Chapter 1: What intriguing research findings does Dianna Booher share about credibility?
One of the things that was really intriguing to me when I did the research for this, and a lot of this, based on a lot of research, going back to primary research, would be counterintuitive to what you would say, looking at how people react. to you.
One of the natural things you would think if you don't have confidence as a leader, that you would stack the cards in your Facebook when you're talking to a client. For example, if you have reasons to do something or you have credentials when you're talking to a client, you would present all of those. You know, here's one reason to do this.
Here's another reason for buying this product or going with our firm. And here's the third reason, fourth reason, etc., But the research showed that people average rather than add. Here's what I mean by that. Let's say you're advertising, oh, I don't know, a new course at Cal.
Chapter 2: How do people typically evaluate benefits during presentations?
And you've said, here's one thing it'll do for you. And they say, oh, that's great. I need that. That's 10. Let's say you're ranking benefits and how valuable they are to you. Well, that's a 10. Oh, this is valuable. That's a 10. Oh, that's really valuable. That's a 9.
Chapter 3: What does it mean that people average rather than add when assessing value?
Let's give that a 9. That's important to organization. And then you say, and here's another benefit. And the client's saying, well, that's not so important. Let's give that a five. I don't really care about that. So when they get through listening to your presentation, they say, okay, that was a five, a nine, two tens. Okay, let's give that firm, that supplier a five.
The average back, you would have done a lot better had you just mentioned the two benefits to them, the top two. If you take our training program or have me come in here as a speaker or deal with us as a supplier, we can do this for you.
Chapter 4: How can presenters effectively communicate key benefits to clients?
And they go, no, that's a 10. That's very valuable. And we can do this for you. That's very valuable. That's a 10. So when I look back and write you, that's like, boom, that's a 10 supplier. In other words, they average those two things. You mentioned two key benefits, so you're a 10 company. You see what I'm saying about knowing the techniques up front?
Then you don't make those mistakes starting out.
Chapter 5: What common mistakes do people make in presenting information?
That's counterintuitive than what most people would do. Most people would say, let me throw the whole chunk of information at you. Let me throw everything I can possibly tell you at you.