On average, every adult spends 23 minutes of each working hour trying to influence people. Whether we are trying to get people to commit to action, change their mind about something or urge them to prioritise something, influencing is a critical aspect of our working life. As a manager or leader it is even more important. Your influencing situations are likely to have high stakes and might also involve the need to present (either formally or informally) to groups of people. We examine what the best presenters do to maximise the positive impact and influence of their presentations.
From our work with highly effective presenters in a variety of businesses and professional firms, we have identified six presentation fundamentals that help ensure your business presentations have a successful outcome. Paying attention to these when you are planning and preparing your presentations will make you more influential and will engage your audiences more effectively.
1. Prepare and present with the audience in mind
While this might sound obvious, we constantly see managers and leaders plan their presentation for themselves rather than for the audience. They take a collection of slides that they used in a vaguely similar presentation, change some bullets, add a diagram or two and then decide it is fit for purpose. The best presenters consider a few fundamental questions that guide their planning.
First ask: “what do I want to achieve through this presentation?” This defines a clear outcome. There are generally three types of desirable outcome: you either want your audience to do something, understand something or commit to action.
Whatever the objective, you need to specify it first as it will inform everything else. Then consider who is the audience and how will they feel about this topic at the start of the presentation. Ask: why should they care about this and what do they already know about the topic? Think carefully about what the audience will need from the presentation in order to ensure you achieve your desired objective. You must be clear about your key points and, putting yourself in the audience’s shoes, think about what questions they might have.
2. Pace your audience before leading them to your outcome
Another fundamental mistake we see from presenters is less obvious but just as significant: they try to lead their audience to the desired outcome too quickly without recognising or acknowledging their current reality. Leaving the audience behind communicates a lack of empathy creates a negative impact and detracts from your desired outcome.
Pacing the audience is the process of letting them know you understand how they might feel about the topic on which you are presenting before you launch into your content. You can do this effectively by taking a moment to look at things from their point of view.
- How might you feel about this topic right now?
- What other priorities, pressures or challenges might you have that could be taking more of your focus at this moment?
- What else might be happening for you that might negatively or positively impact your view of this presentation?
- What concerns might you want addressed?
Based on your answers you can construct a few pacing statements, which you can make at the very start of the presentation, that demonstrate empathy and an understanding of your audience. You are looking to make three or four statements that elicit nods from them. Once you have this agreement, you can move on to your presentation.
3. Manage your attitude proactively
Your attitude will affect how you plan and prepare and, even more importantly, will be picked up on by your audience while you present. We have all seen nervous presenters. It is likely you felt switched off from what they were saying and/or sorry for them. Neither of these are desirable outcomes.
If you are nervous, change your physiognomy. Look up rather than down, focus on breathing from your diaphragm (rather than your chest) and manage your thoughts so that you mentally see a positive outcome. To change your attitude, you need to take a minute to become aware of what you are thinking, which can only be managed if you are aware of it.
4. Less is more: reduce your content
When creating content to support your presentation, remember that you are the presentation, not PowerPoint. Make sure the audience focuses on you rather than on too many slides. If you are using slides, remember that a visual aid needs to be two things: visual and an aid! Resist having lots of slides with bullet points. Make sure your content will achieve your objective. It is also a good idea to minimise the number of slides and replace them with anecdotes, discussions and exercises to engage the audience.5. Make an impact at the start and finish
Your audience will remember the first and last things you say, so focus on creating a compelling start and finish. Ideally, have no more than three key points. Summarise these points, along with your "call to action", both at the start and the end of the presentation.
If you plan to take questions, do this before your final summary. You don’t want a tough question at the end that becomes the last thing your audience remembers. Save your summary and key points for after the questions.
6. Rehearse, rehearse, rehearse
Some leaders we know pride themselves on being able to "wing it". If you want to achieve a specific outcome, you must rehearse. Effective rehearsing should take place in the location of your presentation. Rehearse it all the way through and consider some difficult questions you might be asked, along with your answer. Ideally, get someone you trust to give you feedback to improve your delivery.
These presentation fundamentals work on the basis that people buy an idea emotionally first and then justify it logically (think about any personal purchase you have made recently). Your presentation needs to recognise and leverage this if the audience is to be open to your logical case. By following the steps outlined here, you maximise the chance of achieving your outcome more of the time – something that, as managers and leaders, we are judged upon.
Tom Bird, author, facilitator and keynote speaker who specialises in presentations skills, influencing and communication.
Jeremy Cassell, freelance trainer with experience as national training manager for L’Oreal and nation sales training manager for Walkers.
Article first appeared in ICAEW Business and Management magazine, May 2017.
