Audiences Know What They Most Definitely Do NOT Want!


In today’s business world of ‘quality circles’ and ‘managing for excellence,’ the most successful individuals are usually 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, humor, organization 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”.

It is a mistake to think that just because face-face selling is rapidly being replaced by online conferencing calls the need to be able to present proficiently will disappear – it won’t. So why present?

Presentations allow us to:


•             Influence a group of important people


•             Gain consensus and commitment


•             Find out who the real players are and the real status


•             Set ground rules for a major sale


•             Make a lasting impression of professionalism


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 judgment 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 plausible, 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.


News: IF you only attend one more online webinar this year and IF you are serious about stealing a march on your competition, then I urge you to register for this free event next week, presented by Herrmann International. It is ground-breaking – pioneering even. You will find the details here

I rarely make recommendations of this nature, but I am so impressed by HI’s work, I felt compelled to tell you about it. Knowledge is for sharing, isn’t it?

The Top Sales Magazine will definitely publish today, so do pop back later on to check. Just making some last minute changes – it is a great edition this month and I think you’ll love it.

I managed to get my hands on some new software yesterday, which is superb – Peerius – if you ever wondered what customers and prospects do when they arrive on your site, you must check this out. They offer a range of solutions and I am finding it all highly fascinating.


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