One of the Biggest Communications Opportunities You Are Missing

•  Bridging is the art of answering a tough or off-target question (or an easy question) and smoothly segueing into a positive answer. The secret is giving a short, honest answer to the question, and then either 1) ask another question—and answer with one of your key messages, or 2) move directly to the key message. If you can’t logically move to one of your key ideas, then give the short answer and stop. Bridging allows you to maintain a two-party dialog without giving up control. Here are some examples of bridge language:

1. “I don’t know the answer to that question. What I do know is …”
2. “It sounds as though what you’re really asking is …”
3.  “Yes. You also may be wondering …”
4.  “If you’re asking me …”

• Listing allows you to force your questioner to take in more information than he or she expected. You say you have three or four important points to make, and then make everyone listen without interrupting you. Make sure to number each. Only do this when you’ve got questions that need a lengthy answer. For example: “We do this in three ways. First, … Second, … Third, …”

• Hooking (no—not what you think!) means giving a little taste of an idea to encourage the kind of follow-up questions you want:

1. “You’d be surprised at what our research indicates …” [What does your research indicate?]
2. “We’ve got some other exciting new services that will be available soon …” [What are those new services?]

Use this technique carefully, though. It offers the least amount of control over the Q&A—because you have to hope your audience is following you closely enough to ask that right second question.

• Flagging allows you to use language and your voice to let the questioner know you’re about to share something very important. Use flagging to indicate this is a significant question and that your answer includes one or more key ideas:

1. “The most important point to remember is …”
2.  “If you remember nothing else about what we’ve discussed today, remember this: …”
3. “The real issue is …”

• Summarizing is an effective tactic to use after the final question has been asked. The presentation doesn’t end just because people have run out of questions. Circle back to those key messages you want people to remember—in addition to thanking them for their help and participation:

1.      “In closing, let me leave you with these three ideas …
2.      “Those were excellent questions. In summary …”

 

And don’t forget that call to action. Tell everyone what you want them to do now that they understand the compelling case you’ve made. Leave nothing to chance (because that increases the chances you won’t get what you want).

People remember what you said, not the question.

Your first step to doing this well is to determine your three key points before the Q&A. The second step is to be so familiar with those messages that you can use bridging, listing, hooking and flagging to work at least one of them in to each response. And then you can use summarizing to make sure your audience didn’t miss anything—and knows what to do next.

This approach increases the likelihood that people will remember—and do—what you want them to. Now you’ve capitalized on the true opportunity a Q&A offers.

Lynn Franklin says she started Lynne Franklin Wordsmith 16 years ago because …”I was in danger of being made a partner at the world’s largest investor relations agency.  Or because a tarot card reader told me to.  Or because I wanted to prove my theory that wearing pantyhose didn’t make me more productive.  All of those would be true.”