A recent conversation with a member of a client’s staff, who was struggling to get his point across to another member of his team, reminded me of a quote an ex-boss used to say to me before client meetings:

“If they’re not listening, you’re not saying it right”.

And whether taken in the context of personal relationships, business negotiations / presentations or commercial marketing messages, the quote rings true:  We’ve all been in a situation where we’ve tried to explain our position until we’re blue in the face, only for it to leave our audience looking blank, confused, or at worst, upset and it’s easy to point the finger of blame at our listener. Maybe they’re a bit thick, stubborn, or not up to speed with modern thinking?  
Maybe, but think about it: people are rarely go out of their way to be difficult: it’s human nature to want to understand what others are saying, and get on with each other, so isn’t it just possible that the fault lies elsewhere?

Every marketer worth his or her salt knows that the most effective communication messages are those which resonate with the target audience. A tone that reflect brand values and recognises an audience’s needs is proven to generate more sales and brand affinity than a less thought out approach.  But how often do we carry this over into other areas of business? How often have you sat through a presentation from a potential supplier using terms unfamiliar to your business, referring to KPIs and goals not aligned to your own, and using case studies from industries which share no discernable similarities with your own?
And did they win the contract? Probably not.

How many times have you been on a date where the most beautiful girl (or guy) has left you cold because they were “boring” and you’d struggled to make conversation?  Chances are they’re not really that dull, but have a slightly different way of connecting with people which didn’t quite match your own.

Still with me?  Good. My point is this. Understanding your audience, be they a date, a potential client, or a nameless consumer, is key to a successful outcome. Sometimes, that understanding happens naturally, and you’ll both walk away with a warm glow, but why leave it to chance?

A little bit of preparation can go a long way. Preparing for a presentation for a major new client?  Check out their website and marketing materials, and pay attention to the language used – how do they refer to themselves and their products? What kind of language do they use?  Adopt this language and feed it into your presentation – using words they already use and understand will help them empathise with you and your services.

Know who you’re meeting with? Google them, check out their biog on the company website, or look at their linkedin page.  Again, look for things to build connections – do they have a hobby you can make an allusion to?  Is their background financial? Maybe add more statistics to the presentation. Are they the creative type? Maybe fewer words and more visuals would appeal to them.

(Disclaimer:  googling potential dates may not have the same success rate – cyber-stalkers aren't that desirable as life partners...)

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