Persuasive Communicators Resemble Trial Lawyers

By Bonnie Budzowski

Successful speaker and sales trainer, Terri Sjodin, describes how she floundered in a commission sales job as a young woman fresh out of college. On a particularly low day, Sjodin visited her college debate teacher. The teacher convinced Sjodin to listen to an audiotape of her sales presentation—with the ears of a debater.

The tape revolutionized Sjodin's career. She realized she had focused on informing and educating her prospects when she should have focused on persuading them.

Sjodin revised her presentation to reflect the principles of debate—the same ones used by trial lawyers. She began to experience success as a salesperson and as a presenter. By age 34, Sjodin became one of the youngest women ever to earn the designation of CSP (Certified Speaking Professional) by the National Speakers Association. Later, Sjodin's book, New Sales Speak (John Wiley & Sons) hit #74 on Amazon's Top 100 Bestseller List.

Sjodin's learned that the secret to successful business presentations is learning to be persuasive. This means using the perspective of a debater or a trial lawyer. As I think of Sjodin's point of view, the following recommendations emerge:

1. Prepare for high stakes. By its nature, a trial involves high stakes. Trial lawyers do not walk casually into a courtroom and "wing it." They don't allow other projects to dilute their focus. And trial lawyers don't cut and paste presentations from previous trials.

Trial lawyers thoroughly investigate the facts that apply to the case at hand. They carefully think through the tactics the opposing counsel (competitor) might use. A good presenter, like a good trial lawyer, plan and plan and plan. After the planning, they rehearse.

2. Use a straightforward structure. From the first moments of a trial, the lawyer boldly recommends an outcome to the jury. The first words of the trial are known as the opening argument. They go straight to the point: "The defense will demonstrate why you should find my client not guilty." Opening arguments involve a strong recommendation and an overview of how the evidence will support that recommendation.

Opening arguments are followed by evidence, with each piece carefully selected to support the recommendation. Evidence is followed by closing arguments—a summary of how the evidence points to the lawyer's recommendation. The closing arguments are followed by a confident call to action. Good presenters use the same structure in business: they recommend an outcome, provide supporting evidence, sum up why their recommendation is the best solution, and call on the client to act.

3. Keep the jury in focus. Trial lawyers have the jury keenly in mind during every step of the presentation process. They know the case is not about the history of the law firm, the morality of the defendant, or even the truth. The case is about the jury members' values and their perception of the truth. A good trial lawyer always plays to the jury.

In the same way, good business presenters keep their audience keenly in mind during every step of the presentation process. They understand that a presentation isn't necessarily about the best firm or the best solution to a problem. A business presentation, to a large extent, is about the values and perceptions of decision makers. A successful business presenter plays to the decision maker.

4. Avoid information for information's sake. A trial lawyer builds a tight case, void of extraneous information. The evidence, even that which is educational by nature, is chosen for its persuasive value. Everything in the presentation is strategic.

Sjodin reports that when she revised her sales presentation, she threw out a lot of information. She realized that she had front-loaded her presentation with features and benefits in a way that lacked urgency. To use Sjodin's words, she had been "lingering in the information zone." Here's a bit of advice from New Sales Speak:

Debate would have us do one thing before we walk out the door with our list of features and benefits, or value-added services.... We would have to identify our 10 best arguments for why our clients should work with us, why they should work with our company, and why they should do it now. You would create your most persuasive argument at the beginning and put features and benefits at the end. This is how you develop a case that is balanced.

5. Engage in a bit of theater. Good trial lawyers are aware that they must make an emotional as well as a logical connection with the jury. The winning lawyer delivers passion and conviction. The presentation is scripted and rehearsed for power and impact.

Business audiences aren't much different from juries. Decision makers have their biases, values, and emotional hot spots. Successful presenters blend the objective with the emotional in subtle and convincing ways. Many successful presenters script and memorize their opening and closing remarks.

Sjodin changed her results dramatically when she began to focus her energy on being persuasive rather than informative during business presentations. Take Sjodin's perspective—that of a trial lawyer—to work with you. It may revolutionize your career.


© Copyright 2004 by WordCoach, LP
www.wordcoach.biz

As founder and principal of WordCoach, Bonnie Budzowski provides value to organizations in a variety of venues, both large and small. WordCoach works with clients to make a shift—from experiencing communication tasks as a struggle, to owning those same tasks as a strength. Bonnie provides keynotes and conference workshops; confidential coaching; and on-site strategy sessions. She is the author of Secrets to Get People to Respond to Your Messages.

Bonnie is President of the Pittsburgh Chapter of NSA.


For more information to contact Bonnie, or to subscribe to her free newsletter, go to http://www.wordcoach.biz.

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