PLEASE DO NOT START THE TAPE UNTIL INSTRUCTEDneely-training.com/wp-content/uploads/2018/08/WORKBOOKVIDEO.docx · Web view, as outlined on page 2 of the workbook, prior to beginning

DON'T CHOKE ON THE BUTTERFLIES Improving Your Presentations

1PLEASE DO NOT START THE VIDEO UNTIL INSTRUCTED

Our PurposeTo develop a set of skills and abilities for the formal presentation and/or training process,

In a way that;

Involves you in an interactive learning process which tests your learning,

Focuses on the skills and abilities which you have identified as areas requiring an increase in personal mastery,

Provides a practical set of presentation and communication tools based on a clear understanding of the audience's motivation,

So that you will become more comfortable and effective when speaking to a group.

Results You Can ExpectAn increase in:

Your confidence level to deliver presentations, together with realistic expectations for the process.

Your ability to communicate with an audience and to motivate the audience to take action.

The likelihood of making successful presentations in the future.

Your commitment to improve in your specific development areas.

Capability RequiredYou should complete the prerequisite portion, as outlined on page 2 of the workbook, prior to beginning the video/workbook process. You will need to set aside approximately one half day to go through the workbook process. If you have an upcoming presentation, use it and this workbook in conjunction with the video. If you do not have an upcoming presentation but want to improve your presentations for future use, use the video and follow the process in the workbook as closely as possible. Not every exercise will apply in the latter case.

D. K. Neely and Associates / All Rights Reserved (613)546-6532 Page Version 1.1 - Prepared Using WordPerfect 6.0


Process Overview

A. Prerequisites

Before we begin the process of improving your presentations, we need to ensure that you have completed or prepared the following, if you are about to do a presentation:

1. Choose a topic for your presentation

My topic is:

2. Identify your audience and attempt to determine why they will care about your topic.

My audience is:

Why will they care about my topic?:

3. Gather the information that you will require for the presentation and put it in a logical order.

4. List below, the areas that you need to improve in order to make more effective presentations. (use input from others as well as your own

thoughts)If you are an experienced presenter or if you have a presentation that you have done


A. Prerequisites B. Top ten reasons why presentations fail C. Personal Improvement Areas

- Three keys to success D. Improving your presentations - Six key areas

1. People 2. Communication3. Preparation4. Planning5. Technique6. Feedback Form

E. Preparation Workshop - Putting it all together F. Personal action plan


many times, spend most of your time in prerequisite item #2 and try to better understand your audience's motivation.

Start the video when this preliminary work is completed and follow the facilitator's comments and instructions, using the workbook to take relevant

notes. You will be guided throughout the process by verbal instructions and exercises.

B. The Top Ten Reasons Why Presentations Fail

According to my research and observations, there are a few common errors made by many presenters:

Can you think of additional mistakes that you have observed?


1. Not knowing the audience and their motivation

2. Not communicating effectively with the audience

3. Not reading the audience

4. Poor preparation

5. Inappropriate knowledge/information level (Insufficient or over their heads)

6. Inability to relate the material to the audience

7. Poor content and structure

8. Too much information or material for the time allotted

9. Not grabbing the audience at the start of the presentation

10. Poor or insufficient use of audio/visual aids


C. Your Personal Improvement Areas

Your success will require three things:

1. Competence - You must have it and be able to transfer a degree of increased competence to the audience.

2. Personal Initiative - You must seek opportunities to present the material

3. Positive Attitude - You must display it at all times and instil it in your audience.

Stop the video and complete the following:

It is crucial that you seek a balance in each of these three success elements in every presentation. Determine which, if any of these three elements you need to develop and write it in as the first improvement area that you should work on below.

Taking into account the improvement areas that you originally listed for item 4 on page 2 and considering the list of common errors or omissions, which of those areas will you need to focus on? List 5 key areas below.

1.

2.

3.

4.

5.

Why should you improve? - List below the primary reason(s) for you to improve your presentations and then write these reasons at the top of your action plan

(attached).

1.

2.

Start the video as the facilitator discusses the key improvement concepts that will help you. Use this workbook and your personal action plan to create a permanent record of your thoughts and ideas.



D. Improving Your Presentations - 6 Key Areas

Key Area 1. - People Since every presentation is essentially an interaction with groups of people, we

need to look at some basic concepts in order to better deal with them.

Types - The basic types of presentations are

1.2.3.

Other types include:

Common Goal - Regardless of the type of presentation, the common goal is to in a way that it is and .

The secret word is . In order to reach your audience you must spend time in understanding what their basic is. As you recall, success will require Positive Attitude and Personal Initiative from your audience members. In order to help create these there are 4 things you must consider during most presentations: (see pages 23-24, Reference Section for more information)

1. Catch Attention - What's in it for me?

2. Arouse Interest - Explain the benefits clearly

3. Stimulate Desire - Convince them

4. Motivate Action - Ask them to take action

Learning Styles - People learn in three basically different ways:

1. Visual learners - they learn by __________ and they require ____________

2. Auditory learners - they learn by _________ and they require ____________

3. Experiential learners - they learn by __________



and they want to ___________

In your presentation, you should seek a balance of all three areas.Another important consideration is the fact that human brains are not equipped to deal with large amounts of information. In fact, psychologists refer to it as:

Primacy - we usually remember the first (7) words we hear or see

Recency - we usually remember the last (7) words we hear or see

Because of this phenomena, you should try to deliver your information in several small amounts, rather than large portions which will overwhelm others.


A. Choose the type of presentation

Is your presentation: Informational / Educational / Persuasive ? (circle one)

Will you want an interactive presentation? Yes ? No?

If so, how much interaction will you want?

B. Clarify the goal for your presentation

What is the purpose for this presentation?

Regardless of the type of presentation, you want to communicate information in a way that it is understood and retained. In order to have the audience on the same

wavelength, you need an effective purpose statement which will appear early in your presentation, such as: "My purpose here is to explain the benefits of my solutions and to get your commitment to go ahead" - This type of statement makes it clear that you are trying to persuade the audience to make a decision.

For your current presentation, your purpose statement might be:


HINT # 1 - Understand your audience's motivation and learning preferences.


Keep this statement in mind, as we will refer to it later in the workbook.C. Understand the audience's motivation to listen to you

The audience will usually make or break your presentation. Many presenters are so sold on their own idea that they lose sight of the fact that the audience might not care. As a result, they make no attempt to reach or understand the audience. Each

member of an audience is tuned to radio station W.I.I.F.M - "What's in it for me?", and you need to spend considerable time in an effort to understand what they might want. Often they are looking for solutions/ideas to save money or increase revenue.

Consider your anticipated audience and complete the following:

1. Why should they care about your ideas and solutions? (What's in it for them?):

2. What kinds of problems do they require solutions for?

3. Does your current presentation identify their problems and relate how your solutions will help them? Yes No ____

4. If not, what should you add to your presentation?

D. Have a balance to reach the audience's learning styles

Consider the anticipated audience and your content:

1. What is in your presentation for the visual learner? (pictures, visuals, actions etc.)

2. What is there for the auditory learner? (words, dialogue, reference material etc.)

3. What is there for the experiential learner? (exercises etc.)



4. What could you add to have more balance if necessary?

Start the video and make notes in the workbook as the facilitator discusses some of the communication issues that you will need to pay attention to.

Key Area 2. - Communication

Most of the essentials of communication become more vivid and important when you are making a presentation. You need to be act as natural as possible and treat it like a conversation with your friends, just like a backyard BBQ The following key elements of communication are often mistreated by presenters:

Words - You must fight the urge to use your special jargon which often is a barrier to communication. You must also try to avoid the overuse of "filler" words such as OK, Um, Ah etc.. - Use natural language.

Posture - Avoid being too rigid and stationary, such as standing behind a podium or standing with your hands folded in front of you.

Try to be natural, yet animated since "motion causes emotion".

Eyes - Eye contact is a way of reaching out to your audience. Try to "keep the windshield clean" by regularly scanning the audience from side to side. For one-one contact look at the bridge of their nose, don’t won’t be able to tell.

Facial Expression - Show your enthusiasm and sincerity in your face. Do you really look like you care and that you believe in your subject?

Gestures - Have a "quota" of appropriate gestures, in order to be animated. If you use gestures a lot, limit them by leaning on a desk. Emphasis - You must emphasize key parts of your message by doing

things as raising your voice, repeating, having them write it down etc.

Voice - Record your voice from the back of a room and then pay attention to three key elements:

Inflection - changing the pitch Volume - changing the volume Cadence - varying the tempo



Humour - It helps everyone relax when humour is used, especially the presenter, and you gain rapport with the audience. Caution: If there is any chance that someone might be offended - don't use it!

Listen and watch - You must engage in two way communication. You need to be able to read the audience and watch for non-verbalbehaviour, such as coughing, fidgeting, frowning etc.

Fear - You need adrenaline to flow, so welcome the fear. You need to learn how to "Get the Butterflies to Fly in Formation" as Dr. Rob Gilbert once said.

Stop the Video and complete the following:

1. Considering the elements of communication that were discussed, which areas do you need to work on?

2. Have you taped a practice for this presentation? (audio or video) Yes No 3. If you have taped a practice, go to your Personal Action Plan and make a commitment to review the tape and evaluate how well you communicated. Note: there

is a formal evaluation form (see page 28) which we will discuss later.

4. If you have not taped a practice, go to your Personal Action Plan and make a commitment to do so, and evaluate your efforts. Include a completion date.

Start the video and make notes in the workbook as the facilitator discusses some of the preparation issues that you will need to pay attention to.

Key Area 3. Preparation

There are four elements that you should consider: Research, Participation, Handling Challenges/Objections and Practice. Since knowing and reaching the audience is responsible for so much of your success, we will spend much of our energy in that area.

A. Research

Know the audience


HINT # 2 - Communicate as if it were a backyard BBQ with your friends


. why? (50% of common errors are directly linked to this)

. what do we need to know about the audience?


1. In which areas do you need to know more about your audience in advance?(e.g. knowledge level, motivation, learning style, informal/formal, current problems, future problems, sense of humour, etc)

2. How can you obtain this information:

a. In advance?

b. During the presentation?

Start the video and make notes in the workbook as the facilitator continues the discussion of the preparation issues.

Know subject - 4 times rule (research and practice) - 10 times rule for some presentations

A/V aids- why use them?

A -R -

- what is best choice?

Facilities - check out in advance


1. What is your current knowledge level? (e.g. sufficient to handle most challenges, able to go much deeper on key issues if required, etc.)

(Circle one below)Superficial / Adequate / High Degree of Knowledge

2. Do you have the appropriate amount of information in your presentation for the


HINT # 3- Do your homework to understand the subject and your audience


time allotted, considering the audience and their knowledge level? (i.e. will the audience be overwhelmed by the amount of information presented?)

(Circle one below)Inadequate / Sufficient / Overwhelming

3. What additional A/V aids would improve your presentation, if any?

4. In general, what additional research do you need to do, in order to be better prepared?

Start the Video as the facilitator continues the discussion of the preparation issues.

B. Participation

Considering things such as the audience, the topic and the time available, you may or may not want audience participation.Do you want it for yours? Yes, a lot Yes, some No

Why? - There are many benefits to having audience participationF - R -R -A -C -

I hear, I forgetI see, I rememberI do, I _______ Audience levels can go as high as % with participation

How can you get it?- ask for a show of hands- have them fill in blank area of an slide or flipchart- answering or asking questions- exercises- huddle in groups- and much more ... be creative

A few words of caution about audience participation:If you allow too much participation, you can run out of If you don't include everyone, you might someone




1. Considering all of the factors such as time available, do you have sufficient audience participation built into your presentation? Yes No

2. What could you do to increase the level of audience participation?

Start the video as the facilitator completes the discussion of your preparation.

C. Challenges/Objections - must always be answered or Don't jump in

- listen/pause - repeat- rephrase - minimize

Ask the audience

Take it off-line- get to it later- discussion at break- get back to them

Seek agreement

D. Practice - "Practice makes permanent - Perfect practice makes perfect"


HINT # 4 - Get participation whenever possible and practical to do so.



1. What challenges or objections do you anticipate during your presentation?

2. How will you deal with each of them?

3. Do you need to do further preparation in order to determine and deal with additional challenges? Yes No

Make an entry on your Personal Action Plan, if relevant.

Start the video as the facilitator begins a discussion of the planning issues.

Key Area 4. Planning

A. First 1 or 2 minutes - the opening is critical for your presentation

You only have 60 seconds or so and in that time you must:

1. Grab the audience by letting them know 2. Clearly state the of your presentation3. Show your about the subject

B. Structure


1. A visualization or mental practice has the same value as a dry run.

2. Memorize the opening and rehearse it as much as possible.

3. Practice the closing in the same way as the opening so you end on a positive note.

4. Once you have prepared, 4 dry runs or complete practices should be enough. The final practice should be the night before so your brain can sleep on it.


Layers of information: Very often, presenters spend too much time on inappropriate information and fail to deliver their message effectively. You must decide what is important for the audience to hear in the time that you have available. There are three layers of information that need to be considered:

1. What you discuss

2. What you to discuss

3. What would be to discuss

The Three Tells: (to determine your basic structure)

1. Tell them what …. 2. Tell them3. Tell them what ….

Think about a presentation in terms of a hamburger, where everything has an order and a reason for being there. The buns may be likened to the first and third tells. The second tell consists of the meat (the goal of your presentation) and the condiments/garnishes (lettuce, tomato, mustard, etc.) which are placed before the meat to suit the individual's tastes.

For your presentation to succeed, keep in mind that not everyone likes their hamburg the same way. You must tailor it to the audience and focus on those items which they need to hear, in order to achieve your goal.

So too, the elements of your presentation have to be in a logical order as follows:

The Purpose/Opening

- the first Tell- grab them, be enthusiastic


HINT # 5 - Use the 3 Tells


- state your purpose- show an agenda for the presentation

The Body

- the second Tell- logical steps to achieve your goal

. get commitment or ask for decision

. do an exercise

. question and answer period

The Summary/Close

- the third Tell- briefly review the agenda- point the way ahead- thank the audience

C. The Purpose Statement - (refer to Item B on page 6 for your earlier version)

Before you begin, you must complete the statement: "The reason I am making this presentation is... , as follows:

There are three elements to a complete purpose statement:

1. To - describes the task or issue (what will be done)

2. in a way that - describes boundaries around the task/issue(how it will be done)

3. so that - states why the task is necessary (why it will be done)

(source: Canadian Network Learning Forum - CNLF)Although the audience does not necessarily need to see or hear the complete purpose statement, it is important that you have one in planning your presentation. Refer to the purpose statements on page 1 of this workbook for an example.


1. Evaluate your opening statement(s). Will it grab the audience and clearly show what's in it for them? Is the purpose clear? Is your enthusiasm evident?

What could you do to improve your opening?


HINT # 6 - Ensure both you and the audience understand your purpose & issues


2. Examine the layers of information in your presentation. Are you focused onthe things you must say? Review the material in your presentation and try to determine whether each piece of information is a Must/Ought/Nice to say, considering the audience and the time. You may want to lay it out as a separate page in three columns and then place each item in the appropriate column as follows:

MUST SAY OUGHT TO SAY NICE TO SAY

e.g. - Intro - Show benefits

- Offer proof of benefits

- Tell war stories

This process should be completed each time you plan a new presentation.

3. Write a clear, concise purpose statement for your presentation as follows:

The purpose of this presentation is:

To (e.g.. to outline the benefits of our new process)

In a way that (e.g.. in a way that deals with your real issues and allows for two way dialogue)

So that (e.g.. you will be willing to go ahead and make a commitment)

4. Is your summary/close as strong as your opening? Since the close will be the last thing they hear, it forms a lasting impression. Very often, presenters spend a lot of energy in planning and rehearsing their opening and neglect the close.

What do you need to do to improve your close?

Start the video and make notes in the workbook as the facilitator discusses the final issue involved in planning your presentation, the control of time.

D. Time Control

You must stay within the time guidelines or you will not achieve your goal and you may alienate the audience. Being able to control the usage of time is the mark of a seasoned presenter.

How?



1. Plan backwards (e.g. how much time is needed to do the essential element?)

2. Use reminders (e.g.. notes on slides, timing sheet)

3. Use an extra clock or watch (don't look at the watch on your arm)

4. Renegotiate the time allotment if you start later than planned

Stop the video and complete the following:It is essential that you know how much time is available and keep track of time as you are making the presentation. Using the "Plan Backwards" concept, identify:

1. How much time will you need to properly close and leave a positive, lasting impression? minutes (minimum)

2. How much time will you need to complete the crucial exercise or discussion that forms the meat of your presentation? (i.e. what you must do) _______ minutes.

3. If you subtract the total of the times for questions 1 and 2 from the total allotted time, the answer becomes the remaining time available for you to open your presentation and complete all the logical steps which lead up to your crucial exercise or discussion.

How much time is available? minutes. If you have too much material for this available time, examine that material, keeping in mind the layers of information, and focus on the things you must say within that time.

Start the video as the facilitator discusses some of the A/V techniques which will help you in delivering your presentation.

Key Area 5. - Technique

Flip charts – I will always use this for my focus, even when I am delivering a multimedia presentation - use bullets (must says)


HINT # 7 - Control time by planning backwards


- write notes faintly in pencil. stage directions. information - especially "must says". draw circles and shapes in advance. let audience help you fill in information (retention/participation)

- control sequence by using blanks and masking tape markers

PowerPoint Slides – Most of the concepts apply to any slide K.I.S.S. - 5 points per page, use must says, keep them large/legible - Use mounts/borders

. for stage directions, page numbers and information

. use swizzle stick, speak to bullets, improves eye contact- Use "layering" to develop the slides sequentially e.g. good for graphs and adding next year's figures- Use a blank slide with a question to generate discussion

3M Post-it Note Flip Charts – Used as a desk top flip- The same rules apply as for flip charts, only the notes are on the back of each page for you to see as they are flipped.

Handouts- K.I.S.S. and use must says with places for the audience to take notes- Have more detailed material at the end of the handout- Number each page so that they can be easily referred to- If you find a spelling mistake, re-do the handout

Key Area 6. Feedback and Critique

A post-mortem is invaluable if you are to improve as a presenter. Most people are so relieved to be finished, they seldom complete the process by doing a critique. Refer to the form on page 28 in this workbook, which will be discussed by the facilitator. It has been designed to deal with all or most of the key concepts which have been discussed. Feel free to photocopy it or alter it and use it at your discretion. Make an entry in your Personal Action Plan that you will evaluate each presentation.


HINT # 8. Hide your notes using 'speaker notes' HINT # 9. KISS - 5 Key points on each page, based on your "must says"HINT # 10. Build complex information in a sequence using layering or slide series


Stop the video and complete the final exercise.

E. PREPARATION WORKSHOP - Putting it all together

1. Review all the notes and ideas that were presented and make a list of key changes to your presentation

2. Once the changes have been made, do a dry run and video yourself.

3. Replay the video and use the feedback form on page 28 to critique yourself. If possible, have others critique you at the same time. Once you are satisfied, practice the presentation three more times (with or without an audience).

4. Make your presentation, with the feedback form in mind, and critique yourself as soon as possible after the presentation.

Personal Action Plan

Make a note to review all of the reference material at the back of this workbook. List at least 3 ideas that will work for you, including video taping yourself. Within 24 hours, complete your Personal Action Plan form and have someone witness your signature.

Summary We've looked at the following:


A. Prerequisites B. Top ten reasons why presentations fail C. Personal improvement areas - Three keys to success D. Improving your presentations - Six key areas

1. People 2. Communication3. Preparation4. Planning5. Technique6. Feedback Form

E. Preparation Workshop - Putting it all together


TOP TEN HINTS FOR YOU TO REMEMBER

Additional Techniques

1. Flip Charts – Even with the newest technology, this is a great tool


HINT # 1 - Understand your audience's motivation and learning preferencesHINT # 2 - Communicate as if it were a backyard BBQ with your friendsHINT # 3 - Do your homework to understand the subject and your audienceHINT # 4 - Get participation whenever possible and practical to do soHINT # 5 - Use the 3 TellsHINT # 6 - Ensure both you and the audience understand your purpose & issuesHINT # 7 - Control time by planning backwardsHINT # 8 - Hide your notes using 'speaker notes'HINT # 9 - KISS - 5 Key points on each page, based on your "must says"HINT #10 - Build complex information in a sequence using layering or slide series

PRACTICE MAKES PERMANENT - PERFECT PRACTICE MAKES PERFECT

TEN STEPS TO A FOCUSED PRESENTATION1 - Choose your topic and research it thoroughly2 - Research your audience thoroughly - e.g. what is their needs/motivation?3 - Write a clear purpose statement and identify the results that you expect4 - Lay out your key points in a logical manner, using the 3 Tells as a guide5 - Separate your information into "Must, Ought and Nice" items6 - Prepare your A/V aids based on the "Must Says", i.e. keep them simple7 - Time your "Must Say" version to ensure you can achieve your goal within the allotted time8 - Add levels of participation as the remaining time will allow9 - Write out your introduction and Ending and memorize them10 - Run through the presentation 2 times and then add your 'script' notes

and PRACTICE, PRACTICE, PRACTICE!


- Use bullets (must says)- Write notes faintly in pencil

. stage direction and information - especially "must says"

. draw circles and shapes in advance

. let audience help you fill in information for participation/retention- Add colour whenever possible, but try to stay within a central colour scheme - Control the sequence by inserting blanks, using masking tape markers- Make an overhead of letterhead, pictures etc, then project them onto the flip chart and trace/colour it - it is very impressive- Use "Post-it" Easel pads from 3M - They stick on the wall like a Post-it note- Prepare in advance - keep lettering large and legible, try markers - are they dark?- Use upper and lower case to improve penmanship- Use a pre-prepared list of things such as objections and cross them off as you deal with each of them. Psychologically, you eliminate their arguments- Cover some information with another piece of paper to hide it and arouse curiosity- Left or right handed? - Stay on the proper side, to maximize eye contact- Practice at home using coat hangers over a bedroom door or stick pins on wall

2. Slides – This still applies to today’s video projectors, Power Point etc.- K.I.S.S. - 5 points per page, use 'must says' as bullets, keep them large/legible - Use "layering” to develop the material sequentially e.g. good for graphs and adding next year's figures- Use a common motif...same layout and colours for each page- Don't speak to the screen - maintain maximum eye contact!- If the screen is faded by overhead lights, unscrew some bulbs- Use a white screen (in one corner to maximize viewing angle)-Turn the projector off when you are not using it...the light/sound are distracting- Is a spare bulb available and can you change it?- Practice using the projector so you are comfortable- Don't block the screen. Make it easy for your audience to see by moving out of the way as often as possible, ideally you should move towards the audience.- use as much audience participation as possible (i.e. type in their responses) - be prepared for the worst case scenario of a power failure, by having audience handouts and back up

3. Handouts- K.I.S.S. and use must says with places for the audience to take notes- Have more detailed material at the end of the handout- Number each page so that they can be easily referred to- If you find a spelling mistake, re-do the handout- There are advantages to handing them out in advance or at the end (choose)

Presentation Hints

1. Don't be too hard on yourself - perfectionists feel that they must be brilliant or else the



speech is a disaster. Be yourself, prepare, rehearse and you will do fine.

3. Create a "positive image" of the audience. They are human beings just like you - they want to hear what you have to say.

4. Use your imagination - imagine yourself giving the greatest talk ever. Go over each step in your mind.

5. Positive self-talk - "When I speak tomorrow, I will look good, feel good and be confident."

On the day of the talk:

* Walk off your nervous energy

* Wear something familiar, an outfit that makes you feel good

For the Jitters:

* Breathing - put your hand on your stomach to feel it rise, and then inhale slowly. Controlled breathing also can be used during the speech and helps to control your voice.

* Trembling hands - grab your chair arms and pull for a count of 15, as if trying to lift the chair. Nobody will notice.

* Dry mouth - singers chew their tongue (gently) to increase saliva flow. Have a glass of water handy.

* Tension at the start - tense, then relax your hands. Breathe deeply. Touch your face gently. Lots of speakers who appear to be collecting their thoughts are doing these things to relax.

During the Speech:

* Make eye contact - a warm connection with the audience is essential.

* Smile and look glad to be there - it will help to lower your heart rate and relax.

* Imagine your audience in different circumstances - one speaker pictured his audience in their underwear, or eating lunch and paying him no attention.

* Positive self talk - "This is tough but I am prepared," or even better, "If they knew as much as I do, they would be up here."

Sales Presentations - Additional Thoughts



Basic Requirements:

1. Catch Attention

Your presentation must catch the prospect's undivided attention by aiming at his/her self-interest. The question "What's in it for me?" should be answered at the beginning and throughout your presentation. Here are some examples:

"Mr. did you know that 75% of the firms in your industry use computers to manage their inventory?"

"Ms would you like to know how you canimprove employee productivity in your shippingdepartment by as much as 25%?"

2. Arouse Interest

Convert the prospect's attention into favourable interest. Explain the benefits of ordering your products or service. Here's how to understand which benefits will appeal to your prospect:

* Find out why they do what they do; what is it that they want most?

* Relate what you're selling to these desires.

* List the benefits that you offer.

* Take this list on the road and try them on typical prospects.Focus on benefits that are exclusive to your product/service

* Select the benefits that get the greatest response.

3. Stimulate Desire



Convince your prospect that you are telling the truth, and the best proof is to offer facts:

* Specifications - you should know the "nuts & bolts" of what you sell.

* Expert evidence - results of tests, reports of authorities (the bigger the name the better).

* User's testimony - nothing can replace the power of what other user's say, especially in their own words.

* Guarantee - if possible, have one in your presentation.

4. Motivate Action

You must take the initiative and tell your prospect that you want him/her to make a decision. If you have followed the previous steps, the prospect will flash buying signals. Watch them and go for the order. Example: he/she picks up a brochure and asks about the guarantee or asks for a fuller explanation of a benefit.

Demonstration Techniques



1. Build up Suspense

Before your demonstration, tell your prospect what you intend to show him/her. You build up expectation and interest.

2. Give Prospect an Active Role

The best demonstrations are those in which the prospect has an active part. You can always manage to give him/her a part to play.

3. Show WHAT, not How

Don't be too technical or you could confuse your prospect. Show what your product can do for him/her - details are unnecessary unless they ask.

4. Demonstration at the Right Time

Start your demonstration at a time that is most advantageous. If it is time consuming, you will first want to create enough interest to justify it. If, on the other hand, your demonstration creates its own interest, try to begin it as soon as possible.

5. Use Paper and Pencil

As you talk about your features, make a list on a piece of paper, read the list and ask the prospect to indicate which features are important to his/her business. What you will end up with is a list of benefits that the customer himself/herself said are important.

6. Don't tell him/her how good you make your products. Tell him/her what good your products will do for his/her business! Products change, but a prospect's self-interest never changes. Sales are based on solutions to problems.

Use Suggestive Selling



Suggestive selling is a diplomatic method of instilling your ideas into the mind of your prospect. It is a potent selling tool that will work for you. Here are some ways for you to consider:

* Ask a question

"Do you think it might be a good idea to...?""What do you think of the possibility of...?"

* Make a direct suggestion

"You might find it useful to begin with...""Might I suggest a one month trial in..."

* Refer to a similar situation

"Mr. Jones has increased sales 30% in 5 months.""Most of our customers have improved by 25%."

* Mention a prominent name

"Haggard University uses our locks for all of it's doors.""Mr. Nixon highly recommends this tape recorder."

* Use a general statement

"Many distributors recommend this to their contractors.""You can save many hours in your business with the right computer."

The Six P's - Keys to Improving Your Skills



1. Purpose

There are three reasons for making a presentation:* To inform (audience chooses retention)* To educate (you choose retention)* To persuade (sell, convince)

You must know your purpose before you begin!

2. Plan

Outline key elements of your presentation. Plan your opening: how will you get their attention? Plan the body: what main points will you cover? How will you sustain audience interest? Plan the close: what impression do you want to leave them with? What should be summarized?

3. Prepare

Write the script - check against your plan for content and time. Consider A/V aids. Rewrite script once and edit - rewrite once only or you could lose your original flavour.

4. Practice

Rehearse several times. Underline key points and practice until these become all the script that you need. Rehearse your use of A/V aids, and check for pace, emphasis, etc. Record yourself - do you sound sincere?

5. Present

Do it as you planned and practiced: it represents your best effort. Do not be afraid to improvise when necessary.

6. Post-mortem

Review what happened against what you had planned. Make a list of things to improve for the future - this is the mark of a professional.

Presenter's Feedback Form



Speaker Evaluator Topic 1. Presenter's Main Purpose:

( ) To INFORM ( ) To EDUCATE ( ) To PERSUADE ...Share Info ...Skill Transfer ...Get Commitment

2. Was the amount of information presented appropriate?( ) Inadequate ( ) Sufficient ( ) Overwhelming

3. Were the 3 Tells used effectively?( ) Yes ( ) No ( ) Partially

4. Did the presenter summarize the main points?( ) Yes ( ) No ( ) Partially

5. Were the A/V aids easy to follow and understand?( ) Yes, all ( ) Yes, some ( ) No, none

6. Did the presenter understand and relate to the audience?( ) Yes ( ) No ( ) Partially

7. Did the presentation grab the audience and motivate them to act? (Catch Attention, Arouse Interest, Stimulate Desire, Motivate Action)( ) Yes ( ) No ( ) Partially

8. Rate the following (S) Strong, (A) Acceptable, (W) Weak( ) Voice ( ) Eye Contact( ) Assurance/Poise ( ) Choice of Words( ) Subject Knowledge ( ) Use of Visuals( ) Use of Gestures ( ) Participation( ) Enthusiasm/Face ( ) Listening( ) Posture/Comfortable ( ) Answering Techniques( ) Reading Audience Reactions ( ) Humour

STRENGTHS

AREAS TO IMPROVE (e.g. time control etc.)



Prepared and Facilitated by

Dave Neely

D.K. Neely and Associates207 Robert Wallace Drive, Kingston, Ontario K7M 1Z8

(613) 546-6532 [email protected]

Visit us at http://www.neely-training.com

Linkedin.com/in/dave-neely-548a53Facebook.com/dkneely/

Twitter.com/neely_dk

FEEL FREE TO SEND THIS TO ANYONE WHO MIGHT BENEFIT FROM IT.

IF IT CAN MAKE A POSITIVE DIFFERENCE FOR ANYONE, I AM DELIGHTED TO SHARE IT!


"Masters of Communication are able to plant the seeds of their ideas in the fertile minds of others

... Dave Neely



Documents

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