Three Techniques to Keep Your Audience on Track

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Three Techniques to Keep Your Audience on Track

Written by Sheri Jeavons

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Ignore the Butterflies: Secrets to Effective Sales Presentations

Everybody gets butterflies before a sales presentation. But those with confidence present a better picture than those without it. The ones that speak confidently and explain lucidly make the sales presentation entertaining and effective. Those that are not able to give an effective sales presentation can improve. There are ways by which a sales presentation can be made a winning one.

Have you ever attended a presentation and felt as though the presenter was talking at you rather than to you? Great presenters involve the audience in their presentations by engaging them with questions, encouraging two-way communication, and making sure the information they’re delivering caters to the audience’s needs.

You may assume that because the information you deliver is routine, or because you work with the people in your audience, that you don’t have to build a strong connection with them while presenting. The truth is, when you fail to engage your audience, chances are you’ll fail in getting your message out.

On the other hand, if you can involve your audience in your presentation and engage them right away, then they will likely pay attention and understand what it is you want them to do. Ultimately, keeping your audience engaged and on track will help garner the results you and your managers are looking for. The following three techniques will help you accomplish this goal:

Ask a question. During the first two or three minutes of your talk, ask one open-ended question. This lets your audience know that you’re going to be asking for their opinions, input and ideas. After you ask a question, make sure you insert an extended pause to give your audience plenty of time to think about the question and to potentially respond. Even if no one replies to your first question, this behavior sets the tone for the rest of the presentation. Now you’re training the room to engage. As a general rule ask only neutral questions, don’t ask questions of competency, and avoid selecting someone to answer a question. It is better to let someone volunteer.

Talk about what’s in it for them. For your audience to stay engaged, it is important that you focus on why the information you’re delivering is important to them. They must understand how it relates to them specifically. For example, if you're explaining a new software rollout, consider engaging someone from the audience and explain how the new software will affect him or her in a positive way. To really bring your message home, use the person’s name. You would say something like, “Mary, you’ve always said that it takes you two hours to generate the weekly report, and no one runs reports faster than you. With this new software, you’ll be able to do the weekly reporting in thirty minutes or less.”

Tell a story. People love to listen to stories. Just make sure the story you tell is relevant to the topic at hand. It should make a point that helps solidify your position. Ideally, you’ll pick something that you’ve experienced or witnessed firsthand. This will allow you to naturally be more enthusiastic, which will in turn draw your audience in.

Involve Your Audience
The more you connect with your audience and get them talking and involved the better comprehension and retention they’ll have for your ideas. Creating a connection will help you appear as a competent and knowledgeable speaker who motivates people to take action.

Sheri Jeavons
		About the author:
		Sheri Jeavons is a highly regarded communications consultant, dynamic speaker and entrepreneur. Realizing that effective communication is the key to success, Sheri founded Power Presentations, Inc. in 1993. Sheri earned her Bachelor’s degree from Bowling Green University in 1980. Prior to founding Power Presentations, Sheri spent 14 years exceeding her sales goals in a variety of business-to-business sales positions. Sheri has been quoted in numerous publications including Investors Business Daily and Presentation Magazine. She is the author of Tips for your Talk® and is active in numerous professional organizations. .