter" says, "Promoters use stories and anecdotes." So, if you have determined that most of your audience is promoters, you know to use more stories and anecdotes in your presentation.
To determine the most prominent styles of the audience, you can send out this exercise in advance, talk to some of the key attendees on the phone beforehand and listen to how they communicate, or come early to the meeting and get an impression by talking to a number of participants. If you have a group of people with a variety of communication styles, you will need to deliver your presentation with components of each style.
5 Key Principles in Teaching Adults
Key #1—Explain the "So What" People attend presentations, briefings, seminars, and meetings for a variety of reasons. Attendees may be "prisoners" (they have to attend), visitors (they are there but not too interested), or people who really want to be there. Regardless of their reasons, you should validate their presence by explaining the "why" or "so what" of your address. For example, if you are delivering a seminar titled "Winning Presentation Skills," you might start by stating the benefit of learning about this topic. Specifically, you might say that learning presentation skills is important because people who speak well are seen as more competent, smart, trustworthy, and likeable, and they typically move up the career ladder faster than those who don't.
Key #2 —Understand the 3 Different Learning Styles
Be aware of these three general learning styles when developing presentations for adults:
• Visual—The motto of the visual learner is, "Show me." These types of people learn best when there are pictures, graphs, diagrams, handouts, and illustrations. You should also provide stories and examples that create mental pictures. Visual learners become bored with verbal directions alone, or even too many words without any visual aids. They like entertaining speakers and they want to be up front in the room to get a good view. Communicate with them by asking questions such as, "Do you see how this works?" or "Can you picture this?" • Auditory—The motto of the auditory learner is "Tell me." These people learn by listening. They hang onto your every word and the sound of your voice to understand the message you are trying to convey. You can best reach them by speaking clearly in language they understand and asking questions such as, "How does this sound to you?" or "Do you hear what I am saying?" • Kinesthetic—Their motto is "Let me do it." These types of learners need to do something to truly understand it. They process information through touch, movement, and feelings. They get involved in the feelings and emotions you display as you are presenting. They favor interactive sessions and role-playing, and like to touch what they are learning. For example, if you are talking about first aid in the workplace, you need to not only explain how to put on a splint but also allow them an opportunity to practice doing it. Questions to ask them might include, "How do you feel about that?" or "What are you feeling right now?"
Although everyone has a dominant learning style, the reality is that we all have a little bit of each. So a good speaker will invoke all of the above senses to one extent or another.
To determine the dominant learning style of the people you are presenting to, have them take the assessment in the previous chapter. In addition, by listening to various participants, you can get a feeling for an individual's learning style. For example, if someone in the audience keeps saying, "I can see that" or "What does that look like?" she is likely more visual.
Key #3—Keep Everyone Involved
Every three to five minutes in your presentation, there should be an activity, question, or discussion—something to get everyone involved. Attention spans are short, and by keeping people active and involved, you keep them energized and interested. One idea: remember, together, the people who come to your presentations have a wealth of life experience. Every so often, have a few of them give examples of those personal experiences and how they relate to the points you are making. This exercise will make any session more exciting.
Key #4—Speak to Uninterested Participants First
At every presentation you make, there will be people who want to be there and those who don't. If you are delivering to those who don't, make sure to go over the importance of what you are teaching before you go into the material. For example, a number of years ago, Arnold was asked to deliver a presentation-skills training course to professors at a major university. Before the presentation, however, Arnold got wind that the professors were complaining that they were tenured and did not need this type of training. Knowing their animosity, Arnold started his presentation by explaining that although he had been a professional speaker for over twenty years, he still took training courses and hired coaches to help him. This reminder—that even experienced people need to improve continually—seemed to pique their interest right off the bat. In addition, he called the class "Presentation Skills for Already Great Presenters." Had Arnold not taken this approach and just dived into his program about presentation skills, he probably would have had a negative reaction.
Key #5—Be Positive
Always be positive and encouraging when working with adults. If you want them to ask questions or participate, you have to come across as approachable and likeable. An example of how not to do this: we recently observed a presenter responding to a question from an audience member with, "You are way ahead of me. Why would you ask a question like that now? Can't you see we are going to talk about that later?" Needless to say, no one asked questions after that.
It's How You Say It—Not Just What You Say
The most important thing in communication is to hear what isn't being said. —Peter F. Drucker
First impressions are lasting impressions. Studies have shown that people make up their minds about you within just a few seconds of meeting you. So it's important to know that, when it comes to making a good first impression, although what you say is important, your body language and tone of voice matter more. Have you ever heard someone start a presentation with, "I'm excited to be here" in a low, monotone voice? He or she used the words but failed to convey the excitement through body language and tone of voice.
Or, possibly worse, have you ever gone to a meeting where the presenter is not smiling, doesn't make eye contact, and just gives the overall impression that he doesn't want to be there or be approached by anyone?
If you want to persuade, motivate, and just get people to listen to you, you must come across as approachable, likeable, and trustworthy—and to do so, you must pay attention to the messages and perceptions that your body and voice are conveying. Use the following guidelines to do this. Just remember to "SOFTEN" your image:
S is for Smile—A simple smile shows that you really care. It also provides a sense of warmth and increases your likeability and approachability. As the saying goes, "A smile is the light in the window that tells people you are home." One caveat, however, is to smile only when appropriate. Too many times, we have seen presenters smile while delivering disturbing news. For example, one client started his meeting by saying, with a slight smirk, "We are unfortunately going to have layoffs." The inadvertent message he sent was that he really did not care. Our advice to helping people who find it hard to smile is to think of a funny story or incident, or practice smiling in front of a mirror. And take note: this advice is also good for delivering a teleseminar or a presentation over the phone; although people can't see you, your smile will come across.
O is for Open Posture—By keeping an open posture (i.e., legs and Arms uncrossed), you appear to be open-minded, less defensive, less arrogant, and more approachable. This is especially important to remember should someone in your audience express disagreement with you. Many speakers get defensive at such comments, immediately crossing their arms. Such a stance only becomes a barrier and is perceived as a "you against me" standoff . It makes the speaker look less open-minded and approachable.
F is for Forward-Leaning Focus—One of the best ways to show interest is to lean forward and face people when communicating. If you are attentive to them, they will likewise be interested in you. When you meet participants individually, this means focusing on each one and dodging the temptation to keep looking around the room. This will show that you care. In addition, don't look at text messages, take phone calls, or do anything else that takes away your focus.
T is for Territory—In the United States, in general, if you are closer to someone than fourteen inches, that person will feel uncomfortable. The one time you may want to get closer than fourteen inches is when there is a heckler in the audience. Getting into a heckler's space while you are delivering your presentation to the audience will tend to make him feel uncomfortable enough to stop talking.
E is for Eye Contact—One of the most important ways to establish trust and rapport is through eye contact. Although some cultures may view eye contact in a negative manner, for most of us eye contact is positive. Good eye contact is important from the time you walk in the door, and should be maintained not only throughout your presentation but also afterward. If you are a little shy or intimidated by certain audience members, establish instant eye contact by playing a game in which you determine the color of their eyes. By focusing on the eye color instead of the person, you immediately establish a connection without feeling uncomfortable.
Keep in mind, however, that in a business presentation, eye contact should not be held with any one person for longer than three to five seconds. The exception to this rule is when you are making a point. Always focus on the person you are looking at until you finish the point. Doing so will give your statement more impact than if you were looking around. If you are speaking to a large group, pick one person in the middle of a section and focus on him. Everyone in that area will think you are looking at them.
In a one-on-one meeting or in small groups, you can tell if someone likes or agrees with you by looking at their pupils. Dilated pupils tend to indicate concurrence or benevolence. On the other hand, be aware that lighting and other factors can contribute to the size of one's pupils.
N is for Nodding—By nodding, you show attentiveness and enthusiasm, and you validate the listener. By "nodding off" (yawning and looking tired), you give the impression that you don't care. And if you don't care about your audience, they won't care about you. When delivering teleseminars or talking on the phone, you can also "nod." For example, if you rush the person with your tone of voice, or keep senselessly repeating things like, "Okay," "Uh-huh", or "Whatever," it shows you don't care and takes away your ability to build rapport and relationships. One quick caveat: be careful when you nod to acknowledge hearing or understanding what another is saying. Such nodding can be construed as agreement. This is a common mistake of witnesses while testifying in official hearings that can be applied to any conversational situation.
As a summary, here are the top nonverbal practices to remember and to avoid, as stated by consultant James Ruffin, PhD, on jamesruffinconsulting.com:
10 Nonverbal Practices to Remember
1. Your clothing and appearance will be the first nonverbal communication to your audience. Always ask in advance what the appropriate dress is. 2. Make good eye contact with each person you meet, together with a firm handshake, always maintaining a comfortable social distance. 3. Body posture should be toward the audience, with hands down to your side or bent at the elbows, unless making a point. 4. Never stand behind the lectern unless gathering your notes or briefly working with audiovisual (A/V) equipment. 5. Allow the audience to get to know you by showing true emotion. Passion for the product or defense for your client. 6. Rapport brings empathy. Facial expressions, spatial awareness, and true emotion are key to building rapport. Concentrate on your voice. Use pace and tone to accent your words. 7. Hand gestures should be used sparingly and only to make specific points, as these gestures are often misinterpreted across social, economic, or cultural lines. 8. Be attentive to the nonverbal signals you receive from the audience and adjust accordingly. If they look confused, clarify what you are saying. If they look bored, move on to different material. 10. Incongruence between the body, face, and voice will lead to broken connections and lost trust with the audience. For example, if the presenter wants to persuade you about a point he is making and then crosses his arms or steps backward, believability is lost.
10 Nonverbal Practices to Avoid
1. Incongruence between what you are saying and what your face and body are saying. 2. Emotions that make others feel uncomfortable. Otherwise, the more you share your true emotions (e.g., stress, fear, anxiety, anger, disgust) the more your audience will open up. 3. Invasion of someone's intimate or personal space without invitation or permission, unless he is causing a disturbance or becoming a heckler. 4. A blank stare into space or random looking around. These practices show disinterest and a lack of confidence.
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Excerpted from Present with Power, Punch, and Pizzazz!by Arnold J. Sanow Henry J. Lescault Copyright © 2011 by Arnold J. Sanow and Henry J. Lescault. Excerpted by permission of iUniverse, Inc.. All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
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