The best speakers are at the top of their game because they stay relevant to their topics and audiences. They know who they’re talking to and what to say to keep listeners hooked.
This is why their slides are impactful, and why their body language and manner of speaking captivate and encourage audience participation.
In his article in Marketing Magazine, Interbrand’s Chuck Brymer notes leading brands in the world such as Coca-Cola, Apple, Starbucks, and BMW, which utilize the technique to staying relevant.
They reap profit because they maintain a deep understanding of their consumer base and keep up with what happens in their lives. They also make use of simple yet innovative ideas in their advertising. By keeping up with their customers, these brands always make messages that people can relate to.
Presenters can apply this principle to their sales presentation skills using three important tips:
1. Shared Beliefs Connect You to Your Audience Faster
One important factor in connecting effectively with other people is an exchange of shared beliefs. Make a mental list of the right words, tone, and emotional triggers to use so you can connect with others better.
Do your clients specialize in manufacturing and distributing sports goods? Use action-oriented content and designs, then incorporate the core message of either seizing the moment while you can or finding satisfaction in breaking your physical limits.
Are your clients a tech-oriented company? Maybe you can bank on a common objective of providing devices that make people’s work easier and more productive.
Regardless of the industry, you need to know your audience in order to adjust your sales presentation skills accordingly.
2. Connect With Them on an Emotional then Rational Level
Understanding the people you talk to gives them a sense of empathy. After making this connection around a similar set of experiences or ideals, rationalize it by citing concrete examples.
Look at Nike: their “Just Do It” tagline sells to everyone regardless of age, gender and occupation. This message connects with their intended customers since it reaches out to them on an emotional level.
3. Know the Right Questions to Ask
Involve your listeners in the discussion. Work with what you learn from the people you speak to so you can give a relevant presentation. Stay updated with information relevant to them and more importantly, it gives you information that you can translate to relevant PowerPoint content to use either now or in the future.
Renowned author, Jim Aitchison, cites the Kaminomoto hair restorer ad campaign’s discreet tone worked because the ad agency realized that their customers didn’t want to be reminded of their baldness.
They preferred an ad with a message that only they would understand. Their execution included random objects with hair growing out of them and a tagline that read “Be careful with the Kaminomoto”.
Your audiences are human just like you. Each person grows and learns new things while refining their purchasing standards (or investing in pitches in the presenter’s case).
To connect with them and convince them of your ideas, form an emotional connection to reach out and effectively sell your ideas.
Aitchison, J. (2004). Cutting Edge Advertising: How to Create the World’s Best Print For Brands in the 21st Century. Singapore: Prentice Hall.
“A Presentation Expert’s Guide to Knowing the Audience.” SlideGenius, Inc. 2015. Accessed May 11, 2015.
Brymer, Chuck. “WHAT MAKES BRANDS GREAT?” Marketing Magazine. Accessed May 11, 2015.
Just Do It. Nike. Accessed May 11, 2015.