Your clients are not eager for formal presentations. Many of the thousands of business people we have worked with complain that presentations they attend are often prescriptive, dry and downright boring.
When surveyed, one of our multinational clients said, "The last thing I need in my day is another person presenting by reading their PowerPoint slides at me, which I could better read to myself. What happened to the good old fashioned conversation?"
Your clients want interaction. A sure-fire way to achieve this is to present with a good story.
Storytelling is not something new. Mankind has utilised this ability since Biblical times as a way to educate, inspire or influence change.
Former American President Ronald Reagan was a great storyteller. In fact, his aides said that if you wanted to get the President's attention about an issue, you needed to come into the Oval Office with a good story.
EffectiveCommunication.com.au strongly recommends storytelling as a way for you to connect with your clients on a deeper level.
Before telling any story, you must know the business point or commercial outcome you want to emphasise. Plus, what you want your listeners to do as a result of your story.
Is your emphasis to be prepared for an emerging market, respond more quickly to clients or embrace a new opportunity? Your listeners should clearly recognise and internally interpret the key point you are making + the commercial benefits and outcomes for them because of your story.
Any unrelated details must be eliminated. Your clients do not have the time or tolerance for a long, disjointed story. Tell your story as short, sharp and succinct as possible.
Stories that are efficient and effective have a good plot and interesting characters. As you tell your story, include enough details to arouse your listeners' interest. Be sure to tell them anecdotes that will tug on their heart strings or transport them to a different time or place. There should always be an emotional component beyond the information and data you must communicate.
As you introduce your characters, make certain they are believable. Allow them to come to life by giving them unique character traits.
How you tell your story is critical. Your voice needs to sound passionate and excited. You must take lots of pauses so listeners can savor what you have said. If your delivery is ineffective, your story will fall flat. Demonstrate appropriate and necessary conviction.
The right story delivered at the right time during your presentation will always succeed and win beyond prescriptive, dry and boring communication. Stories help to build credibility and trust.
By applying this age old, yet necessary communication ‘key’, your listeners will more likely want to listen to what you have to say.
All the best!