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HOW TO SELL ANYTHING

7 Ways to Make Presentations More Convincing

Presentations are more persuasive when they touch both mind and heart at multiple levels.
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The point of a presentation is to convince decision-makers to make a public commitment to whatever you're selling, according to G. Richard Shell and Mario Moussa, co-authors of the excellent book The Art of Woo. Here's how:

1. Make it vivid.

Rather than abstract concepts ("reduces costs," "increases productivity") use concrete, real-life examples that carry emotional heft with the audience ("saved ABC $1 million," "prevented XYZ from going bankrupt.")

2. Put your heart into it. 

If you don't really believe in yourself, your firm, and its offerings, you'll persuade nobody.  And it's not enough to simply believe... it must be obvious to the audience that you're a true believer.

3. Tell a story. 

Humans use stories to order events so that they make sense to their daily lives. Your presentation should have a hero who overcomes obstacles to achieve a goal. BTW, the hero must be the customer, not you.

4. Personalize your examples.

A presentation should cause an emotional shift from being "undecided" to being "certain."  This is only possible if your presentation is relevant to your audience's work and life experiences.

5. Make it a puzzle. 

If there's some mystery to your presentation, your audience will get involved solving it. So don't reveal everything up front, especially when you're telling a story. Let the story evolve into a meaningful ending.

6. Use telling metaphors. 

Drawing parallels with the familiar helps the audience grasp complex ideas. Example: "Photolithography becomes problematic at 180nm." Or, in other words, "It's like trying to draw a blueprint with a hunk of chalk."

7. Force them to think.

True decision-makers are quickly bored by ideas and information that they already understand. Instead, they crave opportunities to exercise their brainpower to learn something new and insightful.

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IMAGE: Getty
Last updated: Jun 5, 2013

GEOFFREY JAMES

Geoffrey James, a contributing editor for Inc.com, is an author, speaker, and award-winning blogger. Originally a system architect, brand manager, and industry analyst inside two Fortune 100 companies, he's interviewed more than a thousand successful executives, managers, entrepreneurs, and gurus to discover how business really works. His most recent book is Business Without the Bullsh*t: 49 Secrets and Shortcuts You Need to Know. If you enjoyed this post, sign up for the free weekly Sales Source newsletter.




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