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A t l a n t a , G e o r g i a
to Create How en-Minute a Sev sentation -Shot Pre Rifle
15 Min Excerpted from utes Including Q& e the World from A : A Plan to Sav ions Lousy Presentat
by Joey Asher
Excerpted from 15 Minutes Including Q&A: A Plan to Save the World from Lousy Presentations
Introduction: Start a Revolution with a 7-Minute Rifle Shot Presentation . . . 3
1 A Plan for a Seven-Minute Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2 What a Seven-Minute Presentation Sounds Like . . . . . . . . . . . . . . . . . . . . . . . 8 3 Start by Focusing on the Key Business Challenge . . . . . . . . . . . . . . . . . . . . . .14 4 Focus Your Presentation on Three Key Messages . . . . . . . . . . . . . . . . . . . . . 19 5 Filling Out Your Three Key Messages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 6 Close By Recapping Your Three Key Points . . . . . . . . . . . . . . . . . . . . . . . . . 28 7 End by Asking for Something . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 8 Keys to Telling a Good Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
H O w t O CR E At E A S E v E N - MIN u t E R IF l E- S H O t P R E S E N tAt IO N
joe y a sher
Persuasive Speaker Press
A t l a n t a , G e o r g i a
Introduction: Start a Revolution with a 7-Minute Rifle Shot Presentation
Most business presentations stink . Really stink . They go on too long . They make no clear points . They get no results . They’re delivered with all the enthusiasm of that ficus tree in your boss’s office . They’re so boring that you think “If this thing doesn’t end soon, I’m going to place my face on the Xerox machine and hit ‘copy’ over and over until I go blind .” More importantly, these lousy presentations waste time and money . Here’s a little preso-math . Put 20 people in a conference room at an estimated average hourly value of $75 an hour . That puts the cost of the one-hour meeting at $1,000 . Add in another 20 hours for the speaker to prepare the 90 slides . And that doesn’t even take into account the cost of the graphics department in helping to create the slides . Would you be willing to pay $3,000 or more for the average presentation? Not sure? Well consider that for the same amount of money, you could take 20 great prospects to a fancy dinner .
H O w t O CR E At E A S E v E N - MIN u t E R IF l E- S H O t P R E S E N tAt IO N
joe y a sher
Persuasive Speaker Press
A t l a n t a , G e o r g i a
That’s what this ebook is about . Leave the rest of your time for Q&A .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 4 Persuasive Speaker Press A t l a n t a .SO wHAt CAN yOu dO AbOut It? You have a couple of options . Speak for no more than seven minutes . Next time someone in your office is droning on in front of a ceaseless deck of slides. Instead. You won’t get fired . The first option is only recommended for those that want to lose their job with a grand gesture and a blaze of glory. One is better than the other . You heard me right . From now on. here it is . You can say a lot in seven minutes if you know how to lay out your message in a simple straight line .MIN u t E R IF l E.” The second option is more subversive . G e o r g i a . H O w t O CR E At E A S E v E N . “I’m as bored as hell and I’m not going to take it anymore . deliver a seven-minute rifle shot presentation . every time you have to give a presentation. you’ll change the world . So read on my fellow revolutionaries . pull the plug on the projector. run to the front of the room and say. But I like both .
You don’t have to worry about leaving things out because your audience will have plenty of time to ask questions . To give your presentation in seven minutes. Challenge—Response . focus everything around this simple model . “If I were to ask my audience H O w t O CR E At E A S E v E N .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 5 Persuasive Speaker Press A t l a n t a . A good way to arrive at your hook is to think. Problem—Solution . Start your presentation by putting your finger on the key issue or question that your audience cares about . then things get much simpler . Here’s a plan that will allow you to say a lot in seven minutes or less: StEP 1. “How can I do that? I’ve spent a month on this project! Now you want me to say everything in seven minutes? Impossible!” But it’s not that hard if you keep a simple principle in mind . If you think in terms of simply helping your listeners with their lives.1 HOw tO SAy A lOt IN A SHORt PERIOd OF tIME A Plan for a Seven-Minute Presentation F or most people. requiring that they give their presentation in seven minutes or less will seem absurd . Your goal isn’t to tell everything you did .MIN u t E R IF l E. Then detail how you plan to help them with that issue . G e o r g i a . tHE HOOk—30 SECONdS Start by putting your finger on the business issue that your audience cares most about . Question—Answer . It’s to help your listeners with their lives .
“I understand that you are concerned about . The evidence can be anecdotes. analogies. Great speakers use lots of stories . go into detail about each of the “bumper stickers . The idea is to give your audience the three thoughts that they must remember above all else .what worried them most about the topic I’m going to talk to them about.MIN u t E R IF l E.” The pattern to follow is to give a couple of sentences of explanation . data. . G e o r g i a .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 6 Persuasive Speaker Press A t l a n t a . tHE PREvIEw—30 SECONdS Give a quick overview that details how you plan to address the problem . Then give some evidence in support of your points . etc . . H O w t O CR E At E A S E v E N . tHE bOdy OF tHE PRESENtAtION—FIvE MINutES Once you’ve come up with your three takeaway points. Another way to think of this is “What are my three takeaway ‘bumper stickers?’” StEP 3. what would they say?” The hook often starts with the following phrase.” StEP 2.
But you want to give a sense of direction . This part is simply about driving home the key points . tHE RECAP—30 SECONdS This is where you remind the listeners of your three key points . What’s next? Key Takeaway You can say a lot in a short period of time.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 7 Persuasive Speaker Press A t l a n t a . It may be the next step you will take . Don’t get fancy here .MIN u t E R IF l E. It may be the approval that you need from them to proceed . CAll tO ACtION—30 SECONdS You always want to end by telling your audience the next step . It may be the next step for them . G e o r g i a . H O w t O CR E At E A S E v E N . StEP 5. Then lay out in three steps your plan to help solve the problem. but only if you approach your presentation with focus. Start by shining a spotlight on the audience’s key business issue. Simply repeat your three key messages from the preview verbatim .StEP 4.
yOu REAlly CAN SAy A lOt IN JuSt SEvEN MINutES what A SevenMinute Presentation Sounds like S till not convinced that you can say much in seven minutes? Below is a presentation given by one of my clients (I’ve disguised the company to respect confidentiality) .” StEP 2.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 8 Persuasive Speaker Press A t l a n t a . It was delivered by a division president of a manufacturing organization to his board of directors regarding his plans to guide the division back toward profitability . You wanted me to bring the organization back to profitability by the fourth quarter of next year. tHE PREvIEw—GIvE A tHREE-POINt OvERvIEw “I have a three-step plan to reach our goal: H O w t O CR E At E A S E v E N . production quality was terrible. As a result our best customers were leaving us and our revenues were falling. StEP 1. G e o r g i a . I want to talk to you about how we’ll reach it. It took about seven minutes to deliver aloud . That means we need to increase revenues by $8 million.2 yES. It says a lot because it follows a simple approach that focuses solely on the listeners’ needs .MIN u t E R IF l E. tHE HOOk—INtROduCE tHE buSINESS PROblEM “When you appointed me to lead this turnaround several months ago. “I believe that goal is possible.
“When my predecessor left. our biggest customer for our glove products.” StEP 3. Nothing was happening that couldn’t be fixed quickly. Jack Smith at Cralizon. he left a voicemail and no one got back to him. The problem was communication between the plant managers and the customers. At our Albany site. there were holes in the gloves. GIvE ExAMPlES IlluStRAtING EACH POINt. we need to continue the recruiting that has already started in order to turn around our quality.MIN u t E R IF l E. the problem wasn’t the manufacturing process. we could not meet client delivery deadlines. Louis site. • Third. That will get us $5 million in revenues. told me that when he called about the glue problem six months ago. G e o r g i a . “Let’s start with the first point: We need to continue the recruiting that has already started in order to turn around our quality. ExPlAIN EACH POINt. We immediately started getting complaints from clients. we lost three of our four plant managers. At the St. we need to win back our old customers. the packaging was poorly glued.• First. At the Minneapolis site. • Second. we need to make up the rest with sales of new products. He left a H O w t O CR E At E A S E v E N .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 9 Persuasive Speaker Press A t l a n t a . “In every case. tHE bOdy OF tHE PRESENtAtION—REStAtE EACH POINt.
He’s not right for the job. I think we will have some good news in the next month. We would have something go wrong. We have a headhunter who is working on that project but just haven’t found the right person yet. When he got another shipment with poorly glued boxes. I have appointed Alex Jacobs. he fired us and started getting his supply from our competition. the bigger problem was simply a communication breakdown. G e o r g i a . to oversee the plant. the first thing I told him was that I wanted him personally handling all customer complaints.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 10 Persuasive Speaker Press A t l a n t a . But I’m working with him until we find his replacement.MIN u t E R IF l E. When we hired John Fredericks for the Albany plant. “We still haven’t found anyone for the St. and while we certainly needed to look at what was going wrong with the process. As a result. “We’ve had the same problem with other sites. we seem to have the problems ironed out at those plants. the assistant plant manager.second voicemail and no one got back to him. Louis plant. I said the same thing to Alan Constantine at our Minneapolis plant. We have some good candidates. In the meantime. H O w t O CR E At E A S E v E N . “We’ve started to right the ship by hiring new plant managers for the Albany and Minneapolis plants. “The bottom line is that we’ve made progress and we need to continue to hire to replenish lost talent.
If we can convince them that we’ve fixed the quality problems. but your boxes were falling apart. “I know this because I’ve spent the last three months personally calling on our biggest accounts. he said he would consider placing a small order as a test. And I think we have similarly good stories with our other clients. They’re willing to come back if we can show them we’ve made changes. I’m told that we’re probably going to get that business back in six months. Our current supplier doesn’t seem to be able to deliver on time. ‘I can’t stand the supplier we have right now. Ever. He said. That will get us $5 million in revenues. They just got so fed up that they were forced to leave.“Let’s move to the second point: We need to win back our old customers. telling me why he left us. I went to see him with the intent of letting him vent. They’re late. “The good news is that none of our customers really wanted to leave us.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 11 Persuasive Speaker Press A t l a n t a . we just have to make do with a poor situation. I sat in the office of John Castro of Cantor Williams Jones. “The fact is that our clients loved us until we dropped the ball. H O w t O CR E At E A S E v E N .MIN u t E R IF l E. I then sent John Fredericks out to meet him and they’ve started to build a good relationship. Six weeks ago.’ “When I asked him if he would give us another chance. And none have been happy working with our competition after leaving us. We had served them well for years. Right now. G e o r g i a . I’m confident they will return. But it’s a lesser of two evils thing.
the key is three things: H O w t O CR E At E A S E v E N . We met last week with William First from Jackson Hole Rubber Products. He told me that he was interested in creating a thick rubber glove for the foot. G e o r g i a . we already have a team at their site. putting together specs. We expect to have a prototype for them in a few weeks.“My third key point is: We need to make up the rest with sales of new products. But they can’t run in the streets without cutting their feet. RECAP yOuR tHREE kEy MESSAGES “I’m confident that we’re going to meet our goal of growing revenues by $8 million in 18 months. You heard me right.” StEP 4. we can produce this product for them pretty quickly and easily. Turns out that there are a lot of people who want to run barefoot. In fact. “We have several other opportunities in the pipeline. “Given our existing technology.MIN u t E R IF l E.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 12 Persuasive Speaker Press A t l a n t a . They say that they will put in a $1 million order in six months. So they want to put a thick rubber glove on their feet that will allow them the feel of running barefoot. “As I said. “He wants to capitalize on the growing trend for minimalist running shoes. He wants gloves for the foot. “The visits to angry clients yielded some opportunities.
S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 13 Persuasive Speaker Press A t l a n t a . or other form of evidence.” StEP 5. Then recap and make a final call to action. Then lay out in three steps your plan to help solve the problem. CAll tO ACtION “I’d like your support as we move forward with this plan.” Key Takeaway You can say a lot in a short period of time. anecdote. • Growing revenues with new products.• Recruiting managers for key plant positions.MIN u t E R IF l E. • Winning back our old customers. H O w t O CR E At E A S E v E N . but only if you approach your presentation with focus. Then bring to life each of the three points with a brief explanation followed by an example. Start by shining a spotlight on the audience’s key business issue. G e o r g i a .
Put another way. We’ve got a shark eating swimmers . you remember how it starts . A great presentation does the same thing . G e o r g i a . Problem–Resolution . First scene! Boom . Then we take the listener on a journey toward resolution . Now that’s a problem! We’re hooked . With that in mind. how do you start your presentation? You hook your listener at the beginning by identifying a challenge he or she cares about . That grabs their attention because the promise is that you’re going to resolve the challenge . Then promise to help them with the issue .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 14 Persuasive Speaker Press A t l a n t a . In the first scene. The girl goes swimming and gets eaten by the shark . the story is finished . Resolve it . Identify a challenge .3 “wHAt’S tHE bESt wAy tO StARt My PRESENtAtION?” Start by Focusing on the key business Challenge O ur presentation model is a simple story-telling model .MIN u t E R IF l E. describe the shark that’s threatening the swimmers . If you’ve seen the movie. And when they kill the shark at the end. H O w t O CR E At E A S E v E N . start your presentation by putting your finger on the audience’s pressing issue . The rest of the movie is a resolution of the problem set up in that first scene . We start with a challenge . Consider Jaws .
I’m going to talk about how we’re going to do it. But H O w t O CR E At E A S E v E N .” Or what if your audience is a group of bankers who are overwhelmed with the burden of complying with new regulations? Your hook might sound like this: “The regulators have put in place a series of credit reporting obligations that are going to be extremely time consuming. Your hook might sound like this: “We’re charged with increasing revenues by $10 million in six months. Don’t do anything other than shine a light on the audience’s key problem . I know that you like the current system. I’m going to talk about how we’re going to do it.” Or what if you have to speak to employees about a new system for logging travel expenses? Your hook might sound like this: “We’ve just put in place a new process for logging travel expenses. We need a plan to ensure that we comply without having to add headcount.MIN u t E R IF l E.Don’t start by giving a bunch of background about your approach . I know that you’re worried about adding headcount. Don’t tell the history of your project . G e o r g i a . What if your audience is an organization that is charged with increasing revenues by $10 million in six months? Everyone in the audience is concerned about how to accomplish that feat . Everyone here is going to have to use the new system.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 15 Persuasive Speaker Press A t l a n t a .
” Here are some ideas . they’ll pay attention .” Or what if you’re trying to get employees at your company to come forward with patentable ideas? Your hook might sound like this: “Everyone here is interested in earning more money in their paycheck. I’m going to talk to you today about how you can capture that idea and make more money. H O w t O CR E At E A S E v E N .” Or what if you’re talking to a distribution partner who wants good products to sell to end users? Your hook might sound like this: “I know that you’re interested in growing your sales with your industrial clients.MIN u t E R IF l E. I’m going to talk to you about a new protective glove product that your prospects will love and that can grow your revenues.I also know that you would like to save time.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 16 Persuasive Speaker Press A t l a n t a . But some people like to make their hooks “sexy . G e o r g i a . And you may not know it. but you may have a patentable idea that can help you earn more money.” wAyS tO JAzz uP yOuR HOOk If you’re putting your finger firmly on your listeners’ needs. I’m going to talk about how to use the new system. You don’t need anything clever . this new system can save you time. Well.
“If I’m going in to see the CFO. That’s how much money we stand to save if we can eliminate the paper invoices that we create each year on our loading docks nationwide. I went into one of our stores looking for a white t-shirt. “Last week. Out-of-stocks is a problem that we all recognize. In workshops.MIN u t E R IF l E. I found out that last year we lost $40 million because we were out of stock when customers came in for specific items.” You might want to use a compelling piece of data . “Imagine $10 million dollars a year. your presentation is probably not going to be good . I often don’t have a strong sense of his or her key issues . The only reason anyone listens to anything is to find solutions to problems they care about . I’m going to talk about how we can fix that problem. They had none in my size. clients often say that they sometimes don’t know their audience’s key challenges .You might want to tell a story .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 17 Persuasive Speaker Press A t l a n t a . I’d like to talk about a plan to capture those savings.” wHAt IF yOu dON’t kNOw yOuR AudIENCE’S kEy buSINESS ISSuE? If you don’t know the key driving need from your audience’s perspective. G e o r g i a .” H O w t O CR E At E A S E v E N .
I understand that finding out your audience’s key issues can be difficult . G e o r g i a . describe the key business problem that your audience is most concerned about. you’re doomed and so is your audience . H O w t O CR E At E A S E v E N .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 18 Persuasive Speaker Press A t l a n t a . Or send them an email with a question or two . Otherwise. Key Takeaway To grab your listeners at the beginning of your presentation. Then promise to help them address that problem. So if you really want to do well. Or at least find someone who is well-acquainted with the audience and ask them . then find time to call up members of your audience and ask them what is important to them . But a strong understanding of your audience’s issues is as important to your presentation as the foundation is to a house .MIN u t E R IF l E. You just can’t do a good job without it .
you make three clear points .” H O w t O CR E At E A S E v E N . “Annie. I will work hard . Use the same approach that I used when my daughter Annie had to give a speech to the fifth grade class at Dunwoody Springs Middle School . Second. “Can I make four points?” Sure . Getting this right is perhaps the most challenging part of this approach . She had written out her speech on a sheet of notebook paper and showed it to me . I’ve found that most people can decide on the three most important things to say .” She thought about it for a moment and then said. Third. Annie was running for class secretary . I will be a good listener . But you won’t be using this approach .MIN u t E R IF l E. That’s all . After I apologized.4 HOw tO SIMPlIFy ANy MESSAGE Focus your Presentation On three key Messages M ost presentations are undisciplined messes . “First.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 19 Persuasive Speaker Press A t l a n t a . And remember that it’s a slippery slope . When I proceeded to tear it apart (critically. But it’s the most critical . G e o r g i a . what are three things you really want them to remember about you? Tell me in three short sentences . I said. I will make sure that we keep the bathrooms clean . With the “15 Minutes Including Q&A” approach. They ramble on without making any discernible points . not literally). she got mad at me and stormed out the door .
Save the detail for the body of the presentation . reducing ER visits.” Too much . Longer than that and you lose your audience . and cutting out waste fraud and abuse . Here’s another version of the same bumper sticker that’s too long: “We can save you money by cutting down hospital stays.Perfect! That’s the exact same approach that I’ve used with Presidents and CEOs of companies .MIN u t E R IF l E.” I mean that the point should be no longer than six to eight words . G e o r g i a .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 20 Persuasive Speaker Press A t l a n t a . what are the three things that you absolutely want them to remember? Here’s another way that I ask the same question: What are the three bumper sticker takeaways for this presentation? By a “bumper sticker. Here’s a good bumper sticker: “We can save you money .” Here’s another version of the same bumper sticker that’s too short: “Money . Shorter than that and you lose meaning .” It just doesn’t say enough . H O w t O CR E At E A S E v E N . The power question here is: Assuming that your audience will forget most of what you will say.
• Automation should streamline the process . • It’s good for the electric utility . • We allow for greater coverage of underserved populations . G e o r g i a . From a management consultant’s proposal to revise a business process: • Your automobile leasing process is costly .ExAMPlES OF wHAt yOuR tHREE buMPER StICkERS COuld SOuNd lIkE From a health insurance executive’s presentation on the value of managed care: • We save money .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 21 Persuasive Speaker Press A t l a n t a . H O w t O CR E At E A S E v E N . • How we expect to save you $500. • It’s good for the state . • We improve health care quality . From a lobbyist seeking regulatory approval of a plan proposed by an electric utility: • It’s good for the ratepayers .MIN u t E R IF l E.000 a year .
.From a lawyer’s presentation on how to avoid anti-trust liability: • Topics to avoid when talking to competitors . Weighing the pros and cons: • The pros for this approach are . . G e o r g i a . • Right now we’re doing this .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 22 Persuasive Speaker Press A t l a n t a . . . . • In the future.MIN u t E R IF l E. . . . . H O w t O CR E At E A S E v E N . we will probably do this . • My recommendation is . • Be careful what you put in documents . . . . • The cons for this approach are . SOME StANdARd APPROACHES tHAt wORk FOR A lOt OF PRESENtAtIONS A standard past–present–future approach: • In the past we’ve done this . • How to go about harming your competitor .
.MIN u t E R IF l E. . Ask yourself. Key Takeaway Simplify your message by focusing on three messages. . G e o r g i a .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 23 Persuasive Speaker Press A t l a n t a . .Selling a new idea: • The current situation is . • The challenge we’re facing is . H O w t O CR E At E A S E v E N . “What are the three things I really want my audience to remember?” Then put those things into three “bumper stickers” for the audience to remember. . . • The solution I recommend is .
the next step is to fill out those points . Total! Each point can be no longer than two or three minutes . Then stop .MIN u t E R IF l E.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 24 Persuasive Speaker Press A t l a n t a . imagine a conversation with a key listener . Example 1: Managed Health Care Let’s say that your presentation is about how managed health care is a good thing for the economy . But you still need to keep it simple . What would that person ask you about each point? Answer those questions . Cite some evidence or examples in support of your answer . One of your three bumper sticker points might be: “Managed health care saves money . G e o r g i a . Give some evidence .5 AddRESS tHE AudIENCE’S bASIC QuEStIONS AbOut EACH POINt Filling Out your three key Messages O nce you’ve decided on your three key points (or bumper stickers). Then stop and move on to the next point . Remember that you only have seven minutes . ExPlAIN yOuR POINt by GIvING A SIMPlE ANSwER tO tHE bASIC QuEStIONS To bring to life each point.” What is the first question that a key listener might ask? How about: “How does it save money?” If that’s the key question. then the beginning of that point should be a couple of sentences answering that question . H O w t O CR E At E A S E v E N . To keep each point tight. give a brief explanation .
The rep leaves samples and urges the doctor to let her patients try it out. It saves money by shortening or eliminating hospital stays. We make sure that everyone knows this.” H O w t O CR E At E A S E v E N . So the next time a patient comes in with pain the doctor.“Let’s talk about how managed health care saves money. It saves a lot of money. you should cite evidence in support of your explanation . Managed health care saves money in several ways. And the doctors then are happy to comply. That saves a lot of money. ‘Why don’t you give this new drug a try?’ But we have been clamping down on prescription of non-generic drugs. It saves money by eliminating waste fraud and abuse.” Next.MIN u t E R IF l E.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 25 Persuasive Speaker Press A t l a n t a . last year the average cost per hospital stay per patient was $10. We’ve created some specific protocols where we will only reimburse for non-generics in very narrow circumstances. It saves money by incenting doctors to prescribe generic drugs as opposed to far more expensive non-generics. will say.000 for those not on managed care. A drug rep visits a doctor and tells her all about the latest pain medication. G e o r g i a .000 for managed care as compared to $100.” Story Evidence: “It’s amazing how easily managed health care can save money on prescription drugs. Here’s how the drug system works. In fact. Data Evidence: “Patients on managed health care spent on average 50 percent less time in hospitals than those not on managed health care. without even thinking that much.
succession plans. They move in with you.” The natural questions that arise from that statement are “Why?” and “How will it work?” So you would answer those questions . The HR staffer assigned to IT will learn exactly what kinds of people you will need to achieve your goals. ‘How will it work?’ Simple. The HR staffer assigned to sales will learn exactly what kinds of people you will need to achieve your sales goals. “The reason that we’re assigning each business unit an HR staffer is so that you will have an HR person who can become expert in your business unit’s people needs. And let’s say that you want to give a presentation urging the senior leadership to proactively partner with HR to help achieve core business goals like growing revenue . begin creating personnel analyses. attend your meetings.” H O w t O CR E At E A S E v E N .MIN u t E R IF l E. “So you may ask.Example 2: Partnering with the Human Resources department Let’s say that you’re a senior Human Resources executive who has had trouble getting the senior managers to see HR as anything other than a payroll function .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 26 Persuasive Speaker Press A t l a n t a . job descriptions. process documentation. One of your three core points might be: “Each business unit will have its own internal HR staffer . They will then be able to serve you better. They become expert in the people aspect of your business and helping you refine it. G e o r g i a .
MIN u t E R IF l E. I spent my first two months just shadowing the key executives. Give an example or piece of data in support of your point. G e o r g i a . I was the embedded HR specialist working with the marketing organization.Next. I was able to make sure that if we knew someone was going to be promoted out of a key position. we had another person properly trained to take over that key position. Then stop. “Let me give you an example.” Key Takeaway The key to filling out your presentation is to keep each point simple.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 27 Persuasive Speaker Press A t l a n t a . When I was at the Acme Bottling Company. H O w t O CR E At E A S E v E N . My deep understanding of the department’s people needs played a key role in allowing the organization to achieve its goals. give evidence supporting your point . Ask yourself this: “What are the top two or three questions that the audience would ask about this point?” Answer those questions. I was able to develop processes for backfilling the key positions. I was able to learn about the key personnel needs that they had.
• Managed care allows us to serve more people. then you get the $300.000 . I believe this is a fundamental test of a presentation . If you can’t get your listener to remember three key messages.” H O w t O CR E At E A S E v E N . So here is how you recap . then your message is a failure . G e o r g i a .MIN u t E R IF l E. Once you’ve gone through the body of your presentation. Getting the audience to retain key messages isn’t hard . You just need to repeat the key messages throughout the presentation several times . The challenge is that after the speech. • Managed care saves money for the state.000” challenge . I promise that you will want to repeat those core messages enough times to ensure that the audience retains the message . “What were the presentation’s three key points?” If each person can repeat back to me the three key messages. If that’s the challenge. It could sound like this: “There are three key messages here. remind your listeners of your three key messages . • Managed care improves the state’s medical care.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 28 Persuasive Speaker Press A t l a n t a .6 A lIttlE REduNdANCy buIldS REtENtION Close by Recapping your three key Points L et’s say that I come to you before your next presentation and offer you a “$300. I will approach three of your listeners and ask.
” Key Takeaway This isn’t about eloquence. • Specialists fill gaps in personnel needs. • Specialists conduct gap analyses identifying department needs. G e o r g i a . H O w t O CR E At E A S E v E N .MIN u t E R IF l E. It’s about being effective.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 29 Persuasive Speaker Press A t l a n t a . • Each department needs an HR specialist.000. Collect $300. Repeat the message to drive home your point.Or how about: “There are three key messages here.
G e o r g i a . It typically should sound something like this: “So what is the next step in the process? I recommend that we do a test of this approach with one of our divisions.” H O w t O CR E At E A S E v E N .” But in the context of a presentation. then you need to end by asking for something .” It’s answering all of your audience’s questions so they can decide whether to move forward with your idea .7 wHAt dO yOu wANt FROM yOuR AudIENCE? End by Asking for Something S o many people want to be eloquent . I don’t think I can even define “eloquence .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 30 Persuasive Speaker Press A t l a n t a . So what are the questions that listeners typically have at the end of a presentation? There are typically two: “What do I do now?” and “What is the next step in the process?” Once you’ve recapped your three key points. But I have no idea how to teach eloquence .” Or this: “So what do I want from you? I’d like you to approve my proposed budget of $500. I can define “effectiveness . I’ll report back to you in three months with our progress. I’d like to roll out the program across the organization.000 for this project. If that works.MIN u t E R IF l E.
H O w t O CR E At E A S E v E N .MIN u t E R IF l E. End your presentations by giving your audience a clear sense of what is next.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 31 Persuasive Speaker Press A t l a n t a .Key Takeaway If you want to be a leader. G e o r g i a . Instead. forget about eloquence. give clear direction.
• Remind the audience of the point at the end . They all have stories . If you want to be a good speaker. H O w t O CR E At E A S E v E N . • Tell the story chronologically . Anything else is too hard for your listeners to follow .MIN u t E R IF l E. The art of telling a story is finding the right balance between the number of details and the length of the story . • Keep it tight. Remember that you only have seven minutes total. The formula for a good presentation story is as follows: • Start with the point . Even if you told the point at the beginning. You don’t want people wondering why you’re telling them a story . • The more personal the story the better . The best stories are personal to you . but give some details . You need to remind them . so your story probably won’t be longer than 30 to 60 seconds . people forget .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 32 Persuasive Speaker Press A t l a n t a . G e o r g i a .8 MAkE yOuR PRESENtAtIONS SING keys to telling a Good Story T hink of all the best presentations you’ve ever heard . you need stories .
MIN u t E R IF l E. I’m confident they will return. “I know this because I’ve spent the last three months personally calling on our biggest accounts.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 33 Persuasive Speaker Press A t l a n t a . One of his points is that the division can regain revenues simply by winning back customers who initially left in frustration . G e o r g i a . That presentation was given by a division president detailing his plan for reviving a manufacturing business that lost customers due to poor quality . I sat in the office of John Castro of Cantor Williams Jones.Example of a Good Story Let’s go back to the story included in the presentation in Chapter 2 . telling me why he left us. Notice that he doesn’t say that he called on customers in general . ‘I can’t stand the solution we have right now. And none have been happy with our competition. I went to see him with the intent of letting him vent. If we can convince them that we’ve fixed the quality problems.” Then he tells a story chronologically. “The good news is that none of our customers wanted to leave us. He also includes some details . Our current H O w t O CR E At E A S E v E N . Six weeks ago. He names the specific customer he called on . He said. walking through what happened in the office of a lost client . Those details add authenticity and make the story more persuasive . We had served them well for years. He starts with the point: Customers will return if we fix the quality problems .
Nothing is more persuasive than a welltold story . And I think we have similarly good stories with our other clients. Keep it tight. but your boxes were falling apart. I’m told that we’re probably going to get that business back in six months. H O w t O CR E At E A S E v E N .’ “When I asked him if he would give us another chance. Tell the story chronologically. The best stories are personal. Ever. I then sent John Fredericks out to meet him and they’ve started to build a good relationship. he said he would consider placing a small order as a test. G e o r g i a . They’re late. “The fact is that our clients loved us until we dropped the ball. Remind the audience of the point at the end. But it’s a lesser of two evils thing. They’re willing to come back if we can show them we’ve made changes.S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 34 Persuasive Speaker Press A t l a n t a .MIN u t E R IF l E. Key Takeaway Start with the point.” Then he reminds the audience of the point at the end .supplier doesn’t seem to be able to deliver on time.” That story puts the listener in the office with an angry customer . It gives a feeling for the problem that the business is facing .
Most people have forgotten that the key to a great presentation is to focus on the audience and to tell a simple story that addresses business challenges . These ideas are all common sense and simple .” Do you like it when people speak too long? Me neither . Do you like it when a presentation is focused on a few key messages? Usually . But most of us have forgotten them .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 35 Persuasive Speaker Press A t l a n t a . So make sure that you end your message by giving a clear sense of what is next . H O w t O CR E At E A S E v E N . With that in mind. start by putting your finger on your listeners’ key issues .MIN u t E R IF l E.Conclusion So many presentations today have become exercises in creating complicated slides . Do you like presentations that have stories? Of course . G e o r g i a . That is “Present unto others as you would have others present unto you . keep you presentations short and leave plenty of time for Q&A . So if you want to grab your listeners at the beginning of your presentation. Do you like it when a presentation clearly addresses a problem that you’re concerned about? Of course . So keep your presentations limited to a few key ideas . So make sure that all of your presentations include stories . the key to delivering the seven minute rifle shot presentation is to keep in mind what I like to call the “Golden Rule of Presenting” . Let’s get back to these basics . With that in mind. Do you like it when you’re given clear direction by a presentation? Usually .
He has worked with clients in a wide variety of industries including financial services. He has worked as an adjunct professor of law at Emory University School of law and was an attorney at Troutman Sanders in Atlanta .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 36 Persuasive Speaker Press A t l a n t a . Prior to law school. Joey graduated from Cornell University and Emory University Law School .MIN u t E R IF l E. he is an instructor at the Georgia Tech College of Management . Joey lives in Atlanta with his wife Johanna and children Benjamin. consulting. Elliott. a communication and selling skills coaching firm that helps professionals and executives learn how to create and deliver great presentations . J H O w t O CR E At E A S E v E N . accounting. and law . real estate. high tech. In addition to running Speechworks. financial services. G e o r g i a . Joey’s background is both as an attorney and as a newspaper reporter . he worked as a newspaper reporter for the Gannett newspaper chain in Georgia and New York . architecture. retail. cable. manufacturing. and Annie .About the Author oey Asher is president of Speechworks. insurance.
Speechworks coaches also consult on specific presentations and help teams prepare for important new business presentations .net or call 404-266-0888 . To learn more about Speechworks go to www .speechworks . and one-on-one executive coaching . G e o r g i a .About Speechworks S peechworks has been helping clients create and deliver winning presentations since 1986 . Offerings include small. seminars for larger groups.MIN u t E R IF l E. on-camera workshops. H O w t O CR E At E A S E v E N .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 37 Persuasive Speaker Press A t l a n t a .
• Overcome fear of public speaking . make no clear points. Purchase from Amazon Purchase from Speechworks H O w t O CR E At E A S E v E N . G e o r g i a .MIN u t E R IF l E. business people bore listeners with presentations that ramble on.buy the book: 15 Minutes Including Q&A How to Create a Seven-Minute Rifle-Shot Presentation is excerpted from 15 Minutes Including Q&A: A Plan to Save the World from Lousy Presentations A SIMPlE APPROACH FOR MAkING PRESENtAtIONS tHAt yOuR lIStENERS wIll lOvE E very day. • Answer questions in a way that inspires confidence .S H O t P R E S E N tAt IO N joe y a sher INFO PAGE 38 Persuasive Speaker Press A t l a n t a . Learn how to: • Create “rifle shot” presentations that hit the mark and satisfy listeners . This book lays out a plan for ridding the world of lousy presentations . • Deliver messages in a style that makes you look and sound like a leader . and fail to address the audiences’ key concerns .
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