www.bluteaudevenney.com Communicating to Connect with Your Audience
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Communicating to Connect with
Your Audience
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The world is increasingly complex, competitive and
fast paced.
It is crucial to communicate to connect to move ideas
forward and gain commitment for action.
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The ability to communicate effectively is a competitive
advantage.
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Research shows that less than 33% of communication is effective.
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The Outcome:
Two-thirds of ideas and initiatives fail!
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The Bottom-Line:
“Leaders of the past knew how to tell – leaders of the future will know how
to ask.”Peter Drucker
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Where are your relationships today?
Think about the key challenges and obstacles that limit your potential to achieve effective communication and action.
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The Greatest Challenges:
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The Greatest Challenges:
• Not taking time with the audience
• Telling not asking• Not taking initiative and
following up• Not delivering a consistent
message• Not having a plan and staying
focused• Not working from the same
page• Not understanding the
business
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The Central Issue:
Communicating to connect is more about feelings and less
about facts.
We need to ask the audience to understand the audience.
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The Greatest Opportunities:
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What’s Needed?
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Two shifts are recommended to build a communication
connection:
•Take a consultative approach•Understand personality
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Communication and action happens effectively when people are treated as clients.
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• SPIN Selling Approach
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The basic actions of consultative selling in communication:
1.Situational based questions
2.Problem based questions3.Implication based
questions4.Need-Payoff based
questions
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The role of the communicator:
• Provide direction• Provide confidence• Provide capability• Provide action
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• The Six Rules of Persuasion
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Using Influence
1. Reciprocity2. Commitment and
Consistency3. Social Proof4. Liking5. Authority6. Scarcity
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Personality affects how we communicate and connect.
You and your audience may be different.
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MBTI Type Indicator
56 44
55 45
79 21
64 36
49 51
73 27
40 60
54 46
E I
NS
T F
J P
E I
S N
T F
J P
Promotional / Sales General Population
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Kolbe: Instinctive Strengths
FactFinder FollowThru QuickStart Implementor
Resist 13% 26% 27% 42%
Accommodate 53% 53% 33% 48%
Insist 34% 21% 40% 12%
Natural InstinctZone
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• 53% of the population just needs the summary of why (34% need it
in writing with time to think)
• 53% need an outline of how things will happen (34% with proof
it worked elsewhere)
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• 40% of the population needs to see the future benefit
• 48% need to see a visual representation of the end result – a
picture of success to galvanize action
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The power to communicate and connect is critical to
success.
It is not up to the audience to understand – it is our
role.