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The 4 P’s of Presenting Persuasively
Written by: Sam SandersArticle Overview: There are many elements to giving a successful and persuasive presentation. I have simplified the key elements into the 4 P’s for persuading - Planning, Preparing, Presenting and Performing.
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The 4 P’s of Presenting Persuasively
Sales Training Videos, Presentation Skills
by Sam Sanders
Planning - Some of the basic ingredients from The Art of Presentation (TAP) for planning are:
Establish a clear objective. If you don’t have a clear idea of what you want your audience to do as a result of your presentation, don’t expect them to know or expect to win the business.
Know your audience. Know what their likes, prejudices and needs are. For a sales opportunity, identify the pain that the company and individuals have and how your product or service can solve it.
Provide evidence and proof to persuade the audience that your ideas are valid or benefits of your solution will accrue to them. This takes time and research.
Preparing - Where do you start and where do you want to take your audience? TAP provides several different blueprints that will help you customize and organize your presentation for the type of audience you will address. The TAP blueprint will save you time in preparing your presentation and will literally funnel the audience to YES.
Presenting - Most presenters spend the bulk of their time on gathering the facts and little time on the planning, preparing and delivery skills needed to persuade. Studies at Stanford and Wharton, have shown that how a subject or proposal is presented is more important than the facts, though the facts have to be right. In a detailed breakdown it was proven that the effectiveness of the presenter represented 93% of the persuasive process versus 7% for the facts themselves. Don’t you think it makes sense to work on the 93% of the persuasive process? The delivery skills of eye contact, gestures, movement and voice modulation connect you with the audience and create chemistry and trust. TAP training also shows you what to do and what to avoid when presenting.
Performing – How do you keep the audience’s attention on you and your message? Like any good performer, you need to rehearse and become comfortable with your message. Rehearsing in front of peers is very helpful, as they will see things that are missing, such as good flow, words or phrases that might solicit a negative reaction or poor delivery skills, which can cause you to lose credibility. The more you rehearse the more natural and persuasive you will appear to the audience.
By using TAP’s 4 P’s of presenting persuasively you will have more fun giving presentations and the audience will get more out of them. I invite you to find our more about TAP on our website at www.theartofpersuasion.com.
Sam Sanders, the Developer of TAP, is recognized as one of the all-time leading salespeople in the computer industry. TAP has been adopted by IBM for their sales presentation training and is available as a self-paced video training program or as a customized in-house program.
samsanders@theartofpersuasion.com
(505) 466-2933
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