Julie DesJardins The Anderson Public Speaking Club Winter 1999

1. Julie DesJardins The Anderson Public Speaking Club Winter 1999 Topic: Persuasive presentations in business context Includes �Recommendation� presentations IMPORTANCE Establish or undermine credibility of speaker and message Tool to obtain BUY-IN for recommendations Relevance in business setting NOTES Classroom environment - lots of latitude but... Use this as practice for business presentations Topic: Persuasive presentations in business context Includes �Recommendation� presentations IMPORTANCE Establish or undermine credibility of speaker and message Tool to obtain BUY-IN for recommendations Relevance in business setting NOTES Classroom environment - lots of latitude but... Use this as practice for business presentations

2. I. Communications Strategy II. Presentation Structure III. General Tips IV. Summary Agenda

3. Agenda I. Communications Strategy II. Presentation Structure III. General Tips IV. Summary

4. Goals of persuasive presentations Establish rapport Establish credibility Convey analysis Ultimate goal -- obtain BUY-IN for recommendations ESTABLISH RAPPORT Helps build foundation for achieving buy-in ESTABLISH CREDIBILITY Includes credibility of speaker as well as analysis CONVEY ANALYSIS With clarity, in logical format OBTAIN BUY-IN Ultimate goal Frame presentation to maximize ability to obtain buy-in Ultimate goal -- obtain BUY-IN for recommendations ESTABLISH RAPPORT Helps build foundation for achieving buy-in ESTABLISH CREDIBILITY Includes credibility of speaker as well as analysis CONVEY ANALYSIS With clarity, in logical format OBTAIN BUY-IN Ultimate goal Frame presentation to maximize ability to obtain buy-in

5. Develop a communications strategy Develop in linear fashion All these factors should lead up to presentation creationDevelop in linear fashion All these factors should lead up to presentation creation

6. Define your presentation objectives GENERAL Expand into X market ACTION Begin implementation in 6 mos COMMUNICATION Agree with proposal --> approve recommendationsGENERAL Expand into X market ACTION Begin implementation in 6 mos COMMUNICATION Agree with proposal --> approve recommendations

7. Analyze your audience Who are they? Primary Secondary Gatekeeper Opinion leader Key decision-maker What do they know? What do they feel? How can you motivate them? AUDIENCE STRATEGY: techniques for gearing presentation to audience�s needs and interests --> critical to achieving goal of BUY-IN WHO are they? PRIMARY: direct SECONDARY: hidden (receive copies of slides) GATEKEEPER: route message thru; possibility of BLOCKING? OPINION LEADER: Informal influence KEY DECISION MAKER: Power or influence --> TAILOR message accordingly WHAT do they KNOW? Background info Expectations and preferences --> Develop presentation accordingly HOW do they FEEL? Level of interest? Probable BIAS? HOW to MOTIVATE? Benefits: tangible, career or task � Motivate thru credibility Presentation structure --> Direct or indirect formatAUDIENCE STRATEGY: techniques for gearing presentation to audience�s needs and interests --> critical to achieving goal of BUY-IN WHO are they? PRIMARY: direct SECONDARY: hidden (receive copies of slides) GATEKEEPER: route message thru; possibility of BLOCKING? OPINION LEADER: Informal influence KEY DECISION MAKER: Power or influence --> TAILOR message accordingly WHAT do they KNOW? Background info Expectations and preferences --> Develop presentation accordingly HOW do they FEEL? Level of interest? Probable BIAS? HOW to MOTIVATE? Benefits: tangible, career or task � Motivate thru credibility Presentation structure --> Direct or indirect format

8. Determine your message strategy Direct approach We recommend policy X for the following reasons Reason 1 Reason 2 Reason 3 Indirect approach Reason 1 Reason 2 Reason 3 Therefore, we recommend policy X DIRECT: BOTTOM LINING your audience --> generally preferred in business setting ADVANTAGES Improves comprehension - understand context Audience centered Saves time WHY UNDERUTILIZED Habit, academic training, suspense, effort INDIRECT Harder and longer for audience to understand Reasons to use: Sensitive messages Audience bias NEGATIVE Audience is analysis oriented (TEACHER) Low speaker CREDIBILITYDIRECT: BOTTOM LINING your audience --> generally preferred in business setting ADVANTAGES Improves comprehension - understand context Audience centered Saves time WHY UNDERUTILIZED Habit, academic training, suspense, effort INDIRECT Harder and longer for audience to understand Reasons to use: Sensitive messages Audience bias NEGATIVE Audience is analysis oriented (TEACHER) Low speaker CREDIBILITY

9. Agenda I. Communications Strategy II. Presentation Structure III. General Tips IV. Summary

10. Design the presentation Three major componentsThree major components

11. Use an effective opening

12. State your main points clearly Use of DIRECT vs. INDIRECT based on AUDIENCE ANALYSIS Ensure CLARITY and LOGICAL presentation of rationale ANALYSIS should reinforce / support RECOMMENDATIONSUse of DIRECT vs. INDIRECT based on AUDIENCE ANALYSIS Ensure CLARITY and LOGICAL presentation of rationale ANALYSIS should reinforce / support RECOMMENDATIONS

13. Use an effective closing Ensure strong, actionable closing Shape based on presentation objectives Audience most likely to remember BEGINNING & END Never bury important ideas in middle Ensure you restate major points in summaryEnsure strong, actionable closing Shape based on presentation objectives Audience most likely to remember BEGINNING & END Never bury important ideas in middle Ensure you restate major points in summary

14. Agenda I. Communications Strategy II. Presentation Structure III. General Tips IV. Summary

15. Use concept visuals vs. heavy text Visuals more effective than heavy textVisuals more effective than heavy text

16. Focus on the speaker vs. the slide Use key phrases vs. full sentences Avoid �scripted� slides Undermines presenter Creates �dueling words� Eliminate gratuitous graphics / animation Detracts from speaker and message KEY PHRASES vs. FULL SENTENCES AVOID SCRIPTED SLIDES Results � Undermines presenter - what is need for speaker if just reading info on slides? OR� CONFUSION from �dueling words�: speaker says one thing / slide says another Slide should be PROP for verbal message ELIMINATE GRATUITOUS GRAPHICS / ANIMATATION Do the graphics / animation enhance and reinforce message or detract?KEY PHRASES vs. FULL SENTENCES AVOID SCRIPTED SLIDES Results � Undermines presenter - what is need for speaker if just reading info on slides? OR� CONFUSION from �dueling words�: speaker says one thing / slide says another Slide should be PROP for verbal message ELIMINATE GRATUITOUS GRAPHICS / ANIMATATION Do the graphics / animation enhance and reinforce message or detract?

17. Use graphics & charts to reinforce message Use chart formats appropriate to message Simplify charts and tables Aim for clarity and clear message Highlight key trends Delete non-value added data, legends or decorations Use color strategically & judiciously To emphasize To identify recurring theme To distinguish CHARTS APPROPRIATE TO MESSAGE Types of COMPARISON CHARTS Item, Time Series, Frequency, Correlation SIMPLIFY CHARTS and TABLES Only include critical info for message COLOR Gene Zelazny (McKinsey) recommends maximum of 3 Use color to ... CHARTS APPROPRIATE TO MESSAGE Types of COMPARISON CHARTS Item, Time Series, Frequency, Correlation SIMPLIFY CHARTS and TABLES Only include critical info for message COLOR Gene Zelazny (McKinsey) recommends maximum of 3 Use color to ...

18. Facilitate understanding to move to buy-in Clear roadmap and transitions Agenda Running headers / transition slides Message titles vs. subject titles Message: Competitive analysis indicates opportunity for X Subject: Competitive analysis Clear, uncluttered slides Parallel structure ROADMAP / TRANSITIONS Helps root the audience; avoids confusion Transition technique: Repeated use of agenda slide with DIM and/or BOX Transition technique:Running headers verbal or graphical MESSAGE TITLES Gets everyone on same page; reinforces conclusion Increases audience�s ability to understand message Stands alone CLEAR, UNCLUTTERED SLIDES PARALLEL STRUCURE Bullet points - parallel grammar and concept Titles Consistency in titles / headings / subheadings / numbering ROADMAP / TRANSITIONS Helps root the audience; avoids confusion Transition technique: Repeated use of agenda slide with DIM and/or BOX Transition technique:Running headers verbal or graphical MESSAGE TITLES Gets everyone on same page; reinforces conclusion Increases audience�s ability to understand message Stands alone CLEAR, UNCLUTTERED SLIDES PARALLEL STRUCURE Bullet points - parallel grammar and concept Titles Consistency in titles / headings / subheadings / numbering

19. Agenda I. Communications Strategy II. Presentation Structure III. General Tips IV. Summary

20. Goals of persuasive presentations Establish rapport Establish credibility Convey analysis

21. Presentation material sources / resources Management Communication TA training sessions Speakers / presentations Janis Forman, Director of Management Communication Program at The Anderson School Gene Zelazny, Director of Visual Communications at McKinsey & Company Texts Guide To Managerial Communication, Mary Munter Say It With Charts, Gene Zelazny