The Persuasive Presentation: Selling yourself and your ideas

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The Persuasive Presentation Selling yourself
and your ideas

• Professor Schenkler
• Stern School of Business

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The ABCs of persuasive presentations
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The ABCs of persuasive presentations
A.
Appeals that help overcome objections
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The ABCs of persuasive presentations
A.
B.
Appeals that help overcome objections
Benefit statements that explain
WIIFT
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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
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A. Appeals that help overcome objections

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What objections need to be overcome?
?
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What objections need to be overcome?
?
Cost Time Change Effort Value Risk Substitutes Oth
ers views
Common ones include
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Bottom-line reasoning works with many business
audiences

• Carefully
• review data
• charts
• Only use
• credible
• sources
• Show other relevant
• interpretations of the numbers

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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
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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

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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?
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Limited opportunity gives value to that which is
scarce

• Understand the power
• of deadlines
• Use the cache
• of the uncommon

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

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

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Example moving corporate headquarters
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2
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General Benefit Targeted Statement
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C. Credibility appeals that focus on the
speaker

• Liking theory

• Goodwill credibility

• Competence credibility
• authority
• expertise
• delivery skill

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The Persuasive Presentation Selling yourself
and your ideas

• Professor Irv Schenkler
• Stern School of Business