sponsored article from Phil Gray Consulting
Finding it easy to share your ministries mission and vision with others? How are you doing with growing your company profile? Is it a difficult part of your job to communicate about your business/station and the mutual benefits of becoming a member, or donor or sponsor and achieving greater impact in your town or city?
It is imperative that you speak in terms both your audience and supporters can relate to, and just as important to communicate your story with the passion that comes from being “all in” with the purpose and vision of your station.
Here are some essential points to consider when you or your team are representing your organisation:
• The goal: What is it you want to convey? Facts and figures often support your presentation. Know what your audience be excited about? The goal is always to move the process on towards the ultimate ending – get approval to proceed to the next step, whether it’s accepting a phone call, a referral to the right person, or a chance to send additional information or buying whatever it is that you are selling. We are constantly building credibility and slowly gaining the right to open the door to the next step. Whatever the goal is, follow through with a crystal clear next steps to eventually ‘arrive’ so you eventually achieve the goal.
• The subject: Do you know your topic well enough to describe it in a single sentence or two? It’s harder than it sounds. Knowing your subject well also gives you the ability to stand out from others who might be doing something similar. The issue, as always, is less what you do, and more what you can do for somebody. “I’m a radio sales executive” is not as powerful as saying “I am a radio sales executive who specializes in helping family friendly companies like you promote your business throughout the whole region.” Be prepared beyond nervous. If you think about it, we are only ever nervous when we are ill prepared, so do your homework and know the topic as well as what your ultimate goal is.
• The pitch: Some people have natural charisma and “woo” (the ability to ‘win others over’), but if your role requires you to present your station to others you can be very effective by focusing on what is truly meaningful and ideally it should be different (having a unique selling point). Spend time honing your speech, working out beforehand the salient points you need to get across using situations or examples you are certain the audience will relate to, and we should tell stories as often as you can.
• Do the Prep: Vital time spent developing the pitch to achieve your goal is imperative to ensure you come across confident, passionate and relevant. Too often we want to ‘wing it’ almost refusing to do the needed preparation. Nine times out of 10 you and your business brand will be discredited. We’ve all heard the saying “Preparation Prevents Poor Performance”. Always finish by outlining the potential benefits – make sure these are clear and concise.
• Presentation matters: It’s natural to want to speak at an auctioneer’s tempo. But rapid-ﬁre delivery rarely conveys conﬁdence and command. In fact, a timely pause is an effective tool to command attention. It gives emphasis to what you’re saying. It gives you time to think. It gives your listener an opportunity to hear, absorb, and retain what you’re saying. Ensure you have light and shade in your delivery and don’t depend on crutch words. Don’t let yourself unleash any ‘ums and ers’. Ensure you are a little animated in your delivery. Use had and eye gestures or movement. If you are standing, move around a little, never stand in the one spot for more than 15 seconds. You are competing with many others (even other distractions in the same room as where you are making the presentation) so make sure you are certain they are hearing you and really understanding. The above will assist you getting your point across every time.
• Check for understanding: keep asking the audience if they are ‘getting you’, and where possible ask them for input, examples of their own, or even get confirmation that they are following your train of thought. Preachers seem to do this often, it is a highly effective tactic.
• The follow up: Rarely will you achieve your goal the first time you speak with a potential client or donor. The follow up is the most important step. Do they still have questions? Did they fully understand or need further facts and figures? Did you convey your enthusiasm and passion? Did you simplify your presentation or will they say no just because it seems too difficult or they didn’t catch hold of the vision? Give them the opportunity to ask for more information – never assume they have the correct details to make an informed decision. Be happy to connect several more times so that you can eventually get a “yes”. Look at the big picture – referrals are always easier to get than a new client so always consider your presentation to be to the people in front of you AND their network of friends and associates. If you are excited and passionate, they will become excited too and talk to others.
The underlying point is we can learn to be communicate with passion but we often need help in doing so. Contact Phil Gray Consulting (PGC) for business coaching for you and your team to grow your station through effective group or one on one presentations. Or ask us about having PGC conduct your next sales or fundraising campaign and we can assist you achieve your ultimate goal! Perhaps you need one on one mentoring to gain confidence in getting in front of potential sponsors or donors to achieve more revenue for the goals you have set for 2016.
Contact Phil Gray by email firstname.lastname@example.org or phone direct 0403 308855 so we can help you communicate with clarity, confidence and passion. Our goal is for you to achieve Accelerated Success.