Episode #61: Have A Point Of View

Often we will hear a presentation and receive a lot of information from the presenter, but we are not really clear on what is their point of view on this subject. We don’t think we need to state our point of view when it is a product, because there will invariably be quite a lot of features which can be talked about. The problem with that is features by themselves are not persuasive enough. None of us buy features, because we are all too busy buying the benefits of the features. It also might be a service. The client wants to know what difference our service will make for their business growth. It is an intangible too, so the purchase decision really rides on the client buying an image of what success will look like. This is where having a point of view kicks in.

We have to tell the buyer how great our solution is. We shouldn’t be thinking all I have to do is present the detail and the client will buy what I am selling. If only it was that easy. Instead we need to be telling them that this is the greatest thing on the planet.

Technically oriented people are particularly prone to understatement. They believe that the data sells itself. This is because often they are very logical types. They didn’t get the email which explained that we all buy on emotion and justify with logic. They need to state their point of view on how great they think this piece of technology or intellectual property or whatever is. If we want the audience to get our message, we have to stand firmly behind what we are suggesting. Don’t make the audience do all the work – tell them this is the greatest whatever.

If we believe there is some imminent change approaching the current state of the market, we should mention that and predict what we think the likely ramifications will be. We may be proven completely incorrect but that doesn’t matter. At that point in time the audience will leave the presentation knowing that you stand for something and there is an internal logic holding that construct together. It may eventually go in a different direction, but there are always so many mitigating factors, it is hard to be held to your incorrect prediction. The key is you give the audience the sense that you stand for something and are not just wishy washy and uncommitted. Better to be proven wrong, than immediately dismissed as someone who can’t commit to anything and just supplies raw data.

We want belief to be demonstrated by our speaker and when they have a point of view backed up with a solid structure supporting their proposition, we see that as professional We may or may not like or agree with what is being said, but we respect the intellect and the delivery. We should never rely on the slide deck or the slick video to do the selling for us. We need to use our voice and body language to show our enthusiasm for our point of view. This is critical because we are more likely to follow your line of reasoning, if you show your 100% commitment to it.

The structure is simple. We explain our point of view, we then spend the next twenty minutes or so, supplying data, examples, facts, testimonials, stories which are the evidence for this point of view. It is all beautifully connected together. We finish by restating our central proposition and call for the audience to agree with this and support that point of view. We now go into Q&A and marshal even more evidence to support what we are saying, this time in the face of people who put up alternative ideas or totally opposite opinions. In the final close we again state our view and call for everyone to support it, this is the last thing ringing in the ears of the audience as they depart the venue.

If we want to be remembered then we need to have a point of view. If we want people to support our product or service we need to sell them our point of view on why they should buy it. We need to back all of this up with passion, enthusiasm and belief. If we do this then we will be successful as a person of influence.

Engaged employees are self-motivated. The self-motivated are inspired. Inspired staff grow your business but are you inspiring them? We teach leaders and organisations how to inspire their people. Want to know how we do that? Contact me at greg.story@dalecarnegie.com

If you enjoy these articles, then head over to www.japan.dalecarnegie.com and check out our "Free Stuff" offerings - whitepapers, guidebooks, training videos, podcasts, blogs. Take a look at our Japanese and English seminars, workshops, course information and schedules.

About The Author

Dr. Greg Story: President, Dale Carnegie Training Japan

In the course of his career Dr. Greg Story has moved from the academic world, to consulting, investments, trade representation, international diplomacy, retail banking and people development. Growing up in Brisbane, Australia he never imagined he would have a Ph.D. in Japanese decision-making and become a 30 year veteran of Japan.

A committed lifelong learner, through his published articles in the American, British and European Chamber journals, his videos and podcasts “THE Leadership Japan Series”, "THE Sales Japan series", THE Presentations Japan Series", he is a thought leader in the four critical areas for business people: leadership, communication, sales and presentations. Dr. Story is a popular keynote speaker, executive coach and trainer.

Since 1971, he has been a disciple of traditional Shitoryu Karate and is currently a 6th Dan. Bunbu Ryodo (文武両道-both pen & sword) is his mantra and he applies martial art philosophies and strategies to business.