Page 121 - The Voice of Authority

Informality is a big deal to many people because it feels
warm, fuzzy, and believable.

Turn Off the Hard Sell

Movie stars bombard us with how many dollars their lat-
est movie brought in at the box office. Brokers brag about
how many billions of dollars in assets they manage. Man-
agement consultants tell us how many organizations
they’ve pulled from the brink of bankruptcy.
Politicians can’t take a question on a natural catastrophe
anymore without using the occasion to push their agenda
for the Middle East. When talking to Wall Street analysts,
CEOs sound as though they’re running for the Oval Office.
Financial advisors explain estate planning as though
they’re auditioning for a slot as a talk show host.
People don’t talk anymore; they “influence.” Listeners
grow so weary of it that they tune out the hard sell noise.
Granted, the numbers count. Moviegoers, investors, and
clients want to see the track record of whoever is talking to
them—credibility hinges on competence as well.
But there’s an off and on switch. People tune out when
the switch locks into the “on” position 24/7. When it seems
as though the whole world is trying to impress us, it’s re-
freshing to interact with someone who’s just trying to talk
to us.

Be Authentic—with Praise, Questions, Greetings

Not all questions are meant to solicit answers. Often,
they’re meant to embarrass—and typically that’s apparent
to all in hearing range. The person with the red face and a
weak answer, however, is not the only one left with a dent
in his or her credibility.

Are You Credible? 109