Unless you are growing your business by giving presentations, you might not think about the importance of learning strong presentation skills. But it’s important for financial advisors to realize that each time you speak to a client or prospect, host a seminar or educational event, or speak to your team about firm goals and objectives, you are presenting. Being able to present your ideas in an effective manner is critical to success. You might be very intelligent and even creative, but if you cannot communicate in a manner that “wins over” your audience, you might be missing opportunities.
What makes the difference between a good presentation and a poorly delivered one? Often times it is the material; either we like what we hear or we don’t. Often times it is the presenter – if they are engaging and interesting, we pay more attention. Whether your next presentation is sitting one-on-one with a client, presenting to a board for a not-for-profit client, or standing in front of a roomful of people you’d like to gain as clients, the following six secrets from professional presenters may help:
- Establish what you want to accomplish at the outset. Is your presentation meant to persuade or to inform? Are you hoping to gain a client’s agreement on something or just wanting to tell your staff about a new change that’s happening? Always think about why you are doing the presentation and what the desired outcome is before you put together your material.
- What does the listener want from you? What are their goals in the exchange? Learn as much as you can about your listener or group. In a meeting with several people, ask them to raise their hands to questions about the material: How much do they know already? What prior experiences have they had? What do they hope to learn? In a one-to-one, get the other person talking. What do they hope to accomplish? The more you can engage and learn about your audience, the more engaged they will be with you.
- Put your information into a segmented format so that your audience can follow along with you. If, for example, you are presenting on the first-quarter market activity, you might segment: (a) Last year’s first quarter, (b) This year’s performance, (c) Changes from one year to the next and the meaning, Impact on you as the investor, and (e) Next steps you as the investor want to take in your portfolio. You want to take your material and put it into chunked segments so the audience knows where you are, and what you are talking about, at all times.
- Don’t assume the audience knows what you mean and why the material is relevant to them. It’s critical to provide context. Help the listener understand why they should care – the “so what?” and relevancy for their lives. If you are simply offering information, that’s fine, but let the audience know. When hoping to persuade a listener or set of listeners, it is absolutely critical to make the connection and allow them a clear window into the “why?” of the information to their needs and their lives.
- Check for understanding. Watch body language as you speak. Are people staying engaged? Are they nodding or shaking their heads? Are they focused on you? You want to make eye contact, smile and be engaged, and you want to watch the listener, too. Find ways to put questions in, or ask the audience to raise their hands. Work on engagement throughout your presentation and ask for questions to allow for deeper understanding.
- Have a clear next step. What do you want the audience or listener to do as a result of your presentation? Be clear what you want the listener to do. If you stated a desired outcome at the beginning of the dialogue, refer back to it now. And if you can get the listener to commit to a next step, have them do so in writing or to you verbally. A public commitment is always best.
Find ways to work on your presentation skills, and incorporate some of these ideas the next time you have an opportunity to present.