COMMUNICATING WITH THE INTERGEN JURY

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IT'S WHAT THEY HEAR & SEE

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"Simplicity
is the
Ultimate Sophistication"

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LAWYER BOO BOOS

• "How come..."
• "W" questions
• "Explain"
• "Agree with...?"
• "You don't mean to tell us...!"

RX FOR CX

• Be the SAME person
• Return to HOME Base
• Quibble NOT
• TEACH not preach SHOW not Tell
• SIMPLE answers to simple ??s

NEVER

• Argue
• Advocate
• Avoid
• Attack
• Lured out of your field

ALWAYS

• Courteous
• Cool
• Collected
• Collegial
• SMILE

TRICKS OF THE TRADE

• Control & Command
• Lead Lead Lead
• Get "yes" 500x
• "Agree with me that..."
• Take away POWER ("didn't do...")

MESSAGE

ACCOUNTING EXPERTS

• logical
• responds to data
• problem focused
• collects data, analyzes
• reach conclusions logically based on evidence

JURORS

• emotional ( affective)
• respond to IMAGES
• people STORY focused
• use life knowledge
• DON'T CARE!!

Real people
use their knowledge
how LIFE works
to sort out
WHAT HAPPENED
&
to JUDGE

Real people
use
EVIDENCE
to
JUSTIFY
their
EMOTIONAL CONCLUSIONS

CONNECT

What is Expert "Teaching"?

BACKGROUND (person)
BASES (foundation)
OPINIONS (explain)

Teacher
"One who GUIDES
IMPARTS knowledge
INSTRUCTS by
Precepts Example
&
Experience

PERSUASION
Ability to Change Attitude

Dependent on:
Speaker's Credibility & Likeability
Understanding of Audience
How Message is Framed

WITNESSESS CRASH & BURN?

• NO Home Base
• Defensive & Agressive
• Won't ANSWER the ?
• Show-offing
• Talking AT not "FOR" them

NO CREDIBILITY

CREDIBILITY

EXPERTISE

• Knowledge
• Experience
• Fair-minded
• First-hand knowledge
• CONFIDENT

JUDGE CREDIBILITY

LIKEABILITY

TAILOR THE MESSAGE

Analogize & Bundle
counterintuitive info
with
Concepts and Info
the
Jurors BELIEVE In

Emphasize Issues Jurors Understand

"Complex financial transaction" case
Is
"Trying to get something for nothing!"

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