Update: It's pitch black. Thousands in attendance. Everyone is focused on the big screen. The rock group Rush is ready to perform their next song Tom Sawyer with a little boost from Lil' Rush. This is one of the funniest and most creative lead-ins to a song I've ever seen.

Uploaded on Youtube and only a minute long, this rendition from the folks at South Park made an ordinary song intro — EXTRAORDINARY. Caution: some adult language. This small addition will stir your creative juices. You'll bounce around ideas that will leave your customers wanting.

Feature Article: Holding Sway or Falling Prey to the Q & A

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Holding Sway or Falling Prey to the Q & A

Dear Associate,

August of 2006. It happened in a small conference room with roughly 17 professionals seated around the table. I was giving my first business presentation for a small, local Chamber of Commerce group.

I was boiling hot inside my suit. My face turned beet red. I was gasping for air.

Afterwards I thought it went fine. I didn't faint. But then I did the unthinkable...

I asked the group, "Are there any questions?"

Do you know what happened next?

They raised their hands.

I thought to myself, "Why did I do that for? What will I do if I trip up over the answers? And how can I ever show my face again if I've embarrassed myself?"

But these were the wrong questions to ask...

Because if you want to appear as a leader in your field—someone who people trust and want to partner in business with—you must give answers that satisfy your audience. You must appear to have knowledge they can't easily download off the Internet. And they must believe you can help solve their problems.

To do this you must answer with confidence. Your body language must show you're in control. But you also don't want to appear as an arrogant know-it-all. Still, you don't want the Q & A session to get away from you.

You can hold sway to the Q & A by:

1) Showing interest. The main reason you speak is for the benefit of your audience. If they have a question it means they are interested in your topic. Return their interest by being enthusiastic and upbeat. Look into the questioner's eyes and invite the whole audience in when you answer. This will continue the "community" you created at the beginning.

2) Taking control. You can limit the amount of questions, the time allotted for questions, and when questions are allowed. If a questioner raises his hand during your talk, you can direct him to save his question or comment for later. If she asks about a subject you haven't covered yet, tell her that will be covered in a later section. Or if she wants a very involved answer, you can direct her to a resource. Losing control here could push you pass your time and make you appear amateurish.

3) Ensuring clarity. At times you may not even understand the question. And neither may your audience. You can rephrase it by asking, "Did you really mean to ask...?" Or you can turn it back to your audience with, "Did anyone here have a similar experience?" This audience participation helps them stay involved with you and helps you get another angle on the unclear question.

4) Working with a microphone. Guarantee that everyone hears the questions. Especially if you are recording the event. Have an assistant hover the room with an auxiliary mic. If none is available or if people didn't hear the question, you can repeat it from the podium. Repeating the question also buys you a little more time to give your best answer.

5) Filling dead space. If there's silence during your Q & A, you could engage people with one or more questions you are often asked. This breaks the stillness and may stimulate audience members into participating. Another way is to have questions sent to you beforehand. Then you can begin with, "Debbie from Human Resources asks..."

6) Giving power answers. A direct answer may not have a lot of staying power. Think about answering with a story, a case study or an experience you had. How you struggled with the problem before finding and applying this one powerful solution. Using examples carry more impact and create a stronger bond to your solution than a direct answer.

7) Fishing for answers. You'll get some questions that have nothing to do with your topic. You can suggest talking at the break. In some cases, if pressed for time, ask those to write down their most pressing question on paper and later, send them a link to a webpage with the answers. This also allows you to direct them to other links that offer your other resources. This is a great way to keep control of the Q & A.

When you get good at the Q & A, people will garner you with respect and admiration. They will admire your expertise and become more open to your advice. And if you can be entertaining during your Q & A, it's very likely the meeting planner or company decision-maker will ask you to come back again, and again.

Warm regards,