When you pitch something, a product or life changing idea, it’s crystal clear that you are selling. You know it and your audience knows it.
But what about presentations that are intended to be informative? Nothing is being "sold" in the classic sense. What if you have to present a topic that is deadly dull - like new policies and procedures.
You are still selling! Understand and accomodate this reality, and you'll never be boring again.
Meet Cathy. She came to me for help because she was worried about boring her audience.
A few months ago, Cathy's company dusted off their policy manual, and took a closer look. Some of the content was outdated, and actually put the company at risk. After months of work, Cathy’s team worked closely with the legal department to update the guidelines to comply with new laws and regulations...
“I have to present the changes at the company meeting and I’m afraid I am going to put everyone to sleep! Can you help me?”
To get Cathy in the right frame of mind, we started with this:
EVERY PRESENTATION IS A SALES PRESENTATION.
You have to influence your audience to care. What are the stakes? What’s in it for them? How will they use the information to be successful?
Are they in pain or in danger? What do they want? How can the information make or break them?
Benefits. Benefits. Benefits.
Let people read the details later. Share only the most important information.
IT'S EASIER THAN YOU THINK TO BE INFLUENTIAL INSTEAD OF BORING
Follow these 4 Steps and you’ll engage the crowd – even if you are presenting a boring topic.
HOW TO SELL ANYTHING
Tell them WHO YOU ARE and explain the PROBLEM you are going to solve.
Talk about WHY you are sharing this information and what’s In It for them. Without a WIIFM, you’ll lose your audience fast.
Give them real life EXAMPLES of how it all works and the REASON why it all matters. This provides immediate credibility.
Finally, WHAT’S NEXT? What is one thing you want your audience to do? Reinforce WIIFM.
And that’s it. Simple. You are always selling. Keep that in mind and watch your influence grow.