Weeks ago, I attended a meeting with the director of a patent and trademark registration company. The manager complained about the rudimentary abilities that his executives possessed to arouse real interest in the audiences to which they were directed, to retain their attention and to make those contacts highly productive and memorable. "They lack style, they lack technique, they lack strength and conviction in their presentations to clients," noted the manager.
We then exchanged comments on some speakers and lecturers from the city and the country. Look, I recently attended a conference out of sheer commitment and, why deny it, with a lot of reluctance. I was going to retire after twenty minutes, but I didn't. I stayed two hours, two hours that flew by. Suddenly it was after eight at night and I hadn't even noticed. He was absorbed, fascinated with the oratorical skills of that man, with the skill he had to tell us stories with which we could easily identify. At that time I was very aware that success and mastery of the word go hand in hand. What do I gain from scheduling leadership or conflict resolution courses if my work teamhe does not even know what the keys are to gain the attention and respect of an audience… In that place and at that time I was perfectly aware that my people should have a professional guide, a complete training in public speaking skills and group management so that my new and old clients felt like I felt with that man ”.
It is a myth to consider that these skills are exclusive to a small number of people, that they are difficult to emulate, much less to match. In fact, in effective presentation seminars, I often refer to this and four other myths related to excellence in public speaking. The reality around the nature of high-quality displays is that they are made. No exhibitor will be able to show off only by lip service, that is, without practice, without self-criticism, without advice and without thorough preparation. A keen observer will quickly distinguish between a chatterbox armed with mere verbal pyrotechnics and an argumentative who uses good persuasion techniques. The latter has a lot to do with a harmonious combination of knowledge, energy, public awareness, originality and seduction.You don't improvise without paying a high price for it.
A second myth consists in presuming that the star exhibitors have a portentous memory, that they have everything under control. Error. There are many unexpected situations that the exhibitor must deal with naturally and spontaneously. Yes, naturalness and spontaneity are powerful tools, but it is necessary to know how to use them so as not to fall into improvisation. Audiences love spontaneity, surprise comments, what is often called "breaking the script", but this situation should not be abused or overconfident.
Mastery of the subject and successful interaction with the public are not, therefore, equivalent to following the script to the letter, rigidity and perfection. These alleged requirements generally intimidate less expert exhibitors and pave the way for what is known as "stage fright." Negative and tortuous visualizations are generated before and during the exposure situation and the less expert ends up succumbing to the effects of self-awareness (they are looking at me! They are criticizing me! I am making a fool of myself!). the speakers High performers, by contrast, learn that inspiration comes after preparation and that sparks of wit and aim float around them when breathing, vocal, gestural, and rhetorical techniques are skillfully combined.
A third myth, deeply ingrained in the old masters of university institutions, consists in affirming that what is said -the substance- is much more important and not the way it is communicated -the envelope, the stylistic touch-. Nothing further from reality. Humor, graphic language, direct experience, tonal variation, and exact description of a situation have a powerful effect on the mood and mind of the audience. The stark, squared and disheveled information does not seduce any public these days. The question of how something will be communicated is as essential as the essence itself. Many stories, many knowledge would have been lost over the centuries if it had not been for some restless or mischievous mind someday resolved to give them a special "touch".
Another widespread myth that prevents many leaders and speakers from achieving excellence is the mistaken assumption that silence and pauses demonstrate confusion, loss of control, and nervousness. Due to self-reliance or poor training, these people often deliver a hasty and sometimes wild speech with the intention of showing that they have full authority on the subject, or that the rapid succession of brilliant ideas will elicit admiration and adherence. There is no such. The best food can make anyone indigestible. On several occasions I have attended talks by experts in their field, studious and very well prepared who are completely unaware of the extremely powerful technique of calculated pauses. They tirelessly and tire their audience by serving them breakfast, snack and lunch at the same time. Of course,They ignore that the pause allows them to reflect on what has just been said and what will be said later. The "magic" effect of the pause goes a long way toward achieving the great purpose of any effective presentation: to retain and refresh the fragile audience attention.
Finally, the myth of "acting" remains. "How should I act, if I would be ceasing to be myself?" Argue the inexperienced. It turns out that the exhibition situation is a pose, a way of being, just as it happens when we attend a gala or costume party. Yes, no doubt: we must learn certain presentation tricks that, at first glance, may seem excessive or fake, but world-class leaders and exhibitors have learned that public perception is very different. For the audience, these people with energetic gestures project something that we urgently need to instill in the employees of our companies: passion, communication skills and high commitment.
Medellín, September 2007
