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How can you build rapport and handle objections when presenting?

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Presenting your ideas, products, or services to an audience can be challenging and rewarding. You want to engage them, persuade them, and make them take action. But how can you build rapport and trust with them, and handle any objections or questions they might have? Here are some tips to help you improve your presentation skills and overcome presentation anxiety.

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1 Know your audience

Before you prepare and deliver your presentation, you need to research and understand your audience. What are their needs, goals, challenges, and expectations? How can you tailor your message and style to suit them? What are their potential objections or concerns? Knowing your audience will help you craft a relevant, customized, and compelling presentation that speaks to them and addresses their pain points.

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Adam Mullen

People Analytics | Leadership Development | Knowledge Management | MBA | Six Sigma Black Belt | KCS v6 Practices Certified | Proud Passamaquoddy | Aspiring Polymath
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Including highly relatable examples of key ideas helps build rapport, especially when it is put in the context of your audience’s needs, challenges, or concerns. For example, I’ve used concepts from computer science as analogies or mental frameworks when presenting to software developers and development-adjacent people. If done well, this can also boost your credibility and bring the audience closer to your key ideas.

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2 Start with a hook

The first few minutes of your presentation are crucial to capture your audience's attention and interest. You need to start with a hook that grabs them and makes them curious about what you have to offer. A hook can be a surprising fact, a story, a question, a quote, a statistic, or anything else that relates to your topic and audience. A hook should also establish your credibility, your purpose, and your main benefit for the audience.

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Esther E.

Contract Risk & Financial Planning | Business Operations
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I like to start with something impactful (interpret as horrific) especially when I'm presenting in between other presentations, or I know my audience is having a long day. This tends to jolt people awake and grabs attention, albeit forcefully. I give a quick summary in my first 2 minutes while I still have their undivided attention this way everyone knows where I'm headed and can follow.

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Connie Hazendonk

?? Top Voice | Experienced Salesforce Trainer | Transforming Businesses with Impactful End User Training
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If you do the hook well, you should also get back to it at the end of your presentation. ?? It is important that the hook is relevant to the story you are going to present. Although starting with something that might seem completely off topic can help engage your users. As long as you at the end of the presentation refer back to it and why you started with that particular hook. If you use a quote / story / statistic, make sure you reference the source if it is not your own work ??

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3 Use rapport-building techniques

Establishing rapport with your audience is essential for effective communication and persuasion. To build a connection and trust with them, you should use positive body language, eye contact, and facial expressions. Humor, anecdotes, and personal examples can also be helpful. Additionally, using inclusive language like “you”, “we”, and “us” can help create a sense of unity. Asking open-ended questions and encouraging feedback is another way to build rapport. Moreover, showing empathy, respect, and appreciation for the audience’s mood, energy, and feedback is important for creating a strong connection.

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Jerry Balistreri

Self-employed-Trainer
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Use relatable examples/challenges for the type of audience you are addressing. Make eye contact with every person in the audience. Even if brief, each person will have had a "personal" moment with you.

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4 Anticipate and address objections

Objections are an unavoidable part of any presentation, and should not be seen as a sign of rejection. Instead, view them as an opportunity to clarify, educate, and persuade. In order to handle objections effectively, it is best to anticipate and address the most common or likely objections your audience might have, and prepare your responses in advance. Active listening and acknowledging the objection is the first step; followed by empathizing and validating the concern. Asking probing questions to gain insight into the root cause and impact of the objection is also important. Evidence, facts, or testimonials can be used to support your solution, as well as summarizing the benefits and value of it. Finally, confirm that the objection has been resolved and continue with your presentation.

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Julie Hansen

LinkedIn Top Voice, Virtual Executive Presence Training & Assessments for Sales & Leadership | Presentation and Demo Skills | Award-Winning #Sales Author | Professional Screen Actor
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The real challenge to handling objections is to manage your emotions. Many presenters get anxious when someone starts objecting and their body reacts negatively by shutting down, not listening and other panic behaviors. It's counter-intuitive, but learning to "welcome" objections as opposed to dreading them is a really valuable skill to develop. If people didn't care, they wouldn't object, so appreciating that you have an interested audience member is a great place to start! Improv also offers a lot of skills for handling things on the fly in the best possible way.

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Adam Mullen

People Analytics | Leadership Development | Knowledge Management | MBA | Six Sigma Black Belt | KCS v6 Practices Certified | Proud Passamaquoddy | Aspiring Polymath
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For me, it helps to have a phrase that acknowledges the objection and thanks the person for speaking up on something they care about. It also buys you a small bit of time to think on your next response. Something like “Thank you for bringing that up” or “I can tell this is important to you - tell me more about x” can work well here.

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5 End with a call to action

The last part of your presentation is your chance to motivate your audience to take action. You need to end with a clear, specific, and compelling call to action that tells them what you want them to do next. It can be a request, a recommendation, an invitation, or a challenge. You should also restate your main benefit, create a sense of urgency, and thank your audience for their time and attention.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Adam Mullen

People Analytics | Leadership Development | Knowledge Management | MBA | Six Sigma Black Belt | KCS v6 Practices Certified | Proud Passamaquoddy | Aspiring Polymath
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Remember that objections are in response to the ideas or presentation, not to you as a person. Also, if somebody raises an objection, it means they feel strongly enough about it to stop you and speak (or type), which can offer an opportunity to learn more about their concerns and unmet needs. Uncovering these and finding a way to address them in the moment is never easy, but it creates a very powerful moment for you, the person, and the audience.

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How can you build rapport and handle objections when presenting?

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3

4

5

6

1 Know your audience

2 Start with a hook

3 Use rapport-building techniques

4 Anticipate and address objections

5 End with a call to action

6 Here’s what else to consider

Presentation Skills

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How can you build rapport and handle objections when presenting?

1

2

3

4

5

6

1 Know your audience

2 Start with a hook

3 Use rapport-building techniques

4 Anticipate and address objections

5 End with a call to action

6 Here’s what else to consider

Presentation Skills

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