I imagine that Matt Abrahams writes the way he talks. If Abrahams were one of my students, this would be a critique meaning I discourage my students from writing rambling run-on sentences. But Abrahams writes enviable smart, engaging, succinct, easily digestible stories and tips to help his readers think faster and talk smarter.
Part one begins with the self and encourages communicators to self-reflect by 1) acknowledging and managing anxieties 2) preventing perfectionism 3) being open minded, 4) listening actively, 5) intentionally structuring content, and 6) remaining succinct, focused, and compelling. These tips apply to any spontaneous speaking situation. Entrepreneurs are asked for informal and formal pitches and field follow up questions all the time. Knowing how to keep your cool by breathing deeply, allowing yourself to learn from your misspeaks, and always being open to feedback will make each impromptu interaction stronger than the last.
Specifically, Abrahams encourages communicators to approach the Q&A as “a dialogue with audience members rather than dodgeball” (172). On page 173, he offers the ADD method as an acronym
A Answer the question: First, answer the question in a single, clear, declarative sentence
D Detail an example: Second, provide specific, concrete evidence that supports your answer
D Describe the value: Finally, provide the benefits that explain why your answer is relevant and salient to the asker
If you are pressed for time in a pitch competition, it is essential not to ramble through the Q&A. It diminishes your authority and your credibility. Instead, present answers as directly as possible. If a judge or investor is asking, that means they are ready for specifics that will help them make the best evaluation possible of your business. If you don’t know then say so. When you do know, support your answer with a single, concrete example that substantiates your claim. Remember the Q&A is no longer about what you want to say; it’s about what your questioner needs to hear to evaluate you, your business, and your team favorably. Provide a handful of focused details that help them do just that, and just in case the audience has not completely connected the dots, describe why your answer is a salient response to the question.
Abrams also suggests that even though you don’t know what might be asked of you, you should still prepare in advance. Practice your pitch enough times that you know it’s tight and you’ve already answered the basic questions that might be asked. Perhaps, you structure your pitch in a way that opens the door for more in depth questions you want to be asked and are prepared to answer but did not have time to address in the pitch. Another pro-tip he offers is asking yourself a question if no one has any. You might say, “People often ask____,” insert a question you are prepared to answer, and then satisfactorily answer it. It will usually inspire other questions and if not, at least one question will be asked and answered. Finally, don’t drop the mic and walk off the pitching stage when time is up. Conclude your Q&A by reminding the audience of your key message. Insert your tag or a takeaway before or after you say thank you and exit the stage.
Abrahams’ book is full of other tips about how to focus and structure spontaneous communication. I particularly like his What-So What-Now What structure than can be used across opportunities to introduce an idea to an audience, share why it is important, and explain what the audience should do with the information. This pattern as well as his problem-solution-benefit methodology may also be useful for pitch content as well as Q&A.
Think Faster, Talk Smarter is filled with tripartite lists, acronyms, and examples which definitely have made me sound smarter in spontaneous communication. Even if you don’t read it cover to cover, the book is an excellent reference for networking, speaking in meetings, making introductions, facilitating toasts, elevator pitching, apologizing, and of course, crushing a pitch Q&A.