Translating finance to a non-finance audience

When was the last time you spoke with Javier from Sales?

You were explaining the department's financials to him… and he looked lost!

Or you were explaining a financial model to a client and struggling to express yourself in a way they understand.

Whether cross-departmental or client-facing, the same challenge exists across the financial sector.

???Learning to speak in terms your audience understands.

#1 First and foremost, watch out for the assumptions you make

Assumptions about the jargon, data and concepts they understand

If you start describing how?put options?will help manage downside risk on your client's portfolio, you need to be very careful you don't lose their attention.

Likewise, if you're walking them through a company valuation, it's worth checking in to ensure they are following you.

Assumptions about what they care about

Finance has its metrics and targets. But so does Marketing, Sales, IT, etc.

Don't assume they care about the same things you care about.

Position yourself (and the finance function) as?a tool to help hit their targets and strive for their goals.

#2 Remain problem-focused (not data-focused)

Don't start by thinking about the most important metrics.

Start with the problem you are trying to solve.

Then ask yourself?what data will help support my point.

This way, each slide is?focused on your needs of your audience rather than on the financials.

#3 Focus on your delivery rather than your slides

When the audience is focused on the slides, they can quickly get confused. Especially if your slides are full of data.

So the attention should be on you and your delivery.

Use a large font (say, 30 font size) to minimise the amount of information on screen.

Your delivery can provide the context.

The result is a more engaged audience that is actually?listening?to you.

#4 Understand what motivates your audience

Why do these numbers matter?

Presenting in finance is much more than explaining balance sheets or cash flow statements.

Instead, it is trying to understand how each team/company measures success in terms of what outcomes they’re trying to achieve.

Their motivation is rarely financial. But they need financial support to help them achieve their goals.

Aligning what you do with what your audience wants — that's one of the keys to effective communication.

#5 Know your goal ??

As a result of my [presentation], the audience will understand [X], and respond by [doing Y].

Be clear from the offset what information you want to impart or what actions you want your audience to take.

When?your?goal is clear, it instantly becomes easier for your audience to understand you.

This will help you prioritise the most important data, avoid overwhelming your listeners, and ensure they take the desired actions.

Overall you need to know the technical information — but your audience does not.

The clearer and more focused your presentation/report/etc., the better your audience will understand.

And the greater impact you can have.

If there is anything you would add to this list, I would be happy to hear your ideas. ??

Let me know in the comments!

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