Don't Overlook the Skill of Understanding Your Audience

I once saw a friend (who is an outstanding presenter) deliver a strong presentation that did NOT go over well. But he had done everything right:  prepared a strong narrative script, rehearsed appropriately, and presented flawlessly. Why wasn’t the audience convinced?

I realized my friend had focused on what he wanted to convey, not what would be compelling to his audience. But we know through sociology and behavioral psychology that different audiences require specific strategies to help you connect and persuade them. That is what my friend had missed.

Here the three most common audiences and the appropriate way you can use to communicate with them:

1. Friendly Collaborators Audience - They are completely amiable and aligned with you. They are engaged and collaborative, and they build on your ideas to make them even better. But sometimes the outcome is a warm feeling not accomplishment.

Strategy: Use personal connection and anecdotes to reinforce the connection but be sure to include a clear Call To Action and Next Steps that reinforce value and momentum. Move them from discussion to action.

2. Prove It To Me Audience - They are not in your camp, may lean toward other options than the one you are presenting, and may be very defensive. They do not give positive reinforcement through head nods and eye contact and instead display hostile facial expressions.

Strategy: Start with facts – especially those that are important to them, and get some agreement/head nodding. Successfully earn their consideration and respect to move from disbelief/detachment to common ground/agreement.

3. Going Through the Motion Audience - They are not choosing to be in this meeting, their presence is required. They are not vested in your presentation and are neutral in their body language. They will be watching the clock for the end of the meeting.

Strategy: Start by building relevance by articulating the value of the discussion for the audience and creating curiosity/engagement. Provide strong rationale and multi-level arguments that get them thinking. Move them from apathy towards interest and motivation.

Next time, leverage these Audience Strategies to walk away feeling successful - not disappointed.