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FALL 2014

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Distributor's Link Magazine Fall Issue 2014

84 THE DISTRIBUTOR’S

84 THE DISTRIBUTOR’S LINK John R. Graham John R. Graham is president of Graham Communications, a marketing services and sales consulting firm. He writes for a variety of business publications and speaks on business, marketing and sales issues. Contact him at 40 Oval Road, Quincy, MA 02170; 617-328-0069; jgraham@grahamcomm.com. The company’s web site is grahamcomm.com. WE ARE OUR PRESENTATIONS - A LISTENER’S VIEW The goal of every presentation is to successfully influence how listeners will think or act. If that’s so, few presentations make the cut. Although many treat presentations rather casually, every one counts and each one is equally important. And here’s why: we are our presentations. We’re the one on stage, and we’re judged by our listeners not only by what we say - but by the effectiveness of the performance. Every presentation tells a story - our story. It’s that serious because presentation skills influence the destiny of a business career - and the advantage goes to the top presenters. Whether speaking one-on-one or to hundreds, it’s always a presentation. Formal or informal, it’s always a presentation. Whether it’s long or short, it’s still a presentation. Whether it’s a sales speech, management briefing, staff meeting or discussing a concept, plan, or presenting a proposal, it’s all the same - it’s a presentation and the presenter is on the line. Here’s the way to make every presentation a success: 1. Start with asking, “What do I want someone to say, do or think after hearing my presentation” If you don’t have a clear picture of how you want listeners to respond, they will be confused and dissatisfied. A presentation gets a focus and comes under your control when you know exactly how you want it to be perceived. Write down your answer and make it specific so it becomes your built-in GPS as you develop your presentation. If you don’t, expect a low grade from your audience. 2. Think about some presentations you’ve heard lately at work or anywhere else. What didn’t you like and what was good Again, write down your answers and then get it right when preparing a presentation: What didn’t you like • Went too fast or too slow • Boring, no excitement • Too long • Hard to follow • Too much information • Not enough information • Didn’t learn anything • Heard it before • Not prepared • Sounded like a lecture • Didn’t involve listeners • Confusing, couldn’t follow • Not organized • Didn’t understand the listeners • Talked down to us • Poor use of media aids What did you like • Good stories • Involved listeners • Well organized • Easy to follow • Energetic • Right length • Good pace • Learned something new • Understood the listeners • Helpful information • Interesting • Well prepared • Wanted to hear more • Good use of media aids please turn to page 220

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