Depth of Understanding

When speaking to an audience you need to understand them on three levels.

Level 1 – Logistical – Who are they and what do they do?
Level 2 – Motivational – what do they want?
Level 3 – Behavioural – what will they most likely do before, during and after your presentation.

Level 1 determines what you could sell to your audience, but it’s levels 2 & 3 that are important for influencing.

Level 2 tells you why they will listen, and buy from you. It will help you identify their trigger points so you can hone in on them.

Level 3 will guide their actions. What they will do once you’ve spoken to them?

If you are presenting to sell your services, it is important to know what your audience will do, after you have finished speaking to them. Are they likely to give an order number on the spot or will you have to wait a week? If you have to wait a week, how will you stop that blowing out to two weeks, then three, then six…?

Having a strategy in place to understand all three levels will make your job of speaking to sell easier.

As always, would love your thoughts on this. Please leave a comment below in the comment section.

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