STRATEGIC SHOCK VALUE 197 · Know the latest news affecting your industry and be ready to comment about it. Again, as much as reasonably possible, take a bold stand: Question an industry practice, make a prediction, or counter conventional wisdom. · Use declarations here too. Be direct in your responses. Be aware of and avoid saying "I think" and "We might." · Avoid rambling while answering. Not only does it play into a common reporter tactic for getting uncensored comments, but droning also makes you less interesting as an interviewee. Re- member, no one cares about the topic as much as you do. Get to your point and then stop. · Show excitement and enthusiasm. An interview shouldn't feel like a lie detector test. Smile (even if you are on the phone) and bring your personality into the conversation. Sales and Client Meetings Daily Grind While only some professionals speak in public or to the press, just about everybody meets with clients and potential clients. Most of the time, sales and client meetings are content driven and focused on getting the audience to like/respect/pay us. Demon- strating credibility is paramount. PowerPoint is the weapon of choice. Shining Moment The most common presumption in sales and client meetings is that the presenters are there to inform the audi- ence. The onus is on you, as the presenter. The audience may have its guard up, especially in sales situations. Therefore, one of the best ways to be more engaging in these meetings goes back to the trust equation. When you focus on building trust, you also increase your presence, your likability, and your credibility. You also come across as re- When meeting with clients freshingly different, interesting, and and prospects, focus on memorable. Revisit Chapter 6 for ideas trust first. around building trust in "Situations Where Trust Is Hard to Come By" (including selling) and how to apply the trust equation to sales meetings. In addition, here are other ideas to try. · Set your situational intention ahead of time. (Sounds like a bro- ken record, I know, but it works!) American Management Association · www.amanet.org