When you’re tasked with a business presentation, there’s more on the line than making yourself understood. Your goals are bigger: winning new business, shifting the direction of your business, or adopting new tactics, to name just a few.
To achieve the results you’re after, you must move your audience to take action. Doing that requires a different skill set than simply conveying information. How can you step up your presentation game accordingly?
Best practices for persuading people is a topic people have been debating for nearly two millennia, ever since Aristotle first coined his three principles of persuasive communication: logos (presenting a clear and rational argument), pathos (using emotion) and ethos (establishing credibility).
In 2017, Aristotle’s advice is still valid. However, 21st century communication is more complex than ever, and today’s business climate demands more. Here’s a modern take on Aristotle’s three pillars, with two additional strategies essential for influencing others and driving business results.
1. Build a clear and compelling argument.