If you have read my past LinkedIn postings or those on my website blog, than you know one of the most important things I teach my contractor clients is to improve their presentation skills.
Whether the client is submitting a bid to a major airport or small accounting office around the corner, they will more than likely have to give some sort of presentation. This helps the prospect get to know the contractor better, develop a connection with him or her, and help determine if they are the right fit, so they can work together well.
However, an effective presentation depends very much on how effective you are at the “art of persuasion.” This is nothing new. In fact, more than 2,000 years ago, Greek philosopher Aristotle even developed a formula that has helped communicators of all sorts – including successful salespeople – make presentations that convince others to support them or purchases their products or services.
Here are four of the key components of Aristotle’s persuasion formula:
Credibility. During the presentation, one of the first things your prospect wants is to get some insight into who you are and quite literally, if “you know your stuff.” Further, they want to know if they can trust you and depend on you. In many cases, they can pick this up in the first few minutes of your presentation. This is all about establishing your credibility and is key to the entire presentation process.
Reason. Why should this client consider working with you? Will you be saving them money? If so, how much and how. Will you be helping to make their facility healthier? Again, what steps will you take to improve the health of the building and all those that use it? Here is where contractors should bring in data, evidence, and facts to bolster their argument and sell your prospect on you and your service.
Emotion. Aristotle realized that “reason” will only go so far. People are moved to action – such as hiring you and your company – when they feel an emotional connection. One way to accomplish this is by sharing things about yourself, possibly past failures, hard lessons learned, as well as your successes. The more personal – the more relatable you become. Studies indicate that the most successful TED Talks are when the speaker shares stories – good or bad – about themselves. They are successful because the speaker creates a connection between themselves and the audience, who now pay closer attention to what he or she has to say.
Conciseness. According to Aristotle, one of the best ways to bore an audience, lose an argument – or lose a sale – is to go on and on. “When it comes to persuasion, less is always more,” he said. When giving a presentation before a prospect, we need to cover key items early and in the most concise and compact method possible. This is why it is so important to prepare your talk, practice your presentation, and then edit, edit, edit. An effective sales presentation should be no more than twenty minutes.
There is one more thing Aristotle mentioned in his persuasion formula and that is that these and the other steps in the formula can be learned. In fact, he wanted them to be learned. Doing so helps maximize human potential, he believed, increasing happiness and success.
This formula worked 2,000 years ago and it still works today.
Ron Segura has over 45 years of experience in all segments of the professional cleaning industry, including ten years as Manager of Janitorial Operations for Walt Disney Pictures and Television. To contact him, call 650-315-8933.
