As a presenter, it’s your job not only to share your ideas but to compel your audience to action. Once you understand yourself, you must focus on understanding your audience and what they need to leave them feeling empowered and ready to take action.
The key to engaging your audience and moving them to action is your ability to build and maintain trust. In fact, studies show that 79% of buyers say it is vital that they purchase from a trusted advisor rather than an unknown sales rep. Increasing and maintaining trust can be a challenge, especially in a short presentation, but the team at Ethos3 has put together what we call the 6 I’s to help you do just that.
Increasing ideation is based on answering the question “Am I adding value?” Your audience is spending their valuable time to listen to you. If you want to become a trusted advisor, you must make this time worthwhile for them. In order to use this time wisely, make more “deposits” than “withdrawals.” A deposit is any time you add value to your audience, where a withdrawal is anytime you ask something of your audience.
Quick Tip: If you are delivering a sales presentation, be sure you still outweigh your withdrawals with deposits. Use your presentation to share your content and make one large ask at the end that moves your audience to purchase rather than constantly asking them throughout.
The quickest way to lose your trust with an audience is by sharing false or inaccurate information. It is also important to ensure everything you share with your audience is citable and moves your audience forward in the process of engaging with you.
Quick Tip: If you are delivering a data-heavy presentation, be sure to create engaging visuals rather than bullet points as this will lead to increased information retention.
Influence focuses on the delivery of your presentation. Influence must be earned with your audience, and the key to doing this is by preparing well. Preparation ensures that on delivery day, you are ready and equipped to influence your audience with the authority you carry.
Quick Tip: Practice 7-8 times in full before each presentation to ensure you’re fully prepared to step on stage.
Another word for integrity in this context is authenticity. When a presenter is able to present themselves in an authentic way, they move from speaking at the audience to speaking with the audience. This not only increases likability, but it also builds trust with the audience. In our social media culture, audience members have gotten great at spotting falsehood a mile away, so don’t risk it. Embrace who you are and live that on stage.
Quick Tip: Be yourself no matter your audience. If you try to cater your personality to your audience, your integrity will slip and their trust will be limited.
Measuring impact is based on whether or not your audience left feeling moved by what you have shared. Are they ready to invest, get involved, or buy based on what you have shared? When you are able to leave your audience impacted, you quickly become a trusted advisor and the expert on what you are sharing.
Quick Tip: Reading the room is key to delivering an impactful presentation. By paying attention mid-presentation, you will be able to make changes on the fly.
Once you have built trust with your audience, it is time to invite them to take a next step. A strong ignition is based around a powerful call to action. Failure to make a call to action results in a missed opportunity for prolonged engagement with your audience. However, taking the time to craft a call to action allows you to ensure that your relationship with your audience doesn’t end with the presentation.
Quick Tip: When writing your call to action, consider using the word “because”. According to a Harvard study, using this specific word increases likelihood of engagement to 94%.
Your audience is the most important part of your presentation. Understanding who they are and developing trust gives you a leg up on your competition and the ability to move them to action.
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