How to Connect to 97% of your Audience; Part 1

When speaking to an audience, how can you ensure you’ll reach them? How can you connect to each and every one of them? When you have to deliver a message to various individuals, they’ll be filtering what you say based on their different personalities, values, and communication needs. So how can you be consistent in getting your point across so you don’t get filtered out by any of them? If you can’t connect to them, not only will they tune you out, they’ll resent having their time wasted.

Welcome to Part 1 in our 4 part series "How to Connect to 97% of your Audience"

Cultural, gender and generational differences aside, these communication tips cover 4 specific areas you need to be aware of to get your point across to the diversity of personalities in your audience.

I have a quote “Find the need and feed the need”. When it comes to effective communication, you need to implement these tips so you can connect to them AND keep their attention.

1^st tip is to speak to the needs of the largest chunk of your audience members; the Motivating personality.

These are the people who are your natural ‘motivators’. It’s in their DNA. They like to get motivated; they like to motivate others; like an enthusiastic and passionate salesperson, politician, orchestra leader, coach. They are persuasive - and they are more easily persuaded themselves when you speak to their needs.

What’s their big burning question that you need to answer? Why. And the best way to answer their why is with benefits. The motivators are motivated by positive benefits. As they are listening to your message, be it subconsciously, their predominant filters are constantly searching and questioning for this.

“Find the need and feed the need” The Motivators in your audience will filter your message and form their concepts around how you address the benefits of Why. If you don’t address it, you’ll lose your impact, won’t connect to them, and get filtered out.

So in structuring your message, you can engage the motivators by answering simple questions such as:

What’s in it for me?

Why does this information benefit me?

How does it benefit my customers, the success of our business, the bottom line?

Why and how will it benefit my family, my relationships, life in general?

This is what will motivate them to connect to you and your message and in turn, the Motivators will rally around your message and embrace your point.

We’ve all heard that benefits sell. That’s why Part 1 of this series is about the tip that will engage the majority of the personality and communication needs in your audience. About 40% of your audience will be Motivators. The average speaker will engage 40% of the audience. A masterful communicator will have far higher odds.

Stay tuned for the other 3 tips to help you ‘nail it’ as a master communicator who can connect to 97% of their audience. Oh, and if you’re wondering about the other 3%? I’ll cover that in the 4^th part of this series.

LornaMcLaren
Training Specialist in Effective Communication, Conflict Resolution, Stress Reduction
LornaMcLaren.com
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When Aproaching an Unsuspecting Customer, Recognize When NO really means "Back-off now, or you'll never see me again"

No can mean many things when uttered by a customer. Yet when it comes to the unsuspecting customer, be extra careful.

An unsuspecting customer is someone who didn't come to you, you approached them.

Now of course, the worst case scenario of this is with phone calls to your home, unsolicited intrusions into your inbox or that 'knock' on your front door. Granted, these are intrusive and hard to avoid yet at least we can have a smidgeon of control by call blocking, spam filters, and signs on our property. I'm talking about those times when you are out in public and someone 'approaches you'.

We know we can't avoid being advertised to or stop people from approaching us in public yet it can be done with an element of respect and consideration. An example of this are kiosks in airports. You are walking along to get to your flight, you see them, they see you, they approach you to promote their product - you can simply smile and shake your head No and walk on by. The sales person respects the unsuspecting customer's privacy and disinterest (in a product they weren't looking for in the first place) and the customer respects the sales person for not infringing on their request to be left alone.

Now, I have nothing against a sales person giving it another attempt - I respect that. Maybe your customer/communication skills and passion for your product can inspire the interest of the unsuspecting customer. If you don't have those skills or, if you're only out for self-interest, look out! You and the product you are representing may never have a chance with that customer again.

Here's an example of where it went horribly wrong.

Yesterday, I was racing around town catching up on 'all those errands' that just pile up. Really hot out there maneuvering through traffic as I go from bank to mailbox to dry cleaners to grocery store, all the while resenting how much time this eats up in my day. I dashed into a healthfood store - the last stop, grabbed the vitamin bottle and went directly to the cash registrar.

There was a Sales Rep for a new product lurking by the check-out counter holding brochures. I knew she was going to approach me and I could tell she was not keen in her 'job'. Not wanting to be bothered dealing with an unskilled, unmotivated 'sales person' while trapped with her at the till while my purchase goes through, I tried to avoid the 'inevitable pitch' and do it in a way that was respectful for all involved.

The 1st time she asked me to see her product, I simply said

"I appreciate it yet regrettably, I have absolutely no time today. Perhaps later, just not today. Thank you for understanding." I thought that was pretty direct in a polite way.

Sales Rep: "Oh, I thought you were someone who was interested in their health."

Although I was surprised by her comment, she was in her 60's, probably unskilled in understanding the effects of how she words things and I wanted to be polite.

"Perhaps another day. Please know at this time, I am on the verge of a headache and I've a very hectic day. I'm sure you can appreciate why now is not a good time for me."

The Sales Rep continued to push her product. Incredulous! Since I teach people how to communicate with diplomacy, I thought I'd practice a bit more of what I preach even though I could feel an insulting comment bubbling to the surface. So, I turned to face her directly, steadfast engagement with her eyes and a slow, even tone said . . .

"With all due respect to you, please know - without a doubt - that now, is not the time to promote your product to me."

If she had respected my wishes, and just let me go, perhaps next time in that store, I'd check out the new product yet no. She pushed again to show me her product.

I left that store knowing I would NEVER COME BACK.

Shame on:
- the company who hired a Rep with no customer service skills and no desire to learn them

- the Rep who ignored the customer's pleas for the self interest of 'making a sale'

- the store employee who witnessed and allowed a customer to be harassed by an outside Rep

When you approach an unsuspecting customer, listen to what they mean when they say NO. If not, when it comes to getting their business (add music here) You're never gonna get it. Never, ever gonna get it.

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