From the course: Win New Business by Running Great Client-Facing Meetings

Maximizing resonance and relevance wins

From the course: Win New Business by Running Great Client-Facing Meetings

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Maximizing resonance and relevance wins

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- There are two factors that make a great difference in having your presentations stand out, especially if you're in a business that is competitive and perceived commoditized. Since your products and services might be perceived as commoditized, you need to emphasize aspects of your presentation beyond the features that make your presentation truly land for your clients. To be sure that your present not only lands with the client but also stands out from the competition, the resonance and relevance of your presentation are key. Resonance makes your presentation memorable. Say the word with me, unless you're on a subway and then this is going to look a little weird, but when you say the word resonance, hold the Z sound, resonance. It buzzes in your mouth. This is an onomatopoeic word. The expression sounds like it means, like bam or ugh or slurp. Any part of your presentation that creates a visceral, physical response to what you're saying increases the client's ability to remember what you're saying. It creates muscle memory and that's good. In the words of Maya Angelou, people will forget what you said, they'll forget what you did, but people will never forget how you made them feel. So let's make sure that your presentations leave people feeling something and feeling good. Here's how to be sure that your presentations are resonant as well as relevant. Remember, there are three kinds of intelligence, IQ, EQ and body wisdom BQ. As you make your presentation, different parts of the presentation will engage different parts of your client's brain, their decision-making apparatus. That includes the three types of intelligence that all of us share. The IQ, you want to appeal to their logic. The EQ is when you appeal to their sense of being understood. And the BQ is when there's a felt sense and the actual feelings that they have in their body listening to you. The BQ quotient, or body smarts, is uniquely powerful in cultivating distinction from the competition and creating a sense of momentum on the part of the client to take action. Making your points in ways that give clients shivery excitement or breath-catching impact will help them to recall and appreciate what you're saying. You don't need to be manipulative to do this. It's just that every time a need and a benefit align, the client has a chance to have a body-based sense of satisfaction in hearing what you're saying. These moments of incremental value need to benefit have the impact of demonstrating resonance and relevance for the client. Again, you don't need to be Ellen or Oprah, but you do need to land your points in ways that is more than just head smart, more than just logical.

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