Novice expert: to believe or not to believe-that’s the catch
Alexey Milovanov gives advice to novice speakers who have recently started actively speaking in front of an audience, how to build communication with the audience and how to win their hearts
Many people believe that to perform in public-webinars and master classes, you must have incredible results and a lot of successful cases with VIPs. This is not so: everyone once started from scratch and gradually grew, gained fame, earned authority. A beginner can also win over the audience! Its main task is to learn how to quickly gain the trust of the audience, because the peculiarity of such events is that you need to win over the audience for an hour and a half.
When a little-known speaker speaks on stage or on the screen (if it is a webinar), the audience will not only listen to him, but also track his facial expressions, emotional manifestations, behavior, and evaluate his ability to speak and answer questions.And what impression they get will depend on whether they trust you. And it is important to prove yourself as a worthy specialist and as a person. In order to connect with the audience, I recommend these tools:
“We” frame: be in tune with your audience
As you know, people believe more in those with whom they are “of the same blood”, who are similar to them. That’s why it’s so important to be one of them (but with more expertise in your topic). Before you meet with your audience, analyze and create an “average portrait” of your potential client. Think:
Who is your audience?
What kind of lifestyle does it have?
Who are these people by profession?
What style of clothing will be most acceptable?
What is appropriate and what is not?
If you are like your CA, she will have more reason to trust you. In psychology, this is called “adjustment”. It can be on different levels. For example, in appearance: for example, designers or musicians may be repelled by business style, and security officials will consider business casual frivolity, and so on.
Or on the pain and needs of the audience: if people came to you who want to increase conversion, tell us how you overcame these difficulties. At my events, I always admit that I could not collect trainings at the time, because clients refused to make prepayments. And telling how you were able to overcome them, you will earn even more respect. They draw a parallel with their lives and understand that they also want to succeed. Raise the topics that really concern your audience, and then trust will be formed by itself.
Contact? There is a contact! Conduct dialogues
Sometimes excitement makes the presenter clamped, and instead of normal human facial expressions, he has a serious tense face. In fact, this only increases the distance. And emotions add warmth to relationships. Smiles, open gestures (within reason, of course), sincerity. If you are in the audience, you can go down “to the people” at the very beginning, ask a name, ask a question, give a microphone to answer. And if this is a webinar, ask where your audience is from and what they expect from the event. All this will make your communication as close as possible energetic. You will become not just a lecturer, but a part of the audience, which will earn” bonuses ” of trust.
But it is not only important to “enter the process”: include blocks of communication with the audience in your speech (but do not do it spontaneously, it is important to follow the rules). Discussions, dialogues, communication, sharing-all this gives people the understanding that you care about them, that you are interested in them. And, of course, you need to be sincere in this. If you are indifferent to people and their problems, then, sooner or later, this business will say goodbye to you. What I’m telling you is not manipulation. This is more of an emphasis: at the beginning of his journey, the speaker wins the favor and love of the public, and then, when he is already a recognized authority, this stage will be shorter or not necessary at all.
Share your failures
Do not hesitate to talk about your mistakes, tell us about the problems that you had to face. People appreciate when an expert not only praises, but also shares failures. If you are very worried (for example, speaking for the first time), say so — do not be ashamed to admit it: to speak publicly is trembling/anxious/scary to everyone in one way or another. You can even joke that it is more difficult for you than for the audience: you also see everyone for the first time, but the audience has the numerical advantage. Humor in General always disposes people to each other. Among the speakers, there is a story about one speaker who spilled coffee on himself one minute before the speech, and poured himself, poor man, in the most “inconvenient” place (fortunately, the drink was not hot), but this was still half the trouble: he was wearing a snow-white suit. So the resourceful man said: “Meet me, this is me. And this (pointing gesture) is my coffee.”
The quality of the audience, come near “gracious host»
The hall, the platform, the surroundings (and in the case of a webinar — the situation) also create a first impression. The audience always assess the space, some consciously, some not: comfortable/uncomfortable, high-quality/low-quality, professional/unprofessional, like/dislike. And this is transferred to the impression of the coach: either positive or negative on an unconscious level. While you are not yet in the Forbes list and your potential client, there is no possibility to check you in, add a “points” good luck on the criterion of hospitality: quality (quite spacious, not stuffy, ventilated) room, nice warm light, comfortable chairs and so on.
Truth, truth, and nothing but truth: be sincere
I am always for honesty in business relationships. I tell the truth myself, and I encourage my clients and listeners to do so. If you understand that a potential customer’s” request ” is not from your area, tell them directly. I even advise you to analyze the audience in advance on this score. In any case, such useless, almost imposed sales, on the one hand, “minus” from the point of view of marketing (most often, after thinking, a person refuses to buy, even in the case of prepayment), and on the other-the person will remain dissatisfied, will not recommend you to colleagues, friends and acquaintances. Honesty, objectivity-always help you: not only this person, but the whole room will see that you do not have a passionate desire to sell your services in any way.
Be sincere in answering questions: if you are not ready to give an answer, say that you need to prepare for it. So you will prove yourself as a normal, living person, and as a professional who is ready to help solve the issue.
This, of course, is not all methods: it is impossible to describe the entire method in one article. But in any case, they will be useful to you and help you make friends with the public, give you a trump card that will eventually lead you to recognition. Remember the main thing: if you are an expert and you have internal results, you can always demonstrate that you can be trusted!
And since we are talking about interaction with the audience, it is fair to mention that at the time of the speech, in addition to creating a trusting atmosphere, it is also important:
Demonstrate your expertise: clients work with professionals;
Generate sympathy: people collaborate with those with whom they are pleased to be in contact.
I will tell you how to do this in other articles. Successful sales to you!