Presenting a financial energy saving case to clients

Presenting a financial energy saving case to clients Energy efficiency – convincing your clients to invest A workshop by Ewan Pearson of Grant Pearson Brown Consulting Ltd for SECBE GPB: “The BD and communication skills specialists” 1 Grant Pearson Brown Consulting Ltd 2012

Timetable 09. 00 09. 30 10. 45 11. 00 12. 45 13. 00 Registration First session (75 mins) Break (15 mins) Second session (105 mins) Wrap up time – Qs and paperwork End of workshop 2 Grant Pearson Brown Consulting Ltd 2012

Workshop style • Theory shared – presentation style • Discussions - interactive • Practicals - in small groups • Learning, thought provoking and fun • Nb. SMART Personal Action Plan 3 Grant Pearson Brown Consulting Ltd 2012

Workshop content, goals and BCA • Content: • Session 1 = Energy Saving • Session 2 = Persuasive Content, Q&A • Goals and BCA (p 3) • Help you generate new work through energy saving measures • Help you create a compelling case • Help you answer tough questions • BCA = Buyers’ Criteria Analysis 4 Grant Pearson Brown Consulting Ltd 2012

Session 1 Finding and quantifying energy savings across a variety of users and types to identify whole of life and individual savings Page 5 Green Deal and the 'Golden Rule' Page 7 Exercise on energy saving Page 11 5 Grant Pearson Brown Consulting Ltd 2012

Energy Savings – discussion (p 5) • ∆ = CC + X – FC • Key Principles • Discussion based on this group • Electricity • Gas • Water • Consumables • Building and other materials 6 Grant Pearson Brown Consulting Ltd 2012

The Green Deal and the Golden Rule • Green Deal (p 7 -8) • What is it? • How will it work? • Golden Rule (p 9) • What is it? • A: Savings must equal or exceed the costs (i. e. ∆ is positive) 7 Grant Pearson Brown Consulting Ltd 2012

Exercise: Energy Savings – (p 11) • Split into groups • Choose a product or service • Explain how the product/service works • Work out and discuss the energy savings • Give constructive, critical feedback 8 Grant Pearson Brown Consulting Ltd 2012

Break time 9 Grant Pearson Brown Consulting Ltd 2012

Session 2: some or all of: Conversion of raw ideas and data into presentable form Page 12 Creating a persuasive argument Page 16 Exercise on persuasive content Page 19 Creating and using visual aids well Page 20 Exploring questions Page 22 Active Listening Page 23 Presenting your ideas well Page 24 Handling the tough but predictable questions Page 26 10 Grant Pearson Brown Consulting Ltd 2012

Converting data into presentable form (p 12 -14) • Fire bell Test • Information Iceberg • Attention Level • Complexity • 2 x 2 Evidence Matrix • Three Rhetorical Appeals: L. E. P. • Structure - Snapper and Aristotle 11 Grant Pearson Brown Consulting Ltd 2012

GPB’s Fire Bell Test and Info. Iceberg (p 12) “Fire Bell Test” ‘Imagine you have 30 secs to tell your audience the single MOST important point that they NEED to hear to make a decision to hire you…’ Remember two things: No more than 3 points All high value/interest to client 12 Grant Pearson Brown Consulting Ltd 2012

Attention Level and Complexity (p 12) 13 Grant Pearson Brown Consulting Ltd 2012

GPB Evidence Matrix (p 13) Knowledge / Authority Tangible / Comprehension Factual evidence Argument: Non-factual or ‘artificial’ 1 Facts, Data, Statistics 2 Quotes 3 Examples 4 Metaphor, simile, or comparison (e. g. Mc. Vitie’s Jaffa Cake Case Study) 14 Grant Pearson Brown Consulting Ltd 2012

The Rhetorical Triangle (p 14) Ethos: An appeal either from the credibility of the speaker or to the audience’s sense of what is morally wrong or right. Duty, responsibility and fairness spring to mind. Pathos: The Rhetorical Triangle An appeal to an audience’s emotions and sentiments prompting it to accept propositions or calls to action. Commonly used pathos related arguments are freedom, love and happiness. Logos: An appeal to logic or reason. As such it is often concerned with profitability, efficiency and necessity 15 Grant Pearson Brown Consulting Ltd 2012

The GPB Snapper (p 15) fac tor Strong Start § Scene setting § Case study § Bottom line § Bait Head OS OW who PATH W LOG OS L thread linkin g S cal i g o ETHO Volume of information § Explain § Justify § Mini-summaries § Case studies le presen tation § Analogies § FBI § Quotes § Visuals Body 16 Strong Close § Emotion § Call to action § Call for reaction § Linkage Tail Sequence Grant Pearson Brown Consulting Ltd 2012

Aristotle: Suggested structure to include context and counter-argument (p 15) Introduction - Background/Context/Evidence: Proposal/plan summary: Arguments/Evidence: 1) 2) 3) Counter Arguments: Conclusion: Nb. Try to include Logos, Ethos and Pathos 17 Grant Pearson Brown Consulting Ltd 2012

Creating a persuasive argument (p 16 -18) • USPs • Po. Ds • FBI • Two Routes to persuasion 18 Grant Pearson Brown Consulting Ltd 2012

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The 2 routes to Persuasion (p 18) (Elaboration Likelihood Model, Petty & Cacioppo et al) Central (words) route Peripheral (music and dance) route The APPEAL to LOGIC The APPEAL to EMOTIONS “Careful and thoughtful consideration of true merits of information presented in support of an advocacy “ (i. e. strength of argument) Physical attractiveness Non-verbal behaviour Speaking style Vocal Attractiveness Requires BOTH of • Ability to elaborate • Motivation to elaborate to succeed Is chosen if EITHER of • Ability to elaborate • Motivation to elaborate are absent 20 Grant Pearson Brown Consulting Ltd 2012

Exercise: Persuasive content (p 19) • Split into groups • Choose a product or service • Do a Fire bell Test • Add some evidence • Add differentiators • Tell your storyboards • Give constructive, critical feedback 21 Grant Pearson Brown Consulting Ltd 2012

Visual Aids – good and bad (p 20 -21) 22 Grant Pearson Brown Consulting Ltd 2012

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Handling tough but predictable questions (p 26 -28) 29 Grant Pearson Brown Consulting Ltd 2012

Questions and Answers Time Statement/Question Active listening by you Pause (Correct, Answer Question (+ reasons), or Bridge Clarify, don’t answer (give reasons) Paraphrase) Key Question tips: • Pause before answering each question • Avoid over-answering: find a place to stop • Bridge to the positive 30 Grant Pearson Brown Consulting Ltd 2012

Open and closed questions (p 28) 31 OPEN CLOSED • What • Do, did • Where • Are, aren’t • When • Have, haven’t • Who • Can, may, might • Why • Will, won’t • How • C/W/Should • (Which) 31 Grant Pearson Brown Consulting Ltd 2012

The types of answers (p 28) • Yes/No (closed) or 42* (open) • Don’t know (do know) • Context, scale up, scale down • Answer, block (can’t say), evade or equivocate (communicative conflict) • Defend, push back, attack • Short/brief, or long/verbose • Bridge * From The Hitchhiker’s Guide to the Galaxy, Deep Thought, 7. 5 m years, then Arthur Dent, Q: 9 x 6. 32 Grant Pearson Brown Consulting Ltd 2012

Wrap-up: Further questions and discussion SMART Personal Action Plans Form filling 33 Grant Pearson Brown Consulting Ltd 2012

Appendix 34 Grant Pearson Brown Consulting Ltd 2012

Active Listening is… • Giving full attention • Reflecting data (back to originator) • Reflecting feelings (ditto) • Summarising • Interpreting • Overall it is… “Listening with gusto” 35 35 Grant Pearson Brown Consulting Ltd 2012