Most people already have the skills. They have good ideas, opinions and things to say. I just try to help bring all that out of them in a way that’s confident and that connects with others.
What selling film, volunteering and ceiling fans have in common.
I’ve sold film to TV buyers. I’ve sold volunteering to big banks. I’ve sold ceiling fans to architects and building owners.
Throughout the thousands of people that I’ve met — their jobs, goals, interests and needs have often been different.
Here’s the beauty of it though. They still all have goals. They all have interests. They all have needs.
Once I recognized that — I realized that the fundamentals of selling, presenting — they’re the same. I learned that it’s about connecting with your specific audience, building trust with them and getting excited about what you do.
How do you do that? It starts with relevance. When someone feels that you’re speaking to them, that you understand them, that you care about them — that’s when trust is built. And when trust is built, that’s when people listen.
I knew that the TV buyer wanted the content that would boost her ratings, that the big bank had a corporate social responsibility to uphold, and that the architect wanted his building to be energy-efficient, aesthetically pleasing and comfortable.
Yes, your audience will often be different - but remember - they ALL have goals. They all have interests. And they all have needs. So, learn them.
Once you understand how you and your message are relevant to them, then you’re ready to sell fans, film or anything else!
Being Authentic > Being Polished
Don’t try to be Obama, Oprah, or a young Bill Clinton — be you.
When I give my presentation skills seminars, I put a massive emphasis on finding your authentic voice — because guess what — people connect with real people. I want to hear the girl who speaks passionately about something just as she would to a good friend, not the girl putting on a performance for her audience.
Your audience will forgive you if you’re nervous, or if you lost your wording — but they won’t if they sense you’re faking it.
Yes, there is significance in bringing polish to your speaking game, but that’s not what builds trust and connection with your audience. It’s not what breaks down barriers and humanizes you.
What does win audiences over though is when you know your material, when you’re passionate, and when you’re authentically you — so speak like yourself.
Now, go kill it ;)