Capturing an Audience

You’ve heard the phrase, “It’s all in the presentation.” The same applies to you. Clarity makes you a good presenter during a negotiation. Here are some tips to help you get through your next negotiation, when the spotlight is on . . . you:

• Analyze your audience. Put yourself in your counterparts’ shoes. Try to understand their map of reality, and anticipate what outcome they seek from the negotiation. After you gauge what your audience wants, you can figure out how best to sell your ideas of the negotiation at hand.
• Set your goal and keep it handy. Decide what outcome you would like to achieve as a result of the negotiation. Make sure that everything you say and do contributes to that outcome. Make sure that you stress your key points. Present your ideas and, if you are making a formal presentation at the beginning of a negotiation on a large project, consider giving your audience an outline of your presentation so they can follow along. They can follow your outline and use it to take notes. It also gives you a measure of control on what information they take away.
  
• Do your homework. Research. Research. Research. Don’t start a negotiation knowing little or nothing about your topic. Anticipate questions, and make sure you have the facts to back them up (see Chapter 4). Always prepare so you’re ready for any emergency such as a well-aimed question from one of your counterparts. Preparation will give you reserve power. You want people to sit up and take notice. If you are going to make a formal presentation at the opening of a negotiation, be sure to practice. Practice until you know you are prepared to tackle any question thrown at you. Remember, your time in front of a group is your showcase.
  
• Confidence is the key. Confidence is the key to being crystal clear. Remember, you have to be confident to show confidence. Have faith in yourself and your abilities. Think about how your presentation will help your audience to get what they want. Your goal remains fixed. Your job is to convince your listeners that your goal is something they want for their side also. Careful preparation provides the solid ground you need to support your self-confidence. Coach yourself. Tell yourself you can do it. Listen to your inner voice and tell yourself that you are more qualified than anyone else in room to give your presentation.
  
• Plan your presentation. Make a list of all the points you plan to discuss in your negotiation. Group your topics of discussion into sections and put the sections in the order that best achieves your objectives. When you put your talk together, keep in mind why your audience would want to hear what you have to say. Their interest in your points is not automatic. Remember, they are there to convince you that their goals are just what you want, not vice versa. You have to work to get their attention. Never assume that they will automatically pay close attention to what you have to say.
• Plan your format and delivery. Speak loud and clear. Don’t mumble. Don’t put your hand near your mouth, obscuring the sound of your voice. How you give your talk can be every bit as important as what you say. If needed, use your outline to guide you through your discussion. Don’t make your presentation monotonous. You don’t want to bore your audience. The most exciting idea in the world will fall on deaf ears if it’s presented in a boring manner. Conversely, audiences have been known to rally around some pretty lame ideas when they were fired up by a persuasive speaker.
• Manage expectations. Communication is a two-way street. Before you begin your negotiation, be sure everyone in the room knows what to expect. They will arrive with some preconceived ideas. Your advance communication about your presentation needs to be clear to set the perceptions right so no one is confused or disappointed. Never take your audience for granted. People have very short attention spans. Not more than 15 percent of a person’s brain power is required to understand your language and grasp what you mean. Don’t let the remaining 85 percent of a person’s brain slip into a daydream. To keep your audience with you, make your message visual, build anticipation, create a conversation cycle. Keep your listener’s mind 100 percent occupied.