TED 4: Teach Them Something New
Give the audience one fact or idea they did not know about their own world.
Memory research shows things that stand out are remembered better; the link to persuasion in talks is Gallo's interpretation.
Why it works
The brain notices what is new and different. A fresh insight shows you know the field. It also gives people something to repeat later, with your name attached.
How to do it
- Find one fact about their market that surprised you.
- Check the source so you can name it.
- Put it near the start.
- Link it to what they should do.
What to say
Most field staff who leave quit in the first three months, not in year two.
Here's something most dealers don't know about their own sales pattern.
Avoid
Using a fact you cannot source. One wrong number ruins the rest of the talk.
Example
Addressing HR heads in Mumbai, Neeraj shared his own data on when field hires quit. Several HR heads asked for the full sheet.
Related