How Do You Begin a Presentation to a Skeptical Audience?

Posted on August 3, 2010 by Cordell Parvin

When you are asked to speak to an industry group you have one of the greatest opportunities to market yourself and also one of the greatest challenges. You have the opportunity to show your knowledge and to build rapport. You have the challenge of speaking to a skeptical audience. No matter what the industry, your audience did not likely wake up and say: "Oh boy, I get to listen to a lawyer this morning."

As most, if not all of you, know when I practiced law my "niche" was construction law, and more specifically transportation construction law. The first time I gave a presentation to contractor members of the Florida Transportation Builders' Association  was 1986. The last time I spoke to the group was on February 28, 2007 at the annual Construction Conference. When I searched today, I discovered that my PowerPoint slides are still on-line from that presentation. 

This Friday I will be speaking on social media to the very same group of contractors. Click here to read how my presentation is described. I know in advance that it is unlikely the contractors in the room will come to hear me because they think social media will be valuable for their company. Most will think that social media is for their children, college aged kids and maybe some young employees who work for their companies. Others will think social media could be used by businesses who market themselves, but is of little value to contractors who are awarded contracts based on submitting the low bid.

I will have 90 seconds to convince a group of very skeptical contractors that they should listen to me for the next hour. I have given more thought to what I say in those 90 seconds than I have what I will say in the 58 minutes and 30 seconds that follow. I do not want to share with you how I will use that time. Instead, i would like for you to think how you would use the time. If you come up with a great idea, feel free to post a comment or send me an email. Then, think about how you will use those 90 seconds the next time you have the opportunity to speak to your target market.

Tags: , , ,

Proof That Asking a Favor Works

Posted on February 3, 2010 by Cordell Parvin

Are you looking for an effective way to engage a client or contact? Ask them a favor.

Last fall I posted a blog titled Want to Persuade: Ask a Favor. I referenced an article and Robert Cialdini’s book: Yes!: 50 Scientifically Proven Ways to Be Persuasive.

I frequently suggest to lawyers that clients, potential clients and referral sources actually want to help us. So, asking a favor is a good way to build the relationship with them as long as you are not bugging them to get business.

Last week Dan a lawyer I coach found this approach really does work. Here is a portion of an email he shared with the members of his coaching group. 

I just want to share something good that happened last week, after our coaching group session. 

Sitting in my office Friday morning, I got a call from the President (as in "top employee" rather than "owner") of an XXX management company.  It was a business call. When we finished discussing business, I asked him when I could take him to lunch, and he asked me to get my calendar out.  On a lark  I said "To Hell with the calendar, why don't I just pick you up at 12:30?"  I was a little surprised when he said "Great!" 

At lunch -- at the very end of the lunch, after we had talked about everything else except business -- I told him I was going to ask him for his help.  I then told him that I wanted to learn everything and everyone he knew in/about the XXX industry, and that I'd be grateful if he could introduce me to as many people, groups, publications and events as he could, or at least all that he thought would be helpful. I assured him that I wasn't going to sales-pitch these people; I just wanted to learn about the industry, and see what was important to the people he knew.  He thought that was a great idea, and immediately started to list ideas. As we talked through some of them, I assured him that I was willing to join/write/speak/travel/meet/greet/wine/dine in any way he thought wise.  Here's the kicker: he was (and still is, I think) truly enthusiastic about it.  That's what surprised me. I think he liked being asked to help, and I think he really wants to. 

On the way back to the client's office, he was thinking out loud: "Gee, I'd really like you to speak at one of the groups I'm in; I'm going to have to think of a really good topic for you. Something they'd like to hear."  I stifled a laugh when I realized that HE knew I was supposed to ask about good speaking or writing topics, but I, um, forgot.  OK, maybe I'm not a Jedi yet; I can only remember so many mind tricks.

Anyway, all in all an excellent lunch.  I'm happy about what I've set in motion.  What it will produce is anyone's guess, but I'm grateful to Cordell nudging me in this direction. 

Dan's email is proof that asking a favor works. Your clients and your friends want to help you. Give them the chance.

 

Tags: , ,