Essential 4 Knowledge

Essential 4

Knowledge

Great speakers understand the troubles of knowledge on their subject in half measures. Knowledge in half measure is the path to unsuccessfulness.

This quality is a cinch. Do lots of research and learn as much as you can about your subject. What approach do your competitors take? Seeing the other side of an issue helps you understand your topic better. What is the history of your product, service, or topic? Gaining a broader background allows you to speak with more authority. You cannot do anything in competitive sales environments where you are constantly in pursuit of sales opportunities in half measures. This will lead you to a dead end or a T point, but never ahead. 

Now lets take a situation; you are an insurance salesman at a prospects place and you are about to explain to him about one of your products. You are not prepared; you haven’t learnt your product well enough that you can’t even sell it to yourself. How on earth will you ever be able to sell it to your prospect? This is one of the most important essentials to pay attention to, you must know at least learn about what you are going to speak.

Like you can’t expect a cosmetic surgeon to speak about interiors, an architect about computer designs nor can you a doctor about legal issues.  They don’t have an authority on those subjects respectively and it is beyond their ability. Similarly when you are about to sell a point or view to your customer, client and or audience, you must have the required knowledge and the authority to make sellable comments. Knowledge allows you the potential to speak with greater conviction and this in many ways contributes to the effective overall performance of the other essentials for a speaker.   

You must have seen politicians all over; and you more or less know the extent of their knowledge dispensation capability; yet still how do you feel when you know they are speaking on subjects which you are completely convinced they haven’t the slightest clue. Deceived, cheated or better still closer home thugged. That’s how you and I feel most of the times these days. Now let’s transport this to where you might possibly be speaking. Your audiences are going to go home dissatisfied. That is not going to leave an impression on them which might want to make them return for any future consultation. When you speak demonstrate authority and knowledge about what you are speaking because at the end of it you want to expect results and knowledge and subject matter is definitely defining.

Do your homework on the topic well, you don’t want to go there in front of your boss, your prospect, your colleagues or your team and sound unqualified. You don’t want them to get the impression you lack the substance. You don’t have the knowledge and you don’t know your subject and you go all half measured to deliver or present your case. You are going to return disappointed. Know what you want to speak, what you have to speak and how much you have to speak.

There are no errors and on very few occasions do you get a second chance when you want to clinch a deal, if you cannot speak and present your proposition well. You are going to lose the opportunity forever and the dejection is only going to grow not because he or she didn’t want to buy into what you were saying but you didn’t have the knowledge to sell it.

Remember: If you lack the knowledge and authority over the subject you want to speak on you’re going to be sounding like a green horn politician. No one likes them in the first place and you are going to be loathed even further.

"Best way to conquer stage fright is to know what you're talking about." Michael H Mescon

David C Linus
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Principal Trainer and CEO
ICSPS (Institute for Communication Skills and Public Speaking)
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