Engaging decision-makers as you speak, sharing your information so they are informed and can take action, requires more than just the ability to convey your ideas effectively. If your goal is to engage, inform, influence, and get the results you seek, you will want to put into play three key techniques: structure, suitability, and “stick”.
Structure is about how to organize your information in a compelling way. Is it enough to have a good outline? Is it compelling to tell a good story? Is it attention-grabbing to relay a chronology or a process? Is it appealing to compare and contrast and share examples? Each of these structures has its advantages, and knowing when to use each is vital to your effectiveness.
Learn what will work best by doing your homework and sleuthing – find out your decision-makers’ preferred presentation format, what is the desired length of presentation or conversation, what is the listening-learning style (are they visual listeners? aural listeners? experiential learners?). Armed with individualized communication-style information, you can better structure and target your remarks.
Suitability. Decision-makers respond best to suggestions and ideas from people they respect and share the same values. Your job is to create the atmosphere that enhances this camaraderie. Intentionally set the stage so you are perceived in the way you think will have the right impact. Will your decision-maker respond best if you appear take-charge, no-nonsense? Approachable and welcoming? Solid, traditional? Cutting-edge and tomorrow’s leader? Trendy, modern, “with-it”?
How can you focus on being “suitable” so you get the response you seek? Make decisions about your visuals –style, color, design, types. Make decisions about your clothes – style, color, design, types. Select marketing and promotional language that stimulates interest. Use the vocabulary of the decision-maker’s organization, i.e., do they refer to problems, crises, issues, challenges, or opportunities?
Today, in business, the popular phrase is to “make the message stick”. How does this work in your presentation to decision-makers? Balance technical talk with conversation that paints a picture in their mind. Use few, carefully selected but very memorable visuals, including props. Speak in shorter sentences laced with succinct, dynamic phrases.
Decision-makers need your information in order to move in the best direction for their organization, department, or community. You can more emphatically help them see the value in your proposal or suggestions by being targeted and influential.
