Have you noticed how some people manage to make presentations which leave you feeling extremely impressed? You may not know if it’s been the content or the style; but if they were selling, you’d certainly be buying! So what’s their secret?
These presenters know people buy as much on feelings as on facts, so they deliberately design and deliver their presentation to generate particular emotional states in their audience. They:
a) Know what state their audience will be in at the start
b) Decide what state they want them to be in at the end
c) Work out the stepping stone states they need to take them through
d) Lead them through these states in their presentation
By knowing in advance the sequence of these states they’re able to apply the right actions that keep their audience emotionally and mentally engaged with them. Let’s take an example of how you can do this.
Imagine you’re presenting your company’s new service to a group of business people.
a) Define their current state – e.g. Indifferent.
b) Define the desired state – e.g. Engaged
c) Define the intermediate states – e.g. Skeptical: Curious: Interested
d) Link these states in sequence – e.g. Indifferent – Skeptical – Curious – Interested – Engaged
e) Decide what evidence you need to indicate they are in the state you intend them to be in. e.g. What do you want to hear them say or do?
f) Select an action to move them from one state to the next – e.g. Indifferent – Skeptical:
Talk about a company that has used your new service. (Likely reaction – “Just because it’s worked for them doesn’t mean it’ll work for us.”
Skeptical – Curious:
Pick a specific business issue they are grappling with and show how your service can benefit them. (Likely reaction – “We can see the merits, but can it really work for us?”
Curious – Interested:
Take another of their issues and go into detail about value/cost, modus operandi etc. (Likely reaction – “Yes, we can see the potential and exactly how it could work.”)
Interested – Engaged:
Move into your call for action, whatever that may be.
The actions to lead them through the sequence of states are key. For example, you may conclude that one-to-one meetings might work better at the start, and having a well prepared case-study is essential.
Interestingly as you plan it out you may even realize that a presentation isn’t going to be the best way to get the result you want. And avoiding wasting other people’s time in presentations is a particular value of knowing this secret!