Essential 8 Relate

Essential 8

Relate

Be expansive, inspiring and uplifting; when you are this, it brings in a feeling of levitation in your customers.

Charismatic speakers relate their topic to the broader scheme of things; they are expansive, inspiring, and uplifting. Think about the place your product or service has in the entire economy of the world. How does it contribute to what is important in life? As mentioned earlier, learn about the history of your field. Depending on what you do, you may even be able to go back a few thousand years. If you sell paper, for example, do you know where and when it was invented and what effect it had on civilization?

(Of course, it depends on which kind of paper you are selling. Bathroom tissue was introduced in 1880 by the British Perforated Paper Company. Writing paper was officially invented by T'sai Lun at the court of the Chinese emperor in 105 A.D. However, new evidence shows that paper was being made as early as 200 B.C. using chopped up fishing nets. For about 500 years, papermaking was confined to China, but spread to Japan in 610 A.D, Egypt in 800 A.D and Europe in the 10th century. In ancient Egypt, an early form of paper known as papyrus was used.

Paper allowed governments to record laws, and businesses to record agreements. Paper was also widely used to write down religious scriptures. Thus, it was extremely important for the development of our civilization.)

You should know about the background of your product, concept, idea, meeting, plan, the industry or organization you are speaking of. As mentioned above, for example; if you are selling to the paper industry, you should know about the history of paper. Your customers will appreciate the time you took to learn. This allows you to build on a relationship and allows your customer to learn that you are person he can trust in this transaction or negotiation. Imagine selling a Maruti car and say it’s German; and you go on talking about the autobahn etc. this is going to get your customer off on a spin and he would stop you and just tell you. “Alright mate, I’ve got to go”.

Think about what you contribute to life. What good do you do? When you have answered these questions, add some of the answers to your speaking assignment or to when you might have to speak with your customer, client and or audience. Don’t go overboard, but a certain amount of inspiration is a powerful tool. If your audience leaves uplifted, they will remember that feeling long after they remember some of the finer points you made.

Relating is taking you along the things you know and relate to as apposed to things that you think you can learn to relate. Most often we go on with our side of the story and expect the other person to relate to what we want to say. But then more than often we are wrong, they don’t want to learn to relate to what we are saying. They want to relate with what we are saying. This is am important cue you must note so that you and your customer move along on the same journey and not be on the same road but in opposite directions.

Remember: Every one of us has hundreds of separate people, situations, problems, opportunities living under our skin. The talent of a speaker is his ability to give them their separate names, identities, personalities and have them relate to other characters living with him. This will have a levitating experience.

David C Linus

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