Tune into WIIFM

What’s your audience’s frequency?  What’s the station that your customer is listening to?  What channel should you set your dial to?  I would bet and say it’s WIIFM.

Listening to WIIFM- dMann Training Technologies
Listening to WIIFM

When presenting to an audience you need to understand why they would want to listen to you you.  The question residing at the backs of their minds is “What’s In It for Me?” or “WIIFM”.  If you don’t give your audience a WIIFM, then they will quickly lose interest.  What this means is, you need to tailor your presentation to your audience- whether it’s a sales pitch or if you are presenting a facts or a proposal.

So tune into your audience’s frequency.  Is there a WIIFM?  Understand what your audience really wants before you develop your pitch or presentation.  This will give you a better chance of having your audience listen to you.  Your and audience and you will be on the same wavelength.

Gone are the days when you can simply stand on a soap box and give a presentation and expect a crowd to listen to you.  Gone are the days when you can show up at a customer’s door step with a fabulous new product and expect them to buy it.  If there is no WIIFM, then there is no reason you should have an audience or a customer would buy.

So how do you tune into WIIFM?  You need to know your audience.  You need to understand their needs.  You need to understand what they want to hear.

WIIFM- dMann Training Technologies
Tune into WIIFM

When developing your presentation, understand what your audience needs to hear.  Are they the kind that likes to see graphs? Then add graphs to your presentation.  Are they the type that likes to hear stories about how your product helped others?  Then tell stories.  It is very important that you understand your audience or customer before you give them a pitch or presentation.

But simply graphs or stories to your presentation is not enough.  You have to truly understand your audience.  You must give them a reason to listen to you.  You must help them realize that you kept them in mind when you developed your presentation. You must let them know what’s in it for them.  You’ve got to tune into WIIFM.

Thanks for reading this piece. Have you used WIIFM in your work or presentations?  How have you used it? Please leave your thoughts in the comments.  If you liked what you’ve read, please don’t hesitate to share this with others. You can also contact me at jerrydmann@dmanntraining.com

 

Be A STAR Communicator

Be a STAR Communicator

by Gerald Jerry George, MBBS MBA

Several years ago, I was introduced to something that was intended to help a person with job interviews.  It is called the STAR technique.  I later learned that it can applied as a communication tool in many ways.

In case you aren’t familiar with it, STAR is an acronym for Situation, Task, Action, and Result. I was told that this is a good way to explain how you approached a project discussion during an interview. But I quickly learned that this same technique is a great way to communicate your ideas to others.

STAR communicator
Be a STAR communicator

Let’s break it down…

Situation

When you have an idea, sale, or a project that you want to relay to another person, it’s not enough to impose your thoughts on them and expect something.  By using the STAR technique, you lay the foundation by explaining the situation at hand.  Whether it’s your idea, a sale’s pitch, or a project you are leading, by explaining the situation that needs to be addressed, you much likelier to be understood.

Task

Once you have laid the foundation by communicating the situation, you can now discuss what needs to be done, i.e. the tasks at hand.  This will help communicate what roles and jobs may need to be developed.  By discussing the tasks, it will be easier to communicate what actions and results are expected.  For example, if it is a sale, this helps explain who would benefit from the product or service.  If it is a project you are leading, this will help communicate the various roles that need to be filled.

Action

This communication piece will help you describe the duties needed to be completed in order to be successful.  In a sales situation, this could be the fact that the customer needs to sign on the dotted line.  In a project situation, this would be the actions each member would be taking on in their prescribed roles. If you are pitching an idea to a group, this will tell them what actions need to be completed in respect to the tasks at hand.

Result

This is the bit of communication that people look forward to.  If you are selling something, they want to know what’ in it for them if they made a purchase.  If you are leading a project, then what is the end goal?  If you are pitching an idea, then it simply makes sense to explain the end goal of the project.

I hope you found this twist on STAR intriguing, and even helpful. Have you used the STAR technique before?  What are some ways you have used it?  Please leave your thoughts in the comments.  You can also contact me at jerrydmann@dmanntraining.com . If you’ve liked what you’ve read, please share it with others.  Now go other there and be a STAR!

 

 

Self Perception Trumps Good Performance

Self Perception Trumps Good Performance