Some concepts are inherent to successful communication because they transcend the method of communication.
Take knowing your audience for example.
Should you know who you will be presenting your dynamic sales pitch to next week? Yes, you should. Should you know who will be reading the action-oriented, value-added report you are writing? Yes, you should. I don’t just mean their name and job title.
You’ve probably heard that “people buy from people they know, like and trust”. This sentiment is also true outside of a buy-sell product-related transaction. We tend to have more successful working relationships with people we know, like and trust.
By making a connection with our audience, we begin to develop a business relationship. We start to create communication bridges that connect us, so that we can find agreement, make decisions and move forward, with MUTUAL success.
So the question becomes: How will my results improve by knowing who I am writing to, presenting to or negotiating with?
Consider the internal auditor sitting across the table from an audit client in a closing meeting. These are not easy meetings, believe me. You have audit findings to present, which almost always mean more time and money need to be expended, and you want your audit recommendations accepted.
What is the best way to get results in this situation? Since the concept of “might is right” went out with the Knights of the Round Table, we need to look at how to persuade the audit client in a way that promotes win-win for the organization.
So before you write the next email, business proposal, or report, and before you walk into the next meeting, negotiation or presentation, consider these questions:
- What functional role does the person, or each person, have in the organization?
- Where are they in the organization’s hierarchy? In the decision-making process?
- What do you want them to DO with your information?
- What do they want FROM YOU?
- What are the benefits of implementing your recommendations?
- Which pain points will go away if they accept your position?
- Do they need detailed information or high-level information?
Tailor your communication by putting yourself in your audience’s shoes. Figure out what they need to know and give it to them in a way that is easy for them to take those key messages, decisions, and recommendations to the next level. By doing so, you will begin to build bridges that will result in benefits for years to come.
P.S. For more on how to persuade in communication, download my complimentary eBook from Quality Assurance Communication.
P.P.S. What are your thoughts about Knowing Your Audience? Share them on our Facebook page.
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Tracie Marquardt is a trainer, coach and consultant who has successfully helped HUNDREDS of professionals in Germany, Europe and beyond, to be more effective in their communication skills and to communicate more effectively in today’s global environment. Tracie’s passion is helping quality assurance and finance professionals to communicate key messages in important business situations clearly and concisely. This enables her clients to show the added value of their work and to be agents of positive change within their organizations. Communicating effectively in a global environment CAN be learned, be fun, and bring you what YOU might be missing: The power to inspire others to take action. Whether it’s for you or for your team, contact Tracie today for your complimentary Communication Assessment call.
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