Communication is a critical component of almost any day-to-day activity. Your audience might be a group of clients, a customer in your store, your team, or just the most significant prospect you’ll ever land.
1. Know Who You're Speaking To.
Too many people wing it. They think they know their audience - but they find out they’re WRONG. It’s happened to me.
Be prepared. Learn their background, where they’re coming from, and what they really want.
Times are changing rapidly – people’s attitudes and beliefs have radically changed in the past two years – you can’t just speak to them like you always have.
2. What Is Their REAL Problem? Burning Issue?
Understand your audience's issue, not your issue. What are they struggling with, what is their pain point, where do they need help?
Collect your thoughts in shorthand as they talk. They will be all over the place, but soon you’ll hear a pattern; they’ll keep circling back to the same issue. Now stop right there. That's probably NOT the issue. It would help if you asked probing questions to get to the real issue. Don’t jump to the solution; you are in the ‘problem collecting’ phase.
Leave time to reflect on your conversation. Go back to what they think the problem is, but more importantly, what is going on based on your vast experience. Now you can work on the solution and develop a positive path to success.
3. Speak Their Language.
Stop with the acronyms and fancy industry terms. It doesn’t make you sound intelligent. Just the opposite – your audience will shut down.
Keep it simple – talk in their language – especially when you're trying to move them to your way of thinking.
When you're selling, negotiations, significant changes in business strategy, or selling an expensive item/package – ensuring your audience UNDERSTANDS is paramount.
4. Next Steps.
You've listened and communicated; now, you need to communicate as clearly as possible.
Make your next steps SMART – Specific, Measurable, Attainable, Relevant, Time-Bound. This will be great for you and your client.