Page 121 - Great Communication Secrets of Great Leaders

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ASSESSING YOUR AUDIENCE
CHAPTER 7
That gesture broke the ice. Washington again won the hearts and minds of
his former soldiers. The coup was forgotten. Washington had defused a
volatile situation by reminding the audience of their shared past and their
shared values. No speaker can do more. It was an act of courage; moreover, it
2
was an act of leadership.
Washington had assessed his audience accurately, unlike our poor execu-
tive. To be fair, Washington had a previous relationship with his audience to
draw upon, whereas our executive was a stranger to his. Washington had
something upon which to build; our executive had nothing. Washington was
right to persevere, whereas our executive should have departed quickly rather
than try to talk over the disruption.
TV talk show host Oprah Winfrey is a modern master at assessing audience
wants and needs. As an experienced presenter, she has a sixth sense for what the
audience wants to hear. Her entire show is based upon meeting audience expec-
tations for information, emotion, entertainment, and sometimes insight.
Just as presenters have expectations for their presentations, audiences
have expectations of presenters. And there are things you can do to determine
those expectations and prepare for them.
FIND OUT WHAT THE AUDIENCE WANTS
The simplest way to find out what the audience wants is to ask in advance.
If you are invited to present, take time to find out what the audience is
expecting from you. Ask the individual who invited you. For example, if you
are making a sales presentation, ask what kinds of features and benefits are
most likely to be appealing to your audience. Does it want quality, effi-
ciency, cost, or all of these?
If you are speaking to an internal group, find out what its issues are and
find a way to weave those issues into your presentation. When you touch the
concerns of the audience, you demonstrate that you understand its needs.
Another means of determining audience expectations is to talk to people who
will be in the audience. Find out what is on their mind. Think of ways to relate
to their concerns without compromising your message.

MEET AUDIENCE EXPECTATIONS

Every presenter has an obligation to meet the audience’s expectations. In this
regard, you are like a singer or a musician who is hired to perform. The audi-
ence may not be paying you in currency, but it is paying you with something
more valuable—its time.