August 2010 Newsletter

Can you improve your conversation skills and improve your results? This month's newsletter shares techniques

for using quality conversations to improve presentations, generate referrals and have more engaging experiences at networking events

Build Rapport by Making Your Presentations Conversational

Few people enjoy hearing a "pitch," but most people enjoy a quality conversation. Build better rapport with your audience by using these techniques to make your next presentation more conversational: 

1.     Speak for the ear. Expressions that work in written communications are often more formal than the spoken word and can sound stilted when you present. When you prepare, make sure your points sound good when spoken aloud.

2.     Remember the value you offer the listener. You wouldn't give a presentation that didn't offer value to the audience. When you remember that someone needs your message, it's easier to connect.

3.     Practice pausing. Real conversations require a give and take between the speaker and listener and only bad conversations contain monologues. Pause after powerful points or provocative questions so that your audience can process your words or think of a response.

4.     Use good eye contact. It's uncomfortable to converse with someone who won't meet your eyes and the same is true in a presentation. Be sure to make eye contact with different parts of the audience and practice looking into the eyes of one person when making a powerful point.

5.     Tell stories. Remember the adage, "telling is not selling." Use stories that illustrate your key points. Stories can also help you relax while at the same time engaging your listener.

6.     Practice conversationally. Practice your presentation out loud as if you were only speaking to one person. This will give you a feel for how well your presentation flows and how comfortable you feel with the language.

Keeping your presentation "conversational" does not mean you should go overboard with informality, or abandon techniques that add power or polish to your presentations. Solid speech preparation and delivery combined with the 6 tips above will help you build rapport and create a comfortable environment for your audience to receive your message.

How to Use Your Value Proposition to Create Conversation and Build Business

You've created a great value proposition. How do you use it in conversation? The temptation is to use your value proposition to propel you into a monologue about your services, but don't fall for it. When someone asks what you do and "how" or "why" your value proposition works, use their interest to find out about their business not to share about yours.

Here's how:

1.     Request permission to discuss the prospect's business. Don't immediately begin describing your services. Instead, say something like, "I'd be happy to tell you how I [insert stellar value proposition here]. Would you mind telling me about one or two of your top business challenges, so that my answer will make sense in terms of what you do?"

2.     Briefly share how your services apply (preferably in terms of how you've helped similar clients). "When [satisfied client's name] faced a similar situation we helped by ..." or "I've seen that a lot. What I've found is that the best way to address that is ..."

3.     Ask a provocative question related to solving the problem. "Would it be beneficial to you if you could increase sales/increase retention/decrease payroll costs/insert other benefit here?"or "We've been able to help our clients achieve [insert fantastic results]. What would that kind of change mean for your business?"

4.     Request permission to follow up. Once you've generated interest, close on the next step and end your conversation on a high. Set an appointment to discuss the situation in depth at a more appropriate time.

Use these steps and you'll be able to keep the focus of your conversations where it belongs: on helping your prospects.

Create Business Opportunities With Conversations

I recently did my "Making Networking Work" workshop for a company that is trying to grow its market share and I was for advice on how to discuss business in semi-social circumstances with service providers (doctors, dentists, hairstylists, etc.), friends and business acquaintances.

Here are some tips:

1.     Establish goals. You'll be most successful if you determine your ultimate conversational goal. Do you simply want to inform your contact of the services you provide? Would you like to set up a sales appointment? Would you like to request referrals or permission to leave your business materials in the office lounge?

2.     Plan. While you may spend a good thirty minutes with your dentist during appointments, most of it won't be conducive to a quality conversation. Plan in advance and pick the best time to talk about business so you can take advantage of the opportunity.

3.     Memorize your opening. Know in advance exactly what you plan to say to transition your conversation to business. You may want to mention a relevant news topic that relates to your business or simply ask for a moment to speak.

4.     Be direct. Ask boldly and without apologies. Consider something like, "We're helping [satisfied client achieve great results] and I think you/your clients might be interested. May I take a moment to share how we might help you/your clients?" or "I've never mentioned that I [insert benefit here] do you know anyone who could benefit from that service?"

5.     Request permission to follow up. This step is most important. Regardless of the outcome of your initial conversation ask, "Would it be ok if I touched based with you from time to time to share information about new value I offer that might interest you/your clients?" If you've had a respectful conversation, you should get a 'yes.'

And, there is a silver bullet that will help you make these conversations successful: remember that at the heart of every conversation is your desire to share a valuable service with those who need it. You're not imposing on the person you're speaking with, but rather helping them achieve success. The law of averages says that not every conversation will turn into business, but if you consistently use the tips above, you'll dramatically improve your odds.

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 © 2010 Chakisse Newton. All Rights Reserved.