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Remember the movie, “Field of Dreams”? The movie’s mantra was, “If you build it, they will come.” Along those same lines, in a persuasive presentation, if you SOLVE their problem, they will BUY. Let me explain.

Many of you have heard and read my “bespeakism” turn your focus 180°; imploring you to put yourself in the audience’s seat. Once you’re there, ask yourself, what’s bothering them? What’s keeping them up at night? What’s a PROBLEM they have that your product or service can SOLVE? Once you figure that out, you’re ready to begin building a presentation that will truly persuade them.

Begin by illustrating for them what their “Picture” looks like; where they currently are. Include in that picture, a crystal clear view of their problem. Now ears have perked up; heads are nodding. They’re listening because you’ve shown them that you “get” them. More important, you’ve just brought out in the open the thing that’s keeping them up at night! “Yes!” they’re thinking, “That’s exactly where I am! If only someone could help me with this problem.”

Enter YOU and your proposal for solving this problem. (By the way, this kind of intro works just as effectively for informative presentations; you have to give the audience a compelling reason to listen and learn − illuminating a problem they’re facing that your information will help them solve is the best way to capture their interest.) For those of you in the selling business (and who isn’t?) this is when you tell them in PLAIN English (think smart savvy 11 year old), using BIG BOLD BRAVE words what your solution is.

Next, you illustrate the payoff; the BENEFITS to them of adopting your proposal. These are NOT bells and whistles, doo dads and super duper gadgets. These are the what’s and how’s their lives will be better, easier, safer, richer, more carefree, etc. once they begin using your product or service. The better you know your audience and understand their problem and how you solve it, the more easily and compellingly you can communicate this to them.

Now you have to use your knowledge of them to bullet proof your idea. This requires you taking the time thinking as though you are they and asking, “What will their objections be? What will they still be doubtful about? What may I need to disabuse them of?” Bringing these things out into the light and knocking them down one by one will seal the deal. You will have addressed their doubts before they’ve had a chance to voice them.

Next you paraphrase what you’ve said thus far. Briefly recap their problem, your proposed solution, the payoffs to them of adopting it and the proof they need to dispel any misconceptions or doubts that your solution will work. One piece left; the prompt.

This is CRITICAL and yet many many persuasive presentations are missing this important element. Tell them what they’re NEXT STEP is! Don’t be afraid of being “pushy”. You’ve just illustrated very clearly and compellingly to them WHAT their problem is and HOW you can solve it, as well as telling them the GREAT things they’ll enjoy by adopting your solution. You’ve even illustrated possible objections and debunked them. At this point they’re DYING for you to tell them where they sign, what line they get in, who the check’s to be made out to, etc. You’re their problem solver! The answer to their prayers! Don’t stop after you’ve told them how you can solve their problem; tell them the steps they can take to get started.

Before your next presentation, sit down and ask yourself, “What is my audience’s problem? How does my product or service solve it? What is the result of that solution? Then follow the structure I’ve described above

(also known as the bespeak presentation method) and you’ll be giving persuasive presentations that assure that you’ll be heard and get results. And who wants to give any other kind?

Unless you have been living under a rock, you have noticed that Christmas is fast approaching. The signs are everywhere from the lights, the sounds, and to the shopping. This last part can be very stressful to many who often put off shopping and end up having to fight traffic, long lines and more adding even more stress. We suggest another alternative which is to not put off the shopping and buy today. We also suggest you use the advice of others who have already sorted through the good and bad gifts so you can piggyback off of their hard work and still reap the rewards. The result is a much easier shopping experience where you start out with already great suggestions.

The first gift we recommend is the Loopz™ Game. This hot toy will be a hit with boys and girls as they try to master the movements that were just completed by the lights and movement. Kids will love this competitive game that is fun for boys and girls.

Another good present is the Magna-Tiles Translucent Colors 100 Pieces. This one was a popular gift last year and is sure to be a winner again this holiday season. This one allows kids to tap into their creativity where they can build some elaborate structures with its different colored pieces.

A solid gift idea for the little ones is the Radio Flyer Ultimate Comfort Wagon. Parents should wax nostalgic over this one as odds are pretty good they may have had one of their very own when they were growing up too. The newer versions are safer for kids but still offer the same great fun.

A great gift for girls is the Squinkies® Cupcake Surprise Bake Shop. This one is an adorable gift idea that many girls will love to play with. You can bet this one will be a welcome addition to their room and something they will brag about to the friends.

Finally, the Flip® UltraHD Camcorder 120 Minutes version is a great handheld gadget. This one is perfect for all kinds of uses and was a best seller last year and is selling well again this year.

First of all, I understand that the title to this article is not new because many authors have previously expressed their view on this topic. What makes this article original is that what I am sharing below is based on my own experience as a trainer for more than 10 years. In compiling the Do’s and Don’ts lists below, I would also like to acknowledge all my mentors for their generous sharing of experience and techniques used in their own training.

Here is my Do’s list:

• Find out whether the training is conducted in my own room or other people’s room. If it is in other people’s room, I will find out from the event organiser whether there are any specific requirements for the participants. I do not assume that my rules are their rules.
• Prepare my template by listing down the title to the presentation; a few enrolling questions to engage the participants at the very beginning; my personal story and the answer to the question “why am I qualified to give the presentation”. Finally, I will also prepare a list of benefits my participants will receive out of the presentation based on the Myers-Briggs Type Indicator (“MBTI”) Model and/or the Extended DISC Model.
• Prepare my script and rehearse as many times as possible before the actual presentation. This is to ensure that the presentation flow would be smooth.
• Prepare the timetable and decide what kinds of group activities would be used in the presentation.
• Remind myself through visualisation technique that I will use empowering and positive language in my training at all times.
• Decide the marketing plan and opportunities for the participants who might be interested in my other programmes. I understand that many authors do not include this in their do’s lists. I guess this is because they believe that they are only speakers and not information business entrepreneurs. According to my mentor, a speaker only speaks. An information business entrepreneur makes information sharing a business.
• Always acknowledge my participants for their participation and sharing. If applicable, I will also acknowledge the event organiser for its effort to organise the event and put my participants and me together.
• Make sure there are regular opportunities for the participants to do their review and revision in order to reinforce what they have learnt.
• Prepare a speech for delivering at the end of the training session as a proper closure.

Here is my Don’ts list:

• Do not use PowerPoint unless I am showing pictures and diagrams which require a certain degree of accuracy. Use flip charts as my main teaching tool instead.
• Do not conduct the training as a monologue. Instead, always look for opportunities to engage my participants by asking them questions.
• Do not show off. The training is not a forum to show how much I know on the topic I am teaching. It is my participants’ show and I should let them shine.
• Do not mumble or speak too fast. A good trainer is someone who can communicate well with his participants. Speaking slowly and clearly will allow my participants to understand my messages.
• Do not let my participants’ energy level go down because this would be detrimental to their learning. If needed, stop teaching immediately and perform stage change techniques. I will only resume the teaching when my participants are back to their original energy level.
• When dealing with questions from the participants, do not assume that I must answer all of them. Other participants might be able to answer some of these questions. I can take a step back and become the facilitator of the exchange of views between the participants.
• Avoid using judgemental comments or passing unnecessary remarks about my participants.
• Do not keep on teaching without giving breaks to my participants. I confess that I have been guilty of this for years.

I hope you will benefit from my Do’s and Don’ts lists as discussed above. Visit my website as I have a lot of useful tips on public speaking. Please leave me with your comments on my website as I would love to hear from you too.