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Accounting
professionals and the Accounting Education Change
Commission agree that communication skills are an
essential ingredient for successful accounting
careers. Communication skills take many forms,
including writing skills and the ability to
express ideas clearly and persuasively in
one-on-one situations. This semester, however, we
shall be focusing on two important aspects of
communication skills: the ability to operate
effectively as part of a team, and formal
presentations.
Formal
presentations by teams involve all the skills
that are required for individual presentations,
but also pose additional challenges in terms of
organization and time management.
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PROFESSIONAL
PRESENTATIONS:
SELLING YOURSELF
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In the classroom
environment, it may often appear that the main
purpose of presentations is to inform, to supply
knowledge, to teach. In the business context,
however, it is apparent that the primary purpose
of presentations is to PERSUADE. The accountant
is not selling used cars, or snake oil. All the
same, as an accountant you do have something to
sell: firstly, of course, your ideas, your
advice; but also, the services of your firm, and
the reputation of your profession.
Decisions are
frequently made based on perceptions. The key to
successful communication, then, is CREDIBILITY.
You need to be believed, so that you can persuade
people to take the actions you want them to take.
The best technical advice on accounting issues is
useless unless you are able to convince your
clients of your abilities and persuade them to
follow your recommendations. Usually, your
clients will not have the requisite technical
skills to judge your advice based on its
technical merit thats why they need
you so, of course, their views on your
technical advice are influenced significantly by
their impressions of you. People buy people.
Studies have
shown that in face-to-face communications three
critical factors affect believability:
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VERBAL: the message
itself, what you have to communicate
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VOCAL: the variety,
projection, and resonance of your voice
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VISUAL: what people
see, specifically in your body language.
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The following were
the percentage values for the impact each factor
has on believablility:
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VERBAL 7%
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VOCAL 38%
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VISUAL 55%
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To summarize:
accountants make presentations in order to
persuade clients to take desired actions. The key
to success is credibility. 93% of the impact on
credibility is nothing to do with the technical
content of the presentation.
It is clear that
communication skills are not just a matter of
appearing slick or "professional." They
represent the difference between pointless
embarrassment and successful professional
practice. Persuasive communication is achieved
when the message is received, understood,
accepted and actioned.
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PREPARATION
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Successful
presentations are not improvised like brilliant
violin cadenzas. They are the result of careful
(and, if necessary, painstaking) PREPARATION.
Often a vital component of that preparation is
PRACTICE. This is not just a matter for
inexperienced students. Successful partners in
major CPA firms and CEOs of large corporations
will often rehearse important client
presentations. Why would they not, when millions
of dollars are at stake? Nothing is more
important for confident presentations than the
feeling of having at least some control over what
is happening, and what is going to happen next,
as the presentation proceeds.
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In preparing for a presentation:
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Know your
audience(*) and consider
the listeners point of view:
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I am important and
want to be respected.
Consider my needs.
Will your ideas help me?
What are the facts?
What are the snags?
What shall I do?
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Decide the
objectives of the presentation and the action you
wish to happen afterwards.
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Design the structure
of the presentation; e.g.,
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Introduction
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Articulate your goals
Establish the credibility of your presenters
Create expectations of how your presentation will
proceed (and then meet them!)
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Beginning
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Capture the audiences interest
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Middle
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Make your arguments clearly
Support arguments with any necessary facts or
evidence
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Conclusion
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Summarize your presentation
Close with positive impact
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Decide on the
content:
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What needs are to be
met?
What are the benefits?
What are the likely objections?
How can they be overcome?
What action is required?
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Decide on the
presentation methods to be used:
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How will the points
be made (description, analogy, example, etc.)
What visual aids will be used?
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Decide on the
timing, both overall and for individual sections.
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Prepare notes that
you can easily read without peering.
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* Do not forget that
your primary audience when making presentations
in class is your fellow class members NOT your
instructor.
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CONDUCTING THE
PRESENTATION
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Remember that your
success depends on creating credibility not only
through the message that you have but also
through its delivery. With an air of quiet
confidence, you want to project openness and
involvement. When you are open, others perceive
you to be more confident, receptive and
believable. Now you need to involve your
listeners so that they hear and remember your
message despite any other stimuli or
distractions. Here are some things to think
about:
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Posture:
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When standing, stand
straight with your knees relaxed and your weight
and energy forward.
When sitting, lean forward slightly.
Move about purposefully, walking toward people
and engaging them; do not wander idly.
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Gesture and
expressions:
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Use natural gestures
to show personal impact and enthusiasm: do not
suppress them or exaggerate them.
When not gesturing, rest your arms at your sides
in a natural position: avoid "fig leaf"
postures or "parade rest."
DO NOT FIDDLE with pens, loose change, rings,
laser pointers or other props.
Use appropriate facial expressions.
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Voice:
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Be sure you reach
all listeners; use a microphone if necessary.
Use vocal projection to create attention and
focus.
Relax and let your voice out rather than pushing
it out.
Breathe to tap the source of your vocal power so
that you can project without straining.
Vary your sentence length, pitch, tone and pace.
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Eye communication:
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Maintain 3 6
seconds of eye contact with each listener.
This helps to focus your thoughts as well as to
engage listeners. Fleeting glances do not count:
they suggest insincerity. Practice this when you
are with friends; 4 seconds is longer than most
people think. Try counting: "one, one
thousand; two, one thousand; three, one thousand;
four, one thousand."
Proper eye contact is the single most important
presentation skill to practice. Many people do
not find it natural at first: work on it.
Finish a thought or sentence with one person or
portion of the audience at a time before you move
on.
Focus on individuals, but from different parts of
the room.
When seated, remember to include the people
sitting close to you.
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Language and pauses:
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Be brief, pointed
and specific in your language.
Pause silently rather than use "filler"
noises.
Create word pictures to help your audience
visualize your points.
Use vivid, specific language, adjectives and
verbs to make your presentation come alive.
Use questions as well as statements, metaphors,
similes, examples and analogies.
Pace the presentation so that it gathers momentum
towards the end rather than fading away: have a
climax.
Summarize freely before, during and after the
main parts of the presentation.
Be enthusiastic throughout.
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Humor:
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Use personal stories
or humorous asides.
Keep humor appropriate and relevant.
Balance professionalism with your natural sense
of humor and fun.
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VISUAL
AIDS
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It should be
apparent from the comments so far that your
single most important visual aid is yourself.
Other visual aids may be useful in reinforcing
important points, but they are subsidiary and
should not be allowed to draw too much attention
away from you and the presentation as a whole.
Visual aids are most important in achieving
retention, since about 70% of learning takes
place through the eyes. Here are some sobering
statistics:
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information after: |
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3 hours |
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3 days
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| Speech |
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70 |
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10
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| Sight |
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72 |
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20
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| Speech and sight |
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85 |
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65
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A great deal has
been written about the successful use of visual
aids, including some contradictory advice. This
is too large a topic to be covered in detail
here, and experience is a great teacher.
Nevertheless, here are some ideas:
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Visual media
suitable for audience sizes up to:
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| Flipcharts/whiteboards
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15
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| Overheads |
50
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| 35 mm slides
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200
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| Computer
presentations: |
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17 inch monitor |
8
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25 inch monitor |
13
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projection panel |
50
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desktop projector |
100
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Flipcharts or
whiteboards require no power source, can be
desktop size or larger, are easily modified or
prepared freehand on the spot, and can be shown
in daylight so that the audience can take notes.
They are expensive to have professionally
produced, are not easily portable if large, do
not facilitate masking, and usually require an
easel.
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Overheads can be used in a lit
room, give a large picture from a short throw,
can be handwritten during the presentation or
altered at the last moment, are used while facing
the audience, and can be masked or overlaid.
However, the equipment can obscure the
audiences view, and overheads require a
suitable screen or wall, and suffer from
"tombstone" effects unless the screen
is angled.
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35 mm slides make a very
professional impact, can be operated by remote
control using neat, compact equipment and give
accurate color reproduction. They require a
darkened room and a suitable wall or screen, and
need a long throw unless a special lens is
available. Masking is not facilitated, last
minute modification is not possible, and it can
be difficult for the audience to take notes.
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Computer facilities for
generating visual aids now offer new combinations
of advantages and disadvantages. The major
issues, however, continue to be legibility,
flexibility, equipment and cost.
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Look out for the
following:
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Is the font size
sufficiently large?
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Is there sufficient
contrast? Light text on dark backgrounds works
best for 35 mm slides and computer images; dark
text on light backgrounds is preferred for
overheads.
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Dont write on
the bottom third of flipcharts or whiteboards if
they cant be seen by everyone.
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Dont put too
much information on one visual aid.
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Allow the audience
sufficient time to read what you do display.
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Say more than you
show. The audience can usually read, and you
dont want to be redundant: this is YOUR
presentation!
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Do not show poor or
illegible slides and then apologize for them.
Excuses are not credible.
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Use color to:
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Attract attention
Add vitality
Increase willingness to read
Add emphasis
Indicate structure.
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Do not use color
indiscriminately; dont use too many
different colors at once.
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Use different fonts
for contrast and emphasis, but maintain a
consistent use of typefaces throughout the
presentation to establish continuity and
sophistication. Too few fonts are better than too
many!
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TOO MANY WORDS IN
UPPER CASE ARE HARD TO READ AND SLOW THE AUDIENCE
DOWN. USE UPPER CASE FOR TITLES AND OTHER KEY
WORDS, BUT OTHERWISE USE LOWER CASE.
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A picture paints a
thousand words. Use charts and images where
appropriate.
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Remember that
simplicity highlights important concepts, aids
understanding and facilitates recall.
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Proper balance looks
organized and neat, distributes elements for
clarity and achieves emphasis by placement.
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Proper balance looks
organized and neat, distributes elements for
clarity and achieves emphasis by placement.
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Do not look at the
screen behind you while you are addressing the
audience. Look at the projector if your are using
overheads, or the computer monitor if you are
using computer images. Otherwise, refer
discreetly to your notes.
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Pause if you need to
work with the equipment, and continue only when
you are ready.
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Do not wave vaguely
at the screen. With 35 mm slides, use a laser
pointer. With overheads you can point at the
projector but be sure the pointer touches
the plattern; dont just wave over it!
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Only show visual
aids when you want the audience to read them.
Otherwise, cover them up or turn them off.
Consider using blank slides or flipping the
overhead projector mirror down. Do not leave the
projector on when you have no overhead to
display.
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Remember that
handouts can be used as visual aids, as well as
serving as reminders after the presentation is
over. Be aware that audience members will be
tempted to read anything you give them, possibly
as an alternative to attending to your
presentation.
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Be careful where you
stand so that you do not block the
audiences view.
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If possible, work
with the lights on.
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Be sure that visual
aids are in the right sequence.
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Be sure you have
backups: spare bulbs, fuses, notes, paper copies,
overheads (if you plan on using computer images),
etc.
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Practice.
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If things still go
wrong, laugh along with the audience. Sulk later
in privacy!
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Remember that visual
aids are not the presentation. YOU are the
presentation.
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QUESTIONS
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Plan how you will
handle questions. Tell the audience whether you
want to be interrupted as questions arise, or
prefer to defer questions to the end. You may not
always get your way, but it helps to have a plan.
In team presentations you may wish particular
team members to handle certain types of
questions. Plan how you will persuade the
audience to ask any questions that you
particularly want to answer. When answering, be
sure that all members of the audience know what
the question is. Repeat it if necessary, but not
otherwise.
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GROUP PRESENTATIONS
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In addition to all
the foregoing, a few further points need to be
considered when making a group presentation. At
the heart of these is the need to give the
audience the impression that the presentation is
in fact a team effort, rather than a sequence of
short individual presentations. Ideally, of
course, a team will have worked extensively
together, and members will be sufficiently well
attuned to each others skills and interests
to be able to function seemingly effortlessly as
a unit. In reality, however, team presentations
are often essential steps in proposals for major
new assignments, where teams are assembled in
response to perceived needs of the prospective
clients, and have not necessarily worked together
extensively in the past. There is less received
wisdom in this area about how to succeed, but a
few pointers from personal experience include:
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Dont have team
members standing or sitting in front of the
audience unless they have an active role to play
in the near future.
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Dont have team
members in front of the audience unless they have
been introduced to the audience or will be very
soon.
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Be sure that all
team members involved in the presentation appear
to be contributing significantly. Audiences tend
to be skeptical of presenters who have nothing to
contribute.
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When team members
are presenting, be sure that other team members
who are still in front of the audience continue
to behave appropriately. Silence does not confer
invisibility, and the audience may be distracted
or distressed by inappropriate behavior. Sit or
stand still, do not confer unless absolutely
necessary, follow the presentation with apparent
interest, and do not draw attention from
speakers.
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Plan transitions and
handovers between speakers particularly
carefully. Fumbling the ball here does not create
a positive image of credibility. Do not leave
projectors on unless there are transition visual
aids. Try to avoid muttered private
conversations. Thou shalt not screw up thy team
members slides!
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Team players need to
know team members names even if they
only met in the parking lot just before the
presentation!
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In team
presentations, it is usually best to be clear
about who is in charge, and especially who will
"manage" audience interactions. This
needs to be done carefully, however, because a
team member who appears to lack authority even in
his own sphere may also lack credibility.
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GRADING OF GROUP
PRESENTATIONS
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Group presentations
will be graded based on:
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Content
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Delivery
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Visual aids and
handouts
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Effective question
handling
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Time management
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Effective use of
team members
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Interest and
originality
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Overall impression.
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