Business Communication:

Making Presentations

Understand Your Audience EGA

Expectations, Goals, Assumptions

Vadim Kotelnikov personal logo Vadim Kotelnikov

Founder, Ten3 Business e-Coach – Your 360 Achievement Catalyst! 


Communication quotes, Presentation, Persuasion: If you want your message to hit the target, make adjustment to the wind. Vadim Kotelnikov





"Customers buy for their reasons, not yours." ~ Orvel Ray Wilson

PLIMAD: Plan, Imagine, Adjust

Plan your presentation focusing on benefits to the audience. What are your objectives? What do you want to say, to whom and how? Who is your presentation aimed at? What would be the best content of the presentation for the given objectives and audience? How to deliver that content? You must approach your audience with confidence and curiosity. Plan an interactive opening using questions. For instance, you can start by asking participants to write down their burning questions or to confirm the benefits that are important to them. You can format your presentation like a story with a problem and solution, tell a story to illustrate certain points, and ask listeners to guess certain facts or data. Enliven your slides with pictures of people, actions, products, or locations. Provide application opportunities.

Imagine people’s likely reactions to what you say and how you say it.

Adjust your presentation to your audience expectations and perceptions.

Understand EGA of Your Audience: Expectations, Goals, Assumptions

To understand expectations of your audience better, ask yourself:

  • What sort of aims would the audience have in attending my presentation?

  • Would they be more interested in short- or long-term implications?

  • Why would these people be interested in listening to me? 
    Focus on Emotional Drivers

  • What benefits would they expect to gain from my presentation?

  • Would the audience like to be engaged and involved? What would be the best engagement strategy? What engagement techniques the audience appreciate most? What if I ask listeners to discuss concerns or topics with one another or at tables? What if I set up a demonstration that audience members participate in? What if I engage them physically by asking them to raise hands, clap, stand, etc.?

The understand the goals of your audience, ask yourself:

  • What do they hope to achieve? What efforts are they prepared to make in that direction?

  • What outcome of your presentation would most appeal to them?  Sell Benefits

To figure out assumptions of your audience, ask yourself:

Manage Expectations

Communication is a two-way street. Before you begin your workshop or presentation, be sure your participants know what to expect. They will arrive with some preconceived ideas. Your advance communication about your presentation needs to be clear to set the perceptions right so there is no confusion or disappointment.





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