Through whose eyes?

Dougal Paver

Good communication is about judging your audience and speaking in their terms, says Dougal Paver. Young children and the blind can help you hone your skills.

A good pal - and sometime client - of our office is acknowledged by his peers as among the finest sales trainers anywhere.

Andy Bounds has a unique take on how to get to the point in selling activity, based on growing up describing his surroundings to his blind mother. His best seller, The Jelly Effect, discusses this with a paired-down, compelling force.

Cutting out the waffle and getting to - and sticking with - the nub of your point (the benefits of dealing with you and what potential purchasers will be left with having bought your product or service) is key to success, argues Andy.

It's the same with young children. It's Sunday morning and explaining to Rory (2 years and 5 months) what it is I'd like him to do, why and what's in it for him requires a certain precision and economy of language.

If you haven't read Andy's book, do so. You'll view your audience through entirely different eyes thereafter.

COMMENTS

POST A COMMENT