WSJ; Wall Street Journal
Improving Advisers’ Presentation Skills
Visualizing your talk can help improve your performance
Sept. 8, 2014 1:10 p.m. ET
Bari Goodman
Presentations are no longer an optional part of an adviser’s job, especially when it comes to keeping clients and finding new ones.
Whether it is in front of a small group or a large audience, advisers need to know how to deliver their message in a clear and convincing way.
Below public speaking coaches give tips on how advisers can improve their presentation skills:
James MacKenzie, managing member, MacKenzie Brown, New York
His Tips:
Craft a concise message. “What’s the one sentence headline?” he asks. Most clients want the adviser to know the details of products and portfolios–they don’t want to hear impenetrable jargon. Decide how many details the audience needs to know and boil the presentation down into plain English in precise, declarative sentences.
“Make sure you repeat your headline message at least three times during your talk,” he says.
When facing a large audience, remember it is made up of individuals who want you to succeed. Simply focus on a friendly face and gradually expand your eye contact.
A Mistake to Avoid:
If you are funny, humor can work effectively in a presentation. But Mr. MacKenzie says ask yourself, “Are you funny?” If you don’t know the answer to that question, you may want to keep it strictly matter of fact.
Karol Ward, communication consultant, New York
Her Tips:
Be mindful of what time of the day you are speaking. Advisers need to adjust their energy depending on the hour. A morning audience is usually more alert and energized while an after-lunch presentation may require more audience interaction and energy from the adviser to keep everyone engaged.
If the audience is small, use the space accordingly. Consider sitting down and making the presentation more conversational by asking the audience questions and addressing specific issues or concerns. A larger audience requires bigger gestures, good eye contact throughout the room and more vocal energy from the presenter even if there is a microphone.
“You can still be conversational, but stand tall whether you’re using a podium or not and address all sides of the room,” Ms. Ward says.
A Mistake to Avoid:
Don’t use your slides as your script or in place of your notes. Often presenters turn their backs to the audience and rely on their slides to give their presentation. Always try to face the audience. “Don’t overload slides with heavy text and numerous bullet points,” she says.
Adria Firestone, founder, Adria Firestone International, Wharton, N.J.
Her Tips:
Know your audience. If you can find out more about your audience in advance such as their income levels, how they spend their money, and what concerns or topics interested them the most, then you can tailor your speech more directly to what they want to hear. Be able to answer the unspoken question from clients or prospects alike: “What’s in it for me?” Ms. Firestone says.
Practice. Preparation and rehearsal are essential. “It calms you down,” she says.
A Mistake to Avoid:
Don’t be upstaged by technology. Technology requires more practice, not less, and it can malfunction. “Are you prepared if that happens?” she asks.
Kristi Hedges, principal, The Hedges Company, Washington, D.C.
Her Tips:
“Visualize your A-game,” she says. Athletes use positive visualization and the same idea can work for financial advisers. “Instead of seeing all the things you may do wrong, visualize yourself nailing the presentation,” she says.
Using a “pregame ritual” also helps, she says. Figure out what relaxes you–music, comedy or meditation–and make it a practice before your presentations. Arrive early to get comfortable in the room. Spend those early moments connecting and laughing with those in the room so you start with a positive mind-set and a smile on your face.
A Mistake to Avoid:
“Don’t forget to be real,” she says. When advisers try to be perfect, they may come off as being phony, which can cause them to lose their connection with the audience.
Write to Veronica Dagher at veronica.dagher@wsj.com