Olina Qian

Yesterday I attended a great CINA event called: Effective Presentation that drive Sales Success. Recently I was so busy at packing and do my last minute shopping list before I go on vacation. But since yesterday was Shiliang’s first time to be event manager. So I decided to help him walk through the whole process.

I arrived at Fenwick around 6pm. Held a short meeting with Volunteers and trained them on how to do registrations. Then helped on make sure the everything ran ok.

Around 7:10pm, our workshop started. We have two speakers: Michelle Messina and Deb Siegle. They truely impressed me last night.

First Deb started the workshop on a brief introduction about the American business culture. Amberican business culture could be specified in below points:

1. Direct communicators: Chinese tend to not speak out their true feelings since they consider that’s not respectful. However Americans are very direct communicators. They need feedback. Americans like different opinions, so that they will receive less surprise.

2. Discussions are very direct and at times aggressive –Haha, I know. But it’s productive and effective as well, right?

3. Respect for achievement, success, wealth–Remember the 80-20 rules? You do the 80% of the job, then others will do the 20% for you if they see values in you.

4. Very competitive–of course. Seems this point fits everywhere.

5. Follow through is a critical to creditbility: Either you don’t say it or you need to do it. The difference between follow through and follow up is: Follow through is one step ahead and follow up takes several steps.

The interesting part Deb brought out was that she described American’s open communication style like Peach, which means Americans are very friendly to began with. Just like the skin of peach–soft. But don’t take it wrong. You still need to work hard to make your business make sense before you make deals. Since their core part is very hard, like peach.

She also suggested us to use one fruit to describe Chinese Business style. I think it’s like Pineapple or Coconut. Which means if you don’t know your business partners, they will seems very strict to you. But once you build up the relationship with them, they will treat you as friends and open lots of green light for you. (Let me know if you have other opinions. )

She also stated that the communication process is also the process of establishing and enhancing your personal credibility, trust and integrity. Always remember first impression matter: It started from the first hand shake. So we need to always maintain the eye contact.

Then she talked about our learning styles. Since everyone learns differently. 30% of human beings learn by hearing. 65% of human being learn by seeing. Only 5% of people learn by doing(Haha, I raised hand for this category when she did the survey. Am I the only one learn by doing? )

The Michelle talked about communication vehicles. They could be in person, Email, Conference call, webinar, Linkedin Profile, Website. Our goal of presentation/pitch is be more efficient, more productive, reach to the goal.

So before you start the pitch, ask yourself one question: What’s your goal, what you try to accomplish through communication. Below are some good points can help you:

1. Do advance planning and preparation–of course, practice makes perfect. You need to be clear that who is attending your pitch, what’s their job titles and personal styles. What’s the key point you must cover. Don’t wait for the last minute. You need three weeks to prepare. Rehearse, rehearse, put yourself in their shoes.

2. Manage your time–it is very important:

It means you need to know the time constraints. Calculate the number of slides needed. Each takes 2-3 minutes on average. plus introduction, breaks and QA. So 60 mins persentation =10-12 slides max. So put your time to demonstrate the key message you want to deliver. Here is how you should use your time for a 60 minute’s presentation:

Less than 15 minutes for introduction

Less 15 for QA session

Total 30 minutes /3 minutes per slides =10-12 slides

3 sections:

Opening 2 slides

Body 6-8 slides

summary 2 slides

If you have 15 mins, then use less 1 mins for introduction. Total 14/3 minsutes per slide==5 slides

3 section:

Opening 1 slides

body 3 slides

Summary 1 slides

3. Adapt for different audience, learning and communication styles. Remember people remember 10% of what they hear. 20% of what they see. If you give your audience the opportunity to visually see what you talk about and get involved in it, even do it. They remember 80% of your pitch. So demostration is very important, since it’s emotional attachment. So the key is try to get ppl engaged. And always be adaptive, since adapt is the nature of Entrepreneur.

According to different audience interest, you always need to ask yourself before start: How big is the market, what’s the exit plan, when they can get their money back, management team, risks/opportunities, tradeoffs. In general, what type of problem you try to solve.

Also, focus on the key messages you try to deliver, organizing your topic, start witht the last first, start from the most important thing. Reinforcing key message. You should have 3 key message or Less.

In general, we should stay focuses on th goal, use active listening techniques to validate their understanding.

I like it when Michelle mentioned that: This country is build on disagreement. It’s a place of invovation and ideas. So it’s an Entreprenur land. Since 8 of top 10 brand are from US. (Surprise? Maybe we shoudn’t be! )

Talk about staying focus. Michelle mentioned that an average us ppl get 3000 to 5000 ads per day. So you need to get to the point, get to the goal. Filter out what’s not imporatant. Since your audience has too much to worry already. They have their own life, business, work, Children, they haev too many responsibilities. So how to draw their attention is the key.

So the tip of success is:

1. Repeat key message.

2. Story telllling: Ppl like stories. If you use visuals, use the intersting stuff

3. Narratives and anecdotes

4. Use Visuals vs. all text

5. Try to use more cases studies.

6. Reinforce and retain the key message.

They also covered the definitation of Elevator pitch.(Michelle prefer to call it Elevator speech though )

Elevator speech is a brief statement of what your company and product do, for who the customer and the results or value you deliver the ROI. It means to engage the listener in further conversation. So it’s not the time to discuss specific product feature, not time to use buzzwords, jargon, or acronymes, not time to be a lengthy talker. And one interesting way to evaluate your elevator pitch is: Does your grandma understand what you do? (This is a great point!)

She also suggested try to avoid overused buzzwords. Just go straight forward like: what your comapny do, what your product do.

Consider there are lots of non-native speakers in CINA. Michelle also gave us some tips for non-native english speaker(see, that’s the reason I like her so much!):

1. Pay attention to speech patterns, accents, enunciation

2. Pay attention to difficult american sounds

3. Pay attention to pronunciation and word stress

Since everyone will be distract about a typo, so try to reduce it.

Als, try to become a good listener when you do presentation. Below are some active listening back guidelines:

1. Give your full attention.

2. Focus on person, not yourself.

3. Be able to parpaphrase back what they said.

4. Maintain eye contact

5. Avoid distractions.

6. Be aware and engaged. The most important thing is: Don’t try to win the conversation. Focus on uncover what’s their pains are, where the needs are, try to solve the problem.

7. Respect the other party

It’s interesting that Michelle also gave out some tips on how to handle people. For example, when ppl say: send me a proposal: it’s just a way they want to get rid of you. Her answer to it will be: you know that we are not at that stage. I didn’get enough opportunity to discover your needs yet. Or you can proposed that: can we meet 10am Wednesday to seat side by side to talk more about it. Or send me your RFP, let me help you do it.

So in summary:

1. Planing: know your audicnce, forcus your gaol, manage your time

2. Deliver message:

Vary communication style
visual+ tx
story telling

strategic vs tactival

big pic vs detail

3. Next steps: Summarize mutual understandings, powerful call to action, follow through, set dates, actions items and responsibility.

She also compared several communication vehicles:

1. Email: –clear and brief. You can use it as purpose, required actions but be sure to use good english(use words to check).

2. In person: Delivery style are voice, movement, confidence, pace, breathiing. According to slide content, you need to refer to it as your audience profile. Linkedin can be a great tool. Also think about your connection strategy? Broad or deep push or pulll objectives

3. Website: Clear message on the homepage about you do. Easily accessible facts on company managemetn, history, accomplishment, track record, credibility, WIIFM, Easy to contact

Here is the personal to do list:

1. Fine tune your personal presentation style.

a. ackowledge of fear

b. overcome stage fright

c. Study the experts

d. Rehearse, reshearse

e. Seek outside assistance

f. get feedback from your audience

g. Continuous improvement

The final suggestion Michelle gave out is: If you like your do, it will come through! So do things you like!

I really enjoyed this presentation. And I belive that’s the best workshop I’ve attended this year regarding presentation. These two ladies really put lots of efforts to get everything together for us. It’s very useful for me. So I listed everything they provided here and hope it is useful to you too!