It has always been a challenge to maintain the view that the customer is always right – not just in speaking, but in business especially. It can try the most patient and accommodating business owner or customer service professional.
But if we can achieve it, maintain that view, go into our speaking with that view, then everything will fall into place so much more easily.
Validating your audience in any communication is guaranteed to build trust and engagement.
One of the basic premises of storytelling is that you need to meet the audience where they are.
And yes of course our audiences have the right to their objections to our propositions. The sooner we address those objections the sooner we can hope to succeed in putting forward our visions for them.
The structure of your presentation falls into place.
If you believe that your audience is always right, that they deserve the respect that that entails, then you will be happy to prepare all that you can to gain the understanding you need of what your audience feels, thinks, knows is right.
You will build confidence and calm because you are not trying to manipulate, you are giving respect and service.
And you will have laid the groundwork for success for yourself and for your customer/audience.
The sooner speakers understand this, that public speaking is not a manipulation, not a performance to be judged, not all about themselves, the better the standard of speaking will be. No, we may not have great “orators”, but we will have more successful public speakers, not afraid to be authentic and of service, and more audiences prepared to come back for more.