Tensing Up: How Speaking In The Now Increases Persuasion

Convincing others that you can do something that you haven’t done for a while – maybe many years ago – can sometimes feel dishonest. But the fact is that you have done this, even though that was, at one time, a first.

This applies to breaking into markets in which you may not have previously had a foothold, responsibilities you haven’t undertaken for years or talents that have long been unused.

Sheepishly muttering during your pitch in Doha that you’d done business in Qatar some time ago, will be unlikely to win the deal. It simply doesn’t sound convincing enough. So how can you spin it without lying?

Shift to the present.

Here we look at how a simple tweak in your communication skills can increase your relevance and credibility in multiple situations.

The rationale behind the tense shift:

You may have worked with a particular company in the past but saying that you work in that sector now is more persuasive.

In his book, ‘Magic Words – what to say to get your way’, Marketing Professor, Jonah Berger describes an experiment he conducted with fellow prof, Grant Packard in which they analysed millions of online reviews. When people described destinations on Trip Advisor in the present tense, the reviewers were rated as more helpful. If tacos in a restaurant ‘are’ considered as tasty rather than ‘they were tasty’, people would be more likely to try them. This cut across music, products and services described in the present tense.

Gavin (not his real name) is the CEO of a health tech company that’s incredibly successful in the UK. His goal, though, when he hired me to help with his presentation, was to pitch for business in Spain. He did have a client from there 5 years ago. Through this client and his current research, Gavin realised that he could help them solve certain issues. Consequently, he was invited to speak at a conference in Madrid.  He initially stated:

We’ve worked with clients in Madrid.

I recommended he change this to:

We work with clients in Madrid.

After all, what was true once could be true again. What you’ll also notice is that the second statement sounds more confident than the first, and this will impact on presentation delivery – ironically, the issue that Gavin wanted to improve. The by-product of using language that creates greater confidence, when that’s what you need to project, will affect how you speak, from you body language to tone of voice.

Additional Applications:

1. Job Interviews: When discussing past roles or projects, framing them in the present tense can make your experiences seem more immediate and relevant. For example, instead of saying, “I managed a team at my previous job,” you could say, “I manage teams effectively.” It then makes sense time switch to the past when giving a specific example from the past. For instance:

“I manage teams effectively. For example, in my previous role at XYZ Company, I led a team of 10 on a successful project that increased productivity by 20%.”

2. Business Networking: When networking, using the present tense can create a stronger impression. For instance, saying “I have collaborated with various industry professionals” sounds less engaging than:

“I have collaborated with various industry professionals.”

3. Sales Pitches: Presenting your product or service in the present tense can make it feel more tangible and accessible to potential clients. Instead of “Our product helped many companies,” say:

“Our product helps companies achieve their goals.”

4: Social Communication: In everyday communication, this strategy can also be applied to build stronger connections and convey enthusiasm. For example, instead of telling a friend, “I enjoyed our last meetup,” you make the sentiment feel more current and sincere with:

“I enjoy our meetups.”

Where to act with caution:

You could be treading a thin line between promising a future state based on one past success that will set unrealistic expectations in your listeners.  Imagine if you’re in a pitch and you state:

Our software reduces operations costs by 30%, empowering businesses to save more.

That make the reduction sound as if it’s the norm and might be perceived as a false claim. Better, therefore, to turn the statement round to something more general such as:

Our software is known to reduce costs (by as much as 30%)

You can then add that the technology has reduced costs for a client by 30%, detailing where you helped them cut costs. This way you use the present tense to state the general truth and the past for a specific example.

To sum up:

Switching to the present tense in business, where it fits, conveys immediacy and relevance. You ditch the sense of reaching back into the past for relevancy and instead, place your experiences and successes as fresh and current.

This slight yet impactful shift can help bridge the gap between past accomplishments and present potential, which, in turn, positions you as an active, credible player in the market.

In addition, using the present tense adds greater sincerity to your social expressions so by adopting this approach, you’ll find it easier to connect with others and make a lasting impression, without sounding apologetic or overly-modest.

Your Actions:

1. Apply the Present Tense Strategy: Refer to the situations above, using the present tense to make your narrative more compelling.

2. Evaluate the impact: Note the shift in confidence that you convey.

Want to know how to motivate and persuade with effective communication skills training? Maybe you’re aiming to win funding or win over audiences, I’ve a variety of solutions for you or your people.

Book a free 15-minuted Discovery call with me here.

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