Final answer:
The subject describes the process of engaging a prospect during a business presentation, aiming to build conviction by asking questions that lead to agreement and structuring the presentation with a clear main theme, supported by evidence and checked for understanding.
Step-by-step explanation:
The process described is known as building conviction in a sales or business presentation context. It involves asking a series of questions to which the prospect can easily agree, known as tie-downs or trial closes. The aim is to engage the prospect in a positive way, leading toward a commitment to act, such as making a purchase or agreeing to a proposal. By translating features into benefits and providing evidence, the presenter seeks to reinforce the prospect's understanding and agreement before moving forward.
An effective presentation must start with an engaging introduction that lays out the main theme or assertion and outlines the structure of what will follow. Following the introduction, the presenter should provide a clear statement of purpose and guide the audience through the content, checking for understanding and agreement along the way. This method ensures that the audience stays engaged and the presenter's points are convincingly made. Through historical inquiry, one can develop compelling questions that guide the process further and deepen the inquiry.
Developing a well-structured outline is crucial for ensuring that the presentation flows logically and sticks to the main points. This step also helps in establishing the presenter's credibility, addressing the audience's needs, and making an impactful delivery. All these components require careful planning and consideration of the 5 W's—Who, What, Where, When, and Why—to make the goals specific and attainable.