Presentations are a dialogue

It is remarkable how often client service deliver a presentation, without pausing once to allow the Client to make comment. They bolt from the moment they hear the starting gun, and don't stop talking right until the end.

By refusing the Client the right to interact, isolates the Client and slows down their cognitive responses. Soon they begin to fidget and become distracted, and cease listening.

A far better way to hold the attention of a Client is to engage in a dialogue. A dialogue is two-way communication, where parties learn simultaneously about the subject matter and each other.

Many find dialogue in a presentation unnatural, as they have scripted their presentation one-way. The presentation has been scripted as a soliloquy, where the spot light remains fixed on them.

It is no wonder client service are caught off guard when the Client interrupts them. They are so focused on their presentation, they can't hear or see what is happening around them.

This disconnection between the speaker and the audience produces no results, and wastes the time of the participants. A better approach is to have a dialogue.

While rehearsing, imagine your presentation is a conversation between friends. Deliberately script the presentation with pauses, and invite others to contribute opinions. Simulate what their contribution might be. Anticipate which areas of the presentation are likely to draw criticism, and plan an adequate response.

Here is an example of a client service person, scripting themselves for a dialogue. In this example the client service person is looking for opportunities to draw chatter from all parties present.

Example dialogue
Agency: Good morning Jon. Thank you for inviting us to present today. We have three concepts we will we showing you. One of them is very similar to what you briefed in. The other two however, are quite different. We have given your brief a lot of thought, and we feel the last two have merit.
Jon: Okay great.
Agency: This is our first concept. No surprises here. It is exactly what you asked for.
Jon: Yep. Perfect.
Agency: Jennifer, you haven't seen this concept before. What do you think?
Jennifer: It's good. You have listened to what we wanted.
Agency: Okay. Then let's move to the next concept. I'm going to let Jasmine talk through this concept as it was her idea…

This presentation is staged. It took place in someone's mind. Notice how the client service person was more than a presenter - they were also a mediator. A dialogue will make the presentation more productive and enjoyable for all the attendees.