This chapter shows you how important it is to match the style of your delivery to the needs of your audience. It outlines the four main personality types you are likely to come across and gives you tips on customising your style so you appeal to each type.

In this chapter:

matching your style of delivery to the needs of the audience
understanding the four main personality types
guidelines for presenting to go-getters
guidelines for presenting to carers
guidelines for presenting to analytical
guidelines for presenting to socialisers.

DIFFERENT PEOPLE WANT DIFFERENT THINGS

Pete wants the presentation to be short, snappy and to the point. Erika likes to ‘connect’ with the speaker and wants the presentation to be personal. On the other hand, Susanne wants it detailed, structured and precise. Leroy wants it to be fun and entertaining and the presenter to be enthusiastic. To be successful, somehow the presenter must connect with Pete, Erika, Susanne and Leroy’s different styles.

There is no one style of presenting which will be good for everyone in the audience. Often we fall into the trap of thinking that the way I like to be presented to is the best way to present. While your style is good, it will not always be appropriate. Not everyone wants the presentation to be short, snappy and to the point. A giant step in improving your effectiveness will be to recognise the dominant style of the group and adapt to this.

The following is a brief overview of the four main personality types with guidelines for customising your presentation to each. The difference between people is not minor – it is dramatic, it is as if we are from different planets.

UNDERSTANDING THE FOUR MAIN PERSONALITY TYPES

Go-getters (Pete)

These are assertive, high-energy, no-nonsense people who love to achieve and get things done. They have a direct style, call a spade a spade and sound as if they mean what they say. They are inclined to use absolutes (This will never work’) and are inclined to tell rather than ask.

Communication is often a one-way affair. They are inclined to be functional and get in touch only when they want something. They have little time for small talk and like their information concise, ‘one-minute-manager’ style. Bullet points often characterise this style. They are inclined to talk bottom line and ways to obtain better results. They won’t appreciate their time ‘wasted’ by long, drawn-out stories.

For these people less is better. Stand up, speak up, shut up and finish early. If you are including notes of your presentation, make sure there is a one-page summary, preferably with bullet points.

Go-getters are often found in audiences of salespeople, senior managers and entrepreneurs.

Some dos and don’ts

Do:

Get straight to the heart of the matter.
Speak with authority and confidence.
Be brief and to the point.
Use bullet points.
Talk benefits and solutions.
Give them useful tips and techniques, anything that
makes their lives easier.
Be time conscious.
Be positive and dynamic.
Make strong eye contact and use forceful gestures.
Make it ‘punchy’.

Don’t:

Spend long on the introduction.
Pad out time.
Be indirect.
Nitpick.
Give ‘chapter and verse’.
Be problem focused.
Start late or overrun.
Overload on detail or long explanations.

Carers (Erika)

These are warm, sincere, sensitive people who are good listeners and who value quality relationships. They like to ‘connect’ with people. Small talk is seen as a way to bond with others. They are naturally interested in people and ask open questions of others.

They shy away from conflict and generally want to please.

They are not demanding and have an indirect style of communicating. They are usually quietly spoken and have soft, rounded gestures. They avoid drawing attention to themselves and are generous in their praise of others.

Carers need to connect with the presenter, so information of a personal nature will be appreciated. They need to see the presenter as a genuine, sincere person. They will want to feel ‘safe’ with you and won’t want to be singled out and certainly not ‘belittled’ in any way.

Carers are often found in audiences of nurses, social workers, counsellors and teachers.

Some dos and don’ts

Do:

Make it personal.
Be empathetic.
Be responsive to the needs of the audience.
Be sincere.
Use stories of human interest.
Show the real you.
Make it interactive.
Be friendly.
Have a ‘chatty’ conversational style.
Talk feelings.

Don’t:

Put your audience down.
Talk at the audience.
Pick on an individual.
Be in their face.

Argue.
Be sarcastic.
Be cynical.

Analytical (Susanne)

These people are analytical, logical, rational, principled and are driven to get things right. They strive for perfection and like order, structure and procedures. They think before they speak and are conservative by nature. They speak in a deliberate, controlled way with little inflection or expression to the voice. They tend to be formal and distant with few facial expressions.

As presenters, they like to deal with facts rather than opinions or human-interest stories. Their energy is low and they are inclined to present lots of information, which has been thoroughly researched. They may even overrun on time to ensure the audience has all the relevant data. They will appreciate detailed handouts to read at their leisure after the presentation.

Your credibility is linked to how you demonstrate your knowledge of your subject and to presenting this in a logical, structured way. You are likely to be taken more seriously if you mention the problems up front and deal with them as part of your presentation.

Analytical are often found in audiences where there are accountants, engineers, systems analysts and computer programmers.

Some dos and don’ts

Do:

Be structured.
Provide an overview and stick to it.
Make your case in a logical, ordered way.
Provide proof and data.
Give lots of supportive evidence.
Cover all the aspects.
Notice problems and difficulties.
Keep your energy low.
Be serious.
Provide lots of statistics.
Provide detailed handouts.
Deal with facts rather than opinions.
Be accurate.
Be unemotional.

Don’t:

Talk feelings.
Be interactive.
Exaggerate or overstate.
Use superlatives.
Jump from idea to idea.
Plead or use emotional blackmail.
Show a slide with even the smallest mistake.

Socialisers (Leroy)

These are fairly easy-going, open-minded people who like to experiment and to try new ways of doing things. They like variety and there can be surprises when they present.

They are inclined to communicate in an enthusiastic, dramatic way with lots of inflection in the voice. They share feelings and stories and they like to hear the opinions of others. They are inclined to use superlatives. They bore easily and like variety. Generally they want an easy-going, fun relationship with the speaker and want the presentation to be entertaining as well as informative.

Socialisers are often found in audiences of people who have glamorous, high-profile jobs: entertainers, public relations and TV people.

Some dos and don’ts

Do:

Perform.
Make it fun.
Use variety.
Be enthusiastic.
Make it different.
Change the pace and style frequently.
Make it interactive.
Provide options.
Be imaginative.

Don’t:

Be boring.
Use lots of statistics.
Talk at the audience. Be long.

In your audience you are likely to have a mix of these personality types. With select groups you are likely to have a dominant type (e.g. the majority of salespeople are likely to be go-getters). You could expect most accountants to be analyticals and nurses to be mainly carers.

Your success as a presenter comes from noticing the dominant type of your audience and matching your presentation style to this, even if it is uncomfortable for you. Because something is uncomfortable does not mean it is wrong, it just means you haven’t been doing it regularly. Successful people do the uncomfortable. This is one of the reasons why they are successful. Stay within your comfort zone and you limit your success. Experiencing discomfort could be a sign you are taking yourself to the next level.

SUMMARY

Your audience will be made up of different personality types.
Go-getters will want you to be short, snappy and to the point.
Carers will want to ‘connect’ with you.
Analyticals will want you to be detailed, structured and precise.
Socialisers will want you to be entertaining and enthusiastic.
Take your presenting to the next level by matching your
style to the needs of your audience.