As the Boy Scouts’ motto states: ALWAYS BE PREPARED.
Extraordinary achievement is always preceded by ordinary preparation.
This subsection is related to the previous one, but it’s more specifically about being ready for important meetings and appointments.
1) Know your audience (conference, podcast, TV show …)
Don’t address a class of twenty-year-old students the same way you would a room of seasoned business owners.
By knowing their frame of reference beforehand, you’ll be able to communicate to them in a way that will INFLUENCE them to take action.
I’m sure you’ve already heard someone talking about a public figure and saying something like, “He’s saying what people need to hear,” or, “He’s not afraid to speak his mind.” That’s exactly what you want people to say about you. You know what they really mean by that? “He’s saying things I really believe but don’t talk about.”
In other words, they feel understood by you, and that’s invaluable.
When you know your audience, you can pluck the words right out of their mouths and use it in your marketing.
Having said that, sometimes your audience isn’t composed of only one type of person. Therefore, you should know WHO you want to impact the most in your given audience (those being the decision makers) and concentrate on delivering your speech to those very people. That doesn’t mean to say you should entirely neglect the needs of the others, because they might be of value to you in the future.
As a public speaker, in the beginning I often focused my speech towards my target, even if they were only 5–10% of the room. The thing was that the other 90–95% of people who attended my speeches left unsatisfied, and they were negative publicity for me. Not only couldn’t I count on any sort of referral from them, but the event organizers also heard less than flattering comments about my performances.
Fortunately, I met some expert speakers who explained to me how it works, so I could correct my content to ensure I addressed the needs of my targets, after which I altered my pitch and gave takeaways to other people as well as gained the favor and approval of the event planners.
How do you do that? Is it possible to address and reach out to the needs of so many demographics? Yes. This method can be used everywhere, whether you speak from the stage as I did or if you’re invited on a podcast or a radio show.
There’s often a large majority of people who want actionable tricks and tips that they can apply the very same day to get quick results. These are generally people who are engaged in the day-to-day activities of a business or are small hands-on business owners. On the other hand, you have a minority of influential people who look for new ideas and concepts to expand their vision and shift their paradigm. These are generally the visionaries, the final decision makers, or business owners who delegate most of their businesses’ activities.
In order to reach out to both segments, you need to prepare your insights for people who want to know HOW TO DO something, and also for people on the other side who want to know HOW TO THINK. Do it this way, and you’ll get maximum rewards. It’s like having two queens in chess: they’ll expect to see you on one side, but you’ll actually be poised and ready on both sides!
As for the people in between, they will cherry pick from it all. Everybody will discover what they’re looking for, because you’ll always have something for everyone—You get the Double Queen effect.
2) Know your goals
When you enter a meeting, or any kind of event, you must know what you want to leave with. Sales? Leads? Positive impressions? Connections? Recognition? Memorable impact?
Act accordingly.
3) Know your numbers
When you meet bankers, investors, or potential partners and they ask you for accurate figures, the last thing you want is to hesitate and mumble some approximate numbers. If you do, you’ll lose them right there and then—end of the meeting!
You’d better look at them squarely in the eyes and give them a firm response with conviction. They will expect answers to the following questions:
These are all typical examples. Find out the numbers that matter in your business, and review them at least every month. There are people who need to hear the story of your business. But for some people, your numbers tell the whole story.
Besides, know the numbers that can turn the negotiation in your favor, such as market statistics or surveys.
4) Know your business’s story, strengths, and weaknesses
I should add a fifth point to the framework, but it’s a prerequisite, so I’ll just mention it here: know your pitch. I remember the first time I went to the New York Association of Business Brokers. Towards the end of the meeting, since there was some time remaining, the chairman asked if someone would like to introduce themselves or present their offer to the audience. I thought people would fight to take that opportunity … but I was wrong. I raised my hand … and I was the only one! Do people enjoy going to events just to be spectators? Are they shy? Or is it just that they don’t know their pitch? In either case, it’s to the detriment of their own success, and that’s an opportunity for people like you and me, people who aren’t afraid to gatecrash into the million dollar club … that is, if we are prepared.
Know your business, your products, your target, your competition, and your market! Do your homework. If it sounds like a lot, remember that if you can’t refute other people’s claims, then their perception becomes their reality. Contrary to what Hollywood would have us believe, you can’t always rely on fate, talent, or chance to move forward. Chance, or rather luck is something better left unmentioned in front of high achievers. They may take offense as the concept is often used to invalidate their ingenuity.
As roman philosopher Seneca astutely puts it: “Luck is what happens when preparation meets opportunity.”
Be ready. Always.