Here’s a quick overview of the Convince and Close system:
Step 1 – The Starting Block Every presentation is about change. There’s usually a problem or opportunity as part of that change. You need to be absolutely clear about what it is. It’s the reason for your presentation. What’s really critical is that your understanding of the problem or opportunity has to be exactly the same as the audience thinks it is.
For example, does your audience want a short-term solution or one that fixes the problem permanently? This may have a big impact on your solution. The problem and solution play a big role in both the opening and closing of your presentation.
Step 2 – Set Your Objective In step two, you identify the objective. It’s really important to go through this exercise. Think about the very end of your presentation, when your audience has all the information you’ve presented. Your objective targets that moment.
The key to success in your presentation is to understand why your audience will do what you want them to do. There must be some benefit to them for granting your wish. People don’t change their behavior or award a project without feeling their needs are being met.We make decisions based on an emotions and justify them based on facts. So make sure you think how your solution will impact your audience from an emotional perspective.
Step 3 – Analyze Your Audience This step focuses even more on your audience. The more you understand their concerns, the more successful you’ll be. That’s because your presentation should be centered around their concerns. If you haven’t addressed all of their concerns by the end of the presentation, you likely won’t get what you want.
There are things you can do before your presentation to help ensure your success. The second part of this step focuses on them.
Step 4 – Organize Your Key Points The first part of this step involves identifying your audience’s concerns. Then you need to come up with benefits that counter these concerns. These “benefit statements” form the body of your presentation. Each point should start with a statement (including a benefit) and then be supported by evidence to prove your point.
This is a very simple but extremely powerful structure. As you prove each point, you may need supporting visuals. This step helps you indentify what they might be.
Step 5 – Write the Open and Close This step focuses on your opening and closing. It gives you a persuasive structure for both.
Step 6 – Select Your Visuals The final step provides you with a series of short videos about speaker support. Selecting your visuals should be the last thing you do. They’re support – don’t let them lead your presentation. You are your presentation.
There you have it – a simple, proven system for structuring a persuasive presentation to convince your audience and meet your objective. The presentation belongs to your audience and that’s why it should be centered around their concerns.
Best of luck in your next persuasive presentation.
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With over thirty-five years in advertising, marketing, and television, Peter brings a wealth of knowledge and business experience to any situation. From the top retailers like The Bay, to Canada’s largest energy multinationals, Peter has been at the forefront ...