Wharton School of Business, University of Pennsylvania
The Wharton School of Business did a controlled study of a presentation to persuade people to invest their money in a new business.  In that study, Group "A" told their story sitting down talking across the table.  When it was over, 58% said, "I will sign up for that business proposition."  Group "B" used the same facts, the same numbers, and the same statistics.  Everything was identical with two exceptions:  First, the presenter stood up, and second, the presenter used visual aids.  Now, not 58% but 79% said, "I will sign up for that business proposition."  Moreover, the presenter who stood up and used visual aids was perceived by the audience as being more professional, more persuasive, more credible, more interesting and better prepared.  There are also significant fringe benefits to giving a presentation using visual aids:

1. Learning is improved up to 200% - Study at University of Wisconsin
2. Retention is improved up to 38% - Studies at Harvard and Columbia
3. Time to explain complex subjects is reduced by 25% to 40% - Study at Wharton School of Business

• Build an evidence book that is first class and constantly updated so it is always your best representation of yourself.
• You may not use it on every meeting, but it sure is nice to have - Take it with you every time.
• You maintain control of the evidence book as you present it so that you can walk the prospect/client through your key points.
• Don’t present to your evidence book.  Present to the prospect/client calling their attention to the piece of evidence you are presenting.
• You can make a fantastic living with five to six great stories around five to six great pieces of evidence, so don’t ever think that you have to have too much in your evidence book.
• Get out of the box and put nontraditional pieces of evidence in your evidence book to spice up your presentation.
• Carry extra evidence with you to give to prospects/clients as a silent sales person when you’re not there.
• Remember that your evidence book reduces prospect’s/client’s doubts and skepticisms.  They may hesitate to believe what you say, but your evidence may be so overwhelming that they still do business with you.