Don’t wait for Q&A – crush objections during your presentation

One of the best methods for handling objections is not to wait for the Q&A that follows your presentation.

Research shows (Allen 1998) that an audience will find a two sided argument, one that presents both sides of an issue, very persuasive because they will find it very credible. In addition, you prevent the possibility of someone in the audience bringing up the objection instead of you – which will do harm to your credibility.

Of course if we are bringing up the objection in the presentation we should also refute that objection in the presentation. In this way we accomplish two critical objectives, we build credibility by bringing up the other side of the argument and at the same time we eliminate the objection by proving to the audience that the objection is without merit.

In fact, the heart of the presentation can be built upon the idea of bringing up and then refuting objections that we know we’re going to have to deal with. Here’s how it works:

The body of our presentation should be built upon three persuasive and compelling points. These three points can be three objections that we know our audience is concerned about and that must be addressed. So after our presentation opening we introduce objection number one and then provide the evidence that shows that the objection is false.

For example: let’s say one of the key decisions makers believes your company to be high priced. Point one of your presentation can be “Let’s talk about price comparisons and how we fare against our competitors.” You then provide evidence such as statistics, examples or case studies as well as quotes or testimonials from existing clients that show that your solution – while higher priced than the competitor in fact delivers far more overall value.

Points two and three in the body of the presentation can then follow the same pattern. Introduce the objection and then review the evidence that refutes the objection.

By the time you have finished your presentation you have built credibility by bringing up the thorniest issues on your own and you have used evidence to persuade your audience that the objections are without merit.

All of which will make Q&A quite a bit easier.        

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