Page 210 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

MAKE IT LOOK EFFORTLESS 191

who seems to have ready answers to any question. You can use it
to prepare for presentations, pitches, sales calls, or any other sit-
uation in which you anticipate difficult or sensitive questions.

1. Identify the most common questions likely to be raised.
Clinton expected a question about her husband’s interna-
tional foundation and its list of donors. Critics had widely
publicized the issue, saying her appointment would be a
conflict of interest. She also knew that each of the world’s
hot spots at the time would be fair game: Gaza, Iran, Iraq,
Pakistan, and others. For the car executives, the most
common question would be along the lines, “How do you
expect to sell cars in this economy?” Or, “Will 2009 only get
worse for the auto industry?”
2. Place the questions into “buckets,” or categories. There might
be only one question in a bucket, as in the case of the Clinton
Foundation, or there might be several, as in the case of the
carmakers and the economy. The point is to reduce the num-
ber of questions for which you must prepare. It’s uncanny, but
in my experience training thousands of speakers, the majority
of questions will fall into about seven categories.
3. Create the best answer you have for the category. And this
is critical—the answer must make sense regardless of how
the question is phrased. You must avoid getting pulled into
a detailed discussion based on the wording of the question.
For example, here is Clinton’s answer about her husband’s
fund-raising efforts: “I am very proud to be the president-
elect’s nominee for secretary of state, and I am very proud
of what my husband and the Clinton Foundation and the
associated efforts he’s undertaken have accomplished, as
well.” She would have said exactly the same thing regard-
12
less of how pointed the question from Republican senators
was.
4. Listen carefully to the question, and identify a key word—a
trigger—that will help you isolate the correct bucket from
which to pull to your answer.
5. Look the person in the eye and respond with confidence.