|
Ronald Reagan, the Great Communicator: Powerful Techniques He Used that We Can All Apply to Resonate with Our Buyers
While contemporaries and historians will naturally have differing opinions on Ronald Reagan's place in history, nearly everyone who knew him or heard him speak agrees on one thing... they liked him, personally.
Why was Reagan so "likeable"? A very powerful clue was revealed during "glasnost," when Gorbachev invited Reagan to speak to the Russian people over national television. Going into the speech, Reagan had been perceived by most Russians as a threat, an aggressive cold warrior. After the speech, the majority of the people interviewed--even though they did not understand English and had to rely on translation--said things like "He looked much friendlier than I imagine." Or "He seemed very sincere." "He looked like a man I could trust."
People who criticized Reagan's intellect completely missed the point and misunderstood the extraordinary power of the man's ability to touch people, emotionally, with his voice, his face, his body language. He was a communications genius, through a combination of natural skills and years of practice and self-training.
What can we learn from Ronald Reagan that we can apply to our craft, this week, to improve our production?
- Reagan started almost every meeting with a good story. He understood the power of humor in helping people to relax and let their guard down a notch. Tip O'Neal said Reagan was the best storyteller he ever met.
Communications Tip:
A short, humorous story about an experience you had recently is a great, proven way to express your humanity and set a friendly, personal tone to a meeting. Remember, the prospect is sizing you up as intently as he is your goods and services.
- Reagan understood the self-fulfilling power of optimism. He studied Franklin D. Roosevelt during the Great Depression and was profoundly influenced by FDR's ability to lift people's spirits through optimistic presentations (the only thing we have to fear is... fear itself).
Communications Tip:
Find ways to inject optimism into your communications. "When (not if) we lease your space, we will need to think about raising the rental rates." "This (construction) job is right up our alley. We completely understand what needs to be done here." Buyers love confidence and authority.
- As a professional speaker, Reagan made great use of the power of "the pause" in his presentations. Top litigators know this technique: "The truck swerved to the left, almost turned over, then..." (pause for two or three seconds) "...slammed into my client's SUV at 60 miles per hour."
Salesman's Tip:
Pause before your biggest presentation points. It cues the listener to pay attention, to anticipate something important, and he/she is two to five times more likely to remember the point after a pregnant pause.
- Finally, Reagan had a wonderful, natural pace to his speaking... around 140 words per minute. Like FDR's fireside chats, he wasn't lecturing at us, he was talking with us in a way that felt very personal and trustworthy.
Salesman's Tip:
As we get excited prior to a sales call or presentation, we tend to speed up our word count, which also raises the pitch of our voice and can make us sound nervous and edgy. I like to take off my watch at presentations and place it in front of me. This serves two purposes: 1) It alerts the prospect that I know his time is valuable and I won't be wasting it, and 2) It reminds me to monitor my pace, to be sensitive to timing.
Ronald Reagan was the ultimate inspirational figure for those of us who communicate for a living. Yes, he was an historic figure, but at the base of it all was his ability to make people feel good about themselves at the personal level. He was the ultimate communicator, and a great model for us to keep in mind as we pursue our craft.
|
|
