It is commonly thought that there are three basic parts to any presentation: introduction, body and closing. But actually there is a very important fourth part— the questions and answers at the end. Today I would like to discuss how to handle different types of questions.
First, let me start by saying that I see audience questions as gifts, but burdens to be dreaded. They are an attempt by the audience to clarify and deepen points that were either not mentioned in the presentation or that did not come across adequately to at least one audience member and possible more than one.
Should you repeat a question that was asked of you? If there is a probability that not all of the audience heard it, a brief summary of the question will keep everyone on the same page. If you didn’t hear or understand it, ask the questioner to repeat it. Usually you will get a clearer presentation of the question second time around.
But if the question was an indictment of your key idea, do not invite the questioner to ask it again because they may add additional points to their indictment, making it harder to answer.
What about people who like to ask several questions at one time.”I would like to know X and Y and Z.” In that case I would observe that you are mentioning several things, choose one and answer it. Make sure not to be looking at the questioner when you are finishing so they do not see it as an invitation for them to ask more. Invite another question from a different part of the room. An exception would be if the key decision-maker is the questioner. In that case, you will need to answer all their questions before you get any questions from others.
Some questions should never be answer as asked. One example is a question about the details of your company’s security, whether physical or online. One aspect of good security is keeping it secret, so just tell your audience that you have top-notch security but details cannot be discussed.
Similarly, you should not discuss the status of ongoing negotiations. It puts a special burden on the negotiators if comments are coming from others in the organization.
In fact, never state what senior officials of the company intend to do if you are not the designated representative to offer such information.
Certain other questions need to be adjusted before answering. An example is a request to rank priorities in your company. For example, “What are your top three ….” A company cannot limit itself to a finite number of priorities. Instead say “We have many priorities. Some of them include….”
Be careful as well with either/or questions. “Are you more concerned about union relations or the risk of ….” Instead say that you are concerned about them both as well as a number of other issues. Then you can go on to comment on any of them without claiming a different item is not a priority.
Questions and how you answer them can support the thesis of your presentation or ruin it. Be aware of some of the faults that can arise.
- Herb