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Speak to that person in an effort to better project. Long answers frequently dilute messages, lack
examples and open the door for unwanted questions.DON'T DULL IT DOWNI once worked with a
pharmaceutical company that had a terrific opportunity to excite a New York Times reporter about
a promising medication. You must be Clear, Concise and Credible. But, we'll never forget the
stories, the images and how we felt when we saw almost indescribable pictures of death
and devastation. Often, presenters over answer management questions to buy time, fill the silence or
because they think a brief response is too simplistic. While your subject matter may be
complicated and technical, you must put the content in context to make it relevant to
the listener. When they ask a question, they want the facts, not long winded answers.
Make your facts and figures stronger by supporting them with real evidence such as powerful
numbers, examples, anecdotes and visual images that leave a lasting impression.STUMP THE CHUMPIt is almost
inevitable that management will interrupt your presentation to ask a question. He never wrote the
story. Think of the question as an opportunity to address their concerns and use it
as a stepping stone to repeat and reinforce key points or deliver additional information. You
must quickly articulate what your business will provide, how the company will make money, what
you are doing to address problems, anticipated hurdles and how your strategy will drive future
profits.NO ONE CAME TO SEE A SLIDE SHOWToday's business presenters often equate preparation to preparing
a slide presentation. The executive says a person'a ability to present key information clearly and
concisely is critical to their credibility, and the respect they earn both internally and externally.Yet,
even top tier managers will privately admit they are not sure how to deliver more
effective data packed presentations that contain fewer slides and more personality. Their audiences blame style,
requin tn delivery and organization. That's what a top pharmaceutical executive recently told me before I coached
key members of his team. If they interrupt you in the middle of a slide
to ask a question, they want you to answer the question and then move on
instead of answering the question and repeating all of the information on the slide. By
combining facts with emotional appeal, you will have a better chance of influencing perceptions and
communicating your way to the top.GET OUT OF YOUR OWN WAYYou know your business which
is why you are speaking. Instead of offering compelling case histories and sharing impressive results,
the doctors bored the reporter with endless diagrams and medical flow charts that meant nothing
to his audience. Less is more still holds true. Don't read the slide! Audiences are
looking to you to make sense of information. Figure out how the facts and information
bring relevance and value to your audience. President, Karen Friedman Enterprises and co-author of Speaking
of Success, she is frequently quoted by publications including the Wall Street Journal and New
York Times. Visuals should reinforce what you say, not serve as your script. When delivering
presentations, he said it is essential for them to be able to hit it out
of the ballpark if they hope to take their careers to the next level. Step
away from your expertise to put the information in perspective. When we see stories about
the December?s tsunamis, we don?t remember all of the facts. What is it you remember?
What did they have in common? Chances are these presenters were personable and energetic. For
example:For nearly 20 million people who suffer from depression each year, the holiday season can
be an especially difficult time, resulting in time away from work, strained personal relationships and
an inability to complete every day task.VOICE VISION WITH VOLUME When you speak, you're on!
925 silver Even if it's a small meeting, you want to project so your voice is strong
and authoritative. They were able to quickly cut to the chase and repeatedly reinforce their
key points. If you're talking technology, how will the technology save them time and money?
If you?re presenting promising clinical data, how will the information eventually help a patient? Fewer
injections? Lower doses? Reduced side effects? How will your work today improve someone's quality of
life in the future? Step out of your shoes and into theirs to address audience
concerns.DROWNING IN DATAPeople remember impressions, not drifts of data. Then develop visuals that support your
key messages. Prepare your presentation first. We advise visualizing a person in the back of
the room straining to hear you. While these criticisms may be valid, it takes far
more to keep your audience's attention in today's fast paced world and executives are realizing
that expert knowledge is no longer enough---they need to hone their speaking skills to succeed.I
work with a lot of terrific people who are exceptional at what they do. They
want you to get to the point quickly. We've worked with many people who are
soft spoken and others who start out strong, but trail off at the end of
a sentence. Have you ever spoken to a group of people, only to get a
blank stare? Remember...the one where the person in the front row fell asleep? Is it
your subject? Or is it you? Whether presenting one-on-one or to a group, many speakers
drone on and on, unaware that people are tuning them out. Instead of tackling tactics
and strategies first, start by presenting the significance of the problem so they understand why
the solution is so important. They remember how you made them feel. They acknowledge that
their PowerPoint driven presentations are too long, lack organization, substance, style and sometimes fail to
provide perspective, context or direction.Sheepishly and slightly embarrassed, they divulge that this is the way
it's always been done and say they're afraid to leave out important information or personalize
their presentations for fear of not being taken seriously.While most communications coaches, including this one,
will teach you to craft strong opens and closes, organize material, develop powerful messages, improve
delivery and body language, you will be hard pressed to connect with higher ups if
you do not learn how to appeal to their emotions. Delivering information and presenting the
numbers is not enough. Additionally, write in bullets or phrases to help you talk more
and read less so you are free to look at people and engage them.PET PEEVESSenior
executives are a bit like television reporters. It?s helpful to anticipate questions and prepare answers
in advance.REMEMBER THE THREE C'sObtaining the financing you need to grow your business might require
delivering a financial presentation to investors before you can ask them for money. As distressing
as this can be, they are not trying to stump you. But in order for
them to take their careers to the next level, senior management needs to see them
as leaders who can command attention and respect. So, stop trying to jam ten pounds
of information into a two pound bag just to prove you know your stuff. And,
while they likely rehearsed their well thought out, organized, pre-planned and prepared remarks over and
over again, they probably made you feel as if they were simply speaking off the
cuff for your benefit.Copyright (c) 2009 Karen FriedmanKaren Friedman is an international communications coach and
award winning television reporter who helps executives, spokespeople and celebrities shine in every interview, appearance
and presentation. And, whenever possible, stand up to maximize the richness of your voice.If you
stop and think about it, you can probably recall a couple of memorable business presentations.
Details: http://www.karenfriedman.com.
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