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Talk Your Way to the Top

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Published: 21Jan2009
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A survey of top executives who earned more than $250,000 found that these executives believed their communication skills were the number one reason they made it to the top. They said their ability to communicate effectively meant articulating company goals, personifying company values and impressing senior management which helped them take their careers to the next level.

"I work with a lot of terrific people who are exceptional at what they do. But in order for them to take their careers to the next level, senior management needs to see them as leaders who can command attention and respect. " That's what a top pharmaceutical executive recently told me before I coached key members of his team. When delivering presentations, he said it's essential for them to be able to "hit it out of the ballpark" if they hope to take their careers to the next level. The executive says a person's ability to present key information clearly and concisely is critical to their credibility, and the respect they earn both internally and externally.

Yet, even top tier managers will privately admit they are not sure how to deliver more effective data packed presentations that contain fewer slides and more personality. They acknowledge that their PowerPoint driven presentations are too long, lack organization, substance, style and sometimes fail to provide perspective, context or direction. Sheepishly and slightly embarrassed, they divulge that this is the way it's always been done and they're afraid to leave out important information or personalize their presentations for fear of not being taken seriously.

While most communications coaches, including this one, will teach you to craft strong opens and closes, organize material, develop powerful messages, improve delivery and body language, you will be hard pressed to connect with higher ups if you do not learn how to impact them emotionally. Based on hundreds of coaching sessions and conversations with scores of executives, we have compiled key tactics and presentation strategies in an effort to help you advance your career.

GET OUT OF YOUR OWN WAY You know your business which is why you are delivering information. So, stop trying to jam ten pounds of information into a two pound bag just to prove that you know your stuff. Figure out how to appeal to their emotions. If you're talking technology, how will the technology save them time and money? Step out of your shoes and into theirs to talk from their perspective and address their concerns.

LEAVE A LASTING IMPRESSION People remember impressions, not facts. They remember how you made them feel. When we see stories about the December's tsunamis, we don't remember all of the facts. But, we'll never forget the stories, the images and how we felt when we saw almost indescribable pictures of death and devastation. People will not warm to your words if you don't appeal to their hearts. You must support facts and information with examples, anecdotes and visual images that leave a lasting impression.

STUMP THE CHUMP It is almost inevitable that management will interrupt your presentation to ask a question. As distressing as this can be, they are not trying to stump you. Think of the question as an opportunity to address their concerns and use it as a stepping stone to reinforce key points or deliver additional information. It's helpful to anticipate questions and prepare answers in advance. REMEMBER THE THREE C'S Obtaining the financing you need to grow your business might require delivering a financial presentation to investors before you can ask them for money. Delivering information and presenting the numbers is not enough. You must be Clear, Concise and Credible. You must quickly articulate what your business will provide, how the company will make money, what you are doing to address problems and anticipated hurdles and how your product or service will benefit your customers.

NO ONE CAME TO SEE A SLIDE SHOW Today's business presenters often equate preparation to preparing a slide presentation. Visuals should reinforce what you say, not serve as your script. The fewer slides you use, the more impact you'll have because you will be free to look at people and engage them. Audiences are looking to you to make sense of information. Prepare your presentation first. Then develop visuals that support your key messages. By the time you speak, you should be able to deliver your words without the slides.

PET PEEVES Senior executives are a bit like television reporters. They want you to get to the point...quickly. When they ask a question, they want the facts, not long winded answers. If they interrupt you in the middle of a slide to ask a question, they want you to answer the question and then move on instead of answering the question and repeating all of the information on the slide. Often, presenters over answer management questions to buy time, fill the silence or because they think a brief response is too simplistic. Less is more still holds true. Long answers frequently dilute messages, lack examples and open the door for unwanted questions.

DON'T WORRY, BE HAPPY! It's okay to be nervous. It's not okay to scowl, shuffle your feet, talk to your slides, keep you eyes fixed on only one person, race through your presentation or frequently look at the clock. If you are uncomfortable, you will make your audience uncomfortable and they will be less likely to listen to what you have to say. A smile really is worth a thousand words.

VOICE VISION WITH VOLUME When you speak, you're on! Even if it's a small meeting, you want to project so your voice is strong and authoritative. We've worked with many people who are soft spoken and others who start out strong, but trail off at the end of a sentence. We advise visualizing a person in the back of the room straining to hear you. Speak to that person in an effort to better project. And, whenever possible, stand up to maximize the richness of your voice.

If you stop and think about it, you can probably recall a couple of memorable business presentations. What is it you remember? What did they have in common? Chances are these presenters were personable and energetic. They were able to quickly cut to the chase and clearly address audience concerns. And, while they likely rehearsed their well thought out, organized, pre-planned and prepared remarks over and over again, they probably made you feel as if they were simply speaking off the cuff for your benefit.

Karen Friedman is an international communications coach and award winning television reporter who helps executives, spokespeople and celebrities shine in every interview, appearance and presentation. President, Karen Friedman Enterprises and co-author of Speaking of Success, she is frequently quoted by publications including the Wall Street Journal and New York Times. Details: http://www.karenfriedman.com

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