This chapter shows you how important it is to match the style of your delivery to the needs of your audience. It outlines the four main personality types you are likely to come across and gives you tips on customising your style so you appeal to each type.In this chapter:
Different People Want Different Things
Pete wants the presentation to be short, snappy and to the point. Erika likes to ‘connect’ with the speaker and wants the presentation to be personal. On the other hand, Susanne wants it detailed, structured and precise. Leroy wants it to be fun and entertaining and the presenter to be enthusiastic. To be successful, somehow the presenter must connect with Pete, Erika, Susanne and Leroy’s different styles.
There is no one style of presenting which will be good for everyone in the audience. Often we fall into the trap of thinking that the way I like to be presented to is the best way to present. While your style is good, it will not always be appropriate. Not everyone wants the presentation to be short, snappy and to the point. A giant step in improving your effectiveness will be to recognise the dominant style of the group and adapt to this.
The following is a brief overview of the four main personality types with guidelines for customising your presentation to each. The difference between people is not minor – it is dramatic, it is as if we are from different planets.
Understanding The Four Main Personality Types
Go-Getters (Pete)These are assertive, high-energy, no-nonsense people who love to achieve and get things done. They have a direct style, call a spade a spade and sound as if they mean what they say. They are inclined to use absolutes (This will never work’) and are inclined to tell rather than ask.
Communication is often a one-way affair. They are inclined to be functional and get in touch only when they want something. They have little time for small talk and like their information concise, ‘one-minute-manager’ style. Bullet points often characterise this style. They are inclined to talk bottom line and ways to obtain better results. They won’t appreciate their time ‘wasted’ by long, drawn-out stories.
For these people less is better. Stand up, speak up, shut up and finish early. If you are including notes of your presentation, make sure there is a one-page summary, preferably with bullet points.
Go-getters are often found in audiences of salespeople, senior managers and entrepreneurs.
Some Dos And Don’ts
Do:
Get straight to the heart of the matter.
Speak with authority and confidence.
Be brief and to the point.
Use bullet points.
Talk benefits and solutions.
Give them useful tips and techniques, anything that
makes their lives easier.
Be time conscious.
Be positive and dynamic.
Make strong eye contact and use forceful gestures.
Make it ‘punchy’.
Don’t:
Spend long on the introduction.
Pad out time.
Be indirect.
Nitpick.
Give ‘chapter and verse’.
Be problem focused.
Start late or overrun.
Overload on detail or long explanations
Carers (Erika)
These are warm, sincere, sensitive people who are good listeners and who value quality relationships. They like to ‘connect’ with people. Small talk is seen as a way to bond with others. They are naturally interested in people and ask open questions of others.
They shy away from conflict and generally want to please.
They are not demanding and have an indirect style of communicating. They are usually quietly spoken and have soft, rounded gestures. They avoid drawing attention to themselves and are generous in their praise of others.
Carers need to connect with the presenter, so information of a personal nature will be appreciated. They need to see the presenter as a genuine, sincere person. They will want to feel ‘safe’ with you and won’t want to be singled out and certainly not ‘belittled’ in any way.
Carers are often found in audiences of nurses, social workers, counsellors and teachers.