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The Persuasive Presentation: Selling yourself and your ideas

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Bottom-line reasoning works with many business audiences. Carefully. review data & charts ... commuting time for 75% of employees. involves buying rather than ... – PowerPoint PPT presentation

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Title: The Persuasive Presentation: Selling yourself and your ideas


1
The Persuasive Presentation Selling yourself
and your ideas
  • Professor Schenkler
  • Stern School of Business

2
The ABCs of persuasive presentations
3
The ABCs of persuasive presentations
A.
Appeals that help overcome objections
4
The ABCs of persuasive presentations
A.
B.
Appeals that help overcome objections
Benefit statements that explain
WIIFT
5
The ABCs of persuasive presentations
A.
B.
C.
Credibility appeals that focus on the speaker
Appeals that help overcome objections
Benefit statements that explain
WIIFT
6
A. Appeals that help overcome objections

7
What objections need to be overcome?
?
8
What objections need to be overcome?
?
Cost Time Change Effort Value Risk Substitutes Oth
ers views
Common ones include
9
Bottom-line reasoning works with many business
audiences
  • Carefully
  • review data
  • charts
  • Only use
  • credible
  • sources
  • Show other relevant
  • interpretations of the numbers

10
Benchmarking gets people to follow the lead of
others
Program in place?
Company
  • .

Biggest competitor
  • .

Up and coming competitor
  • .

Competitor with good PR
  • .

Competitor like us
11
The foot-in-the-door approach can start the
selling process
  • Ask for small step
  • Try for public
  • and active support
  • Recall the power
  • of consistency

12
Door-in-the-face tactics rely on the desire to
reciprocate
  • Ask for far more
  • than you want
  • Rely on positional
  • bargaining
  • Assume other party
  • will feel the need
  • to reciprocate

OK, 5,000 is too much now can you help us with
a 50 gift?
13
Limited opportunity gives value to that which is
scarce
  • Understand the power
  • of deadlines
  • Use the cache
  • of the uncommon

14
B. Benefit statements are appeals that
explain...
WIIFT
15
Three steps to a benefit statement
1
2
3
Identify features of an idea or product
Apply an audience filter
Create a targeted benefit statement
16
Example moving corporate headquarters
1
  • Features related to move
  • means less commuting time for 75 of employees
  • involves buying rather than leasing
  • includes plans for an employee gym

17
Example moving corporate headquarters
1
2
  • Audience
  • key decision makers
  • primary audience
  • secondary audience

18
Example moving corporate headquarters
1
2
3
General Benefit Targeted Statement
19
C. Credibility appeals that focus on the
speaker
  • Liking theory
  • Goodwill credibility
  • Competence credibility
  • authority
  • expertise
  • delivery skill

20
The Persuasive Presentation Selling yourself
and your ideas
  • Professor Irv Schenkler
  • Stern School of Business
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