The Secret of Winning Sales Presentations – Turning Listeners Into Buyers

Posted on November 8, 2011 by Fern

Know your audience. You’ve heard that many times and you know how important it is. In fact, before you prepare your presentation, you go to the target buyer’s website and find out all about their company and what they do. Good for you. But that’s probably not good enough to win the bid.

What you may not have known is that what your audience does is less important than who they are.

This is the crux of it: whether your potential buyers build trucks, sell medical equipment or distill beer, as individuals sitting in your audience, their personal point of view is predictable. That’s a valuable fact–because it means you can target your presentation perfectly. Indeed, when you can predict what your audience is thinking, when you look at a group of buyers and understand their individual mindsets, you are on your way to a win.

So here’s the secret: knowing your audience means more than identifying their industry sector or job description. It also means understanding that within every audience you have four kinds of buyers. Whether there is a single buyer in front of you–or a dozen–these four buyer mindsets are in the room and must be addressed. And while not every person in the audience has buying power, they do have veto power–which means that if you don’t get it right, you lose.

Reaching each of your listeners in a way that resonates–intellectually and on a gut level–is the secret to getting every listener onside so you can move ahead of your competitors.

The four types of buyers in every presentation audience are:

  • the executive who thinks about the Big Picture and long-range relationships
  • the techie who thinks about technology
  • the financial person who thinks about cost and numbers and payoff
  • the implementer who thinks about people issues.

Now that you know who is sitting in those chairs, you want to know how best to reach them so every listener turns on, tunes in and wants you to win.

If you’re smart, you will choose your content–in whichever order you prefer–to address the needs and interests of the four buyer mindsets in your audience.

Your Big Message should speak to the executive.

The Executive Buyer is looking at the long-term relationship and thinking about how your company fits with theirs. They are more interested in high level concepts than in detail. They want to feel you are a good match for today and well into the future. They want to like you because they are looking for a long-term relationship.

To get the Executive Buyer in your corner, go to their website and check out their vision and mission statements. Then tweak your Big Message so it fits with the buyer’s vision. Don’t quote their vision statement word for word, but do use some of their language or concepts so your message resonates intellectually and emotionally with the Executive Buyer. Open with that Big Message and get the Executive Buyer onside right at the start.

Deliver the rest of your presentation in three sections or topics, each of which should speak to one of the other three kinds of buyers.

Since people buy from people they like, it is important that each type of buyer hears something that speaks to them directly–that resonates for them. Make yourself likable. When you speak to the needs of each type of buyer, everyone thinks you are terrific. When they like you, you have given them a strong reason to buy.

One topic speaks to the techie in the audience.

In this section, you’ll want to point out the sophistication or superiority or originality of your technology or your specs. You will talk about its reliability or whatever it is you think will resonate best with a technical mindset.

One topic speaks to the financial person.

Here you point out ROI or cost savings or increased throughput for financial gain to the buyer. You know your best financial wins; be sure your financial buyer hears them.

One topic addresses the implementer in the audience.

In this section you’ll talk about the short learning curve or ease of implementation or whatever it is that makes your product or service attractive to a buyer most concerned with the people issues in the organization.

Know your audience. Of course. And now you do. What’s more, you can predict what your audience is thinking which means you know precisely what you need to present to win. But shhh. It’s a secret.

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Leaders Know: The Time has Come for Canned Meetings

Posted on November 3, 2011 by Fern

Generally, I’m against all things canned. I oppose canned presentations, canned telephone scripts and canned pitches. I balk at canned speeches, canned workshops and, well, any communication that sounds canned–like it was written for anyone with a pulse who might be dumb enough to tolerate it. Not for me–and I make that clear at every opportunity.

But this is different. And I can’t, in good conscience, ignore the fact that it is exactly the right time for canned meetings. Here’s why.

Today, I checked into my Sales Playbook Group on LinkedIn and Paul Castain, our fearless leader, had posted a plea. One quick read and I was convinced.  Here’s what Paul wrote:

“What if each of us were to take our sales skills and harness them for the ultimate good and . . .

1) Have a “Canned Sales Meeting” sometime this month where we ask all the participants to bring a few canned or non perishable items to donate to the local food bank.

2) We take that network that we’ve been sitting on and we pass this concept along to them and ask them to pass it along to their network. Think Linkedin connections, Twitter and Facebook friends, people from your local chamber, your suppliers etc

3) If you’re a blogger, perhaps you could encourage your readers to host a “Canned Meeting” and pass the word on to their network.

Perhaps you can use your Jedi sales skills to sell your boss on making your next meeting, a “Canned Meeting”? The point is to use that gift you were given to do some additional good. The food banks get slammed this time of year folks and this will make a huge difference to someone.”

That’s what Paul said, and I agree. Let’s do it. Let’s use our skills, our networks, and our creative savvy to collect the cans that will make a difference to people who need them. With the holiday season almost upon us, there couldn’t be a better time.

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Presentation? Don’t Just Stand There. Do Something!

Posted on October 26, 2011 by Fern

One of the most common questions I am asked in a coaching session is, “What do I do with my hands?” I am always tempted to respond, “I don’t know. What do you do with your hands?”

It’s not that I’m stumped.  And I’m certainly not trying for a know-it-all attempt at being glib.  I have an important point to make: be yourself. Do whatever it is you always do with your hands when you talk. Do what comes naturally.  Do it because a good presentation feels like a conversation which, in this case, is a conversation between speaker and audience, albeit slightly one-sided.

A presentation should seem natural, look real and feel authentic–like any conversation between friends. 

When friends talk, they don’t jam their hands into their pockets or hide them behind their back. They don’t fold their hands nicely at the belt-line in choirboy position. Nor do they grip a script or a table ’til their fingers turn blue. And they don’t tie their hands to their sides for fear of accidentally moving a digit in public. They gesture.

Friends in conversation use hands to punctuate points, convey enthusiasm, excitement or sincerity–or whatever emotion it is they want to convey.  Yes, friends convey emotion–and so do good speakers.  Sometimes they use the right hand, sometimes the left, sometimes both–but be assured, hands are part of the action.  Hand gestures are an integral component of the body language of friends.

And there’s more. Studies show that confident people use their hands when they speak. Nervous people rarely do. So gesturing when you speak may, in fact, be a subliminal clue to your audience that you are comfortable and confident–a very good message for a presenter to send.

Pay attention to friends talking.  Watch how they use their hands. It doesn’t look orchestrated or contrived.  It looks like they are comfortable being themselves.  In other words, their hands are a natural extension of their words.

It may be impossible to be a compelling speaker without freeing your hands. At least, I can’t think of one, probably because it’s unnatural for the presenter and uncomfortable for an audience to watch.  So if you’ve ever asked yourself, “what do I do with my hands?” I suggest you do this. Stand in front of a mirror and have a good conversation with yourself. Be friendly. Be warm. Be the best you you can possibly be, and watch how your hands move. You’ll probably find they are a lively companion to your conversation.

If that doesn’t work for you, turn on a tape recorder, sit down with a friend and talk–while you let the tape roll. Then watch.

When it comes to presenting, I’m not suggesting you memorize hand language. And I’m not suggesting you flap around like a seagul taking flight either.  I am simply suggesting you free yourself to be yourself.

Use your hands to gesture, to punctuate, to add dimension and authenticity to your presentation. In other words, don’t just stand there. Do something!

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Emotional Selling: 6 Tips to Trigger a Buying Response

Posted on October 21, 2011 by Fern

When you are in sales, especially in a tough marketplace, you search for something to give you an edge. Perhaps you’ve heard about emotional selling and know you are supposed to appeal to the buyer’s needs, wants and fears. But you may not be sure how that applies to you. Still, you want to know more so you can get out front and kick-start the buying process.

Research tells us that potential buyers are more likely to make a buying decision when they feel an emotional connection with the seller. To you, that means making use of sales behaviors proven to trigger a positive emotional response in the buyer.

So how do you make an emotional connection with a complete stranger–quickly and surely and effectively? Here are six ways to connect emotionally and trigger a buying decision.

1. Talk to the buyer like a friend (and use lots of personal pronouns).

When researchers studied the determining factors that stimulate buying behaviors, they discovered that above all, buyers want “a friend in the business”. True, many buyers justify their purchases with facts and figures–but the reality is, they buy on emotion. What’s more, they prefer to buy from friends. It’s your job to be that friend.

Since friends use ordinary, everyday language when they talk to each other–I call it shirtsleeve English–you must do the same when you sell. Friends use lots of pronouns too, because pronouns are emotionally connecting. So eliminate the jargon, the business speak and the marketing bumph. Use lots of “you” and “I” and “we” and “us” when you talk.

Be careful not to appear phony or too familiar or it can instantly fracture that new relationship you are just beginning to build.

2. Be a good listener.

People like people who speak their language. They feel immediately connected when they hear themselves reflected in another person. Psychologists call it “mirroring”.

Ask questions and listen carefully to the answers. Then use some of the very same words your buyer has used–so they’ll feel they have found a friend in the business. It’s a subliminal tactic that works amazingly well.

3. Use emotional words.

Use words that convey emotion to trigger a buying response. Let your enthusiasm show. Don’t let anyone tell you it is unprofessional to be passionate or enthusiastic. Emotional words make emotional connections, and to position yourself as “trusted advisor” authentic emotion counts.

4. Create a mental picture in the buyer’s mind. 

Help the buyer see the positive results they’ll get with your product or service by using language and images that create a mental picture. When a buyer can “picture” good results, you stimulate a buying mood.

5. Use stories and anecdotes.

Don Hewitt was the long-time producer of the successful TV show 60 Minutes. Hewitt was a visionary with a four-word business plan: tell me a story.  Hewitt knew that no matter their age or background, listeners are engaged by stories. Everyone loves a story and better yet, they connect emotionally with the story teller.

You can use that truth to your advantage. If you can tell an appropriate story that is interesting, moving or amusing, you can trigger an emotional response–which pays off in sales.

6. Convey warmth and energy–and smile often.

Warmth is contagious. Energy is engaging. Smiles beget smiles in response.

Inject warmth and energy into your conversation and watch buyers warm up and become enthusiastic too. They’ll be more interested in what you have to say and more eager to become your customer–and that’s precisely what you want.

Research tell us that when you know how to stimulate positive emotions, you have the power to trigger a buying response. That’s a fact.

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Organize a Powerful Sales Presentation: 7 Steps to the perfect pitch

Posted on October 7, 2011 by Fern

Like any good performance, a presentation must have a beginning, a middle and an end. Plus, it must be easy to hear, so your audience “gets it” and responds positively. Let’s be clear; you present to sell.

To deliver a winning sales presentation you must:

  • differentiate yourself from your competitors
  • convince your audience you are worth listening to
  • deliver information so that it is understood and appreciated
  • grab your audience and keep them listening from the very first word.

Too many presenters waste their most important opening minutes with the standard “Thank you for inviting us” quickly followed by the “My name is…” and sailing right into the “I’d like to introduce you to our team.” If that’s what you do, you are achieving the exact opposite of what you intend. First, you sound like everybody else. Secondly, your beginning is instantly forgettable. And finally, you have given your audience good reason to disengage right from the get-go. Indeed, you are seriously out of tune with the needs of a listening audience.

When you want to win, you need a perfect pitch. Here’s the how and why in 7 easy steps.

Step 1: Begin with your Big Message–the one you have polished until it sings.

Benefits

Research tells us that most people confronted with a stream of information forget almost all of it. In fact, you’d be lucky if your audience remembers two or three specifics from your presentation. In reality, the details you present are not the essential factor in making the sale. Your Big Message is. Open with your Big message and your audience will remember it.

Your Big Message is the main thing you want your audience to know about you. It is the strong statement of fact that sets you apart from your competitors and resonates with your audience so they listen up and respond positively.

Your Big Message is the big reason–in sentence form–that convinces your audience they need you. Polish it, refine it and open with it before you get to a word of content–even before you introduce yourself. Once you state your message–if it’s a good one–your audience is engaged. Now you may introduce yourself.

Step 2: Organize and deliver your content around three–maximum four–main topics. These are the topics or subjects that support or prove your message.

Benefits

People understand information only when they can organize it into a coherent structure so it makes sense. Make remembering easy by organizing information into three distinct topics.

Imagine your message is something like: Our equipment is better built, more reliable and easier to use than any other on the planet. The topics you then choose must support or prove that message. So let’s say for this message your three topics are technology, design and return on investment. That’s it. The rest of your content must go under those three headings.

Now, whether you are asked to present at warp speed or are expected to speak for twenty minutes or considerably longer, you can bet your audience will forget the detail, the minutia, the facts and the figures. Short or long, a well planned presentation follows a three-topic structure. The difference between them is in the amount of detail you put under each heading.

So–and this is the kicker–no matter how long your presentation is, when it is structured in three sections–or maximum four–your audience remembers your message because you opened with it. What’s more, even if they forget all the details, they will remember you talked about three big concepts that prove your message: technology, design and return on investment. And after all, that’s what is really important.

Step 3: Reinforce your big message with a visual metaphor.

Benefits

Pictures are more memorable than words. Pictures can instantly engage your audience and subliminally reinforce the message you want to convey.

Words matter. Visuals make a difference. The more careful you are in tying everything together with an underlying theme, the more memorable your pitch becomes. If, for example, your big point is that you are the best at putting all the pieces together, you might use a carpentry image as a background throughout and reinforce your message with titles that tie in to the image–titles that begin with words like Building or Crafting or Cementing. Or if you want your audience to know you have a specialized team to work on their behalf, you might use a sports metaphor with a team picture as the background on your slides. Your topic titles should then fit with the sports theme.

Picking appropriate titles to match your theme adds a touch of creativity while highlighting your underlying message.

Step 4: Use your slides as a visual aid, not a reading exercise; eliminate as much text as you can.

Benefits

Good eye contact is the key to connecting with your audience. You cannot connect when everyone is reading from the screen. If you must, use bullet points to keep yourself on track or to point out key features or benefits. Eliminate sentences or anything else that requires reading.

Do not give your audience text to read while you speak. Research explains that people process visual material and verbal material in different areas of the brain–on separate channels. Listeners can digest information on only one channel at a time–which means that if they are reading, they cannot listen to you.

Research also reports that the more senses you can stimulate, the more you improve information retention. If you can stimulate the visual cortex with a striking picture while you orally deliver information to stimulate the hearing sense, you have doubled the chances of your audience remembering anything you say.

Don’t worry about forgetting something. This is your stuff and you could talk about it for hours. What’s more, if you do leave something out, your audience will never know.

Step 5: Do not print your PowerPoint slides to use as handouts. Create separate, reader-friendly documents.

Benefits

A well written handout is proof that the presentation you delivered is valid and true. PowerPoint slides are designed to be visuals–the complete opposite of reading documents. Slides are horizontal; documents are vertical. Slides are on dark backgrounds; documents are on white paper. Slides use huge fonts; documents use reading fonts no bigger than 10-12 point because bigger than that is actually harder to read on paper. There’s lots more, but you get the idea.

And while Microsoft suggests you use your slides as a handout, it’s a big mistake to do so. Handouts that look and read like real documents provide a huge advantage because they are readable and people actually read them. Imagine that! Feel free to include all the facts, data, detail and minutia you want, and distribute them before the Q and A.

Step 6: End your presentation by returning to your opening Big Message.

Benefits

Your Big Message is the hook on which everything else hangs. Once you finish delivering content, repeat the Big Message you began with–to remind your audience what sets you apart. What’s more, when you end where you began, your presentation has the seamless and satisfying quality of a good performance.

When that’s done, it’s time for Q&A.

Step 7: Practice with a professional coach to be sure you present with warmth, energy and real language. It’s all about your “likability factor.”

Benefits

A skilled coach can make the difference between an amateur performance and a professional one. Remember, your goal is not to be slick, it is to be likable–which requires a careful blend of confidence, energy and enthusiasm.

It’s hard to assess your own performance. It’s nearly impossible to gauge how likable you are to an audience. A professional coach will check to be sure you make good eye contact and speak conversationally, that your body language is open and welcoming, that you appear warm and friendly. A good coach will make sure your voice is pleasant, that your passion shows, and that your delivery hits all the right notes.

When making the sale is important, practicing with peers may be fun, but it’s unlikely to give you the specific and effective feedback you need.  You want a professional’s insights to help polish your delivery.

Follow these 7 steps and become the likable, memorable, easy-to-hear presenter you know you can be. That’s a perfect pitch!

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Write Right: Essential Business E-Mail Etiquette

Posted on October 1, 2011 by Fern

A lot of people say that since email is a relatively new technology, the old rules of business writing don’t apply. The fact is that a lot of people are dead wrong. Sure, you can ignore the rules if you choose–but be aware you do so at your peril.

Unless your readers are still passing notes in study hall, they are not likely to be amused with short-cuts, cryptic acronyms, or downright laziness. Indeed, the way you handle your business e-mail tells your customers a lot about the way you do business.

Everything you have learned about letters applies to e-mail. The big difference is that a reader averages 7-9 seconds before deleting. Obviously, grabbing immediate interest is essential. Be nice. Be thoughtful. Be safe. And remember that your SUBJECT line is the most important line of all. That’s where your reader decides to open your note–or delete.

Here are 15 quick rules for writing e-mail right.

E-MAIL Essentials

1. Create instant interest in your subject line.

2. Be brief. Aim for a single screen; avoid scrolling.

3. When forwarding e-mail, delete everything but what is necessary for context–put the reader in the picture.

4. Do not e-mail anything you would not want to see published in your local newspaper.

5. Return e-mail as promptly as a phone call.

6. Don’t be lazy. Correct spelling. Proper sentences. Punctuation.

7. Since all caps are a nightmare to read, use caps and punctuation as you would in any other document.

8. Always respond to e-mail addressed TO: you. A one-word reply will do.

9. Expect a reply only from people on the TO: line; expect no reply from people on the CC: line.

10. Ask permission before forwarding.

11. NEVER send chain letters.

12. Keep confidential e-mail confidential.

13. At work, assume you are being watched and use email only for legitimate purposes.

14. Do not distribute to everyone simply because you can.

15. Do not tolerate racist, sexist or lewd comments on email.

E-mail is no longer a new technology; it’s a core business tool and there is simply no excuse for getting it wrong.  If you write to sell, or to support, or just to stay in touch, you’d better know the rules. Write right and reap the rewards. It’s not only a nice thing to do, it’s the smart thing to do.

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Instant Presentation Improvement: 10 essential fixes for powerful presentations

Posted on September 20, 2011 by Fern

I’ve been following a few interesting threads on LinkedIn and I’m particularly intrigued by the “presentation gurus” who are involved in a lively disagreement about how much time to spend on presentation practice vs. time spent ”writing the slides.”

It seems to me that if you’re a presentation expert, you know that “writing the slides” is a recipe for disaster. In fact, I’m convinced that if you “fixed” only 10 common problems, almost all your prep time could be spent in practice.

Let’s face it, you present to sell. The more confident your delivery, the better you are able to connect with your audience–and that’s when you separate yourself from the competition. That’s when presentation becomes a profitable tool.

So here’s my list. If your slides have any of these “problems” fix them now.

1. An agenda slide. This isn’t a meeting; it’s a presentation. Drop the word agenda from your slides.

2. A white screen with dark font.  You’ve got it backwards. Eye-catching slides need a dark background and light font. If your slide template comes from your marketing department, beg, plead or bargain for a template that’s in keeping with your branding requirements and manages to give you a dark background.

3. Sentences on the screen. Unless it’s a direct quote from somebody famous, use only key words–never complete sentences.

4. Smaller than 40 point font. Bump it up big so your presentation doesn’t turn into an eye examination.

5. Cute clip art. Spend the time or the $ to find impressive photos or artwork to convey your message with power.

6. Your mission statement is on the screen. Nobody cares. Get rid of it. A mission statement is not a persuasive element of your presentation and besides, it’s meant to keep you and your team targeting your goals.

7. No “theme” is evident. Adding a theme as a background element kicks your presentation up to a whole other level. Choose a theme that fits with your message and your pitch–and use it throughout.

8. Unreadable graphs, illustrations or documents posted on screen. If the audience can’t read it, why is it there? If it’s a screen shot you need, highlight a single element and make it clearly visible so it stands out and makes your point.

9. Titles that ask questions. Don’t ask questions; give answers. Good titles feel like benefits. For example, don’t use a title like: Want to Save Money? Instead, use: Cost Savings.

10. Fancy transitions that whirl and twirl. Forget it. Those cutesy transitions make most adults nauseous. Just use “appear” from the transitions list.

Avoid those 10 traps so many presenters fall into and spend your time practicing and polishing your presentation delivery. You’ll profit from it.

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Sales Presentation? 10 easy prep steps

Posted on September 15, 2011 by Fern

If you’re in sales, you know your presentation is your most powerful closing tool.  Even if you’re speaking at a conference or in a public arena just for the fun of it, you want your presentation to be engaging and memorable.   Either way, you’re not sure what it is that makes a presentation great.

If you’re like so many people I meet in my workshops, you’re probably convinced it’s all about content. It’s possible you’ve suffered for days over content, hoping to dazzle your audience with details.  Perhaps your whole team has been busy assembling content–sticking in everything they might possibly need.  They may have tried to get it all into a logical order. Maybe they’ve written a script. They may have even considered the “message” and if so, it’s likely they decided to put it at the end–to be sure packs a really big punch.

Wrong. Wrong. Wrong!

Whether you are in sales, education or service, whether you’re a professional or a once-in-a-while presenter, it isn’t smart to put your audience to sleep.

Yes, I’ve written about this before, but the question arises again and again–so the answer is worth repeating. Whether you’re presenting for two hours or twenty minutes, for predictably positive results, here’s a better way. Ten easy prep steps.

1. Craft your message. To you, your message is the one key concept you want your audience to remember. To your audience, it’s what sets you apart and above your competitors.  Without a strong message, a presentation is just an information dump–often confusing and easily forgotten

Be sure your message resonates intellectually and emotionally. It should sound like a strong statement of fact–something special about your product or service or gizmo that your audience can count on.

Polish and simplify your message–to make it clear and memorable

For example, a good message might sound something like: we build the safest strollers in the industry. Or count on us to grow your money. Whatever it is, your slides and your talk should reinforce your message and your message should be clear from your slides and your talk.

2. Assemble your content. Content is not important for its own sake.  It is simply proof that your message is true. To decide on the content you need, write down every point you could possibly want to make. Eliminate everything that is not absolutely essential. 

3. Organize your content.  People pay attention when content is organized simply and logically–ideally into 3 clear topics they can easily remember. In deciding on your topics, choose titles that support your message. And do stick to the magic number 3. Then organize all your points under the 3 titles you’ve chosen.  If you’ve got too much, toss it. The reality is, too much information makes it all instantly forgettable.

4. Create a Title Slide for each topic.   A good Title Slide reinforces a benefit. Create one for each topic and insert the appropriate content on a couple of slides that follow each title slide.

5. Eliminate excess verbiage. Remove all sentences from your slides and use essential keywords only. A good rule of thumb is: 3 to 6 words on a slide. Period.

Keywords will keep you on track and keep your audience focused on you. An audience stops listening when you start to read from the screen because they are reading too. So don’t do it. It’s annoying. Besides, if you simply wanted them to read, why did you ask them to come?

Moreover, a presenter reads more slowly aloud than individuals can read to themselves–which creates a cognitive dissonance. So in addition to being bored, the audience becomes unhappy with you.  That’s not good for sales.

6. Eliminate all fancy transitions. Yes, PowerPoint offers an array of swirling, twirling and eye-popping “transitions” the kids love. But use none of them. That means zilch, nil, nada, zero. Just because you can do it doesn’t mean you should. In fact, those transitions physically nauseate most adults–literally.

7. Come up with a metaphor that captures your message. Use that metaphor as a continuing theme in your graphics and in the way you deliver your content.

8. Create an engaging opening. Tie your opening (and your close) to your message in an original way. You might use an anecdote, a story or a magic trick. Whatever it is, be creative and original. It works even in the stuffiest arenas.

I’m not suggesting you go all show-biz if it’s not in your nature. I am suggesting you come up with an engaging way to open into your message while differentiating yourself from your competitors.

Yes, you will say your message several times—most importantly, at the beginning and at the end. Still, an engaging opening makes your message stick.

Find the essance of your message and look for a story or anecdote that illustrates what you mean. For example, your message may be something like, “When you buy an XXX computer, we make sure it comes with all the pieces you need. You know it will work as soon as you plug it in.” 

Since your main point is, “we put all the pieces together” you could open with a story about your kitchen reno or about assembling a scooter that didn’t work because the wheels were missing. Just be sure your opening leads to the point of your message.  Then you’d say something like,  “Don’t worry. With an XXX computer, you’re ready to roll as soon as you plug it in. We put all the pieces together for you.”

For the close, repeat a variation of your message–maybe even showing a perfect scooter so you can say,  “This scooter has all the pieces. So do our computers. And you can be sure they work the first time and every time–the instant you plug them in.”

9. Practice delivery.  Whether it’s just you or a team event, you must practice from beginning to end. Use a coach if you can–or a video camera if you don’t have a coach.

Open with a story that leads to your message.  State your message. Then rehearse delivering your slides—until you are totally fluent and at ease. And practice your close. Do it again—and again—until your energy and enthusiasm are all the audience sees.

10. Deliver to win.  That’s it! You’re ready to roll.

If you want to engage your audience from the very first word, follow the 10 steps here and you’re bound to succeed. Your message will be clear, your organization will be logical, and your presentation will be energetic.  Indeed, 10 steps of prep is all you need for a winning presentation.

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Reader-Friendly Business Writing? Choose the Right Font.

Posted on September 5, 2011 by Fern

When you write for business, you want to make reading painless.  Whatever you’ve written, nobody should have to slog through it because you’ve chosen an unreadable font–one that’s too small, or too big–or too fancy to decipher. In fact, if it looks hard to read, you can bet nobody will bother. Happily, there’s been lots of research on readability factors and you don’t have to guess what works best.

Unless your company branding insists on a particular font for e-mail, you have choices–or so it would seem. But research tells us something else. A font that is effective on screen is harder to read on paper; an effective font for hard copy is ineffective for screen. Why? because your brain processes the two media differently, actually using different parts of the brain.

It may seem that choosing the right font is simply a matter of taste and I suppose it is to some extent. But let’s hope your taste doesn’t run to the cute, clever or outrageous. That might be fine for a blast to buddies, but in business it’s considered unprofessional.

So, here’s the scoop about fonts. When it comes to screen, a sans serif font works best. Sans serif just means it doesn’t have the little feet on the bottoms of the letters, as you’d find in Times Roman for example. Good sans serif fonts are 10 point Ariel or Helvetica. Sans serif seems to convey an up-to-date, edgy feel.

Microsoft did a big study on this a few years back and decided that Verdana is the “ideal” font for screen. Verdana is another sans serif font. 

When it comes to fonts for paper, serif fonts are the best choice. They are the ones with the feet and it’s those feet that seem to glue the letters down to the page so they don’t shift around, which is a problem for a lot of readers. In other words, serif fonts make reading easier on paper. That’s why ALL newspapers use serif fonts–12 point.  Serif has a traditional, “trust me” look.

By the way, 12 point serif is equivalent to 10 point sans serif in most cases.  Fonts that are too small can’t be read by a significant percentage of the population, so don’t go small just to fit it on a screen. Fonts that are too big create other issues for many readers who can’t read it because too much white space in each letter is like a white hole that traps them and they get stuck. If it feels unreadable, it won’t be read.

When you write for business, you want to make reading easy. Choose the right font for the medium and you’re way ahead. Want to know more about fonts? Just ask.

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How to Write a Sales Pitch Letter that Pays Off

Posted on September 4, 2011 by Fern

When I first went into business, I sent out 20 prospecting letters and actually converted them into 12 clients, most of whom stayed with me for years. And while I don’t think you can count on the same numbers these days,  I do think it’s valuable to target, qualify and try.  The payoff is well worth the effort.

A prospecting letter is all about initiating a relationship and indicating you’d be worth talking to. It’s a way of warming up the cold call and getting your feet in the door. Get it right and see how well it works.

Since most people e-mail, an honest-to-goodness letter is impressive to many readers. Of course, getting a prospect to open it is your first hurdle. A hand-written envelope helps. Writing “personal” on the envelope may work too.

The next hurdle is your opening line which must intrigue the reader and give the reader a reason to read.   If it feels like a form letter sent with a scatter-gun approach, you’ve wasted your time; it will not be read. Indeed, your letter hits the trash basket instantly.

So, start with a sentence about the reader–not about you.  If you have the name of a referral, a mutual acquaintance, or something special in common, open with it.  If not, you’ll need another way to make a human connection.  In any case, be sure your opening line includes the word, “you” to pull the reader in. Your second sentence introduces you. 

To find a good opening line, go to the prospect’s website and read their mission statement. Then look around and see what they’re up to. It’s worth spending a few minutes reading their recent press releases too. Choose something you know will resonate–a problem or challenge you can tackle–and start there.

In short, your opening should sound like you “know” the reader and the issues they’re dealing with. You might begin with something like: Increasing productivity with a diminished workforce is a challenge you face every day. As an efficiency expert with a specialty in A, B, and C, I can help.

Here’s the “Cheat Sheet” info I share in my strategic business writing workshops.

Opening: Arouse interest by identifying a need or benefit that is likely to resonate with the reader. Give the reader a reason to read by connecting yourself to the opening line.

Middle: Convince the reader your product or service fills the need. Include support information.

Close: Call for action. Don’t ask the reader to make the next move; tell the reader your next steps. 

There’s no point in sending the same letter to thousands; form letters get little or no positive response.  A good prospecting letter feels personal to the reader.  Yes, it takes a bit of research, but it pays off bigtime.

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