Advisers regularly fall into five common traps when delivering presentations or speeches to clients, according to one advice consultant.
Claudio O. Pannunzio, founder of i-Impact Group, which specialises in social media and PR for financial planning professionals, said despite spending hours rehearsing, many advisers were unable to connect successfully with their audience.
Trap 1: Failing to Emotionally Engage
The first trap, according to Mr Pannunzio, is failing to emotionally engage.
“During a presentation, just stating the facts could actually increase the risk of losing the audience. Powerful and effective communication is a symbiotic interaction of emotional and intellectual powers that aims to engage your audience’s hearts and minds,” he said.
Trap 2: Not Being Genuine
Not being genuine is the second common error advisers make when presenting to clients, said Mr Pannunzio:
“Don’t waste time and energy trying to be and act as the person you believe your audience wants you to be, but rather focus on who you are and the message you intend to deliver.”
Trap 3: Abusing Technology
Mr Pannunzio also warned against abusing technology. The consultant cautioned that while PowerPoint can be a powerful tool, it is regularly mishandled.
“I continue to see a significant number of advisers who misuse this medium, as they cram too much content into their slides and often overload them with images, videos and animations,” said Mr Pannunzio.
“The important fact that must be remembered is that a visual aid like PowerPoint is just an aid, and as such, can only help get the point across. That’s it!”
Trap 4: Not Using Anecdotes/Human Interest Stories
Fire up their imaginations and keep them interested
Failing to include human-interest stories or amusing anecdotes which enable an audience to engage and connect is the fourth presentation trap for advisers.
According to Mr Pannunzio, narratives help audiences give life and meaning to the ‘movie’ that is going on in their heads as they listen to the adviser.
“Fire up their imaginations and keep them interested. Ultimately, that’s what they will remember,” he said.
Trap 5: Using Jargon
The fifth and final flaw exhibited by advisers, said Mr Pannunzio, is speaking in jargon.
“Don’t forget the basic rule: If your audience cannot follow what you’re saying or understand what you’re offering, they won’t adopt, buy or apply it.”
