Isn’t is amazing how little some
things change – particularly when it involves human
behaviour.
In the fourth century BC, the Greek philosopher Aristotle
wrote a book that gives us the three essential ingredients
for a successful client presentation – nearly two and a
half thousand years later! Include these ingredients and
your presentation to clients is guaranteed its best chance
of success. The book is called Rhetoric and the
three essentials it describes are Logos (logic) Pathos
(feeling) and Ethos (the speaker’s credibility).
Logic
Facts. Figures. Statistics. Any successful presentation
will include some hard, factual material. But not too much
– the client needs to be reassured that "the sums
have been done" without necessarily hearing all of
them. Otherwise it becomes confusing for them and they
aren’t able to remember the few really important points
that you want them to concentrate on. While logic is
essential, it is the least important of the three. |
|
Feeling
The second most important is feeling. It is very true that
"they may forget what you said, but they will never
forget how you made them feel" (Carl Buechner) What
does your client need to feel before they say yes? Do they
need to feel reassured? understood? confident? What can
you say that can make them feel that way? Stories are a
wonderful way of evoking feelings. Remember, every buying
decision is an emotional decision.
The Speaker’s Credibility
This is by far the most important. If the client believes
and trusts you it is surprising how other things fall into
place. Use silent messages like awards and affiliations
hung in your waiting room. Tell stories that make a
relevant point to your client as well as subtly
reinforcing how experienced you are. Make eye contact as
much as possible.
Every time you present to clients with the hope of a
successful outcome, include the three essential
ingredients and make the wisdom of the ancients work for
you. |
|
|
