Got an upcoming presentation? Do you want to engage, entice and persuade an audience or potential client to buy your product, service or idea? If so, trust is a must. According to Zig Ziglar: "If people like you they will listen to you, but if they trust you they'll do business with you."
So far so good, but with a new prospective client, how do you quickly garner trust whilst busy presenting your message?
Using the simple three step process: Know - Like - Trust.
From this point on, trust and persuasion are intertwined and you have the opportunity to keep on persuading the audience of your message.
Aristotle defined three modes of persuasion: ethos, logos and pathos. How do you use these in your (sales) presentation?
Ethos – your personality, character and values build trust and credibility. The energy and confidence you bring to the presentation underwrites your confidence in what you are selling.
Pathos – your sincerity, empathy and energy. While facts may impress and sway an audience, buying is an emotional action. Your sincerity, conviction and passion will most likely create an emotional shift in your audience. Understand the feelings in the room and you can tap into that emotion with your sales solution.
In summary, present as you would be presented to. Connect with ethos, logos and pathos, build trust and create presentation/sales success.
About the author
Glen Savage is a public speaking trainer and voice coach at Purple Speaking Academy. If you’d like to speak with more confidence, clarity and impact, contact Glen to learn how he can help you. firstname.lastname@example.org.