Product Demonstration as a Wasted Opportunity.

To All Communi-Creators:

In the last week I have both presented and been presented to in the genre known as "the product demonstration". The presentation I delivered ended with a woman shouting a marriage proposal from the back of the room.

I couldn't believe it either. But it actually happened.

The presentation delivered to me was a bit different. It lasted just over an hour, only about 15 minutes of which was relevant in any way to anyone in the room. The balance was wasted time consumed by the presenter rambling on and on about their corporate history, their team's skill set and a range of product features which have no relevance to our company's business whatsoever.

So, what was the underlying, fundamental difference between these two events? Why did one end in a proposal for marriage and the other result in the audience begging for the pain to stop? Simply this, one speaker (me) understood their audience and what the audience wanted out of the presentation, and one speaker (the other guy) did not.

By tailoring my presentation to my audience I made maximum use of the opportunity and met their expectations. Because I told them what they needed to know, because I made my message relevant to their needs - I was rewarded. The person who presented to me did not align their message with the audience's needs and therefore wasted everyone's time, including his own.

What did I do to assure my presentation would align with the audience's needs? Simple. I asked what those needs were. I called in advance of the presentation, thanked them again for the opportunity to present and asked them what in particular would they like to know? They told me, and appreciated the fact I inquired.

Had the other speaker inquired as to our needs we could have told him we'd already researched his company, we were confident in the skills of his team and were most interested in viewing a particular set of features. Had he done this, his message would have been more on target and the results of his presentation would have been very different.

THE POINT: Don't waste a valuable opportunity by delivering the wrong message. Ask your audience what they want out of your presentation - and then deliver just that.

OK in the UK.

To All Communi-Creators:

I spent the last couple weeks across the pond in England, mostly in London and the surrounding areas, but also spent a few days in the lands of Shakespeare - which was inspiring. All in all it was a wonderful time during which I learned three things:

1. If you're not careful it's very easy to start faking an English accent.

2. That may not be a bad thing as proper articulation and pronunciation is the key to effective communication, especially with those who do not speak their words the same way you do.

3. Colloquialisms are local.

Regarding points one and two . . . This was the interesting thing about my time in England, I met travelers from many shores and though all of us were able to speak the same language - the many subtle variations in the way we spoke the language occasionally made communication cumbersome. While good listening skills certainly helped, being cognizant of this fact and subsequently speaking slowly and pronouncing words properly made it easier to get my message across.

Regarding point three . . . What I call "leftovers" others call "take-a-way". What I call a "pet peeve" others call a "pet ache". The use of these colloquialisms were fun to sort out, but when presented in reasonable concentration mitigated effective communication.

THE POINT: When communicating across cultural boundaries, even in the same language, pronounce properly and be aware the message you send may be received differently.