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Ever wonder why you sometimes have trouble getting your ideas across
to certain people? Don't you secretly think that they may not be very
bright? The more likely answer has nothing to do with their intelligence,
but everything to do with the likelihood that you are failing to communicate
to these listeners in their "style."
All of us have four ways of perceiving the world and receiving information.
However, we tend to prefer one or two of the four ways. So, if you
are presenting to me in your preferred style but it is my least preferred
style, then there's a good chance your presentation will fail.
Here is a snapshot of each style. As you read through them, think
of people you know who have these style strengths. Think of how they
behave, what they like, what their tempo is and how different they
are from each other. This will help you lock each style in your mind.
Styles are value neutral. They are like the color of your eyes, neither
good or bad. They just are.
Style #1: The Dreamer
These people like to see how what you are presenting fits in with
the big picture, with the long term. They like synergies, challenges
and they like to be a part of transforming, revolutionizing the status
quo. Think CEO's, marketing people, creative entertainers like Madonna,
visionaries like Ted Turner.
When you present to them, use their language: Long
term..innovative... synergy.. integrated...context...provocative..
Present your boldest, most
creative ideas in the most creative way possible. Paint a picture
for them that is big, exciting and new.
Boring them to death with too many numbers, details and long explanations.
Style #2: The Friend
These people value feelings and relationships. They need to feel that
what you are presenting is helpful, easy to implement and safe. They
decide by concensus, so you would be smart to present your ideas to
them and the other decision makers in a group setting. Think of Oprah's
When you present, use language that appeals to them: Feel...positive...loyalty...
relationship...no problem...trust...together as a team, group, family...
consensus.. proven easy, fail-safe, low risk, helpful to others, upbeat,
fun, positive. Tell success
Pressuring them for a decision right then.
Style #3: The Computer
These people value information, logic, order. They need to feel that
whatever you are presenting makes sense, has all loose ends tied together,
is rational, objective and organized. Think Sargent Joe Friday from
the old television show, Dragnet. "Just the facts, ma'm."
When you present, the language that appeals to them includes Control..systematic..
monitor...check...solid, research based...evidence shows...proven..track-record..air-tight...factored
in...components... Always bring
more information than you think you'll need. Have charts and graphs
and sources clearly marked on visuals. Pace yourself to their tempo,
which is frequently slower than yours.
Coming in unprepared.
Style #4: The Bullet
These people care about results. They care about getting things done
in the shortest amount of time..solving problems..reaching goals...winning.
This is your Type A personality. Think Donald Trump.
When you present, the language they like to hear is Bottom-line..Net-net..
The key point is...Can be done quickly.. Done deal... They
like executive summaries and short presentations with brief bullet
points. Keep your diagrams and charts simple.
Wasting their time.
Suppose you are selling a Conference Center to a corporate meeting
planner for an annual three day sales meeting of 500 people. One fact
in the presentation is that the Center has movable walls to create
any size meeting room. You might say:
To The Big Picture person
Imagine the possibilities here.
We can divide the rooms any
way you like from small groups
of ten to one enormous room of five hundred.
To The Friend
It is so easy
to accommodate your group.
With a simple
flip of the switch, we can
move the walls any way you want quickly and easily. You can have
small rooms of ten for lots
of personal interaction or
a large room for all five hundred where
everyone can mix and meet
each other and strengthen
relationships in a comfortable
To The Computer
We'll sit down with you and design
room lay-outs you'll require over the three days. We can set up
rooms of ten to maximize
the time people spend with each other in a session. You can also
have one room for all five hundred people, set
up specifically to your dining and meeting plans.
To The Bullet
Tell us how many people, in how many
groups and at what times of the day and we get
it done. Bottom-line,
you get a turn-key operation
at this Center.
Since people are a mix of styles, just combine your comments to fit
what you determine is your buyer's combination of preferred styles.
With a little observation and practice, you'll be "styled for presenation
success" every time!
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