Direct & Indirect Approaches to Convincing

Before you attempt to convince your audience of anything with your business presentation, it’s a good idea to determine ahead of time how they will feel about what you have to recommend.

It could be that you’ve got good news. Maybe you’re presenting the solution that everyone has been waiting for. As a result, you can anticipate a positive response from your audience.

On the other hand, you may have bad news. Maybe your recommendation will result in increased costs or reduction in staff. Either way, you know that what you have to say will provoke a negative response from your audience.

Predicting your audience’s response in advance can help you determine whether to take a direct or an indirect approach in presenting your recommendations. As a result, your audience will more accepting of what you have to say.

For example, let’s imagine you’re recommending that your consumer health-care products company comes out with a new line of fruit-essence shampoo for children. You’ve done the market research, you’ve got the facts and figures, you know this is a sure money maker. You’ve got good news. Management will love it.

So, be direct. In your presentation, make your recommendation first and then support it with your data. If you begin with the good news, your audience will listen more attentively to what you have to say .

However, let’s imagine something different. Suppose shampoo sales in your northern region have leveled off. You want to recommend decreasing the number of reps you have in the north and moving a number of them to your growing market in the south. Relocating the reps and their families, however, is going to cost the company over RM250K and it may take six to eight months to recover the costs. Management may not like this at all.

So, be indirect. In your presentation, give your data first. Show sales figures in both regions and show your projections. Provide the background support necessary before making your recommendations. This will prepare your audience for what’s coming and prime them to be more accepting of what you have to say.

Some audiences may be tough to convince, but by appropriately choosing to be direct or indirect with your recommendations, you ensure that your audience will listen attentively to your conclusion.