Copyright (c) 1990
All rights reserved
This is an excerpt from a pharmaceutical sales rep training seminar written by John K. Mackenzie and produced by Kurt Ortell
A. Introduction
Like it or not (and most of us don't) speaking to a group, with some style and authority, is something many of us have to do once in a while. It goes with the job.
It's also fair to suggest that most of us find the idea of getting up to talk in front of other people about as appealing as an appointment for a root canal. But, public speaking is an important skill that can give you a real edge on increasing sales and building relationships.
Well, neither our training seminar or this workbook is any substitute for experience. But you'll find this section a useful reference when you need to review the basics of presentation preparation and delivery.
B. Fears and Phobias
You're scheduled to give a speech. But you're uncertain of your ability and anxious about audience reaction. Actors call it "stage fright," and many of the best actors in the world have it all their lives. But it never becomes apparent to an audience or impairs their performance. And the reason is more than just talent: They rehearse!
Well, our work isn't going to involve any Broadway theaters or opening night reviews. But that doesn't mean you're immune to stage fright or exempt from rehearsals! Here are some of the more common public speaking concerns and ways to deal with them:
"I don't know enough!"
Nobody expects you to know it all. What people expect is credibility, and a sense that you've taken the time to understand their information needs.
"I get too nervous!"
Your system is full of adrenaline and your muscles have a hair-trigger. It's the famous "fight or flight" syndrome. If you can, try some light exercise just before you speak. Deep, slow breathing can help, also.
"I have a bad voice!"
Nasal? High-pitched? Raspy? Chances are your voice isn't as bad as you think it is. Ever hear actor George C. Scott? Check out a local college or acting school that offers courses in voice and speech. A voice box is basically just a muscle that responds to exercise and training.
"I did badly on previous occasions!"
That means you've got some experience! So you can review where things went wrong and work to correct them. The best way in the world to improve!
C. Anticipating Fatal Mistakes!
Avoid these five mistakes when preparing your presentation:
1. Rushing into writing!
Don't start writing or making notes until you've answered one basic question, "What's the purpose of my presentation?"
2. Telling them once is enough!
When it comes to the key points you want to get across, telling them once is seldom enough. Three times is more like it.
3. Word-for-word writing and reading!
Writing and reading a word-for-word speech is tough. Chances are you'll sound stiff and artificial if you try it. Instead, work from a bulleted outline or index cards. A few pauses and hesitations here and there will sound perfectly natural.
4. Trying to cover too much!
In your eagerness to show the audience you know your stuff, don't go overboard and jam too much into your talk. Isolate three or four main points and build on them.
5. Neglecting timing!
You don't want to discover, while you're talking, that you're running too short or too long. This is where rehearsal comes in!
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D. Getting Started
Here are three questions to keep in mind as you prepare your presentation?
1. Do I know my audience?
To find out, answer these three questions: 1) what does my audience already know? 2) what do they want to know? 3) what do they need to know that I can tell them?
2. Have I determined my objectives?
If you can't write down several clear objectives, you're not ready to start working on your speech. Your objectives should be derived from the audience analysis questions listed above.
3. What questions will my audience ask?
Try to anticipate the questions your audience might ask; either implied or actual, as in a post-presentation Q&A session.
E. A Recipe for Writing
Here are the steps to consider as you work up the bulleted outline, or index cards, you'll use during your presentation:
Content:
Prioritize the points you wish to cover. Eliminate trivial stuff.
Organize your research:
Choose a method for organizing your notes and reference materials. Index cards, with supporting file folders, is one approach.
Enrich and expand:
Identify anecdotes, statistics, citations and examples that support and amplify your main points.
Create your outline:
Spread your index cards out on the floor so you can scan several dozen at once. Shuffle them around until you're comfortable with the order. Try them out for continuity. Polish your transitions. Finalize your sequence.
Rehearsal and timing:
Run through your presentation with a colleague or family member. Have your friend do the timing as you concentrate on delivery. Making a cassette (audio or video) recording can help with evaluation, e.g. better bridges, tighter transitions, voice inflection, word emphasis, etc.
F. Planning Visual Aids
The right visual aids can make a big difference in clarifying points difficult to make with words alone. The wrong visual aids can make a big difference, also; as they confuse your audience and derail your presentation. We can't tell you, in this workbook, exactly where, when or how to use visuals. But we can give you some basics you may find useful:
1. Eighty-seven percent of what we learn comes in through our eyes.
2. We remember 20% of what we hear; 30% of what we see; but 65% of what we see and hear, simultaneously (a synergistic bonus of 15%!)
3. Always title your slides and overheads. Keep title locations and type styles consistent.
4. Use color coding for emphasis and separation. Tell your audience what the colors mean.
5. If you have lots of information to illustrate increase your visuals, not the amount you try and put on any one of them. For text, seven to 10 lines per frame is plenty.
6. Don't rush your graphics. You know what they are, but your audience doesn't. Describe what you're showing. Reading captions, out loud, isn't a bad idea.
7. Have a way to dim room lights if they "wash out" screen images.
8. If using videotape, make sure your monitor shows more than glare from the windows or ceiling lights.
9. If using slides, make sure they're in the right sequence and none are upside down or backwards.
10. Always check projectors for proper operation. Most projector lamps wait until you're halfway through your presentation before they burn out.
11. Make sure nothing blocks your audience's view of the screen, e.g. your head.
12. Whenever possible, arrange for a presentation site survey – preferably in person, but at least over the phone – to make sure everything you'll need is available.
G. The Location Survey
You step to the lectern but find it's too dark to see your outline. You reach up to snap on the lectern light. Nothing! It's not even plugged in, and there's no extension cord in sight. The rest of your presentation is blind man's bluff!
An advance location survey can't completely eliminate Murphy and his legendary law. But you can certainly get the odds working in your favor. Here are some basics to keep in mind:
Sound system:
If your audience is large enough (more than 40) to justify a microphone make sure the resident electrician or building engineer knows when you're scheduled to speak. Sound system controls are usually in a locked closet somewhere. (It's an unwritten rule that whomever has the sound-closet key must also have the day off when you're scheduled to appear.)
Audio-visual equipment:
If you're projecting graphics, or showing videotape, reserve the required equipment and then make sure it's in place and working the day you're going to use it. And, get a number to call for last minute problems.
Room lighting controls:
Many projection screens can be washed out by the glare from overhead room lights. Locate room lighting controls. If possible, have someone available to work the dimmer knob or switches.
Telephone disconnect:
Disconnect the room telephone. (Pull out the wall jack.) If you're introduced by someone have them request all cell phones and beepers be turned off.
H. It's Show Time
Yes, folks, it's show time! And there you are, looking out over a sea of eager faces; anxiously waiting for the few moments of inspiration that your hours of perspiration have produced.
In short, you're in the meat grinder and it's time to play "Looking Like A Leader At The Lectern." No more planning, preparation or rehearsing in front of friendly colleagues and uncritical associates.
Entire libraries have been written on what to do, and how to do, it once you start talking. You can read the books later. But, for now, turn to the next page for some things you can do to improve your presentation delivery.
Plan your introduction:
Never come on cold: "Good morning, can everyone hear me?" is not exactly a leadership launch. Give whomever will introduce you a succinct bio abstract that sets you up as an authority on whatever you're talking about. If you've got an unusual name, make sure your host can pronounce it!
Anxiety disguisers:
Hands trembling? Grab the top edge of the lectern. Voice a little shaky? Don't start talking right away. Look around the room. Smile. Rearrange your notes. Have a sip of water. Adjust the microphone. Stand up straight. Take a few deep breaths. There's no rush! Afraid of losing your place on the outline? Use numbered index cards with only one or two points on each.
Audience eye contact:
Keep as much audience eye contact going as you can manage. Find one or two people in the audience who seem genuinely interested and talk to them. Give the back wall an eyeball sweep once in a while. The audience will think you're looking at them.
Feedback factoring:
Learn to look for (and use) audience reactions, e.g. smiles, frowns, laughter, puzzled looks, etc. Use this feedback to expand, contract, amplify and make other mid-course corrections to improve your presentation. (Another reason for good audience eye contact.)
Body language:
Use slow, deliberate movements and motions. Nothing jerky or forced. Most of it will come naturally. But you may wish to list some moves in your notes as reminders.
The walk-around:
There's no rule that says you have to stay in one place while you talk. Sometimes a little walking around proves relaxing, while adding interest and impact to what you're saying. (With allowance for portable or wireless microphones, of course.)
Voice variations:
You can't change your basic sound. But you can control how quickly you talk, how loudly or softly you speak, and when and where you pause or punch-up selected words and phrases. And all these touches should be indicated in your outline. (Ex: Write TAKE IT EASY! at the top of your outline)
I. The Question & Answer Session
When you start your talk tell the audience you'll take questions later; and then, again, immediately after you've finished.
Remain standing. This continues your "in charge" image while making it easier to see those in the audience asking questions. (It will also remind your host that you're ready to answer audience queries.)
Prime the Q&A pump. If there are no questions immediately, pose and answer several you feel the audience might ask.
Repeat and rephrase audience questions. "The question is... etc." This is nearly always advisable if you're speaking to a large group and/or you're being videotaped.
Learn how to "bridge," i.e. answer questions in a way that lets you easily introduce related information, e.g. "... and while we're on this subject, let me bring up something else that bears on this question..."
Enhance your credibility. Admit it when you don't know something. Never fake an answer. Acknowledge the question's validity, promise to get an answer and keep your promise as soon as you can.
J. Conclusion
Greek history, which documents the abilities of many legendary orators, tells us this about two of them: When Pericles spoke the audience would say, "How well he talks." But, when Demosthenes spoke, the people said, "Let us march!"
If there's one thought we'd like to leave you with about making any type of a group presentation, it's simply this: Even if what you have to say is quite obvious to you, it may be very important to others.
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More information on presentation content and techniques can be found on the author's website at:
http://www.thewritingworks.com