In today's business world of 'quality circles' and 'managing for excellence', the most successful individuals are often accomplished presenters.
That's because a successful presenter is more than just a fact dispenser - he or she really knows how to communicate with their audience, someone to whom people listen. The effective speaker in business, just as in the political arena, is the one who can make people hear the facts and believe the message.
Unfortunately, public speaking is not something that comes naturally to most of us. Without prior training in the basics of timing, body language, humour, organisation and all the other skills that go into the act of public speaking, even the smartest, liveliest and most articulate individual can wither in the glare of "the spotlight".
So What Do Audiences Want?
• To feel you 'know your stuff'
• That you look the part
• That you respect them and acknowledge their situation and views
• To find what you say links with what they want from you
• To have sufficient information to make a considered judgement about what you say (they will 'weigh it up')
• To be clear about any action necessary - at the end
And above all to find it understandable, interesting and a good fit with the audience and the occasion.
And In Summary: What They Most Definitely Do Not Want?
• To be confused
• To be blinded with science / technicalities or jargon
• 'Lost' in the structure (or lack of it)
• To be talked down to
• To be made to struggle to understand inappropriate language
• To be made to make an enormous jump to relate what is said to their circumstances
And they do not want to listen to someone whose lack of preparation makes it clear they have no respect for the audience. As with most things in life, preparation and planning is everything.
It is important to remember that as the presenter or speaker, we are there for our audience, they are not there for us - we must earn the right by proving our credibility to be standing in front of them.
Today's News: I haven't forgotten the weekly Salesopedia interview: This week, Clayton Shold is talking to fellow Top Sales Expert Bill Sayers.
"Empowering Sales Mindsets"
"Bill Sayers is a huge proponent of sales professionalism. He discusses how the "sales game" has changed over the past fifteen years and what you need to know to be successful today. One of the areas he discusses is the importance of empowering your sales mindset and uses his Auntie Mildred as example. Listen to find out why! You will also hear his views on fear in the sales game and what you can do to mitigate those fears to be successful." Just click on the widget below to listen in.
Apparently I am a "Doyen"- I must be, because that is the second time The Customer Collective have described me thus. I quote:
"A sale in business is like a victory in sports. Sales doyen Jonathan Farrington, in one of this week's most read posts, echoed the words of Hall of Fame baseball manager Casey Stengel who said "ya gotta believe." Stengel took a bunch of rag tag has- been's and nobodies out of the National League basement and created the 1969 World Series winners, the New York Mets, by encouraging players to make it happen from the inside. Instead of imposing a culture of belief from the top down, it was bottom up, intuitive, a viral percolation of what winning was all about. The examples Jonathan Farrington provides in his post can be helpful to all who strive to take their sales game to the next level. They are, as Casey Stengel would have said... "amazin'."
Still not sure about "Doyen" though, but it's better than "John"
Tomorrow: We still have much work to do if we are to meet the JFC re-launch target on Tuesday. I am also looking forward to finding out who wins the May article of the month contest over at Top 10 Sales Articles. Keith Rosen and Nancy Bleeke are still slugging it out - last chance to vote
Have a great w/e - JF
Link to original post